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School of Media Studies

Diploma in Media and Communication
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Other Subjects
1.	MCG101 Presentation Skills
2.	MCG102 Foundation In Media Studies
3.	MCP101 Principles of Public Relations
4.	MCJ101 Writing For Media
5.	MCG103 Business Communication
6.	MCG201 Introduction to Business
7.	MCA201 Principles of Advertising
8.	MCG202 Principles of Marketing
9.	MCG203 Script Writing
10.	MCG204 Mass Media & Society
11.	MCJ301 Print Journalism
12.	MCB301 Broadcasting (Radio, TV and Internet)
13.	MCP301 Public Relations Research And Evaluation
14.	MCG301 Multimedia
15.	MCA301 Media & Advertising
16.	MCP401 Public Relations Processes & Strategies
17.	MCJ401 Broadcast Journalism
18.	MCG401 Management
19.	MCB401 Elements of TV & Film Production Skills
20.	MCG402 Consumer Behaviour
21.	MCG501 Internship
22.	MPW1113/MPW1123 Bahasa Kebangsaan A/B
23.	MPW1133 Malaysian Studies
24.	MPW1143/MPW1153 Moral/Islamic Studies
25.	MCJ601 Multimedia Journalism
26.	MCG601 Fundamentals of Media Research
27.	MCG602 Organisational Behaviour
28.	MCG603 Media Law
29.	MCG604 New Communications Technology

Programs Offered
1.	Higher Group Diploma in Marketing, Advertising, Public Relations, and Selling and Sales Management
2.	Diploma in Media and Communication
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SUBJECT CODE	: MCA301
SUBJECT NAME	: MEDIA & ADVERTISING
SEMESTER	: 3
CREDIT HOURS	: 3
SCHOOL	: School of Media Studies
COURSE	: Diploma / Diploma in Media and Communication

Lecture Notes :

MCA 301 WeeK 1 & 2.pdf

MCA 301 WeeK 3.pdf

MCA 301 WeeK 4 & 5.pdf

MCA 301 WeeK 10 & 11.pdf

MCA 301 WeeK 12 & 13.pdf

MCA 301 WeeK 14.pdf

Past Exam Paper :

MCA 301 Media & Advertising - Feb 08.pdf

Syllabus :

MCA301SY76

OBJECTIVES
The objectives of the course are to enable students to : Demonstrate understanding of the components of effective advertising campaigns; learn advertising industry terminology; examine emerging advertising issues in old and new media, and global cross-cultural advertising challenges; explore career opportunities in international advertising and pathways to get there.

LEARNING OUTCOME
At the end of the course, the student will be able to: 1. Understand the advertising vocabulary and the role it plays in the marketing mix. 2. Understand the demographics; advertisement analysis; advertising media; financial data; ratings measurements. 3. Identify the broadcast advertising media: television and radio, ratings and revenue data. 4. Identify the print advertising media: magazines, newspapers, ratings and revenue data, online adaptations. 5. Understand other advertising media: outdoors, POP, direct mailing, specialty, and guerrilla. 6. Learn the new advertising online and wireless advertising. 7. Understand the international advertising, the cultural dimensions in message development. 8. Understand the transcultural advertising messages. 9. Identify the international advertising business. 10. Understand the employment opportunities in advertising. 11. Understand the importance of creativity in advertising. 12. Understand advertising regulatory and ethical issues. 13. Understand the future of advertising; trends and indicators.

SYNOPSIS

This course offers an overview of advertising trends and developments in the United States and around the world. Students will study current and emerging advertising outlets through extensive use of multi ﾖ media presentations and online resources.