Course Information
FacultyEconomic and Political Sciences
Cycle / Level1st / Undergraduate
Teaching PeriodWinter
CoordinatorChristina Boutsouki
Course ID600000317

Programme of Study: UPS School of Economics (2013-today)

Registered students: 449
OrientationAttendance TypeSemesterYearECTS
OIKONOMIASSpecial Election746
DIOIKĪSĪ EPICΗEIRĪSEŌNCompulsory Course belonging to the selected specialization (Compulsory Specialization Course)746

Class Information
Academic Year2022 – 2023
Class PeriodWinter
Faculty Instructors
Weekly Hours4
Class ID
Course Type 2016-2020
  • Background
  • General Knowledge
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
  • Face to face
  • Distance learning
Language of Instruction
  • Greek (Instruction, Examination)
General Prerequisites
Basic understanding of marketingk principles
Learning Outcomes
The course introduces students to the Principles of Advertising and to basic knowledge of Advertising Management. The objectives of the course are to acquaint students with the principles of integrated marketing communications, the role of advertising agencies, media planning, creative strategies and advertising effectiveness.
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 autonomously
  • Work in teams
  • Design and manage projects
  • Be critical and self-critical
  • Advance free, creative and causative thinking
Course Content (Syllabus)
Marketing communications is one of the most exciting and stimulating areas in modern marketing. Its popularity as an area of study has grown consistently over the years. The course begins with the introduction to the concept of advertising, as an element of the promotional mix and examines advertising’s social and economic role. It continues by focusing to the planning process and analyzes the steps. It sets the advertising objectives and the target audience action objectives. It examines Hierarchy Models of Communication Effects. (DAGMAR, A.I.D.A R.P.Grid). Then it presents the methods of advertising budget allocation. The creative strategy process and execution (Layout, Art and Copy) are examined. It points-out the importance of a detailed “brief”.. Copy Development (content, U.S.P., differentiation, side-effects, Ad-Headlines, slogan, logo, radio and T.V. copy), images, color, visual imagery are discussed. Media planning, advertising effectiveness and the structure of an advertising agency are examined.
advertising, creative strategies, advertising plan, media planning
Educational Material Types
  • Slide presentations
  • Video lectures
  • Multimedia
  • Interactive excersises
  • Book
Use of Information and Communication Technologies
Use of ICT
  • Use of ICT in Course Teaching
  • Use of ICT in Laboratory Teaching
  • Use of ICT in Communication with Students
  • Use of ICT in Student Assessment
Course Organization
Reading Assigment602.1
Written assigments250.9
Student Assessment
Written exam and a provisional personal project.
Student Assessment methods
  • Written Exam with Multiple Choice Questions (Summative)
  • Written Exam with Short Answer Questions (Summative)
  • Written Exam with Extended Answer Questions (Formative, Summative)
  • Written Assignment (Formative)
  • Performance / Staging (Formative)
Course Bibliography (Eudoxus)
1.Διαφήμιση: Σχεδιασμός ανάπτυξη, Αποτελεσματικότητα, (2018), Γ. Ζώτος και συν., Εκδόσεις University Studio.
Additional bibliography for study
1.Διαφήμιση και Προώθηση, 10η Έκδοση, (2016), Belch G. - Belch M., ΕΚΔΟΣΕΙΣ Α. ΤΖΙΟΛΑ & ΥΙΟΙ Α.Ε. 2.Ουίλλιαμ Λαϊς κ.α. (2008), Διαφήμιση και Επικοινωνία, εκδόσεις Καστανιώτη. 3.Scott Purvis (2011), Which ad pulled best?, New York: McGraw-Hill Co. 4. Θ. Κουτούπη (1987), Η Διαφήμιση και τα Μυστικά της, Αθήνα: Εκδότης Γαλαίος 5. Rossiter, J.R., and S. Bellman (2005), Marketing Communications, French Forest N.S.W.: Pearson Education Australia. 6. Smith, P.R., and J. Taylor (2003), Marketing Communications: An Integrated Approach, London: Kogan Page Limited. 7. Tellis, G.J. (2004): Effective Advertising, Thousand Oaks Ca: Sage Publications 8. Wells, W., J. Burnett, and S. Moriarty (2003), Advertising Principles and Practice, Upper Saddle River, N.J.: Prentice Hall. 9. Μ. Χαιρετάκης (2008), Τρία Κείμενα για την Πολιτική Διαφήμιση, Θεσσαλονίκη: University Studio Press.
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