Advertising & Promotion Management MKT – 404

Faculty: GIFT Business School

Credit Hours: 03
Session Fall 2016
Course Level: Undergraduate (Specialization)
Campus/Location/Instruction Mode: On campus/ In person

Course Convenor: Muhammad Kashif Saeed

Prerequisite course: Marketing Management

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Consultation Hours: As per availability
This document was last updated: October 2015

Course Description
Advertising and Promotion course takes students to a journey towards creativity by encouraging them
to learn through thinking, behaving, and designing the brand promotion programmes. The students
will be exposed to the basic advertising concepts, a few theories/models of communication, and role
of advertising in planning and implementation of the marketing program with respect to advertising
and promotions management. This course is useful for those willing to excel in the fields of media,
creative, and branding. In addition to that, the course raises some social issues pertaining to the role
of advertising on society, advertising to children, and advertising and popular culture.

Learning Outcome
At the end of this course, students should be able to;
 Develop an understanding of the concepts, tools, and skills necessary in developing an
effective advertising plan with a particular emphasis on being creative.
 Develop an in-depth understanding of the field of advertising and to integrate theoretical
concepts with practical marketing problems.
 Improve the ability to analyze advertising related problems and to offer implementable
solutions.
 Critically think about the role and performance of advertisements by learning modern
techniques of research such as content analysis;
:Recommended Text Book

Wells, Moriarty, Burnett, Advertising: Principles and Practice, 7/e, Pearson.

Course Contents
The course will be presented in 2 class contact sessions to focus on the student participation and
involvement. The students will also be given the opportunity in the class to work through selected
.problems both individually and in groups
 Week TOPIC READINGS

1 An Introduction to the field of Marketing and Advertising Ch 1

2 Integrated Brand Communications Ch 2

3 Brand Communication and Society Ch 3

4 Segmentation and Target Marketing Decisions – the Marketing Strategy Ch 5

5 Assignment 01 – market segmentation, targeting and positioning

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6 Advertising Research Ch 6

7 Assignment 02 – content analysis of TV commercials

8 Mid – term examination

9 Assignment 03 – Copy Writing (Ch 09)

10 Media Planning – Guest Lecture

11 Assignment 04 – development of a Newspaper Ad

12 Assignment 05 – development of TV commercials (reminder & comparative ads)

13 Public Relations Ch 15

14 Sales Promotions Ch 17

15 Course wrap-up

Please note: This is a proposed schedule only and may be varied at the discretion of the instructor to
.give a greater or lesser degree of emphasis to particular topics

ASSESSMENT
 Item Assessment Task Frequency Weighting Due Day and Time

1. Assignments 5 35% Various Weeks in Class

2. Quizzes 3 15% Various Weeks in Class

3. Mid Term 1 15% During Formal Examination Period

5. Final Examination 1 35% During Formal Examination Period

Students must complete each component of the assessment to the satisfaction of the course instructor,
and achieve an overall mark of at least 40% in order to pass the course. All components of the above

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assessment are compulsory, and must be completed in order to obtain a pass grade. Students are
.expected to perform satisfactorily in each item

Class Norms

Mobile phone and other devices are not desirable in class room setting and all the participants 

.are expected to switch off their mobile phones

All the students are required to exhibit a professional and educative, rather respect-centred 

.attitude for each other

All the assignments, quizzes and other performance parameters are time-specific. Once 

someone missed any of the components, for any reason whatsoever, there is no make-up for

.these components

Talking to each other, leaving the class before time, operating the cell phones, making noise 

in the class, and alike are least desirable behaviours which must be avoided and there is no

.compromise

Best Wishes