Παρουσίαση/Προβολή

(9003) -  STAVROS KAPERONIS

Περιγραφή Μαθήματος

The course Advertising and Communication Management is an introductory course, which assists students to understand the rationale of Integrated Marketing Communications. It refers to the implementation of marketing theory during the steps of a communication approach. Within this concept it’s critically important for the students to understand the CB theory and be able to implement STP tactics so as to design or modify an IMC program.

Objectives of the course

• Understand the rationale and the elements of Integrated Marketing Communication (IMC)
• Explain how the rationale of marketing fits in an IMC approach
• Critically discuss the Consumer Behavior (CB) theory
• Learn how to develop Segmentation-Targeting-Positioning (STP) strategies
• Understand the elements of the communication mix
• Discuss the concept of branding

 

Teaching methods
Lectures, workshops

Assessment methods
Projects (team)

 

Recommended reading

• Advertising and promotion: An integrated marketing communications perspective (8th Ed.). By Belch, G. E., & Belch, M. A. (2009). New York, NY: McGraw-Hill Companies, Inc. (ISBN: 139780073381091
• Marketing Communications: Offline and Online Integration, Engagement and Analytics by PR Smith and Ze Zook (6th edition, 2015). Publisher: Kogan Page

Ημερομηνία δημιουργίας

Κυριακή, 2 Οκτωβρίου 2022