SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
HIR6206	Media Communication and Strategic Planning	2	Spring	3	0	3	6

Course Type :	Elective Course III
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi SERAP BOZKURT
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is to teach media planning activities and the role of media in the fields of media. Media, the relationship between advertising and consumer, media planners role in this relationship are also in the topics covered in this course.
Course Content:	This course covers topics such as: The Concept and Development of Media Planning, The Relationship Between Advertising, Consumer and Media, Media Planning and Advertising Campaigns, The organization of media planning, Written, Oral, Visual Media Planning

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Explains the fundamental theoretical approaches related to media communication and communication strategies.

2) Develops a strategic communication plan for a defined target audience.

Skills (Describe as Cognitive and/or Practical Skills.)

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Conducts a study on communication strategies independently and with responsibility.

2) Develops knowledge and skills in media communication and communication strategies through a lifelong learning approach.

3) Uses media communication tools effectively in line with corporate and strategic communication objectives.

4) Contributes to the development of communication strategies through teamwork and in accordance with ethical principles.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to the course, scope, objectives, and basic concepts	Lecture Notes, Internet Research, and Literature Reviews
2)	Theoretical foundations of communication and media concepts	Lecture Notes, Internet Research, and Literature Reviews
3)	Target audience analysis and message strategies	Lecture Notes, Internet Research, and Literature Reviews
4)	Traditional media and the new media ecosystem	Lecture Notes, Internet Research, and Literature Reviews
5)	Media planning and selection of communication channels	Lecture Notes, Internet Research, and Literature Reviews
6)	The concept of strategic communication and basic approaches	Lecture Notes, Internet Research, and Literature Reviews
7)	Mass communication theories and media effects	Lecture Notes, Internet Research, and Literature Reviews
8)	Midterm exam / Midterm evaluation
9)	Corporate communication and brand communication strategies	Lecture Notes, Internet Research, and Literature Reviews
10)	Digital media, social media, and content strategies	Lecture Notes, Internet Research, and Literature Reviews
11)	Media relations and strategic practices in public relations	Lecture Notes, Internet Research, and Literature Reviews
12)	Case studies and student presentations	Internet Research, and Literature Reviews
13)	Case studies and student presentations	Internet Research, and Literature Reviews
14)	Case studies and student presentations	Internet Research, and Literature Reviews

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

Ders sunumları ve İnternet araştırmaları,

References:

Jack z. Sissors, Roger B. Baron, 2008; Medya Planı Nasıl Hazırlanır?- Mediacat Yayınları, İstanbul Yard.Doç.Dr.Gülbuğ Erol, 2007; Reklam ve Medya Planlaması-Beta Yayınları,İstanbul Mehmet Özkundakçı, 2012; Üçü Bir Arada-Hayat Yayınları, İstanbul Doç.Dr. Hasan Kemal Suher, Doç.Dr. Hüseyin Altunbaş Yrd.Doç.Dr. Bilgen Başal Yrd.Doç.Dr. Nevzat Bilge İspir,2012;Medya Palanlama-T.C. ANADOLU ÜN.V YAYINI NO: 2537, Eskişehir

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5	6
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Case Study
Demonstration
Homework
Questions Answers
Individual and Group Work
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Active Participation in Class

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 50.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	14	4	56
Presentations / Seminar	1	40	40
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	138
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	3	3
Midterms	1	3	3
Semester Final Exam	0	0	0
Total Workload of Assesment & Evaluation Activities	-	-	6
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			144
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6