Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2MDY104Media Planning2+2+03405.09.2025

 
Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Media and Communication
Type of Program Formal Education
Type of Course Unit Compulsory
Course Delivery Method Face To Face
Objectives of the Course In this course, the basic concepts of media planning, the planning process and measurement methods and techniques are learned to gain the ability to apply them.
Course Content In the course, subjects such as media planning stages, media selection, media planning strategies, purchasing, planning measurement methods, advertising costs, and the market will be explained.
Course Methods and Techniques Lecture, case study, question-answer, discussion
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Instructor Betül Gündoğan betul.gundogan@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Gıyasettin Tayfur. (2017). Media Planning and Purchasing. Istanbul: Eğitim Yayınevi.
Course Notes
Bilgen Başal. (2018) New Media Planning and Consumer Behaviours Integrated Media Planning Covering Traditional and Digital Media. Istanbul: Çantay Bookstore.
Course Notes Lecture, case study, question-answer, discussion

Course Category
Social Sciences %20
Field %80

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 2 % 20
Final examination 1 % 50
Total
4
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 2 28
Assignments 2 6 12
Mid-terms 1 10 10
Final examination 1 15 15
Total Work Load   Number of ECTS Credits 4 107

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Defines media and media planning, knows the basic concepts used.
2 Learns media planning strategies and gains the ability to implement them.
3 Understands the features and strategies of traditional and digital media in the selection of media and develops new projects.
4 Evaluates and analyzes an effective media plan.
5 In media planning, it calculates the cost of purchasing and advertising according to the characteristics of the vehicle.
6 Knows media planning, evaluates and analyzes sample plans and gains planning skills.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Informing about media, media environment and tools and introduction to media planning Lecture notes
2 Definition of media planning and basic concepts used Lecture notes
3 Marketing and media planning relationship Lecture notes
4 Advertising, audience analysis and media planning Lecture notes
5 Media planning stages and media strategies used Lecture notes
6 Channel selection in media planning; newspaper, radio, TV, internet Lecture notes
7 Media planning in traditional and digital media Lecture notes
8 Evaluation of the effectiveness of the media plan: measurement Lecture notes
9 Measurement in traditional media Lecture notes
10 Measurement in digital media Lecture notes
11 Concepts used in media plan evaluation Lecture notes
12 Media costs and purchasing Lecture notes
13 Media planning examples I Lecture notes
14 Media planning examples II Lecture notes

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15
All 3 4 2 3 4 2 4 3 4 3 4 4 2 4 4
C1 1 5 2 4 4 2 5 4 5 3 3 4 1 5 5
C2 4 5 5 3 3 2 1 1 4 3 1 4 5 1 3
C3 5 2 2 3 1 4 4 5 2 1 4 3 3 5 3
C4 3 4 2 1 3 1 1 3 2 5 1 3 5 4 3
C5 3 2 1 2 3 4 5 3 5 3 5 1 1 4 4
C6 5 4 1 5 4 4 5 1 5 5 5 4 4 4 4

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