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Advertising and Communication Management

9003 · Athens University of Economics and Business · Athens University of Economics and Business

Volgens de syllabus 2026-27: IMC, branding, consumentengedrag, creatieve strategie, digitale advertising, media, effectiviteit, AI, influencers en ethiek.

  • 14 hoofdstukken samengevat
  • 58 oefenvragen met uitleg
  • 319 begrippen
  • Bijgewerkt op

Hoofdstukken

  1. Week 1: Advertising and Integrated Marketing Communications
  2. Week 2: IMC, Branding, Positioning and Consumer Engagement
  3. Week 3: Consumer Behaviour and the Communication Process
  4. Week 4: Creative Strategy, Planning and Development
  5. Week 4: Creative Strategy, Implementation and Evaluation
  6. Week 5: Digital Advertising as a System
  7. Week 6: Media Strategy and Scheduling
  8. Week 7: Customer-Based Brand Equity and Broadcast Media
  9. Week 7: Print, Radio, Online and Social Media, and the Other Promotional Tools
  10. Week 7: Case Study Analysis, Keller's CBBE Pyramid
  11. Week 8: Measuring Effectiveness and Evaluating Campaigns
  12. Week 9: Advertising and AI, Current Trends
  13. Week 10: Influencers, Video Games, International Advertising and Ethics
  14. Exam focus: How the definition of advertising has changed over time

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