THE COLLEGE OF BUSINESS
Vision
The best business school in the region through research and industry-driven curricula.
Mission
To produce competent business professionals imbued with Christian values and responsive leaders who are committed to address the growing demands of manpower in business, commerce, industry, and
government services; and to produce effective entrepreneurs with unwavering passion for commitment and dedication for entrepreneurial endeavor through an outcomes-based curricula.
Goals
Specifically, the College of Business aims to:
1) offer courses to students that will give them the opportunity for professional competencies, and relevant application in business employment and entrepreneurial endeavors;
2) provide students with theoretical and practical business education enabling them to fulfill positions of trust and responsibility as well rounded entrepreneurs, managers, professional accountants, bookkeepers,
finance officers, marketing specialists, human resource development managers, economists, business executives, hoteliers, and restaurateurs;
3) develop students with integrity, possessing a sense of professionalism and sound responsibility and be prepared to participate actively in the socio-economic undertaking of the locality especially the depressed
sector of the society;
4) espouse excellence in instruction and all curricular activities;
5) instill in the minds and hearts of faculty that their commitment for continuous professional education is imperative to deliver quality education;
6) ensure that its faculty members conduct themselves with integrity and in an ethical manner as prescribed by the Code of Ethics of their respective profession as guided by the core values of the University; and
7) promote the culture of research among the faculty, administrative staff and students.
University Mission
Character
Competence
Culture
Graduate Attributes
Intended Learning Outcomes
Within 3-5 years, upon completion of the program, the graduate can…
God-loving
- Incorporate God’s teachings on the process of marketing company’s product and/or the product of their own business/enterprise
High level of professionalism
- Exemplify the high level of professionalism as marketing managers through Marist core values
Socially and ethically responsible
- Actualize in employment, projects and activities their social concern and their adherence to ethical standards
Professional competence
- Demonstrate deep understanding of marketing principles by creating effective and creative marketing strategies and tools
- Manage effectively any company and/or their own business/enterprise
Critical thinking and problem-solving - Exercise critical and creative thinking in improving the marketing strategies and activities of any company or their own business/enterprise
Communication skills
- Apply effective communication skills both in written and oral forms in terms of presentation of projects and/or negotiations to any
stakeholders of company they will be employed into or in their own business
Life-long learning skills
- Apply skills to manage and develop the marketing department/division of a company or their own business/enterprise
Research skills
- Generate new marketing strategies or tools for utilization in the company where they are employed or in their own business/enterprise
Interpersonal skills
- Work effectively with co-workers of varying fields of discipline, motivation and cultural-orientation in the workplace
Culture-sensitive
- Deal professionally and humanely with people from the field of business and marketing
1
THE BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT PROGRAM
Goals
The Marketing Program is designed to prepare the students to entrepreneurial or corporate work in modern marketing management and train them for higher responsibilities in the marketing organization. The
graduates are expected to be responsive professional entrepreneurs and marketers. They will be provided with the knowledge of business theories, technical skills and competencies in different areas of marketing
and are prepared to assume a responsible position within the business industry. Graduates will have acquired skills in decision-making, problem solving, and leadership, in addition to fundamental business and
management procedures.
SYLLABUS IN MARKETING MANAGEMENT
First Semester, SY _____+_
COURSE TITLE
COURSE CODE
CREDIT UNITS
PREREQUISITES
FACULTY
CONTACT NO. OR EMAIL
CONSULTATION TIME
I.
: Advertising
:
: Three (3) credit hours
: None
:
:
:
COURSE DESCRIPTION
This course intends to shed light on the important components of the promotion mix namely: sales promotion, personal/direct selling, publicity/public relations and with emphasis on advertising.
Information about products, services and ideas, do not come easy to whom they are intended. No matter how good the product, how valuable the services, or how sensible the ideas; their creation or
existence remains unknown without efforts to make the information available. With promotion which is a powerful communication tool, consumers are not only made aware of existing products but at the
same time are persuaded to take action; that is, buying the product offering. The effectiveness of promotion depends upon strategies consisting of activities that are different from each other but are
designed to help marketing and marketing people in the field. Included in this course are various concepts, principles and practices of these promotional tools and strategies. Promotion is rooted in the
marketing function; it evokes enthusiasm, excitement, inspiration and energy to those who are studying marketing.
II.
TEACHING AND LEARNING FRAMEWORK
_________ as a higher institution of learning adheres to the teaching-learning philosophy that is student-centered, transformative, outcome-based, relevant and responsive, and Marist Pedagogy-Oriented.
III.
COURSE POLICIES/GUIDELINES
To make the course motivating and participative, various teaching methodologies will be used in the course apart from the usual lecture, discussion, graphical and quantitative techniques, analyses, and
small group discussions, researches and oral reports shall be employed.
Academic Integrity
Academic integrity is expected of all students. The attempt by any student to present as his/her own work which he/she has not produced is regarded by the faculty and administration of NDMU as a serious
offense. Students are considered to have cheated if they turn in assignment written in whole or in part by someone else. Students are guilty of plagiarism, intentional or not, if they copy from books,
magazines, internet, or other sources without identifying and acknowledging those sources or if they paraphrase ideas from such sources without acknowledging them.
2
Students enrolled in the course cheating on exams or quizzes or commit plagiarism, or copy another student’s work in any way, violate the Academic Integrity policy of the University and will receive an F
(0 points) on the test or assignment in question. In addition, they will be reported to the College Dean for appropriate sanction.
Attendance
Each session is very important to students’ learning so they should avoid being absent. Unexcused and/or chronic tardiness and early exit will be counted as an “absence”. Missing a class does not excuse
students from the work assigned. They will be expected to complete and submit any assignments before or at the beginning of the next session.
Class Management
All students are expected to come to class on time. Use of cell phones and other electronic gadgets are prohibited. Cell phones will be placed in silent mode. Wearing of IDs and complete uniform is a
must.
IV.
COUSE REQUIREMENTS
The following are the requirements for the completion of this course:
1) passing the midterm and final examination;
2) submission of regular assignments, seat works, reports, analysis of cases, chapter synthesis, passing quizzes at least once a week, attendance to seminars; and
3) submission of a mini thesis at the end of the semester.
V.
GRADING SYSTEM
The grading system for both midterm and final for this course will be as follows:
VI.
1) Midterm Grade
Class Works (Assignments, quizzes, recitations, and other requirements)
Examination
TOTAL
60%
40%
100%
2) Final Grade
Class Works (Assignments, quizzes, recitations, mini thesis and other requirements)
Examination
TOTAL
60%
40%
100%
PROGRAM OUTCOMES AND RELATIONSHIP TO PROGRAM EDUCATIONAL OBJECTIVES (GRADUATE ATTRIBUTES)
PROGRAM OUTCOMES (POs)
Article IV, Section 6.2, CMO No. 19, Series of 2017
At the end of the course, the student should be able to:
Character
The graduate is:
 God-loving
 With high level of
professionalism
 Socially and ethically
responsible
Competence
The graduate demonstrates:
 Professional competence
 Critical thinking and problemsolving skills
 Communication skills
 Life-long learning skills
 Research skills
√
3
Culture
The graduate is:
 With interpersonal
skills
 Culture-sensitive
√
a) perform the basic function of management such as planning, organizing, staffing, directing and controlling;
b) apply the basic concepts that underlie each of the functional areas of business (marketing, finance, human resources,
management, production and operations management, information technology, and strategic management) in various
business situations;
c) use the proper decision-making tools to critically, analytically, and creatively solve problems and drive results;
d) express oneself clearly and communicate effectively with stakeholders both in oral and written forms;
e) apply information and communication technology (ICT) skills as required by the business environment;
f) work effectively with other stakeholders and manage conflict in the workplace;
g) plan and implement business-related activities;
h) demonstrate corporate citizenship and social responsibility; and
i) exercise high personal moral and ethical standards.
VII.
RELATIONSHIP OF COURSE LEARNING OUTCOMES (CLOs) TO PROGRAM OUTCOMES (POs)
COURSE LEARNING OUTCOMES (CLOs) for the subject
At the end of the course, the students can:
CLO 1: enumerate the basic elements of promotion with emphasis on the measurement of their effectiveness;
CLO 2: develop various creative and excellent promotional campaigns;
CLO 3: expose themselves to the latest promotion techniques and study how these are applied effectively; and
CLO 4: create integrated marketing communication campaigns to effect better sales.
VIII.
WEEK
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b
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c
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PROGRAM OUTCOMES (POS)
d
e
f
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√
g
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h
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i
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COURSE COVERAGE
CLO CODE
LINKS
1
2
3
4
1-2
TOPIC
COURSE ORIENTATION
√
√
THE PROMOTIONAL MIX AND THE
MARKETING PROGRAM
 Promotion Definition and Overview
 Promotion in the Marketing Mix
 The Nature of Implicit Promotion
 The Transactional and Informational
Dimensions
 The Explicit Promotion
3-4
a
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√
√
√
√
√
√
PROMOTION AND THE
COMMUNICATION PROCESS
INTENDED
LEARNING
OUTCOMES
(ILO)
TEXTBOOKS /
REFERENCES
TEACHING &
LEARNING
ACTIVITIES
(TLA)
ASSESSMENT
METHODS/
STRATEGIES
VALUES
INTEGRATION
TARGET
(RESULT)
 Students can
express
vocally the
nature of
promotional
mix and
marketing
program.
 Arens, W. (2015).
Advertising (2nd
ed.). NY: McGrawHill Education
 Moriarty,S. (2010).
Advertising:
Principles and
practice (8th ed.).
N.J.: Pearson
Prentice Hall.
 Lecture
 Recitation
 Assignments
 Group
discussion
 Quiz
 Written discussion
 Reaction papers and
chapter synthesis to
be submitted via the
instructor’s e-mail
address
 Transparency
 Honesty
 Truthfulness
100% of the
students will
have a rating
higher than
75% .
 Students can
tell the basic
 Arens, W. (2011).
Contemporary
 Lecturediscussion
 Graded role playing
of the process in
 Clarity
 Honesty
100% of the
4
 The Concept of Communication
 Basic Elements in the Communication Process
 Perception and Response
 Selection Perception, Attitudes
5-9
√
√
PROMOTION STRATEGY
 Personal Selling
 Personal Selling – Sales People at Work
 Planning and Organizing the Personal
Selling Program
 Managing the Sales force
 Sales Promotion
 The Unique Character of Sales Promotion
 Special Communication Methods
 Special Offers
 Publicity
The General Nature of Publicity as a
Promotional Element
Major Forms of Publicity Efforts
Positioning Publicity in the Full Promotional
Mix
 Public Relations
 The Role of Public Relations
 The Public Relations Job
 Public Relations Tool
 Direct Marketing
 Understanding Direct Marketing
 The Role of Direct Marketing in IMC
 Types of Direct Marketing Activities
MIDTERM EXAMINATION
10-12
√
√
√
AN INTRODUCTION TO ADVERTISING
 Advertising defined
 Role of Advertising in Business
 Economics of Growing Needs for Advertising
 Society and Ethics: The effects of Advertising
 Economic, Social and Regulatory Aspects of
Advertising
advertising and
integrated
marketing
communications
(13th ed.). Boston:
McGraw- Hill/
Irwin.
 Labeling the
communication
process
 Role playing
 Video
presentation
communication
 Quiz
 Reaction papers and
chapter synthesis to
be submitted via the
instructor’s e-mail
address
 Sincerity
 Timeliness
 Simplicity
students will
have a rating
higher than
75% .
 Students can
identify and
recite the
various
promotion
strategies
through PPT
presentation
and video
clips
 Belch, G. E. (2015).
Advertising and
promotion: An
integrated
marketing
communications
perspective (10th
ed.). NY: McGrawHill Education.
 Lecturediscussion
 Slide show
 Video
presentation
 Resource
speaker from
Avon/Natasha/
Tupperware
 Resource
speaker from
different
establishment
 Personal selling
demonstration
 Telemarketing
demonstration
 Collect and critique
sample publicity
from newspapers
and magazines
 Actual sales
presentation in the
class (by group or
individual)
 Graded
telemarketing
activity – making a
sales presentation
using the telephone
 Reaction papers and
chapter synthesis to
be submitted via the
instructor’s e-mail
address
 Perseverance
 Strong
determination
 Good
interpersonal
relationship
 Creativity
 Honesty
 Confidence
100% of the
students will
have a rating
higher than
75% .
 Students can
express orally
their
knowledge of
advertising
and they can
create an
advertising
 Moriarty,S. (2010).
Advertising:
Principles and
practice (8th ed.).
N.J.: Pearson
Prentice Hall.
 Van Dyck,
F. (2014).
 Lecturediscussion
 Video
presentation
 Brainstorming
 Student
learning
exercises
 Quizzes
 Graded presentation
of prepared
advertising
campaigns
 Critique of prepared
advertising
campaigns
 Honesty
 Truthfulness
 Creativity
 Integrity
 Industry
 Patience
 Love of work
 teamwork
100% of the
students will
have a rating
higher than
75% .
elements of
the
communicatio
n process.
5
 Scope of Advertising from Local to Global
 Crafting Marketing and Advertising Strategies
 Integrating Advertising with Other Elements of
the Communications Mix
 Creating Advertisements and Commercials
13-18
√
√
√
USE OF ADVERTISING MEDIA
 Producing Ads for Print, Electronic and Digital
Media
The Print production Process
Quality Control in print production
The Radio Commercial Production Process
Television Commercial Production Process
Producing Advertising for Digital Media
 Selecting Print media
Rrole of print media buyer
Using magazines in the Creative Mix
Buying magazine space
Using Newspapers in the Creative Mix
How advertisers buy newspaper space
Print media and new Technologies
 Using Electronic Media Television and Radio
The medium of television
Buying television time
Video rental advertising
The medium radio
Buying radio time
 Using Digital interactive Media and direct mail
Digital interactive media
The internet as a medium
Measuring internet audience
Buying time and space on the net
Global impact of Internet
Other interactive media
 Using Out-of home, Exhibitive and
Supplementary media
campaign
using varied
chosen
strategies.
Advertising
transformed: The
new rules for the
digital
age. London:
Kogan Page Ltd
 Workshop on
photography
 Reaction papers and
chapter synthesis to
be submitted via the
instructor’s e-mail
address
 Portfolio on the
lecture/workshop
containing the
various elements of
photography
 Students can
choose and
make
advertisements
using any of
the varied
media
vehicles.
 Art of copywriting
(2014). Retrieved
from
http://www.slidesha
re.net/nazneen3/cfa
kepaththe-artcopywriting?related
=1
 Broadcast
advertising (2014).
Retrieved from
http://www.manage
mentstudyguide.co
m/broadcastadvertising.htm
 Copywriting for
print and broadcast
advertising (2016).
Retrieved from
http://www.slidesha
re.net/marketeach/c
opywriting
 Lecturediscussion
 Video
presentation
 Resource
speaker from
media
practitioner
 Brainstorming
 Visit to an ad
agency
 Personal
interview on
personnel of
local radio and
TV stations
 Workshop on
how to make
ads on
electronic or
social media
with Photoshop
application
 Quizzes
 Recitation
 Individual
preparation of a
printed
advertisement
 Graded Group
presentation of
radio script and
storyboard for a TV
commercial,
respectively
 Reaction papers and
chapter synthesis to
be submitted via the
instructor’s e-mail
address
 Observe and
critique an outdoor
advertisement
 Graded evaluation
of the workshop
output
 Clarity in
communication
 Transparency
 Accuracy
 Patience
 Love of work
 Truthfulness
 Creativity
6
100% of the
students will
have a rating
higher than
75% .
Out-of-home
Outdoor advertising
Transit advertising
Other out-of-home media
Supplementary media
FINAL EXAMINATION
IX.
REFERENCES
7