OUTCOMES-BASED COURSE SYLLABUS

Revised/Update: February 4, 2022

PROGRAM BACHELOR OF ARTS IN COMMUNICATION
COURSE CODE RCI 103
COURSE TITLE ADVERTISING PRINCIPLES AND PRACTICES
COURSE COMPONENT REQUIRED COURSE BASED ON PROGRAM OUTCOMES
PRE-REQUISITE RCI 102
CREDIT 3
TIME ALLOTMENT 3 hours per week
TERM Second Semester

I. VISION OF TMC
A model institution with fully developed academic, technical- vocational education and
skill of manpower with positive work attitudes anchored in the core values of leadership
and professionalism essential in the creation of self-reliant citizens.

II. MISSION OF TMC

To build well-trained, competent and employable professionals, who will meet the
demands of the local and international work places.

III. INSTITUTIONAL LEARNING OUTCOMES

TMC graduates should able:

1. Practice professional and ethical standards sensitive to the local, national and global
realities;
2. Manifest commitment and demonstrate service orientation in their field or
professions;
3. Be qualified for various types of employment and participate in development
activities and public discourses, particularly in response to the needs of the
communities they serve;
4. Contribute to the generation of new knowledge by participating in various research
and development projects;
5. Pursue lifelong learning for personal and professional growth through varied
experiential and field based opportunities;
6. Preserved and promote “Filipino Historical and Cultural Heritage based on RA7722”.

IV. PROGRAM GOALS

This program aims to equip students with the knowledge and skills in the theory and
practice of communication applicable in various professions and contexts, with focus on the
media professions.

V. PROGRAM OUTCOMES

Students in the discipline must exhibit the following competencies at the end of the under
graduate program. Graduates should be able to have:

1. Have an appreciation of Advertising Communication development focusing on the client’s

perspective.
2. Enable to more strategically evaluate and critique creative work presented by creative advertising
agencies

VI. COURSE LEARNING OUTCOMES

Upon completion of this course, the students are able to:

  Understanding the relationship and difference of Advertising and Marketing.
 Learn the evolution of advertising
 Identify types of advertising
 Identify roles and functions of advertising
 Understand the advertising development process
 Identify key players in advertising.
 Learn the root of advertising works
 Appreciate generating the right insights and recognizing benefit barriers.
 Identify advantages and disadvantages of radio ads
 Learn the evaluating scripts
 Appreciate sound effects
 Identify principles of print advertising
 Learn evaluating print
 Comparison between rational and emotional advertising
 Learn below the line and non-traditional advertising and communications
 Articulate advertising ethics
 Identify basic guidelines of the Advertising Board of the Philippines
VII. DESIRED LEARNING OUTCOMES

At the end of the semester, a student completing this course should be able to:

1. Overview of the class assignments and expectations

2. Understanding the relationship and difference of Advertising and Marketing.
3. Learn the evolution of advertising
4. Identify types of advertising
5. Identify roles and functions of advertising
6. Understand the advertising development process
7. Identify key players in advertising.
8. Learn the root of advertising the works
9. Identify parts of a concept
10. Differentiate difference and concept
11. Define brand character
12. Learn how to evaluate a copy strategy
13. Learn brand equity statement
14. Appreciate generating the right insights and recognizing benefit barriers
15. Define ADMAP
16. Understand advertising idea
17. Define selling line
18. Articulate drama
19. Define big picture
20. Appreciate evaluating storyboards
21. Learn the commercial production
22. Identify advantages and disadvantages of radio ads
23. Learn the evaluating scripts
24. Appreciate sound effects
25. Identify principles of print advertising
26. Learn evaluating print
27. Comparison between rational and emotional advertising
28. Learn direct – to – consumer advertising: relationship marketing.
29. Learn below the line and non-traditional advertising and communications
30. Articulate advertising ethics
31. Identify basic guidelines of the Advertising Board of the Philippines
32. Define media
33. Identify types of media
34. Articulate media strategy development planning.
VIII. COURSE DESCRIPTION
This course is an introductory study of advertising from specific point of view. It involves
the understanding and appreciation of proper strategies – advertising, creative and media as
basis for correct, effective and efficient advertising campaigns in the Philippines. It also examines
fully the roles played by different department of an agency and the various segments of the
advertising industry that pertain to each of them. It will benefit future advertising practitioners
whether as account managers in ad agencies, or as advertising or brand managers of clients, or
a heads of their own companies.

IX. COURSE REQUIREMENTS

1. Attendance in all class activities

2. Active participation in class activities/deliberations
3. Shall take and pass quizzes
4. Participation in individual/group activities
5. Submission of term project
6. Shall take and pass major examinations (prelim, midterm, semi-finals and finals)
X. GRADING SYSTEM

In general, the College applies numerical grading system in rating the academic performance of
the students. This numerical grading system has corresponding indication and percentage
equivalent, as follows:

Adjectival Rating Numerical Rating Percentage

Excellent 1.00 - 1.09 95 - 100%
Very Good 1.10 - 1.50 90 - 94%
Good 1.51 - 2.50 80 - 89%
Passed 2.51 - 3.00 75 - 79%
Failed 3.01 - 5.00 Below 74%

OTHER GRADING OPTIONS ARE THE FOLLOWING:

W – Withdraw
DR – Dropped
NG – No Grade

Grades are computed based on classroom performance that includes:

HIGHEST RATINGS
CRITERIA PRELIM MID- SEMI- FINAL
TERM FINAL
Attendance – 10% 1.00 1.00 1.00 1.00
Class Participation – 10% 1.00 1.00 1.00 1.00
Quizzes – 15% 1.00 1.00 1.00 1.00
Individual/Group Activities-10% 1.00 1.00 1.00 1.00
Term Project – 15% 1.00 1.00 1.00 1.00
Major Written Examinations – 40% 1.00 1.00 1.00 1.00

In general, the College sets 50% in any test / examinations of the total raw score as the passing
mark.

XI. CLASSROOM REGULATIONS AND POLICIES

1. Student Attendance and Absences

a. Regardless of a disability, all students are responsible for fulfilling the essential
requirements of courses/programs/degrees, including attendance expectations.
b. No one is allowed to attend a class unless officially enrolled on a credit or non-credit basis
with the appropriate fees paid. Students who attend, participate and strive to complete
course requirements without formal enrolment will not receive credit for their work.
c. In compliance with the College regulations governing class attendance, students who stop
attending the class for at least twenty percent (20%) of the required number of class
hours for classroom and laboratory instruction in a semester without justifiable reasons
or who have never attended class will be dropped from the class. (Attendance is defined
as physical attendance, participation or presence in an academically related activity such
as submission of an assignment (e.g., homework, research paper), quiz/ examination, or
participation in group activities.)
d. Severe consequences on students who miss term exams without a "satisfactory
explanation" shall be imposed, namely, a failing grade in the course. To avoid such dire
action, the policy instructs students "unable to take major examinations because of illness
or other reasons over which they have no control" to notify the instructor immediately.
Students should be prepared to document their illness or the extenuating circumstances
that caused them to miss the exam.
e. Students are excused from classes to participate in college-approved events or
competitions. Before missing classes, the participants must present their instructors with
a letter signed by both the College Administrator and the faculty adviser/coach of the
student. These letters confirm the dates and locations of the events. An excused absence
does not excuse students from completing course work missed during their absences.
f. The College physician will provide students with a medical excuse only if the student's
illness warrants such action. If a student is examined by a physician during the time
he/she is ill, the physician will decide at that time if the student is too ill to attend classes.
If an excuse is warranted, the physician will specify this on a medical certificate, which
the student will receive and shown to the instructor upon their entrance to the class.
g. Students who face emergencies, such as a death in the family, serious illness of a family
member, court appearances, hazardous weather that makes attendance impossible or
other situations beyond their control that preclude class attendance should notify their
instructors immediately to be excused from their class.
h. Students without notifications of absence or excuse letters will not be allowed to have
make-up course work such as quiz, but will be allowed to take midterm and/or final
examinations.
i. The standards of student attendance shall be strictly adhered to by faculty members to
prevent the giving of academic credits to students who do not meet the minimum
requirements.
j. Students who are absent for whatever reason are taken against them, whether they are
excused or not. Thus, absence is recorded as such for record’s purposes.
k. Habitual absenteeism shall be reported by the faculty to the Guidance Counselor who will
then conduct counseling on the concerned student. The Guidance Counselor may call
upon the concerned student and/or his/her parents or guardians for a conference.
l. A student who arrives within the first ten (10) minutes of the class period shall be marked
late; otherwise, he/she will be marked absent even though he is allowed to join the class
for the remainder of the period.
m. If a student is habitually late, the faculty shall refer said student to the Guidance
Counselor for counseling.
n. A student who leaves the class after the roll call and never returns toward the end of the
period shall be considered absent.
o. Time lost due to late enrolment shall be considered time lost by absence.

2. Class Meetings and Dismissal of Classes

 a. Faculty members should observe punctuality in conducting their respective
classes. The faculty should be in his class before the said class.
b. Faculty members are required to begin their respective classes promptly.
c. Faculty members should dismiss their classes five (5) minutes before the end of each
period to allow the students to move and transfer to their next class.
d. No one is allowed to disrupt the class by calling on the faculty or any student during class
hours without an official locator slip issued by the Dean/Head of the concerned faculty or
student.
e. Faculty shall stay in the classroom and conduct classes during the entire period.

3. Classroom Discipline

a. Faculty members are persons in authority and shall have the right to discipline students
who commit infractions such as cheating, shouting, and making unnecessary noise, using
vulgar language, impolite and other unacceptable behaviours as provided for in the
Student Manual. No faculty, however, shall inflict corporal punishment on offending
students nor shall he/she make deductions in the students’ scholastic ratings for acts that
are clearly not manifestations of poor scholarship.
b. Faculty members shall discourage disruptive student behaviour and strictly ban
indiscriminate use of cell phones and other electronic devices inside the classroom.
c. Faculty members shall ensure that students are doing meaningful tasks inside the
classroom during their vacant periods.
d. Faculty members shall ensure cleanliness inside the classroom and its vicinity.
Chalkboards shall be cleaned before leaving the classroom. Chairs and tables shall be
arranged. Lights shall be switched off.

4. Use of Electronics Devices in the Classroom

Electronic devices such as cell phones may be used in the class under the direction of the
instructor for instructional purposes or otherwise directed at the discretion of the instructor.
Students who use their devices for non-instructional purposes will be directed to put the
device away; failure to do so will be considered insubordination and referred to school
administration.

5. Class Participation and Behaviour

1. Class participation is a very important part of the learning process in this course.
Students will be evaluated on the quality of their contributions and insights.
2. Any form of cheating will immediately earn you a failing grade.
3. Students are required to adhere to the behavior standards and to refrain from disrupting
classes.
4. If a student is disruptive, the faculty member may ask the student to stop the disruptive
behavior and warn the student that such disruptive behavior can result in academic or
disciplinary action.

XII. LEARNING PLAN

DESIRED LEARNING CONTENTS/ OUTCOMES-BASED ASSESSMENT OF RESOURCES TIMETABLE

OUTCOMES (DLO) TOPICS TEACHING LEARNING
LEARNING (OBTL) OUTCOMES
WEEKS TERM
1. Overview of the class  Introduction  Lecture –  Graded oral  Books/ Week PRELIM
assignments and  Concept Discussion presentation with Library 1-4
expectations Development  Case Study and rubric/criteria  Gadgets/
2. Understanding the  The Copy Critiquing  Assignment Materials
relationship and Strategy and  Film Showing and  Participation  Inte
difference of Brand Equity Reflections  Quizzes rnet
Advertising and  Individual/ Group  Major Exams Sou
Marketing. presentation rces
3. Learn the evolution of ;
advertising
4. Identify types of
advertising
5. Identify roles and
functions of
advertising
6. Understand the
advertising
development process
7. Identify key players in
advertising.
8. Learn the root of
advertising works
9. Identify parts of a
concept
10. Differentiate difference
and concept
11. Define brand character
12. Learn how to evaluate
a copy strategy
13. Learn brand equity
statement
14. Appreciate generating  The  Lecture –  Graded oral
the right insights and Advertising Discussion presentation with  Books/
recognizing benefit Brief  Case Study and rubric/criteria Library
barriers  Television Critiquing  Assignment  Gadgets/
15. Define ADMAP Advertising  Film Showing and  Participation Materials
16. Understand Reflections  Quizzes  Internet
advertising idea  Individual/ Group  Major Exams Sources Week
17. Define selling line presentation MIDTERM
5-8
18. Articulate drama
19. Define big picture
20. Appreciate evaluating
storyboards
21. Learn the commercial
production

22.   
23. Identify advantages  Radio  Lecture –  Graded oral  Books/ 9-12
and disadvantages of Advertising Discussion presentation with Library weeks
radio ads  Print  Case Study and rubric/criteria  Gadgets /
24. Learn the evaluating Advertising Critiquing  Assignment Materials
scripts  Rational vs.  Film Showing and  Participation  Internet
25. Appreciate sound Emotional Reflections  Quizzes Sources;
effects Advertising  Individual/ Group  Major Exams
26. Identify principles of  Direct to presentation SEMI
print advertising Consumer FINAL
27. Learn evaluating print Advertising:
28. Comparison between Relationship
rational and emotional Marketing
advertising
29. Learn direct – to –
consumer advertising:
relationship marketing.
30. Learn below the line  Below the  Lecture –  Graded oral  Books/ 13-16 Final
and non-traditional Line/Non Discussion presentation with Library weeks
advertising and Traditional  Case Study and rubric/criteria  Gadgets/
communications Advertising Critiquing  Assignment Materials
31. Articulate advertising and  Film Showing and  Participation  Internet
ethics Communicatio Reflections  Quizzes Resources;
32. Identify basic ns  Individual/ Group  Major Exams
guidelines of the  Advertising presentation
Advertising Board of Ethics:Basic
the Philippines Guidelines of
33. Define media the
34. Identify types of media Advertising
35. Articulate media Board of the
strategy development Philippines
planning  Media

XIII. REFERENCES

RECOMMENDED READINGS:

 Advertising Principles and Practices 6th Edition. Prentice Hall Wells/Burnett/Moriarty

Prepared by: Recommending Approval Approved by:

MARINA C. POLESTICO, MA MARINA C. POLESTICO, MA DR. QUIRINO T. NUGAL, JR.

Faculty Program Chair/ College Administrator
College Department Head