DAFFODIL INTERNATIONAL UNIVERSITY

FA C U L TY O F B U SI N ES S A N D E C O N O MI C S
BA CH E L OR O F B U S IN ES S A DM I N IS T RA T I O N

MKT 410
ADVERTISING

SUBJECT OUTLINE
SPRING 2011

S YED

OF FI C E

LO C AT I O N :
E M AI L:

I NS T RU C TO R
MI ZA NU R RA H M AN
Assistant Professor
Faculty of Business and Economics
T H

PRI N C E PL A Z A (4
FLO O R )
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ra ju @ daf f od i lv a r s it y. ed u. b d

L E C T U R E T I M E S : 8 . 3 0 - 9 . 5 0 A M ( T U E S D A Y & T U R S D A Y )
C O U N S E L I N G T I M E S : 1 0 . 0 0 - 1 1 . 3 0 A M ( T U E S D A Y & T U R S D A Y )

SUBJECT OBJECTIVES
The objective of this subject is to provide both a theoretical and practical perspective to
advertising communications and promotion management in a global economy. Thus, by
adopting the perspective of the product manager and marketing manager, the subject
examines the development and implementation of promotion programs.

Text Book:
Canadian Advertising in Action, Author: Keith J. Tuckwell, Edition: Eighth Edn.
Publisher: Prentice Hall
Reference Book:
Advertising and Promotion, an Integrated Marketing Communication Perspective, Author:
George E. Belch & Michael A. Belch, Edition: Sixth Edn. Publisher: Tata McGraw-Hill

TEACHING METHODOLOGY
This course is taught primarily by the lecture method, which requires a much greater
involvement of the student in class. At the same time, the course will cover some cases on
real life situation and students will analyze the case individually in preparation for the class
discussion. In the classroom, the instructor will act as discussion leader, with emphasis on
students active participation.
Detailed note-taking during class can often be distracting for others and counterproductive to
your own learning. Instead, try to be selective in taking notes during class. It is a good idea
to consolidate what you have learned at the end of each class or at the end of the day.

CLASS CONTRIBUTION
Class contribution by each and every student is a cornerstone of any effective learning
experience. Active class involvement augments the learning experience, increases
assimilation of material and stimulates the level of class discussion. Students contribution to
this course is initiated through thorough class preparation. Cases should be analyzed,
related to readings, lectures and experience. Contribution is expected to be relevant to the
current discussion and includes answering questions, volunteering answers, advancing the
discussion to a new issue, developing one side of an argument, clarifying difficult concepts
and asking questions pertinent to the topic. Just as important is listening attentively to your
classmates and critiquing ideas constructively. Class contribution may also include
assignments, hand-ins, group evaluations and prompt attendance.

COURSE EXPECTATIONS
In this course, much of your time will be spent in group interaction. This enables you to share
ideas and to improve communication skills. Through interaction, you will discover for yourself
the meaning of concepts, the subtleties inherent in everyday business situations, and the
rationales for various solutions to managerial problems. To achieve effective interaction, I
have three expectations:
1. Attendance. Because interaction is central, and also because your fellow group members
will be relying on you for ideas, I expect you to attend every class. Valid reasons for absence
include serious illness and family emergencies. Studying for exams and completing
assignments are not valid reasons to miss class.
2. Preparation. You are expected to read assigned material in advance and to be fully
prepared for class discussion. You may be called upon to begin the class and to contribute to
discussion at any time. Unsupported opinion will not substitute for informed discussion.
3. Group work. You will participate in some group work during the term. The group
should address group problems or conflict in a timely fashion. I will be available to assist
groups experience any problems.

PLAGI ARISM
Plagiarism means using the ideas of someone else without giving them proper credit. That
someone else may be an author, critic, journalist, artist, composer, lecturer, tutor, or another
student. Unintentional plagiarism can result if you dont understand and use the acceptable
scholarly methods of acknowledgement. In either case you have chance to face penalties,
which can be very severe. When it is desirable, or necessary, to use other peoples material
take care of include appropriate references and attribution. (Please see Harvard system of
Referencing and Citation of Electronic Sources).

SPECIAL INSTRUCTIONS

Students are expected to attend all classes and examinations with sound body and
soul.
Hanging ID card is mandatory for all.
Students will not be allowed to enter into the classroom after 10 minutes, from the
class starting time.
For plagiarism, the grade will be automatically become F for that exam /
assignment.
There will be NO make up examinations (Quiz, Midterm and Final)

Please Note: You are encouraged to attend all lectures in your class since you will have
opportunities to clarify what you learn, to discuss and to discuss additional relevant
matters that come up during the session only in your class.

Mobile phones and laptops are allowed in the classroom when switched off ONLY

M ARK ALLOCATION
Class Attendance / Participation
Quizzes
Assignments 1
Assessment 2 and Presentation
Midterm Exam
Final

7%
15%
5%
8%
25%
40%

Total

100%

[Every mark is important. Take the points seriously from the first class. If you do not care
about any aspects of assessment, you may loose the possible grade.]

GRADING SCALE
Number
80% and above
75% to less than
70% to less than
65% to less than
60% to less than
55% to less than
50% to less than
45% to less than
40% to less than
Less than 40%

Letter Grade

Grade Point

A + (Plus)
A (Plain)
A (Minus)
B + (Plus)
B (Plain)
B (Minus)
C + (Plus)
C (Plain)
D (Plain)
F (Fail)

4.00
3.75
3.50
3.25
3.00
2.75
2.50
2.25
2.00
0.00

80%
75%
70%
65%
60%
55%
50%
45%

Course Contents:
Advertising and Marketing Communications Today:
Chapter 1 Advertising in a Marketing Communications Environment
Chapter 2 The Advertising Industry and Ethics
Marketing Communications Planning:
Chapter 3 Consumer Behavior Concepts and Target Marketing
Chapter 4 Strategic Planning Concepts for Marketing Communications
Creative Message:
Chapter 5 Creative Planning Essentials
Chapter 6 Design, Layout, and Production
Communicating the Message: Planning Message Placement in Traditional Media Choices
Chapter 7 Media Planning Essentials
Chapter 8 Print Media: Newspapers and Magazines
Chapter 9 Broadcast Media: Television and Radio including folk media.
Chapter 10 Out-of-Home Media
Communicating the Message: Integrated Media Choices
Chapter 11 Direct Response Media
Chapter 12 Internet Communications
Chapter 13 Sales Promotion
Chapter 14 Public Relations and Event Marketing and Sponsorship