Code Course Type Regular Semester Theory Practice Lab Credits ECTS
BUS 432 B 2 3 0 0 3 7.5
Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Mirdaim Axhami , Ph,D Teoman Duman
Second 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
Classroom and Meeting Time:
Course Description: This course is designed to cover integrated marketing communications theory and practice. The course content assembles advertising theories and research, case studies and promotional planning in different business contexts. Focus in course implementation is given to modern communication techniques and tools including mobile technologies and social media communications.
Course Objectives: Course objectives include having students; comprehend main communication theories relevant to advertising management; learn from practical applications of communication and advertising theories through case studies, and; develop skills by preparation of a social media promotion plan for a local business
Week Topics
1 Course Introduction and planning Chapter 1: An Introduction to Integrated Marketing Communications; Case study presentation 1
2 Chapter 2: The Role of IMC in the Marketing Process Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations; Case presentations 2 and 3 Establishment of case study presentation groups and dates Establishment of promotion plan groups Chapter 15: Social Media Marketing Plan (Barker et al. 2013) Appendix: Barker et al. (2013)
3 Chapter 4: Perspectives on Consumer Behavior Chapter 5: The Communication Process; Case presentations 4 and 5
4 Group meetings to identify businesses in Albania for promotion plans
5 Chapter 6: Source, Message and Channel Factors Chapter 7: Establishing Objectives and Budgeting for the Promotional Program; Case presentations 6 and 7
6 Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Case presentations 8 and 9
7 Midterm exams
8 Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Media: TV and Radio; Case presentations 10 and 11
9 Chapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support Media Case presentations 12 and 13
10 Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media; Case presentations 14 and 15
11 Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity and Corporate Advertising: Case presentations 16 and 17
12 Chapter 18: Measuring the Effectiveness of the Promotional Program Chapter 19: International Advertising and Promotion Case presentations 18 and 19
13 Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion; Case presentations 20 and 21 Chapter 22: Personal Selling (Online) (Eliminated)
14 Group project presentations , Next week: Final Exam
Prerequisite(s): Introductory marketing courses
Textbook: Belch, G. E. and Belch M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill: New York, NY, USA. Barker, M., Barker, D., Bormann, N. and Neher, K. (2013). Social Media Marketing: A Strategic Approach. Cengage Learning: Boston, MA, USA.
Other References: Mahoney, L. M. and Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. John Wiley and Sons Inc.: West Sussex, UK. Minazzi, R. (2015). Social Media Marketing in Tourism and Hospitality. Springer: London, UK
Laboratory Work: No
Computer Usage: Yes
Others: No
1 Evaluate and comment on the role of communication and advertising theories in business
2 Use main concepts of advertising management in devising promotion plans
3 Propose social media communication strategies for companies
4 Devise a promotion plan for a local business in Albania
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Master of Science in Economics Program
1 Students apply advanced knowledge in economics 1
2 Students explain the interaction between related disciplines and economics 5
3 Students apply scientific methods to address economic problems 4
4 Students define existing theory in a specialized branch of economics 3
5 Students critically evaluate knowledge in economics and carry out advanced research independently 2
6 Students develop economic models and formulate policy options 2
7 Students make an original contribution to the discipline 2
8 Students effectively communicate in a variety of professional and academic contexts 4
9 Students will develop new strategic approaches for unexpected, complicated situations in economics and take responsibility in solving them 2
10 Students uphold and defend ethical values data collection, interpretation and dissemination 4
11 Students use advanced empirical analyses to address social problems 4
12 Students interact with professional networks in their field of specialization 5
Method Quantity Percentage
Midterm Exam(s)
Case Study
Final Exam
Total Percent: 100%
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 3 12 36
Hours for off-the-classroom study (Pre-study, practice) 5 12 60
Mid-terms 1 2 2
Assignments 1 40 40
Final examination 1 2 2
Other 1 10 10
Total Work Load:
Total Work Load/25(h):
ECTS Credit of the Course: