1. Adopted February 07,2024
COURSE INFORMATION:
Course Code/Catalog No. Technical Writing/ TWT 112
The course revolves around fundamental principles in scientific and technical writing. It jumpstarts with the nature characteristics, attributes and properties of a technical account and zeroes in to the various material that fall under
technical literature The course prepares the student in writing various technical material such as proposals, reports, thesis, journalistic outputs and business letters.
Credit Unit: _____3____
Contact Hours: ____3_______
Pre-requisite: ____None_____
Intended for: _Business Administration___
Instructor/Professor: __Ms. Madel D. Guarin_
Major in: ___Marketing/Human Resource/ Financial Management________
E-mail Address /Contact No. __madelguarin@gmail.com
VISION
MVGFC shall be among the leading educational institution in
Nueva Ecija that is known for its accredited academic programs,
high ratings in nationally recognized examinations and high
employment rate of its graduates.
MISSION
In the pursuit of its Vision, MVGFCI shall assure quality and
relevance in its curriculum, instruction, extension, and student
services through continuous quality improvement.
MANUEL V. GALLEGO FOUNDATION COLLEGES, INC.
Cabanatuan City, Philippines
(www.mvgfc.edu.ph)
2. Adopted February 07,2024
PROGRAM OUTCOMES (PO)/PERFORMANCE INDICATORS (PI)
On completion of the degree program, the student is expected to be able to do the following:
PROGRAM OUTCOMES PERFORMANCE INDICATORS
1. Analyze the business environment for strategic direction. Prepare market needs analysis
2. Prepare operational plans. Prepare product/service specification plan
3. Innovate business ideas based on emerging industry.
Formulate compensation and incentive policies
Formulate supplier support policies
4. Manage a strategic business unit for economic sustainability Prepare environment impact and mitigation plan
5. Conduct business research Prepare a feasibility study or research
RELATIONSHIP BETWEEN CO AND PO
After completion of the course, the student should be able to:
CO Code COURSE OUTCOMES PO1 PO2 PO3 PO4 PO5
CO1 Evaluate the environmental factors which influence consumer and
organizational decision-making process.
D P P P P
CO2 Examine the importance of market segmentation, position and action
objectives to the development of an advertising and promotion program.
D D P P P
CO3 Identify and explain the steps in the advertising planning and
implementation process.
D D D P P
CO4 Analyze the advantages and disadvantages of different forms of advertising
media as well as their use.
D D P P P
CO5 Prepare a communicative multimedia advertisement successfully
showcasing the promotional message, product features and its competitive
advantage using a specific creative format
D D D P P
CO6 Assess strategic uses of sales promotions through dissection and
comparison analysis.
D D P P P
LEGEND: I – Introduce; P – Practice; D – Demonstrate
3. Adopted February 07,2024
INTENDED LEARNING OUTCOMES
KNOWLEDGE:
TOPIC 1
1. Explain how advertising has changed to meet the needs of changing times
2. Distinguish between types of consumer purchases with the corresponding level of consumer involvement in buying decisions.
3. Describe environmental, social, political and consumer influences on advertising.
4. Identify the five-step consumer decision-making process.
5. Differentiate the participants in the advertising industry.
TOPIC 2
1. Explain the functions of marketing.
2. Identify the steps for selecting target markets.
3. Relate the different level of intensities of advertising and promotions in new product development and the product life cycle.
4. Recognize various distribution channel options.
5. Distinguish factors that can influence supply chain decisions.
6. Identify the steps in developing the promotional plan.
7. Discuss the advantages and disadvantages of advertising.
TOPIC 3
1. Formulate criteria for advertising media selection.
2. Differentiate the various types of internet advertising.
3. Explain the factors that businesses should consider when using internet advertising.
4. Identify alternative forms of advertising media outlets.
5. Describe the latest advertising media trends.
4. Adopted February 07,2024
TOPIC 4
1. Explain common desired results in an advertising campaign.
2. Discuss the importance marketing research of process in creating and advertisement.
3. Identify consumer sales promotions presentations and strategies.
4. Develop strategies for controlled customer satisfaction and patronage.
TOPIC 5
1. Explain the importance of the different components of the communication process.
2. Identify the different purposes of advertising and promotional communication.
3. Categorize the types of communication used by businesses.
4. Utilize the four Cs of communication to create an effective advertising message.
5. Create steps on how to create effective advertising messages.
TOPIC 6
1. Enumerate and explain the steps in creating an advertising plan.
2. Recognize the various types of analyses that should be performed when creating an advertising plan.
3. Identify different advertising creative formats.
4. Explain the impact of the processes involved in the copywriting, art, and production stages of advertising.
5. Correctly use various methods to evaluate advertising effectiveness.
6. Explain how direct marketing is used to reach consumers.
TOPIC 7
1. Determine economic factors that affect advertising.
2. Examine strategies used for setting the advertising budget.
3. Identify financial reports a business can use for planning and operating the company.
4. Explain how advertising spending generates brand awareness.
5. Adopted February 07,2024
TOPIC 8
1. Determine the need for government regulation of advertising.
2. Explain the role of the Federal Trade Commission in controlling advertisements.
3. Discuss how consumers can regulate business practices.
4. Identify the ethical aspects in advertising.
5. Explain how the FTC assures truth in advertising.
SKILLS:
TOPIC 1
1. Proficiency in identifying level of involvement of consumers in buying decisions.
2. Ability to use environmental scanning for advertising purposes.
TOPIC 2
1. Target Marketing
2. Utilization of distribution channel evaluation.
3. Creation of promotional plans.
TOPIC 3
1. Proficiency in advertising media selection.
2. Trend scanning in terms of advertising.
TOPIC 4
1. Advertising campaign strategy formulation and planning.
TOPIC 5
6. Adopted February 07,2024
1. Deliver effective communication.
2. Create effective advertising messages.
TOPIC 6
1. Creation of advertising plan.
2. Use different advertising creative formats.
3. Evaluation of advertising effectiveness.
4. Utilize direct marketing to enhance promotions.
TOPIC 8
1. Integrate ethical aspects in creation of advertisements and promotions.
ATTITUDES:
TOPIC 1
1. Respect for different levels of consumer involvement.
TOPIC 2
1. Flexibility in changing product life cycle changes.
TOPIC 3
1. Being observant towards changing market trends.
2. Skepticism towards using internet advertising.
TOPIC 4
1. To be accommodating for customer demands to deliver satisfaction and patronage.
7. Adopted February 07,2024
2. Being analytical in terms of advertising and promotional service to offer.
TOPIC 5
1. Being able to balance aggressiveness and assertiveness in communicating company objectives.
TOPIC 8
1. Ethicality in advertising and promotion decisions.
THE LEARNING PLAN
In order to achieve the outcomes of this course, the learners will go through this learning plan:
CO TOPIC TEACHING/
LEARNING
ACTIVITIES
LEARNING
RESOURCES
ASSESSMENT
TASKS/TOOLS
TIME FRAME
CO1
1. Introduction to Advertising
1. History of Advertising
2. Influences on Advertising
3. The Advertising Industry
4. Advertising and Consumer Behavior
5. Advertising and the Basics of Marketing
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations
PRELIMS
CO1/CO2
2. The Marketing Mix
1. The Target Market
2. Product and Price Planning
a. Product Development Cycle
b. Product Life Cycle
c. Price Planning
3. Distribution Planning
a. Channel of Distribution
b. Supply Chain Management
c. Distribution Logistics
d. Evolution of the Online Market
4. Promotion Planning
a. Promotion
b. Advertising and Public Relations
c. Personal Selling and Sales Promotion
d. Other Types of Promotion
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations
PRELIMS
8. Adopted February 07,2024
CO4
3. Advertising Media
1. Traditional Advertising Media
2. Media Selection Criteria
3. The Internet and Advertising
4. Online Advertising Considerations
5. Alternative Forms of Advertising Media
6. Latest Advertising Media Trends
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations SECOND
PRELIMS
CO3/CO4
4. Effective Advertising and Sales Promotion
1. Developing an Effective Advertising Campaign
2. Elements of Creativity in Advertising
3. Marketing Research for Advertising
4. Trade Sales Promotions
5. Developing an Effective Sales Promotion
Strategy
Lecture
Class
Discussion
Collaborative
Learning
Immersion
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations SECOND
PRELIMS
CO4/CO5
5. Communicating Effective Advertising and Promotional
Messages
1. Role of Communication
2. Types of Communication
3. The Communication Process
4. Purpose of Advertising and Promotional
Communication
5. Effective Advertising and Promotional Messages
6. The Four Cs of Communication
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations
MIDTERM
CO3/ CO4/CO5/CO6
6. Management of Effective Advertising
1. The Advertising Plan
2. Advertising in a Multicultural Market
3. SWOT Analysis
4. Advertising Plan Analyses
5. Creation of the Advertisement
6. Creative Formats
7. Determination of Copywriting, Art and
Production Strategies
8. Analysis and Evaluation of Advertising
Messages
9. Consumer – Oriented Sales Promotions
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations
MIDTERM
CO6
7. The Economics of Advertising
1. Advertising in a Slow Economy
Lecture Books
Handouts
Essay
Quizzes FINALS
9. Adopted February 07,2024
2. The Economic Environment
3. Advertising Stimulates the Economy
4. Financial Planning for Advertising
5. Factors Affecting the Advertising Budget
Class
Discussion
Collaborative
Learning
Powerpoint
Presentation
Seatwork
Oral Examinations
CO1/CO4
8. Legal and Ethical Issues Affecting Advertising
1. Government Regulations
2. Other Government Regulatory Agencies
3. Self-Regulation
4. Advertising Industry Accountability
5. Ethics in Advertising
6. Truth in Advertising
Lecture
Class
Discussion
Collaborative
Learning
Books
Handouts
Powerpoint
Presentation
Essay
Quizzes
Seatwork
Oral Examinations
FINALS
MAJOR COURSE OUTPUTS (MCO)
As evidence of attaining the course outcomes, students are required to do and submit the following:
MCO CODE REQUIRED OUTPUT PERFORMANCE TARGET CO SATISFIED DUE DATE
MCO1 Advertising Plan 100% (70% at least with a score
of 3 or higher in rubrics)
CO1/ CO2/ CO3/ CO4/CO5/CO6 during final examinations week.
MCO2 Multimedia
Advertisement
100% (70% at least with a score
of 3 or higher in rubrics)
CO1/ CO2/ CO3/ CO4/CO5/CO6 during final examinations week.
ASSESSMENT TOOLS/RUBRICS
Essays
% 3-At Standard 4- Exceeds Standard 2 - Approaching Standard 1-Below Standard
Content, Coherence and
Rationality
50%
Knowledge of the subject;
Adequate range of analysis and
synthesis;
Appropriate thematic development
and use of examples relevant to the
topic.
Interpretation shows originality.
Knowledgeable; substantive, thorough
development of the essay, including
appropriate examples; literary devices
noted and analyzed;
Good use of comparison and contrast,
critical inquiry and interpretation.
Follows logically from the analysis
presented, logical and cohesive
sequencing both between and within
paragraphs.
Some knowledge of the subject;
adequate range of analysis and
synthesis;
Limited thematic development
and use of examples;
Mostly relevant to the topic, but
lacks detail in critical
interpretation of the material;
Interpretation shows some
originality.
Limited knowledge of the subject;
minimal substance, analysis and
synthesis;
Poor thematic development, use
of examples and critical
interpretation of the material;
Inadequate use of quotations.
Interpretation is predictable
and/or unfocused.
10. Adopted February 07,2024
Organization and Format 30%
Main ideas clear and organized or
connected;
Title pertinent to the essay;
Sequencing logical and complete.
Clear statement of ideas; clear
organization (beginning, middle, and
end) and smooth transitions;
Introduction leads reader into topic;
conclusion effectively summarizes
main findings;
Main ideas clear but loosely
organized or connected;
Title pertinent to the essay;
Sequencing logical but
incomplete;
Bibliographical material and
formatting adequate.
Ideas are not well connected;
Title too general;
Poor organization and transitions;
Lacks logical sequencing and
development;
Formatting inadequate.
Grammar, Vocabulary and
Fluency
20%
Adequate fluency;
Simple constructions used
effectively;
Minimal problems in use of
complex constructions; no
grammar and spelling errors.
Fluent expression; accurate use of
relatively complex structures;
Complex range of vocabulary;
accurate word/idiom choice; mastery
of word forms and expressions;
appropriate level of usage.
Tolerable fluency;
some problems in use of
complex constructions;
Some grammar and spelling
errors.
Low fluency;
Significant mistakes in the use of
complex constructions;
Frequent grammar and spelling
errors, lack of accuracy interferes
with meaning.
Case Analysis % 3 – At Standard 4 – Exceeds Standard 2 – Approaching Standard 1 – Below Standard
Existing knowledge, research,
and/ or views
30%
Presents in depth information from
relevant sources representing various
points of view/approaches.
Synthesizes in depth information from relevant
sources representing various points of
view/approaches.
Presents information from relevant
sources representing limited points of
view/approaches.
Presents information from irrelevant
sources representing limited points of
view/approaches.
Analysis 40%
Organizes evidence to reveal important
patterns, differences, or similarities
related to focus.
Organizes and synthesizes evidence to reveal
insightful patterns, differences, or
similarities related to focus.
Organizes evidence but the
organization
is not effective in revealing important
patterns, differences or similarities.
Lists evidence but it is not organized
and/or is unrelated to focus.
Conclusions 20%
States a conclusion focused solely on the
inquiry findings. The conclusion arises
specifically from and responds
specifically to the inquiry findings.
States a conclusion that is a logical
extrapolation from the inquiry findings.
States a general conclusion that,
because it is so general,
also applies beyond the scope
of the inquiry findings.
States an ambiguous, illogical or
unsupportable conclusion from inquiry
findings.
Limitations and implications 10%
Discusses relevant and supported
limitations and implications
Insightfully discusses in detail relevant
and supported limitations and
implications
Presents relevant and supported
limitations and implications
Presents limitations and implications,
but they are possibly irrelevant and
unsupported
Advertising Plan
(N/A)
% 3 – At Standard 4 – Exceeds Standard 2 – Approaching Standard 1 – Below Standard
Ads
15%
The ads showed that you applied the
principles of design but the overall
concept may not be fully developed.
Corrections needed in either design or
media vehicles used The big idea is
represented.
The ads showed creativity and an
awareness of the principles of design . The
overall concept is clearly expressed
through all ads.
The ads show lack of planning and little
evidence that an overall composition
was planned. The point is represented
but with design errors or lack of
consistency of design
The ads show little evidence of
understanding of the elements and
principles of design; no evidence of
planning or effort.
11. Adopted February 07,2024
Research/Background
20%
The paper shows an understanding of
the client, but little background or
previous examples of ads are given
The paper shows a clear understanding of
the client and their past advertising
history. with examples described. Goals of
the campaign are clearly expressed.
The paper has little background on the
client or their advertising history.
The background history on the client is
incomplete.
Creative Brief
20%
The comprehensive is done well, but
one or two key pieces are missing. The
model is thought out but may not
completely express the product.
The creative brief is specific. It defines
target audience, tone, key message and all
principle elements of the campaign
objectives
Comprehensive is not completely
thought through. Some parts are not
neat and/or orderly. Does not
represent full talents of all group
members.
Does not represent full talent. Is
incomplete and does not represent the
ideas of the project/item.
Attractiveness/Mechanic
s/Grammar 10%
The project is acceptably attractive in
terms of design, layout, and neatness.
The project is exceptionally attractive in
terms of design, layout, formats, neatness,
mechanics and grammar
The project is adequately prepared
with little attention in terms of design,
layout, neatness, grammar
The project is incomplete lacking one or
more components of the assignment
Rationale
15%
The project contains an adequate
explanation of the strategy
The project contains a persuasive, logical
explanation of the strategy behind the
campaign idea
The project contains a minimal
explanation of the strategy
The project does not address the logical
thought behind the campaign
Media Planning
20%
The campaign is composed of creative
concepts expressed in
media vehicles that might reach target.
Scheduling plan seems somewhat
incomplete or contains inconsistencies
The campaign is composed of original
creative designs using proper media
vehicles to reach target audience.
Scheduling plan and sequence is logical
The campaign seems
weak in the media vehicles chosen,
timing or placement
The campaign shows little evidence of
logical scheduling or does not mention
schedule at all.
GRADING SYSTEM
Advertisement % 3 – At Standard 4 – Exceeds Standard 2 – Approaching Standard 1 – Below Standard
Purpose 10%
The purpose of the commercial is clear
and effective.
The purpose of the commercial is clear
and highly effective.
The purpose of the commercial is present
and somewhat clear.
There is no purpose.
Support for Position 30%
Includes 3 or more pieces of evidence
(facts, statistics, examples, real-life
experiences) that persuade the
audience to the commercial’s point of
view.
Includes 3 or more pieces of evidence
(facts, statistics, examples, real-life
experiences) that are highly effective at
persuading the audience to the
commercial’s point of view.
Includes 2 pieces of evidence (facts,
statistics, examples, real-life experiences)
that persuade the audience to the
commercial’s point of view.
Includes 1 or fewer pieces of evidence
(facts, statistics, examples, real-life
experiences) that attempts to persuade
the audience to the commercial’s point of
view.
Audience 20%
Demonstrates a general understanding
of the potential audience and uses
vocabulary and arguments appropriate
for that audience.
Demonstrates a clear understanding of
the potential audience and uses
appropriate vocabulary and arguments.
Anticipates reader's questions and
provides thorough answers
appropriate for that audience.
Demonstrates some understanding of the
potential audience and uses arguments
appropriate for that audience.
It is not clear who the potential audience
is.
Creativity 40%
Commercial demonstrated a moderate
level of creativity. It was interesting.
The commercial almost made you want
to buy the product.
Commercial demonstrated a high level
of creativity. It was exciting and
interesting. The commercial made you
want to buy the product.
Commercial demonstrated some level of
creativity. It might have been interesting.
The commercial did not make you want to
buy the product.
Commercial demonstrated some level of
creativity. It might have been interesting.
The commercial did not make you want to
buy the product.
12. Adopted February 07,2024
Grades/performance of students will be evaluated as follows
Attendance …………………………………………………………………….....5% Pre-Prelim ………………………………..…. 15%
Case Study Analysis/Seatwork ……………………………………......20% Prelim ……………………………………….... 15%
Quizzes………………………………................................................ 30% Midterm ……………………………………... 30%
Term Exam/Advertisement ………………….……………….......... 40% Final……………………………………..……… 40%
Total ……………. 100%:
COURSE POLICIES AND STANDARDS
Learners are expected to dress in a professional manner thus they are restricted from wearing sleeveless shirts, mini-skirts or anything that reveals too much skin and may represent any form of informality, as for footwear
sandals, open shoes and slippers are prohibited.
Learners are expected be in the classroom on time but due to different circumstances they will be given a 15-minute allowance to be marked as present, learners who exceed the allowance will be marked absent but will be
allowed to enter the classroom to listen but will not be permitted to participate in assessment activities.
Learners are expected to comply with set course requirements and partake in assessment activities and exams thus failure to take the aforementioned will result as a failing grade for the said activity or exam; special exams
will only be given to those with valid reasons such as illnesses and fortuitous events.
The passing grade for the course is a final grade of 75% or 3.0.
Any form of cheating will result to an automatic “zero” for that activity and subject to punishment to be carried out by the course instructor and the college dean.
The use of gadgets are allowed but only for taking notes; using gadgets outside the permissible purpose will be punished by marking the offender absent for that day and writing an apology letter for misconduct.
REFERENCES:
Book References:
Advertising and Sales Promotion (2015)
Ken Kaser
Website References:
https://www.tintup.com/blog/history-evolution-advertising-marketing/
http://www.open.edu/openlearn/money-management/management/business-studies/brief-history-advertising
https://en.wikipedia.org/wiki/History_of_advertising
http://www.marketingteacher.com/marketing-mix/
http://www.investopedia.com/terms/m/marketing-mix.asp
https://www.entrepreneur.com/encyclopedia/online-advertising
http://www.smartinsights.com/internet-advertising/
https://instapage.com/blog/digital-advertising-trends
https://blog.bannerflow.com/advertising-trends-2017-look-whats-hot-new-year/
http://www.businessnewsdaily.com/4-creating-effective-business-marketing-plan.html
http://accountlearning.com/9-types-consumer-sales-promotion-tools/
https://www.knowthis.com/types-of-sales-promotion/trade-sales-promotions
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mix-for-a-particular-product-84/trade-vs-consumer-promotions-426-4129/
http://www.gb3group.com/promotional-communication-process.php
