EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2024-2025 ACADEMIC YEAR
COURSE INFORMATIONCourse 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) | Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al |
| Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | M.Sc. Viola Xhafa vxhafa@epoka.edu.al , 11:40 - 12:00 |
| Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) 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 08:40-11:30 |
| Teaching Assistant(s) and Office Hours: | NA |
| 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 provide students with foundational knowledge of advertising concepts, principles, and public relations techniques. Through the analysis of case studies, students will gain insight into how companies in Albania apply these concepts, while also learning to adapt successful practices from leading global brands. The course will emphasize understanding the underlying frameworks of advertising and PR, staying up-to-date with the latest industry trends, and fostering a hands-on approach, enabling students to apply their learning in real-world scenarios. |
|
BASIC CONCEPTS OF THE COURSE
|
| 1 | Integrated Marketing Communications (IMC) |
| 2 | Consumer Behavior |
| 3 | Advertising |
| 4 | Public Relations (PR) |
| 5 | Media Planning and communications |
| 6 | Creative Strategy |
| 7 | Ethics in Advertising |
| 8 | Globalization in Advertising |
| 9 | Digital Marketing |
| 10 | Promotional mix |
|
COURSE OUTLINE
|
| Week | Topics |
| 1 | Course introduction/ Syllabus review |
| 2 | The World of Advertising and the shift from advertising to integrated marketing communications. Recap of Marketing principles. |
| 3 | Integrated Marketing Communications in the Digital Age. Role of IMC in the 21st Century.ey Concepts: The Shift from Traditional to Digital Marketing Evolution of IMC Strategies with Social Media and Digital Tools The Impact of Globalization on Advertising |
| 4 | Government, Corporate, and NGO Perspectives on Advertising. The Role of Advertising in Public Policy and Social Change |
| 5 | The Psychology of Consumer Behavior. : Understanding the Consumer Decision-Making Process The Role of Emotions, Perception, and Motivation in Advertising and Public Relations |
| 6 | Creative Advertising Strategy and Planning. Key Concepts: Crafting a creative strategy: from the creative brief to the final ad o Case studies of successful creative ad campaigns (David Ogilvy's work) .Role of ethics in creating ad content |
| 7 | MIDTERM |
| 8 | Advertising Media and Formats, media planning and budgeting. • Key Concepts: Media planning: choosing the right channels (TV, digital, print, social),Setting an advertising budget and measuring ROI ,Comparison of corporate vs NGO/government budgeting strategies |
| 9 | Public Relations , Publicity, and Sales Promotion. 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 | Ethics and Social Responsibility in Advertising. Advertising’s influence on societal values (consumerism, body image, environmentalism). Corporate social responsibility (CSR) in advertising |
| 11 | Crisis Communication and The Role of PR in Crisis Management and Image Building (Ch.14) (Extra Reading Book by Newsome & Haynes) Regulations and stakeholder Influence Ethics and Social Responsibility in Advertising |
| 12 | Global Advertising Strategies / Group Presentations (Part 1) |
| 13 | The Future of Advertising. Trends and Innovations in Advertising / Group Presentations (Part 2) / Final Review |
| 14 | FINAL EXAM |
| Prerequisite(s): | Curiosity beyond the classroom |
| Textbook(s): | ADVERTISING AND INTEGRATED BRAND PROMOTION” By Close Scheinbaum; O’Guinn Semenik. 9th ed. 2023 ADVERTISING AND PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE” George E. Belch & Michael A. Belch 12th ed. 2021 |
| Additional Literature: | PUBLIC RELATIONS WRITING: STRATEGIES & STRUCTURES” 11th ed. Doug Newsom & Jim Haynes Advertising in the Age of Programmatic: How AI is Transforming Advertising" (2021) by Matthew L. Jones "Marketing 5.0: Technology for Humanity" (2021) by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan "Cause-Related Marketing: A Winning Strategy in a Global and Social Context" (2022) by Josée Johnston et al. Digital and Social Media Marketing: A Results-Driven Approach" (2021) by Aleksej Heinze et al. |
| Laboratory Work: | n/a |
| Computer Usage: | yes |
| Others: | No |
|
COURSE LEARNING OUTCOMES
|
| 1 | Understanding the Evolution of Advertising and Public Relations, including key milestones and influential figures such as Edward Bernays and David Ogilvy |
| 2 | Analysis of the Integrated Marketing Communications (IMC) in the Digital Age, particularly with the rise of social media, digital marketing tools, and the effects of globalization. |
| 3 | Evaluating Advertising’s Role in Public Policy and Social Change, to compare and critique the use of advertising by governments, corporations, and NGOs in promoting public policy and driving social change |
| 4 | Understanding the Consumer Behavior and Decision-Making Processes, influenced by advertising and PR strategies, applying consumer psychology concepts. |
| 5 | Developing a Creative Advertising Strategy |
| 6 | Learning to to design media plans, select appropriate advertising channels, set budgets, and measure return on investment (ROI) for various campaigns. |
| 7 | Understanding the Role of Public Relations and Sales Promotion in IMC. Insights from the Albanian market. |
| 8 | Understanding Crisis Communication and PR’s Role in Crisis Management |
| 9 | Applying Global Advertising Strategies and Exploring Future Trends |
| 10 | Evaluating the Ethical and Social Responsibility Aspects of Advertising |
|
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
|
| Project |
1
|
25
|
| Final Exam |
1
|
35
|
| Attendance |
10
|
|
| 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
|
|
This course upholds the highest standards of academic integrity. All work must be original, with proper citation of external sources; and reusing assignments from other courses is not permitted. Students are allowed to leverage AI tools,to enhance learning while maintaining a hands-on approach to coursework. The course is structured around key expectations: fostering intellectual curiosity, active participation, openness to constructive feedback, and collaboration with peers. Adherence to deadlines is essential, as is the encouragement of creativity and thoughtful risk-taking. Above all, respect for others is a core, non-negotiable value. By adhering to these principles, students will be well-equipped to engage deeply with the material and excel in their understanding of advertising and public relations. |