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BA in Marketing & Advertising

“You can say the right thing for a product and no one will hear. You have to say it in a way that will make people feel it in their heart. Because if they don’t feel it, nothing will happen”

Bill Bernbach, creative director, founder of DDB

The Marketing and Advertising programme offers complete studies on Marketing and Advertising covering, in a global way, all necessary areas. A graduate of this programme, with the knowledge gained, can be employed in the Creative or Customer Service departments of Advertising companies, pursue a career in the Marketing Department of a company or industry, in Public Relations or the Advertising departments of mass media, studios, TV and Cinema production companies.

It is a three year programme of a Bachelor of Arts level, by Middlesex University. Applicants must have completed secondary education. The programme is taught in Greek, while it is important to have good knowledge of English, as part of the written work during the first two years of studies, as well as the Dissertation and Main project in the third year of studies, are submitted in English.

*This programme is quality assured by Middlesex University and you will receive a Middlesex award on successful completion.

 

Year 1

The first year of this programme develops your theoretical foundations. The following are analysed:

  1. The message and its meaning.
  2. Its relation with the Marketing aims.
  3. How these aims arise from the market forces (parameters and phenomena which form the dynamics and the identity of the economy), in which our business and advertising activity takes place.

Foundations to understand:

  1. The “Advertising phenomenon”.
  2. The business necessity for brands to develop an entity so as to “exist” in the market.

In order to acquire knowledge and understanding of the rules and roles of the market and companies, you will be introduced and will analyse principles such as:

  1. Basic company principles.
  2. Marketing.
  3. PR (Public Relations).

In addition, you will delve into advertising, through a historical, social and cultural perspective. As such, you will be able to understand and acknowledge:

  1. The “values of advertising”.
  2. What is consisted in Strategy development and design.
  3. The methods for imprinting requirements and developing a strategy context.
  4. How, through all of the above, will the creative concept arise
  5. Thought the “consumer behavior” classes, you will get to know the methods and psychological tools used in contemporary Research and Consumer Psychology, in order to approach the desires, needs and trends of the Target Group.
  6. In the module “Consumer psychology & Media research” you will discover how research findings can be used so as to select the appropriate media to transfer your message to the appropriate social / financial group, which is the goal of your communication attempt.

Modules

Semester 1
Introduction to Marketing & Business Nature of Advertising Consumer psychology & Media research

Semester 2
Marketing Management & Business statistics Advertising tools & methods Consumer behavior & Media planning

Year 2

In the second year you are called upon to apply knowledge gained during the first year, giving you the motives and incentives to create, as:

  1. Modules are more practical.
  2. They are based on intense use of examples.
  3. Aim to complete your knowledge.

So that, whichever is the professional direction you will choose to follow (Advertising or Marketing), you will be able to appropriately evaluate a proposal, even if it is not created by you.

Sales Techniques and methods for maximization of profit in product promotion will be studies through the following classes:

  1. “Sales Management”
  2. “Direct Marketing”
  3. “Below-the-Line activities”

Through the module “Creative Advertising principles & techniques” you will learn about the meaning of concept, the operation of text and the interaction with image in the class:

  1. “Creative text writing”

The “Creative Advertising” class will bring you in contact with:

  1. Graphic Design rules.
  2. Principles of Visual Communication.
  3. Elements of Typography for the creation of an advertising insert and print.

The “Contemporary Methods and Alternative Media” module will teach you:

  1. The rules and operation of the “Moving Image” and Electronic Media.
  2. The developments and techniques of the “New Media” related to the digital technology and the rapid development of communication through the internet.

Modules

Semester 3
Selling in theory & practice Creative Advertising principles & techniques Introduction to electronic Media

Semester 4
Sales: strategies & methods Developing Advertising concepts Contemporary methods & alternative Media

Year 3 (Final year of the Bachelor Degree)

The third year of your studies will lead you to the practical application of all you have been taught during the previous two years and prepare you in starting your professional career.

It is important to highlight that a large part of your work (Dissertation and Main Project) is completed in collaboration with a supervisor of your choice. This will offer you the opportunity to develop your skills and make use of the knowledge gained, in a completely personal way.

  1. During the 5th semester you are called upon to develop a Dissertation of 5,000 words, on a topic of your choice, from a broad spectrum of Marketing or Advertising topics.
  2. You will participate in the subject “Marketing and Advertising I”, which takes place in one week in class. During this exercise the supervisor will give a project which will aim to develop a particular product plan, i.e. the design of all activities that will determine the course of an existing product in the market.
  3. In the 6th semester you are to attend “Marketing and Advertising II”, the continuation of the previous project, now focusing on the advertising support for the product for which you had set the goals and strategic context in the previous semester.
  4. At the same time you are to complete your Main Project, a complete proposal, either for the development of a complete Marketing Plan or an Advertising Campaign.
  5. This project, as with your Dissertation, will be presented at the amphitheater in the presence of an audience, as it is practically the highlight of your studies.
  6. Finally, you will participate in the “Career Planning” workshop, during which all parameters and techniques for best presenting yourself and improving on your skills are analysed, so as to enable you to move onto the employment market with the necessary tools, directly after your graduation.

Modules

Semester 4
Historical & Cultural Issues & Creativity Development Ι Marketing & Advertising I Career Planning

Semester 5
Main Project Marketing & Advertising IΙ (Subject)

 

In tertiary education, learning and teaching are distinguished for their gradually increasing attempts for self directed independent learning.

AKTO’s learning and teaching practices aim at developing autonomous personalities who can manage the knowledge produced. In a continuously changing professional environment, this educational commitment is of critical importance so as to secure students’ ability to remain competitive.

Art and Design studies at AKTO are based on a broad teaching and learning design. Amongst some of the teaching methods used are the following: Seminars focusing on the theory, lectures on relative topics, as well as workshops, presentations, educational excursions, competitions etc.

Teaching and Learning strategies are divided into three main categories:

Α. Projects – Seminars – Assignments – Lectures

In seminars and lectures students acquire access to notes, video projections and the required bibliography, in order to enable them to learn about all the different aspects of their discipline. Lectures contribute to absorbing basic knowledge, while seminars cultivate critical thinking and ability for multilateral communication. When necessary, extra lessons are also offered, in order to empower students’ learning.

The project briefs, which vary in number for each module and semester, include a detailed description of the requirements of a topic as well as the assessment criteria for the project.

Students’ progress is monitored through project assessment as well as various tests undertaken during seminars and lectures.

B. Additional teaching and learning methods

Knowledge and skills acquired during lectures, seminars and projects is enriched further through activities, such as visits to exhibitions, museums, factories, educational excursions, as well as participation in competitions, exhibitions of student works etc. These activities assist students in absorbing the basic concepts and experiencing their application in real life conditions.

AKTO has a long relation with the industry and the artistic community. This means that, throughout the course of their studies, they will have the opportunity to acquire updated information on important events and developments in their field.

C. Independent learning with the assistance of a supervisor

Supervisors are of vital importance to the entire programme of studies, especially during the final year leading to the Bachelor degree, during which regular meetings with a supervisor are the main teaching method used. The transition from a traditional form of learning to a more autonomous is in line with the general academic strategy of AKTO.

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Athens Campus

11Α Evelpidon Street (Pedion Areos)
Athens, 113 62
Tel: 210 52 30 130, Fax: 210 38 13 700

Thessaloniki Campus

38-40 26th October & Andreou Georgiou Streets
(next to MET HOTEL) Thessaloniki, 546 27
Tel: 2310 221 231, Tel/Fax: 2310 544 723

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