| PUBLIC RELATIONS AND ADVERTISING | |||||
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| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General Information about the Course
| Course Code: | HIR306 | ||||||||
| Course Title: | Media Planning | ||||||||
| Course Semester: | 6. Semester / Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Prerequisite of the course: | No | ||||||||
| Type of course: | Necessary | ||||||||
| Level of course: |
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| Course Lecturer(s): | Ecehan Ersöz |
Purpose and content of the course
| Course Objectives: | To provide an overview of the digital media revolution from a marketing perspective in everyday life. To teach the importance, benefits, how it is created and critical points of media planning for companies and agencies |
| Course Objective: | To understand how the mass and media tools have changed. Understanding how brands will respond to this change. Examine hands-on learning exercises and industry expertise. |
| Mode of Delivery: | Face to face |
Learning Outcomes
| Knowledge (Described as Theoritical and/or Factual Knowledge.) | ||
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1) 1. Explains how the mass media shapes itself.
2. Explains digital media literacy. 3- Explains the media planning of the advertising work of a product or service. |
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| Skills (Describe as Cognitive and/or Practical Skills.) | ||
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1) 1. Comprehends how agencies work with their clients and other agencies. 2- Comprehends the preparation of a media plan for advertising and promotion of a product or service for launch or reminder purposes. 3- Learns to make media planning in the most effective way and in the most appropriate channels. 4- Learns to convince the consumer to buy behavior in the most accurate way within the budget. |
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| 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.) | ||
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1) 1. Creates and manages digital media plans.
2. Creates and manages social media marketing campaigns. 3- Prepares a detailed media plan of a selected product in a certain period.
4- Gains the ability to measure consumer trends, media buying, and media tools.
5- Cross-media benchmarking develops a strategy according to the advantages and disadvantages of each channel. |
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Course Topics
| Week | Subject | ||
| 1) | Introduction to media planning | ||
| 2) | Agency Ecosystem: Choosing media classes | ||
| 3) | Sample media plan presentation: Evaluating and selecting media tools | ||
| 4) | Relations between media, advertising and consumers | ||
| 5) | Basic measurement and calculations: Media costs and purchasing problems and budgeting, media planning with testing and experimentation | ||
| 6) | Marketing strategy and media planning | ||
| 7) | Digital Media Planning Fundamentals | ||
| 8) | Applied media plan work: Creative media plan work | ||
| 9) | Understanding Technologies: Digital Media Planning Study | ||
| 10) | Social Media Marketing Fundamentals | ||
| 11) | Understanding Technologies: Social Media Marketing Study | ||
| 12) | Strategy Planning Practice - 1: who, where and when? | ||
| 13) | Strategy Planning Practice- 2: weighting, reach and frequency | ||
| 14) | General Asessment | ||
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Ders - Program Öğrenme Kazanım İlişkisi
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Ders Öğrenme Kazanımları | 1 |
2 |
3 |
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| Program Outcomes | ||||||||||||||
| 1) Analyzes the problems related to the subject by identifying the problems related to the field. | ||||||||||||||
| 2) Compares the knowledge and facts in the field with fields such as Sociology, Journalism, Television and Media. | ||||||||||||||
| 3) Identifies the basic concepts and disciplines in his/her field. | ||||||||||||||
| 4) Graduates of this program conduct research and analysis in the fields of public relations and advertising. | ||||||||||||||
| 5) Determines the problems encountered in public relations and advertising activities by making use of the theoretical and applied knowledge gained in the field. | ||||||||||||||
| 6) Takes part in public relations campaigns and advertising projects and fulfills the tasks assigned to him/her within the team. | ||||||||||||||
| 7) Designs a communication plan by taking responsibility for the problems that may arise in the field. | ||||||||||||||
| 8) Develops new strategies with a critical perspective against the problems that may arise. | ||||||||||||||
| 9) Follows current developments in the field and carries out studies. | ||||||||||||||
| 10) Applies creative persuasion and presentation techniques. | ||||||||||||||
| 11) He/she carries out projects for the benefit of the country and society in which he/she lives. | ||||||||||||||
| 12) Expresses his/her ideas about advertising and public relations effectively to relevant persons and institutions. | ||||||||||||||
| 13) Determines career goals in line with the information obtained. | ||||||||||||||
| 14) Analyzes and interprets the social and global effects of communication issues. | ||||||||||||||
Course Teaching, Learning Methods
| Q & A | |
| Case Problem Solving/ Drama- Role/ Case Management | |
| Laboratory | |
| Quantitative Problem Solving | |
| Fieldwork | |
| Group Study / Assignment | |
| Individual Assignment | |
| WEB-based Learning | |
| Internship | |
| Practice in Field | |
| Project Preparation | |
| Report Writing | |
| Seminar | |
| Supervision | |
| Social Activity | |
| Occupational Activity | |
| Occupational Trip | |
| Application (Modelling, Design, Model, Simulation, Experiment et.) | |
| Reading | |
| Thesis Preparation | |
| Field Study | |
| Student Club and Council Activities | |
| Other | |
| Logbook | |
| Interview and Oral Conversation | |
| Research | |
| Watching a movie | |
| Bibliography preparation | |
| Oral, inscribed and visual knowledge production | |
| Taking photographs | |
| Sketching | |
| Mapping and marking | |
| Reading maps | |
| Copying textures | |
| Creating a library of materials | |
| Presentation |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Practice Exam | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Field Study | % 0 | |
| Article Critical | % 0 | |
| Article Writing | % 0 | |
| Module Group Study | % 0 | |
| Brainstorming | % 0 | |
| Role Playing + Dramatizing | % 0 | |
| Out of Class Study | % 0 | |
| Preliminary Work, Reinforcement | % 0 | |
| Application Repetition etc. | % 0 | |
| Homework (reading, writing, watching movies, etc.) | % 0 | |
| Project Preparation + Presentation | % 0 | |
| Report Preparation + Presentation | % 0 | |
| Presentation / Seminar Preparation + Presenting | % 0 | |
| Oral examination | % 0 | |
| Midterms | % 0 | |
| Final | % 0 | |
| Report Submission | % 0 | |
| Bütünleme | % 0 | |
| Kanaat Notu | % 0 | |
| Committee | % 0 | |
| Yazma Ödev Dosyası | % 0 | |
| Portfolio | % 0 | |
| Take-Home Exam | % 0 | |
| Logbook | % 0 | |
| Discussion | % 0 | |
| Participation | % 0 | |
| total | % 0 | |
| PERCENTAGE OF SEMESTER WORK | % 0 | |
| PERCENTAGE OF FINAL WORK | % 0 | |
| total | % 0 | |