VISION
In pursuit of perfection, the University of Baguio is committed to provide balanced quality education by nurturing academic excellence, relevant
social skills and ethical values in a fun learning environment.
MISSION
The University of Baguio educates individuals to be empowered professionals in the global community.
SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY MISSION
The University of Baguio educates individuals to be empowered professionals in a global community. The School of Business Administration and
Accountancy edifies competitive and morally upright individuals.
OBJECTIVES
The School of Business Administration and Accountancy, in an exuberant learning climate, aims to nurture a business graduate who:
1.
2.
3.
4.
5.
6.
Cultivates the knowledge, that are imperative for career success in a globalized setting;
Demonstrates relevant skills;
Utilizes macro-environmental acumen for economic growth and development;
Typifies professional integrity with humility;
Undertakes researches to promote systematic bases for business decisions; and
Models exemplary performance in business
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA, MBA
Page
1/7
INSTITUTIONAL OBJECTIVES (REVISED 2012)
The University of Baguio aims to produce a graduate who:
1. Exemplifies a higher standard of learning;
2. Manifest the mastery of relevant skills;
3. Upholds a conduct that is rightful and just;
4. Undertakes scientific and significant reserches;
5. Advocates sustainable programs for the community and the environment; and
6. Leads and demonstrates exemplary performance in the field of specialization.
COURSE TITLE: MKTMAN 2
DESCRIPTION: ADVERTISING
COURSE DESCRIPTION:
The purpose of this course is to introduce the theory and application of creativity in advertising. It covers a range of topics including the nature of creativity, the
history of advertising creativity and the application of creative strategy to various media. Although students don't have to have exceptional artistic skills, they will
be required to write, design and present original advertisements. The emphasis throughout the course, however, is on developing good advertising based on
solid strategic thinking. By the end of the term, they will have a portfolio of finished ads.
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page
COURSE OUTLINE:
FIRST GRADING
TOPICS
I. The World of Advertising and Integrated Brand
Promotion
a. What is advertising
b. Advertising as a Communication process
c. The audience for Advertising
d. Advertising as a Business process
II. The Structure of the Advertising Industry:
Advertisers, Advertising Agencies, and Support
Organization
a. Trends affecting the Advertising and Promotion
Industry
b. The Scope and Structure of the Advertising industry
III. Social, Ethical and Regulatory Aspects of
Advertising
a. The Social Aspects of Advertising
b. The ethical aspects of Advertising
c. The regulatory Aspects of Advertising
IV. Advertising, Integrated Brand promotion, and
Consumer Behavior
a. The Consumer as Decision Maker
b. The Consumer as Social Being
V. Market Segmentation, Positioning and Value
proposition
a. Indentifying Target Segments
b. Prioritizing Target Segments
c. Formulating the Positioning Strategy
d. Capturing the Strategy in a value proposition
Course Title:
MKTMAN2
Description:
ADVERTISING
No. of
Hours
Activity Learning Approach
Evaluation
2
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
Lecture
Discussion
Case Analysis
3
Lecture
Discussion
Case Analysis
3
Lecture
Discussion
Case Analysis
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Quiz
Recitation
Assignment
Case Analysis Output
Quiz
Recitation
Assignment
Case Analysis Output
Quiz
Recitation
Assignment
Case Analysis Output
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page
MIDTERMS
VI. Advertising and Promotion Research
a. Developmental Advertising and Promotion Research
b. Copy Research
VII. Creativity, Advertising and Brand
a. Creativity Acrooss Domains
b. Advertising agencies, the creative process, and the
product
c. Why does advertising needs creativity
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
2
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
LectureDiscussionCase Analysis
QuizRecitationAssignmentCase
Analysis Output
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
VIII. Source, Message and Channel Factors
A.Promotional Planning through the Persuasion Matrix
A.1 Source Factors
A.2 Message Factors
A.3 Channel Factors
IX. Creative Strategy: Implementation and Evaluation
A. Appeals and Execution Styles
B. Creative Tactics
C. Guidelines for Evaluating Creative Output
X. Message Strategy
a. Message Strategy
b. Essential Message Objectives and Strategies
FINALS
XI. Copywriting
a. Copywriting for Print Advertising
b. Copywriting for Cyberspace
c. Copywriting for Broadcast Advertising
d. Common mistakes in Copywriting
XII. Art Direction and Production
a. Illustration, Design and Layout
b. Production in Print Advertising
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page
c. Art Direction and Production in Cyberspace
XIII. Media Strategy and Planning for Advertising
and IBP
a. The very wide world of promotional Media
b. The fundamentals of Media planning
c. The Media-Planning Process
XIV. Media Planning: Print, Television, and Radio
a. Print Media
b. Television and Radio: Strategic planning
considerations
XV. Media Planning: Advertising and IBP on the
internet
a. An overview of the cyberspace
b. Advertising on the internet
c. Measuring the Effectiveness of Internet Advertising
Case Analysis Output
Output presentation
3
Lecture
Discussion
Case Analysis
3
Lecture
Discussion
Case Analysis
3
Lecture
Discussion
Case Analysis
Quiz
Recitation
Assignment
Case Analysis Output
Quiz
Recitation
Assignment
Case Analysis Output
Output presentation
Quiz
Recitation
Assignment
Case Analysis Output
Output presentation
Grading System
For Professional Non-board Examination Subjects: Cut-off = 70%. The Highest Possible Passing Grade is 99 and the Lowest is 75.
First Grading: Highest Possible Score - 300 points (Class Standing = 70%, Examination = 30%)
Midterm: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
Finals: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page
References
Books:
O'Guinn, Advertising and Integrated brand promotion, 2006
Duncan, Tom, Principles of Advertising and IMC,2005
Hackley,Chris, Advertising and Promotion,Communicating brands, 2005
Shrimp, Terence, Advertising and Promotion, 7th ed., 2007
Arens,William, Contemporary Advertising, 11th ed.,2008
Belch, George, Advertising and Promotion, 7th ed., 2007
Jedilicka, Wendy, Packaging Sustainability, 2009
Burton Shaw, Ken, The Fundamentals of Creative Advertising, 2006
Johanson, Johnny, Global Marketing, 4th ed., 2006
Johanson, Johnny, Global Marketing, 5th ed., 2009
Websites:
http://advertising.about.com/
http://42explore.com/advertis.htm
http://managementhelp.org/ad_prmot/defntion.htm
http://www.entrepreneur.com/encyclopedia/term/82082.html
http://www.adcracker.com/strategy/Advertising_Strategy.htm
http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
http://ezinearticles.com/?Successful-Advertising-Strategies&id=1423716
http://www.referenceforbusiness.com/small/A-Bo/Advertising-Strategy.html
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page
Syllabus Evaluation Committee:
Ms. Ruby R. Buccat, MBA
Program Chair – Business Administration (OM / HRDM /FM/ MM)
Mrs. Kareen B. Leon, CPA, MBA
Dean
School of Business Administration and Accountancy
Course Title:
MKTMAN2
Description:
ADVERTISING
Effectivity:
Ist sem 2012-13
Date Revised
June 2012
Prepared by:
Christian Michelle
Villanda, MBA
Approved by:
Mrs. Kareen B. Leon, CPA,
MBA
Page