- Published: Wednesday, 11 February 2015 22:12
- Written by Κώστας Στάμος
|No||MODULE «MARKETING» COURSES - 5th SEMESTER||COURSE CATEGORY||THEORY (h/week)||LAB (h/week)||WORKLOAD||ECDS|
|501_2||Advertising and Public Relations||SC||4||1||150,0||6,0|
|TOTAL / WEEK||12||2||450,0||30,0|
Concept, objectives and development of advertising. The inclusion of advertising in the field of Marketing. The role and importance of research in the design and organization of advertising proposals. Pumping Marketing information for customer service, creative, media advertising. The effect of advertising on the cost of goods to the value of the goods, a country's economy, the social sphere Stages effects of advertising. The advantages and disadvantages of advertising. Advertising companies, departments and processes for their organization. Objectives Marketing and Advertising objectives. Strategic advertising message. Creative approaches to advertising. Checking creative idea. Production of commercial messages. Programming tools. Determination and allocation of advertising budget. Principles of Public Relations. Public Relations Programs. Techniques, tools and applications for Public Relations. The profession of the Board The Practice Board (organization, planning conferences, press releases, invitations, international presentations, etc.). Journalistic investigation. Using media. Public opinion, communication.
Special features of the service. Analysis of demand for services. Understanding the expectations and perceptions of services through consumer marketing research. Design and installation service. The role of employees and consumers in the creation and delivery of service. The role of promotion. The cost of quality. The quality performance. Domestic Marketing. Marketing relationships. Case study.
The consumer decision-making process. The psychology of consumer behavior. Motivation and behavior. Personality and consumer behavior. Structure and management of consumer attitudes. The economics of consumer behavior. The structure of individual preferences. The individual demand and basic characteristics. The social context of consumer behavior. Reference groups and consumer behavior. Cultural and social influences on consumer behavior. The heterogeneity of consumer preferences and behavior. Principles and methods of segmenting consumer markets. Modern analysis of consumer choice. The consumer and the product features and services. Modern analysis of perceptions of consumer products and services. The consumer versus innovation. Issues of consumer protection. Specific issues of consumer’s behavior.