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. Applies foundational nursing knowledge to meet individual, family, and community health needs by providing person-centred care that respects dignity, autonomy, privacy, and informed consent.
2. P02 2. Applies professional standards and quality management principles by using risk assessment, incident/near-miss reporting, audit/feedback, and continuous improvement to strengthen patient safety.
3. P03 3. Integrates theoretical and practical knowledge to deliver holistic preventive, curative, and rehabilitative nursing care by demonstrating therapeutic communication, empathy, and culturally safe practice.
4. P04 4. Delivers evidence-based, high-quality care using health information and communication technologies by documenting accurately, protecting confidentiality/data security, and using clinical technologies safely and appropriately.
5. P05 5. Identifies, analyses, and addresses healthcare problems by formulating clinical questions, searching and appraising evidence, applying findings to practice, and evaluating outcomes using a systematic, research-informed approach.
6. P06 6. Manages nursing care by prioritising, planning, implementing, and evaluating interventions; escalating concerns appropriately; and demonstrating accountability through accurate documentation and responsible delegation/supervision.
7. P07 7. Collaborates effectively within interdisciplinary/multidisciplinary teams by sharing timely information, respecting roles, engaging in constructive conflict management, and contributing actively to shared decision-making.
8. P08 8. Maintains lifelong learning by setting professional development goals, seeking and using feedback, engaging in reflective practice/portfolio work, and updating practice according to current scientific and technological developments.
9. P09 9. Plans and implements community-oriented projects and health promotion activities by using population data, collaborating with stakeholders, advocating for equitable health, and evaluating the impact of initiatives on community/public health.
10. P10 10. Upholds ethical principles by maintaining confidentiality, obtaining informed consent, ensuring fairness/non-discrimination, managing professional boundaries, and reporting unethical or unsafe practices according to regulations.
11. P11 11. Contributes to quality and professional development processes by participating in institutional quality activities , supporting in-field/out-of-field education through mentoring/teaching, and representing the nursing profession appropriately at national and international levels.
12. P12 12. Communicates professionally in at least one foreign language to access and use international evidence, collaborate with global peers, and provide safe, respectful communication for diverse populations.

Po-Lo Matrix