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GRADUATE SCHOOL MISSION STATEMENT To produce quality research in the various ADMISSION REQUIREMENTS statement of the problem, sources of data, analysis
fields of knowledge that is internationally and evaluation of information gathered, among
We are a Catholic institution dedicated to recognized. 1. Bce r D ge iA vrs g re td
ahl ’ eren deti o rl e
os in a others. Course output is a thesis proposal. Reviews
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advancing the frontiers of knowledge in the courses with a general average of at least the UST-GS Thesis Writing Guide Booklet.
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theoretical and applied fields through quality To recruit Faculty who are acknowledged 2.0/85% or B.
graduate education that is comprehensive and experts in the field and to complement the CORE SUBJECTS: 9 UNITS
responsive to the needs of society.
We are committed to the formation of scholars
teaching staff by inviting international
scholars in the various disciplines.
2. Complete accomplished application and
referral forms.
v ADV 601 - Philosophy of Business
Designed for businesses in a free enterprise
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and high level professionals who are ethical, society towards understanding changes in people,
competent, compassionate and committed to the To build partnerships and linkages between PHILOSOPHY & OBJECTIVES organizations and societies; how and in what
service of the Church, the Nation and the Global the Graduate School and academic direction change is taking place and what he can do
Community. institutions, industry and government Committed to intellectual expertise, scholarly e hrohl h dr r i c w i men “o h
i e t e , i e o d et h h as h w e
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research and the spirit of community involvement,
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entities at the local and international level. cn m ng te poes
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the business program is built on the strengths and definition of business profit and social responsibility
GRADUATE SCHOOL VISION STATEMENT To enhance the image and visibility of the traditions of the University of Santo Tomas. The and business as a service concern and vehicle for
We envision a Graduate School that stands for
excellence and innovation and that will be globally
identified for the distinction of its programs and
Graduate School and its work in both the
local and global community.
APPLICATION PROCEDURES
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Ethical values.
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Advertising program is envisioned to produce world
class business leaders imbued with Christian and
The Faculty members in the program are
social change and true fulfillment of human
development are discussed.
ADV 602 - Marketing Management
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quality of its research. advertising/marketing practitioners and academic It introduces the framework for making
A. Application for admission to the UST Graduate scholars who pool their knowledge to stress the skills marketing decisions. Specific skills are developed in
required to face unexpected challenges and to the analysis of customers, competition, the
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School is until October 15 for October enrollees,
GRADUATE SCHOOL GOALS April 5 for Summer enrollees and May 25 for provide realistic solutions created by change. organization facing the decision and the environment
Students are motivated to make the Advertising within which the marketing decision is to be made.
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June enrollees.
To realize this mission-vision, the Graduate Program not only a center of excellence but also a Theories are ap ld o eio sead g h 4 ’–
pe t dc i rgri te P
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School commits itself within the next five (5) years: B. Application forms for Admission are available at center of leadership. The course offerings enable product, price, place, promotion aimed at sharpening
To develop the intellect and creativity
through excellence in instruction, research,
the UST Graduate School, UST Admissions Office
& at the UST Graduate School Web Site –
http://graduateschool.ust.edu.ph b students to build their careers as managers; update
their knowledge and skills in order to gain an
understanding of the universal factors that influence
te s dn’ aiy t dvl cmpees e
h t et bi o ee p o rhni
u s l t o
marketing policy, strategic plans and control
procedures.
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and extension work. the success of business; and to develop lifelong skills
Requirements: to address the advertising issues of tomorrow. ADV 603 - Mathematical Tools or Statistics for
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To form scholars and high level Certified true copy of Transcript of Records, one Business
professionals in the arts and humanities,
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(1) colored passport size, recent photo (if any) CURRICULUM It is concerned with the formulation and analysis
the natural and allied health sciences, the document(s) attesting to passing a Bar/Board MASTER OF SCIENCE MAJOR IN ADVERTISING of mathematical models for decision making and the
social and management sciences who are
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Exam, or being a scholar of any agency. application of computers in business. Optimal
ethical and who demonstrate competencies PRE-REQUISITE SUBJECTS: 6 UNITS decisions are studied through quality and sensitivity
functional in both the local and global GS 500 - St. Thomas on Critical Thinking analysis, elementary probability, random variables,
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Two (2) Referral Forms: One(1) for the current
workplace. (immediate) superior (or Dean, in the case of a As the philosophical foundation of Research measures of central tendency, dispersion and co-
school); and the other, for the professor in one Methodology, it is a study of the principles of and variance as basis for business decisions.
To hone the professional and social skills,
and critical capabilities of students enabling
them to become responsible leaders in their
careers and community.
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specialization (major) subject.
For Foreigners:
All of the above and;
skills in critical thinking according to St. Thomas
Aquinas in the three areas of mental cognition:
simple apprehension, judgment, and reasoning; and
of common fallacies towards the acquisition of the art
MAJOR SUBJECTS : 15 UNITS
ADV 701 - Advertising and Promotion Management
(Use the Integrated Marketing Communications
o TOEFL English Proficiency and Student Visa of argumentation. Approach)
To provide students opportunities to serve Requirements. An applied overview of each of the Advertising
the larger community through extension GS 501 - Research Methodology process –such as copy, media, research as it is
work and community service.
a s The student is introduced to research concepts
relevant to advertising. Discussions center on how to
prepare a thesis emphasizing choice of title,
applied to advertising campaigns. Topical discussions
cover Advertising and Mass Communication;
Advertising Creative Strategy and Marketing
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Decisions; Advertising Budget; Advertising Investment
and Payout Planning; Advertising Media and
Measurements and Collation of data; Sampling and
Randomness; Interviews and interview schedules;
SUSAN F. BALDIA, Ph.D
Supervising Scientist, Science Laboratories
University of Santo Tomas
Marketing Decisions; Functions of Advertising Scaling and related techniques; Indirect and
GRADUATE SCHOOL
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Research; Evaluation of Advertising Efforts; Sales unobtrusive measures; Content Analysis; Analysis and ROMUALDO DEL ROSARIO, Ph.D.
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Promotions Program; Organization for Advertising Interpretation of data. The course is preparatory to Supervising Scientist, UST Botanical Gard
Garden
Management. te rp sd atrl tei
h po oe m s ashs. e ’ s
ADV 702 - Creative Planning & Strategy ADV 706 - Special Topics
PROFESSORIAL STAFF
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Management In coordination with a senior advertising JOSÉ ANTONIO E. AUREADA, O.P., S.Th.D.
Creativity founded on research: product, practitioner and resultant of Research Methods in CORAZON R. ARBOLEDA, M.Ed.
consumer and the market place. The creative process A vrs gadC mm n ai sam s rl tei
deti n o u i t n, at as hs
in c o e ’ s EMILYN CABANDA, Ph.D.
will be stressed and traced. Gradually, developing is the Ultimate object of this subject. RODOLFO T. DE LARA, Ph.D.
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into the formulation of strategies based on CORNELIO DELA CRUZ, Ph.D.
objectives. Various concepts will be tried out and COGNATE SUBJECTS: 3 UNITS RODOLFO IBAÑEZ, Ph.D.
pre-tested. Application of same concepts in the ADV 707 - Electronic Advertising RAMON OSORIO, MBA
various media, such as print, radio, television,
outdoor, and other out-of-home media. Very
practical and applied approach to copy-writing for
advertising.
ADV 708 - Advocacy Advertising
ADV 709 - Advertising Agency Business &
Management
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MARY CHRISTIE QUE, M.S.
SCHOOL CALENDAR
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OTHER REQUIREMENTS
ADV 703 - Advertising Production (Print, Broadcast,
Outdoor)
Written Comprehensive Examinations (WCE)
TW I - 3 units (Thesis Proposal)
The University of Santo Tomas follows an
Academic Year Calendar of two (2) semesters GRADUATE PROGRAM
A detailed and technical exposure and
application to major media production. For print,
coverage inclusive of final mechanicals, photography,
printing processes, photoengraving and settings,
TW II - 3 units (Research Colloquium)
TW III - 3 units (Thesis Defense)
Total = 42 Units
er and a summer term.
Summer Term: April
April-May
AY 2006 – 2011
AY
specialized printing. Radio-TV production progresses
from concept to script and story boards. Tools such
as tapes and discs, slides, films, and videotapes. b For further information, please call,
Tele-Fax: (632) 740
Fax:
1611
740-9732 or
Tel. No. (632) 786-1611 loc 8247; 731
731-5396
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Critical areas, production stages up to the finished UST GRADUATE SCHOOL ADMINISTRATION OFFICIALS Web-http://graduateschool.u
school.ust.edu.ph/
products. More of laboratory work than lectures. AND FACULTY SET-UP E-mail: odgs@mnl.ust.edu.ph
mail:
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or write to:
ADVERTISING
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ADV 704 - Media Planning and Strategies The Dean/Faculty Secretary
An all-encompassing looks into media planning LILIAN J. SISON, Ph.D. UST Graduate School
Master of Science major in Advertising
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and evaluation. Line up to topics includes: Pre- Dean España, Manila, Philippines 1008
requisites to Media Planning; Selecting Candidate
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Media Options; Explicit/Relevant Constraints; Media JOSÉ ANTONIO E. AUREADA, O.P., S.Th.D.
Concepts; Audience Accumulation; Audience Regent
Segmentation; Qualitative/Quantitative Media
Factors; Inter-Media Adjustments; Media Research
and Sources of Audience Information; Media
Selection; Media Trends.
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MARY CAROLINE N. CASTAÑO, Ph.D.
Faculty Secretary
CARLOS P. GARCIA, Ph.D.
ADV 705 - Advertising Research
A look back into research methods and their
application in Advertising and Communications. To
o Director for Graduate Research
ENGR. DELFIN R. JACOB, PIE MS
be covered are: Functions of Science and the
a
Conceptualization; Investigation of Relationships;s
Scientific Method; Developing the Research Problem;
Director, Center for Continuing
Professional Education & Development
España, Manila
