UNIVERSITY OF ECONOMICS AND LAW

FACULTY OF BUSINESS ADMINISTRATION

ADVERTISING AND PROMOTION

BUS 1314

1. COURSE GENERAL INFORMATION

COURSE LEADER:
Name: Title: Master
Department: Marketing Phone number: (084) 3724 4555
Faculty of Business Administration Internal extension number: 6461
E-mail:

2. COURSE REQUIREMENTS
ENGLISH NAME ADVERTISING AND PROMOTION
MODULE CODE BUS 1314
TYPE OF MODULE CORE MODULE
NUMBER OF CREDITS 02
THE VOLUME OF LESSONS: ACADEMIC LESSONS: 30
45 lessons are taught in 15 weeks. PRACTICE LESSONS: 15
PRE-REQUISITE MODULE Principles of Marketing
o Customer behavior
CO-REQUISITE MODULE
o Public relations
3. COURSE REFERENCE
1. George E. Belch, Michael A. Belch (2017), Advertising and Promotion: An Integrated
Core textbook
Marketing Communications Perspective, McGraw-Hill Education
2. Bonnie L. Drewniany, A. Jerome Jewler (2011), Creative Strategy in Advertising, 10th
International Edition, Thomson Southwestern/Cengage Learning
Other references
3. Hoang Trong, Hoang Thi Phuong Th~o (2007), Quin tri chi~u thi, NXB Thống k~
4. Armand Dayan (1995), "Ngh~ thu@t quing cdo", Nxb Th~ giới
4. COURSE GOALS
• This module aims to provide students with knowledge and skills to organize, manage and
successfully implement an advertising or promotion plan in accordance with the goals of
IMC (Integrated Marketing Communications); and to understand the role of advertising in
implementating the overall marketing strategy.

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 • At the end of the course, students will acquire the knowledge to accurately establish
Marketing strategies, IMC and IMC tools. Besides, students will acquire skills in organizing
an advertising and promotion program as well as measuring its effectiveness.
• Students will be able to analyze the market, customer characteristics, and business
opportunities in order to create effective promotion programs.
At the end of this course, the evalutaion of student's knowledge is based on the ouput standards of
Advertising and Promotion which also a part of graduation standards of Marketing program. Level
of expertise is classified based on the cognitive scale of 6 levels of Benjamin S.Bloom (1956).

CRITERIA CODE DESCRIPTION OF COURSE GOALS CAPACITY

Have the scientific methodology to solve economic and business 3.5
1.1.1
problems
Have knowledge of Social Sciences and Humanities to apply in solving 3.5
1.1.3
1.KNOWLEDGE

the problem of management and organization

Have basic knowledge of the principles of governance, the theory of 4.0
1.3.2 competition, manufacturing, investment, product distribution and
customers.
1.3.3 Have the legal knowledge in business and professional ethics. 3.5
Be able to apply learned-knowledge to criticize and build business 4.0
1.3.4
strategy.

2.1.2 Have the ability to discover problems in managing, manufacturing and 4.0
selling.
2.1.3 Have the ability to manage a work, business plan. 3.5
2.2.2 Have the ability to evaluate plans, projects, and policies on business
Have the ability to sort out problems arising and interoperability within 4.0
2.3.2
the system
2.SKILLS

2.4.3 Be able to update market information and capture business opportunities 3.5
2.5.3 Have professional ethics, honesty and work responsibly 3.5
2.5.4 Have professional attitudes in working and solving problems 4.0
3.1.3 Have the ability to communicate in writing and multimedia 4.0
3.1.5 Be able to listen with critical thinking. 4.0
3.2.4 Have teamwork skills 4.0
3.3.1 Have the ability to using English to communicate (500 TOEIC) 4.0
4.1.4 Be aware of the current issues 4.0
ATTITUDES

4.1.5 Have the ability to forecast the global prospect 3.5

3.

4.2.3 Have the ability to adapt quickly in the enviroment of culture diversity 3.5
4.3.4 Have the ability to employ different methods, tools to be self-research. 3.0

5. COURSE DESRIPTION
Advertising and promotion are two of the five tools of integrated marketing communication:
advertising, promotion, direct marketing, personal sales and public relations. This course will
introduce about IMC and the role of advertising - promotion for IMC as well as the role of IMC in

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marketing strategies. Students will have access to opportunities analysis, be analyzing communication
progress, be setting goals and budgets for advertising and promotion.
This course will apply the method of reasoning, criticism, and solving specific situations. It will
help students to analyze the market, customer needs and characteristics, and properly establish
Marketing and IMC strategies. Students will acquire skills in organizing an advertising and promotion
program as well as measuring its effectiveness.
6. EXPECTED LEARNING OUTCOMES
CODE EXPECTED LEARNING OUTCOMES CAPACITY
1.1.1.1 Have research method to solve economic and business problems
Have knowledge of Social Sciences and Humanities to apply in solving the problem of
1.1.1.3
management and organization
Have basic knowledge of the principles of governance, the theory of competition,
1.1.3.2
manufacturing, investment, product distribution and customers.
1.1.3.3 Have the legal knowledge in business and professional ethics.
1.1.3.4 Have the ability to apply knowledge to defence and build business strategy
2.2.1.2 Ability to evaluate, analyze, synthesize and provide solutions
2.2.1.3 Be able to organize and implement business plans and projects.
2.2.2.2 Have the ability to evaluate plans, projects, and policies on business
2.2.3.2 Have the ability to sort out problems arising and interoperability within the system
2.2.4.3 Be able to update market information and capture business opportunities
2.2.5.3 Have the professional ethics, honesty and responsibility in working
2.2.5.4 Have professional attitudes in working and solving problems
2.3.1.3 Have the ability of communicating by documents and diverse methods

2.3.1.5 Have the listen skill with critical thinking

2.3.2.4 Have teamwork skills

2.3.3.1 Have the ability to using English to communicate (500 TOEIC)
3.4.1.4 Be aware of the current affairs
3.4.1.5 Have the ability to develop the global prospect
3.4.2.3 Have the ability to adapt quickly in the enviroment of culture diversity
3.4.3.4 Have the ability to employ different methods, tools to be self-research.

7. COURSE ASSESSMENT
COURSE
PERCENTAGE
ASSESSMENT TYPES ASSESSMENT EVIDENCE LEARNING
%
OUTCOME

GROUP 20%
ASSESS PRESENTATION 1.1.3.1, 1.1.3.3,
THE From the second Evaluate the skill of presentation and 2.2.1.1, 2.2.3.4,
LEARNING lesson, each group employing supportive tools to covey 2.2.4.4, 2.2.5.3,
PROCESS 50%
will present the content of their presentation 2.2.5.4, 2.3.1.5,
(20%) practical effectively and efficiently 2.3.2.4, 3.4.1.4,
assignment related 3.4.2.3, 3.4.3.4

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 to the course 2.2.4.4, 2.2.5.3,
Assess the ability of interacting
content and 2.2.5.4, 2.3.1.3,
practical between group and their classmates,
2.3.1.5, 2.3.2.4,
applications. students and instructor to strengthen 30%
2.3.3.1, 2.4.1.4,
Presentation and knowledge, receive new knowledge
2.4.1.5, 3.4.2.2,
interaction in 20 with positive mind.
3.4.2.3, 3.4.3.4.
minutes
2.2.1.1, 2.2.1.4,
Evaluate the students'abilities in
2.2.3.4, 2.2.4.4,
internalizing knowledge from the
2.2.5.3, 2.2.5.4,
preparing process, professional skills, 20%
2.3.1.3, 2.3.1.5,
commication skill and the skill of
2.3.2.4, 3.4.1.4,
combining the individual abilities.
3.4.1.5.
30%
COURSE 1.1.3.1, 1.1.3.3,
PROJECTS Evaluate the skill of presentation and 2.2.1.1, 2.2.3.4,
(Group employing supportive tools to covey 2.2.4.4, 2.2.5.3,
50%
presentations) the content of their presentation 2.2.5.4, 2.3.1.5,
Each group of 3-4 effectively and efficiently 2.3.2.4, 3.4.1.4,
students will be 3.4.2.3, 3.4.3.4
assigned by the 2.2.4.4, 2.2.5.3,
MID-TERM Assess the ability of interacting
lecturer a business. 2.2.5.4, 2.3.1.3,
ASSESSME between group and their classmates,
Students approach 2.3.1.5, 2.3.2.4,
NT students and instructor to strengthen 30%
business, markets, 2.3.3.1, 2.4.1.4,
(30%) newspapers, TV knowledge, receive new knowledge
2.4.1.5, 3.4.2.2,
and research about with positive mind.
3.4.2.3, 3.4.3.4.
IMC programs
2.2.1.1, 2.2.1.4, 20%
of the business. Evaluate the students'abilities in
2.2.3.4, 2.2.4.4,
Presentation and internalizing knowledge from the
2.2.5.3, 2.2.5.4,
interaction in 20 preparing process, professional skills,
2.3.1.3, 2.3.1.5,
minutes commication skill and the skill of
2.3.2.4, 3.4.1.4,
combining the individual abilities.
3.4.1.5.
50%
WRITTEN EXAM
Assess the level of understanding and
(60-minute exam, 1.1.1.3, 1.1.3.1,
absorbing knowledge of students, the
including 2 1.1.3.3, 2.2.1.1,
ability of systematizing and using
questions 2.2.1.4, 2.2.4.4, 60%
knowledge to present, explain and
- Question 1 about 2.2.5.3, 2.3.1.3,
solving the specific problem within
the knowledge, 2.3.1.3
the scope of subject.
students understand
FINAL Evaluate the ability of thinking 1.1.3.1, 1.1.3.3,
the issues and make
TERM logically, having strong arguments, 2.2.1.1, 2.2.3.4,
practical contact.
ASSESSME applying theories into practices to 2.2.4.4, 2.2.5.3,
NT (50%) - Question 2 is a 30%
solve and explain problems in a 2.2.5.4, 2.3.1.5,
case study related
critical manner. 2.3.2.4, 3.4.1.4,
to advertising and
3.4.2.3, 3.4.3.4
promotion
strategies, applying Evaluate the ability of presenting an 2.2.1.1, 2.2.1.4, 10%
analysis and essay in an academic style using the 2.2.4.4, 2.2.5.3,
evaluation creative, in-depth knowledge to solve 2.2.5.4, 2.3.1.3,
practices. the problem. 2.3.1.5, 3.4.1.4,
3.4.1.5, 3.4.3.4.

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RUBRIC FOR ASSESSMENT: ON A SCALE OF 1-10
Score
Criterion <5 5-<7 7-<9 9-10
(Bloom's scale)
Have ability to Know how to use Know how to use Employ indepth
memorise and knowledge to solve knowledge and knowledge,
The content of subject understand the problems. methods suitably, methods, analyze
(70%) knowledge. The Have the listen and analyze the problem the problem in a
ability of analysis is argument skills. deeply. critical and logical
not required. manner.
Easy to understand
The style of writing, Easy to understand with strong
Fairly difficult to
argument and Easy to understand with a logical arguments and
understand
presentation (30%) manner. excellent
presentation.

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 8. COURSE PLANS
DETAILED ASSESSMENT
WEEK CONTENT CHAPTER DESCRIPTION TEACHING AND LEARNING ACTIVITIES
OUTCOME EVIDENCE

1.1.1.1
1.1.3.2 General information about the module, materials,
length of module, conditions of participation in the
1.1.3.4
module. Give the lecture, suggest issues, and use supportive
Chapter 1: An overview of advertising & promotion (C1) 2.2.1.2 Assessment methods, the score's structure of tools such as PowerPoint. Exchange the
1 evaluation. knowledge in the
1.1. The basics of advertising and promotion 2.2.2.2 Interact with students through questions, and case
General rules on class and academic regulations. studies. chapter.
1.2. The trend of advertising today 2.2.4.3 Students are put into 10 groups for group Evaluate illustrative
Students in groups will discuss and comment.
2.3.1.5 situations.
presentations and essay. Topics are allocated for
2.3.2.4 groups on the scope of the subject.
3.4.1.4

1.1.1.1
1.1.3.2
Chapter 2: History of the Development of Advertising
1.1.3.4
2.1. The development process of advertising. Give the lecture, suggest issues, and use supportive
2.2.1.2 tools such as PowerPoint. Exchange the
2.2. Factors related to advertising The development of advertising. Economic, cultural, Interact with students through questions, and case knowledge in the
2 2.2.2.2
2.2.1 Economic factor and social factors related to advertising industry. studies. chapter.
2.2.4.3 Students in groups will discuss and comment. Evaluate illustrative
2.2.2 Cultural factor situations.
2.3.1.5
2.2.3 Social factor
2.3.2.4
3.4.1.4

1.1.1.1
1.1.3.2
Chapter 3: The scope and background of advertising 1.1.3.4
Introduce and analyze the scope of advertising and Give the lecture, suggest issues, and use supportive
3.1. The scope of advertising: from local to global. 2.2.1.2 tools such as PowerPoint. Exchange the
consumer behavior. Scope of advertising: from local Interact with students through questions, and case knowledge in the
3 3.2. Marketing and consumer behavior: the foundation of 2.2.2.2
to global. Marketing and consumer behavior: the studies. chapter.
advertising. 2.2.4.3 Evaluate illustrative
foundation of advertising Students in groups will discuss and comment.
3.3 The main content of the description and the standard 2.3.1.5 situations.

2.3.2.4
3.4.1.4

Chapter 4: Determinants of advertising and promotion 1.1.1.1 Describe and analyze the market research steps. Give the lecture, suggest issues, and use supportive
strategy (C2)
1.1.3.2 Market segmentation and the marketing mix: tools such as PowerPoint. Exchange the
4.1. Market segmentation and the marketing mix: Interact with students through questions, and case knowledge in the
4 1.1.3.4 Determinants of advertising and promotion strategy
Determinants of advertising and promotion strategy studies. chapter.
2.2.1.2 Market research: gather information for advertising Evaluate illustrative
4.2. Market research: gather information for advertising and Students in groups will discuss and comment.
2.2.2.2 planning situations.
promotion planning

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 2.2.4.3
2.3.1.5
2.3.2.4
3.4.1.4
1.1.1.1
1.1.3.2
1.1.3.4 Marketing and Advertising Planning
Give the lecture, suggest issues, and use supportive
Chapter 5: Advertising & Promotion Planning 2.2.1.2 Planning Media Strategy: Seeking Affiliation with the tools such as PowerPoint. Exchange the
5 5.1. Advertising and promotion planning 2.2.2.2 Market. Interact with students through questions, and case knowledge in the
studies. chapter.
5.2. Media planning: Seeking Affiliation with the Market. 2.2.4.3 Evaluate illustrative
Students in groups will discuss and comment.
2.3.1.5 situations.
2.3.2.4
3.4.1.4
1.1.1.1
1.1.3.2
1.1.3.4
Give the lecture, suggest issues, and use supportive
Chapter 6: Creative strategy in advertising & promotion 2.2.1.2 tools such as PowerPoint. Exchange the
Creative strategy and creative process. Interact with students through questions, and case knowledge in the
6 6.1. Creative strategy and creative process. 2.2.2.2
Creative execution: art and transcription. studies. chapter.
6.2. Creative execution: art and transcription. 2.2.4.3 Evaluate illustrative
Students in groups will discuss and comment.
2.3.1.5 situations.
2.3.2.4
3.4.1.4
1.1.1.1
1.1.3.2
Chapter 7: Advertising design and production 1.1.3.4
Give the lecture, suggest issues, and use supportive
7.1. Advertising in print, electronic 2.2.1.2 Advertising in print, electronic tools such as PowerPoint. Exchange the
7 and digital media 2.2.2.2 and digital media Interact with students through questions, and case knowledge in the
studies. chapter.
7.2. Using publication media 2.2.4.3 Using publication media Evaluate illustrative
Students in groups will discuss and comment.
2.3.1.5 situations.
2.3.2.4
3.4.1.4

Group presentation: Analysis of IMC programs of 1.1.3.4 Each group of 3-4 students will be assigned by the Student groups present the topic they chose at the Interact with other
companies 2.2.1.2 lecturer a business and Students approach business, beginning of the course by using PowerPoint and groups
8 2.2.2.2 markets, newspapers, TV and research about IMC other supporting tools Evaluation
2.2.4.3 programs Other groups listen to the presentation and ask according to
2.3.1.5 of the business. questions requirements

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 2.3.2.4 Lecturer and other groups comment, interact, The lecturer asks questions and the presenting
3.4.1.4 question and evaluate the presenting group. group answer.

1.1.3.4 Each group of 3-4 students will be assigned by the Student groups present the topic they chose at the
2.2.1.2 Interact with other
lecturer a business and Students approach business, beginning of the course by using PowerPoint and
Group presentation: Analysis of IMC programs of groups
2.2.2.2 markets, newspapers, TV and research about IMC other supporting tools
companies Evaluation
9 2.2.4.3 programs Other groups listen to the presentation and ask
according to
2.3.1.5 of the business. questions
requirements
2.3.2.4 Lecturer and other groups comment, interact, The lecturer asks questions and the presenting
3.4.1.4 question and evaluate the presenting group. group answer.

1.1.3.4 Each group of 3-4 students will be assigned by the Student groups present the topic they chose at the
2.2.1.2 Interact with other
lecturer a business and Students approach business, beginning of the course by using PowerPoint and
Group presentation: Analysis of IMC programs of groups
2.2.2.2 markets, newspapers, TV and research about IMC other supporting tools
companies Evaluation
10 2.2.4.3 programs Other groups listen to the presentation and ask
according to
2.3.1.5 of the business. questions
requirements
2.3.2.4 Lecturer and other groups comment, interact, The lecturer asks questions and the presenting
3.4.1.4 question and evaluate the presenting group. group answer.

1.1.1.1
1.1.3.2
Chapter 8: Types of advertising & promotion 1.1.3.4
An introduction to electronic and digital media. Give the lecture, suggest issues, and use supportive Exchange the
8.1. Using electronic media 2.2.1.2 tools such as PowerPoint. knowledge in the
Using electronic media: television and radio Interact with students through questions, and case chapter.
11 8.2. Using digital interactive media 2.2.2.2
Using interactive media: digital and direct mail studies. Evaluate illustrative
2.2.4.3
Students in groups will discuss and comment. situations.
2.3.1.5
2.3.2.4
3.4.1.4

1.1.1.1
1.1.3.2 Using out-of-home, exhibitive, and supplementary
Chapter 8: Types of advertising & promotion (cont) 1.1.3.4 media
Give the lecture, suggest issues, and use supportive Exchange the
8.3. Using out-of-home, exhibitive, and supplementary media 2.2.1.2 Relationship building: directmarketing, personal tools such as PowerPoint. knowledge in the
2.2.2.2 selling, and sales promotion Interact with students through questions, and case chapter.
12 8.4. Build a relationship
studies. Evaluate illustrative
2.2.4.3 Relationship building: public relations, sponsorship,
Students in groups will discuss and comment. situations.
2.3.1.5 and corporate advertising
2.3.2.4
3.4.1.4

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 Student groups present the topic they chose at the
beginning of the course by using PowerPoint and Prepare the content
2.2.4.3 of presentation,
other supporting tools such as V-Clip, role-
interact with other
2.3.1.5 The guest speaker is a director / CMO of a foreign playing according to the creativity of each group.
groups and evaluate
13 Guest speakers: Advertising & promotions in the new era 2.3.2.4 business with outstanding advertising and promotion Interacting and presenting and lecturer guide the
the results basing
3.4.1.4 activities. content management thought of Japanese and
on the criteria
American.
defined.
Evaluate the results basing on the criteria defined.

1.1.1.1 Public relations help the company building good

1.1.3.2 relationships with the public, positively influencing Student groups present the topic they chose at the
Chuong 9: Relationship building: public relations, 1.1.3.4 the attitudes of different public groups toward the beginning of the course by using PowerPoint and Prepare the content
sponsorship, and corporate advertising company. other supporting tools such as V-Clip, role- of
2.2.1.2
Depending on the audience that businesses want to playing according to the creativity of each group. presentationinteract
2.2.2.2
14 target, they will decide the appropriate information Interacting and presenting and lecturer guide the with other groups
9.1. Building public relations 2.2.4.3
channel. content recruitment and job description within the and evaluate the
9.2. Sponsorship and corporate advertising 2.3.1.5 organization
In fact, when building business strategies, many results basing on
2.3.2.4 companies are interested in various forms of Evaluate the results basing on the criteria defined. the criteria defined.
3.4.1.4 sponsorship to create opportunities to enhance the
company's image and brand.
1.1.1.1
1.1.3.2
1.1.3.4 Synthesize, summarize course content.
Public scores
2.2.1.2 Evaluate the strengths and weaknesses of the teaching
Review and summarize the course Interaction between lecturer and students. Suggest the
and learning process.
Provide the information of course results 2.2.2.2 Lecturer answer questions related to course application of
15 Answer questions of students about the course.
2.2.4.3 content, presentations assessment, essays and knowledge into
Public mid-term and learning process scores. final exams. practice and
2.3.1.5
Information about final exams and assessment research
2.3.2.4
structure.
3.4.1.4

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9. GENERAL RULE
The rules of attending class
o Student has responsibility to attend all the class meeting of the course they registered. In the
case of absence due to force ma}eure, the sufficient and reasonable evidences must be
presented.
o Student who is absent for more than two days of class, whether they present reasonable
evidences or not, is deemed not to complete the course and must re-enroll on the next
semester.
The rules of student's behaviour in the class
o The course is conducted with the principle of the respect between the instructor and
learners. All the behaviours which affect to the teaching and learning process are
prohibited
o Student must attend the class on time. Student who is late fore more than 15 minitues after
the start of class are not allowed to attend that day of class.
o Student is not permitted to make any noices in the class as it will affect the learning process
of other classmates
o Eating, drinking or using electric devices such as cell phone, music player are prohibited in
the time of studing in class
o Laptop, notebook are allowed to use for the aim of studying in the class, other pupose are
forbade
o Student who break the above rules will be asked to stop that day of class and considered as
absence.
Academic regulations
o Students are put into 10 groups, topics suggested by instructors are alloctated to these
groups.
o The allocation of topics for group presentations and essays is conducted at the fisrt day of
studing in class.
o The methods and criteria employed to evaluate the group presentations and essays are
detailed in the section 7 of this syllabus
o The issues which relates to the score's reserve when students have to stop their studies for
unexpected reasons, appeal against the result, request a re-mark, examination discipline are
conducted in accordance with the academic regulations of the University of Economics and
Law of Vietnam National University of Hochiminh city.
Day of finishing the syllabus: 21/09/2020

DEAN OF FACULTY HEAD OF COMPILERS

DEPARTMENT

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