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COURSE DESCRIPTION:
This course aims to introduce students to the history and the basic principles of
advertising. The course discusses targeting, positioning and consumer purchasing
motivations as necessary tools to designing effective advertising. Students will learn how
to select and use various advertising media to meet specific marketing problems and
opportunities.
LEARNING OUTCOMES:
GRADING:
Case study, research & case presentation 30%
Quizzes 10%
Final Project & Presentation 20%
Final exam 40%
Total 100%
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Course Outline Mass Communication Department
CONTENT:
MAIN TEXT:
Wells,W.D., Burnett, J., & Moriarty, S. (2006). Advertising: Principles and Practice. (7th
Ed). US: Prentice Hall.
SUPPORTING TEXTS:
O’Guinn,T., Allen, C. & Semenik, R.J. Advertising and Integrated Brand Promotion. US:
South West.
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Course Outline Mass Communication Department
Belch, G.E, & Belch, M.A. Advertising and Promotion: an integrated marketing
communications perspective. Boston: McGraw-Hill.
CLASS POLICIES:
• Readings
○ Students are highly advised to read related materials including main and
supporting texts before class. Even though only one main text is suggested
in this syllabus, students are encouraged to refer to other development
texts as well as supplement reading materials such as journals, magazines
and newspaper.
• Assignments
○ A detailed guideline for assignments will be given and discussed
accordingly in class. Students are advised to follow this guideline
properly so as to benefit most from doing the assigned tasks as well as to
avoid from losing crucial marks.
• Professionalism
○ This aspect consists of three main components; attitude, attendance and
participation.
– Attitude – It includes effort, respect and punctuality. Failure to show
these commitments may affect future professional attitudes.
– Attendance – Regular class attendance is expected and it’s very important
as the class lectures and discussion are not always covered by
recommended reading materials. Lecturer must be informed in advance
via emails (ruhizani@ucsi.edu.my) whenever students are unable to attend
classes and tutorials. Later, proofs must be produced to avoid from being
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Course Outline Mass Communication Department
barred. Please take note that missing from classes for unnecessary reasons
will only bring disadvantages to students themselves.
– Participation – Participation in class is essential in the learning process.
Students are expected to contribute actively to class discussion in one way
or another through careful listening to others’ ideas as well as expressing
own ideas.
• Consultation hours
○ Students are indeed welcome to see and discuss with the lecturer and tutor
regarding any queries. However, do take note on the specific hours
allocated for consultation. It is strongly advisable for students to come
and consult during this time. If it is not possible to conform to the
time due to the urgency, students can communicate with the lecturer
via email and e-forum.
○ Consultation hours:
Wednesdays: 9.00 am to 12.00 pm
Fridays: 9.00 am – 12.00 pm
(Other days/time by appointment only)