University of Management and Technology, Ho Chi Minh City

UMT Business School

__________________________

SYLLABUS

Course code: MKT301E1

Course title: Advertising Technology
Applied to semester: ……. - Academic year 20 - 20 
Decision No. ……., dated: …………….

1. General course information:

Credits : 03
Periods : 45
Maximum number of students: 40
Language delivered : English
Preceding : None
Pre-requisite : Consumer Behaviour
Co-requisite : None

2. Course description:
This course provides students with a comprehensive framework, theories and practices to
understand the modern advertising technology and process in the changing media landscape.
Through theory and practical lessons, students will learn about current industry trends; utilize
data and technology to build client relationships, insights and brand position; and apply
creative strategy to develop advertising ideas, integrated marketing communication.
3. Course objectives:

CO1: Introduce basic concepts of advertising technology and process.

CO2: Equip students with knowledge of media technology and consumer behavior in today’s
changing media landscape.
CO3: Develop an ability to apply advertising tools to real-life business situations.

4. Course learning outcomes (CLOs):

Upon successfully completing the course, students will be able to:

No. CLO description

CLO1 Explain and identify concepts of advertising.
CLO2 Describe integrated marketing communication.
CLO3 Explain perspective on consumer behavior.
Apply theories and concepts of advertising, promotion and digital
CLO4
advertising to promote sales and consumers’ satisfaction.
The mapping matrix of CLOs and program learning outcomes (PLOs) can be found in
Appendix 5 of Program Curriculums.

5. Teaching/learning methods:

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 Maximu
m
Modes of
No Description Location Periods number
instruction
of
students
- The lecturer will allocate sufficient
time for student’s theory learning with
suitable teaching activities.
- The lecturer organizes interactive
sessions where students can read case
works/materials related to Advertising
technology under the guidance of the
1 Lectures &
lecturer. Classroom 41 40
Tutorials
- Students will also have round table
discussion and debate to solve problems
related to Advertising technology in the
real-world business situations.
- At the end of each topic, each student
makes a mind map to summary the core
contents.
Students have short presentations
2 Presentation Classroom 4 40
related to Advertising technology.
Students are expected to read materials At home
3 Self-study and do assignment, group work in their or 90 n/a
self-study times. elsewhere
6. Textbook(s) and other required materials:
Required material (R):
[1] George E. Belch and Michael A. Belch (2021), Advertising and Promotion: An Integrated
Marketing Communications Perspective, the twelfth Edition, McGraw-Hill Education.
Additional material (A):
[1] George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David Waller (2020),
Advertising: An Integrated Marketing Communication Perspective, 4th edition, McGraw-Hill
Education.
[2] Mara Einstein (2017), Advertising: what everyone needs to know, Oxford University
Press.
7. Assessment methods:
Students are assessed according to the method of the lecturer in charge of the subject and
according to the recommendations of the Business School. The method of assessment can be
adjusted according to the regulations of the UMT.

Duration/
Components Assessment Forms Weights Due CLOs
Room
Suggested forms of
assessment:
- Attendance
Class - In Week 1- [1], [2],
- Reading and discussing the 30%
activities classroom 10 [3], [4]
case works/materials
- Question and answer (Q&A)
- Presentation/Debate
Suggested forms of
Mid-term - In assessment:
20% TBA [2]
Exam classroom - Exercises
- Short presentation

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 Duration/
Components Assessment Forms Weights Due CLOs
Room
Final exam

As scheduled
by:
60 minutes
Office of
Academic Essays
Affairs Multiple-choice questions
Lecture Week 11, [1], [2],
Lecturers Short answer questions 50%
room 12 [3], [4]
Long answer questions
Type: Others:…………
Opened-
Lab
book
Closed-
book

Total 100% - -
Notes:
⚠ In specific cases, the online assessment may be applied.
⚠ Preferably, the mid-term marks should be uploaded no later than Week 10.
⚠ Preferably, the final exam should be organized within Week 11-12, either scheduled by Office of Academic
Affairs or Lecturers. Final marks should be uploaded no later than Week 14.
8. Academic integrity:
The University of Management and Technology, Ho Chi Minh City (UMT) takes the
commitment to academic integrity very seriously and considers it foundational to UMT’s
teaching and learning activities. To ensure full academic integrity, students are required to:
a. Work independently on individual assignments and in-class tests and avoid any act
of academic dishonesty.
b. Regarding group work, students are expected to fully and actively participate in and
demonstrate individual contribution, responsibility, and collaboration. The final
project assignment of the group must clearly state the contribution of each member.
c. Plagiarism regulations
- Plagiarism is defined as the use of idea/work of/by other people, whether published,
without proper and full referencing/citations.
- Plagiarism will be considered to have been committed if students are found to have
copied ideas/works in whole or part(s) from any source without proper
referencing/citations.
- Self-plagiarism is committed if students reincorporate their previous own
work/assignment/project/dissertation/thesis in whole or part(s) to submit in another
course without clearly citing them.
Any violation of Academic Integrity regulations detected at any time (even after the
grades/marks have been announced or the course is completed) will be punished accordingly.

9. Course contents and schedule:

Weeks

Learning
Content Activities CLOs
materials
1 Topic 1: Introduction to Integrated R1. Part 1. PP. - Lecture [1], [2]
Marketing Communications 2-66. + Examples
1.1. An Introduction to Integrated A1. Part 1. PP. + Q&A
Marketing Communications (IMC) 3-44. - Case work
1.1.1. The Growth of Advertising and

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Weeks
Learning
Content Activities CLOs
materials
Promotion
1.1.2. The Role of Marketing
1.1.3. Integrated Marketing
Communications
1.1.4. The Promotional Mix: The Tools
for IMC
1.1.5. IMC Involves Audience Contacts
1.1.6. The IMC Planning Process
1.1.7. Perspective and Organization of A2. Chapter 1.
This Text - Presentation
PP. 5-22.
1.2. The Role of IMC in the Marketing
Process
1.2.1. Marketing Strategy and Analysis
1.2.2. The Target Marketing Process
1.2.3. Developing a Positioning Strategy
1.2.4. Developing the Marketing
Planning Program
1.2.5. The Role of Advertising and
Promotion
Summary of Topic 1
2 Topic 2: Integrated Marketing R1. Part 2. PP. - Lecture [2], [3]
Communications Program Situation 68-139. + Examples
Analysis A1. Part 2. + Q&A
2.1. Organizing for Advertising and
Promotion: The Role of Ad Agencies Chapter 3, 4. - Case work
and Other Marketing Communication PP. 55-106. - Presentation
Organizations A2. Chapter 3.
2.1.1. Participants in the Integrated PP. 55-84.
Marketing Communications Process: An
Overview
2.1.2. Organizing for Advertising and
Promotion in the Firm: The Client’s Role
2.1.3. Advertising Agencies
2.1.4. Agency Compensation
2.1.5. Evaluating Agencies
2.1.6. Specialized Services
2.1.7. Collateral Services
2.1.8. Integrated Marketing
Communications Services
2.2. Perspectives on Consumer
Behavior
2.2.1. An Overview of Consumer
Behavior
2.2.2. The Consumer Decision-Making
Process
2.2.3. The Consumer Learning Process
2.2.4. Environmental Influences on
Consumer Behavior
2.2.5. Alternative Approaches to

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Weeks
Learning
Content Activities CLOs
materials
Consumer Behavior
Summary of Topic 2
Topic 3: Analyzing the
Communication Process
3.1. The Communication Process
3.1.1. The Nature of Communication
3.1.2. Basic Model of Communication
3.1.3. Analyzing the Receiver
3.1.4. The Response Process
3.1.5. Cognitive Processing of R1. Part 3. PP.
- Lecture
Communications 142-208.
+ Examples
3.1.6. Summarizing the Response A1. Part 2.
3 Process and the Effects of Advertising + Q&A [2], [4]
Chapter 5. PP.
3.2. Source, Message, and Channel - Case work
109-151.
Factors - Presentation
3.2.1. Promotional Planning through the
Persuasion Matrix
3.2.2. Source Factors
3.2.3. Choosing a Celebrity Endorser
3.2.4. Message Factors
3.2.5. Channel Factors
Summary of Topic 3
Topic 4: Objectives and Budgeting
for Integrated Marketing
Communications Programs
4.1. Establishing Objectives
4.1.1. The Value of Objectives R1. Part 4. PP.
4.1.2. Determining Integrated Marketing 215-249. - Lecture
Communications Objectives
4.1.3. Sales versus Communications A1. Part 3. + Examples
Objectives Chapter 7. PP. + Q&A
4 [2], [4]
4.1.4. DAGMAR: An Approach to 222-228. - Case work
Setting Objectives A2. Chapter 2. - Presentation
4.1.5. Problems in Setting Objectives PP. 25-51.
4.2. Establishing and Allocating the
Promotional Budget
4.2.1. Establishing the Budget
4.2.2. Budgeting Approaches
4.2.3. Allocating the Budget
Summary of Topic 4
5,6 Topic 5: Developing the Integrated R1. Part 5. PP. - Lecture [2], [4]
Marketing Communications 254-588. + Examples
Program A1. Part 3. + Q&A
5.1. Creative Strategy: Planning and Chapter 10, 11, - Case work
Development 12. PP. 275-411. - Presentation
5.1.1. The Importance of Creativity in A2. Chapter 4.
Advertising

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Weeks
Learning
Content Activities CLOs
materials
5.1.2. Advertising Creativity PP. 87-115.
5.1.3. Planning Creative Strategy Chapter 6. PP.
5.1.4. The Creative Process 149-179.
5.1.5. Creative Strategy Development Chapter 7. PP.
5.2. Creative Strategy: 181-214.
Implementation and Evaluation
5.2.1. Appeals and Execution Styles
5.2.2. Creative Tactics
5.2.3. Client Evaluation and Approval of
Creative Work
5.3. Media Planning and Strategy
5.3.1. An Overview of Media Planning
5.3.2. Developing the Media Plan
5.3.3. Market Analysis and Target
Market Identification
5.3.4. Establishing Media Objectives
5.3.5. Developing and Implementing
Media Strategies
5.3.6. Evaluation and Follow-Up
5.3.7. Characteristics of Media
5.4. Evaluation of Media: Television
and Radio
5.4.1. Television
5.4.2. Buying Television Time
5.4.3. Radio
5.5. Evaluation of Media: Magazines
and Newspapers
5.5.1. The Role and Value of Magazines
and Newspapers
5.5.2. Magazines
5.5.3. Newspapers
5.6. Support Media
5.6.1. The Scope of the Support Media
Industry
5.6.2. Traditional Support Media
5.6.3. Promotional Products Marketing
5.6.4. Other Traditional Support Media
5.6.5. Nontraditional Support Media
5.7. Direct Marketing
5.7.1. Direct Marketing
5.7.2. Direct Selling
5.7.3. Evaluating the Effectiveness of
Direct Marketing
5.8. The Internet: Digital and Social
Media
5.8.1. The Growth of the Internet
5.8.2. The Internet and Integrated

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Weeks
Learning
Content Activities CLOs
materials
Marketing Communications
5.8.3. Mobile
5.8.4. Social Media Management
Programs
5.8.5. Internet Metrics
5.8.6. Advantages and Disadvantages of
the Internet and Digital and Social Media
5.9. Sales Promotion
5.9.1. The Scope and Role of Sales
Promotion
5.9.2. The Growth of Sales Promotion
5.9.3. Consumer-Oriented Sales
5.9.4. Promotion
5.9.5. Consumer-Oriented Sales
5.9.6. Promotion Techniques
5.9.7. Trade-Oriented Sales Promotion
5.9.8. Coordinating Sales Promotion
with Advertising and Other IMC
5.9.9. Tools
5.9.10. Sales Promotion Abuse
5.10. Public Relations, Publicity, and
Corporate Advertising
5.10.1. Public Relations
5.10.2. The Process of Public Relations
5.10.3. Publicity
5.10.4. Corporate Advertising
Summary of Topic 5
7,8 Topic 6: Monitoring, Evaluation, and R1. Part 6. PP. - Lecture [2], [4]
Control 592-627. + Examples
6.1. Arguments for and Against A1. Part 3. + Q&A
Measuring Effectiveness Chapter 12. PP. - Case work
6.1.1. Reasons to Measure
Effectiveness 373-411. - Presentation
6.1.2. Reasons Not to Measure
Effectiveness
6.2. Conducting Research to Measure
Advertising Effectiveness
6.2.1. What to Test
6.2.2. When to Test
6.2.3. Where to Test
6.2.4. How to Test
6.3. The Testing Process
6.3.1. Concept Generation and
Testing
6.3.2. Rough Art, Copy, and
Commercial Testing
6.3.3. Pretesting of Finished Ads
6.3.4. Market Testing of Ads
6.4. Establishing a Program for

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Weeks
Learning
Content Activities CLOs
materials
Measuring Advertising Effects
6.4.1. Problems with Current Research
Methods
6.4.2. Essentials of Effective Testing
6.5. Measuring the Effectiveness of
Other Program Elements
6.5.1. Measuring the Effectiveness of
Sales Promotions
6.5.2. Measuring the Effectiveness of
Nontraditional Media
6.5.3. Measuring the Effectiveness of
Sponsorships
6.5.4. Measuring the Effectiveness of
Other IMC Program Elements
Summary of Topic 6
9,10 Topic 7: Special Topics and Perspectives R1. Part 7. PP. - Lecture [2], [4]
7.1. The Importance of International 630-737. + Examples
Markets A1. Part 2, + Q&A
7.2. The Role of International
Advertising and Promotion Chapter 6. PP. - Case work
7.3. The International Environment 155-182. - Presentation
7.3.1. The Economic Environment A2. Chapter 2.
7.3.2. The Demographic Environment P. 25. Chapter 5.
7.3.3. The Cultural Environment PP. 117-146.
7.3.4. The Political/Legal
Environment
7.4. Global versus Localized
Advertising
7.4.1. Advantages of Global Marketing
and Advertising
7.4.2. Problems with Global Advertising
7.4.3. When Is Globalization Appropriate?
7.4.4. Global Products, Local Messages
7.5. Decision Areas in International
Advertising
7.5.1. Organizing for International
Advertising
7.5.2. Agency Selection
7.5.3. Creative Decisions
7.5.4. Media Selection
7.6. The Roles of Other Promotional-
Mix Elements in International
Marketing
7.6.1. Sales Promotion
7.6.2. Public Relations
7.6.3. Digital and Social Media
7.7. Advertising and Promotion Ethics
7.8. Social and Ethical Criticisms of
Advertising

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Weeks
Learning
Content Activities CLOs
materials
7.8.1. Advertising as Untruthful or
Deceptive
7.8.2. Advertising as Offensive or in Bad
Taste
7.8.3. Advertising and Children
7.8.4. Social and Cultural Consequences
7.8.5. Summarizing Social Effects
7.9. Economic Effects of Advertising
7.9.1. Effects on Consumer Choice
7.9.2. Effects on Competition
7.9.3. Effects on Product Costs and
Prices
7.9.4. Summarizing Economic Effects
Summary of Topic 7
10. Prepared by:
Dr. Hoang Chi Cuong
Date:…………… Date:……………
Dean of Business School The Deputy head of Department

Dr. Tran Nam Quoc

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