DALTA EXECUTIVE ACADEMIC ACCREDITATION AND AUDIT CENTER

STUDY GUIDE

CONTENT DESCRIPTION
Course Title ADVERTISING MANAGEMENT (3 UNITS)
Dr. Marichelle Ann F. Carreon

Course Integrated Marketing Communications (IMC) includes advertising principles and practices.
Description Emphasizes multi-media of persuasive communication including buyer behavior, budgeting and
regulatory constraints.
Learning • the student is expected to have developed an understanding of basic concepts, models,
Outcomes theories and principles underlying global strategies in business within the context of the

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new, global economic order
• The student should also be able to examine the emerging role of the global manager,
who works across different cultures and takes a “think global, act local” attitude in
various aspects of business management.

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• Students should be able to develop an ability to formulate, implement, evaluate, and
decide on strategies which are designed for one to enter and compete effectively in the
global marketplace.
Lesson Date
LI
Learning Materials / Assessments LMS
Learning Outcomes:
• Define Advertising
• Explain Function of Advertising
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Chapter 1: Full • Discuss Key Concepts of Advertising
Canva
understanding of
MS Teams
Overview of Week Topics:
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Overview of Advertising
(PowerPoint)
Advertising 1
1. Definition of Advertising
2. Functions of Advertising
3. Key Concepts of Advertising
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Assessments:
• Quiz
• Assignment
Learning Outcomes:
• Explain and Discuss the Roles of Advertising and
Traditonal Media
• Discuss the Pros and Cons of Advertising
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Chapter 2: Canva
Week Topics:
Knowing the
Roles of 2 and • Roles of Advertising and Traditional Media and its Pros and MS Teams
Advertising and Week Cons (PowerPoint)
Traditional 3
Media and its
Pros and Cons

Assessments
• Activity
• Assignment
• Formative
 Learning Outcomes:
• Explain and Discuss the creating effective and creative
Chapter 3: advertising messages
Full
Topics:
understand
Creating effective and creative advertising messages
ing of Canva
Creating Week 4
Effective and 5 Assessment MS Teams
and • Activity PowerPoint
Creative • Assignment
Advertising • Quiz
Messages

Week 6 SUMMATIVE ASSESSMENT: PRELIM EXAMINATION

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Chapter 4: Week 7 - Learning Outcomes:
Knowing the 12 • identify factors that need to be included in Creative
Creative Strategy: Strategy in terms of Implementation and Evaluation
Implementation Topics: Canva

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and Evaluation Creative Strategy: Implementation and Evaluation MS Teams
PowerPoint
Assessment
• Activity
LI
• Assignment
• Quiz
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M

Week
13 SUMMATIVE ASSESSMENT: MIDTERM EXAMINATION

Learning Outcomes:
• Discuss and understand theStages on Advertising Cyce ,
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AIDA Model and Hierchy of Effects

• managerial levers that help achieve coordination in a
Week supply chain.
Chapter 8: Canva
14 - Topics:
Full MS Teams
understand Overview on:
Week PowerPoint
ing of 1. Stages on Advertising Cycle
17 2. AIDA Model
Advertising
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Strategy 3. HIERARCHY OF EFFECTS

(Part 2)
Assessments:
• Activity
• Assignment
• Quiz
Week
SUMMATIVE ASSESSMENT: FINAL EXAMINATION
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References:

Advertising Management in a Digital EnvironmentText and Cases

By Larry D. Kelley, Kim Bartel SheehanCopyright 2022

Basics Advertising: Copywriting: The Creative Process of Writing Text for Advertisements or Publicity Material
by Rob Bowdery 2008
Facebook Marketing: Leveraging Facebook's Features for Your Marketing Campaigns
by Brian Carter & Justin Levy 2020

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Alabang-Zapote Road, Pamplona 3, Las Piñas City, 1740 Philippines • Tel. No.: (02) 871-0639
www.perpetualdalta.edu.ph
Las Piñas Campus
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