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SCHOOL |
OF AGRICULTURAL SCIENCES |
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ACADEMIC UNIT |
AGRICULTURE |
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LEVEL OF STUDIES |
UNDERGRADUATE |
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COURSE CODE |
AGE0704 |
SEMESTER |
7 | ||
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COURSE TITLE |
Sales Promotion and Advertisement | ||||
| INDEPENDENT TEACHING ACTIVITIES |
WEEKLY TEACHING HOURS |
CREDITS | |||
| Lectures | 3 | ||||
| Lab / Op. Exercises | 0 | ||||
| Exercises | 0 | ||||
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TOTAL HOURS |
3 | 5 | |||
| COURSE TYPE | Specialized Course of Agricultural Economics | ||||
| PREREQUISITE COURSES | None | ||||
| LANGUAGE OF INSTRUCTION and EXAMINATIONS | Greek | ||||
| IS THE COURSE OFFERED TO ERASMUS STUDENTS | In English | ||||
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COURSE WEBSITE (URL) |
https://
eclass.uowm.gr/courses/AGE0701/
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2. LEARNING OUTCOMES
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Learning Outcomes |
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Description of Course: The course attempt to provide the proper knowledge to the students in order to made them capable: • to figure out the concepts of promotion and advertisement, • to scrutinize the advertisements, • to construct suitable ads for the targeting groups of consumers A successive fulfillment of course must be made the students capable: • to determine the advertisement aims • to discern the promotive actives • to choose promotive actives and ads for specific targeting groups of consumers • to apprehend the advantages and disadvantages of media as potential options to circulate their ads • to investigate the ads discriminating their various kinds • to opt the proper communication networks according to the promotional scope and the available budget • to imagine, illustrate and construct the marketing and the promotional mix for products, brands and firms • to comprehend the role of advertising offices and firms • to comprehend the differences between the domestic and the world-wide ads |
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General Competences |
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• Production of free, creative and inducive thinking • Decision-making and background for marketing plans and promotion patterns • Deductive and inductive reasoning for the ads’ construction and the promotive variables per kind of market, targeting group, brands, products and firms • Background for postgraduate studies |
3. SYLLABUS
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The content of course includes: • The presentation of marketing mix (product, price, promotion, place) • The display of promotive techniques (short-run incentives, exhibitions, publicity, advertisement and personal purchases) • The explication of advertisements’ scope • The peruse of media as communicative tools between the brands and the consumers • The comprehension of advertising and marketing budget ant the per consumer cost • The segmentation of markets and the diversification of products due to the competition • The role of competition for the structure of markets and the marketing • The life cycle of products combining with the categories of consumers • Marketing strategies according to M.Porter and H.Ansoff. • More specialized matters as for the techniques of advertisements (per kind) • The international ads • The advertising offices and firms • The establish of brands |
4. TEACHING and LEARNING METHODS - EVALUATION
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DELIVERY |
Face-to-face or/and distance education (compliant to the circumstances) | ||||||||||||||||||||||||
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USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY |
Lectures using new technologies and upload of lectures to e-class. | ||||||||||||||||||||||||
| TEACHING METHODS |
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STUDENT PERFORMANCE EVALUATION |
• Individual case studies (50%) • Final exams using multiple-choices test (50%) |
5. SUGGESTED BIBLIOGRAPHY
| -Suggested bibliography : |
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1. Belch, G., and Belch, M., 2022. Advertisement and Promotion: Integrated Marketing Communication (12th ed). Athens: A. Tziola Publications, ISBN: 978-960-418-941-0, Evdoxos: 102071490. 2. Zotos, G., Zotou, A., Kyrousi, A., Boutsouki, Ch., Palla, P.-T., and Chatzithomas, L., 2018. Advertisement: Configuration – Creative – Performance (6th ed.). Thessaloniki: University Studio Press. ISBN: 9789601223995, Evdoxos: 77110349 3. Arens, W., Arens, C., Scheafer, D., and Weigold, M., 2014. The Effective Advertisement. Athens: Rosili Publications. ISBN: 9789607745385, Evdoxos: 41957367 4. Frigas, G., 2010. Advertisement: A Modern Approach. Athens: Klidarithmos Publications. ISBN: 9789604613274. Evdoxos: 13640 5. Yeshin, T., 2006. Sales Promotion. Thomson Learning, ISBN: 978-184-48-0161-9. 6. Yeshin, T., 2005. Advertising. Thomson Learning, ISBN: 978-184-48-0160-2 7. OGuinn, T., Allen, C., Semenik, J.R., 2008. Advertising and Integrated Brand Promotion. Cengage Learning, ISBN: 978-032-45-6862-2 |
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-Related academic journals: |