Courses

Integrated Marketing Communications

General

Course Contents

  • The concept, characteristics and elements of integrated marketing communications.
  • Differences and similarities of integrated marketing communications with traditional promotion.
  • The strategy of integrated marketing communications.
  • Concept and characteristics of advertising.
  • Ways to develop a successful advertising campaign.
  • The creative of advertising.
  • The concept, characteristics and forms of sales promotion.
  • The concept, its characteristics and the sales process.
  • The organization and management of a sales department.
  • Public relations and publicity management as a means of visibility and promotion.
  • The concept, characteristics and actions of direct and online marketing.

Educational Goals

The course seeks to analyze the ways of promotion and promotion that a business or organization has in the context of marketing. The course material aims to introduce and acquaint students with the ways in which a business or an organization can coordinate the means and methods at its disposal in order to form a clear, consistent and positive image of itself to the public and its products.

Upon successful completion of the course, students should:

  • Understand the concept, characteristics and elements of OEMs.
  • Know and understand the differences and similarities of OEMs in relation to traditional promotion.
  • Distinguish and understand the meaning and characteristics of advertising as a means of display and promotion.
  • Understand and know how to develop a successful advertising campaign.
  • Understand and know the concept, characteristics and forms of sales promotion as a promotional tool.
  • Know and understand the concept, its characteristics and the sales process.
  • Know and understand the organization and management of a sales department.
  • Understand and know public relations and the management of publicity as a means of visibility and promotion.
  • Understand and know the characteristics and actions of direct and online marketing.

General Skills

to be filled

Teaching Methods

  • Face to face.

Use of ICT means

  • Online guidance.
  • Slides Projection in the classroom.
  • Use of E-mail and onlne communication systems.
  • Use of e-learning system (moodle).

Teaching Organization

ActivitySemester workload
Lectures25
Practice/Exercises14
Assignment(s)26
Personal Study60
Total125

Students Evaluation

to be filled

Recommended Bibliography

ΔΙΔΑΚΤΙΚΑ ΣΥΓΓΡΑΜΜΑΤΑ

  1. Belch, G. και Belch, M. (2018). Διαφήμιση και Προώθηση: Ολοκληρωμένη Επικοινωνία Μάρκετινγκ. Θεσσαλονίκη: Τζιόλας.
  2. Arens, W., Arens, C., Schaefer, D. και Weigold, M. (2015). Αποτελεσματική Διαφήμιση: Πώς Σχεδιάζονται και Υλοποιούνται Ολοκληρωμένες Επικοινωνιακές Καμπάνιες. Αθήνα: Rsili.

ΠΡΟΣΘΕΤΗ ΠΡΟΤΕΙΝΟΜΕΝΗ ΒΙΟΒΛΙΟΓΡΑΦΙΑ

  1. Ang. L. (2014). Principles of Integrated Marketing Communications. Cambridge University Press.
  2. Αυλωνίτης Γ. και Σταθακόπουλος, Β. (2017). Αποτελεσματική Οργάνωση και Διοίκηση Πωλήσεων. Αθήνα: Unibooks.
  3. Baskin O., C. Aronoff, D. Lattimore (2000). Δημόσιες σχέσεις: Το επάγγελμα και η άσκησή του. Αθήνα: Παπαζήσης.
  4. Caywood, C. (2012). The Handbook of Strategic Public Relations and Integrated Marketing Communications, 2nd ed. New York: McGraw Hill.
  5. Clow, K.E. and Baack, D.E. (2015). Integrated Advertising, Promotion and Marketing Communications, 7th ed. London: Prenice Hall.
  6. Ζώτος, Γ. (2018). Διαφήμιση: Σχεδιασμός, Ανάπτυξη, Αποτελεσματικότητα, 6η έκ. Θεσσαλονίκη: University Studio Press.
  7. Jobber D. και Lancaster G. (2005). Οργάνωση και Διοίκηση Πωλήσεων. Αθήνα: Κλειδάριθμος.
  8. Percy, L. (2014). Strategic Integrated Marketing Communications, 2nd ed. London: Routledge.
  9. Seitel, F. (2018). Δημόσιες Σχέσεις: Θεωρία και Εφαρμογές. Αθήνα: Broken Hill.
  10. Shimp, T.A. and Andrews, J.C. (2013). Advertising Promotion and Other Aspects of Integrated Marketing Communications, 9th ed. Cengage Learning.
  11. Σταθακόπουλος, Β. Και Γούναρης Σ. (2017). Διοίκηση Στρατηγικών Σχέσεων: Μάρκετινγκ και Πωλήσεις για Πελάτες Στρατηγικής Σημασίας Αθήνα: Unibooks.
  12. Young, A. (2014). Brand Media Strategy: Integrated Communications Planning in the Digital Era, 2nd ed. Palgrave Macmillan.

Related Research Journals

  1. Journal of Marketing.
  2. Journal of Marketing Research.
  3. Journal of Personal Selling & Sales Management.
  4. The Journal of Business & Industrial Marketing.
  5. Journal of Advertising.
  6. Corporate Reputation Review.
  7. Journal of Communication Management.
  8. Industrial Marketing Management.
  9. European Journal of Marketing.
  10. Marketing Intelligence & Planning.
  11. Public Opinion Quarterly.
  12. Public Relations Review.
  13. Journal of Public Relations Research.
  14. International Journal of Public Opinion Research.