International Trade (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

HRE452

Course Name:

Media Planning

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Assoc. Prof. ZEYNEP GENEL

Course Lecturer(s):

Öğr.Gör. GÜLLÜ DOĞA DAĞDEVİREN
Assoc. Prof. ZEYNEP GENEL
Dr.Öğr.Üyesi HAVVA PALACI

Course Assistants:

Course Objective and Content

Course Objectives:

The purpose of this course is to define the basic concepts used in media planning by explaining measurement methods and its components. The course also contains development and analysis of a media plan including calculations of basic components, comparison of media expenditures and analysis of the current situation. By the end of this course, students will be able to evaluate a strategic media planning.

Course Content:

Business of media
Basic concepts in media
Media in marketing management
Parameters for media planning & target audience
Integrated marketing communications and its tools
Traditional media
Internet marketing and social media
Strategic media plan
Media buying-1: Media negotiation & media buying
Media buying-1: Buying print media
Buying internet advertising
Guerilla media buying

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Recognize the basic concepts used in media planning. • Analyze a media planning. • Evaluate the decisions for a strategic media planning.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

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.

Sources

Course Notes / Textbooks:	Medya Planlama Doç. Dr. Nevzat Bilge İspir (Ed.) 2013, 2. Baskı. T. C. Anadolu Üniversitesi Yayını No:2537
References:	Geskey, R. D. (2013). Media Planning & Buying in the 21st Century. 2th Edition. CreateSpace Independent Publishing Platform, Business & Economics

Course-Program Learning Outcome Relationship

Learning Outcomes	1
Program Outcomes
1) To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level.
2) - To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence.
3) - To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field.
4) - To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning.
5) - To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.
6) - To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project.
7) - To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources.
8) To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence.
9) - To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
10) - To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning.
11) To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety
12) - To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level.
2)	- To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence.
3)	- To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field.
4)	- To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning.
5)	- To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.
6)	- To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project.
7)	- To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources.
8)	To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence.
9)	- To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
10)	- To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning.
11)	To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety
12)	- To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility.

Learning Activity and Teaching Methods

Expression
Lesson
Lab
Reading
Project preparation
Web Based Learning

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Application	1	% 10
Homework Assignments	1	% 10
Midterms	1	% 20
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Application	16	32
Study Hours Out of Class	16	16
Midterms	2	2
Final	1	1
Total Workload		99