{"id":28623,"date":"2026-04-01T15:36:17","date_gmt":"2026-04-01T12:36:17","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=28623"},"modified":"2026-04-01T15:36:18","modified_gmt":"2026-04-01T12:36:18","slug":"ajans-dunyasinin-dinamikleri-iletisim-fakultesinde-konusuldu","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2026\/04\/01\/ajans-dunyasinin-dinamikleri-iletisim-fakultesinde-konusuldu\/","title":{"rendered":"Ajans D\u00fcnyas\u0131n\u0131n Dinamikleri \u0130leti\u015fim Fak\u00fcltesi\u2019nde Konu\u015fuldu"},"content":{"rendered":"\n

Haber: Melek Bet\u00fcl Kalkan<\/strong><\/p>\n\n\n\n

Foto\u011fraf: Melek Bet\u00fcl Kalkan<\/strong><\/p>\n\n\n\n

Edit\u00f6r: Melek \u00d6zt\u00fcrk<\/strong><\/p>\n\n\n\n

\u0130stanbul, (\u0130\u00dc Haber Merkezi) – United UP Strategy Group Director Elif Ay\u015fe Kurt, medya planlama ajanslar\u0131n\u0131n yap\u0131s\u0131n\u0131, departman dinamiklerini ve sekt\u00f6r\u00fcn gelece\u011fini \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi \u00f6\u011frencileriyle payla\u015ft\u0131.<\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi’nde y\u00fcr\u00fct\u00fclen Ajanslar\u0131n Organizasyonel Yap\u0131s\u0131 ve Y\u00f6netimi dersi kapsam\u0131nda konuk olan United UP Strategy Group Director Elif Ay\u015fe Kurt deneyimlerini ve sekt\u00f6rel bilgilerini \u00f6\u011frencilere aktard\u0131.<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

B\u00fct\u00e7enin y\u00fczde sekseni hedef planlamada<\/strong><\/p>\n\n\n\n

Medya ajans\u0131 denildi\u011finde akla ilk gelenin kreatif ajans oldu\u011funu ancak sekt\u00f6r\u00fcn ger\u00e7ekli\u011finin bundan \u00e7ok farkl\u0131 oldu\u011funu vurgulayan Kurt, “Sekt\u00f6rde d\u00f6nen b\u00fct\u00e7enin y\u00fczde seksenine kadar\u0131 hedef planlama ajanslar\u0131ndad\u0131r. Kalan k\u0131s\u0131m kreatif taraf ile prod\u00fcksiyona ayr\u0131lan b\u00fct\u00e7elerdir” dedi. Ajanslar\u0131n temel yap\u0131s\u0131n\u0131n strateji, medya planlama, sat\u0131n alma ve data-analitik olmak \u00fczere d\u00f6rt ana departman etraf\u0131nda \u015fekillendi\u011fini aktaran Kurt, bu departmanlar\u0131n m\u00fc\u015fteri i\u00e7in entegre bi\u00e7imde \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 da s\u00f6zlerine ekledi.<\/p>\n\n\n\n

Referans, sekt\u00f6r\u00fcn en kritik unsuru<\/strong><\/p>\n\n\n\n

\u0130nsan kayna\u011f\u0131 bulma ve elde tutman\u0131n sekt\u00f6r\u00fcn en b\u00fcy\u00fck sorunu oldu\u011funu belirten Kurt, i\u015fe al\u0131m s\u00fcre\u00e7lerinin di\u011fer sekt\u00f6rlerden k\u00f6kl\u00fc bi\u00e7imde ayr\u0131\u015ft\u0131\u011f\u0131n\u0131 ifade etti. Kurt, \u201cEn \u00f6nemli konu referanst\u0131r. \u0130\u00e7eriden birini tan\u0131yor musunuz? Daha \u00f6nce i\u00e7eriden biriyle bir masada ya da bir m\u00fc\u015fteri toplant\u0131s\u0131nda yer ald\u0131n\u0131z m\u0131? \u00c7\u00fcnk\u00fc en b\u00fcy\u00fck k\u0131ymet verilen \u015fey birinin referans\u0131yla sad\u0131k bir \u00e7al\u0131\u015fan kazanabilmektir\u201d ifadelerini kulland\u0131. Ajans sekt\u00f6r\u00fcn\u00fcn herkesin birbirini yak\u0131ndan tan\u0131d\u0131\u011f\u0131 k\u00fc\u00e7\u00fck ama yo\u011fun bir yap\u0131ya sahip oldu\u011funu da vurgulayan Kurt, bu ger\u00e7e\u011fin kariyer s\u00fcre\u00e7lerini do\u011frudan bi\u00e7imlendirdi\u011fini aktard\u0131.<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

Yapay zeka insan becerisinin yerini alamaz<\/strong><\/p>\n\n\n\n

Yapay zekan\u0131n sekt\u00f6rdeki rol\u00fcne de de\u011finen Kurt, adaptasyonun kritik \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 ancak insani becerilerin hi\u00e7bir zaman devre d\u0131\u015f\u0131 kalmayaca\u011f\u0131n\u0131n alt\u0131n\u0131 \u00e7izdi. Kurt, “Hi\u00e7bir zaman bir yapay zeka sizden daha iyi durumda olmayacak. Bizim i\u015fimiz temelde iyi ileti\u015fim, iyi v\u00fccut dili kullan\u0131m\u0131, kendinizi iyi bir \u015fekilde ifade etme ve sezgisel taraf\u0131m\u0131z\u0131n g\u00fc\u00e7l\u00fc olmas\u0131d\u0131r” dedi. Sekt\u00f6rde her g\u00fcn yeni bir yapay zeka modeliyle kar\u015f\u0131la\u015f\u0131ld\u0131\u011f\u0131n\u0131 ve bunlar\u0131n hangi alanlarda kullan\u0131labilece\u011finin s\u00fcrekli ara\u015ft\u0131r\u0131ld\u0131\u011f\u0131n\u0131 da belirten Kurt, bu tablonun adaptif olmay\u0131 zorunlu k\u0131ld\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

Dijital b\u00fcy\u00fcyor ama televizyon vazge\u00e7ilmez<\/strong><\/p>\n\n\n\n

T\u00fcrkiye’nin dijital medya al\u0131\u015fkanl\u0131klar\u0131na ili\u015fkin verileri de aktaran Kurt, \u00fclkede yakla\u015f\u0131k 80 milyon internet kullan\u0131c\u0131s\u0131n\u0131n 60 milyona yak\u0131n\u0131n\u0131n sosyal medya kulland\u0131\u011f\u0131n\u0131 belirtti. Buna kar\u015f\u0131n televizyonun h\u00e2l\u00e2 en g\u00fc\u00e7l\u00fc mecra olmay\u0131 s\u00fcrd\u00fcrd\u00fc\u011f\u00fcn\u00fcn alt\u0131n\u0131 \u00e7izen Kurt, “G\u00fcn\u00fcn sonunda bir kitleye ula\u015fmak istiyorsan\u0131z en ucuz yolla yine televizyon kullan\u0131l\u0131r. Ne zaman ki i\u015fin i\u00e7ine hedef kitleler ve segmentasyon girer, i\u015fte o zaman dijitali kullanmak zorundas\u0131n\u0131z” dedi. T\u00fcrkiye’nin yeni platformlara d\u00fcnyada en h\u0131zl\u0131 adapte olan \u00fclkelerden biri oldu\u011funu da payla\u015fan Kurt, 2025’in ikinci yar\u0131s\u0131ndan itibaren Reddit ve Pinterest kullan\u0131c\u0131 say\u0131lar\u0131n\u0131n h\u0131zla artt\u0131\u011f\u0131n\u0131 ve podcast t\u00fcketiminin ciddi bir ivme kazand\u0131\u011f\u0131n\u0131 aktard\u0131. <\/p>\n\n\n\n

Etkinlik, \u00f6\u011frencilerin sorular\u0131n\u0131n yan\u0131tlanmas\u0131n\u0131n ard\u0131ndan belge takdimiyle birlikte sona erdi.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Haber: Melek Bet\u00fcl Kalkan Foto\u011fraf: Melek Bet\u00fcl Kalkan Edit\u00f6r: Melek \u00d6zt\u00fcrk \u0130stanbul, (\u0130\u00dc Haber Merkezi) – United UP Strategy Group Director Elif Ay\u015fe Kurt, medya planlama ajanslar\u0131n\u0131n yap\u0131s\u0131n\u0131, departman dinamiklerini ve sekt\u00f6r\u00fcn gelece\u011fini \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi \u00f6\u011frencileriyle payla\u015ft\u0131. \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi’nde y\u00fcr\u00fct\u00fclen Ajanslar\u0131n Organizasyonel Yap\u0131s\u0131 ve Y\u00f6netimi dersi kapsam\u0131nda konuk olan United UP […]<\/p>\n","protected":false},"author":14,"featured_media":28629,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[25,34,178,2085,2348,31],"tags":[2093,161,40,1375,252,4046,3349],"class_list":["post-28623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-egitim","category-universite","category-fakultemizden","category-manset-haber","category-manset-yani","category-teknoloji","tag-ajans","tag-iletisim","tag-iletisim-fakultesi","tag-istanbul-universitesi-2","tag-medya","tag-melek-betul-kalkan","tag-melek-ozturk"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=28623"}],"version-history":[{"count":1,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28623\/revisions"}],"predecessor-version":[{"id":28631,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28623\/revisions\/28631"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/28629"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=28623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=28623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=28623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}