SAN MATEO MUNICIPAL COLLEGE

General Luna St., Guitnang Bayan I, San Mateo, Rizal

Tel. No. (02) 997-9070
www.smmc.edu.ph

OUTCOMES-BASED SYLLABUS IN
ADVERTISING & SALES PROMOTION

COURSE DESCRIPTION

This course covers the elements of advertising and sales promotion in the business environment. Topics include advertising and sales promotion
appeals, selection of media, use of advertising and sales promotion as a marketing tool, and means of testing effectiveness. Upon completion, students
should be able to demonstrate an understanding of the concepts covered through application.

PERFORMANCE COURSE OUTCOMES COURSE TOPICS TEACHER-LEARNING ASSESSMENT METHODS

INDICATORS ACTIVITIES (TLAs)
 Apply the elements of  To examine the An Introduction to  Lecture/Discussion  Assignment
promotional mix in promotional function and Integrated Marketing  (FGD) Focus Group  Group Analysis
integrated marketing the growing importance Communications Discussion Presentation
communications plan of advertising and other  The History & Growth of
 Prepare the IMC promotional elements in Integrated Marketing
Planning Process the marketing programs Communications
of domestic and foreign  Elements & Explanation
companies. of the Promotional Mix
 To introduce the concept for Integrated Marketing
of integrated marketing Communications
communications (IMC)  The Integrated
and consider how it has Marketing
evolved. Communications
 To examine reasons for Planning Process
the increasing
importance of the IMC
perspective in planning
 and executing
advertising and
promotional programs.
 To introduce the various
elements of the
promotional mix and
consider their roles in an
IMC program.
 To examine how various
marketing and
promotional elements
must be coordinated to
communicate effectively.
 List objectives for an
integrated marketing  To understand the Integrated Marketing  Lecture/Discussion  Collaborative
communication plan marketing process and Communication in the  (FGD) Focus Group Projects
 Analyze and prepare the role of advertising Marketing Process Discussion  Group Presentation
budgeting for the and promotion in an  Marketing Strategy &
promotional program organization’s integrated Analysis
marketing program.  The Target Marketing
 To know the various Process & Positioning
decision areas under  Establishing Objectives
each element of the and Budgeting for the
marketing mix and how Promotional Program
they influence and
interact with advertising
and promotional
strategy.
 To understand the
concept of target
marketing in an
integrated marketing
communications
program.
  To understand the use of
positioning and
repositioning strategies.
 To recognize the
importance and value of
setting specific
objectives for advertising
and promotion.
 To understand the
process of budgeting for
IMC.

 To understand the role Understanding Consumer  Lecture/Discussion  Group Presentation

 Analyze the different consumer behavior plays Behavior  (FGD) Focus Group (Role Playing)
consumer behavior that in the development and  Consumer Behavior Discussion  Group Analysis
affects the process implementation of Defined Presentation
 Apply the consumer advertising and  The Consumer
decision-making promotional programs. Decision-Making
process in the IMC plan  To understand the Process and Factors
consumer decision- that Affect the Process
making process and how
it varies for different
types of purchases.
 To understand various
internal psychological
processes, their
influence on consumer
decision making, and
implications for
advertising and
promotion.
 To recognize the various
approaches to studying
the consumer learning
 process and their
implications for
advertising and
promotion.

 Apply AIDA in targeting  To understand the basic
audience elements of the
 Select and prepare communication process
appropriate source, and the role of
message channel for an communications in
IMC Plan. marketing.
 To examine various
models of the
communication process.
 To consider how the
channel or medium used
to deliver a promotional
message influences the
communication process.
 Apply media and sales To evaluate different media
promotion strategies in and sales promotion
managing an integrated strategies and its
marketing effectiveness
communications plan.
The Communication  Lecture/Discussion  Group Analysis
Process  (FGD) Focus Group Presentation
 The Basis of Discussion
Communication
 The Elements of the
Communication Model
 Selecting the
Appropriate Source,
Message & Channel
Evaluation & Testing of  Lecture/Discussion  Collaborative
Different Media & Sales  (FGD) Focus Group Advertising
Promotion Strategies Discussion Campaign &
 Print Advertising Presentation
 Television Advertising  Portfolio
 Radio Advertising
 Digital & Social Media
Advertising
 Consumer-Oriented
Sales Promotion
Techniques
 Trade-Oriented Sales
Promotion Techniques
Reference:

Moriarty, S. et. al., (2010). Advertising Principles & Practice, 8th edition, Pearson Education South Asia PTE. LTD.
Belch, G.E. e. al. (2003). Advertising and Promotion: An Integrated Marketing Communication Perspective, 6th edition; Mc Graw-Hill. Companies
Chunawalla,S.A. ( 2016). Advertising, Sales and Promotion Management, 6th ed.; Himalaya Publishing House