ADVERTISING AND CONSUMER BEHAVIOR
| Title | ΔΙΑΦΗΜΙΣΗ ΚΑΙ ΣΥΜΠΕΡΙΦΟΡΑ ΚΑΤΑΝΑΛΩΤΗ / ADVERTISING AND CONSUMER BEHAVIOR |
| Code | IM-217 |
| Interdepartmental Programme | Interdisciplinary PPS on Informatics and Management (2014-today) |
| Collaborating Schools | Informatics Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Spring |
| Coordinator | Christina Boutsouki |
| Common | No |
| Status | Active |
| Course ID | 40003482 |
| Academic Year | 2017 – 2018 |
| Class Period | Spring |
| Faculty Instructors |
|
| Instructors from Other Categories |
|
| Weekly Hours | 3 |
| Class ID | 600110038
|
Course Type 2016-2020
- Scientific Area
- Skills Development
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600110038
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=3868
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
Required Courses
- IM-106 MARKETING MANAGEMENT
General Prerequisites
An understanding of Strategic Marketing as well as Principles of Communication.
Learning Outcomes
Students will aquire knowledge and skills related to consumer behaviour analysis and the design of effective communication plans.
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Make decisions
- Work autonomously
- Work in teams
- Advance free, creative and causative thinking
Course Content (Syllabus)
The subject of consumer behavior and advertising combines two different, yet interrelated disciplines. Emphasis is placed on understanding consumers' decision making process, the different types of consumers and the associated approaches that need to be taken in communication, as well as consumers' perception, involvement and the learning process.
These are used as prerequisites in the development of a communication strategy. The specific elements of communication discussed involve the creative concept, the development of the unique selling proposition, the visual representation of ads. Moreover,emphasis is given on consumers cultural characteristics and their effects on advertising effectiveness, postmodern marketing and communication and integrated marketing communications.
Keywords
Consumer Behaviour, Communication, Advertising
Educational Material Types
- Notes
- Slide presentations
- Multimedia
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | 1.3 | ✓ | ||
| Reading Assigment | 96 | 3.2 | |||
| Project | 30 | 1 | |||
| Written assigments | 30 | 1 | |||
| Exams | 30 | 1 | |||
| Total | 225 | 7.5 |
Student Assessment
Description
Students are assessed through their participation in class, a research project and final exams.
Student Assessment methods
- Written Exam with Extended Answer Questions (Formative, Summative)
- Written Assignment (Formative, Summative)
- Performance / Staging (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
Ζώτος, Γ.Χ. (2008), Διαφήμιση: Σχεδιασμός, Ανάπτυξη, Αποτελεσματικότητα, 5η έκδοση, Θεσσαλονίκη: University Studio Press, (β) Γ.Χ. Ζώτος (2000), Διαφήμιση, Αναφορά στον Οικονομικό και Κοινωνικό της Ρόλο, Β’ Τόμος, Θεσσαλονίκη: University Studio Press.
Solomon, M. Συμπεριφορά Καταναλωτή, 11η Ε.(μετάφραση), Εκδόσεις Τζιόλα, Θεσσαλονίκη, 2015.
Additional bibliography for study
Συμπληρωματική Βιβλιογραφία
Belch, G.E. and M.A. Belch (2007), Advertising and Promotion: An Integrated Marketing Communications Perspectives, New York, N.Y.: McGraw Hill Co.
De Mooij, M., (2009), Global Marketing and Advertising: understanding cultural paradoxes, Sage Publications, Thousand Oaks, California.
De Pelsmacker, P., M. Geuens, J. and V. Bergh (2007), Marketing Communications, A European Perspective, Third Edition, Prentice Hall.
Phillips, M. and Rasberry, S. (2008) “Marketing without Advertising”, Sixth Edition, Nolo Press: Berkeley.
Sutherland, M. (2008): Advertising and the Mind of the Consumer. Allen & Unwin, 83 Alexander Street, Crows Nest, NSW 2065, Australia, Third Edition.
Tellis, G.J. (2004): Effective Advertising, Thousand Oaks Ca: Sage Publications
Μ. Χαιρετάκης (2010), ΜΜΕ, Διαφήμιση και Κατανάλωση, Θεσσαλονίκη: University Studio Press
Μπάλτας Γ. (2003), Συμπεριφορά Καταναλωτή, Αθήνα, Εκδόσεις Rosili.
Bearden, W. O., Netmeyer, R. G., & Mobley, M. F. (2010), Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Newbury Park, CA: Sage.
De Mooij, M., (2011), Consumer behavior and culture: Consequences for global marketing and advertising, Thousand Oaks California: Sage Publications.
Solomon, Michael R. (2006), Consumer Behavior, (2nd ed.), Boston, MA.: Allyn and Bacon.
Lindstrom, M. (2008), Buyology. Truth and lies about why we buy, New York: Doubleday.
Ενδεικτικές ιστοσελίδες:
Association for Consumer Research: http://www.acrwebsite.org/
Society for Consumer Psychology: http://www.journalofconsumerpsychology.com/
American Marketing Association: www.marketingpower.com
American Association of Advertising Agencies www.aaaa.org
American Academy of Advertising www.aaasite.org
Last Update
08-05-2018
