ADVERTISING

Course Description

This course introduces the fundamental principles and practices of advertising within contemporary marketing environments. It examines the role of advertising in integrated marketing communications and explores how brands develop persuasive messages to reach target audiences across traditional and digital media. Students will learn key concepts such as audience analysis, positioning, creative strategy, copywriting, media planning, and campaign evaluation. The course also addresses ethical considerations, regulatory issues, and the impact of emerging technologies on advertising effectiveness. By the end of the course, students will be able to critically analyze advertising campaigns and design basic strategic advertising plans.

ADVERTISING

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw Hill.

Learning Outcomes

1. L01 Assess the importance and role of advertising in the corporate marketing strategy SOLO 4
2. L02 Evaluate the role of the advertising agency in the design of successful advertising programs SOLO 4
3. L03 Construct a market targeting plan (segmentation, targeting and positioning) SOLO 5
4. L04 Study and evaluate the nature and role of various media vehicles in disseminating marketing messages SOLO 4
5. L05 Appraise the advantages and disadvantages of each type of media as communication methods incorporated in an integrated media strategy SOLO 4
6. L06 Design and evaluate an advertising campaign SOLO 5
7. L07 Build an integrated marketing communications campaign SOLO 5

Program Outcomes

1. P01 1. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix