BIS

Java: Tema
1: Basic advertising and promotional concepts, history and key definitions. Presentation of the literature and basic resources of the subject, presentation of the syllabus and the evaluation process.
2: Introduction to the Integrated Marketing Communication Strategy
3: The role of IMC in the marketing process
4: Organization of advertising and promotion; the role of advertising agencies and other marketing communication actors
5: Consumer behavior; consumer decision-making process and the hierarchy of needs
6: Defining the objectives and budgeting the promotion plan
7: Planning and developing a creative strategy in advertising and promotion
8: Midterm exam
9: Implementation of the creative strategy and evaluation methods
10: Media strategy and media planning
11: Direct Marketing
12: Advertising and promotion on the Internet and interactive media
13: Measuring the effectiveness of the promotional program
14: Advertising and promotion in the international contest
15: Presentation of the students' projects.
16: Final Exam

1: At the end of this course, students will be able to recognize the theories and main concepts on advertising and promotion
2: Students will acquire knowledge on integrated communication and the application of advertising in accordance with this concept
3: Students will gain knowledge on consumer behavior, customer decision-making process and the hierarchy of needs
4: Students will be able to draft, evaluate and implement the advertising and promotion plan

Reklama dhe Promocioni