GRADUATE SCHOOL
Brand Communication
MI 558 | Course Introduction and Application Information
| Course Name |
Media Planning and Buying
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MI 558
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
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| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Understanding the position of media and media planning in overall marketing and communication processes; making sense of constantly changing&developing media enviorenment and planning the media accordingly. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | The class covers the position and importance of the media planning and buying in communication strategy & marketing objectives; the media environment in TR is evaluated. The basic terms and rules of media planning are explained with a strategic point of view along with the strengths and weaknesses of all media channels in details. The aim is to provide a general media, planning & buying literacy, core information about the future of media planning and innovation with case studies. General guidance is provided to team members of final projects. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction of the course and the course schedule | TED Talk: Adam Alter Why Our Screens Makes us less happy |
| 2 | The importance of media planning and buying in marketing | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 1 |
| 3 | The importance of media planning and buying in marketing | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 1: |
| 4 | Strategy in Media Planning | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 6, Chapter 10 |
| 5 | Attention Share Wars | |
| 6 | New media solutions in the new media | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 1 |
| 7 | Basic calculations for media planning and buying | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 4 & Chapter 5 https://www.slideshare.net/cassiestox/media-terminology-basic-calculations-11613 |
| 8 | Midterm | |
| 9 | Digital media planning | |
| 10 | Create, present and evaluate the media plan | Sissors & Baron, Medya planı nasıl hazırlanır?, Chapter 12, Chapter 14 |
| 11 | Purposeful Marketing and media planning | Guest lecturer |
| 12 | The future of media planning and innovation | |
| 13 | Consultancy sessions with project teams | |
| 14 | Consultancy sessions with project teams | |
| 15 | Review of the semester | |
| 16 | Final Project |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury |
1
|
30
|
| Project |
1
|
20
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
50
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
50
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
2
|
28
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
14
|
14
|
| Presentation / Jury |
1
|
20
|
20
|
| Project |
1
|
15
|
15
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. |
X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. |
X | ||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. |
X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. |
X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. |
|||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. |
|||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. |
|||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. |
|||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
