Course Purpose and Objectives: 

The course aims to familiarize students to sociological theory as part of social sciences and the fundamental approaches concerning both the macro- and micro-level of social theory. 

Learning Outcomes: 

1. Familiarization with the fundamental concepts and terminology of the Social Sciences 

2. Understanding the basic theories of Social Sciences in a wide range of cognitive sub-fields 

3. Familiarization with the basic approaches of Social Sciences on fundamental issues and social problems 

4. Framing of Communication and Media Theories within the wider field of Social Sciences and understanding of their crucial role 

Course Content: 

Two are the main questions around which this course is organized: «what is society» and «what is the relationship between the individual and society». Through these questions students will become familiar with the main theoretical approaches and will discuss topics such as: social interaction, social stratification, power, social movements, and social organization (communism, capitalism, socialism, etc.), religion, social changes, media, technology, etc. 

Course Purpose and Objectives: 

Familiarization with the foundations of Communication Theory. Introduction to the key models of Interpersonal and Mass Communication Theory. 

Learning Outcomes: 

Upon successful completion of the course, students are expected to:  

1. having familiared themselves with fundamental concepts and terminology of Communication Studies 

2. recognize and understand key communication models and the various approaches to the study of communication, as well as their objectives and application 

3. apply this acquired theoretical knowledge and relate it to understanding everyday experiences and communication processes. 

Course Content: 

This course will provide students with a broad foundation in the study of communication. It will introduce students to fundamental concepts and principles of interpersonal communication and basic historical and normative dimensions of mass communication, such as the social role and the effects of the media, culture, and ethics. Special attention will be paid to the most significant models and theories of mass communication, from the early theoretical approaches to contemporary theories about media effects. 

Στόχος Μαθήματος:

Εισαγωγή σε βασικές έννοιες Πιθανοτήτων και Στατιστικής- Εξοικείωση με τη μεθοδολογία Ανάλυσης Δεδομένων χρησιμοποιώντας το πακέτο R (open source).

Μαθησιακά Αποτελέσματα

Με την ολοκλήρωση του μαθήματος οι φοιτητές πρέπει να είναι σε θέση να:

• Κατανοούν το αντικείμενο της Στατιστικής και να ξεχωρίσουν τις βασικές έννοιες της Στατιστικής (πληθυσμός, δείγμα, παράμετρος, στατιστικό, απογραφή, Περιγραφική Στατιστική, Συμπερασματική Στατιστική)
• Να εφαρμόζουν στην πράξη μεθόδους Περιγραφικής Στατιστικής για την ανάλυση και παρουσίαση δεδομένων ποσοτικής έρευνας 
• Να εφαρμόζουν στην πράξη μεθόδους Συμπερασματικής Στατιστικής για την ανάλυση και εξαγωγή συμπερασμάτων από δεδομένα ποσοτικής έρευνας
• Να μπορούν να χρησιμοποιούν στην πράξη εργαλεία Στατιστικής όπως η γλώσσα R και το Excel   

Περιεχόμενο Μαθήματος

• Εισαγωγή στη Στατιστική – Βασικές Έννοιες -Εξοικείωση με την R
• Δεδομένα, Πίνακες και Κατανομές Συχνότητας
• Μετρήσεις Κεντρικής Τάσης & Διασποράς
• Τυπικά πηλίκα (Ζ-scores) και κανονικοποίηση κατανομής
• Πιθανότητες και Κανονική Κατανομή
• Δειγματοληψία – Κεντρικό Οριακό Θεώρημα
• Έλεγχος Υποθέσεων
• Στατιστικός Έλεγχος Μέσης Τιμής – Μέσων Τιμών
• Έλεγχος διαφοράς μέσων τιμών για δύο ανεξάρτητα δείγματα
• Ανάλυση Διακύμανσης
• Συσχέτιση μεταβλητών
• Παλινδρόμηση

Course Purpose and Objectives: 

This course aims to clarify and critically approach the term "Information Society". Nowadays, the term "Information Society" (IS) is often discussed without being adequately explained or documented.  The course offers a general introduction to the concept of IS and its main purpose is to familiarize students with the basic concepts related to IS, examining the changes in the structure of society in areas such as technological infrastructure, economy, social institutions, democratic expression, etc. Emphasis is placed on the potential contribution and practical applications of IS in various aspects of contemporary society.  

Learning Outcomes: 

By the end of the course, students are expected to be able to:  

1. Reflect on key issues and debates of the Information Society  

2. Explain how the advancements of information technology may serve as the backbone of the information society 

3. Explain the impact of technological advancements on different societal sectors, societal practices, and interactions 

4. Analyze statistical data and relate them to key Information Society topics 

5. Collaborate effectively to research and present on the status of Information Society in specific contexts in Cyprus 

6. Critically discuss the challenges, opportunities, and dilemmas that are introduced in the context of the Information Society.  

Course Content: 

1. Introduction to the Information Society  

2. Basic Principles of the Information Society  

3. The role of Information Technology in shaping the Information Society  

4. Economy, Globalization, and the Information Society  

5. E-commerce, the Internet, and the emergence of a new model of economic development  

6. Democracy, social justice, and access to the Information Society  

7. Social equality and digital divide  

8. The impact of the Information Society on the modern state  

9. E-government  

10. Privacy, personal data, and challenges of the Information Society  

11. Is Cyprus an Information Society?   

Course Purpose and Objectives: 

The objective of the course is to introduce students to the basic principles of marketing and communication, examine their operation in today's economic reality, and explore their activities within the framework of a business or an organization. 

Learning Outcomes:  

At the end of the semester, students will be able to:  

1. Define the new and updated Marketing perspectives 

2. Understand the Strategic Marketing Plan 

3. Understand Market segmentation 

4. Define the four P's 

5. Design a Marketing Plan 

6. Evaluate the results of a Marketing Plan implementation 

Course Content:  

The course presents various approaches to marketing such as Service-Dominant Logic, Customer Dominant Logic and Service Logic, the components of the marketing mix and the information system. The basic concepts concerning consumer behaviour, market segmentation, communication, advertising and sales promotion are discussed. The content of the course is completed with the organization and implementation of a Marketing Plan.  

Course Purpose and Objectives: 

Why have the predictions of the 1980s that HIV/AIDS will reduce the world's population by 30% been disproved, but despite massive information and vaccination campaigns the spread of covid-19 does not seem to be halted? What makes thousands of people camp for days outside the electronics stores to get the new iPhone first but not the new Samsung? Why did a Benetton ad awarded in Europe and hailed by the United Nations spark violent protests in the US? These are some of the questions that concern the course Basic Principles of Advertising and Communication.  

Presents 

1. the basic principles of Advertising, 

2. its contemporary forms (such as print, radio, television, public spaces, direct, internet, mobile, interactive, three-dimensional, guerrilla, immersive, etc.),  

3. classical and innovative techniques of 

• strategic design,  

• targeting,  

• the development of creativity, and  

• Advertising administration. 

Finally, the course cultivates a critical attitude towards  

1. the political and cultural consequences of mass communication  

2. the ethical dimensions of perception management, and  

3. the aesthetic and social impact of advertising. 

Learning Outcomes: 

Upon completion of this course, you will be able to: 

1. Understand the role of communication and advertising in running businesses and organizations. 

2. Identify the basic approaches of managing the perceptions of the masses/consumers. 

3. Design and implement effective mass communication strategies. 

4. Understand the role that advertising and communication play in corporate strategy and in shaping the product and corporate image. 

5. Understand the ethical aspects of corporate decisions about advertising, communication and branding. 

Course Content: 

Module 1: Mass Business Communication Theory 

1. Definitions and key communication theories  

2. The process and stages of communication 

3. Strategic and regular objectives of business communication 

4. Bulk Perception Management and Integrated Marketing Communication 

5. Perception management methods 

6. The place of advertising in the corporate communication mix 

7. Social role of advertising 

Module 2: Advertising management 

1. Definition and contemporary reflections on the definition of advertising 

2. Ad typology 

3. Advertising media and techniques 

4. Types and forms of advertising 

5. Advertising campaigns and Integrated Marketing Communication 

6. Effectiveness of advertising 

7. Obstacles to the effectiveness of advertising 

8. Ad operating frameworks 

9. Ethical dimensions of advertising 

Module 3:Applications 

1. FMSCGs 

2. Luxury goods 

3. Celebrity endorsements 

4. Digital advertising 

5. B2B 

6. Stereotypes and advertising 

7. Promotion of products to children 

8. Gray ad 

9. Product placement 

10. Propaganda 

11. Political advertising 

Course Purpose and Objectives: 

The module sets the foundations on Branding and its core theories. An integral part of Marketing, branding is what differentiates a generic product from an emotional possession that serves as an extension of one’s character. Choice of clothing, car, purse brands and more are signals of exclusivity for consumers that use and wear them. The module bases its theoretical background on the benefits of brands for consumers and businesses simultaneously and how this cycle can be enhanced. It covers key concepts of branding strategy such product life-cycle, STP, Brand Portfolios while also examining the consumer side mentioning monetary and emotional risks that are alleviated through strong Brand choices and an evaluation of the decision making process ultimately answering key questions such as what drives Brand consumption and what makes Brands successful. 

Learning Outcomes: 

Through this module, students will gain a spherical understanding on: 

1. The differences between Services and Products 

2. The decision-making processes of consumers when it comes to choosing which brand they will consumer 

3. Brand portfolios 

4. The differences and importance of Branding in the contexts of B2C and B2B 

5. Using branding for Individuals (Personality Branding) 

6. Product lifecycle and strategic Branding 

7. Segmentation Targeting and Positioning 

8. Sustainable consumption and Sustainable Brands 

Course Content: 

1. Introduction to Branding – History of Branding 

2. Consumption of Brands 

3. Brand Portfolios  

4. Branding Personalities 

5. Branding Services  

6. B2B Branding 

7. Branding and Advertising 

8. Sustainable Brands 

9. Customer Data and Branding 

10. Revision and Final Exam Preparation 

Course Purpose and Objectives: 

Integrated Marketing Communication (IMC) is an approach towards marketing communication that considers all its elements, such as public relations, social media, sales promotions, customer experience management or advertising, as a uniform system of building a brand. It utilises distinct media channels in an orchestrated way that delivers the ‘one vision, one voice’ organisational message. It allows public and private organizations and businesses to deliver an engaging and seamless consumer experience by optimising an organization’s image, reinforcing its positive reputation, and building sustainable relationships with stakeholders. The course introduces the principles and philosophy of IMC and familiarises participants with its tools. 

Learning Outcomes: 

Upon completion of this course, you will be able to: 

1. Understand the role of IMC in running businesses and organizations. 

2. Identify the tools of IMC, their role and limitations. 

3. Combine the basic approaches of managing the perceptions of the masses / consumers with the principles and tools of IMC. 

4. Design and implement effective IMC strategies. 

5. Understand the basic techniques of IMC and how they contribute to the management of reputation and branding. 

6. Identify and assess the social impact and ethical aspects of corporate decisions about IMC. 

Course Content: 

1. Definitions and key theories  

2. The process and stages of Integrated Marketing Communication 

3. The tools of Integrated Marketing Communication 

4. IMC effectiveness  

5. Ethical and social dimensions of IMC 

Στόχος Μαθήματος: 

Σκοπός του μαθήματος είναι να εισαγάγει τους φοιτητές στο ρόλο, τη σημασία και τις βασικές λειτουργίες των εσωτερικών εταιρικών επικοινωνιών. Το μάθημα επικεντρώνεται στον τρόπο με τον οποίο οι επιχειρήσεις χρησιμοποιούν την επικοινωνία αυτή στρατηγικά για να είναι αποτελεσματικές στις σχέσεις που έχουν με τις εσωτερικές ομάδες ενδιαφερόντων (stakeholders) όπως εργαζόμενοι, διευθυντές και επενδυτές. 

Μαθησιακά Αποτελέσματα:  

Με την ολοκλήρωση αυτού του μαθήματος, οι φοιτητές θα μπορούν να:  

• Κατανοήσουν το ρόλο της επικοινωνίας στη λειτουργία επιχειρήσεων και οργανισμών. 

• Αναγνωρίσουν τις βασικές έννοιες και προσεγγίσεις των εσωτερικών εταιρικών επικοινωνιών.  

• Σχεδιάσουν και να εφαρμόσουν αποτελεσματικές στρατηγικές και τεχνικές επικοινωνίας για τις εσωτερικές ομάδες ενδιαφερόντων.  

• Κατανοήσουν τον ρόλο που διαδραματίζει η εσωτερική εταιρική επικοινωνία στην εταιρική στρατηγική και στη διαμόρφωση της εταιρικής κουλτούρας, ταυτότητας, και εικόνας. 

• Κατανοήσουν τις ηθικές πτυχές των εταιρικών αποφάσεων σχετικά με τις σχέσεις που έχει η εταιρεία με τους εσωτερικές ομάδες ενδιαφερόντων. 

Περιεχόμενο Μαθήματος: 

• Βασικές θεωρίες οργάνωσης και διοίκησης οργανισμών και επιχειρήσεων. 

• Ομάδες ενδιαφερόντων (stakeholders) 

• Θεωρία επικοινωνία 

• Ενσυναίσθηση και επικοινωνία 

• Eφαρμογές 

Course Purpose and Objectives: 

The «Consumer Behavior» course aims at providing a thorough understanding of the actions (behaviors) taken by consumers in order to satisfy their needs and desires. The basic goal of the course is to enhance understanding of modern consumers on which marketing strategies and public policy can be based. 

Learning Outcomes: 

Upon successful completion of the course students are expected to fully: 

1. understand the evolution of the marketing concept, what consumer behavior is, and the components of strategic marketing. 

2. analyse the consumers process of buying  

3. evaluate the fundamental functions of consumers perception, learning, and personal selection factors. 

4. predict consumers attitude toward a brand and how to alter it. 

5. understand the credibility and influence of reference groups. 

6. understand the impact of self-image on consumer behavior. 

7. understand consumers decision-making. 

8. understand marketers’ social and ethical responsibilities. 

Course Content: 

1. What is Consumer Behavior 

2. Internal influences on Consumer Behavior 

3. Perception, Learning and Memory 

4. Motivation and Affect 

5. The Self: Mind, Gender, and Body 

6. Personality, Lifestyles, and Values 

7. Consumers in their Social and Cultural Settings 

Course Purpose and Objectives: 

The course aims to examine online advertising on any type of platform, such as websites, search engine results pages and social media. Also, the aim is to present various methods and practices that can lead to successful online advertising.  

Learning Outcomes:  

At the end of the semester, students will be able to:  

1. To define the environment of online advertising 

2. To know and understand the typology of online advertising 

3. Advertise in social media 

4. Evaluate the benefits and disadvantages of Public Relations in the digital marketing context  

Course Content:  

The concepts that will be analyzed are the following: Online advertising, direct response advertising, brand advertising, pay per click (Pay Per Click), programmatic advertising, text-only ads, image-based ads, search advertising, advertising network, native advertising, mobile advertising and game advertising. Case studies and projects on advertising will lead to a deeper understanding of the subject. 

Course Purpose and Objectives: 

This module provides students with knowledge in relation to traditional branding theories including modern applications of branding strategies and a thorough analysis of how recent Iconic brands have come to be. The module takes into consideration and reflects on important contemporary issues including Value Co-creation, Customer Centric Approach, Marketing Services and does so by covering, linking and providing opportunities for practical application of frameworks and theories such as Customer Based Brand Equity, Servicescape, Service Blueprinting, Information Processing Model, Perceptual Mapping, Brand Portfolios and more. Each of these elements is observed through the lens of Brand Equity with the overall objective being to understand what drives brands to achieve iconic statuses. 

Learning Outcomes: 

By the end of the module students will be able to: 

1. Understand the importance of Brand Equity and Brand Value. 

2. Appreciate of the importance of Value co-creation for Iconic Brand development   

3. Review and have strong understanding on the Customer Centric Αpproach as well Customer Dominant Logic. 

4. Appreciate the importance of creative advertising for Branding development. 

5. Reflect on the difference between products and services and the respective implication to Branding. 

6. Understand branding services and gain the ability to apply frameworks such as Servicescape, Service Blueprinting and more, 

7. Better promote themselves by applying Branding theory for their individual promotion (Brand called You). 

8. Reflect on the strategic significance of Corporate Social responsibility. 

Course Content: 

1. Introduction to Iconic Brands – Application and Examples  

2. Brand Equity and Brand Value 

3. Brand Strategy 

4. Iconic Branding for Services 

5. Atmospherics and 5 Senses Marketing for Iconic Brands 

6. Creative Advertisements for Iconic Brands 

7. Ethical and Sustainable Iconic Brands 

8. Value Co-creation  

9. Customer data: Uses for iconic brand development and ethical issues 

10. CSR and Branding 

Course Purpose and Objectives: 

Albeit understanding right from wrong can in some cases be straightforward, in organizational settings profit maximization, pleasing shareholders and other set targets can challenge the ethicality and sustainability of pricing strategies, promotion types and overall employee treatments and management. The module here thoroughly examines important organizational aspects to identify feasible and sustainable marketing practices while covering core theories on ethics such as Ethics vs Morals, Modern Slavery, Moral Myopia, Moral muteness, Moral Imagination and more.   

Learning Outcomes: 

Students by the end of the module will have strong understanding on the following areas: 

1. Marketing Mix and the use of the 7ps to identify ethical and sustainable practices for companies 

2. Differences between Morals and Ethics 

3. Characteristics of Modern Slavery and ways of avoidance 

4. Business dilemmas such as need for customer data and ethical issues relating to customer privacy 

5. Ways of Improving and enhancing the ethical practices of firms. 

6. Identification and tackling of unethical business practices  

7. Importance of Corporate Social Responsibility  

Course Content: 

1. Introduction to Business Ethics 

2. Business Ethics and Sustainability through Product, Price, Place 

3. Ethical and Sustainable Promotion– Advertising Industry (Promotion)  

4. Modern Slavery and Sustainable working conditions for employees 

5. Customer Centric Product and Service Designs 

6. Consumer Empowerment and Sovereignty 

7. Customer Privacy and Ethical Issues 

8. Corporate Social Responsibility and Globalization  

9. Sustainable and Ethical Consumption 

Course Purpose and Objectives: 

Perception management as its name suggests focuses on strategic communications by companies in an attempt to creative positive perceptions towards it in the minds of its customers, consumers and wider society. The module focuses on how companies can use perception management to handle crises in an attempt to minimize damages and avoid collateral effects. Body language, dressing codes, scripts and more are analyzed within the module including provisional tactics and strategies that are used to handle potential (organizational) “life-threatening” scandals and crises. The module progresses to also cover the impact of Media while also providing avenues on how perceptual management can be used to potentially instill sustainable behaviors. 

Learning Outcomes: 

Students by the end of the module will be able to: 

1. Have good understanding on the history of Perception management 

2. Understand psychological procedures of consumers  

3. Identify behaviors that are linked to unfavorable perception towards a company including consumer resistance and activism 

4. Understand how organizational crises are being identified and strategically addressed by companies to minimize immediate and projected reputational and financial damage. 

5. Provisioning for crises and respective reputational management a priori. 

6. The impact of Media as Perception Management Platforms 

7. Perception Management on Sustainability issues and influence on sustainable behaviour 

Course Content: 

1. Introduction to Perception Management  

2. Consumer Psychology and Information Processing Procedures  

3. Perception management and the Media  

4. Reputation Management 

5. Crisis Management  

6. Perception Management for Individuals – Personal Branding and Perception for Celebrities 

7. Advertising and subliminal messaging – Perception Management through sexual imagery in advertisements 

8. Analysis: A Practical application of the Cambridge Analytica and Facebook scandal and respective crisis management  

9. Perception management for Instilling Sustainable Behaviors 

Course Purpose and Objectives: 

The course aims to help students understand the role of emerging virtual and augmented reality applications in business communication with consumers. 

Learning Outcomes: 

At the end of the course, the student will be able to: 

1. Understand both Virtual and Augmented Reality and concepts such as 360 ° Video, Mixed Reality and Hologram. 

2. Understands the capabilities of Virtual and Augmented Reality applications 

3. Explains how Virtual and Augmented Reality tools can be used in entertainment, advertising, public relations. 

4. Recognizes the "tools" used to implement Virtual and Augmented Reality 

5. Understands the relationship between VR/AR and storytelling 

6. Takes into account the factors needed to create a virtual or augmented reality application 

7. Understands that modern media in VR and AR applications "deceive the brain" to convince the user that he is somewhere else. 

8. Acknowledges the practical and technical limitations of applications and the future of Virtual and Augmented Reality. 

Course Content: 

1. Introduction to Virtual Reality (VR) and Augmented Reality (AR). Historical background and present. 

2. Basic concepts and definitions of VR, AR, Mixed Reality Video 360 °, 

3. Hardware and software of VR & AR. 

4. Application and use of VR & AR in Social Media and Advertising 

5. The importance of empathy and experience provision 

6. How emerging innovative technologies help businesses develop different ways of communicating with their customers or potential consumers. 

7. Virtual and Augmented Reality, from storytelling to story living 

8. When should businesses apply Virtual and/or Augmented Reality? 

9. The future of Virtual and Augmented Reality. 

Course Purpose and Objectives: 

The course aims for students to understand special communication practices and relatively new marketing strategies based on unusual and unconventional, often low-cost tactics to increase brand awareness and promote the product/service. 

Learning Outcomes: 

At the end of the semester, students will be able to: 

1. Define Guerrilla marketing and its basic principles and understand its differences from traditional marketing. 

2. To distinguish and interpret its various forms. 

3. Recognize the importance of Guerrilla marketing in modern marketing. 

4. Evaluate the benefits and disadvantages of the Guerrilla marketing application. 

Course Content: 

A complete program of special low-cost communication techniques - Guerilla marketing. 

1. Basic concepts and historical background of low-cost communication techniques 

2. Basic principles and goals of special low-cost communication techniques 

3. Differences from traditional Marketing 

4. A mix of Marketing and promotion of special low-cost techniques 

5. Basic categories of special low-cost communication techniques definitions and examples (Viral Marketing, Ambush Marketing, Stealth Marketing, Buzz Marketing, Ambient Marketing, Ambush Marketing, Grassroot Marketing, Astroturf Marketing, Street Marketing) 

6. Strategy for the application of special low-cost communication techniques 

7. Advantages and disadvantages of applying special low-cost communication techniques 

Course Purpose and Objectives: 

The Event and Leisure industry has developed rapidly due to advances in Information and Communication Technologies. This module brings together the new theoretical and practical applications of Event and Leisure management, from design to implementation. The course aims to fully explore the interdisciplinary nature of event and leisure management and provide students with the theoretical background, practical skills and professional knowledge needed to succeed in the event industry. 

Learning Outcomes: 

Students will turn an event and leisure general idea into a well-designed implementation program, coordinating stakeholders to achieve specific communication goals. 

Especially, students will be able to: 

1. Describe the main features of entertainment events and events 

2. Analyze the structure of events and leisure industry  

3. Understand organizational issues in the events and leisure industry. 

4. Explain the procedures related to the effective management of events throughout the event cycle. 

5. Explain the relationship between the stages of an event: the Concept, the Design and the Staging. 

6. Understand the importance of event planning as producing experiences and not as managing stage elements. 

7. Describe the essential elements of the experience of the participants in the event. 

8. Analyze the legal framework in which the events operate. 

9. Understand the challenges of event management human resources 

10. Appreciate the importance of finances in event management. 

11. Understand the meaning and monitoring of the budget. 

12. Evaluate the financial performance of an event. 

13. Describe practical methods of analyzing the event market 

14. Recognize the importance of event marketing as an effective relationship-building tool. 

15. Identify what is needed to manage event coverage by traditional and digital media. 

16. Understand the role of ICT in the events and leisure industry  

17. Recognize the role of event sponsorship and understand the process of attracting suitable event sponsors. 

18. Recognize and evaluate the positive and negative effects of events 

Course Content: 

1. Introduction to the management of entertainment events and events 

2. Event Management: Feasibility, Planning, Implementation and Evaluation 

3. Design and production of entertainment events and events 

4. Fun events and events functions 

5. Human resource management of events and entertainment events 

6. Funding of entertainment events and events 

7. Marketing events and entertainment events 

8. Health, safety and risk management of entertainment events and events 

9. Sports events 

10. Mega-events 

11. Corporate events 

12. Cultural events and festivals 

13. Event Impact, Sustainability and Legacy of Entertainment Events and Events 

14. Traditional and digital events and media 

Course Purpose and Objectives: 

The rapid development of Information and Communication Technologies (ICT) defines them as a crucial regulatory factor in the market. A market where Smartphones, Internet of Things (IoT), applications, Artificial Intelligence, "smart" products, social media, etc., empower consumers not only by providing them with information and enabling them to carry out transactions anywhere and at any time, but also by allowing them to actively and directly co-shape the final product/service. On the other hand, by utilizing modern digital technologies and devices, businesses can offer targeted and personalized proposals to consumers that can actively involve them by co-creating value (Value Co-Creation). Understanding the new operational framework that has been shaped by ICT is essential for the better design and development of e-marketing strategies. 

The course aims to introduce students to the use and utilization of ICT in Marketing and Public Relations through a theoretical and practical approach. 

Learning Outcomes:  

At the end of the semester, students will be able to:  

1. Define E-marketing 

2. Use E-marketing tools within the Public Relations Context 

3. Measure Digital marketing Public Relations campaigns 

4. Evaluate the benefits and disadvantages of Public Relations in the digital marketing context  

Course Content: 

The concepts that will be analyzed are: 

Online marketing, Digital Public Relations, Digital Customer, Digital Customer Experience, Customer Journey Map, Affiliate Marketing, Viral Marketing, Drop Shipping, Planning and Development of Public Relations Strategy, Blogging, social media and Analytics. 

Also, case studies, visits by industry professionals, and assignments will offer students a realistic insight into online marketing and public relations applications. 

Course Purpose and Objectives: 

The main goal of the course titled «Advertising Budget and Media» is to help students comprehend the importance of an appropriate media plan. The purpose of the course is to introduce the basic principles of media plan and media strategy. Upon successful completion of the course students are expected to fully understand the process of developing a media plan. They are also expected to be in a position to evaluate the effectiveness of a media plan in relation to the cost of “purchasing” mass media space and time, as well as the target group of an advertising campaign. 

Learning Outcomes: 

Upon successful completion of the course students are expected to fully: 

1. Understand and use measurements of advertising budget 

2. Understand the key terminology and indexes in media planning 

3. Explain how to develop a media plan. 

4. Measure and assess media effectiveness. 

5. Design a successful media plan regarding budget, target group, and advertised brand.  

6. Describe the purpose of media objectives. 

7. Compare the characteristics of various old and new media. 

Course Content: 

1. Κey terminology in media planning. 

2. Market Analysis and Target Market Identification. 

3. Establishing Media Objectives. 

4. Developing and Implementing Media Strategies 

5. Evaluation and Follow-Up Characteristics of Media (TV, radio, newspapers, magazines, internet, social media) 

6. Evaluation of media plan 

Course Purpose and Objectives: 

The primary goal of the «Measuring Advertising Effectiveness» course is to introduce students to the basic concepts related to the effectiveness of advertising (traditional and electronic), as well as its measurement using qualitative and quantitative indexes. Upon completion of the course students will be in a position to understand the importance of ad effectiveness, ad campaign and ad program on multiple levels, which include financial matters, creative development (creative idea, layout, text, visual) and the selection of the most appropriate type of mass media as a channel of advertisement transmission. 

Learning Outcomes: 

Upon successful completion of the course students are expected to fully: 

1. understand the terms and indexes that used in measuring advertising effectiveness, 

2. practically measure the effectiveness of an advertisement,  

3. understand the difficulty of measuring advertising effectiveness and the importance of using SMART goals to achieve effective advertising evaluation. 

4. practically use the tools and processes available for assessing promotional program effectiveness. 

Course Content: 

1. importance of measuring advertising effectiveness 

2. factors (e.g., frequency, wearin and wearout effect) and prerequisites (e.g., ad relativeness with program) that influence ad effectiveness 

3. difficulties in measuring advertising effectiveness  

4. Indexes for measuring advertising effectiveness  

5. pretests (Inquiry tests, dummy advertising vehicles, Focus Groups, Consumer Diaries, On-air Tests, Physiological Measures, Theater Tests, Comprehension and reaction test)  

6. post-tests (Recognition and Recall tests).