ADVERTISING AND CONSUMER BEHAVIOR
| Titolo | ΔΙΑΦΗΜΙΣΗ ΚΑΙ ΣΥΜΠΕΡΙΦΟΡΑ ΚΑΤΑΝΑΛΩΤΗ / ADVERTISING AND CONSUMER BEHAVIOR |
| Codice | IM-217 |
| Interdepartmental Programme | DIATMĪMATIKO PMS PLĪROFORIKĪS KAI DIOIKĪSĪS (2014) |
| Collaborating Schools | |
| Ciclo / Livello di Studi | 2. Post Laurea |
| Semestre di Insegnamento | Spring |
| Coordinator | Christina Boutsouki |
| Common | No |
| Stato | Attivo |
| Course ID | 40003482 |
| Anno Accademico | 2017 – 2018 |
| Semestre | Spring |
| Faculty Instructors |
|
| Instructors from Other Categories |
|
| Weekly Hours | 3 |
| Class ID | 600110038
|
Course Type 2016-2020
- Area Scientifica
- Sviluppo di Competenze
Organizzazione della Didattica
- In presenza
Materiali Online
- e-Study Guide https://qa.auth.gr/it/class/1/600110038
- eLearning (Moodel/Moodle): https://elearning.auth.gr/course/view.php?id=3868
Language of Instruction
- Greco (Insegnamento, Esame)
Prerequisites
Required Courses
- IM-106 MARKETING MANAGEMENT
Abilita’ Generali
- Applicazione pratica delle conoscenze acquisite
- Ricerca, analisi e raccolta dati e informazioni, con l’utilizzo di tecnologie adeguate
- Presa di decisione
- Lavoro autonomo
- Lavoro in gruppo
- Promuovere il pensiero indipendente, creativo e intuitivo
Tipologia di Materiale Didattico
- Libro
- Appunti
- Audio
- Esercizi interattivi
Use of Information and Communication Technologies
Use of ICT
- Uso delle TIC nell’ insegnamento
- Uso delle TIC nella comunicazione con gli studenti
- Uso delle TIC nella valutazione degli studenti
Organizzazione dell’Insegnamento
| Activities | Carico di Lavoro | ECTS | Individuale | Gruppo | Erasmus |
|---|---|---|---|---|---|
| Conferenze | 39 | 1.3 | ✓ | ||
| Studio e analisi bibliografica | 96 | 3.2 | |||
| Progetto (project) | 30 | 1 | |||
| Elaborazione tesina/tesine | 30 | 1 | |||
| Esame | 30 | 1 | |||
| Total | 225 | 7.5 |
Student Assessment
Student Assessment methods
- Prova scritta con rispote aperte (Formativa, Sommativa)
- Prova scritta con soluzione di problemi (Formativa, Sommativa)
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
