Basic Information

Faculty Nazia Choudhury

Office Hour Sun/Tue: 10.00 AM-11.15 AM & 1 PM- 2.30 PM; Mon/Wed: 11.30 AM- 12.45 PM
Contact Details nazia.choudhury@ulab.edu.bd ; Office: Annex Building (OboshorBhaban), 3rd Floor
Course Pre-requisites BUS459, BUS452
Department offering the course ULAB School of Business (USB)
Course Title Advertising
Course Code BUS 453 Credit 3 Term Spring 2018
Number of Lectures Number of Number of
22 N/A N/A Total 22
Tutorials Practical

Course Details
1. Course Description

This course is designed to provide an overview of Advertising which includes understanding the Advertising
foundation, environment, ethics & social responsibility. The course will also include Advertising & Integrated
Marketing Communication process, an overview of advertising management- providing a framework for integrating
the various functions in the areas of advertising. It covers the institutions, theoretical principles & managerial decisions
relevant to advertising management and is designed for future managers in marketing positions & in advertising
agency account management. The course will also define the different media planning & strategy that is required for
successful advertising.

2. Intended learning outcomes of the course (ILOs)

Learning the key concepts of Advertising & how it works as an effective Marketing promotional tool.
KNOWLEDGE

Understanding the Advertising foundation & environment along with its ethical & social responsibility.
Understand different aspects involved with effective Advertising i.e. Strategy, Media Planning, Budgeting,
Creativity etc.
Being able to effectively & efficiently utilizing the knowledge gathered in classes to be put to use in real life
Advertising issues faced in corporate setting.
Being able to critically identify various Advertising theories practiced in real life by both national & international
SKILLS

brands.
Work in teams & successfully create a 1 minute TVC for any existing product/service based on an original
creative idea.
Group dynamics and team work
ATTITUDE

Proactive participation in discussions and free sharing of ideas and opinions. Unconventional and out of the box
thinking
Respect the deadlines set and all classroom rules

Course Outline | Page 1 of 3

3. Contents

Sl. No. Topic Number of Sessions

1 Introduction to Integrated Marketing Process (Chapter 1) 2

2 The Role of IMC in the Marketing Process (Chapter 2) 2

3 Creative Strategy: Planning and Development (Chapter 8) 3

4 Creative Strategy: Implementation and Evaluation (Chapter 9) 2

5 Media Planning and Strategy (Chapter 10) 3

6 Evaluation of Media: Television and Radio (Chapter 11) 2

7 Evaluation of Media: Magazines and Newspapers (Chapter 12) 2

8 Support Media (Chapter 13) 2

9 Direct Marketing (Chapter 14) 2

10 The Internet: Digital and Social Media (Chapter 15) 2

Total 22

4. Teaching & Learning Method

Lecture slides, presentations, text books, audio and video

Group discussion and debates on marketing topics

Analyze and solve marketing problems from an assigned case study

Analytical and critical thinking approach to understand existing marketing scenario

5. A. Assignment Schedule

Assessment 1 Quizzes (2) Session Week 4 and Week 11

Assessment 2 Individual Assignment/Group Case Study Session Week 5 and Week 10
Assessment 3 Group Project and Presentation Session Week 13

B. Weights of Assessments

Assessments %
20
Mid-term Examination
25
Final Term Examination
15
Quizzes (2)
10
Assignment/Case Study
20
Term Paper + Presentation
10
Attendance and Class Participation
100
Total

Course Outline | Page 2 of 3

C. Grading Policy

95-100 A+
85-94 A
80-84 A-
75-79 B+
70-74 B
65-69 B-
60-64 C+
55-59 C
50-54 D
0-49 F

6. List of References

Course Notes Slides of relevant lectures will be provided in Moodle

Essential Books (Text Books) Advertising and Promotion: An Integrated Marketing Communications
Perspective”, 10th Edition by George E. Belch & Michael A. Belch, McGraw Hill
Reference Text Book Advertising: Principles and Practice”, 8th Edition by Sandra Moriarty, Nancy
Mitchell & William Wells, Pearson Education International

Facilities Required for Teaching and Learning

Projector, Whiteboard, Internet access from classroom computer, Audio/Visual equipment.\

Course Policies and Procedures

 Class attendance: Late attendance will be given upon late arrival (10 minutes and above) in the class. 3 late
attendances will be counted as 1 absence. 6 or more absences will get an automatic F Grade.
 Late submission of Assignment/Report: Mark deduction (20% for each day) will be applied.
 Missed Exams/Quizzes: Only valid reasons will be considered for missed exams. Instructor has to be informed
within 24 hours of missed exam. Makeup exams will result in 20% mark deduction.
 Unfair means/plagiarism: Plagiarism is not accepted. Original work will be appreciated with bonus marks.
 Presentation Policy: Absence on the presentation day will result in zero marks for the final report.
 All assignments must be typed and submitted following professional formatting.
Recommended Font (Body/ Headline) -Times New Roman, Font size- 12 Headline- 14, Line spacing – 1.5.
A standard Cover page is applicable for all assignments.
Phone: Turn off or put in silent mode during class.

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Course Coordinator/ Teacher Head of the Department

Date: Date:

Course Outline | Page 3 of 3