THE COLLEGE OF MAASIN

“Nisi Dominus Frustra”

Maasin City, Souther Leyte

COLLEGE OF BUSINESS ADMINISTRATION

BSBA - Accredited Level I by ACSCU-AAI

OUTCOMES BASED EDUCATION (OBE) COURSE DESIGN IN – ADVERTISING

First Semester, SY 2020-2021
Revised: June 2020

Instructor: MODENNA P. DACLAN, MM

Mobile: 09662544178
Email: kaennaz17@gmail.com

I. THE COLLEGE OF MAASIN

Vision: The College of Maasin as a dynamic learning institution commits its life resources and ministry toward the development of persons, nurtured by faith in God and
the liberating process of excellent learning toward holistic and creative action for social renewal.

Mission: The College of Maasin with the dynamic integration of instruction, research and extension, commits itself in seeking a life of faith, learning and action to develop
people into becoming God-loving citizens with integrity in character, intellectually competent and honest, morally and ethically sensitive, excellent in work
performance, creatively aware and responsive to the needs and aspirations of people for the realization of a just, free and responsible Christian social
order.

Goals: 1.Provide a general education program that will promote national identity, cultural consciousness, moral integrity and spiritual vigor
2. Train the nation’s manpower in the skills required for national development
3. Develop the professions that will provide leadership for the nation, advance knowledge through research work and apply new knowledge improving the
quality of human life and responding effectively to change societal needs and conditions.

II. PROGRAM: COLLEGE OF BUSINESS ADMINISTRATION

Vision: An educative department of the College of Maasin that offers quality instruction, competent, dedicated, and passionate faculty and administrators that produces
graduates who are God-fearing, value oriented, competitive and socially responsive to the needs of the society

Mission: The Business Administration Department of the College of Maasin as a productive organization utilizes its knowledge, skills, abilities, time, and talents efficiently
and effectively in producing superior quality graduates who are creative, honest, and socially responsible & God fearing.
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Goals: 1. Develop graduates who are team players and managers, critical thinkers and problem solvers, innovative to make them competent and technology oriented.
2. Develop employees/managers that are effective communicators, ethical and values driven, lifelong learners and a well-rounded citizens for the continued
sustenance of the organization.

III. Program Outcomes:

Upon graduation, the BSBA students will be able to:

A. Common to all programs in all types of schools:

a. Articulate and discuss the latest developments in the specific field of practice,
b. Effectively communicate orally and in writing using both English and Filipino,
c. Work effectively and independently in multi-disciplinary and multi-cultural teams,
d. Act in recognition of professional, social, and ethical responsibility, and
e. Preserve and promote “Filipino historical and cultural heritage”.

B. Common to discipline:
f. Demonstrate Corporate and Social Responsibility
g. Implements the basic functions of management such as planning, organizing, staffing , directing, leading and controlling
h. Use information and communication technology (ICT) effectively and efficiently
i. Works well with others, and
j. Use the proper tools to critically, analytically, creatively solve problems and derive results

C. Specific to Bachelor of Science in Business Administration major Human Resource Management:

k. Demonstrate the Christian values of fairness, transparency, accountability, hard work, honesty, patience, diligence, & innovativeness for social transformation
l. Apply the major concepts, theories and practices in strategic management and adapt these in contemporary organizational settings
m. Exhibits basic knowledge on local and international labor laws pertinent to HR practices
n. Demonstrate professional competence (interpersonal skills, communication skills, time management, technical expertise, conflict resolution, goal setting skills,
preparation for career management, and executive development) in carrying out the different human resource functions.
o. Exhibit the basic competence in implementing organizational development initiatives; and
p. Demonstrate entrepreneurial competence to meet the demands of time.

D. Specific to Bachelor of Science in Business Administration major in Financial Management:

q. Apply the basic principles and theories in money, credit, and banking and investment to the real world,
r. Compare and contrast financial ratios;
s. Design strategies to achieve maximization of shareholder’s share,

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 t. Adopt the current practices and trends in financial analysis, investment and business environment,
u. Prepare, analyze and evaluate financial reports and research papers,
v. Demonstrate leadership qualities, civic-mindedness and responsible citizenship, and participate actively in extending valuable public services, and
w. Exhibit professionalism and ethics in all undertakings.

E. Specific to Bachelor of Science in Business Administration major in Marketing Management:

x. Relate the fundamentals of marketing in the major facets of marketing functions, such as management of product, price, distribution and promotion,
y. Employ the specialized skills in corporate marketing, communication, marketing research and marketing planning in product development, service management
and distribution management,
z. Analyze business situations that can directly or indirectly affect the attainment of marketing objectives of the business company then recommended, plan and
implement appropriate actions and decisions that can address the situations,
aa. Develop creative programs that can efficiently and effectively enhance consumer satisfaction and customer relationships,
bb. Draw insights from the latest developments in the field of marketing locally and internationally that can scale up the competitiveness of the business
organization, and
cc. Exercise, in all situations, virtuous of prudence, social responsibility, determination, pragmatism, creativity and sound judgment in the process of managing the
marketing functions within the context of the business company.

F. Common to a horizontal type as defined in CMO No. 46, series of 2012:

dd. Participate in various types of employment, development activities, and public discourses, particularly in response to the needs of the communities one serves.

G. Institutional Learning Outcomes:

The people and the students with:
1. Developed Christian values and attitude of honesty, moral and ethical sensitivity for the total well-being of man (physical, emotional and spiritual)
2. Developed intellectual competence for creative awareness and responsiveness to the needs of people
3. Developed collaborative competencies such as entrepreneurial skills, productive and social skills to meet the human resource demands of the local, national and
global communities

IV. COURSE DETAILS:

Course Name : ADVERTISING AND SALES PROMO
Course Description : The course provides a comprehensive overview of advertising and promotion from an integrated marketing communications (IMC)
perspective. It creates a clear understanding of traditional advertising and promotional tools, and shows how other key elements within the
marketing communications mix (e.g., advertising, direct marketing, promotion and the Internet) can be integrated. Attention is given to key
subjects such as market research, media planning, creative strategies for traditional and non-traditional markets, advertising agency
practices, competitive positioning, and how each influences the effectiveness of an advertiser’s campaign. A primary goal of the course is to
shift the perceptual focus of students from an audience to creators of advertising and promotion strategies for businesses. There is a hands-
on practicum in which students prepare advertising campaigns/videos for clients
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Number of Units : 3 units
Prerequisite : None
V. COURSE OUTCOME(S): Prepare and produce advertising campaigns/videos for selected clients within Maasin City
VI. ASSESSMENT TOOLS/ RUBRICS
Rubric for Essay Writing
Criteria Excellent
(5 pts)
Ideas Excels in responding to
assignment, interesting.
Demonstrates sophistication of
thought. Central idea is clearly
communicated, worth
developing, limited enough to
be manageable. Paper
recognizes some complexity of
its thesis. Understands and
critically evaluates its sources,
appropriately limits and defines
terms.
Organization and coherence Uses a logical structure
appropriate to paper’s subject,
purpose, audience, thesis, and
disciplinary field. Sophisticated
transitional sentences often
develop one idea from the
previous one or identify their
logical relation. It guides the
reader through the chain of
reasoning or progression of
ideas.
Support Uses evidence appropriately and
effectively, providing sufficient
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Good
(4 pts)
A solid paper, responding
appropriately to assignment.
Clearly states a thesis or central
idea, but may have minor lapses
in development. Attempts to
define terms, not always
successfully.
Shows a logical progression of
ideas and uses fairly
sophisticated transitional
devices. Some logical links may
be faulty, but each paragraph
clearly relates to paper’s central
idea.
Begins to offer reasons to
support its points, perhaps using
Fair
(3 pts.)
Adequate but weaker and less
effective, possibly responding
less well to assignment. Presents
central idea in general terms,
perhaps with lapses in
understanding. If it defines
terms, often depends on
dictionary.
May list ideas or arrange them
randomly rather than using any
evident logical structure. May
use transitions, but they are
likely to be sequential than logic-
based. While each paragraph
may relate to central idea, logic
is not always clear. Paragraphs
have topic sentences but may be
overly general, and arrangement
of sentence within paragraphs
may lack coherence.
Often uses generalizations to
support its points. May use
Poor
(2 pts.)
Does not have a clear central
idea or does not respond
appropriately to the assignment.
Thesis may be too vague or
obvious to be developed
effectively.
May have random organization,
lacking internal paragraph
coherence and using few or
inappropriate transitions.
Paragraphs may lack topic
sentences or main ideas, or may
be too general or too specific to
be effective. Paragraphs may not
all relate to paper thesis.
Depends on clichés or
overgeneralizations for support,
 evidence and explanation to
convince.
Mechanics Almost entirely free of spelling,
punctuation and grammatical
errors.
varied kinds of evidence. Begins
to interpret the evidence and
explain connections between
evidence and main ideas. Its
examples bear some evidence.
May contain a few errors, which
may annoy the reader but not
impede understanding.
examples, but they may be
obvious or not relevant. Often
depends on unsupported
opinion or personal experience,
or assumes that evidence speaks
for itself and needs no
application to the point being
discussed. Often has lapses in
logic.
Usually contains several
mechanical errors, which may
temporarily confuse the reader
but not impede the overall
understanding.
or offers little evidence of any
kind. May be personal narrative
rather than essay, or summary
rather than analysis.
Usually contains either many
mechanical errors or a few
important errors that block the
reader’s understanding and the
ability to see connections
between thoughts.

VII. COURSE LEARNING OUTCOMES AND ITS RELATIONSHIP TO PROGRAM OUTCOMES

COURSE LEARNING SUB - OUTCOMES PROGRAM OUTCOMES

At the end of the course, the students will be able to: a b c d i j k l r s t u v w x y z aa bb cc
1. Examine and discuss the importance of market segmentation, product positioning,
consumer behavior, creative strategies, communication process, market research and       
 
program evaluation and how to use it as effective tools to design operative
advertising and promotion programs
2. Analyze the expanding environment of media and communication techniques and be
        
able to explain the concept of Integrated Marketing Communication
3. To shift perceptual focus of the students from being an audience to creators of
   
advertising and promotion strategies for businesses
4. Be familiar with the social, ethical and economic aspect of advertising and promotion     
5. Translate theory into practice by analyzing a number of pragmatic examples and case  
  
studies of real world advertising experiences

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 VIII. LEARNING PLAN

INTENDED LEARNING COURSE CONTENT (TOPICS) OBJECTIVES ASSESSMENT TEACHING & RESOURCES/
OUTCOMES No. of In order to achieve the As evidence of LEARNING MATERIALS
At the end of the unit, the Hours outcome, the student is able achieving the unit ACTIVITIES
student is able to: to: outcome, the student To achieve the
is assessed as follows: outcome, the
learning activities
are:
Sub-Outcome 1: Examine and discuss the importance of market segmentation, product positioning, consumer behavior, creative strategies, communication process, market research
and program evaluation and how to use it as effective tools to design operative advertising and promotion programs
1. Appreciate and disseminate 3 hrs i. Orientation Introduction of At the end of the learning Rubrics on oral Checking of Student Student Manual
information about the the members of the class. experience, the students will recitation of vision & Manual
institution ii. Setting of expectations. be able to: mission Class recitation
Discussion of classroom a.) Memorize and reflect the Discussion
rules and policies. vision and mission of the
iii. Revisit Vision and Mission College, and
of the College of Maasin. b.) Grasp and relate the
iv. Checking of Admission slips. course, understand the
v. Distribution and computation of grades
presentation of the course based on the grading
syllabus. system and course
vi. Discussion of the content of requirements
syllabus for the purpose of
clarification.
vii. Explore course structure,
sequencing of subject
matter.
viii. Discussion on the course
requirements and grading.

2. Apply the concepts of 9hrs  What is Advertising? a. Define and introduce the Google forms test Engage Laptop
Integrated Marketing  Integrated Marketing concept of Integrated Case analysis exercises o Slide Books: Advertising and
Communication and Communication: Marketing Communication with audio feedback presentations sent Promotion: An

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 appreciate its role in the in
the Marketing Process
Sub-Outcome 2: Analyze the expanding environment of media and communication techniques and be able to explain the concept of Integrated Marketing Communication
1. Understand and apply the 12hrs
concepts of Organizing for
Advertising and Promotion:
The Role of Ad Agencies
and Other Marketing
Communication
Organizations
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Definition, evolution and and how it has evolved Chapter quiz thru CM- to students with Integrated Marketing
importance b. Discuss the promotional moodle voice over Communications
 Promotional Mix: The tool function and the growing Creative assignments o Creating movie Perspective by Belch,
for Integrated Marketing importance of advertising with audio feedback presentation (with G.E., Belch, M. A
Communication and other promotional audio, video text) Internet:
 Promotional elements in the marketing o Assigned Reading
Management programs of domestic and (thru PDF sent
 The Integrated Marketing foreign companies from email)
Communication Planning c. Examine the reasons for
Process increasing importance of Explore
 Marketing Strategy and the IMC perspective in Case Analysis
Analysis planning and executing o Rationalization of
 The Target Marketing advertising cases given to
Process d. Understand the marketing them. (shared
 Developing the Marketing process and the role of with marking
Planning Program advertising and promotion manuscript and
 The Role of Advertising in an organizations’ rationalization
and Promotion integrated marketing thru CM-moodle)
program
e. Explain the concept of
target marketing in an
integrated marketing
communications program
f. To recognize the role of
market segmentation and
its use in an integrated
marketing communications
program
 Participants in the a. Understand how companies Google forms test Engage Laptop
Integrated Marketing organize for advertising and Case analysis exercises o Slide Books: Advertising and
Communications Process: other aspects of integrated with audio feedback presentations sent Promotion: An
An Overview marketing communication. Chapter quiz thru CM- to students with Integrated Marketing
 Organizing for Advertising b. Examine methods for moodle voice over Communications
and Promotion in the Firm: selecting, compensating, Creative assignments o Creating movie Perspective by Belch,
Client’s Role and evaluating ad agencies. with audio feedback presentation (with G.E., Belch, M. A
  Agency Compensation c. Articulate various audio, video text)
2. Utilize and apply the  Evaluating Agencies perspectives on the use of o Assigned Reading
theories on Perspective on  Specialized Services integrated services and (thru PDF sent
Consumer Behavior,  Collateral Services responsibilities of from email)
 Integrated Marketing advertisers versus agencies
Communication Services Explore
Case Analysis
a. Understand the role o Rationalization of
3. Understand the  Consumer Behavior: An consumer behavior plays in cases given to
importance of Overview the development and them. (shared
communication process  The Consumer Decision- implementation of with marking
Making Process advertising and manuscript and
 The Consumer Learning promotional program rationalization
Process b. Recognize the various thru CM-moodle)
 Alternative Approaches to approaches to studying the
Consumer Behavior consumer learning process
and their implications for
advertising and promotion.
c. Understand consumer
decision-making process
and how it varies for
different types of purchases

a. Articulate the basic

 Communication and its elements of
Nature communication process
 Brand Communication and the role of
 Brand Communication and communication in
Society marketing
 How Brand b. Discuss thoroughly what
Communication Works brand communication is,
 Understanding how it works and its
Involvement importance to society
 Cognitive Processing of c. To examine the nature of
Communication consumer ‘s cognitive
 Summarizing the Response processing of marketing

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 Process and the Effects of
Advertising
Sub-Outcome 3: To shift perceptual focus of the students from being an audience to creators of advertising and promotion strategies for businesses
Understand and apply  Promotional Planning a. Examine different types of
concepts of Developing through the Persuasion
Breakthrough Ideas in Digital Matrix
Age  Source Factor
 Effective Advertising:
Science and Art?
 Message Strategies
 Message Factor and
Strategic Formats
 Matching Messages to
Objectives
 Channel Factors
 The Value of Objectives
 Determining Promotional
Review Establishing Activities
Objectives and Budgeting for  Sales vs. Communication
Promotional Program Objectives
 DAGMAR: An Approach to
Setting Objectives
 Problems in Setting c. Discover various theoretical
Objectives
 Establishing and Allocating
the Promotional Budget
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communications
Google forms test Engage Laptop
message structures and Case analysis exercises o Slide Books: Management by
appeals that can be used to with audio feedback presentations sent Schermerhorn, J., Jr.,
develop a promotional Chapter quiz thru CM- to students with
message moodle voice over
b. Understand how the Creative assignments o Creating movie
channel or medium used to with audio feedback presentation (with
deliver a promotional audio, video text)
message influences the o Assigned Reading
communication process (thru PDF sent
c. Study the major variables in from email)
communication system and
how they influences Explore
consumers’ processing of Case Analysis
promotional messages o Rationalization of
cases given to
them. (shared
a. Explain the importance and with marking
value of setting specific manuscript and
objectives for advertising rationalization
and promotion thru CM-moodle)
b. Identify the difference
between sales and
communication objectives
issues involved in budget
setting
d. Explain the role of
objectives in IMC planning
process and the
relationship of promotional
objectives to marketing
objectives
  Creative Thinking How Do a. Discuss what is advertising
You Do It? creativity and examine the
Apply Creative Strategy in  Planning Creative role of creative strategy in
Planning and Development Strategies advertising
 The Creative Process b. Identify the process that
 Creative Strategy guides the creation of
Development advertising messages and
 Managing Creative research inputs into stages
Strategies of creative process
c. Examine various
approaches used in
determining major selling
ideas that form the basis of
an advertising campaign
Sub-Outcome 4: Be familiar with the social, ethical and economic aspect of advertising and promotion
Understand and explain the  Appeals and Execution a. Analyze various types of Google forms test Engage Laptop
concept of Creative Strategy, Styles appeals that can be used in Case analysis exercises o Slide Books: Advertising and
Implementation and  Creative Tactics the development and with audio feedback presentations sent Promotion: An
Evaluation; Media Planning  Promotional Writing implementation of Chapter quiz thru CM- to students with Integrated Marketing
and Strategy; Evaluation of  Visual Communication advertising message moodle voice over Communications
Broadcast And Print Media;  Client Evaluation and b. Determine various creative Creative assignments o Creating movie Perspective by Belch,
Approval of Creative Work execution styles that with audio feedback presentation (with G.E., Belch, M. A
advertisers use and the audio, video text)
advertising situations they o Assigned Reading
are most appropriate (thru PDF sent
c. Identify and discuss various from email)
tactical issues involved in
the creation of print Explore
advertising and TV Case Analysis
commercials o Rationalization of
d. Understand how clients cases given to
evaluate the creative work them. (shared
of their agencies and with marking
discuss guidelines for the manuscript and

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 evaluation and approval rationalization
process thru CM-moodle)
 Internet and Interactive a. Discuss how a media plan is
Media developed
 The Internet and Integrated b. Identify the process of
Marketing Communications developing and
 Media Basics implementing media
 Paid Media strategies
 Overview of Media c. Examine and recognize
Planning with sources of media
 Developing the Media Plan information and
 Market Analysis and Target characteristics of media
Market Identification
 Establishing Media
Objectives
 Developing and
Implementing Media
Strategies
 Evaluation and Follow-ups
a. Examine the structures of
 Television television, radio,
 Buying Television Time newspaper and magazine
 Radio industries and the role of
 The Role of Magazine and each medium in the
Newspaper advertising program
 Magazine b. Identify and discuss the
 Newspaper advantages and limitations
of TV, radio, magazine and
newspaper as advertising
media
c. Discover and consider
future trends in TV and
radio and how they will
influence the use of these
media in advertising

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Sub-Outcome 5: Translate theory into practice by analyzing a number of pragmatic examples and case studies of real-world advertising experiences
Simulate advertising campaign  Public Relations defined a. Discover the roles of public Google forms test Engage Laptop
(video/flyer/pamphlet)  The Process of Public relations, publicity, and Case analysis exercises o Slide Books: Advertising and
incorporating all the concepts Relations corporate advertising in the with audio feedback presentations sent Promotion: An
and theories discussed.  Corporate Advertising promotional mix Chapter quiz thru CM- to students with Integrated Marketing
 The Scope of Personal b. Identify methods in moodle voice over Communications
Selling measuring the effects of Creative assignments o Creating movie Perspective by Belch,
 The Role of Personal public relations, publicity with audio feedback presentation (with G.E., Belch, M. A
Selling in IMC and corporate advertising audio, video text)
 Advantages and c. Distinguish the difference o Assigned Reading
Disadvantages of Personal between public relations (thru PDF sent
Selling and publicity and from email)
 Combining Personal Selling demonstrate the
and other Promotional advantages and Explore
Tools disadvantages of each Case Analysis
 Evaluating the Personal d. Understand the role of o Rationalization of
Selling Efforts personal selling in the cases given to
integrated marketing them. (shared
communications with marking
manuscript and
 The Importance of a. Review and discuss the rationalization
International Markets various factors in the thru CM-moodle)
 The Role of International international environment
Advertising Promotion and how they influence
 Global versus Localized advertising and promotion
Advertising decisions.
b. Examine the importance of
international marketing and
the role of international
advertising promotion
c. To identify and review the
pros and cons of global
versus localized marketing
and advertising

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 a. Discuss various perspective
 Advertising and Promotion concerning the social,
Ethics ethical, and economic
 Social and Ethical aspects of advertising and
Criticisms of Advertising promotion
 Economic Effects of b. Evaluate the social
Advertising criticisms of advertising
c. Examine the economic role
of advertising and its
effects on consumer choice,
competition, and product
costs and prices

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 ASSESSMENT PLAN MATRIX
FORMATIVE PERFORMANCE / AUTHENTIC QUARTERLY
LEARNING OUTCOMES WRITTEN WORKS
ASSESSMENT ASSESSMENT TASKS EXAMS
1. Understand what is Macroeconomics, its role, how it  Oral questioning  Individual and Identification
works and its impact in the overall economic decision  Short quizzes collaborative case Essay
making. analysis and problem Case Analysis
solving
 Term papers

2. Recognizes the basic supply and demand analysis,  Oral questioning  Individual and Group activity Identification
price, the market structure and the role of cost in the  Short quizzes collaborative case Essay
economy  analysis and Case Analysis
problem solving
 Term papers

3. Understand the concepts of consumer behavior in the  Oral questioning  Individual and Group activity (Role play) Identification
microeconomic decision making of consumers and  Short quizzes collaborative case Essay
producers  analysis and Case Analysis
problem solving
 Term papers

4. Describe, using graphs, the various market models and  Oral questioning  Individual and Individual seatwork Identification
explain how equilibrium is achieved, in the various  Short quizzes collaborative case Essay
market models, in both the long and short run  analysis and Case Analysis
problem solving
 Term papers

5. Understand what is market failures and the role of  Oral questioning  Individual and Identification
government interventions in the economy  Short quizzes collaborative case Essay
analysis and Case Analysis
problem solving

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  Term papers

VII. GRADING SYSTEM

Written Works 25%
Major Exams 25%
Class Participation 50%
Portfolio of Testing Instrument & Grading System - 50%
Oral Presentation/ Reporting - 40%
Activities/ Journal - 10%
Total 100%

Prepared by:

Instructor

Recommending Approval: Approved:

DR. WILLY E. LABASTIDA MIRALUNA BASADRE - CATURAN, RN,MAN

Program Head, BSBA DEPARTMENT Vice President, Academic Affairs

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