STRUCTURE & CONTENT
Undergraduate Program of Integrated Marketing Communication
Purpose of the Program:
The program’s overall objective is to help students acquire a set of knowledge and skills and practise innovative strategic thinking while at the same time developing practical know-how in the field of Integrated Marketing Communication that can be applied to local as well as to international businesses.
Integrated Marketing Communication is regarded as the leading way for companies to promote and add value to their customers’ experience. The Programme integrates the communication strategy and creativity into an applied communication approach while educating students in public and consumer research and establishing communication strategies based on the intended audience’s desires, needs, expectations, and perceptions.
“Advertising, Public Relations and Impression Communication” Direction Goals
The specialization of “Advertising, Public Relations and Impression Communication” focuses on developing a modern, integrated marketing communication strategy. This specialization seeks to: a) provide students with the necessary skill set for finding employment in Advertising, Marketing and Public Relations and assist them to develop appropriate professional and technical skills in the relevant positions. Graduates can work in companies and organizations such as Advertising Agencies, Marketing Department, Direct Marketing Companies, Public Relations and Mass Media (Radio, Television, Newspapers, Internet), b) provide graduates with all the essential skills to continue their scientific training in postgraduate programmes in Cyprus or abroad and to pursue a career in the academia.
For achieving the objectives of the Department, the program deliberately focused on: (a) providing competitive education which will assist graduates to pursue professional careers, (b) excellence in research in particular fields of Marketing and Advertising, (c) creating and maintaining a network with multiple organizations, research institutions and businesses.
The structure of “Advertising, Public Relations and Impression Communication” is designed to offer the knowledge of the principles of Advertising, Design and Selection of Mass Media, Advertising Campaign Development, understanding of marketing principles as applied to the offline, but also in the online environment and an introduction to the field of public relation. All students attend courses of Integrated Marketing Communication, Consumer Behavior and Research Methods (Quantitative and Qualitative Analysis) and Public Relations.
The “Advertising, Public Relations and Impression Communication” specialization seeks excellence in teaching and research while encouraging students’ critical thinking and fostering the responsibility of all participants to the educational process. Concluding, emphasis is placed on the constant effort to inspire students to develop high standards of work ethics.
“Perception Management and Political Communication” Direction Goals
The specialization of “Perception Management and Political Communication” is a point of convergence of different disciplines that study and address phenomena related to politics. The specialization has a twofold purpose: on the one hand to facilitate an integrated, in-depth but also intersectional examination and understanding of the field of political communication and perception management by combining theories and concepts from two distinct and fundamental scientific and research fields (Communication Studies and Political Sciences) and, on the other hand, to teach students to apply strategies and techniques of communication at the professional level.
The structure and the courses designed and incorporated in this specialization aim to implement an innovative program that will create expertise based on fundamental theoretical frameworks by incorporating new methods and practices.
Students who complete the “Perception Management and Political Communication” specialization can pursue a professional career as communication consultants in integrated communication businesses, specialized political marketing consultants to work in mass media companies in commercial and non-profit organizations, and continue their career in branded politics.
In details (detailed explanation):
22 Compulsory Courses that are the same for all specializations (22 x 5 = 110 ECTS)
The internship is compulsory (10 ECTS)
The thesis is optional. It is credited with 15 ECTS and can be replaced with 3 elective courses.
6 Language Courses (1 compulsory-Greek, 3 compulsory-English and 2 elective-Other languages) [Total 30 ECTS]
12 Compulsory Specialization Courses [Total 60 ECTS].
1 Elective course - Limited selection [Total 5 ECTS]
3 Elective courses – Free selection [Total 15 ECTS]
SEMESTER MODULES
ENTRANCE EXAMS (NATIONAL EXAMS - COURSES)
ENTRANCE EXAMS (NATIONAL EXAMS - COURSES)
TABLE 27
Module Descriptions:
CIS_101 Introduction to Social Sciences
Course Purpose and Objectives:
The course aims to familiarize students to sociological theory as part of social sciences and the fundamental approaches concerning both the macro- and micro-level of social theory.
Learning Outcomes:
1. Familiarization with the fundamental concepts and terminology of the Social Sciences
2. Understanding the basic theories of Social Sciences in a wide range of cognitive sub-fields
3. Familiarization with the basic approaches of Social Sciences on fundamental issues and social problems
4. Framing of Communication and Media Theories within the wider field of Social Sciences and understanding of their crucial role
Course Content:
Two are the main questions around which this course is organized: «what is society» and «what is the relationship between the individual and society». Through these questions students will become familiar with the main theoretical approaches and will discuss topics such as: social interaction, social stratification, power, social movements, and social organization (communism, capitalism, socialism, etc.), religion, social changes, media, technology, etc.
CIS_102 Communication Theory
Course Purpose and Objectives:
Familiarization with the foundations of Communication Theory. Introduction to the key models of Interpersonal and Mass Communication Theory.
Learning Outcomes:
Upon successful completion of the course, students are expected to:
1. having familiared themselves with fundamental concepts and terminology of Communication Studies
2. recognize and understand key communication models and the various approaches to the study of communication, as well as their objectives and application
3. apply this acquired theoretical knowledge and relate it to understanding everyday experiences and communication processes.
Course Content:
This course will provide students with a broad foundation in the study of communication. It will introduce students to fundamental concepts and principles of interpersonal communication and basic historical and normative dimensions of mass communication, such as the social role and the effects of the media, culture, and ethics. Special attention will be paid to the most significant models and theories of mass communication, from the early theoretical approaches to contemporary theories about media effects.
CIS_164 Στατιστική για Κοινωνικές Επιστήμες
Στόχος Μαθήματος:
Εισαγωγή σε βασικές έννοιες Πιθανοτήτων και Στατιστικής- Εξοικείωση με τη μεθοδολογία Ανάλυσης Δεδομένων χρησιμοποιώντας το πακέτο R (open source).
Μαθησιακά Αποτελέσματα
Με την ολοκλήρωση του μαθήματος οι φοιτητές πρέπει να είναι σε θέση να:
Κατανοούν το αντικείμενο της Στατιστικής και να ξεχωρίσουν τις βασικές έννοιες της Στατιστικής (πληθυσμός, δείγμα, παράμετρος, στατιστικό, απογραφή, Περιγραφική Στατιστική, Συμπερασματική Στατιστική)
Να εφαρμόζουν στην πράξη μεθόδους Περιγραφικής Στατιστικής για την ανάλυση και παρουσίαση δεδομένων ποσοτικής έρευνας
Να εφαρμόζουν στην πράξη μεθόδους Συμπερασματικής Στατιστικής για την ανάλυση και εξαγωγή συμπερασμάτων από δεδομένα ποσοτικής έρευνας
Να μπορούν να χρησιμοποιούν στην πράξη εργαλεία Στατιστικής όπως η γλώσσα R και το Excel
Περιεχόμενο Μαθήματος
Εισαγωγή στη Στατιστική – Βασικές Έννοιες -Εξοικείωση με την R
Δεδομένα, Πίνακες και Κατανομές Συχνότητας
Μετρήσεις Κεντρικής Τάσης & Διασποράς
Τυπικά πηλίκα (Ζ-scores) και κανονικοποίηση κατανομής
Πιθανότητες και Κανονική Κατανομή
Δειγματοληψία – Κεντρικό Οριακό Θεώρημα
Έλεγχος Υποθέσεων
Στατιστικός Έλεγχος Μέσης Τιμής – Μέσων Τιμών
Έλεγχος διαφοράς μέσων τιμών για δύο ανεξάρτητα δείγματα
Ανάλυση Διακύμανσης
Συσχέτιση μεταβλητών
Παλινδρόμηση
CIS_205 Introduction to the Information Society
Course Purpose and Objectives:
This course aims to clarify and critically approach the term "Information Society". Nowadays, the term "Information Society" (IS) is often discussed without being adequately explained or documented. The course offers a general introduction to the concept of IS and its main purpose is to familiarize students with the basic concepts related to IS, examining the changes in the structure of society in areas such as technological infrastructure, economy, social institutions, democratic expression, etc. Emphasis is placed on the potential contribution and practical applications of IS in various aspects of contemporary society.
Learning Outcomes:
By the end of the course, students are expected to be able to:
1. Reflect on key issues and debates of the Information Society
2. Explain how the advancements of information technology may serve as the backbone of the information society
3. Explain the impact of technological advancements on different societal sectors, societal practices, and interactions
4. Analyze statistical data and relate them to key Information Society topics
5. Collaborate effectively to research and present on the status of Information Society in specific contexts in Cyprus
6. Critically discuss the challenges, opportunities, and dilemmas that are introduced in the context of the Information Society.
Course Content:
1. Introduction to the Information Society
2. Basic Principles of the Information Society
3. The role of Information Technology in shaping the Information Society
4. Economy, Globalization, and the Information Society
5. E-commerce, the Internet, and the emergence of a new model of economic development
6. Democracy, social justice, and access to the Information Society
7. Social equality and digital divide
8. The impact of the Information Society on the modern state
9. E-government
10. Privacy, personal data, and challenges of the Information Society
11. Is Cyprus an Information Society?
IMC_101 Principles of Marketing and Communication
Course Purpose and Objectives:
The objective of the course is to introduce students to the basic principles of marketing and communication, examine their operation in today's economic reality, and explore their activities within the framework of a business or an organization.
Learning Outcomes:
At the end of the semester, students will be able to:
1. Define the new and updated Marketing perspectives
2. Understand the Strategic Marketing Plan
3. Understand Market segmentation
4. Define the four P's
5. Design a Marketing Plan
6. Evaluate the results of a Marketing Plan implementation
Course Content:
The course presents various approaches to marketing such as Service-Dominant Logic, Customer Dominant Logic and Service Logic, the components of the marketing mix and the information system. The basic concepts concerning consumer behaviour, market segmentation, communication, advertising and sales promotion are discussed. The content of the course is completed with the organization and implementation of a Marketing Plan.
IMC_106 Basic Principles of Advertising and Communication
Course Purpose and Objectives:
Why have the predictions of the 1980s that HIV/AIDS will reduce the world's population by 30% been disproved, but despite massive information and vaccination campaigns the spread of covid-19 does not seem to be halted? What makes thousands of people camp for days outside the electronics stores to get the new iPhone first but not the new Samsung? Why did a Benetton ad awarded in Europe and hailed by the United Nations spark violent protests in the US? These are some of the questions that concern the course Basic Principles of Advertising and Communication.
Presents
1. the basic principles of Advertising,
2. its contemporary forms (such as print, radio, television, public spaces, direct, internet, mobile, interactive, three-dimensional, guerrilla, immersive, etc.),
3. classical and innovative techniques of
strategic design,
targeting,
the development of creativity, and
Advertising administration.
Finally, the course cultivates a critical attitude towards
1. the political and cultural consequences of mass communication
2. the ethical dimensions of perception management, and
3. the aesthetic and social impact of advertising.
Learning Outcomes:
Upon completion of this course, you will be able to:
1. Understand the role of communication and advertising in running businesses and organizations.
2. Identify the basic approaches of managing the perceptions of the masses/consumers.
3. Design and implement effective mass communication strategies.
4. Understand the role that advertising and communication play in corporate strategy and in shaping the product and corporate image.
5. Understand the ethical aspects of corporate decisions about advertising, communication and branding.
Course Content:
Module 1: Mass Business Communication Theory
1. Definitions and key communication theories
2. The process and stages of communication
3. Strategic and regular objectives of business communication
4. Bulk Perception Management and Integrated Marketing Communication
5. Perception management methods
6. The place of advertising in the corporate communication mix
7. Social role of advertising
Module 2: Advertising management
1. Definition and contemporary reflections on the definition of advertising
2. Ad typology
3. Advertising media and techniques
4. Types and forms of advertising
5. Advertising campaigns and Integrated Marketing Communication
6. Effectiveness of advertising
7. Obstacles to the effectiveness of advertising
8. Ad operating frameworks
9. Ethical dimensions of advertising
Module 3:Applications
1. FMSCGs
2. Luxury goods
3. Celebrity endorsements
4. Digital advertising
5. B2B
6. Stereotypes and advertising
7. Promotion of products to children
8. Gray ad
9. Product placement
10. Propaganda
11. Political advertising
IMC_107 Branding for Products and Services
Course Purpose and Objectives:
The module sets the foundations on Branding and its core theories. An integral part of Marketing, branding is what differentiates a generic product from an emotional possession that serves as an extension of one’s character. Choice of clothing, car, purse brands and more are signals of exclusivity for consumers that use and wear them. The module bases its theoretical background on the benefits of brands for consumers and businesses simultaneously and how this cycle can be enhanced. It covers key concepts of branding strategy such product life-cycle, STP, Brand Portfolios while also examining the consumer side mentioning monetary and emotional risks that are alleviated through strong Brand choices and an evaluation of the decision making process ultimately answering key questions such as what drives Brand consumption and what makes Brands successful.
Learning Outcomes:
Through this module, students will gain a spherical understanding on:
1. The differences between Services and Products
2. The decision-making processes of consumers when it comes to choosing which brand they will consumer
3. Brand portfolios
4. The differences and importance of Branding in the contexts of B2C and B2B
5. Using branding for Individuals (Personality Branding)
6. Product lifecycle and strategic Branding
7. Segmentation Targeting and Positioning
8. Sustainable consumption and Sustainable Brands
Course Content:
1. Introduction to Branding – History of Branding
2. Consumption of Brands
3. Brand Portfolios
4. Branding Personalities
5. Branding Services
6. B2B Branding
7. Branding and Advertising
8. Sustainable Brands
9. Customer Data and Branding
10. Revision and Final Exam Preparation
IMC_108 Integrated Marketing Communication
Course Purpose and Objectives:
Integrated Marketing Communication (IMC) is an approach towards marketing communication that considers all its elements, such as public relations, social media, sales promotions, customer experience management or advertising, as a uniform system of building a brand. It utilises distinct media channels in an orchestrated way that delivers the ‘one vision, one voice’ organisational message. It allows public and private organizations and businesses to deliver an engaging and seamless consumer experience by optimising an organization’s image, reinforcing its positive reputation, and building sustainable relationships with stakeholders. The course introduces the principles and philosophy of IMC and familiarises participants with its tools.
Learning Outcomes:
Upon completion of this course, you will be able to:
1. Understand the role of IMC in running businesses and organizations.
2. Identify the tools of IMC, their role and limitations.
3. Combine the basic approaches of managing the perceptions of the masses / consumers with the principles and tools of IMC.
4. Design and implement effective IMC strategies.
5. Understand the basic techniques of IMC and how they contribute to the management of reputation and branding.
6. Identify and assess the social impact and ethical aspects of corporate decisions about IMC.
Course Content:
1. Definitions and key theories
2. The process and stages of Integrated Marketing Communication
3. The tools of Integrated Marketing Communication
4. IMC effectiveness
5. Ethical and social dimensions of IMC
IMC_109 Organisational Behaviour
Στόχος Μαθήματος:
Σκοπός του μαθήματος είναι να εισαγάγει τους φοιτητές στο ρόλο, τη σημασία και τις βασικές λειτουργίες των εσωτερικών εταιρικών επικοινωνιών. Το μάθημα επικεντρώνεται στον τρόπο με τον οποίο οι επιχειρήσεις χρησιμοποιούν την επικοινωνία αυτή στρατηγικά για να είναι αποτελεσματικές στις σχέσεις που έχουν με τις εσωτερικές ομάδες ενδιαφερόντων (stakeholders) όπως εργαζόμενοι, διευθυντές και επενδυτές.
Μαθησιακά Αποτελέσματα:
Με την ολοκλήρωση αυτού του μαθήματος, οι φοιτητές θα μπορούν να:
Κατανοήσουν το ρόλο της επικοινωνίας στη λειτουργία επιχειρήσεων και οργανισμών.
Αναγνωρίσουν τις βασικές έννοιες και προσεγγίσεις των εσωτερικών εταιρικών επικοινωνιών.
Σχεδιάσουν και να εφαρμόσουν αποτελεσματικές στρατηγικές και τεχνικές επικοινωνίας για τις εσωτερικές ομάδες ενδιαφερόντων.
Κατανοήσουν τον ρόλο που διαδραματίζει η εσωτερική εταιρική επικοινωνία στην εταιρική στρατηγική και στη διαμόρφωση της εταιρικής κουλτούρας, ταυτότητας, και εικόνας.
Κατανοήσουν τις ηθικές πτυχές των εταιρικών αποφάσεων σχετικά με τις σχέσεις που έχει η εταιρεία με τους εσωτερικές ομάδες ενδιαφερόντων.
Περιεχόμενο Μαθήματος:
Βασικές θεωρίες οργάνωσης και διοίκησης οργανισμών και επιχειρήσεων.
Ομάδες ενδιαφερόντων (stakeholders)
Θεωρία επικοινωνία
Ενσυναίσθηση και επικοινωνία
Eφαρμογές
IMC_201 Consumer Behavior
Course Purpose and Objectives:
The «Consumer Behavior» course aims at providing a thorough understanding of the actions (behaviors) taken by consumers in order to satisfy their needs and desires. The basic goal of the course is to enhance understanding of modern consumers on which marketing strategies and public policy can be based.
Learning Outcomes:
Upon successful completion of the course students are expected to fully:
1. understand the evolution of the marketing concept, what consumer behavior is, and the components of strategic marketing.
2. analyse the consumers process of buying
3. evaluate the fundamental functions of consumers perception, learning, and personal selection factors.
4. predict consumers attitude toward a brand and how to alter it.
5. understand the credibility and influence of reference groups.
6. understand the impact of self-image on consumer behavior.
7. understand consumers decision-making.
8. understand marketers’ social and ethical responsibilities.
Course Content:
1. What is Consumer Behavior
2. Internal influences on Consumer Behavior
3. Perception, Learning and Memory
4. Motivation and Affect
5. The Self: Mind, Gender, and Body
6. Personality, Lifestyles, and Values
7. Consumers in their Social and Cultural Settings
IMC_204 Online Advertising and Communication
Course Purpose and Objectives:
The course aims to examine online advertising on any type of platform, such as websites, search engine results pages and social media. Also, the aim is to present various methods and practices that can lead to successful online advertising.
Learning Outcomes:
At the end of the semester, students will be able to:
1. To define the environment of online advertising
2. To know and understand the typology of online advertising
3. Advertise in social media
4. Evaluate the benefits and disadvantages of Public Relations in the digital marketing context
Course Content:
The concepts that will be analyzed are the following: Online advertising, direct response advertising, brand advertising, pay per click (Pay Per Click), programmatic advertising, text-only ads, image-based ads, search advertising, advertising network, native advertising, mobile advertising and game advertising. Case studies and projects on advertising will lead to a deeper understanding of the subject.
IMC_206 Iconic Brands
Course Purpose and Objectives:
This module provides students with knowledge in relation to traditional branding theories including modern applications of branding strategies and a thorough analysis of how recent Iconic brands have come to be. The module takes into consideration and reflects on important contemporary issues including Value Co-creation, Customer Centric Approach, Marketing Services and does so by covering, linking and providing opportunities for practical application of frameworks and theories such as Customer Based Brand Equity, Servicescape, Service Blueprinting, Information Processing Model, Perceptual Mapping, Brand Portfolios and more. Each of these elements is observed through the lens of Brand Equity with the overall objective being to understand what drives brands to achieve iconic statuses.
Learning Outcomes:
By the end of the module students will be able to:
1. Understand the importance of Brand Equity and Brand Value.
2. Appreciate of the importance of Value co-creation for Iconic Brand development
3. Review and have strong understanding on the Customer Centric Αpproach as well Customer Dominant Logic.
4. Appreciate the importance of creative advertising for Branding development.
5. Reflect on the difference between products and services and the respective implication to Branding.
6. Understand branding services and gain the ability to apply frameworks such as Servicescape, Service Blueprinting and more,
7. Better promote themselves by applying Branding theory for their individual promotion (Brand called You).
8. Reflect on the strategic significance of Corporate Social responsibility.
Course Content:
1. Introduction to Iconic Brands – Application and Examples
2. Brand Equity and Brand Value
3. Brand Strategy
4. Iconic Branding for Services
5. Atmospherics and 5 Senses Marketing for Iconic Brands
6. Creative Advertisements for Iconic Brands
7. Ethical and Sustainable Iconic Brands
8. Value Co-creation
9. Customer data: Uses for iconic brand development and ethical issues
10. CSR and Branding
IMC_207 Business Ethics
Course Purpose and Objectives:
Albeit understanding right from wrong can in some cases be straightforward, in organizational settings profit maximization, pleasing shareholders and other set targets can challenge the ethicality and sustainability of pricing strategies, promotion types and overall employee treatments and management. The module here thoroughly examines important organizational aspects to identify feasible and sustainable marketing practices while covering core theories on ethics such as Ethics vs Morals, Modern Slavery, Moral Myopia, Moral muteness, Moral Imagination and more.
Learning Outcomes:
Students by the end of the module will have strong understanding on the following areas:
1. Marketing Mix and the use of the 7ps to identify ethical and sustainable practices for companies
2. Differences between Morals and Ethics
3. Characteristics of Modern Slavery and ways of avoidance
4. Business dilemmas such as need for customer data and ethical issues relating to customer privacy
5. Ways of Improving and enhancing the ethical practices of firms.
6. Identification and tackling of unethical business practices
7. Importance of Corporate Social Responsibility
Course Content:
1. Introduction to Business Ethics
2. Business Ethics and Sustainability through Product, Price, Place
3. Ethical and Sustainable Promotion– Advertising Industry (Promotion)
4. Modern Slavery and Sustainable working conditions for employees
5. Customer Centric Product and Service Designs
6. Consumer Empowerment and Sovereignty
7. Customer Privacy and Ethical Issues
8. Corporate Social Responsibility and Globalization
9. Sustainable and Ethical Consumption
IMC_210 Perception Management
Course Purpose and Objectives:
Perception management as its name suggests focuses on strategic communications by companies in an attempt to creative positive perceptions towards it in the minds of its customers, consumers and wider society. The module focuses on how companies can use perception management to handle crises in an attempt to minimize damages and avoid collateral effects. Body language, dressing codes, scripts and more are analyzed within the module including provisional tactics and strategies that are used to handle potential (organizational) “life-threatening” scandals and crises. The module progresses to also cover the impact of Media while also providing avenues on how perceptual management can be used to potentially instill sustainable behaviors.
Learning Outcomes:
Students by the end of the module will be able to:
1. Have good understanding on the history of Perception management
2. Understand psychological procedures of consumers
3. Identify behaviors that are linked to unfavorable perception towards a company including consumer resistance and activism
4. Understand how organizational crises are being identified and strategically addressed by companies to minimize immediate and projected reputational and financial damage.
5. Provisioning for crises and respective reputational management a priori.
6. The impact of Media as Perception Management Platforms
7. Perception Management on Sustainability issues and influence on sustainable behaviour
Course Content:
1. Introduction to Perception Management
2. Consumer Psychology and Information Processing Procedures
3. Perception management and the Media
4. Reputation Management
5. Crisis Management
6. Perception Management for Individuals – Personal Branding and Perception for Celebrities
7. Advertising and subliminal messaging – Perception Management through sexual imagery in advertisements
8. Analysis: A Practical application of the Cambridge Analytica and Facebook scandal and respective crisis management
9. Perception management for Instilling Sustainable Behaviors
IMC_301 Virtual and Augmented Reality in Communication
Course Purpose and Objectives:
The course aims to help students understand the role of emerging virtual and augmented reality applications in business communication with consumers.
Learning Outcomes:
At the end of the course, the student will be able to:
1. Understand both Virtual and Augmented Reality and concepts such as 360 ° Video, Mixed Reality and Hologram.
2. Understands the capabilities of Virtual and Augmented Reality applications
3. Explains how Virtual and Augmented Reality tools can be used in entertainment, advertising, public relations.
4. Recognizes the "tools" used to implement Virtual and Augmented Reality
5. Understands the relationship between VR/AR and storytelling
6. Takes into account the factors needed to create a virtual or augmented reality application
7. Understands that modern media in VR and AR applications "deceive the brain" to convince the user that he is somewhere else.
8. Acknowledges the practical and technical limitations of applications and the future of Virtual and Augmented Reality.
Course Content:
1. Introduction to Virtual Reality (VR) and Augmented Reality (AR). Historical background and present.
2. Basic concepts and definitions of VR, AR, Mixed Reality Video 360 °,
3. Hardware and software of VR & AR.
4. Application and use of VR & AR in Social Media and Advertising
5. The importance of empathy and experience provision
6. How emerging innovative technologies help businesses develop different ways of communicating with their customers or potential consumers.
7. Virtual and Augmented Reality, from storytelling to story living
8. When should businesses apply Virtual and/or Augmented Reality?
9. The future of Virtual and Augmented Reality.
IMC_322 Impression Marketing – Viral Campaigns
Course Purpose and Objectives:
The course aims for students to understand special communication practices and relatively new marketing strategies based on unusual and unconventional, often low-cost tactics to increase brand awareness and promote the product/service.
Learning Outcomes:
At the end of the semester, students will be able to:
1. Define Guerrilla marketing and its basic principles and understand its differences from traditional marketing.
2. To distinguish and interpret its various forms.
3. Recognize the importance of Guerrilla marketing in modern marketing.
4. Evaluate the benefits and disadvantages of the Guerrilla marketing application.
Course Content:
A complete program of special low-cost communication techniques - Guerilla marketing.
1. Basic concepts and historical background of low-cost communication techniques
2. Basic principles and goals of special low-cost communication techniques
3. Differences from traditional Marketing
4. A mix of Marketing and promotion of special low-cost techniques
5. Basic categories of special low-cost communication techniques definitions and examples (Viral Marketing, Ambush Marketing, Stealth Marketing, Buzz Marketing, Ambient Marketing, Ambush Marketing, Grassroot Marketing, Astroturf Marketing, Street Marketing)
6. Strategy for the application of special low-cost communication techniques
7. Advantages and disadvantages of applying special low-cost communication techniques
IMC_327 Event and Leisure Management
Course Purpose and Objectives:
The Event and Leisure industry has developed rapidly due to advances in Information and Communication Technologies. This module brings together the new theoretical and practical applications of Event and Leisure management, from design to implementation. The course aims to fully explore the interdisciplinary nature of event and leisure management and provide students with the theoretical background, practical skills and professional knowledge needed to succeed in the event industry.
Learning Outcomes:
Students will turn an event and leisure general idea into a well-designed implementation program, coordinating stakeholders to achieve specific communication goals.
Especially, students will be able to:
1. Describe the main features of entertainment events and events
2. Analyze the structure of events and leisure industry
3. Understand organizational issues in the events and leisure industry.
4. Explain the procedures related to the effective management of events throughout the event cycle.
5. Explain the relationship between the stages of an event: the Concept, the Design and the Staging.
6. Understand the importance of event planning as producing experiences and not as managing stage elements.
7. Describe the essential elements of the experience of the participants in the event.
8. Analyze the legal framework in which the events operate.
9. Understand the challenges of event management human resources
10. Appreciate the importance of finances in event management.
11. Understand the meaning and monitoring of the budget.
12. Evaluate the financial performance of an event.
13. Describe practical methods of analyzing the event market
14. Recognize the importance of event marketing as an effective relationship-building tool.
15. Identify what is needed to manage event coverage by traditional and digital media.
16. Understand the role of ICT in the events and leisure industry
17. Recognize the role of event sponsorship and understand the process of attracting suitable event sponsors.
18. Recognize and evaluate the positive and negative effects of events
Course Content:
1. Introduction to the management of entertainment events and events
2. Event Management: Feasibility, Planning, Implementation and Evaluation
3. Design and production of entertainment events and events
4. Fun events and events functions
5. Human resource management of events and entertainment events
6. Funding of entertainment events and events
7. Marketing events and entertainment events
8. Health, safety and risk management of entertainment events and events
9. Sports events
10. Mega-events
11. Corporate events
12. Cultural events and festivals
13. Event Impact, Sustainability and Legacy of Entertainment Events and Events
14. Traditional and digital events and media
IMC_403 Digital Marketing and Public Relations
Course Purpose and Objectives:
The rapid development of Information and Communication Technologies (ICT) defines them as a crucial regulatory factor in the market. A market where Smartphones, Internet of Things (IoT), applications, Artificial Intelligence, "smart" products, social media, etc., empower consumers not only by providing them with information and enabling them to carry out transactions anywhere and at any time, but also by allowing them to actively and directly co-shape the final product/service. On the other hand, by utilizing modern digital technologies and devices, businesses can offer targeted and personalized proposals to consumers that can actively involve them by co-creating value (Value Co-Creation). Understanding the new operational framework that has been shaped by ICT is essential for the better design and development of e-marketing strategies.
The course aims to introduce students to the use and utilization of ICT in Marketing and Public Relations through a theoretical and practical approach.
Learning Outcomes:
At the end of the semester, students will be able to:
1. Define E-marketing
2. Use E-marketing tools within the Public Relations Context
3. Measure Digital marketing Public Relations campaigns
4. Evaluate the benefits and disadvantages of Public Relations in the digital marketing context
Course Content:
The concepts that will be analyzed are:
Online marketing, Digital Public Relations, Digital Customer, Digital Customer Experience, Customer Journey Map, Affiliate Marketing, Viral Marketing, Drop Shipping, Planning and Development of Public Relations Strategy, Blogging, social media and Analytics.
Also, case studies, visits by industry professionals, and assignments will offer students a realistic insight into online marketing and public relations applications.
IMC_422 Advertising Budget and Media
Course Purpose and Objectives:
The main goal of the course titled «Advertising Budget and Media» is to help students comprehend the importance of an appropriate media plan. The purpose of the course is to introduce the basic principles of media plan and media strategy. Upon successful completion of the course students are expected to fully understand the process of developing a media plan. They are also expected to be in a position to evaluate the effectiveness of a media plan in relation to the cost of “purchasing” mass media space and time, as well as the target group of an advertising campaign.
Learning Outcomes:
Upon successful completion of the course students are expected to fully:
1. Understand and use measurements of advertising budget
2. Understand the key terminology and indexes in media planning
3. Explain how to develop a media plan.
4. Measure and assess media effectiveness.
5. Design a successful media plan regarding budget, target group, and advertised brand.
6. Describe the purpose of media objectives.
7. Compare the characteristics of various old and new media.
Course Content:
1. Κey terminology in media planning.
2. Market Analysis and Target Market Identification.
3. Establishing Media Objectives.
4. Developing and Implementing Media Strategies
5. Evaluation and Follow-Up Characteristics of Media (TV, radio, newspapers, magazines, internet, social media)
6. Evaluation of media plan
IMC_423 Measuring Advertising Effectiveness
Course Purpose and Objectives:
The primary goal of the «Measuring Advertising Effectiveness» course is to introduce students to the basic concepts related to the effectiveness of advertising (traditional and electronic), as well as its measurement using qualitative and quantitative indexes. Upon completion of the course students will be in a position to understand the importance of ad effectiveness, ad campaign and ad program on multiple levels, which include financial matters, creative development (creative idea, layout, text, visual) and the selection of the most appropriate type of mass media as a channel of advertisement transmission.
Learning Outcomes:
Upon successful completion of the course students are expected to fully:
1. understand the terms and indexes that used in measuring advertising effectiveness,
2. practically measure the effectiveness of an advertisement,
3. understand the difficulty of measuring advertising effectiveness and the importance of using SMART goals to achieve effective advertising evaluation.
4. practically use the tools and processes available for assessing promotional program effectiveness.
Course Content:
1. importance of measuring advertising effectiveness
2. factors (e.g., frequency, wearin and wearout effect) and prerequisites (e.g., ad relativeness with program) that influence ad effectiveness
3. difficulties in measuring advertising effectiveness
4. Indexes for measuring advertising effectiveness
5. pretests (Inquiry tests, dummy advertising vehicles, Focus Groups, Consumer Diaries, On-air Tests, Physiological Measures, Theater Tests, Comprehension and reaction test)
6. post-tests (Recognition and Recall tests).
(Faculties/Faculty of Communication and Media Studies/Department of Communication and Marketing/Programs of Study/Undergraduate Studies/Presentation of the programme)