Bachelor (Hons) in Marketing, Communications and Public Relations (taught only in Greek)
Creates Development Relations
The convergence of telecommunication and the endless improvement of computer technology generates new structure in our personal and corporate life as well. Hardware and software are mandatory elements for a company in order to be able to manage the internal and external information flow. Therefore, the course is required to: a) provide students with a strong conceptual framework for understanding the structure and operation of Business Information Systems; b) Allow them to develop a "socio-technical" approach to Information Technology, which connects the business with technology and people; and c) introduce students to the basic concept of computer architecture and various technologies in a network environment for the development and implementation of business applications.
The module introduces the students to the operations of accounting and intends to present and adopt the modern techniques of registrations of the transactions, and thus present the actual financial situation of the business. This is implemented through the analytical presentation of the diary of the transactions, so that the accounting provides the required financial protection of the business, and is helping to make the right decisions, and thus succeed their corporate goals. The students are presented with real life situations and are required to demonstrate their ability to identify problems and, then select, among alternative theoretical options, which one is more suitable to be applied in the specific situation.
The essence of Management refers to the role, functions and techniques of management. The module introduces students to the concept of management by exploring the roles and factions of managers and the way they will manage effectively in the business environment. It is also providing a framework to students to understand the interconnections of the different aspects of management, and how they fit together in an organization. Students will study all the relative areas (i.e. programming, types of goals, planning, steps of the process, who plans, why and when, etc.). They will also be introduced to the theoretical frameworks, concepts and principles, as well as, the research evidence that tests the theories.
This module aims to give an introductory course in modern Macroeconomic theory and its applications. The scope of the lectures will be focused on familiarizing the students with basic concepts of economic and monetary analysis, such as a) investment theory, b) the laws of supply and demand, c) monetary and fiscal policy, and d) international trade and economic development, among others. The theoretical framework of the lectures will be accompanied by case studies and workshops, which will focus on the interpretation and analysis of data, presented by a variety of sources of contemporary economic discourse. The module will also examine the effectiveness of economic theoretical framework on the tackling of modern economic issues, such as those of economic development, economic investment (local and foreign direct) and others. Finally, the course of the Hellenic economy throughout recent history will be reviewed, inside the economic and legislation frame of the European Union, with special note on fiscal activities and the engagement on international trade.
This is an introductory module where students are encouraged to develop a general understanding of the scope, nature and content of modern microeconomic theory and its applications. They will study the techniques of model building and analytical reasoning used in microeconomics, using diagrams, statistical charts and other tools. There is an emphasis on evaluating and solving real problems faced in market economies. More specifically, the laws that govern the behaviour of the consumer and the entrepreneur, the mechanisms that influence the change of those behaviors, the importance of reaching the market equilibrium. Finally, an attempt is presented to establish an insight into the ins and outs of the Hellenic micro-economic environment (i.e. the long-term existence of oligopolistic practices, the high inelastic cost of business, and others) and the methodology with which the theory can be applied to them.
The objective of the module is to approach Law in connection with People, Society, Economy and International Community. It will emphasize to the branch of Commercial and Business Law and in particular a) to the various types of trading companies recognized by Greek and E.U. Law, b) to the significance of cheques and bills of exchange and their applications to commercial transactions, and c) to the way that Greek law regulates bankruptcy. Students will be presented with examples of court decisions, which will clarify the way differences between partners and law offences are treated by the law. There will be cases of creating a commercial (profit) company, and a not for profit organization (NGO).
The module is designed to provide to the students with a further understanding of the total accounting process. They will understand the role of accounting in processing company data and controlling company assets. Further to the emphasis that is placed on understanding the reasons behind the required procedures and the learning of how to interpret financial data, the students will be familiarized with the deeper analysis of the accounting situation in a corporation, and the control of the financial statements. Practical situations will be critically analyzed with case studies, and other paradigms from the real world, so that the students will be more familiarized on how to implement the theory to practical situations.
This module will encourage students to develop an understanding of the main theoretical and conceptual frameworks and models that underpin analysis of all main operations of management. These frameworks will be developed and applied in appreciating the complexities involved in developing and applying policies and techniques to the resources of the organization. The module introduces students to the concepts of management by exploring the roles and functions of managers, and the ways they will be able to manage effectively in business environment. It also provides a framework to them in order to understand the importance of effective communication within an organization.
Introduction to Marketing
The aim of marketing module is to introduce students to the basic principles of marketing. Furthermore, is to develop a basic understanding of marketing within a firm. Key contents include Philosophy of Marketing, micro and macro environment, consumer behaviour, marketing research, segmentation and positioning. Emphasis will be given in theoretical analysis in order to develop basic marketing thinking. The objectives of the modules are to explain the importance of a target market and implementation of a marketing mix, to understand the consumer behaviour process and explore the different factors that influence it and articulate the segmentation and positioning techniques for the development of a marketing plan.
This is an essential module for Business Administration. It will concentrate on operations management which can be applied in general terms to almost all business activities from manufacturing, retailing, service and the public sector. Issues such as the business operations design, capacity management and control, customer service, inventory and distribution management, JIT and MRP philosophies, location and layout, new product and service development; production, operations procurement, quality management, queuing, supply chain management, and globalization which have become areas of concern in all organizations, will be discussed. The Operations Management module aims to introduce a big-picture overview of these essential functions within a company. The module objectives are to enable students understand the key concepts and the scope of operations management and to help them assess different framework of operations management.
Statistics is the scientific field that involves methods of collection, presentation and analysis of quantitative data in order to make better decisions under uncertainty. This module focuses on presenting various statistical techniques and their applications that assist in making business decisions. The theoretical framework of the module aims at encouraging students to identify and apply appropriate statistical techniques and methodologies for a variety of research questions, present and interpret statistical findings. This module will cover the basic tools used to describe data for the purposes of transforming data into information. In addition, the module will present basic probability concepts, rules and distributions in order to answer problems which involve business applications. An introduction to the fundamentals of statistical inference will be provided in order to show how it is possible to examine a sample of data to reach conclusions about population.
The module introduces students to the role and purpose of the management accounting within a business. This module cover issues arising from the application of modern management accounting techniques, such as: the application of Balance Scorecard, preparation quality cost report; managing environmental cost; Just in time; international aspects of management accounting, information for short and long term decision making, impact of risk and uncertainty within decision making, cost planning and analysis within competitive situations, modern competitive environment and international aspects of management accounting.
The module will introduce basic corporate and personal finance concepts, including the time value of money, financial markets, shares and bonds, financial risk and return, and the elements of investment. Student will become familiar with the key topics in financial theory and application as a basis for further studies in finance. The module also will introduce students to fundamental concepts underlying financial management, including how a business is financially structured and how to plan financially for business profitability.
The main aspect of Business & International Environment module is to provide students with an understanding of the increasingly complex global business environment, the challenges and dilemmas this presents for managers and organisations, and the variety of organisational forms and corporate strategies employed in contemporary international business. The module covers the major trade flows in the world, the politico-economic rationale for international trade, the specific market environments in which companies will operate, the role and importance of multinational enterprises in international business and the various tariff and non-tariff barriers to international trade. Furthermore, there will be an inquisitive analysis of the economic history of the twentieth century and the ever-increasing role of international organisations and their importance in managing the issue of global economic development and the impact on local economies. Finally, an extensive economic outlook on the specific of the Greek economy will be provided for students to comprehend the dynamics and flaws of the local business environment inside the space of international economic activities.
The aim of the module Marketing Practice is to introduce key terms and theoretical concepts, for all four components, product/service, price, place and promotion of the marketing mix and help students develop an understanding of the role of marketing within an organization. During the delivery of this module students will become familiar with various topics, including product portfolio, product development, branding, pricing techniques, integrated marketing communications and distribution channels. The module’s objectives are to present all elements of the marketing mix and underline its importance for the company’s viability and profitability. A second objective is to build a thorough understanding of the importance of marketing as a cross functional activity in the organizational context
Human Resources Management
This module aims to enable students to acquire knowledge and understanding of the core areas of human resource management (HRM) and to apply these in a range of organisational settings. It provides students with an understanding of the issues involved in the staffing of organisations, including the recruitment and selection of staff, their training and development, the ongoing challenges in motivating different kinds of employees, both in terms of rewards and pay as well as through the ways individuals and groups can be supported in their work. Main objectives are, the understanding of different key HR issues, the critical evaluation of their effectiveness and understanding of the necessity of integration of HR practices with the company’s strategy.
Integrated Marketing Communications
The module focuses on Integrated Marketing Communications (IMC) and its role concerning the brand loyalty and the enhancement of Brand Equity. The module covers also the new form of Advertising, where the emphasis is given to the planning and measuring of the effectiveness of the IMC programs. There will be presentations of cases of IMC plans which have been successfully implemented in local of international corporations, featuring on the elements that have played an important role in adding value to the companies. There will be discussions on these presentations and critical analysis on the reasons that have led to the selection of these elements. Possible alternative solutions will also be discussed.
The module aims to introduce to the students the main theoretical concepts of consumer behaviour and discuss the importance of exploring them in order to form a marketing strategy. It mainly focuses on why and how consumers make specific decisions and behave in certain ways - what motivates them - what captures their attention; what retains their loyalty and how in fact they decide to buy or not, and where and when to buy certain products and services and finally how this knowledge can be used in the marketing strategy. Students will be introduced to the theoretical frameworks, concepts and principles associated with the consumer buying process. Main objectives are to build a comprehensive framework in order students to be able to make practical decisions and help them understand how theories can be applied for delivering value proposals.
The main purpose of the public relations module is to introduce students to the basic theories and concepts of public relations theory and practice. Emphasis is given on corporate aspects of PR, PR and the marketing mix, PR budgeting, PR media scheduling and PR regulations and controls. The theory is followed by cases with practical examples that are a) presented by the tutor to explain with paradigms the application of the principle in practical problems, and b) prepared by the students and presented in the class, to be discussed and criticized by peer students. They need to respond to the questions and explain the reasons for their decisions and the selection of the specific tools for the presentation of their proposal.
The essence of the sales promotion module is to enable the students to understand and, then, be able to a) use effectively the sales promotion concepts and techniques in an integrated communication program; b) understand sales promotional tactics and plans, database methods, and e-commerce applications and c) know how to incorporate them in the integrated communication plan of a company. In order to realize and obtain these goals, the students will need to prepare draft plans, to present them in class, to explain the mechanics and the processes that they have used and discuss them with their classmates and the tutor. This will help them to understand better the process and the tools than need to be used in specific cases.
This module provides students with the knowledge and skills to carry out research in a business discipline. The emphasis is on how the information used to make business decisions is gathered and processed. This module demonstrates the major phases of the research process and the steps within each. Students will explore a variety of research approaches and will develop practical research skills including problem definition, research design, data collection and analysis. The module identifies and proposes different sources of research data and techniques for collecting primary and secondary data, including a broad coverage of sampling techniques. Both qualitative and quantitative research methods are covered. Students will develop basic skills in analyzing quantitative data, and in preparing and presenting research reports
Customer Relationship Marketing
Decision Support Systems are integrating into the business environment at unprecedented rates. CRM systems are a tributary to the overall large-scale ERP systems that inform business decisions, marketing planning and the formulation of business strategy. In this specific module a series of interesting topics are going to be discussed. In particular, the definition and justification of promotional strategies, the importance of promotion in specific markets, the long-lasting results of promotional strategies, the effects of techniques used in direct marketing, and customer loyalty programs, etc. Also, reference will be made in the history of modern business computing, the different aspects of digital business intelligence and the framework of modern Decision Support Systems in the context of the information age. Emphasis will be given in planning, implementing and evaluating integrated CRM actions.
The main content of the media planning module is how to evaluate and select appropriate media, in order to prepare effective media plans, and to develop appropriate budgets to support these plans. Therefore, students will learn how to allocate budgets in different media and choose the proper media for each product/service. All these areas of media planning will be covered by case studies and “real time” exercises. In practice, the students will be required to prepare a media plan and present it in the class to their classmates, explaining the arguments and the reasoning for their decisions. This will be discussed in the class, and the critical questions asked will need to be responded.
Public Relations Events & Activities
The main purpose of the public relations events and activities module is to introduce the students to the special events and activities they can use in making public relations programs. They will be introduced the theoretical concepts and principles associated with public relations events and activities. They will also study the kind of events we use in sponsorship, in exhibitions, and using volunteers. Given that we use case studies to drive the module and so full participation is expected. With these case studies, which will be based on real life situations, the students will be required to criticize the steps taken and the plan that has been followed, trying to find week points and propose alternative solutions, explaining their views and giving the reasons for their proposals.
The purpose of the Marketing Management module is to introduce students to advanced concepts for the management of marketing functions. A good foundation in Marketing Management is essential in developing an understanding of the integrated management of modern businesses. Furthermore, it is to develop critical thinking as regards marketing tools within a firm and develop a theoretical knowledge for the basic marketing models. Key contents include marketing planning and implementation, Situation Analysis, Marketing measurements and business analysis, product portfolio management and integrated communication strategy, integrated marketing plans and elements of marketing research. Emphasis will be given in the analysis of case studies in order to develop critical and analytical thinking.
The essence of Strategic Management concerns decisions about business models, business competitive position within the operating industry, and their competitive advantage. To come up with decisions upon these issues, it is necessary to analyze a number of factors that influence business at all levels. All these areas will be cover via a number of case studies. Key contents are theoretical frameworks, concepts and principles associated with these types of decisions well as the research evidence that tests the theories.
New Media Marketing
New media marketing, involving online and social communities, has become an essential marketing tool. Planning, executing and generating a rate of return from new media is a challenge. New media lie at the heart of the fundamental changes affecting marketing, as it seeks to respond to the challenges of the online environment and changes in the balance of power between organisations and consumers.
Corporate Communication & Image
The essence of the corporate communication and image module is to give a clear understanding of the modern corporate communication in the business era, and of the relevant applied practices, methods and strategies. Emphasis is given to the “stakeholders” management, the communication tools at the corporate level, the corporate identity and reputation, jointly with social accounting practices. There will be a case study on a local company, by which the theoretical issues will be applied in practice. There will be a discussion of the external factors that need to be taken into consideration, and their influence on the construction of such a case.
The essence of the Creative Advertising module is to enable the students to understand and use concepts and methods of Applied Creativity in advertising, in order to develop Creative Strategy and to apply effectively this creative process in Advertising. To help the understanding and the proper applications in practice of the theoretical elements, the students will be asked to prepare and present to the class a project of an advertising plan with concrete creative elements. This project will be presented in the class by a small group of students. They need to explain the elements of creativity that it has, why they have been selected and what are the outcomes expected from this mix. There will a discussion and a response to all questions that have been asked.
Entrepreneurship & Innovation
Entrepreneurship is defined using the management approach as a characteristic pattern of management behaviour which has innovation outcomes. Entrepreneurship is a pattern of behaviour capable of application to all types of organisation – public sector, not-for-profit and commercial organisations. Every organisation requires innovation expressed as a need to introduce and “make new things happen” for one reason or another. Given these facts, the essence of this module is to cover issues such as Creativity and Innovation, Entrepreneurial Management and value creation concepts and theories.
Project I & II
During the final year of the Degree the students will be required to complete and submit a project on business applications in the form of an individual extended assignment. This final project is based on a literature review, a framework for the analysis is chosen and a primary research follows. The analysis of research data marks the end of the field work. The final report is based in the analysis and implementation of a focused real business issue. Proposals and conclusions reveal the end of the project.Given the complexity and scope of the above task, this module is designed to span the whole of year 4 (i.e. semesters 1 and 2 of this year) and is considered to represent a double module.
The profession you have chosen...
Nowadays, sales constitute the major problem in the business world. Within a global economy, businesses find it difficult to easily and clearly communicate their message to their target customers, as on the one hand, there are lots of messages addressed to them ,and on the other hand, target customers demand explicit and ample information. The effective communication of the message, which is significant both for the company and for its products/services, and pointing out the benefit for the customer from special offers, and all these at the right time, and at the lowest cost, are some of the main subjects that students will be familiarized with and will learn to handle.
How to succeed...
To succeed in his/her mission leading the organization to thw development, a manager is necessary to be suitably educated and trained. For an effective and efficient management and a successful career, managers should have ample knowledge and be trained in both traditional sciences helping them develop all necessary capabilities (finance, accounting, statistic), and in behavioural studies providing deep understanding of the motives and actions of individuals (psychology, sociology, etc) as well as of the communications. In such an information rich environment, the development of assessing and communicative skills is of critical importance.
The graduates of this program are able to respond to the requirements of the following, among others:
• Manager or executive officer in advertising companies
• Manager or executive officer in the advertising department of an organization
• Manager or executive officer in a communication and Public Relations company
• Manager or executive officer in a company supporting promotion and communications (Direct Mail, call centers, printing, imaging, creative, etc.)
• Manager or executive officer in a company organizing or supporting events (catering, audio, visual, etc.)
• Senior manager in companies and organizations.
Undergraduate entry requirements
Students, interested in attending four-year programs must be graduates of a technical or a general Greek Lykeion (High School).All core reading that is required in order to engage with the learning outcomes of the programme are in Greek. In order to enhance your learning opportunities we will also recommend additional reading in English. This reading is not essential to engage with the learning outcomes of the programmes, but will enhance your experience. We offer in-house English language tutoring and regular classes to help improve your English for Business, should this be required.
Each academic year, registration commences 1st June and ends 30rd October.
The following need to be submitted in order to register for Bachelor courses:
- Two copies of the High School Diploma (certified by the principal or a lawyer)
- 4 colour passport size photos (3x4,5)
- A copy of your identification card.
- A completed application form for a specific course of study (supplied by the secretariat.
To the students are given the possibility of suspended from military duties until they reach their 25th years of age.There is a special process for the enrollment in each of the Faculties in the College. You can visit the ICBS facilities in Thessaloniki and Athens so as to be informed in person.
By registering at ICBS, students simultaneously enrolled in the University of Winchester, which grants the student card.