Ateneo

de Manila University
Loyola Schools, Department of Communication

COURSE SYLLABUS

COM 163.6 SPECIAL TOPICS IN ADVERTISING: THE ADVERTISING INDUSTRY
(3 units)

Period: Sem II SY 2017-18, Fri 9:00 to 12:00 CSR
Faculty: Mrs. Nanette Franco-Diyco

Course Description
This is the advertising course that dramatically brings the whole gamut of
advertising services and their innards with the greatest possible realism into the
classroom. Renowned practitioners in the ad industry will personally expound on
their expertise while recounting the details of their climb to the top. They will share
what they themselves consider their greatest mistakes to avoid in their particular
kingdoms – and more importantly, what they consider their priceless learnings that
have catapulted them to coveted positions. A workshop may conclude the 3-hour
session or a more popular no holes barred Q&A. This course is a must for those who
have practically pegged advertising and communications as their future career.

Learning Outcomes
By the end of the course, your interest in the advertising and communication fields
will have greater focus. You will be able to determine whether your skills may be
more likely to be effectively honed in account management or strategic planning or
go all out and be wildly creative in digital or traditional media or in other non-trads
that continue to explode. You might start considering the wider scope of production
in production houses in our country or aim straight out into the Asian region,
ultimately reaching out to Madison Avenue. At the very least, you would have the
chance of beginning what is vital to your profession – networking with the
companies managed by these ultra-select speakers.

Course Outline and Time Frame
We have 12 Fridays after our first session on over-all orientation on expectations
involving individual and agency group performance. We will schedule 12 speakers
to be preceded by a one-hour session for announced quizzes and video
presentations regarding the particular week’s industry / company.

The following topdogs of the advertising industry are this year’s speakers:

1. Angel Antonio, President and CEO, ASPAC Dentsu

2. Eileen Araneta, Freelance Consultant for Brand and Communications
Strategy Development

 3. Greg Martin III, Executive Creative Director of Ace Saatchi & Saatchi

4. Aurora Alipao, Nestle Head, Corporate Communications & Consumer Services

5. Joseph Jonathan G. Custodio, Associate Director for Oral Care, Colgate
Palmolive

6. Joel Limchoc, Director, Film Pabrika

7. Ma. Cristina Tolentino, VP, Head of Creative Media Solutions, Media 5
Marketing Corporation

8. Elijah Justin Segovia, Digital LBI, Singapore

9. Robert Labayen, ABS-CBN, Creative Communications Director

10. Raul M. Castro, Chairman and CCO, McCann Worldgroup Philippines

11. Tony Hertz, Chairman and President of Hertz Radio, Author of The 7 Secrets
of Creative Radio Advertising

12. Tina Munson Palma, ABS-CBN Public Affairs Head


References
Up and Running: Integrating Information Technology and the Organization by
Richard E. Walton, Harvard Business School
Guerrilla Marketing Goes Green : Winning Strategies to Improve Your Profits and
Your Planet by Jay Conrad Levinson and Shel Horowitz
How to Make It As An Advertising Creative by Simon Veksner
Advertising & IMC by Tom Duncan
E-Marketing by Judy Strauss and Raymond Frost
Crafting and Executing Strategy by Arthur A. Thompson Jr.

Course Requirements
1. Program hosting, management, and presentation – 20%
2. Weekly group reflection & research paper (minimum of 4 pp, single-spaced,
Times Roman, 12; 1-inch margin all around) – 40%
3. Individual quizzes & group workshops – 40%
4. Letter Grades

A ≥ 92 83 > C+ ≥ 79
92 > B+ ≥ 87 79 > C ≥ 76
87 > B ≥ 83 76 > D ≥ 70


 5. Classroom Policies
No make-up tests or workshop presentations are given. An individual gets
an automatic 0% for missing a quiz or group workshop presentation.

6. Classes begin promptly as scheduled: Section A, 9:00 to 12:00, Fridays.

7. Consultation Hours
Strictly by appointment

***************************************************************************