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      Interational - Κεντρική Εικόνα
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    • BA (Hons) Marketing, Advertising and PR

    BA (Hons) Marketing, Advertising and PR

    Commencement:
    1st semester (October entry) – 2nd semester (February entry)
    Duration:
    4 years or 3,5 years (February entry) or 3 years (if the candidate meets the entry requirement of high school diploma points 17/20 and above)
    Schedule:
    Morning or Evening
    Language:
    The first 2 years either in Greek or English and the last 2 years in English only
    BA (Hons) Marketing, Advertising and PR - Κεντρική Εικόνα

    In the contemporary business world, marketing comprises a vital function for companies that want to build competitive advantage and maintain an edge. The proliferation of brands and the continuous flow of information require marketers with creativity and a deep understanding of how markets operate. The BA (Hons) Marketing, Advertising and PR has been built in order to address these needs and hence mould future Marketing executives with a wide set of skills and knowledge.

     

     

    Expression of Interest
    Apply Now
    • Why choose Marketing, Advertising and PR?
    • Course Structure
    • New February Intensive Courses
    • Entry Requirements
    • Philosophy and Aims
    • Award Titles
    • Programme Manager
    • Contact Form

    The BA (Hons) Marketing, Advertising and PR has been created in order to address the industry’s multiple needs. Since marketing evolves rapidly, the programme aims to provide both the necessary academic knowledge and the specific technical skills required from a marketing executive.

    Advantages of the programme:

    1
    The programme places great emphasis on improving students’ employability opportunities by developing both business-specific (e.g. formulating a marketing and business plan, conduct financial statement analysis) and generic (e.g. presentation, effective team-working, leadership) skills and competencies.
    2
    Cooperation with distinguished UK University
    5
    The programme offers participants the opportunity to learn a foreign language (selection among languages that are much appreciated by the industry).
    3
    The range of knowledge and skills acquired by completing the programme offers the opportunity for a subsequent career in various areas such as Digital Marketing & Communication, Advertising & Public Relations, Marketing Communications, Branding, Market Research, Media, etc.
    6
    The delivery of the modules is based on various and modern teaching methods in order to sharpen creativity and develop critical thinking. Furthermore, teaching is supplemented with lectures and seminars by industry executives.
    4
    The program highlights new technologies and their combined use with traditional marketing and communications tools.
    7
    Educational trips and outdoor activities: During the programme, participants will have several opportunities to take part in educational activities such as visits to various organisations (e.g. advertising boutiques, digital marketing agencies, etc.).

    Level 3

    • Title
      Notes
    • English Language and Study Skills A – 1
      20 credits / Yearly
      English Language and Study Skills A – 1
      This module is designed for students whose previous qualification/experience is equivalent to level A2 (CEFR). It aims to develop students’ competence to understand factual and routine information, to describe their experiences and to express simple opinions. It will also assist them to develop basic study & academic skills in order to facilitate their transition from High School to University Studies.
    • or
    • English Language and Study Skills B – 2
      20 credits / Yearly
      English Language and Study Skills B – 2
      This module, delivered all year long, is designed for students whose previous qualification/experience is equivalent to level B1 (CEFR) 1. It aims to help students develop further their confidence in listening, reading, writing and speaking in the English language. It will also assist them to develop basic study & academic skills in order to facilitate their transition from High School to University Studies.
    • Introduction to Business
      20 credits
      Introduction to Business
      This module introduces students to the concept of the business/firm operation, entrepreneurship and the role of an entrepreneur. It discusses the concepts of internal and external environment by identifying and analysing the aims, organisational structure, functions, culture, political, social, economic, technological and ethical factors and considerations that influence the operation of a modern business.
    • IT Skills
      10 credits
      IT Skills
      The aim of this module is to familiarise students with basic Information Technology software and concepts, enhancing their academic skills. Furthermore, fundamental knowledge and efficient skills on Microsoft Windows functions and tools, as well as on word processing, spreadsheet and presentations software are key learning outcomes. Additionally, the role of malicious software will be discussed.
    • Introduction to Economics
      20 credits
      Introduction to Economics
      This module introduces students to economics. It provides an overview of microeconomic issues, the theory of the firm and the theory of the markets. Concepts such as scarcity, choice, price mechanism, demand, supply, the firm’s production and cost, as well as markets structure are also introduced and discussed.
    • Quantitative Skills
      10 credits
      Quantitative Skills
      Assuming a minimal background in mathematics, this module enables business students to acquire the appropriate conceptual and computational mathematical background for future study in business. In order to provide a better understanding of the mathematical concepts, the module follows the logic of the development of mathematics rather than that of an economics course.
    • Intro to Accounting and Finance
      20 credits
      Intro to Accounting and Finance
      This module introduces students to the basic concepts of accounting and finance. It explains the importance of published financial statements and teaches them how to collect information concerning the financial position of a firm. Additionally, it introduces students to financial intermediation.
    • Intro to Marketing and Communications
      20 credits
      Intro to Marketing and Communications
      This module provides an introductory perspective to marketing and communication studies. It addresses issues concerning the basic principles of marketing and the key aspects of communication theory and process. Furthermore, it unveils the nature and role of marketing communications in a business environment.

    Level 4

    • Title
      Notes
    • Academic English and Personal Development A
      20 credits / Yearly
      Academic English and Personal Development A
      This module is designed to equip students, whose previous qualification/experience is equivalent to level B1(CEFR),with key transferable as well as English language skills that will enable them to succeed in a competitive academic and managerial setting and cope with the increasing trend toward independent study and lifelong learning.
    • or
    • Academic English and Personal Development B
      20 credits / Yearly
      Academic English and Personal Development B
      This module is designed to equip students, whose previous qualification/experience is equivalent to level B2 (CEFR), with key transferable as well as English language skills that will enable them to succeed in a competitive academic and managerial setting and cope with the increasing trend toward independent study and lifelong learning.
    • Quantitative Analysis
      10 credits
      Quantitative Analysis
      This module enables students to understand the importance of business information in decision making and to provide them with the statistical and computational skills required in a business environment.
    • Management
      10 credits
      Management
      This module introduces students to the management function. It focuses on the theory and fundamental concepts of management, including planning, organisation, leadership, and control. It also reviews the evolution of management thought, function and practice and stresses current approaches and emerging concepts. The module exposes students to entrepreneurship and the role of an entrepreneur.
    • Accounting for Business
      10 credits
      Accounting for Business
      The module presents and explains the main bookkeeping principles and analyses the financial statements of a corporation and how these are prepared. Additionally, it analyses the business organisation from an accountant’s point of view, its relationship with its shareholders, stakeholders and the external environment. The module provides students with a short introduction to professional ethics in accounting and business.
    • Economics for Business I
      10 credits
      Economics for Business I
      The module introduces students to basic concepts of microeconomic theory and its application on business operation and performance. It also provides a systematic introduction to the understanding of a number of major current economic issues regarding effective and efficient decision making, for both the individual consumer and the firm.
    • Business Law
      10 credits
      Business Law
      Scope of this module is to introduce students to the basic principles and business-related areas of law (Greek, English, & European Law), including business transactions, negligence & tortious liability, criminal law related to business, company law and e-business & m-business law.
    • Principles of Marketing
      10 credits
      Principles of Marketing
      This module explores the basic principles of marketing and their applications in the contemporary business environment. It describes the basic concepts and techniques that align with the adoption of a marketing philosophy in business, and explains the primary analytical tools that can be used for the design, implementation and control of a successful marketing plan.
    • Organisational Behaviour
      10 credits
      Organisational Behaviour
      This module introduces students to the field of organisational behaviour. It involves the study of individual and group behaviour in organisations and equips students with the conceptual and theoretical background necessary to understand and deal with the human factor in the business environment.
    • Economics for Business II
      10 credits
      Economics for Business II
      This module introduces students to the basic concepts of macroeconomic theory and its application on economic activity, At the same time, it provides a systematic introduction of how the macro economy operates. Students should also develop the ability to comprehend and discuss economic policies aimed at influencing macroeconomic indicators, such as economic growth, unemployment and inflation.
    • Optional Modules
      20 credits / Please refer to the list of optional modules below

    Optional Modules (Level 4)

    • Title
      Notes
    • Foreign Language I (Chinese I or Spanish I)
      20 credits / Yearly
      Foreign Language I (Chinese I or Spanish I)
      This module is designed for beginners with no previous knowledge of Chinese or Spanish. Students will learn to interact in a simple way about everyday needs and communicate using spoken and simple written language in a very narrow social or working environment.
    • Media, Communications, and Technology
      10 credits
      Media, Communications, and Technology
      This module introduces students to the theory and practice of mass communication. It provides a broad understanding of the role of mass media in contemporary societies. Special emphasis is given on recent developments in digital communications, the evolution of new media and the emergent new ways of addressing various audiences. The module also examines debates about globalisation and global means of communication.
    • Business Finance
      10 credits
      Business Finance
      This module presents the fundamental concepts of business finance. A successful business manager must be equipped with all the tools and methods that will help him reach a sound investment and financing decision for his/her business. Topics of interest are covered from both a manager’s and an investor’s perspective.

    Level 5

    • Title
      Notes
    • Enterprise and Innovation
      20 credits
      Enterprise and Innovation
      This module introduces students to the concepts of enterprise, entrepreneurship, and intrapreneurship, as well as innovation and the role of creativity in the innovation process.
    • Consumer Psychology and Buyer Behaviour
      20 credits
      Consumer Psychology and Buyer Behaviour
      This module introduces students to an essential component of marketing i.e. consumer insight. Building on key concepts and theories of consumer behaviour, it brings an understanding of consumers’ implicit and explicit motives when undertaking purchase decisions. Furthermore, it provides the appropriate knowledge and tools to apply relevant theories to marketing practice and strategy.
    • People Management
      10 credits
      People Management
      The module introduces students to the field of human resource management, placing equal emphasis on both the theory and practice of human resource management in contemporary organisations.
    • Research Methods for Business
      10 credits
      Research Methods for Business
      This module introduces students to the process of conducting research in the social sciences, with specific emphasis given to the quantitative skills needed for investigation and experimentation in the business area. The module’s approach consists of problem definition, model development, data collection, model implementation using data, model validation, results analysis, and managerial implications.
    • IMC and Branding
      10 credits
      IMC and Branding
      This module introduces students to marketing communication. It explores relevant theories and practices and analyses their role in developing and managing successful brands. It also provides knowledge on brand management and explores branding concepts, theories and practices and their role in developing and managing brand identity and equity. Furthermore, it links marketing communication to successful brand management.
    • Management and Cost Accounting
      10 credits
      Management and Cost Accounting
      This module introduces the student to cost accounting information within organisations, while focusing on managers’ basic needs. Additionally, the module explains and applies basic cost accounting techniques and compares actual costs with standard costs.
    • Project Management
      10 credits
      Project Management
      This module introduces students to specific managerial concepts and techniques useful in project management and prepares them on developing the capabilities required for effective project management. The module therefore includes both theoretical and practical approaches in managing efficiently people/teams, finance, time and quality within a project’s predefined framework.
    • International Business
      10 credits
      International Business
      This module provides a general framework towards the management of international business. The main aim of this module is to provide a solid understanding of the external, economy-wide factors and challenges that affect the performance and management of business in today’s global economy.
    • Optional Modules
      20 credits / Please refer to the list of optional modules below

    Optional Modules (Level 5)

    • Title
      Notes
    • Foreign Language IΙ (Chinese II or Spanish II)
      20 credits / Yearly
      Foreign Language IΙ (Chinese II or Spanish II)
      This module is designed for students whose previous qualification/experience is equivalent to level A1 (CEFR) or as a progression from Chinese I or Spanish I. This module aims to develop students’ competence to sustain conversations related to areas of most immediate relevance, to understand factual and routine information and to describe their experiences or other matters of personal interest in simple terms.
    • Management Information Systems
      10 credits
      Management Information Systems
      This module introduces students to the use of information systems and information technology in order to transform organisations and gain competitive advantage.
    • Financial Markets and Instruments I
      10 credits
      Financial Markets and Instruments I
      This module provides a thorough understanding of the money and capital markets along with the fundamental of the various products that are traded in these markets, such as bonds and stocks. Participants will acquire a rigid understanding of the modern portfolio theory that has set the foundations of the portfolio selection process. The relation between risk and return in the world of investments will be analysed in depth.
    • Web Design and Online Communication
      10 credits
      Web Design and Online Communication
      This module provides students with the basic understanding and skills for effective website design. It provides a theoretical and practical framework for the planning and creation of an integrated web presence and the successful use of digital technologies in order to effectively communicate with heterogeneous audiences across cultures and borders.
    • Operations Management
      10 credits
      Operations Management
      This module provides an introduction to the field of operations management, by highlighting the practical and applied techniques, which can improve an organisation’s quality and productivity. The module draws upon the participant’s knowledge of management, statistics and accounting. In addition it describes current trends, and introduces some important issues and developments in the field of operations management.

    Level 6

    • Title
      Notes
    • Strategic Management
      10 credits
      Strategic Management
      This module provides students the opportunity to operate systematically in a simulated complex corporate environment by sharpening their abilities to “think strategically,” to evaluate a company’s situation from a competitiveness and performance perspective, and to determine the actions need to be taken in light of all the relevant circumstances.
    • Strategic Marketing Planning
      10 credits
      Strategic Marketing Planning
      This module introduces students to the formulation and implementation of marketing management strategies and plans in the competitive global business environment.
    • Services Management
      10 credits
      Services Management
      This module provides knowledge on the challenges that organisations and professionals come across in creating and delivering high-quality services. The attraction, retention, and building of strong customer relationships through service quality are at the heart of the module content.
    • Advertising: Creativity from Brief to Production
      10 credits
      Advertising: Creativity from Brief to Production
      This module advances students’ understanding and basic technical skills on creating advertising material consistent with a company’s marketing and communications strategy. Students will thoroughly work on the interpretation of creative briefs, and will design and incorporate various elements that must be employed in order to maintain a consistent brand and corporate image.
    • Business Ethics and CSR
      10 credits
      Business Ethics and CSR
      This module provides students with knowledge and an understanding of the basic concepts involved with business ethics and corporate social responsibility.
    • Contemporary Issues in Business Management
      20 credits
      Contemporary Issues in Business Management
      This module explores issues of interest, debate and concern from a wide range of areas related to business management. Students will have considerable discretion to select topics from their area of preference, as well as the opportunity to draw on knowledge and competencies from all levels of their degree.
    • International Marketing
      10 credits
      International Marketing
      This module explores the complexities of global marketing. Students will undertake lectures on the theory and practice of international marketing management.
    • Digital Marketing Tools
      10 credits
      Digital Marketing Tools
      This module develops students’ theoretical and practical knowledge on a range of digital tools and channels available to the modern marketer and justifies their suitability and scope within a broader marketing strategy
    • Optional Modules
      30 credits / Please refer to the list of optional modules below

    Optional Modules (Year 4)

    • Title
      Notes
    • Foreign Language IΙΙ (Chinese III or Spanish III)
      20 credits / Yearly
      Foreign Language IΙΙ (Chinese III or Spanish III)
      This module is aimed at students whose previous qualification/experience in the language is equivalent to A2 level (CEFR), or as a progression from Chinese II or Spanish II. This module aims to improve students’ competence so that they can exchange information and express simple opinions in discussions with native speakers, understand main ideas and produce texts on familiar and routine topics
    • Startup Business Project
      10 credits
      Startup Business Project
      This module offers students a classical along with a contemporary approach to the issues underlying entrepreneurship and innovation and their contribution to the development and growth of modern small-medium businesses. It also pinpoints all managerial functions that allow for a successful startup and long-term operation of a business.
    • Managing Change
      10 credits
      Managing Change
      This module introduces students to a variety of situations in which strategic changes are necessary. Coping with change manifests itself as an additional element of organisational capability that leads to competiveness and success. Hence, students are expected to understand the challenges of managing change effectively and efficiently.
    • New Product and Service Development
      10 credits
      New Product and Service Development
      This module introduces students to the process, methods and tools of designing, developing and releasing successful new products and services.
    • Negotiations
      10 credits
      Negotiations
      This module introduces the science and art of negotiation through a combination of pertinent theory along with analysis of cases and exercises. It follows a practical, skills-oriented approach that is supported by a theoretically interdisciplinary syllabus with concepts drawn from decision sciences, psychology, as well as game theory.

    Attend the Intensive Programme starting February 2019 and complete your 1st year of study in one academic semester.

    This course is an intensive accelerated Foundation programme that will give students the chance to prepare for a university degree programme at BCA College. Participants will be able to develop their subject knowledge, English language skills and the study skills required for a degree programme. Students can study the BCA Foundation programme from February to July. Upon successful completion of this programme, they can then join their chosen bachelor’s degree programme at level 4 in the following October.

    The BCA Foundation Programme provides:

    • Iintensive modules which provide the requisite background for specific honours courses for those without the necessary qualifications;
    • access for non-traditionally qualified students to a wide range of business courses;
    • a broad grounding in academic principles and methods.

    Aims of the Programme

    The broad aim of the programme is to provide preparation for subsequent study at Honours degree level in Business and Management subjects as follows:

    Single Honours:

    • Business Management
    • Business Management [Marketing]
    • Business Management [Entrepreneurship and Innovation]
    • Accounting
    • Hospitality and Tourism Management
    • Shipping

     

    The programme aims to enable students to:

    1. Achieve a broad knowledge and understanding of a range of business related subjects;
    2. acquire a range of cognitive, generic and transferable skills, including those practical and technical skills and techniques appropriate to the study of Business disciplines, and to deploy these skills appropriately;
    3. acquire suitable background knowledge and understanding at level three in their chosen specialist fields to allow progression to level four degree courses in those subject areas.

    Programme Structure

    Module Credits
    English Language and Study Skills 30
    Quantitative Skills 10
    Intro to Accounting and Finance 20
    Intro to Marketing and Communications 20
    IT Skills 20
    Introduction to Economics 20


    Programme Delivery

    Spring Semester    
    Classes start Monday 11 February 2019
    Easter Break Monday 22 April – Friday 3 May 2019
    Classes resume Monday 6 May 2019
    Classes end Friday 17 May 2019
    Spring Semester Exams Monday 20 May – Friday 31 May 2019

     

    Summer Session  
    Classes start Monday 3 June 2019
    Classes end Friday 12 July 2019
    Summer Semester Exams Monday 15 July – Friday 19 July 2019
    September Resit Period Monday 2 September – Friday 6 September 2019

    Admission to Level 3

    All applicants should normally possess an Apolytirion of at least 12 or IB Diploma or equivalent. However, we would welcome students to apply who have an Apolytirion of less than 12 provided that their marks on relevant subjects achieved prior to the panhellenic exams in the final year of schooling are at the level of 12 or above.  Interviews will be conducted and applicants will be considered for their overall ability to attend the programme alongside all the above grades.
     

    Those who will attend our undergraduate programmes in English are required to submit one of the following certifications:

    • IELTS: a minimum score of 5.0 (with a minimum score of 4.5 in each component of the test)
    • Cambridge Certificate of Proficiency in English (CPE): Grade C and above
    • Cambridge Advanced Certificate  in English (CAE): B2 level and above
    • Cambridge First Certificate in English (FCE):  Grade C and above.
    • Examination for the Certificate Proficiency in English (ECPE): P (Pass) and above.
    • Examination for the Certificate Competency in English (ECCE): P (Pass) and above
    • Pearson Academic: 42 (with a minimum score of 40 in each component of the test)
    • BCA IELTS Placement Test : a minimum score of 5.0 (with a minimum score of 4.5 in each component of the test)

     

    Admission to Level 4

    Applicants can be admitted to the second year of undergraduate studies (Level 4) as long as the grade of their high school certificate (apolytirion) is 17 or above.


    Those who will attend second year modules in English should also submit one of the following certifications:

    • IELTS: a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)
    • Cambridge Certificate of Proficiency in English (CPE): Pass at C1 level
    • Cambridge Advanced Certificate  in English (CAE): Grade C and above
    • Cambridge First Certificate in English (FCE): Grade b and above.
    • Examination for the Certificate Proficiency in English (ECPE): P (Pass) and above.
    • Examination for the Certificate Competency in English (ECCE): P (Pass) and above.
    • Pearson Academic (PTE): 53 (with a minimum score of 51 in each component of the test)
    • BCA IELTS Placement Test : a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)

     

    International Baccalaureate Diploma Graduates

    Applicants can be admitted to the second year of undergraduate studies (Level 4) as long as the grade of their Diploma is 28 and above including at least 15 at higher level. IB students meet the English entry requirements if they attain a minimum of 4 points in English at higher level.
     

    Those who do not have at least 4 points in English and wish to attend second year modules in English should also submit one of the following certifications:

    • IELTS: a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)
    • Cambridge Certificate of Proficiency in English (CPE): Pass at C1 level
    • Cambridge Advanced Certificate  in English (CAE): Grade C and above
    • Cambridge First Certificate in English (FCE): Grade B and above.
    • Examination for the Certificate Proficiency in English (ECPE): P (Pass) and above.
    • Examination for the Certificate Competency in English (ECCE): P (Pass) and above.
    • Pearson Academic (PTE): 53 (with a minimum score of 51 in each component of the test)
    • BCA IELTS Placement Test : a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)

    The BA (Hons) Marketing, Advertising and PR is a four-year programme, designed to give a broad overview of the role, importance and implementation of marketing within various organisational formats. Marketing is a vital activity for most organisations, and its significance as a managerial function is growing rapidly in an ever more challenging and competitive global business environment. Hence, the programme offers students a thorough education on marketing principles and practice, with a consumer-centric perspective. The programme also ensures that all marketing students develop a foundational knowledge in management and general business administration. Overall, successful graduates should possess the desirable skill-set and qualifications valued by the marketing industry.


    The programme aims to:

    • Educate participants on the foundational principles that underlie key business functional areas.
    • Provide a critical overview of the role, activities and integrative nature of marketing within contemporary organisations.
    • Encourage critical thinking & effective problem-solving, and develop the participants’ creativity with the use of innovative teaching and assessment methods.
    • Develop participants’ practical skills and employability by focusing on the implementation of marketing theories and concepts within various organisational formats.
    • Examine ways through which new technologies can be implemented and optimised and develop measures for their evaluation.

    While most students will aim to achieve the full Bachelor’s qualification, all Bachelor courses offer the interim awards of Certificate of Higher Education or Diploma of Higher Education (both available with Merit or with Distinction) for students unable to complete their full programme of study.

    The full list of awards and their requirements is as follows:

    Award Title Notes
    Cert HE Certificate of Higher Education Marketing, Advertising and PR Awarded for 120 credit modules
    Dip HE Diploma of Higher Education Marketing, Advertising and PR Awarded for 240 credit modules
    Ordinary Degree BA Marketing, Advertising and PR Awarded for 320 credit modules
    BA BA (Hons) Marketing, Advertising and PR Awarded for 360 credit modules

    Dr. Zoi Anagnostidou graduated from the Economics Department of the University of Thessaly in 2004. Following, she received a postgraduate degree on Management with Marketing from the University of Bath (UK), and a PhD in Consumer Behaviour from the Athens University of Economics and Business (Department of Marketing & Communications). Since 2008 she has been teaching marketing and communication and has worked as a freelance analyst-consultant on various projects. Her current research interests lie in the areas of consumer behaviour and psychology, as well as corporate social responsibility.

    Campus Αθήνας - Κεντρική Εικόνα
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    Alexandras Avenue 205
    P.C. 115 23
    Access map
    +30 210 7253 783-6
    +30 210 7251563
    info@bca.edu.gr
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    CONTACT

    ATHENS
    Alexandras Avenue 205
    P.C. 115 23
    Access map
    +30 210 7253 783-6
    +30 210 7251563
    info@bca.edu.gr

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    Αριθμός Άδειας Λειτουργίας 98586/ΙΑ/19-07-2013 ΦΕΚ 2067
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