Course Information
FacultySocial and Economic Sciences
Cycle / Level2nd / Postgraduate
Teaching PeriodSpring
CoordinatorChristina Boutsouki
Course ID600001109

Class Information
Academic Year2017 – 2018
Class PeriodSpring
Faculty Instructors
Instructors from Other Categories
  • Leonidas Chatzithomas
Weekly Hours3
Class ID
Mode of Delivery
  • Face to face
Language of Instruction
  • Greek (Instruction, Examination)
Required Courses
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
  • Adapt to new situations
  • Make decisions
  • Work in teams
  • Design and manage projects
  • 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.
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
Student Assessment
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)
  • Written Exam with Problem Solving (Formative, Summative)
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
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