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
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.
- Why choose Marketing, Advertising and PR?
- Course Structure
- New February Intensive Courses
- Entry Requirements
- Philosophy and Aims
- Award Titles
- Programme Manager
- Contact Form
Level 3
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- 20 credits / YearlyEnglish Language and Study Skills A – 1This 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.20 credits / YearlyEnglish Language and Study Skills B – 2This 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.20 creditsIntroduction to BusinessThis 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.10 creditsIT SkillsThe 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.20 creditsIntroduction to EconomicsThis 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.10 creditsQuantitative SkillsAssuming 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.20 creditsIntro to Accounting and FinanceThis 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.20 creditsIntro to Marketing and CommunicationsThis 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
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- 20 credits / YearlyAcademic English and Personal Development AThis 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.20 credits / YearlyAcademic English and Personal Development BThis 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.10 creditsQuantitative AnalysisThis 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.10 creditsManagementThis 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.10 creditsAccounting for BusinessThe 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.10 creditsEconomics for Business IThe 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.10 creditsBusiness LawScope 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.10 creditsPrinciples of MarketingThis 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.10 creditsOrganisational BehaviourThis 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.10 creditsEconomics for Business IIThis 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.20 credits / Please refer to the list of optional modules below
Optional Modules (Level 4)
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- 20 credits / YearlyForeign 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.10 creditsMedia, Communications, and TechnologyThis 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.10 creditsBusiness FinanceThis 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
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- 20 creditsEnterprise and InnovationThis module introduces students to the concepts of enterprise, entrepreneurship, and intrapreneurship, as well as innovation and the role of creativity in the innovation process.20 creditsConsumer Psychology and Buyer BehaviourThis 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.10 creditsPeople ManagementThe 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.10 creditsResearch Methods for BusinessThis 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.10 creditsIMC and BrandingThis 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.10 creditsManagement and Cost AccountingThis 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.10 creditsProject ManagementThis 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.10 creditsInternational BusinessThis 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.20 credits / Please refer to the list of optional modules below
Optional Modules (Level 5)
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- 20 credits / YearlyForeign 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.10 creditsManagement Information SystemsThis module introduces students to the use of information systems and information technology in order to transform organisations and gain competitive advantage.10 creditsFinancial Markets and Instruments IThis 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.10 creditsWeb Design and Online CommunicationThis 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.10 creditsOperations ManagementThis 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
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- 10 creditsStrategic ManagementThis 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.10 creditsStrategic Marketing PlanningThis module introduces students to the formulation and implementation of marketing management strategies and plans in the competitive global business environment.10 creditsServices ManagementThis 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.10 creditsAdvertising: Creativity from Brief to ProductionThis 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.10 creditsBusiness Ethics and CSRThis module provides students with knowledge and an understanding of the basic concepts involved with business ethics and corporate social responsibility.20 creditsContemporary Issues in Business ManagementThis 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.10 creditsInternational MarketingThis module explores the complexities of global marketing. Students will undertake lectures on the theory and practice of international marketing management.10 creditsDigital Marketing ToolsThis 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 strategy30 credits / Please refer to the list of optional modules below
Optional Modules (Year 4)
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- 20 credits / YearlyForeign 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 topics10 creditsStartup Business ProjectThis 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.10 creditsManaging ChangeThis 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.10 creditsNew Product and Service DevelopmentThis module introduces students to the process, methods and tools of designing, developing and releasing successful new products and services.10 creditsNegotiationsThis 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.
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.
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