Course aims:

Preparing graduates with knowledge, skills and competencies for being able to become a Strategic Planner, a Media Planner, and a Creative Advertising & Marketing Communication profession.
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Course Entry Requirements:

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Course contents:

1. The concept of advertising and communication mix 1.1. Definition of advertising 1.2. Advertising promotional mix 2. Advertising Agency 2.1. Definition, categories and structure 2.2. Advertising Agency Departments 3. Image and Message in Advertising 3.1. The Functions and the elements of Image 3.2. Brand and image 3.3. Message in advertising 4. Advertising methods: prints, TV advertising, on-line advertising, outdoor advertising 4. Planning and Strategy in Advertising 5. Media Advertising 6. BTL Advertising

Teaching methods:

Lecture, Discussions.

Learning outcomes:

Graduates of this course will have the ability in the field of Account Management Advertising & Marketing Communications independently or in a team. Being able to conduct a marketing research and advertising to produce Material & Production Promotion Advertising & Marketing field communications.

Learning outcomes verification and assessment criteria:

Written test examination - 70%, Verification during the semester (project) - 30%.

Recommended reading:

-, • The Advertising Concept Book, Pete Barry, Thames & Hudson, New York, 2012, -, -, -, -.
-, • Marketing Communication, Graham Hughes, Chris Fill, Elsevier, 2007, -, -, -, -.
-, • International Marketing, Strategy Planning, Market Entry & Implementation, Roger Bennett & Blyth, Kogan Page, London, 2002, -, -, -, -.
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