{"id":3004,"date":"2023-06-07T01:47:25","date_gmt":"2023-06-06T22:47:25","guid":{"rendered":"https:\/\/www.ba.ihu.gr\/?post_type=course&#038;p=3004"},"modified":"2024-10-23T13:53:10","modified_gmt":"2024-10-23T10:53:10","slug":"%ce%b202","status":"publish","type":"course","link":"https:\/\/www.ba.ihu.gr\/en\/courses\/%ce%b202\/","title":{"rendered":"Integrated Marketing Communications"},"author":6,"template":"","meta":[],"semester":[67],"course_type":[14],"acf":{"code":"\u039202","semester":[67],"level":"1","teaching_activities":{"activity_1":{"description":"Lectures and Practice\/Exercises","weekly_hrs":3,"ects":5},"activity_2":{"description":"","weekly_hrs":"","ects":""},"activity_3":{"description":"","weekly_hrs":"","ects":""},"activity_4":{"description":"","weekly_hrs":"","ects":""},"activity_5":{"description":"","weekly_hrs":"","ects":""}},"type":14,"language":"Greek","erasmus":"\u038c\u03c7\u03b9","url":"https:\/\/elearning.cm.ihu.gr\/course\/view.php?id=936","prerequisites":[2845],"instructors":[1878],"coordinator":"","content":"<ul>\r\n \t<li>The concept, characteristics and elements of integrated marketing communications.<\/li>\r\n \t<li>Differences and similarities of integrated marketing communications with traditional promotion.<\/li>\r\n \t<li>The strategy of integrated marketing communications.<\/li>\r\n \t<li>Concept and characteristics of advertising.<\/li>\r\n \t<li>Ways to develop a successful advertising campaign.<\/li>\r\n \t<li>The creative of advertising.<\/li>\r\n \t<li>The concept, characteristics and forms of sales promotion.<\/li>\r\n \t<li>The concept, its characteristics and the sales process.<\/li>\r\n \t<li>The organization and management of a sales department.<\/li>\r\n \t<li>Public relations and publicity management as a means of visibility and promotion.<\/li>\r\n \t<li>The concept, characteristics and actions of direct and online marketing.<\/li>\r\n<\/ul>","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.\r\n\r\nUpon successful completion of the course, students should:\r\n<ul>\r\n \t<li>Understand the concept, characteristics and elements of OEMs.<\/li>\r\n \t<li>Know and understand the differences and similarities of OEMs in relation to traditional promotion.<\/li>\r\n \t<li>Distinguish and understand the meaning and characteristics of advertising as a means of display and promotion.<\/li>\r\n \t<li>Understand and know how to develop a successful advertising campaign.<\/li>\r\n \t<li>Understand and know the concept, characteristics and forms of sales promotion as a promotional tool.<\/li>\r\n \t<li>Know and understand the concept, its characteristics and the sales process.<\/li>\r\n \t<li>Know and understand the organization and management of a sales department.<\/li>\r\n \t<li>Understand and know public relations and the management of publicity as a means of visibility and promotion.<\/li>\r\n \t<li>Understand and know the characteristics and actions of direct and online marketing.<\/li>\r\n<\/ul>","skills":"to be filled","teaching_methods":"<ul>\r\n \t<li>Face to face.<\/li>\r\n<\/ul>","ict_usage":"<ul>\r\n \t<li>Online guidance.<\/li>\r\n \t<li>Slides Projection in the classroom.<\/li>\r\n \t<li>Use of E-mail and onlne communication systems.<\/li>\r\n \t<li>Use of e-learning system (moodle).<\/li>\r\n<\/ul>","teaching_organization":{"activity_1":{"description":"Lectures","workload":25},"activity_2":{"description":"Practice\/Exercises","workload":14},"activity_3":{"description":"Assignment(s)","workload":26},"activity_4":{"description":"Personal Study","workload":60},"activity_5":{"description":"","workload":""},"activity_6":{"description":"","workload":""}},"students_evaluation":"to be filled","bib_textbooks":"\u0394\u0399\u0394\u0391\u039a\u03a4\u0399\u039a\u0391 \u03a3\u03a5\u0393\u0393\u03a1\u0391\u039c\u039c\u0391\u03a4\u0391\r\n<ol>\r\n \t<li>Belch, G. \u03ba\u03b1\u03b9 Belch, M. (2018). \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03a0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7: \u039f\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03b7 \u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u0398\u03b5\u03c3\u03c3\u03b1\u03bb\u03bf\u03bd\u03af\u03ba\u03b7: \u03a4\u03b6\u03b9\u03cc\u03bb\u03b1\u03c2.<\/li>\r\n \t<li>Arens, W., Arens, C., Schaefer, D. \u03ba\u03b1\u03b9 Weigold, M. (2015). \u0391\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7: \u03a0\u03ce\u03c2 \u03a3\u03c7\u03b5\u03b4\u03b9\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b9 \u03a5\u03bb\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u039f\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03b5\u03c2 \u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03ad\u03c2 \u039a\u03b1\u03bc\u03c0\u03ac\u03bd\u03b9\u03b5\u03c2. \u0391\u03b8\u03ae\u03bd\u03b1: Rsili.<\/li>\r\n<\/ol>\r\n\u03a0\u03a1\u039f\u03a3\u0398\u0395\u03a4\u0397 \u03a0\u03a1\u039f\u03a4\u0395\u0399\u039d\u039f\u039c\u0395\u039d\u0397 \u0392\u0399\u039f\u0392\u039b\u0399\u039f\u0393\u03a1\u0391\u03a6\u0399\u0391\r\n<ol>\r\n \t<li>Ang. L. (2014). Principles of Integrated Marketing Communications. Cambridge University Press.<\/li>\r\n \t<li>\u0391\u03c5\u03bb\u03c9\u03bd\u03af\u03c4\u03b7\u03c2 \u0393. \u03ba\u03b1\u03b9 \u03a3\u03c4\u03b1\u03b8\u03b1\u03ba\u03cc\u03c0\u03bf\u03c5\u03bb\u03bf\u03c2, \u0392. (2017). \u0391\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u039f\u03c1\u03b3\u03ac\u03bd\u03c9\u03c3\u03b7 \u03ba\u03b1\u03b9 \u0394\u03b9\u03bf\u03af\u03ba\u03b7\u03c3\u03b7 \u03a0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd. \u0391\u03b8\u03ae\u03bd\u03b1: Unibooks.<\/li>\r\n \t<li>Baskin O., C. Aronoff, D. Lattimore (2000). \u0394\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2: \u03a4\u03bf \u03b5\u03c0\u03ac\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u03ac\u03c3\u03ba\u03b7\u03c3\u03ae \u03c4\u03bf\u03c5. \u0391\u03b8\u03ae\u03bd\u03b1: \u03a0\u03b1\u03c0\u03b1\u03b6\u03ae\u03c3\u03b7\u03c2.<\/li>\r\n \t<li>Caywood, C. (2012). The Handbook of Strategic Public Relations and Integrated Marketing Communications, 2<sup>nd<\/sup> ed. New York: McGraw Hill.<\/li>\r\n \t<li>Clow, K.E. and Baack, D.E. (2015). Integrated Advertising, Promotion and Marketing Communications, 7<sup>th<\/sup> ed. London: Prenice Hall.<\/li>\r\n \t<li>\u0396\u03ce\u03c4\u03bf\u03c2, \u0393. (2018). \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7: \u03a3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc\u03c2, \u0391\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7, \u0391\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1, 6<sup>\u03b7<\/sup> \u03ad\u03ba. \u0398\u03b5\u03c3\u03c3\u03b1\u03bb\u03bf\u03bd\u03af\u03ba\u03b7: University Studio Press.<\/li>\r\n \t<li>Jobber D. \u03ba\u03b1\u03b9 Lancaster G. (2005). \u039f\u03c1\u03b3\u03ac\u03bd\u03c9\u03c3\u03b7 \u03ba\u03b1\u03b9 \u0394\u03b9\u03bf\u03af\u03ba\u03b7\u03c3\u03b7 \u03a0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd. \u0391\u03b8\u03ae\u03bd\u03b1: \u039a\u03bb\u03b5\u03b9\u03b4\u03ac\u03c1\u03b9\u03b8\u03bc\u03bf\u03c2.<\/li>\r\n \t<li>Percy, L. (2014). Strategic Integrated Marketing Communications, 2nd ed. London: Routledge.<\/li>\r\n \t<li>Seitel, F. (2018). \u0394\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03a3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2: \u0398\u03b5\u03c9\u03c1\u03af\u03b1 \u03ba\u03b1\u03b9 \u0395\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ad\u03c2. \u0391\u03b8\u03ae\u03bd\u03b1: Broken Hill.<\/li>\r\n \t<li>Shimp, T.A. and Andrews, J.C. (2013). Advertising Promotion and Other Aspects of Integrated Marketing Communications, 9th ed. Cengage Learning.<\/li>\r\n \t<li>\u03a3\u03c4\u03b1\u03b8\u03b1\u03ba\u03cc\u03c0\u03bf\u03c5\u03bb\u03bf\u03c2, \u0392. \u039a\u03b1\u03b9 \u0393\u03bf\u03cd\u03bd\u03b1\u03c1\u03b7\u03c2 \u03a3. (2017). \u0394\u03b9\u03bf\u03af\u03ba\u03b7\u03c3\u03b7 \u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ce\u03bd \u03a3\u03c7\u03ad\u03c3\u03b5\u03c9\u03bd: \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03a0\u03c9\u03bb\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b3\u03b9\u03b1 \u03a0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae\u03c2 \u03a3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1\u03c2 \u0391\u03b8\u03ae\u03bd\u03b1: Unibooks.<\/li>\r\n \t<li>Young, A. (2014). Brand Media Strategy: Integrated Communications Planning in the Digital Era, 2nd ed. Palgrave Macmillan.<\/li>\r\n<\/ol>","bib_journals":"<ol>\r\n \t<li>Journal of Marketing.<\/li>\r\n \t<li><em>Journal of Marketing Research.<\/em><\/li>\r\n \t<li><em>Journal of Personal Selling &amp; Sales Management.<\/em><\/li>\r\n \t<li><em>The Journal of Business &amp; Industrial Marketing.<\/em><\/li>\r\n \t<li>Journal of Advertising.<\/li>\r\n \t<li>Corporate Reputation Review.<\/li>\r\n \t<li>Journal of Communication Management.<\/li>\r\n \t<li><em>Industrial Marketing Management.<\/em><\/li>\r\n \t<li>European Journal of Marketing.<\/li>\r\n \t<li>Marketing Intelligence &amp; Planning.<\/li>\r\n \t<li>Public Opinion Quarterly.<\/li>\r\n \t<li>Public Relations Review.<\/li>\r\n \t<li>Journal of Public Relations Research.<\/li>\r\n \t<li>International Journal of Public Opinion Research.<\/li>\r\n<\/ol>"},"_links":{"self":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3004"}],"collection":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course"}],"about":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/types\/course"}],"author":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/users\/6"}],"version-history":[{"count":18,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3004\/revisions"}],"predecessor-version":[{"id":4807,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/3004\/revisions\/4807"}],"acf:post":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/staff\/1878"},{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/2845"}],"acf:term":[{"embeddable":true,"taxonomy":"course_type","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type\/14"},{"embeddable":true,"taxonomy":"semester","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester\/67"}],"wp:attachment":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/media?parent=3004"}],"wp:term":[{"taxonomy":"semester","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester?post=3004"},{"taxonomy":"course_type","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type?post=3004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}