CHI TIẾT CHƯƠNG TRÌNH GIẢNG DẠY

SYLLABUS DETAILS

DANANG CAMPUS

Tên học phần/Course name: CAA201 - Communications and advertising

Nguyên lý Truyền thông & Quảng cáo
1. Thời gian triển khai học kỳ: Duration: SCHEDULE SEMESTER SPRING 2025 (6/1 - 30/4/2025)
2. Đề cương triển khai: Communications and Advertising Syllabus (Under Decision No. 358/QĐ-ĐHFPT
dated 04/03/2024)
3. Danh sách Giảng viên triển khai học phần/ Lecturers: Nguyễn Khánh Vy

4. Tài liệu /Material:

- Textbook: Advertising & IMC: Principles and Practice, Edition 11th (2018) Sandra Moriarty, Nancy
Mitchell, William D. Wells, ISBN- 9781292262062.
- Video, Audio, PPT.
- Harvard Business Review, BusinessWeek, Neisen Vietnam Market Report.

5. Môi trường, công cụ triển khai bổ sung/ Update Environments and Tools (if any):
a) Thực hiện giảng dạy hoặc sử dụng trên những website:
- Advertising & IMC: Principles and Practice, Edition 11th (2018) Sandra Moriarty, Nancy Mitchell,
William D. Wells, ISBN- 9781292262062:
[Link]
P200000005995/9780136879428
- Nielsen Vietnam: [Link]
- Harvard Business Review: [Link]
- Brand Finance: [Link]
b) Yêu cầu về công cụ, kỹ thuật đặc thù gì (cái gì, ở đâu, như thế nào…)
- Specific Tools and technical requirements (What? Where? How? etc.): Máy tính cá nhân
- Kênh trao đổi thông tin giữa thầy và trò (kể cả việc nộp bài, cho điểm, nhận xét…) Communication
channels between among lecturers and students (including submitting assignments, grading, and
giving comment):
o Assignment: [Link]
o Quiz & Exam: [Link]
o Email: VyNK11@[Link]
o Phone number: 0776943461
6. Mục tiêu của khóa học: Course Learning Objectives:

CLO1 Understand the basic elements of Advertising, Integrated Marketing Communication and its
role in the marketing process
CLO2 Understand strategic planning stages including marketing strategy, communication strategy,
creative strategy, media strategy and their relationship.
CLO3 Understand the research method, data in the marketing process
CLO4 Understand advertising audiences' (consumer) behavior and able to identify them using
segmentation, targeting and profiling
CLO5 Understand the creative side and promotional writing languages
CLO6 Understand different advertising mediums requirement and its essential
CLO7 Demonstrate ability to apply Advertising, PR concepts to analyze and solve real-world
situations.
CLO8 Apply different tools for researching, planning, executing and presenting advertising
campaigns
CLO9 Develop basic communication and media materials such as marketing copy, press release
and online content.

04.02-BM/ĐT/HDCV/FE 2/0 1/3

CLO10 Apply theories and practices to discuss useful criteria for evaluating IMC effectiveness

7. Lịch triển khai môn học/ Course implementation schedule

Assignment
Week Slot Date Chapter -Topic -Content Assessment Note
Homework
Course introduction
Chapter 1: Strategic brand Read
syllabus,
1 6/1 Communication learning Theoretical
The marketing foundation materials
Marketing mix
Integrated Marketing Communication
1 Brand Building
Formulate the brand's image, Read
personality, positioning, added value, syllabus,
2 9/1 meaning. learning Theoretical
Discuss IMC's effect to create and materials
communicate the above brand meaning
aspects
Read
Chapter 2: The practice of advertising syllabus,
3 13/1 Evolution of the Key Concepts of learning Theoretical
Advertising materials
2 Read
syllabus,
The advertising world
4 16/1 learning Theoretical
Change in the Practice of Advertising materials

Quiz 1: Chapter 1, 2 Read

syllabus,
Chapter 8: Strategic Planning
5 20/1 learning Theoretical
Chapter 6: Strategic research materials
The research process
3 Read
Choose methods and Collect data
syllabus,
Group Project and Presentation
6 7/2 learning Theoretical
guideline materials
Individual Assignment guideline
Chapter 7: Segmenting and Targeting Read
the Audience syllabus,
7 10/2 Factor influences Consumer Decisions learning Theoretical
Segmenting markets and targeting materials
4 audiences
Profiling markets and target audiences Read
Customer insight and account planning syllabus,
8 13/2 learning Theoretical
Discuss good & bad practice on materials
Chapter 5
Chapter 9: The Creative Side Read
syllabus,
Role of creativity in IMC
9 17/2 learning Theoretical
Creative thinking materials
Key message strategy approaches
5 Read
Issues affect the management of
syllabus,
creative strategy and its implementation
10 20/2 learning Theoretical
Tutorial: Develop creative concept for a materials
Creative brief of a brand
6 11 24/2 Quiz 2: Chapter 6, 7, 8, 9 Read Theoretical
Chapter 10: Promotional Writing syllabus,
Describe the writer’s role in brand learning
materials
communication
Read
Type of brand communication writing syllabus,
12 27/2 Explain how to write for various media learning Theoretical
Identify challenges that writers face. materials

Discuss good & bad practice: Read

Chapter 12: Media basics & Chapter syllabus,
13 3/3 13: Paid Media learning Theoretical
Chapter 11: Visual Communication materials
Role of visual communication
7
The basics of design (The designer's Read
toolkit) syllabus,
14 6/3 Essential of Production of Print, Video learning Theoretical
Production, Web Design Consideration materials
Submit individual Assignment
Group
presentation
Group Presentation (Project Based
15 10/3 on the PBL
Learning) assignment
8 Read
syllabus,
Chapter 14: Owned, Interactive, and
16 13/3 learning Theoretical
Earned media materials

Group
Group Presentation (Project Based presentation
17 17/3 on the
PBL
Learning)
assignment
Chapter 15: Media Planning and
Negotiation
9 Media buying and negotiation work
Media Plans and the Role of Media Read
syllabus,
18 20/3 Research learning
Theoretical
Four Steps of Media Planning materials
The Responsibilities of Media Buyers
Current Trends in Media Planning and
Buying
Chapter 17: Evaluating IMC Read
Effectiveness syllabus,
19 24/3 Brand communication impact learning Theoretical
Evaluating the IMC Message & materials
10 performance of Various IMC Tools
Evaluating the Performance of Media Read
syllabus,
Vehicles
20 27/3 learning Theoretical
Course review materials
Quiz 3: Chapter 10, 11,15, 17