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A course which further develops the oral communication skills of a would-be advertising executive in situations involving dyadic, small group and public communication interactions. This includes interviewing, presenting advertising proposals to client, negotiating, conducting conferences, and giving speeches on special occasions. The students are required to undergo a company immersion program (Serviced by College of Liberal Arts).
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An in-depth study of the various functions and practices in marketing management from product development, production, pricing, distribution, selling, to various promotional activities. As an application of the principles, the class will be grouped into experimental companies which will develop new products or services and eventually promote them to specified target markets based on a marketing plan.
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A special law subject designed for advertising students to orient them on legal aspects of advertising like intellectual property, trade mark, trade names, sales promotions, and consumer protection (Serviced by Legal Management Department).
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A course that introduces the student to the principles and techniques of advertising and related marketing communications activities like sales promotion, public relations, publicity, personal selling, and merchandising. Provides an insight to the total marketing communications activities of a client company and the role of the advertising agency in the planning, conceptualization, production and implementation of these activities. A mini-advertising campaign is produced for experiential learning. Pre-requisite: MARKETI
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Acquaints the student to the methodologies of advertising consumer and media research and its impact in the total development of an advertising campaign plan in particular and the marketing plan in general. Group research projects dealing on consumer and advertising issues are conducted to allow the student to appreciate the value of research work in the field of marketing communications. Pre-requisite: ADPRINS
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Introduces the student to the various strategies and philosophies of developing an advertising campaign or a marketing communications plan. Focuses on the account management function of an advertising agency and the role of the account executive in supervising and advertising campaign. Provides an insight to a new advertising technology known as account planning or strategic planning. As requirement, the student prepares an advertising plan covering the facts of the industry or the market, the product, the consumer, sales, advertising and promotional activities. On the basis of the marketing brief, the creative and media strategies and tactics are eventually developed and visualized into a campaign. Pre-requisite: ADPRINS
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