Iğdır University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
190500206105	MEDIA PLANNING	Compulsory	3	6	3

Level of Course Unit

First Cycle

Objectives of the Course

The aim of this course is to provide an understanding of the role of media planning in the context of marketing and advertising decisions and to gain media planning skills.

Name of Lecturer(s)

Dr.Öğretim Üyesi Sinan AKSEKİ

Learning Outcomes

1	Defines media planning.
2	Explain the role of the media in conveying messages to customers and potential customers.
3	Explain the components of the communication plan.
4	Defines the target audience.
5	Evaluates the media plan with a creative and critical approach.

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

To have taken and completed the 1st and 2nd year basic and intermediate level communication, advertising and public relations courses.

Recommended Optional Programme Components

Providing and implementing a practical teaching environment

Course Contents

Introduction to strategic media planning; media planning process and evaluation of media plans.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Introduction to media planning
2	Media environment in Turkiye.
3	Media terms and calculation methods.
4	Features of different channels and new trends.
5	The steps of the media planning process: From brief to evaluation.
6	Measurement, research, consumer, sector and competition analysis in the media.
7	MIDTERM
8	Strategic planning: Determining the role of media in brand communication.
9	Strategic planning: Defining the target audience
10	Strategic planning: Determining the media mix and developing implementation ideas.
11	Planning and purchasing by medium: Television.
12	Planning and purchasing on the basis of media: Newspaper, magazine, cinema, outdoor, radio.
13	Planning and purchasing on the basis of media: Digital
14	Planning and purchasing on the basis of media: Digital FINAL EXAM

Recommended or Required Reading

ANADOLU UNIVERSITY MEDIA PLANNING TEXTBOOK ISTANBUL UNIVERSITY MEDIA PLANNING TEXTBOOK

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
SUM		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60
SUM		100

Language of Instruction

Turkish

Work Placement(s)

NOT FOUND

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	10	10
Final Examination	3	30	90
TOTAL WORKLOAD (hours)			100

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15	PO 16	PO 17	PO 18	PO 19	PO 20	PO 21	PO 22	PO 23	PO 24	PO 25	PO 26	PO 27
LO1	4	4	4	4	4	4	4	4	4	4	4	4	4	4	4	4	4			4	3	4	4		4	3	4
LO2	4	4	5	5	5	5	5	5	5	5	5	5	5	5	4	4	4			5	4	4	4		4	4	4
LO3	4	4	4	4	4	5	5	4	5	5	4	4	4	4	5	5	5			5	5	5	5		5	4	5
LO4	4	4	4	5	4	4	5	4	5	4	4	4	4	4	4	5	4			5	5	5	5		5	4	5
LO5	5	4	4	5	4	4	5	4	4	4	4	5	5	5	5	5	5			5	5	5	5		5	4	4

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High