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Flash - for quick clean escapes this is a must. If you are lower lvl go ghost.
Teleport - Morgana being one of the slowest heros in game its nice to have to move around the map really fast and get back to your lane to keep getting xp. This is not a must but nice.
ignite - Great spells to get the KB's morgana has a hard time getting KB's early on in game this can help.
Clairvoyance - also nice spell go to know if you are about to get ganked or place to see buffs or in bushes before you go in. No means a must and if you have good wards kind of mute.
This can very depending on if you are in solo lane or in lane with partner. If you want to be passive or aggresive. Getting stun first makes you more aggrsive early on is allways the first pick to go in 2 man lanes to be aggresive and get the kills. Soil first is more for solo lanes just get 3 points into it quick and start getting quick easy creep kills for the cash.
For later on in your builds no matter if you go soil or stun first getting shield even early in your builds depends on who you are fighting in your lane and how aggresive they are being. If you have 2 melee in the lane with no real spells to block and you keep them push back no real point to get shield any early then 7. But if you got casters with stuns slow or huge burst attacks getting shield 3rd can really save your *** and make the diff in pushing the lanes.
With this build you do not need to worry about getting any sort of mana regen or mana runes just not worth it. Health,resist and armor are up to you but tend not to make a huge deal and if you are playing safe as you should with any caster you should not need them.
The main ruins you want with a morgana are spell pen and AP you can't go wrong with ethier or. More spell pen helps you with your soil. More AP helps you with your shield and also morgana has a high AP to spell ratio. I do recommended atleast getting ethier your marks or quins as Spell pen tho having some is allways great.
Now for the Flat AP or the per lvl ap. I will allways say go with per lvl with morgana. Morgana is a slow toon to get good early game she is decent but the flat AP most likly will not get you KB's / kills. Around mid lvls she will get better with the higher lvl spells and her ult that makes all the diff. By this time the per lvl rune have given you more AP then the flat ones.
For items i allways open the same no matter what.
Start - Meki and 2 mana pots
first time back - tear of goddess and sorc. shoes
2nd time back - soulstealer and start your ring
Then when ever you can pick up the finished ring and Archangels staff. Thats the bascis that i allways get for morgana. Gives you 500 - 600 ap, all the mana and regen you will need and the ring to use with your ult or when you are about to die.
For other items you can go with it all depends on how the game is going and what toons you are fighting. If nothing is being a real threat to you go more ap void staff gives you ap and cuts out alot of magic resist from them. Also a rod of ages or just get another ring for even more AP.
If you are getting beat on alot and in danger of dieing get Resist and armor items depending on what it is that you are facing.
Phys dmg - Thormail, Frozenheart or guardian angel
magic dmg - banshee's viel and abyssal scepter
For a mix just mix the items or go for more HP items. But in this case just get a Guardian angel allways a great item and sunfire cloak or warmog's.
For me in most games it will end up
in that order. Then after that i chug pot after pot red,green and blue if i have the money.