COURSE INFORMATION Course Title: ADVERTISING AND PUBLIC RELATIONS

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 311	B	5	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Dr. Gerti Dajçi gdajci@epoka.edu.al , 11:30-11:45
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Study program: (the study for which this course is offered)	Bachelor in International Marketing and Logistics Management (3 years)
Classroom and Meeting Time:	E-B33 11:40-14:30
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:	75% compulsory, 25% proper use it (No justification accepted)
Course Description:	Students can identify and define key concepts in advertising and marketing communications. Students can describe jobs in advertising, social and ethical issues that surround the practice of advertising, and the steps and processes involved in creating an advertising campaign.
Course Objectives:	The main objective of the course is to equip students with the basic knowledge of the advertising concepts, principles and techniques of public relations. Also, through the analysis of case studies, students will achieve a full understanding of how companies in Albania use these concepts, as well as being able to adapt successful practices and experiences of prestigious companies in the world.

BASIC CONCEPTS OF THE COURSE

1	The World of Advertising and IBP
2	Social Ethical and Regulatory Aspects of Advertising and Promotion
3	Advertising Integrated Brand Promotion and Consumer Behaviour
4	Advertising Research
5	Creative Message Strategy
6	Public Relations , Publicity, and Corporate Advertising
7	Writing to Clarify and Simplify the Complex
8	Crisis Communication

COURSE OUTLINE

Week	Topics
1	Course introduction/ Syllabus review
2	The World of Advertising and IBP (Ch.1) Describe the new world of branding. Define what advertising, advertising campaigns, and integrated brand promotion (IBP) are and what they can do. Explain advertising as a communication process via a model of mass mediated communication. Describe the different ways of classifying audiences for advertising and IBP. Explain advertising as a business process. Identify the various types of advertising and the economic effects of advertising. Identify the shift from advertising to integrated marketing communications to IBP.
3	Social Ethical and Regulatory Aspects of Advertising and Promotion (Ch.4) Understand a balanced perspective of advertising and IBP by identifying both benefits and problems of advertising and promotion and debating key issues concerning their effects on society’s well-being. Explain how ethical considerations affect the development and implementation of advertising and IBP campaigns. Explain the role of government agencies, consumers, and industry self-regulation for the regulation of advertising and promotion. Discuss the regulation of the full range of techniques used in the IBP process.
4	Advertising Integrated Brand Promotion and Consumer Behaviour (Ch.5) Describe consumer behaviour from a decision-making perspective and the four stages of the consumer decision-making process along with the roles of involvement, experience, memory, and emotion. Discuss consumer behaviour from a social and cultural perspective and the role of social class, taste, and cultural capital that influence consumer behaviour. Explain how meaning is derived from advertising and how effective advertising uses sociocultural meaning.
5	Advertising Research (Ch.7) Explain the purposes served by and the methods used in developmental advertising research. Identify sources of secondary data that can aid the IBP planning effort. Discuss the purposes served by and the methods used in copy research. Discuss the research methods used after ads are in the marketplace along with the differences between advertising research and account planning Quiz One (Ch 1,4,5,7)
6	Planning Advertising and Integrated Brand Promotion (Ch.8) Identify the seven components of an advertising plan. Explain the role of the introduction of an advertising plan and what it entails. Know what a situation analysis is and how it entails a cultural context, historical context, industry analysis, market analysis, and competitor analysis. Identify common advertising objectives and the differences between communications and sales objectives.
7	MIDTERM
8	Creative Message Strategy (Ch.10) Identify what creative message strategy is, and why it is important for advertisers and brands. Examine how the 10 objectives of creative message strategy are achieved and the implications of various methods used to execute each message strategy objective Executing the Creative (Ch.11) Identify the main members of a creative team and how the creative brief guides their efforts. 11-2 Detail the elements of copywriting for print media, including the headline, subhead, and body copy. 11-3 Detail the elements of copywriting for television and video. 11-4 Detail the elements of copywriting for radio and podcast advertising. 11-5 Describe the common copywriting approaches for digital, interactive, and mobile ads. 11-6 Identify the role of slogans/taglines in copywriting. 11-7 Identify the components of art direction that are essential in creative execution of print ads. Describe the production process in creating a television commercial.
9	Public Relations , Publicity, and Corporate Advertising (Ch.8) Describe the roles of public relations, publicity, and corporate advertising in the promotional mix. Compare the advantages, disadvantages, and effectiveness of public relations. Compare the different forms of corporate advertising.(Extra Reading Book by Belch & Belch)
10	Writing to Clarify and Simplify the Complex (Ch.3) (Extra Reading Book by Newsome & Haynes) Style and Content; Competition; Message, Recipients, Medium
11	Crisis Communication (Ch.14) (Extra Reading Book by Newsome & Haynes) All types of organizations are involved Quiz Two (Ch 6-9)
12	Group Presentations (Part 1)
13	Group Presentations (Part 2) / Final Review
14	FINAL EXAM

Prerequisite(s):	None
Textbook(s):	ADVERTISING AND INTEGRATED BRAND PROMOTION” By Close Scheinbaum; O’Guinn Semenik. 9th ed. 2023
Additional Literature:	ADVERTISING AND PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE” George E. Belch; Michael A. Belch PUBLIC RELATIONS WRITING: STRATEGIES & STRUCTURES” 11th ed. Doug Newsom & Jim Haynes
Laboratory Work:	n/a
Computer Usage:	yes
Others:	No

COURSE LEARNING OUTCOMES

1	The World of Advertising and IBP
2	Social Ethical and Regulatory Aspects of Advertising and Promotion
3	Advertising Integrated Brand Promotion and Consumer Behaviour
4	Advertising Research
5	Creative Message Strategy
6	Planning Advertising and Integrated Brand Promotion (Ch.8)
7	Creative Message Strategy

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in International Marketing and Logistics Management (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	3
2	Apply key theories to practical problems within the global business context.	4
3	Demonstrate ethical, social, and legal responsibilities in organizations.	3
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Use technology to enable business growth and sustainability.	4
6	Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability.	4
7	Apply the concepts and structures of modern marketing in global context at private and public sectors.	5
8	Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies.	2

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Presentation	1	20
Quiz	2	5
Final Exam	1	40
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	3	13	39
Mid-terms	1	3	3
Assignments	1	2	2
Final examination	1	3	3
Other	3	10	30
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5

CONCLUDING REMARKS BY THE COURSE LECTURER

Greetings Everyone. It is important for your education to participate in classroom discussions, case studies, or other opinions during class hours. This process is to gain knowledge on the subject or learn from each other. I wish you good luck in your endeavor.