SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60211METOZ-HIR0304	Media Planning	2	Spring	2	0	2	5

Course Type :	Compulsory
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

Media planning is one of the most important issues for today's advertising. Creating an effective media mix and developing media strategies is the key to a successful advertising campaign. In this course, the students will acquire the knowledge about the role of the selection and use of communication tools played in reaching an ad’s message to the target audience effectively and achieving its communication objectives and the basic concepts of media planning

Course Content:

Media layout and functioning, basic and advanced media planning concepts, media monitoring measurements, strategic media planning are included in this course.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Develop, write and present, clear, targeted and measurable media plans

2) Learns how to use research data in strategic planning.

3) Recognize the changing role of the media planner.

4) Create media buying strategies that maximize productivity and aim for a measurable cost structure

Skills (Describe as Cognitive and/or Practical Skills.)

1) Develop communication strategies through effective use of traditional and contemporary channels.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Gain knowledge about the concepts of media planning such as reach, frequency,opportunity to see.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	General information about media planning and introduction. Media classification, characteristics of media message, what is media planning, effects of marketing mix on media plan.
2)	Marketing, advertising and media relations and media planning stages.
3)	Media and consumer preferences. Introduction to basic and advanced concepts in media planning.
4)	Evaluation of internal and external factors which cannot be controlled in media planning, difficulties in media planning. Measurement methods of media used in media planning.
5)	Evaluation of media in media planning and evaluation of media according to media planning, evaluation of positive and negative aspects of television and newspaper in terms of media planning.
6)	Target audience analysis, creativity in media planning.
7)	Establishing media mix strategies.
8)	Midterm Exams
9)	Media planning and budget.
10)	Media planning in digital media.
11)	General evaluation.
12)	Creative strategies in media planning.
13)	Evaluation of media plan examples.
14)	Practise
15)	Final Exams
16)	Final Exam

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	Ders içeriğinde yer alan kuramcılara ait çalışmalardan oluşan textbook ve ve ilgili pratikler Textbook consisting of works of theoreticians involved in the course and related practices
References:	Medya Planı Nasıl Hazırlanır? Jack Z. Sissors & Roger B. Baron, Mediacat, Yeni Medya Planlama ve Tüketici Davranışları, Bilgen Başal, Çantay.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Demonstration
Views
Reading
Homework
Project Preparation
Seminar
Brain Storming
Questions Answers
Individual and Group Work

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Homework Evaluation

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	1	% 10.00
Presentation	1	% 10.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	14	3	42
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	1	25	25
Total Workload of Teaching & Learning Activities	-	-	109
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	3	3
Midterms	1	3	3
Semester Final Exam	1	3	3
Total Workload of Assesment & Evaluation Activities	-	-	9
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			118
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			5