Advertising and Event Management - Module Handbook- BBA VIII

Advertising and Event

Management
Module Handbook
Muhammad Waqas
Faculty of Business Administration
Department of Management ciences
Department of Management ciences! "II# Islamabad $ of %
Advertising and Event Management - Module Handbook- BBA VIII
#able of "ontents
$ Introduction&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '(
) *b+ective&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '(
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,ationale including
Aims &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&
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- .re-,e/uisites&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '-
0 #eac1ing and 2earning *utcomes&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '-
3 #eac1ing Met1odology&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '-
4 Assessment c1eme&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '0
5 ,eading Materials&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '3
% "ourse ,e/uirement and E6pectations&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '3
$' Academic Dis1onesty&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& '4
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Module
"ontents &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&
'5
Department of Management ciences! "II# Islamabad ) of %
Advertising and Event Management - Module Handbook- BBA VIII
Introduction
#ec1nological advancements 1ave facilitated t1e converged flo7 of content across several
media platforms! ne7 forms of participatory 8e-9culture! and t1e emergence of grass-roots
collective intelligence 82:vy $%%49& #1is represents a cultural s1ift and c1allenges traditional
notions of producer and consumer; content-generator and passive spectator 8<enkins )''39&
Inconsistencies in marketing communications 1ave become increasingly visible to savvy
consumers - no7 termed co-producers or prosumers 8=o>inets! Hemetsberger and c1au
)''59! 71o! in turn! are increasingly engaged in t1e co-creation of value propositions and
marketing messages& It is against suc1 a dynamic! fragmented and diverse backdrop t1at )$st
century advertising must operate in order to engage 7it1 t1eir varied audiences& #1e aim of
t1is module is to e6amine t1e t1eories! principles and practice of advertising in lig1t of t1is
dynamic scenario& #1e roles and applications of advertising 7ill be discussed! alongside t1e
processes of planning! developing and evaluating advertising campaigns& Issues of et1ics and
t1e interrelations1ips bet7een advertising! culture and society 7ill also be discussed& #1is
module 7ill also cover event planning! event management and event marketing&
Objective
#1is module 7ill develop a critical understanding of communications t1eory and relevant
debates as t1ey apply to marketing communication& tudents 7ill understand t1e role of t1e
marketer in development of advertising messages and event management& #1is module 7ill
enable t1e students to appreciate t1e responsibility of t1e marketer as a contributor to t1e
advertising and event management& It develops strategic responses to advertising and
marketing communications problems! based upon a clear understanding of t1e marketing
environment! organisations and consumers
#1is is a ( credit 1our course! comprising ( 1ours of teac1ing per 7eek&
Rationale Including Aims
#1e specific aims are to?
@ Introduce students to t1e nature! purpose and scope of advertising&
@ "ritically dra7 on differing t1eoretical stances! frame7orks and practical e6amples to e6plore
t1e principles and practices of advertising&
@ Discuss t1e processes of planning! developing and evaluating advertising campaigns! and
t1e interrelations1ips bet7een t1e goals of clients! agencies and consumers&
@ ,aise and discuss some of t1e et1ical issues involved in advertising&
@ Discuss t1e interrelations1ips bet7een advertising! culture and society&
Department of Management ciences! "II# Islamabad ( of %
Advertising and Event Management - Module Handbook- BBA VIII
@ Encourage full student participation and discussion to facilitate t1e ac1ievement of t1e
learning outcomes outlined belo7&

Prerequisites
As t1is is a specialisation course in business studies so familiarity of introductory marketing
modules is mandatory for studying t1is course&
Learning Outcomes
By t1e end of t1e module students 7ill be able to?
Appreciate t1e diversity of marketing communications activities and understand t1e
concept and process of advertising&
Anderstand differing approac1es to t1eorising advertising and t1eir contributions to t1e
conceptualisation of advertising strategies and tactics&
Demonstrate compre1ensive understanding of varied advertising tools&
Analyse and critically evaluate national! international and cross-cultural advertising
strategies and campaigns&
"ritically discuss t1e et1ical issues encompassing advertising&
Demonstrate a7areness of t1e interrelations1ips bet7een advertising! culture and
society&
Describe processes associated 7it1 t1e planning! management! risks and operations of
events&
Teaching Methodology
#1e main teac1ing met1od 7ill involve lectures 7it1 interactive discussion 71ere appropriate&
#1e slides to accompany t1e sessions 7ill be available to students& In addition to lectures
871ic1 are formal presentations9 t1ere 7ill be a series of class e6ercises and ot1er practical
activities designed to en1ance t1e scope of learning and t1e /uality of discussion! to support
t1e group pro+ect and also to encourage deeper learning 71ic1 7ill be tested in t1e e6am&
Department of Management ciences! "II# Islamabad - of %
Advertising and Event Management - Module Handbook- BBA VIII
During t1e semester! student 7ill be involved in t1e activities of solving problems! discussing
t1eories! t1eir applications! and attempting of /ui>>es! pro+ects and t1e Midterm e6am& #1e
assessment and evaluation of t1e students 7ill be based on t1e belo7 stated areas&
#1e module is based on t1e principle of student-centred learning& It re/uires students to take
responsibility for t1eir learning by completing t1e prescribed reading! and preparing for! and
participating in! classes as re/uested by t1e lecturer&
Assessment cheme
Mid-term e6amination I after '- 7eek $'B
Mid-term e6amination II after $' 7eek $0B
Cui>DAssignmentsD.ro+ectsD.resentations )0B
#erminal E6amination after $3 7eek 0'B
The e!ams "ill involve objective ty#e questions and also ans"ering o#en ended or
essay ty#e questions$ #1e course7ork consists of a 7ritten report based on a group pro+ect
as 7ell as individual 7ritten essay& tudents 7ill be assessed on t1eir understanding of key
concepts! kno7ledge of t1e specific topics and t1eir critical ability& #1e purpose of t1e e6am is
to assess t1e studentsE understanding of t1e core concepts and t1eory of advertising and event
management& It 7ill also e6amine studentsE ability to critically assess and evaluate concepts
and practices& Information about t1e e6am 7ill be given later in t1e class room&
%ourse"or&
#1e course7ork 7ill consist of a report based on a group pro+ect 8(!''' F 0B 7ords no
lee7ay9& Groups 7ill be self-selected and s1ould comprise of (-3 students$ 'ou must #rovide
a list o( your grou# members to the module leader by "ee& )$ #1e deadline for t1e
submission of your assignment 7ill be announced in class& A 1ard copy of t1e report s1ould be
1anded in to t1e module leader by due date& 2ate submissions 7ill be penalised i&e& 0B
reduction in scores&
Hou 1ave t7o group pro+ects& Io c1oice is available&
Project A* Hou 1ave to conduct a survey of ('-0' respondents or ) focus groups to uncover
t1e motivations for t1e purc1ase of ice cream& Based on findings of your researc1! you 1ave to
Department of Management ciences! "II# Islamabad 0 of %
Advertising and Event Management - Module Handbook- BBA VIII
design a video ad to communicate 7it1 target audience& Hou are also supposed to present
your ad and rational be1ind t1e formation of ad in t1e lecture t1eatre&
Project +* Jit1 your group you 1ave to develop an advertising campaign of football matc1&
Hou 1ave to develop a print ad for t1at purpose& Ho7ever! note t1at to address t1e assignment
you 7ill need to revie7 t1e academic literature on t1e topic& In doing so you 7ill be re/uired to
retrieve and use academic articles in t1e area of your focus& Furt1er information about
structure 7ill be provided in t1e first session&
Reading Materials
%ore Te!ts*
Advertising Princi#les and Practice
By Jilliam Wells! <o1n +urnett! andra Moriarty
K4t1 EditionL
.rentice Hall
Additional reading*
Advertising, Promotion and other As#ects o( Integrated Mar&eting %ommunications
By #erence A& him#
K4
t1
EditionL #1omson
%ontem#orary Advertising
By Jilliam F& Arens
K2atest EditionL McGra7 Hill
Event management
By 2ynn Van Der Jagen and Brenda ,& "arlos
%ourse Requirements and E!#ectations
-rades* 2etter grades 7ill be assigned based on t1e universityEs standard grading scale&
+e Pre#ared (or %lass* tudent must go t1roug1 t1e assigned readings before coming to t1e
class& Hou s1ould be ready to discuss t1e undergoing concepts by different perspectives&
Attendance* tudents are re/uired to attend all t1e classes; minimum attendance re/uirement
by rule is 5'B in "II#& Hou are fully responsible for t1e information missed in t1e class due to
absence&
Department of Management ciences! "II# Islamabad 3 of %
Advertising and Event Management - Module Handbook- BBA VIII
.ui//es 7ill be announced and t1ere 7ill be no make-up for missed /ui>>es&
Assignments* In fairness to students 71o complete assignments on time! late assignments
7ill not be accepted& Hou must turn in t1e assignments at t1e end of t1e lecture on t1e day
t1ey are due&
Minimising disru#tions* All cell p1ones s1ould be turned off during class& Do not involve in
side conversations&
Re#ort* tudents are re/uired to 7rite a pro+ect report on t1e assigned topic and t1ey 1ave to
defend t1eir 7ork&
%lass Partici#ation* .ositive! 1ealt1y and constructive class participation 7ill be monitored for
eac1 class& .articular emp1asis 7ill be given during t1e presentation sessions& #1e manner in
71ic1 t1e /uestion is asked or ans7ered 7ill also be noted& Hour be1aviour as business
e6ecutives in t1e class 7ill contribute to t1e class participation marks&
Academic 0ishonesty
Academic dishonesty is an offence t1at 7ill not be tolerated in any form& Any student 71o is
involved in any suc1 activity 7ill be penalised to t1e fullest e6tent possible allo7ed by
university regulations& If you 1ave any doubts about 71et1er an action constitutes academic
dis1onesty! consult 7it1 your instructor before taking t1e action&
Plagiarism and %heating? .lagiarism is reproduction of material from books and articles
7it1out ackno7ledgement& It is t1e act of passing off anot1er personsE 7ork as your o7n!
copying a fello7 studentsE 7ork or reporting 7ork submitted by past student& uc1 actions are
seen as forms of c1eating! as suc1! are panelised by e6aminer& J1enever a student submits a
piece of 7riting claiming it to be 1is o7n aut1ors1ip! it is generally understood t1at all t1e
ideas! opinions! facts! figures! conclusions! revisions! 7ords are t1e studentEs original 7ork!
unless 1eDs1e 1as e6plicitly indicated ot1er7ise using citations! footnotes! attribution in t1e
te6t! andDor used /uotation marks& 'ou have to give a (ull re(erence o( te!t used in course
"or& at the end o( "ritten essay (or "hich you are advised to use 1arvard Re(erencing
tyle$
#1e use of unaut1orised material during an e!amination in order to secure or give 1elp 7ill
not be tolerated& Academic dis1onesty also encompasses unaut1orised copying and
Department of Management ciences! "II# Islamabad 4 of %
Advertising and Event Management - Module Handbook- BBA VIII
distribution of e6aminations! assignments! reports! pro+ects or term papers or t1e presentation
of unackno7ledged material as if it 7ere t1e studentEs o7n 7ork& A person failing to
ackno7ledge and recognise t1e contribution of t1e original aut1or 7ill be 1eld responsible
under academic deception& uc1 action 7ill necessitate measures to discipline t1e student
under t1e AniversityEs academic dis1onesty policy& Any academic dis1onesty 7ould call for
s7ift punitive action by t1e faculty and t1e names of t1e students involved 7ould be reported to
t1e concerned Head of Department&
Module %ontents
Lectures To#ics
Wee& 2
Advertising 3oundations 4 Pers#ectives
,evie7 of course program and literature! teac1ing met1odology! Introduction to
Advertising! Advertising role in marketing&
Wee& )
Advertising 3oundations 4 Pers#ectives
Advertising and ociety! #1e Economic! ocial and ,egulatory Aspects of
Advertising&
Wee& 5
Advertising +ac&ground, Planning and trategy
The %onsumer Audience* The 3oundations o( Advertising, Research*
-athering In(ormation (or Advertising Planning
Wee& 6
Advertising +ac&ground, Planning and trategy
1o" Advertising Wor&s7
Wee& 8
Advertising +ac&ground, Planning and trategy
Advertising .lanning M trategy!
Wee& 9
EM-1? Event Management M Administration
Wee& :
Advertising Media
Media .lanning M Buying! Asing .rint and *ut-of-Home Media
Wee& ;
Advertising Media
Broadcast and Interactive *nline Media
Wee& <
%reative Advertising
"reative trategy and t1e "reative .rocess! "reative E6ecution? "opy7riting
Wee& 2=
%reative Advertising
Design and .roduction! Direct ,esponse Marketing
Wee& 22
EM-2? Event Marketing
Wee& 2)
Integrating Advertising "ith Other Elements o( %ommunication Mi!
.ublic ,elations! .ersonal elling! ales .romotion and ponsors1ips
Department of Management ciences! "II# Islamabad 5 of %
Advertising and Event Management - Module Handbook- BBA VIII
Wee& 25
Integrating Advertising "ith Other Elements o( %ommunication Mi!
,etail M Business-to-Business Advertising! International Advertising
Wee& 26
Project Presentations
Wee& 28
Evaluation of Advertising Effectiveness! EM-3? Event Fundraising M
ponsors1ips
Overvie" o( %ourse and +rie(ing about 3inal E!amination
Module Leader
#1e module leader is Mu1ammad Ja/as! )
nd
Floor! Academic Block I! "II#! Islamabad&
Ja/as can be contacted on email at mu1ammadN7a/asOcomsats&edu&pk&
Meeting* By appointment only or during t1e office 1ours 8arranged prior to coming9
Department of Management ciences! "II# Islamabad % of %