Bachelor of Science in Advertising Management
Degree Codes: Program- BSADV Plan- BSADV


The Bachelor of Science in Advertising Management is a course that is designed for students who intend to pursue a professional career in the advertising-related industry here in the Philippines or in the Asia-Pacific region. He/She may be employed as an advertising executive of the advertising department of a client company, an advertising agency, a production house or an advertising support service company, an advertising and promotions department of a media company, or he/she may decide to put up his/her own advertising company. The course enhances the managerial, strategic planning, creative and media abilities of the student so that he/she can work in any of the major departments of an advertising agency or in a marketing communications set-up. Finally, the course is in answer to the clamor of the advertising practitioners to provide them that much needed manpower to further professionalize the industry.

General Objectives

The proposed major program aims to provide manpower to the advertising or advertising-related industry. It shall offer marketing communications companies particularly advertising agencies a dedicated, properly trained, skilled, and value oriented advertising professional who can work in the area of account management, creative, production, media, and marketing services. The experiential skills the student will undergo shall hopefully minimize the huge cost of training an unprepared advertising employee. The program's graduates shall be the university’s contribution to the roster of talents the industry constantly looks for.

Advertising Communication (COMADVE)
3 units
A course which further develops the oral communication skills of a would-be advertising executive in situations involving dyadic, small group and public communication interactions. This includes interviewing, presenting advertising proposals to client, negotiating, conducting conferences, and giving speeches on special occasions. The students are required to undergo a company immersion program (Serviced by College of Liberal Arts).

Marketing Management (MARKMAN)
3 units
An in-depth study of the various functions and practices in marketing management from product development, production, pricing, distribution, selling, to various promotional activities. As an application of the principles, the class will be grouped into experimental companies which will develop new products or services and eventually promote them to specified target markets based on a marketing plan.

Legal Aspects of Advertising and Promotions (LAWADVE)
3 units
A special law subject designed for advertising students to orient them on legal aspects of advertising like intellectual property, trade mark, trade names, sales promotions, and consumer protection (Serviced by Legal Management Department).

Principles of Advertising and Marketing Communications (ADPRINS)
3 units
A course that introduces the student to the principles and techniques of advertising and related marketing communications activities like sales promotion, public relations, publicity, personal selling, and merchandising. Provides an insight to the total marketing communications activities of a client company and the role of the advertising agency in the planning, conceptualization, production and implementation of these activities. A mini-advertising campaign is produced for experiential learning.
Pre-requisite: MARKETI

Advertising, Consumer, and Media Research (ADSERCH)
3 units
Acquaints the student to the methodologies of advertising consumer and media research and its impact in the total development of an advertising campaign plan in particular and the marketing plan in general. Group research projects dealing on consumer and advertising issues are conducted to allow the student to appreciate the value of research work in the field of marketing communications.
Pre-requisite: ADPRINS

Strategic Planning and Account Management (ADSTRAT)
3 units
Introduces the student to the various strategies and philosophies of developing an advertising campaign or a marketing communications plan. Focuses on the account management function of an advertising agency and the role of the account executive in supervising and advertising campaign. Provides an insight to a new advertising technology known as account planning or strategic planning. As requirement, the student prepares an advertising plan covering the facts of the industry or the market, the product, the consumer, sales, advertising and promotional activities. On the basis of the marketing brief, the creative and media strategies and tactics are eventually developed and visualized into a campaign.
Pre-requisite: ADPRINS

Copywriting and Creative Management (ADWRITE)
3 units
Deals on the creative function of the agency with emphasis on copywriting. Exposes the student to the management of the creative department of an advertising agency and the role of the copywriter in the conceptualization of advertising ideas based on strategies. Exercises in tri-media writing are maximized to develop the creative abilities of the student in writing for print, radio, and television. Writing for non-traditional media is also explored during the duration of the course.
Pre-requisite: ADSTRAT

Advertising Visualization and Art Direction (ADVISUA)
3 units
A course that taps the visualization, drawing and artistic abilities of the student. Various stages of visualization are discussed and the student is allowed to practice his inherent drawing skills. Various print ads and television commercials are evaluated in search of the "big idea" which is key to an effective advertising campaign.
Pre-requisite: ADSTRAT

Print Advertising Production and Management (ADPRINT)
3 units
A production course that deals on the processes and techniques of the print advertising both from the viewpoints of the print production department of the advertising agency or a print production supplier. A content analysis of print ads currently published by various advertisers is conducted and their strategies evaluated as guidelines in the final print advertising workshop/print campaign presentation the students will undergo for their final requirement. A minimum of 50 hours of practicum is required for completion of the course (Serviced by College of Liberal Arts).
Pre-requisite: ADWRITE, ADVISUA

Media Planning and Buying (ADMEDIA)
3 units
Focuses on the media function of the advertising agency with emphasis on media planning and buying. Various techniques in planning for various media of mass communication are discussed. The viewpoint of the media sector, i.e., publications, broadcasting companies, and other non-traditional media companies are also investigated for a fuller perspective of the media function.
Pre-requisite: ADWRITE, ADVISUA

Broadcast Advertising Production and Management (ADBROAD)
3 units
A production course that deals on the process and techniques of broadcast advertising both from the viewpoints of the broadcast production department of the advertising agency as well as the production house. A content analysis of radio-television commercials aired by various advertisers is conducted and their strategies evaluated as guidelines in the broadcast advertising workshop/radio-tv campaign presentation the student will undergo for their final requirement. A minimum of 50 hours practicum is required for completion of the course (Serviced by College of Liberal Arts).
Pre-requisite: ADWRITE, ADVISUA

Advocacy Advertising and Public Relations (ADVOCPR)
3 units
A discussion of the techniques and principles of public relations as a tool of marketing and corporate communications. Advocacy advertising is also extensively evaluated as a tool to enhance corporate image and reinforce the role of advertising in socio-cultural and economic development of the country.

Contemporary Developments in Marketing Communications (ADCONTE)
3 units
A seminar-workshop format to discuss contemporary issues in marketing communications like telemarketing, advocacy campaigns, account planning, entrepreneurial advertising, advertising ethics, new trends in global advertising and international marketing, etc. Resource speakers on various relevant topics are invited to prepare the students for future advertising work. Case studies in marketing communications are likewise deliberated to enhance knowledge of the advertising industry and related fields.

Practicum and Campaign Presentation (ADTICUM)
3 units
A practicum of 300 hours in an advertising agency or an advertising-related industry like production houses, promo agencies, advertising departments of client or media companies, etc. As a "thesis", the student develops a full-blown advertising campaign for a particular product, service or idea before a panel of advertising and marketing communications practitioners preferably in a speculative advertising campaign presentation set-up.

Electives

Computer Graphics in Advertising (ADCOMPU)
3 units
A technical course that introduces the student to computer graphics in advertising and how such computer-generated television commercials can convey a creative message. Also orients the students to new software developments like storyboarding, powerpoint, etc. (Serviced by College of Liberal Arts).

Advertising Photography (ADGRAPHY)
3 units
An introduction to advertising photography covering both black and white and colored photography. The intricacies of shooting, developing and printing are discussed via workshops and applications. Animation and cartooning are likewise explored as an advertising technique. As a requirement, a photo exhibit of students is put to display their creative materials (Serviced by College of Liberal Arts).

Direct Response Advertising and Sales Promotion (ADIRECT)
3 units
A course that acquaints the student on direct marketing communications as a non-traditional tool of advertising. Internal, dealer, and consumer sales promotion activities are also tackled as a means to promote the company’s products and services.