ADVERTISING AND MARKETING
| Title | ΕΠΙΚΟΙΝΩΝΙΑ ΚΑΙ ΜΑΡΚΕΤΙΝΓΚ / ADVERTISING AND MARKETING |
| Code | 10601-MBA-213 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Spring |
| Coordinator | Christina Boutsouki |
| Common | No |
| Status | Active |
| Course ID | 600016473 |
Programme of Study: PROGRAMMA METAPTYCΗIAKŌN SPOUDŌN "DIOIKĪSĪ EPICΗEIRĪSEŌN-MBA" (2018-sīmera)
Registered students: 27
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Elective Courses | 2 | 1 | 6 |
| Academic Year | 2022 – 2023 |
| Class Period | Spring |
| Faculty Instructors | |
| Weekly Hours | 3 |
| Class ID | 600227411
|
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/1/600227411
- At the Website of the School: http://www.lit.auth.gr/node/148
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=3867
- Other: http://www.lit.auth.gr/en/node/416
Erasmus
The course is also offered to exchange programme students.
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
Required Courses
- 10601-MBA-201 FINANCIAL STATEMENT ANALYSIS
General Prerequisites
Principles of Marketing.
Learning Outcomes
The aims of this module are separated in two levels:
1. concerning the writing and presentation of a paper:
(A) to familiarize students with the research tools of classical philology;
(B) to locate the secondary literature on the topic of their choice;
(C) to learn how to collect the sources for the composition of an academic paper in which they should incorporate the secondary literature chosen in the proper manner;
(D) to get practice on the presentation and support of their papers
2. concerning the approach of the text under examination:
(E) to use and apply knowledge and trends already gained from the core courses (textual literary work, understanding and primary interpretation, the generic parameters, the broader ideological, social and political contexts, etc.);
(F) to delve into issues of interpretation on the basis of current literary approaches (such as narratology, structuralism, post-structuralism, intra-textuality, inter-textuality, etc.);
(G) to familiarize themselves with the specialized research issues raised by every text and be informed of the research trends that have been established;
(H) ultimately to master in a relatively satisfactory way the ability to respond to the challenges and demands of a classicist’s work.
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
- Appreciate diversity and multiculturality
- Be critical and self-critical
- Advance free, creative and causative thinking
Course Content (Syllabus)
In this seminar the special focus (author, work, seminar topic) from Latin poetry serves as the starting point for a complex and specialized approach to various aspects of classical philology. Particular attention is paid to the interpretative approach to the text, both through close reading and by emphasis on the evolution of the specific genre, the evaluation of its place in Latin literature and its contribution to generic evolution.
For the Spring semester of the 2014-15 acad. year, the following seminars on Latin poetry are offered for selection:
Ovidius, Amores (Instr. Th. Antoniadis)
Seneca, Oedipus (Instr. S. Frangoulidis)
The course requires the energetic participation of the students, who are also required to write a seminar paper, which they present in class. At the end of the semester there may be an oral or written examination.
Educational Material Types
- Notes
- Slide presentations
- Multimedia
- Interactive excersises
- 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 | 70 | ✓ | |||
| Fieldwork | 20 | ✓ | |||
| Reading Assigment | 20 | ✓ | |||
| Project | 30 | ✓ | |||
| Written assigments | 20 | ✓ | ✓ | ||
| Exams | 20 | ✓ | |||
| Total | 180 |
Student Assessment
Student Assessment methods
- Written Exam with Extended Answer Questions (Formative, Summative)
- Written Assignment (Formative, Summative)
- Oral Exams (Formative, Summative)
- Performance / Staging (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
1. Διαφήμιση: Σχεδιασμός ανάπτυξη, Αποτελεσματικότητα, (2018), Γ. Ζώτος και συν., Εκδόσεις University Studio.
2. Ψηφιακό μάρκετινγκ: απο τη θεωρία στην πράξη, (2020), Μ. Βλαχοπούλου, Εκδόσεις Rosili.
3. Introduction to neuromarketing and consumer neuroscience, (2015), Th. Ramsoy, Neurons consultancy.
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.
Last Update
24-02-2023
