Week |
Subject |
Related Preparation |
1) |
Introduce the course to the students |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
2) |
• Define media as a business.
• Describe media cathegories and roles.
• Explain size and composition of media industry.
• Summarize media planning in 21th century.
|
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
3) |
• Describe percentage, average, indexing and weighting.
• Identify audience concepts.
• Explain media costs.
• Define media effectiveness |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537
|
4) |
• Explain the importance of a strategic marketing plan.
• Define the relationship between marketing plan and media plan |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537
|
5) |
• Define effective reach, recency and share of voice
• Describe target audience in media planning |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
6) |
• Explain advertising, sales promotion, product placement, direct marketing, word of mouth marketing and publicity.
• Put into practice an IMC planning process
|
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
7) |
MIDTERM EXAM |
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
8) |
• Explain the components of the traditional media as TV, radio, newspaper, magazines and out of home |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
9) |
• Define websites and other internet marketing tools.
• Describe social media in marketing.
• Find more information about blogs, blogging, social networking sites, social news sites, publishing platforms, video sharing sites.
|
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537.
|
10) |
• Explain the stages of the strategic media plan which are marketing situation analysis; statement of the problem; task definition; media model selection; establishment of media objectives; development of strategic plan; development of tactical plan; test of the plan. |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537
|
11) |
• Describe successful media negotiation.
• Define buying process.
• Explain how to buy television and radio. |
Homework: assigned reading for next class session- Medya Planlama
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537
|
12) |
• Explain how to buy newspaper, magazines and out of home.
• List and interpret print negotiation tips.
• Write and discuss a media buying example. |
Homework: assigned reading for next class session - Geskey, R. D. (2013). Media Planning & Buying in the 21st Century. 2th Edition. CreateSpace Independent Publishing Platform, Business & Economics. |
13) |
• Explain forms of internet advertising.
• List and describe methods of targeting internet advertising.
• Find more about how to buy keyword search advertising.
• Define buying banners and display advertising
|
Homework: assigned reading for next class session - Geskey, R. D. (2013). Media Planning & Buying in the 21st Century. 2th Edition. CreateSpace Independent Publishing Platform, Business & Economics. |
14) |
• Describe cross platforms buys.
• Define media remnants.
• Explain and show online media auctions.
• Recognize bidding platforms.
|
Homework: assigned reading for next class session - Geskey, R. D. (2013). Media Planning & Buying in the 21st Century. 2th Edition. CreateSpace Independent Publishing Platform, Business & Economics. |
15) |
• Describe cross platforms buys.
• Define media remnants.
• Explain and show online media auctions.
• Recognize bidding platforms.
|
Homework: assigned reading for next class session - Geskey, R. D. (2013). Media Planning & Buying in the 21st Century. 2th Edition. CreateSpace Independent Publishing Platform, Business & Economics. |
16) |
FİNAL EXAM |
Doç. Dr. Nevzat Bilge İspir (Ed.)
2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537. |
|
Program Outcomes |
Level of Contribution |
1) |
Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources. |
|
2) |
Use of advanced theoretical and practical knowledge within the field.
-Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. |
|
3) |
- Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field.
- Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data.
-Organize and implement project and activities for social environment with a sense of social responsibility.
-Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level.
-Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level softwar |
|
4) |
-Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach.
-Determine learning needs and direct the learning.
-Develop positive attitude towards lifelong learning. |
|
5) |
Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field.
- Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. |
|
6) |
Conduct studies at an advanced level in the field independently.
- Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field.
- Planning and managing activities towards the development of subordinates in the framework of a project. |
|