Course Descriptions & Syllabi

Course Descriptions & Syllabi

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Note: some or all of the courses in the subjects marked as "Transfer" can be used towards a transfer degree: Associate of Science and Arts or Associate of Engineering Science at DACC. Transferability for specific institutions and majors varies. Consult a counselor for this information.

Areas of Study | | BMGT213 syllabus

COURSE TITLE:Principles of Advertising
DELIVERY MODE:Online, In-person, Hybrid

The course is designed to introduce students to the field of advertising and promotion. Emphasis is placed on the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. Students will develop insight into the various professional clusters of advertising professionals: advertisers/clients, advertising agencies, advertising media, and advertising service suppliers. Students will study how these groups are interdependent, vital pieces of the commercial marketing process. The development and evaluation of an integrated marketing communication plan requires an understanding of the overall marketing process, organizational elements of advertising, customer behavior, planning, implementation, and plan measurement. Throughout the course, students will be given opportunity to study, develop, and analyze various IMC plans and strategies.


Upon completion of this course, students will be able to:
  • Describe the role of advertising and promotion in an organization’s integrated marketing program
  • Identify the marketing-mix decisions that influence advertising and promotion
  • Examine approaches used to develop the major selling ideas and foundational elements of an advertising campaign
  • Identify the role of creative strategy within the planning and promotion, implementation, and evaluation stages
  • Demonstrate how to select, compensate, and evaluate advertising agencies
  • Compare the advantages and disadvantages of public relations, publicity, corporate advertising, and international advertising
  • Analyze receivers’ responses to marketing communications and their implications for promotional planning and strategy
  • Explain the role and function of state, federal and other regulatory bodies

  1. The Role of IMC in the Marketing Process
  2. Organizing for Advertising and Promotion
  3. Perspectives on Consumer Behavior
  4. The Communication Process
  5. Source, Message, and Channel Factors
  6. Establishing Objectives and Budgeting
  7. Planning and Development the Promotional Plan
  8. Implementation and Evaluation
  9. Media Planning and Strategy
  10. Evaluation of Television and Radio
  11. Evaluation of Magazines and Newspapers
  12. Support Media
  13. Direct Marketing
  14. Digital and Social Media
  15. Sales Promotion
  16. Public Relations, Publicity and Corporate Advertising
  17. Measuring the Effectiveness of the Promotional Program
  18. International Advertising and Promotion
  19. Regulation of Advertising and Promotion
  20. Evaluating the Social/Ethical Aspects of Advertising


Textbook is IncludEd; no additional purchase required

  • Advertising and Promotion: An Integrated MarketingCommunications Perspective, 12e
    Belch, Belch
    McGraw Hill
    ISBN 9781260259315


A weighted point system will be utilized to calculate course performance. Checkpoints, projects, case studies, assignments, and assessments will be assigned.

The following percentages will be used to determine grades:
A= 90 100%
B= 80 - 89%
C= 70 - 79%
D= 60 - 69%
F= 0 - 59%


Membership in the DACC community brings both rights and responsibility. As a student at DACC, you are expected to exhibit conduct compatible with the educational mission of the College. Academic dishonesty, including but not limited to, cheating and plagiarism, is not tolerated. A DACC student is also required to abide by the acceptable use policies of copyright and peer-to-peer file sharing. It is the student’s responsibility to become familiar with and adhere to the Student Code of Conduct as contained in the DACC Student Handbook. The Student Handbook is available in the Information Office in Vermilion Hall and online at:

Any student who feels s/he may need an accommodation based on the impact of a disability should contact the Testing & Academic Services Center at 217-443-8708 (TTY 217-443-8701) or stop by Cannon Hall Room 103. Please speak with your instructor privately to discuss your specific accommodation needs in this course.

Fall 2019

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