Advertising & promotion BBSSM1202

&

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

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
Outcome
Chapte Wee Contac
Topics N0
rs k t hour
covered

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

DEVELOPING PROMOTIONAL STRATEGIES.

1. Developing Promotional
Strategies: Push or Pull.
2. Integrated Marketing
Communication Process. 3&
2 3. Five major Decisions in 16 2
6
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 8
Advertising Media.
4 3. Price Advertising. &1 12 4
4. Image Advertising. 0
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. &1 12 5
3. Types of Ad Agency.
4. Compensation of Advertising 3
Agencies.

THE ADVERTISING ETHICS AND SOCIETY. 14

6 1. The Role of Advertising in &1 8 6
Society.
2. Advertising Ethics.
5
 BBSSM 1201
COURSE TITLE PROMOTION MIX COURSE CODE BBSSM1201
PRE-REQUISITE BBSSM1101 CREDIT HOURS 3
PASSING GRADE C- Semester 2 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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 EXPERIENCES: METHODOLO ASSESSMEN

LEARNING GIES: T METHODS
OUTCOMES:

Define 1. Marketing mix & Promotional mix.

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

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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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 EXPERIENCES: METHODOLO ASSESSMEN

LEARNING GIES: T METHODS
OUTCOMES:

Explain The 1. Benefits of advertising:

main benefits a. To Manufacturers:
of Advertising. b. To Consumers.
c. To Salesman. 1. Show-and- 1. Works
Define major d. To Community or society. tell heet.
categories of 2. Major categories of Sales 2. Role playing. 2. Transpare
promotion:
Sales 3. Brainstorming. ncy
a. Consumer-oriented and trade-
Promotion &
oriented activities.
Public Relation.
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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

Determine the Developing Promotional Strategies:

objective of Push or Pull?
a. Promotional push strategy. 1. Show-and- 1. Works
program to
Definition. tell heet.
motivate the
Objectives. 2. Role 2. Transpare
channel
playing. ncy
members. b. Promotional pull strategy.
3. Brainstorming.
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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

Define
marketing Participants in the integrated
communication marketing communications
process (MCP). process 1. Show-and- 1.Workshee
tell t.
Determine Advertiser (Client). 2. Role playing. 2.Transpare
different Advertising Agency. 3. Brainstorming. ncy
participants in Media Organizations.
the integrated Marketing Communication
MCP. 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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

5 MS
Determine
different Major 1. Mission: What are advertising objectives?
Decision in 2. Money: How much can be spent? 1. Show-and- 1. Worksh
Developing tell eet.
Advertising 3. Message: What message should be spent 2. Role 2. Transp
Campaign. 4. Media: What media should be used? playing. arency
3. Brainstorming.
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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

Tools for consumer promotion, trade

promotion & business & sales force
Define promotion.
stimulate
quicker &/or 1. Show-and- 1. Workshee
Rapid growth
tell t.
grater purchase Purpose of Sales promotion 2. Role playing. 2. Transpare
of particular Sales promotion objectives 3. Brainstorming. ncy
products/servic Sales promotion tools
es by Trade-promotion tools
consumers or Developing the sales- promotion
the 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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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 EXPERIENCES: METHODOLO ASSESSMEN

LEARNING GIES: T METHODS
OUTCOMES:

1. Importance of public
relation:
Determine
importance 2. The Role and the Impact 1. Show-and- 1. Worksh
,impact and of Public Relations. tell eet.
major decisions 3. Major decisions in MPR:
2. Role playing. 2. Transp
in MPR Establish the marketing 3. Brainstorming. arency
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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:
 1. Definition:
Two parties.
Define and Information passed from one
Determine person to another. 1. Show-and- 1.Workshee
importance of t t.
communication 2. Communication process: e 2.Transpare
and ll ncy
communication Sender 2. Role
process. Encode p
l
Message channel a
Feedback y
Decode i
n
Receiver
g
3. How Does The Communication .
Process Model Work For Advertising? 3. Brainstorming.

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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

1. impact of different
Explain advertising media
different Direct mail
advertising Television
media. Radio
Outdoor
Analyze Magazines 1. Show-and- 1.Workshee
different Newspapers tell t.
techniques 2. Price Advertising. 2. Role 2.Transpare
used in 3. Image Advertising. playing. ncy
choosing an 4. Local Service Advertising. 3. Brainstorming.
effective Yellow Pages
advertising Newspapers
media. Direct mail
Television Radio.
Finding the Outdoor and transit ads
best way for
promoting a 5. Business-to-Business
product/service 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 Yea 1
r
THEORY HOURS 2 PRACTICAL 2
HOURS

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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

The Ad Agencys Role:

Determine the Reasons for Using an Agency:
importance of Types of Ad Agencies:
advertising Full-Service Agencies 1. Show-and- 1.Workshee
agency. Account Services tell t.
Marketing Services 2. Role 2.Transpare
Define different Creative Services playing. ncy
types of 3. Brainstorming.
advertising Compensation of Advertising
agency. Agencies:
Commissions from Media.
Determine
Fee, Cost, and Incentive-
variety of
Based Systems.
methods to
compensate Fee Arrangement.
Agency. 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 C- Semester 2 Yea 1
GRADE r
THEORY HOURS 2 PRACTICAL 2
HOURS
 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
METHODOLO ASSESSMEN
LEARNING LEARNING EXPERIENCES:
GIES: T METHODS
OUTCOMES:

1.The Role of Advertising in

Determine Society
different role of Encourage Purchasing
advertising in Reflect Cultural Trends
society. Spur Economic Growth
Points of Contention
2. Advertising Ethics:
Analyze the Poor Taste and Offensive
relationship Advertising 1. Show-and- 1. Workshee
between Reinforcing Stereotypes tell t.
advertising and Diversity Issues 2. Role 2. Transpare
Ethics. Gender Roles playing. ncy
Racial and Ethnic 3. Brainstorming.
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)