Advertising

  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administra...

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  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administration  (BSBA)   Major:  Marketing  Management     COURSE  OUTLINE     Advertising     I. Course  Number:    MM  4         Credit:      3  units     II. Course  Title:    Advertising         Pre-­‐Requisite:      MM  1     III. Course  Description:         This   course   provides   a   comprehensive   overview   of   advertising   and   promotion   from   an   integrated   marketing   communications   (IMC)   perspective.   It   also   studies   the   factors   important   for   the   development   of   a   successful   advertising   management   from   a   branding   perspective,   which   will   cover   topics   such   as   situation   analysis,   selection   of   target   markets,   development   of   objectives,   creative  guidelines,  media  selection  and  scheduling,  budgeting,  and  performance  evaluation.     IV. Course  Objectives:     At  the  end  of  the  course,  the  student  should  be  able  to:    

1. Give  details  of  the  basic  principles  and  concepts  of  advertising  and  promotions  and  how   these  relate  to  other  marketing  functions  (e.g.,  branding,  pricing,  etc.).   2. Explain   how   key   elements   within   the   marketing   communications   mix   (e.g.,   advertising,   promotion,  direct  marketing  and  the  Internet)  are  integrated,   3. Learn   how   consumer   behavior,   creative   strategy,   the   communication   process,   media   strategy,   market   research,   and   program   evaluation   tools   are   used   to   design   effective   advertising  and  promotion  programs.   4. Recognize   how   broadcast   media   (e.g.,   television,   radio),   print   media   (e.g.,   magazines,   newspapers),   support   media   (e.g.,   outdoor   advertising),   direct   marketing   (e.g.,   postal   mail),  and  interactive  media  (e.g.,  the  Internet)  are  used  in  advertising  and  promotion.   5. Give   worth   to   creativity,   relevance   and   production   quality   in   the   development   of   effective  advertisements.   6. Appreciate   the   social,   ethical   and   economic   aspects   interplay   of   advertising   and   promotion.   7. Design   and   present   an   advertising   promotion   campaign   plan   for   a   selected   product/service.   8. Create   copy   and   design   visuals   for   a   TRIP   (television,   radio,   internet   and   print   ad   campaign,  applying  the  techniques  and  competencies  discussed  in  the  course.    

V. Course  Outline    

 

 

 

 

 

 

 

 

No.  of  Hours  

 

 

 

 

 

 

 

   13.5  hours  

 

A. Advertising  Process    

1. Introduction  to  Integrated  Marketing  Communications   2. The  Communication  Process   3. Introduction  to  Advertising  and  Brand  Promotion    

  4. Organizing  for  Advertising  and  Promotion:  The  Role     of  Ad  Agencies  and  Other  Marketing  Communication  Organizations   5. The  Agency  in  Cyberspace   6. Social  and  Economic  Aspects  of  Advertising  and  Branding   7. Ethics,  Regulation  and  Social  Responsibility  in  Advertising    

B. Planning  and  Strategy  in  Advertising  

 

 

 

 

 

   13.5  hours  

 

1. Consumer  Behavior  and  Segmentation  Marketing,  Positioning  and  Value   2. Advertising  and  Promotion  Research   3. Source,  Message  and  Channel  Factors                         No.  of  Hours   4. Ad  Planning  and  Strategy   5. The  Print  Advertisement  and  Media   6. Establishing  Objectives  and  Budgeting  for  the     Promotional  Program   7. Creative  Strategy:  Planning    Development,  Implementation     and  Evaluation   8. Message  Strategy  and  Art  Direction/Production   9. Media  Planning     C. Advertising  Messages               1. TV  Advertising  and  the  Broadcast  Media     2. The  Internet  and  Social  Media   3. Advertisement:  Celebrity  Advertising  and     Sponsorship/Event  Marketing   4. Sales  Promotion,  Point-­‐of-­‐Purchase  Advertising   5. Direct  Marketing   6. Public  Relations   7. Measuring  the  Effectiveness  of  the  Advertising  and     Promotion  Program     D. Advertising  Promotion  Campaign  Plan           1. Executive  Summary   Section  One:  Client  Background   2. Brief  History   3. Current  Campaign  Goals   4. Target  Audience   Section  Two:  Research   5. Client  Assessment:  Situational  Analysis   6. Testing  of  Creative  Ideas   Section  Three:  Advertising  Plan   7. Creative  and  Media  Plan   8. Public  Relations  Plan   9. Media  Mix   10. Media  Budget   Section  Four:  Monitoring  and  Evaluation    

 

 

   13.5  hours  

 

 

   13.5  hours  

 

VI.  

11. Implementation  Schedule   12. Campaign  Evaluation  Plan       References     A. Bibliography     Arens,  William  F.,  Contemporary  Advertising.  McGraw-­‐Hill/  Irwin,  New  York     Barker  and  et.al.  (2013)  Social  Media  Marketing:  A  Strategic  Approach.  South  Western   Cengage  Learning  USA     Chitty  William  and  et.al  (2012).  Integrated  Marketing  Communications.  2nd  Edition,  Cengage   Learning  Asia  Pte.  Ltd,  USA     Gifford,  Clive  .  (2006).  Advertising  and  Marketing.  Hernemann  Library,  Chicago,  Illinois     Hackley,  Chris  Advertising  and  Promotion.  Sage  Publication,  London     Kotler  &  Armstrong.Garry  (2011)  Principles  of  Marketing,  16th  Edition.  Pearson  Education   Snith  Asia  Pte.  Ltd.  Singapore     Kotler,  Philip  et.al.  (2010).  Principles  of  Marketing  a  Global  Edition,  Pearson  Education,  Inc.   Singapore     O’Guinn,  Thomas  C.  et.al.  (2007).  Advertising.  South  Western  College  Publishing,  Cincinnati,   Ohio.     Young,  Felina  C.  and  et.al.(2009)    Principles  of  Marketing.  Rex  Printing  Company,  Inc.  Sta.   Mesa  Quezon  City    

  VII.  

Course  Requirements   A. B. C. D. E. F.

  VIII.  

Quizzes   Periodic  Examinations   Graded  Class  Participation   Company/Agency  Visit   Seminar/Workshop   Advertising  Promotion  Campaign  Plan  

Grading  System   Midterm  Grade           Tentative  Final  Grade     Prelim  Examination     25%     Semi-­‐final  Examination   25%   Midterm  Examination     25%     Final  Examination     25%   Class  Standing       50%     Class  Standing       50%   Total                                100%     Total                                100%                              Midterm  Grade    +    Tentative  Final  Grade  

 

  Final  Grade      

 

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