You are on page 1of 15

Advertising & promotion BBSSM1202

&

CURRICULUM
VOCATIONAL DIPLOMA PROGRAM
Specialization : ADVERTISING & PROMOTION Code : BBSSM1201

Qualification Level: Diploma Credit Hours : 2 hours

Theory Hours:16 Practical Hours : 16

Passing Grade : C-

program Learning outcomes : Define advertising, sales promotion and public relation.

Determine different ways to finding & developing promotional strategies.

Explain the Advertising Media- Advertising Agency

Upon completion of the above mentioned leaning outcomes / competencies


the student should be able to: Define Promotion, identify the components of a
marketing process/cycle, explain marketing as a service to the public, explain
marketing as a service to an organization, identify components of the marketing
mix, identify marketing functions and their importance, explain the impact of
technology on marketing, explain the concept of branding and explain the
marketing concept.
Table of Contents
CHAPTERS 1 – PROMOTION MIX: Role of Advertising, Sales Promotion and Public
Relation.
1. Introduction.
2. Role of Advertising.
3. Role of sales promotion.
4. Role of Public Relation.

CHAPTERS 2 – DEVELOPING PROMOTIONAL STRATEGIES.

1. Developing Promotional Strategies: Push or Pull.


2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

CHAPTERS 3 – COMMUNICATION PROCESS AND PROMOTION PLANNING.

1. Communication.
2. The Communication Process.

CHAPTERS 4 – THE ADVERTISING MEDIA.

1. Deciding on an Advertising Medium


2. Relative impact of different Advertising Media.
3. Price Advertising.
4. Image Advertising.
5. Local Service Advertising.
6. Business-to-Business Advertising.
7. Direct Response Advertising.

CHAPTERS 5 – THE ADVERTISING AGENCY

1. The Ad Agency Role.


2. Reasons for Using an Agency.
3. Types of Ad Agency.
4. Compensation of Advertising Agencies.

CHAPTERS 6 – THE ADVERTISING ETHICS AND SOCIETY.

1. The Role of Advertising in Society.


2. Advertising Ethics.
DELIVERY PLAN
Contact Outcome N0
Chapters Topics Week
hour covered

PROMOTION MIX
1. Introduction.
1 2. Role of Advertising. 1&2 8 1
3. Role of sales promotion.
4. Role of Public Relation.

DEVELOPING PROMOTIONAL STRATEGIES.


1. Developing Promotional Strategies: Push or
Pull.
2. Integrated Marketing Communication
2 Process. 3&6 16 2
3. Five major Decisions in Developing
Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMMUNICATION PROCESS AND PROMOTION


3 PLANNING: 7 4 3
1. Communication.
2. The Communication Process.

THE ADVERTISING MEDIA


1. Deciding on an Advertising Medium
2. Relative impact of different Advertising
Media. 8
4 3. Price Advertising. 12 4
&10
4. Image Advertising.
5. Local Service Advertising.
6. Business-to-Business Advertising.
7. Direct Response Advertising.

THE ADVERTISING AGENCY


1. The Ad Agency Role. 11&
5 2. Reasons for Using an Agency. 12 5
3. Types of Ad Agency.
13
4. Compensation of Advertising Agencies.

THE ADVERTISING ETHICS AND SOCIETY. 14&


6 1. The Role of Advertising in Society. 8 6
15
2. Advertising Ethics.
BBSSM 1201
COURSE TITLE PROMOTION MIX COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Role of Advertising, Sales Promotion and Public Relation.
1. Introduction.
2. Role of Advertising- sales promotion and Public Relation.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, ( Introduction To Promotion) student should be able to

TERMINAL LEARNING LEARNING EXPERIENCES: METHODOLOGIES ASSESSMENT


OUTCOMES: : METHODS

Define Promotion 1. Marketing mix & Promotional mix.


and Advertising.  Marketing:
 Marketing Mix:
1. Show-and-tell 1. Worksheet.
Explain the role of  Promotion:
2. Role playing. 2. Transparency
Advertising and other  Advertising: 3. Brainstorming.
promotional methods
in the Marketing 2. Elements of the Promotional Mix.
Programs of most  Advertising.
organizations.
 Sales Promotion.
 Public Relation (publicity)
 Direct Marketing.
 Personal Selling.

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)
BBSSM 1201
COURSE TITLE PROMOTION MIX COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should
be able to appreciate the Role of Advertising, Sales Promotion and Public Relation.
1. Introduction.
2. Role of Advertising- sales promotion and Public Relation.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, ( Role of Advertising sales promotion and Public Relation)
student should be able to:

TERMINAL LEARNING LEARNING EXPERIENCES: METHODOLOGIES: ASSESSMENT


OUTCOMES: METHODS

Explain The main 1. Benefits of advertising:


benefits of a. To Manufacturers:
b. To Consumers.
Advertising.
c. To Salesman.
1. Show-and-tell 1. Worksheet.
d. To Community or society.
Define major 2. Role playing. 2. Transparency
2. Major categories of Sales
categories of Sales promotion: 3. Brainstorming.
Promotion & Public a. Consumer-oriented and trade-
Relation. oriented activities.
b. Trade-oriented sales promotion.
3. Roles of public relation:

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE DEVELOPING PROMOTIONAL COURSE CODE BBSSM1201
STRATEGIES.
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Advertising Program, Sales promotion Campaign and Public Relation:
1. Developing Promotional Strategies: Push or Pull.
2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (Developing Promotional Strategies: Push or Pull ) student should
be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

Developing Promotional Strategies:


Determine the
Push or Pull?
objective of program
a. Promotional push strategy. 1. Show-and-tell 1. Worksheet.
to motivate the
 Definition. 2. Role playing. 2. Transparency
channel members.
 Objectives. 3. Brainstorming.
b. Promotional pull strategy.
 Definition.
 Objectives.

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)
BBSSM 1201
COURSE TITLE DEVELOPING PROMOTIONAL COURSE CODE BBSSM1201
STRATEGIES
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Advertising Program, Sales promotion Campaign and Public Relation:
1. Developing Promotional Strategies: Push or Pull.
2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (Role of Public Relation) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

Define marketing
Participants in the integrated
communication
process (MCP). marketing communications
process 1. Show-and-tell 1. Worksheet.
Determine different 2. Role playing. 2. Transparency
 Advertiser (Client).
participants in the 3. Brainstorming.
 Advertising Agency.
integrated MCP.  Media Organizations.
 Marketing Communication
Specialist organizations.
 Collateral Services

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE DEVELOPING PROMOTIONAL COURSE CODE BBSSM1201
STRATEGIES
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Advertising Program, Sales promotion Campaign and Public Relation:
1. Developing Promotional Strategies: Push or Pull.
2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (Role of Public Relation) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

5 MS
Determine different
1. Mission: What are advertising objectives?
Major Decision in
Developing 2. Money: How much can be spent? 1. Show-and-tell 1. Worksheet.
Advertising 2. Role playing. 2. Transparency
3. Message: What message should be spent 3. Brainstorming.
Campaign.
4. Media: What media should be used?
5. Measurement: How the result should be
evaluated

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE DEVELOPING PROMOTIONAL COURSE CODE BBSSM1201
STRATEGIES
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Advertising Program, Sales promotion Campaign and Public Relation:
1. Developing Promotional Strategies: Push or Pull.
2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (Role of Public Relation) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

Tools for consumer promotion, trade


promotion & business & sales force promotion.
Define stimulate
quicker &/or grater  Rapid growth
purchase of 1. Show-and-tell 1. Worksheet.
 Purpose of Sales promotion
2. Role playing. 2. Transparency
particular  Sales promotion objectives
3. Brainstorming.
products/services by  Sales promotion tools
consumers or the  Trade-promotion tools
 Developing the sales- promotion
trade. program
 Pre-testing the sales-promotion program
 Evaluating the sales-prom results

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE DEVELOPING PROMOTIONAL COURSE CODE BBSSM1201
STRATEGIES
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the Advertising Program, Sales promotion Campaign and Public Relation:
1. Developing Promotional Strategies: Push or Pull.
2. Integrated Marketing Communication Process.
3. Five major Decisions in Developing Advertising Campaign.
4. Developing Sales Promotion Campaign.
5. Public Relations (PR)

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (Role of Public Relation) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

1. Importance of public relation:

Determine 2. The Role and the Impact of Public


importance ,impact Relations. 1. Show-and-tell 1. Worksheet.
and major decisions 3. Major decisions in MPR: 2. Role playing. 2. Transparency
in MPR  Establish the marketing 3. Brainstorming.
objectives.
 Chose the PR messages &
vehicles.
 Implementing the MPR.
 Evaluating the MPR results:

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE COMMUNICATION PROCESS AND COURSE CODE BBSSM1201
PROMOTION PLANNING
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate the role, importance of communication and communication process.

 Communication & Communication process.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (communication process) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

1. Definition:
 Two parties.
Define and  Information passed from one
Determine person to another. 1. Show-and-tell 1. Worksheet.
importance of 2. Role playing. 2. Transparency
communication and 2. Communication process:
3. Brainstorming.
communication
Sender
process.
Encode
Message channel
Feedback
Decode
Receiver
3. How Does The Communication
Process Model Work For Advertising?
PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE The Advertising Media COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to appreciate different advertising media and explain ways to choose and finding
an effective advertising media.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (The Advertising Media) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

1. impact of different advertising media


Explain different  Direct mail
advertising media.  Television
 Radio
Analyze different  Outdoor
 Magazines
techniques used in
 Newspapers
choosing an effective 1. Show-and-tell 1. Worksheet.
2. Price Advertising.
advertising media. 2. Role playing. 2. Transparency
3. Image Advertising.
3. Brainstorming.
4. Local Service Advertising.
Finding the best way
 Yellow Pages
for promoting a
 Newspapers
product/service.  Direct mail
 Television – Radio.
 Outdoor and transit ads

5. Business-to-Business Advertising.
6. Direct Response Advertising
PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE THE ADVERTISING AGENCY COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to explain different raisons to use a specialist agency and determine variety of
methods to Compensation Agency.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (the Advertising Agency) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

The Ad Agency’s Role:


Determine the Reasons for Using an Agency:
importance of Types of Ad Agencies:
advertising agency.  Full-Service Agencies 1. Show-and-tell 1. Worksheet.
 Account Services 2. Role playing. 2. Transparency
Define different types  Marketing Services 3. Brainstorming.
of advertising agency.  Creative Services

Determine variety of Compensation of Advertising Agencies:


methods to  Commissions from Media.
compensate Agency.  Fee, Cost, and Incentive-Based
Systems.
 Fee Arrangement.
 Percentage Charges.
Discussion Questions

PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

BBSSM 1201
COURSE TITLE THE ADVERTISING ETHICS & SOCIETY COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Year 1
THEORY HOURS 2 PRACTICAL HOURS 2

COURSE LEARNING OUTCOMES/COMPETENCIES: Upon completion of this course, the students should be
able to determine different role of advertising in society and analyze relationship
between advertising and ethics.

COMPETENCY LEARNING OUTCOMES:


Upon completion of the competency, (the Advertising Ethics and Society) student should be able to

TERMINAL LEARNING ASSESSMENT


LEARNING EXPERIENCES: METHODOLOGIES:
OUTCOMES: METHODS

1. The Role of Advertising in Society


Determine different  Encourage Purchasing
role of advertising in  Reflect Cultural Trends
society.  Spur Economic Growth
 Points of Contention
2. Advertising Ethics:
Analyze the  Poor Taste and Offensive
relationship between Advertising
advertising and  Reinforcing Stereotypes 1. Show-and-tell 1. Worksheet.
Ethics.  Diversity Issues 2. Role playing. 2. Transparency
 Gender Roles 3. Brainstorming.
 Racial and Ethnic Stereotypes
 Senior Citizens
 Body Image and Self Image
 Targeting Children
 Misleading Claims and Other
Message Strategies
 Manipulative Advertising
 Puffery
 Comparative Advertising.
 Unhealthy or Dangerous Products.

3. Discussion Questions
PERFORMANCE CONDITIONS:

LEARNING LOCATION: ( ) workshop, ( ) classroom, ( ) in-campus-training


TOOLS, EQUIPMENT, & MACHINES: WHITE BOARD- Board markers, projector.
Learning materials:

Text books : Advertising & Promotion


References: Principles of Marketing ( Philip Kotler)

You might also like