PRIMEASIA UNIVERSITY

Department of
International Tourism and Hospitality Management

Spring Semester- 2021

COURSE OUTLINE

Course code: ITHM-4103

Course title: Marketing, Advertising and Promotional Management
Credit: 03

Course Overview: Advertising, promotions, and marketing managers plan programs to

generate interest in products or services that their company offers to customers. They
work with art directors, advertising sales agents, financial staff members, and even in
factories where products are made to help design products according to customers’
demand. They also identify potential markets for the organization’s products.
Advertising managers create interest among potential buyers of a product or service.
Promotions managers direct programs that combine advertising with purchasing
incentives to increase sales. Marketing managers estimate the demand for products and
services that an organization and its competitors offer. In the tourism and hospitality
sector, effective advertising and promotion programs are particularly important as (a)
tourism services are often intangible; (b) customers’ (tourists) decision-making process
is very complex; and (c) the sector is highly competitive. This course aims to prepare
students not only with- (a) conceptual understanding of how marketing, advertising and
promotional management works, but also with (b) some practical skills developed that
will make them confident and ready to win the battle of winning customers and become
the market leader in the real world.

Expected Course Outcomes: Students are expected to be competent enough to do the

following (in real life):

• Work with department heads or staff to discuss topics such as budgets and
contracts, marketing plans, and the selection of advertising media
• Plan promotional campaigns such as contests, coupons, or giveaways
• Plan advertising campaigns, including which media to advertise in, such as radio,
television, print, online media, and billboards
• Negotiate advertising contracts
• Evaluate the look and feel of websites used in campaigns or layouts, which are
sketches or plans for an advertisement
• Initiate market research studies and analyze their findings to understand
customer and market opportunities for businesses
• Develop pricing strategies for products or services marketed to the target
customers
• Meet with clients to provide marketing or related advice
• Direct the hiring of advertising, promotions, and marketing staff and oversee
their daily activities
 Lecture Schedule and Course Contents
Lecture- 1 Chapter 1: Fundamentals of Marketing, Advertising and Promotional
Management:
• Marketing, Principles of Marketing and Marketing Mix
Lecture- 2 • Theories around need, want and demands
Lecture- 3 • Advertising management
• Promotional management
Lecture- 4 Chapter 2: An Introduction to Integrated Marketing Communications
(IMC)
• The growth of advertising and promotion
Lecture- 5 • The promotional mix
Lecture- 6 Quiz-1 (Lecture 1 to 5)
Lecture- 7 Chapter 3: Role of IMC in the Marketing Process
• Target marketing process
Lecture- 8 • Market positioning
Lecture- 9 • Developing promotional strategies: push and pull
Lecture- 10 Industrial Visit - 1
Lecture- 11 Chapter 4: Organizing for Advertising and Promotions
• Participants in the IMC process: Advertising agency
Lecture- 12 • Evaluating ad agencies
Lecture- 13 • Specialised services
Lecture- 14 Quiz-2 (Lecture 7 to 13)
Lecture- 15 Review Class (Lecture 1 to 13)
Lecture- 16 Midterm Examination
Lecture- 17 Chapter 5: Source, Message, Channel Factors
• Source factors
Lecture- 18 • Message factors
Lecture- 19 • Channel factors
Lecture- 20 Industrial Visit - 2
Lecture- 21 Quiz-3 (Lecture 17 to 19)
Lecture- 22 Chapter 6: Establishing Objectives and Budgeting for the Promotional
program:
• Determining Promotional objectives - DAGMAR
Lecture- 23 • Establishing and allocating promotional budget
Lecture- 24 Chapter 7: Creative Strategies: Planning and Implementation
• Advertising creativity
• Planning creative strategy
Lecture- 25 • Appeals and execution styles
• Evaluating creative outputs
Lecture- 26 Industrial Visit - 3
Lecture- 27 Chapter 8: Media Planning and Strategies
• Developing media plan
Lecture- 28 • Market analysis and implanting media strategies
Lecture- 29 Chapter 9: Measuring the Effectiveness of the Promotional program
• Research on measuring ad effectiveness
Lecture- 30 • The testing process
Lecture- 31 Assignment Submission and Presentation
Lecture- 32 Review Class (Lecture 17 to 30)
Semester Final Examination

Marks Distribution System

Text Book:
Advertising and Promotion: An Integrated Marketing Communications
Perspective
12th Edition
By George Belch and Michael Belch
Publisher: McGraw Hill

Course Teacher: Md. Saiful Islam

Lecturer
Department of International Tourism and Hospitality Management
Cell: 01712-580910
E-mail: saiful.islam@primeasia.edu.bd