Akademik Dersler - Tanıtım

Last Updated: 05/10/2026

Code - Course Title	Course Type	Laboratory + Practice	ECTS
RHİ451 - Strategic Planning	VI. SEMESTER	3 +0	4.0

Language of Instruction	Türkçe
Course Type	Area Elective Courses
Course Instructor(s)	PROF. DR. NEVZAT BİLGE İSPİR
Mode of Delivery	This course is conducted only in the form of face to face education.
Place of Delivery	On Campus
Used Educational Platforms	Face-to-face
Prerequisites	There is no prerequisite or co-requisite for this course.
Courses Recomended	It is suggested for sutudents to take RHI 204 Consumer behaviour, RHİ306 Communication Research courses.
Recommended Resources	Jhonston R. E. & Bate. J.D. (2003).The Power of Strategy Innovation, New York: Amacom, Parante, D. (2004) Advertising Campaign Strategy: A Guide to Marketing Communication Plans, Ohio : Thomson/South-Western, Stratejik Planlama, Reklamcılık Vakfı Yayınları 2000 Kunde, J. (2000) Şirket Dini, Çev. N. Ulusay, N. Eruysal, MadiaCat Yayınları
Work Placement	Not Applicable
Aims of the Course	The aim of this course is to enable students to learn the fundamental concepts, methods, and strategies used in advertising campaign planning; to develop their ability to comprehensively address the advertising planning process, from market and target audience analysis to the determination of advertising objectives, development of creative and media strategies, budgeting, implementation, and evaluation of campaign outcomes.

Weeks	Learning Outcomes	Topics	Teaching Methods
Week - 1	LO-1	Advertising and Culture	Lecture Question & Answer
Week - 2	LO-1	Overview of strategic planning steps	Lecture Question & Answer Discussion
Week - 3	LO-1	Reseach for strategic planning and Marketing research	Lecture Question & Answer Discussion
Week - 4	LO-2	Selecting The target Audience	Lecture Question & Answer Discussion
Week - 5	LO-2	Understanding target audience decision making	Lecture Question & Answer Discussion
Week - 6	LO-3	Positioning	Lecture Question & Answer Discussion
Week - 7	LO-4	Developing communication objectives and strategy	Lecture Question & Answer Discussion
Week - 8	LO-4	Developing communication objectives and strategy	Lecture Question & Answer Discussion
Week - 9	LO-4	Setting a media strategy	Lecture Question & Answer Discussion
Week - 10	LO-4	Creative brief	Lecture Question & Answer Discussion
Week - 11	LO-4	Guide Fish Strategic planning model	Lecture Question & Answer Discussion
Week - 12	LO-1 LO-2 LO-3 LO-4	Case Study	Lecture Question & Answer Discussion
Week - 13	LO-1 LO-2 LO-3 LO-4	Case study	Lecture Question & Answer Discussion
Week - 14	LO-1 LO-2 LO-3 LO-4	Case study	Lecture Discussion

Quality Education Responsible Production and Consumption

Media, Design and Creative Arts Data Science Innovation Skills

Open-Ended Test Homework Presentation

Assessment Method and Passing Requirements
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