BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PRL3101 | Media Strategy and Management | Fall | 3 | 0 | 3 | 6 |
Basic information
| Language of instruction: | English |
| Type of course: | Must Course |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assist. Prof. NİLÜFER GEYSİ |
| Course Lecturer(s): |
Assist. Prof. ÖYKÜ TÜRKELİ Assist. Prof. NİLÜFER GEYSİ |
| Course Objectives: | The aim of this course is to provide students with basic information on media strategy and management, to develop media relations and media planning skills, and to enable them to understand the relationship between media and public relations/advertising. |
Learning Outcomes
|
The students who have succeeded in this course; 1. Can define and explain the basic concepts of media strategies, media relations, and media planning. 2. Explain the media planning process and discuss its meaning with practical examples. 3. Can develop media strategies and media plans, and create strategies for managing media relations effectively. 4. Can analyze media channels and make appropriate media selections for the target audience. 5. Can analyze the interactions between digital media, social media, and traditional media, and develop integrated media strategies. |
Course Content
| This course aims to define and explain the basic concepts of media strategies, media relations, and media planning, as well as to understand the media planning process and discuss it with practical examples. Furthermore, students will learn to develop media strategies and plans, analyze media channels for appropriate target audience selections, and create integrated media strategies by analyzing the interactions between digital, social, and traditional media. This course will be conducted with an interactive teaching method supported by case studies, group discussions, media analyses, and practical projects. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Orientation | |
| 2) | Introduction to media strategy and management PESO Model | |
| 3) | Media research methods and target audience analysis | |
| 4) | Traditional media | |
| 5) | Digital media | |
| 6) | Understanding media environment (press, broadcasting, digital media environments) Journalism and PR | |
| 7) | Developing media lists Building a media relations plan Checklist for effective media relations | |
| 8) | Midterm exam | |
| 9) | Content marketing | |
| 10) | Media planning-1 | |
| 11) | Media planning-2 | |
| 12) | Media planning-3 | |
| 13) | Media planning-4 | |
| 14) | Overview |
Sources
| Course Notes / Textbooks: | |
| References: | Media Planning & Buying in the Digital Age by Ronald D. Geskey Strategic Media Decisions by James L. Borden and Ruth A. Borden |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 10 |
| Project | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 8 | 104 |
| Project | 1 | 5 | 5 |
| Homework Assignments | 1 | 3 | 3 |
| Total Workload | 151 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 3 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | 2 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 4 |
| 4) | To be able to follow and interpret innovations in the field of advertising | 2 |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | 2 |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | 3 |
| 7) | To recognize and understand all the dynamics within the field of advertising | 3 |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 4 |