The aim of this course is to give information about what digital media planning is, how it is prepared and basic concepts used in media planning.To be aware of the analysis, processing and evaluation of the information obtained through digital technologies.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
xx
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques
Interactive learning methods, class discussions are used
Principle Sources
- Tayfur, Gıyasettin. Medya Planlama ve Satın Alma, Eğitim Yayınevi, 2017.
- Başal, Bilgen. Yeni Medya Planlama ve Tüketici Davranışları, Çantay Kitabevi, 2018.
- Kingsnorth, Simon. Dijital Pazarlama Stratejisi, Nobel Akademik Yayıncılık, 2017.
- Sissors, Jack Z.& Baron, Roger B., Medya Planı Nasıl Hazırlanır?, Mediacat, 2008.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to the course
Verbal Lecture, Sampling, Presentations
2. Week
What is media planning?
Verbal Lecture, Sampling, Presentations
3. Week
The place of marketing and advertising concepts in the media plan
Verbal Lecture, Sampling, Presentations
4. Week
Factors affecting media planning, regional conditions, internal and external factors
Verbal Lecture, Sampling, Presentations
5. Week
Planning of digital media, competition analysis, target audience analysis, timing of advertising
Verbal Lecture, Sampling, Presentations
6. Week
Comparison of different advertising media
Verbal Lecture, Sampling, Presentations
7. Week
Midterm exam
Midterm exam
8. Week
Online advertising types
Verbal Lecture, Sampling, Presentations
9. Week
Create an ad budget
Verbal Lecture, Sampling, Presentations
10. Week
Purchasing and post-purchase evaluation process
Verbal Lecture, Sampling, Presentations
11. Week
Sample media plan reviews.
Verbal Lecture, Sampling, Presentations
12. Week
Sample media plan reviews.
Verbal Lecture, Sampling, Presentations
13. Week
General review and analysis
Verbal Lecture, Sampling, Presentations
14. Week
General review and analysis
Verbal Lecture, Sampling, Presentations
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
To have theoretical and practical knowledge about Digital Media and Marketing
PO-2
To be able to think critically, free, original and creative, to be able to produce
PO-3
To be able to relate different areas of communication with each other, develop strategies, create interaction
PO-4
To have detailed knowledge about internet sites, mobile marketing, digital advertising, digital media planning, social media, digital analysis and measurement and to have professional application skills
PO-5
To have knowledge and application of data literacy and data management
PO-6
To be able to master changing communication strategies and technologies and manage processes
PO-7
To be able to produce content, present and manage skills within the scope of communication studies
PO-8
To be aware of the responsibilities and ethical obligations required by the profession and to act within the rules
PO-9
In working life; to be an efficient, productive and responsible individual in team work, to gain practical problem solving skills in business life problems
PO-10
To be able to follow the speed of the digital age and keep the information about the field constantly updated
Learning Outcomes
LO-1
To know the basic principles of media planning
LO-2
To learn timing strategies in media planning
LO-3
To know the advantages and disadvantages of digital media planning compared to other media
LO-4
To learn how the purchasing and post-purchasing process works
