1 Instructor Information Nguyen Thi Minh Ha (PhD) [email protected] Faculty of International Business & Trade Foreign Trade University - Ho Chi Minh City Campus
2 Pre-requite • Principles of Marketing (MKTE302)
3 Course Objectives • This module provides a creative and contemporary appraisal of advertising. • This module aims to develop the students’ knowledge of the theory and practice of advertising and promotion. • This module explores advertising communications, theories, concepts and frameworks, whilst encouraging students to develop their creativity to overcome contemporary issues within advertising management practice. • Students learn how to use both broad communication theory and specific promotion-related theory to inform and develop advertising and promotion programs. They learn how these promotional activities fit with and contribute to overall marketing strategies and objectives while learning to develop, implement and evaluate advertising and promotion campaigns. 4 Learning Outcomes Knowledge, Skills, Autonomy and Responsibility • Knowledge - Apply relevant creative advertising concepts, theories and frameworks to complex and ambiguous scenarios. - Demonstrate an understanding of the dynamic nature of inter-relationships between creative advertising and the marketing communications mix. - Critique and apply key advertising theories, concepts and frameworks informed by academic research and professional advertising practice. - Create and justify links between information, data and appropriate literature to inform the planning and management of a creative advertising campaign. 5 Learning Outcomes Knowledge, Skills, Autonomy and Responsibility • Skills - Proactively manage independent research, critiquing appropriate academic and practitioner resources to ensure deliverables and enhance outcomes. - Develop creative and innovative ways to evaluate alternatives and maximize outcomes.
6 Learning Outcomes Knowledge, Skills, Autonomy and Responsibility • Autonomy and Responsibility - Demonstrate professional working style . - Demonstrate a sense of responsibility. - Demonstrate appropriate attitude towards partners and customers.
7 Reading materials • Textbook Chris Fill, Graham Hughes, Scott De Francesco 2013, Advertising strategy, creativity and media, Pearson • Compulsory reading - William Arens and Michael Weigold, 2022, Advertising, 4 edition, Mcgraw-Hill th
- Emmanuel Mogaji, 2021, Introduction to Advertising – Understanding and Managing the Advertising Process, Routledge - Sandra Moriarty, Nancy Mitchell, Charles Wood and William D. Wells, 2019, Advertising & IMC: Principles and Practice, 11th edition, Prentice Hall Inc. - Chris Fill, 2011, Essentials of marketing communications, Pearson - Bonnie L. Drewniany, A. Jerome Jewler, 2013, Creative strategy in advertising - Larry Percy, Richard H. Elliott, 2016, Strategic advertising management
8 Scan for materials Course policy 1. Missions of students • Read materials and prepare before attending class • Fulfill all assigned tasks. • Prepare the discussion of the course. 2. Bonus point policy Students who contribute in class discussions and are recognized by the teacher, will be credited to the attendance, mid-term and final scores, by ratio and respectively.
10 Course policy 3. Requirements for final examination • Students have to attend at least 75% of the total class. • Fulfill all assigned tasks of the course. • According to current training regulation • Assignments which exceed total number of required pages will be deducted 10% of total point. • Assignments which are similar at least 50% will be halved • Assignments which are similar more than 50% will be zero • Students who do not receive assignment, do not submit or miss the deadline will be zero.
11 Course assessment Form Criteria Proportion
Attendance The number of attendances and participation in lesson 10%
Understanding of the advertising theories 10%
Midterm Group report and presentation Application of knowledge acquired through the course 20%
Final test Individual written report/project (2,400 – 3,000 words) 60%
12 Syllabus content Week Time Content Week 1 05 Aug Opening, Assignment Brief, Group Formulation Week 2 07 Aug Chapter 1 Week 3 12 Aug Chapter 2 Week 4 14 Aug Chapter 3 Week 5 19 Aug Chapter 4 & 10 Week 6 21 Aug Chapter 5 & 11 Week 7 26 Aug Chapter 6 & 12 Week 8 28 Aug Guest speaker Week 9 04 Sep Chapter 7 13 Syllabus content Week Time Content
Week 10 09 Sep Mid-term: Group 1, 2, 3
Week 11 11 Sep Mid-term: Group 4, 5, 6
Week 12 16 Sep Mid-term: Group 7, 8
Week 13 18 Sep Chapter 8 & 13
Week 14 23 Sep Chapter 9 Photography in Advertising at Studio
14 Midterm Exam • A group verbal advertising/promotion pitch • Content: campaign idea for an integrated advertising campaign. • Prepared for the benefit of a prospective client • Group topics
15 Midterm Exam • Topic 1. • Topic 2. • Topic 3. • Topic 4. • Topic 5. • Topic 6. • Topic 7. • Topic 8. 16 Final Exam • All written assignments are to be word processed; (typed) neatly and professionally in 12-point font, black ink on white paper • Consists of a formally written advertising/promotion campaign (2,400 – 3,000 words) usually based on the group verbal pitch (mid-term test). • This detailed individual report is normally exam schedule (60% of overall grade). • Please read this assessment brief in its entirety before starting work on the Assessment Task.
17 The Final Assessment Task • Content: campaign idea for an integrated advertising campaign. • Format: Word Count: 2,400 – 3,000. • Criteria: - be of a suitable structure - planning framework - conduct a context analysis - identity target audiences - identify key marketing communication objectives and how these will be achieved - evaluate a range of digital and emerging media to reach your chosen target audience 18 The Final Assessment Task • Criteria (cont.): - debate the creativity, content and appeals to be used within an advertising integrated communications campaign, with justifications for your creative choices - identify effective ways of measuring the success of your campaign - include an outline of appropriate guidelines to balance budget spend across lead and support media - be presented in report format, including title page, contents page and an executive summary - include references to appropriate academic texts and use Harvard Referencing throughout. Do not rely on internet searches; widen your reading to include key marketing textbooks and articles from a range of academic journals. 19 Assessment Criteria - report General rules for all written documentation • A4 sized paper • Font: Times New Roman - Size: 12 • Line spacing: 1,5pt • Margin: top 2.5 cm, bottom 2.5 cm, left 3.5 cm, right 2cm • Cover: light green, NO plastic cover • Number of words: less than 3,000 words • Deadline for submission: as exam schedule • Place of submission: A201 and MS Team 20 Assessment Criteria Clear and feasible topics 1 point
Logical analysis, straight to the point, practical 5 points
refection
Use of variety of references, vivid examples 1 point
