CAPITOL UNIVERSITY

College of Business Administration

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COURSE OUTLINE

Section Code : BA 96 and BA 100

Subject Title : ADVERTISING
Credit : 3 units

Course Description:

The purpose of this course is to offer cutting-edge thinking on Advertising including “new”
media options such as Advertising on the World Wide Web and explain how advertising works in
the real world. Advertising and brand promotion is a large part of the rise in consumer and
Advertising culture. This course provides a solid understanding of fundamentals and provides a
structure for understanding why much of the conventional wisdom in Advertising is no longer
working well. Advertising is not just about textbook learning: it challenges students to use their
critical/creative skills in all aspects of Business and Advertising, not just those covered in this
course.

Course Learning Objectives/Outcomes:

1. Understand what advertising is and its role in advertising and brand promotion and the
economic effects of advertising.
2. Understand the structure of the advertising industry.
3. Be able to identify, analyze, and understand the advertising environment.
4. Be able to prepare the advertising message and fully integrate the creative process.
5. Understand the importance of placing the message in conventional and “new” media.
6. Be able to identify, understand, and apply integrated brand promotion.

Subject Coverage:

Wk. Day Date Topics

1 1 November 08 Introduction to Advertising – Part 1
2 November 10 Introduction to Advertising - Part 2
2 3 November 15 The Advertising Media: Broadcast – Part 1
4 November 17 The Advertising Media: Broadcast – Part 2
3 5 November 22 The Advertising Media: Print – Part 1
6 November 24 The Advertising Media: Print – Part 2
4 7 November 29 The Advertising Media: Out of Home and Direct
Response – Part 1
Subject Title: Date Prepared: Prepared By: Checked By: Approved By:
Advertising November 03, Jason B. Dr. Lilia Duraliza Dr. Elizabeth E.
2017 Montecañas, MBM Figueroa
 CAPITOL UNIVERSITY
College of Business Administration
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8 December 01 The Advertising Media: Out of Home and Direct

Response – Part 2
5 9 December 06 Advertising Exercises: Topic 1 and 2 – Part 1
10 December 08 Advertising Exercises: Topic 3 and 4 - Part 2
6 11 - 12 December 14 - 19 PRELIM EXAM
7 13 January 05 Advertising Exercises for Topic 5
14 January 10 Other Elements of the Marketing Communications:
Promotional Mix – Part 1
6 15 January 12 Other Elements of the Marketing Communications:
Promotional Mix – Part 2
16 January 17 Effective Advertising and Its Legal Environment – Part
1
7 17 January 19 Effective Advertising and Its Legal Environment – Part
2
18 January 24 Advertising Exercises for Topic 6
8 19 January 26 The Emerging Interactive Media – Part 1
20 January 31 The Emerging Interactive Media – Part 2
9 21 February 02 Advertising Exercises for Topic 7
22 February 7 Producing Ads for Print, Electronic, and Digital Media
– Part 1
10 23 February 9 Producing Ads for Print, Electronic, and Digital Media
– Part 2
24 February 20 - 23 MIDTERM EXAM
11 25 February 28 Research: Gathering Information for Advertising – Part
1
26 March 02 Research: Gathering Information for Advertising – Part
2
12 27 March 07 Marketing and Advertising Planning – Part 1
28 March 09 Marketing and Advertising Planning – Part 2
13 29 March 14 Planning Media Strategy: Disseminating the Message
30 March 20 - 23 FINAL EXAM

Subject Title: Date Prepared: Prepared By: Checked By: Approved By:
Advertising November 03, Jason B. Dr. Lilia Duraliza Dr. Elizabeth E.
2017 Montecañas, MBM Figueroa