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Αξ. Φαμ: 22 879250 27 Ιοςνίος 2017

Πξνο,

θπξία Μαίξε Κνπηζειίλε

Πξφεδξν πκβνπιίνπ Φνξέα

Γηαζθάιηζεο ηεο Πνηφηεηαο ηεο Αλψηεξεο Δθπαίδεπζεο (ΓΙ.Π.Α.Δ.)

Γσλία Κίκσλνο θαη Θνπθπδίδνπ

1434, Λεπθσζία

Αμηφηηκε θπξία,

Θέμα : Απανηηηική επιζηολή για ηην Έκθεζη Δξωηεπικήρ Αξιολόγηζηρ –

Πιζηοποίηζη ηος Ππογπάμμαηορ ποςδών « Digital Marketing » ( 2 Years,

plus an Optional Foundation Year Diploma)

Αλαθνξηθά κε ην πην πάλσ ζέκα, ζα ζέιακε αξρηθά λα επραξηζηήζνπκε ηνλ Φνξέα

Γηαζθάιηζεο Πνηφηεηαο ηεο Αλψηεξεο Δθπαίδεπζεο θαη ηελ Δπηηξνπή Δμσηεξηθήο

Αμηνιφγεζεο ηνπ πξνγξάκκαηνο πνπδψλ ηεο ρνιήο καο γηα ηελ Έθζεζε Δμσηεξηθήο

Αμηνιφγεζεο. Δπηπιένλ, ζα ζέιακε λα ζαο επραξηζηήζνπκε γηα ηα ζρφιηα, ηηο

παξαηεξήζεηο θαη ηηο εηζεγήζεηο ζαο.

Πην θάησ ζαο επηζπλάπηνπκε ηηο δηνξζψζεηο θαη ηηο πξνζαξκνγέο πνπ αθνξνχλ ζην

Πξφγξακκα «Digital Marketing» (2 Years, plus an Optional Foundation Year Diploma),

κε βάζε ηηο εηζεγήζεηο ηεο Δπηηξνπήο Δμσηεξηθήο Αμηνιφγεζεο.

Παξαθαιψ ζεκεηψζηε φηη έρνπκε πηνζεηήζεη ηηο εηζεγήζεηο ηεο Δμσηεξηθήο Δπηηξνπήο

Αμηνιφγεζεο γηα ηελ βειηίσζε ηνπ Πξνγξάκκαηνο. Αμίδεη λα αλαθεξζεί φηη ην

πξφγξακκα ππνβιήζεθε αξρηθά γηα αμηνιφγεζε ιακβάλνληαο ππφςε ηηο εηζεγήζεηο

ηεο πξψηεο Δπηηξνπήο Αμηνιφγεο. Η έθζεζε αμηνιφγεζεο ηεο δεχηεξεο επηηξνπήο

ζπγθξνχεηαη ζε θάπνηα ζεκεία κε ηελ πξψηε ψο εθ ηνχηνπ ίζσο ζα ήηαλ πην

επηθνδνκεηηθφ νη αμηνινγήζεηο λα πξαγκαηνπνηνχληαη απφ ηελ ίδηα Δπηηξνπή.

Με εθηίκεζε,

________________________

Γεώπγιορ Κακούπηρ

Γιεςθςνηήρ

Ledra College

Σελίδα 2 από 103

ΠΔΡΙΔΧΟΜΔΝΑ

1. θνπφο θαη Mαζεζηαθά Aπνηειέζκαηα ηνπ Πξνγξάκκαηνο πνπδψλ ........... 3

2. Γνκή θαη Πεξηερφκελν ηνπ Πξνγξάκκαηνο πνπδψλ - Αλάγθε κηθξψλ αιιαγψλ ηνπ πξνγξάκκαηνο ζπνπδψλ θαη ηνπ πεξηερνκέλνπ νξηζκέλσλ καζεκάησλ, ζχκθσλα κε ηηο ζπζηάζεηο ηεο επηηξνπήο .............................................. 4

3. Τπνζηήξημε ηνπ Γηδαθηηθνχ Έξγνπ – Βηβιηνζήθε ................................................. 4

4. Kξηηήξηα Eπηινγήο ............................................................................................................ 4

5. Νέν θαη Τθηζηάκελν Γηδαθηηθφ Πξνζσπηθφ ............................................................. 4

6. Nέν Γηδαθηηθφ Πξνζσπηθφ, Μαζήκαηα θαη Πεξηφδνη Γηδαζθαιίαο ζην Πξφγξακκα πνπδψλ............................................................................................................... 6

7. Δξεπλεηηθφ Έξγν θαη πλέξγεηα κε ηε Γηδαζθαιία .............................................. 8

8. πληνληζηήο Πξνγξάκκαηνο ......................................................................................... 8

ΠΑΡΑΡΣΗΜΑTΑ ........................................................................................................................... 9

1.1 Student Admission Requirements ................................................................... 10

2.2 Πεξηγξαθή Μαζεκάησλ ....................................................................................... 13

3.3 Γηαζέζηκα Βηβιία γηα ηνλ θιάδν ηνπ Digital Marketing ............................ 75

4.4 Πηπρία Νέσλ Καζεγεηψλ .................................................................................... 78

5.5 Πξνζχκθσλα Νέσλ Καζεγεηψλ ....................................................................... 96

Σελίδα 3 από 103

1 . κοπόρ και Mαθηζιακά Aποηελέζμαηα ηος Ππογπάμμαηορ

ποςδών

Η Δμσηεξηθή Δπηηξνπή Αμηνιφγεζεο καο έρεη πξνηείλεη λα θαζνξηζηεί ην πξνθίι

ηνπ πηπρηνχρνπ ηνπ πξνγξάκκαηνο απηνχ, δειαδή νη καζεζηαθνί ζηφρνη θαη ε

δπλαηφηεηα επαγγεικαηηθήο απαζρφιεζεο ζε ζπγθεθξηκέλν εξγαζηαθφ

αληηθείκελν θαη ηα αλαιπηηθά καζεζηαθά απνηειέζκαηα αλά κάζεκα. Μεηά απφ

ηελ ζχζθεςε ηεο Δπηηξνπή Δζσηεξηθνχ Διέγρνπ Πνηφηεηαο ηνπ θνιέγηνπ, ζαο

παξαζέηνπκε αλαιπηηθά ηνπο ζθνπνχο, ηα καζεζηαθά απνηειέζκαηα θαη ηηο

επθαηξίεο εξγνδφηεζεο γηα ηνπο θαηφρνπο ηνπ δηπιψκαηνο “Digital Marketing”.

AIMS:

The Diploma in Digital Marketing is intended to equip students with tools and

techniques in digital marketing that will allow them to differentiate themselves in the

job market and enable them to compete effectively.

Our graduates will acquire knowledge and practical skills on computer networks,

applications and cloud computing thus be able to perform efficiently in work groups

or independently in the extremely competitive environment of their specialization.

What is more, the Digital Marketing Diploma aims to provide a strong foundation for

further academic advancement.

LEARNING OUTCOMES: Comprehend the role of digital marketing within the wider marketing context.

Describe the concepts and emerging models of digital marketing.

Understand the foundation principles of Digital Marketing and be able to

differentiate it from Traditional Marketing.

Be able to develop basic PR plans and Crisis Plans and to suggest a plan for a

Mobile Advertising campaign for any product/service. Produce clear, concise and structured reports about website performance

after a thorough analysis of its metrics, including a visual representation of

the results and a comparison of actual performance to desired goals and

objectives.

Explain how digital campaigns can be monitored effectively.

Understand the key dimensions of the challenge of cloud computing.

Examine the importance and the security of the internet.

Be able to build websites from scratch and choose the right content for

promoting the website in social media in a more effective way. Demonstrate an ability to function effectively as part of a team and also

independently. Differentiate alternative marketing strategies based on theoretical concepts.

Explain how to develop effective social media marketing strategies for various

types of industries and businesses. Use social media platforms to influence consumers and promote a company,

brand, product service or person.

Understand the role and importance of ethical decision making in the business

environment.

EMPLOYABILITY:

The Diploma in Digital Marketing is intended to position graduates for

recruitment into digital marketing posts across a range of sectors. Careers

include:

Digital Marketing Administrator.

Digital Marketing Assistant.

Social Media Marketing and Management.

Digital Planning and Strategy. Digital Marketing Diploma also provides an excellent preparation for graduate

study in the fields of business, public relations and marketing.

Σελίδα 4 από 103

2 . Γομή και Πεπιεσόμενο ηος Ππογπάμμαηορ ποςδών - Ανάγκη

μικπών αλλαγών ηος ππογπάμμαηορ ζποςδών και ηος

πεπιεσομένος οπιζμένων μαθημάηων, ζύμθωνα με ηιρ

ζςζηάζειρ ηηρ επιηποπήρ

H Δπηηξνπή Δμσηεξηθήο Αμηνιφγεζεο εηζεγήζεθε λα γίλνπλ ζπγθεθξηκέλεο

αιιαγέο ζηα πην θάησ καζήκαηα:

BF-101 Introductions to Business1

BF-102 Digital Marketing2

DM-101Social Media Marketing Management3

BF-204 Market Research4

DM-204 Fundamentals of Web Design and Applications for Social Media5

ηελ ζει.13 (Βι. Παξαξηήκαηα), έρνπκε ελζσκαηψζεη φιεο ηηο εηζεγήζεηο ηεο

Δπηηξνπήο γηα ηα πξναλαθεξζέληα καζήκαηα.

3 . Υποζηήπιξη ηος Γιδακηικού Έπγος – Βιβλιοθήκη6

Λακβάλνληαο ππφςηλ ηηο παξαηεξήζεηο ηεο Δπηηξνπήο Δμσηεξηθήο

Αμηνιφγεζεο, ζαο επηζλάπηνπκε θαηάινγν κε ηα δηαζέζηκα επηθαηξνπνηεκέλα

βηβιία θαη ζπγγξάκκαηα, θαζψο έρνπκε ήδε εκπινπηίζεη ηε βηβιηνζήθε καο κε

φια ηα απαηηνχκελα βηβιία γηα ην θιάδν ηνπ Digital Marketing.

4 . Kπιηήπια Eπιλογήρ

Όπσο εηζεγήζεθε ε Δμσηεξηθή Δπηηξνπή Αμηνιφγεζεο ηα θξηηήξηα επηινγήο,

πέξαλ ησλ πεξηνξηζηηθψλ πξνυπνζέζεσλ ηνπ λφκνπ θαηαγξάθεθαλ αλαιπηηθά

θαη αλαξηήζεθαλ ζηελ ηζηνζειίδα ηνπ θνιεγίνπ.7

5 . Νέο και Υθιζηάμενο Γιδακηικό Πποζωπικό

ε απηφ ην ζεκείν ζα ζέιακε λα αλαθεξζνχκε ζην δηδαθηηθφ πξνζσπηθφ ηνπ

θνιεγίνπ καο θαη λα δηεπθξηλίζνπκε φηη ην δηδαθηηθφ πξνζσπηθφ είλαη άξξεθηα

ζπλδεδεκέλν κε ην αληηθείκελν ην νπνίν δηδάζθεη.

Παξφια απηά, κεηά απφ ηελ παξαηήξεζε ηεο Δπηηξνπήο Δμσηεξηθήο

Αμηνιφγεζεο γηα ηα πηπρία ησλ δηδαζθφλησλ ηα νπνία δελ επηθεληξψλνληαη

ζην αληηθείκελν ηνπ Digital Marketing θαζψο θαη ην γεγνλφο φηη δελ ππάξρεη ζε

θαλέλα απφ ηνπο δηδάζθνληεο πηπρίν κε εμεηδίθεπζε ζην ςεθηαθφ κάξθεηηλγθ ή

θαη ζην κάξθεηηλγθ ή θαη ζηα Social Media, κεηά ηελ ζχζθεςε ηεο Δπηηξνπή

Δζσηεξηθνχ Διέγρνπ Πνηφηεηαο ηνπ θνιέγηνπ απνθαζίζηεθε νκφθσλα φηη ε

πξφζιεςε εμεηδηθεπκέλνπ πξνζσπηθνχ ζην Digital Marketing είλαη απαξαίηεηε.

1 Σηο μάθημα «BF 101 – Introduction to Business» αθαιπέθηκε ηο κομμάηι ηηρ ειζαγυγήρ ζηο μάπκεηινγκ, καθόηι ςπήπσε ηο μάθημα «BF 102 – Marketing» ζηο ίδιο εξάμηνο. 2 Το μάθημα «BF 102 – Marketing» μεηονομάζηηκε ζε «Digital Marketing» και ζηα πλαίζια ηος μαθήμαηορ ζςγκπίνεηαι ηο κλαζζικό

marketing management με ηην άζκηζη ηος ζε τηθιακό πεπιβάλλον. 3 Tο μάθημα «DM 101 – Introduction to Social Media and Digital Marketing» μεηονομάζηηκε και πποζαπμόζηηκε υρ «Social Media

Marketing Management». 4 Το μάθημα «BF 204 – Consumer Analytics» μεηονομάζηηκε ζε «Market Research». 5 Tο μάθημα «DM 204 – Fundamentals of Web Design and Applications of Social Media» μειώθηκε η έκηαζη ηυν διδαζκόμενυν

ηεσνολογιών και η εμβάθςνζη και η πποζαπμογή ζε εθαπμογέρ για ηο Digital Marketing. 6Σηα παπαπηήμαηα ζελ.75-77 μποπείηε να βπείηε όλα ηα επικαιποποιημένα, καινούπγια βιβλία ηα οποία ςπάπσοςν ήδη ζηην βιβλιοθήκη ηος κολεγίος. 7 http://ledra.ac.cy/student-admission-requirements-2/

Τα κπιηήπια επιλογήρ θοιηηηών βπίζκονηαι και ζηην ζελ. 10 ζηα Παπαπηήμαηα.

Σελίδα 5 από 103

Ο ππεχζπλνο πξνζσπηθνχ έρεη ήδε πξνρσξήζεη κε πξνζπκθσλίεο γηα πιήξε

απαζρφιεζε γηα ηηο ζέζεηο απηέο κε άηνκα ηα νπνία εξγάδνληαλ ζην παξειζφλ

ζηε ζρνιή καο, ηα νπνία θαη θαηέρνπλ εμεηδηθεπκέλνπο Πξνπηπρηαθνχο αιιά

θαη Μεηαπηπρηαθνχο ηίηινπο.

Σα άηνκα ηα νπνία ππέγξαςαλ πξνζπκθσλίεο γηα ηελ λέα αθαδεκατθή ρξφληα

είλαη8:

1. Αληξέαο Καθνπιιή:BA in Business Studies θαη MA in Marketing

Management. Ο θχξηνο Καθνπιιή ζα δηδάζθεη ην κάζεκα DM-205 Digital

Branding.

2. Νηθφιαο Βξαρίκεο:Postgraduate Diploma in Strategic Marketing,

Higher National Diploma in Business and Marketing θαη BA in Business

Enterprise. Ο θχξηνο Βξαρίκεο ζα δηδάζθεη ην κάζεκα BF – 204 Μarket

Research.

3. Ξέληνο Καζηλίδεο:Πηπρίν Λνγηζηηθήο & Υξεκαηννηθνλνκηθήο, Μεηαπηπρηαθφ

Marketing Management. Ο θχξηνο Καζηλίδεο ζα δηδάζθεη ην κάζεκα DM-

101 Social Media Marketing Management.

4. ηέιια ηπιηαλνχ: Πηπρίν Γηδαθηηθήο ηεο Σερλνινγίαο θαη Φεθηαθψλ

πζηεκάησλ θαη ΜΑ in Marketing Management. Η θπξία ηπιηαλνχ ε

νπνία ζα είλαη θαη ε ζπληνλίζηξηα ηνπ θιάδνπ ζα δηδάζθεη ηα καζήκαηα DM

-206 Content Development for Social Media and Search Engines

Optimization (SEO) θαη ην BF -102 Digital Marketing.

Μεηά απφ ηηο λέεο πξνζιήςεηο φινη νη θαζεγεηέο έρνπλ ιηγφηεξεο απφ 16

δηδαθηηθέο ψξεο θαη ζε θάπνηνπο απφ απηνχο έρνπλ κεησζεί νη ψξεο

δηδαζθαιίαο έηζη ψζηε λα έρνπλ πεξηζζφηεξν ρξφλν γηα παξαθνινχζεζε

επηκνξθσηηθψλ ζεκηλαξίσλ θαη ηελ πεξάησζε ησλ δηδαθηνξηθψλ ηνπο

δηαηξηβψλ πνπ βξίζθνληαη ζε εμέιημε. Ο πίλαθαο ζηηο ζειίδεο 6-7 δείρλεη

αλαιπηηθά ηα καζήκαηα θαη ην ρξφλν δηδαζθαιίαο ηνπ αθαδεκατθνχ

πξνζσπηθνχ.

8 Σηιρ ζελίδερ 78 - 95 (Βλ. Παπαπηήμαηα) πεπιλαμβάνονηαι ηα αποδεικηικά ηυν ηίηλυν ζποςδών ηοςρ. Οι πποζςμθυνίερ ηυν πιο

πάνυ καθηγηηών με ηην ζσολή βπίζκονηαι ζηιρ ζελίδερ 96-103 (Βλ. Παπαπηήμαηα).

6 . Nέο Γιδακηικό Πποζωπικό, Μαθήμαηα και Πεπιόδοι Γιδαζκαλίαρ ζηο Ππόγπαμμα ποςδών

Α/Α Ονομαηεπώνςμο Γνωζηικό Ανηικείμενο/ Διδικόηηηα

Μαθήμαηα Γιδαζκαλίαρ ζηο ςπό αξιολόγηζη Ππόγπαμμα ποςδών

(Digital Marketing Diploma)

Κωδικόρ Όνομα Πεπίοδοι/

εβδομάδα

1. Vasiliki Moti BA in Journalism

MA in Media and PR

CIPR Diploma in PR

PhD Candidate in Media and

Communication

DM 102

Modern PR and Mobile Advertising

4

2. Panayiotis Vorkas BSc in Information Technology

Engineering

MSc in Information Communication

Technology

MikroTik Certified Network Associate

DM203

MW 202

MW 201

CYB 103

Web Analytics, Data Mining and Key

Performance Indicator for Social media

Intermediate Web Application Development

HTML5 and CSS3

Introduction to Networks

16

3. Stella Stylianou Πηπρίν Γηδαθηηθήο ηεο Σερλνινγίαο

θαη Φεθηαθψλ πζηεκάησλ

ΜΑ in Marketing Management

DM 206

BF102

Content Development for Social Media and

Search Engines Optimization (SEO)

Digital Marketing

8

4. Elena Panayiotou BA in Economics

MSc in Business Administration

BF101 Introduction to Business 4

Σελίδα 7 από 103

5. Giorgos Georgiou BSc in Computer Science

MSc in Computer Networking

PhD Candidate in Network Security

MW102

DM204

MW302

Introduction to Web Application

Development

Fundamentals of Web design and

Applications for Social Media

Cloud Computing

12

6. Miltos Papamiltiades BSc in Mathematics

BSc in Chemitry

MA in Physical Chemistry

MAT 101 Statistics 4

7. Alexis Michael MBA

MSc in Information Security

CYB 201 Foundations of Cybersecurity 4

8. Anthia Markou BA in English Language and Literature

International General certificate of Secondary Education.

London Examinations General Certificate of Education.

F-ENG 01

F-ENG02

F-ENG03

English Language 1

English Language 2

English Language 3

16

9. Andreas Kakoulli BA in Business Studies

MA in Marketing Management. DM205 Digital Branding 4

10. Xenios Kasinides Πηπρίν Λνγηζηηθήο &

Υξεκαηννηθνλνκηθήο

ΜA in Marketing Management

DM101 Social Media Marketing Management 4

11. Nicholas Vrachimes BA in Business Enterprise

Postgraduate Diploma in Strategic

Marketing

Higher National Diploma in Business

and Marketing

BF204

Market Research 4

7 . Δπεςνηηικό Έπγο και ςνέπγεια με ηη Γιδαζκαλία

Όζν αθνξά ην εξεπλεηηθφ έξγν ηνπ δηδαθηηθνχ πξνζσπηθνχ, ε Δπηηξνπή επηζεκαίλεη

φηη γηα επίπεδν diploma, νη απαηηήζεηο γηα εξεπλεηηθή δξαζηεξφηεηα είλαη

πεξηνξηζκέλεο ζε ζρέζε κε αληίζηνηρα πξνγξάκκαηα πνπ νδεγνχλ ζε πςειφηεξν ηίηιν

ζπνπδψλ, εληνχηηο παξαθαιψ ζεκεηψζηε φηη ηέζζεξηο απφ ηνπο επηά κφληκνπο

δηδάζθνληεο ηνπ πξνγξάκκαηνο πξαγκαηνπνηνχλ παξάιιεια κε ηε δηδαζθαιία ζηε

ζρνιή ηελ δηδαθηνξηθή ηνπο δηαηξηβή.

Δπηπιένλ, ε ζρνιή έρεη ήδε πξνγξακκαηίζεη ηε ζπκκεηνρή ησλ δηδαζθφλησλ ζε

αξθεηά εθπαηδεπηηθά ζεκηλάξηα κέζσ ηεο ΑΝΑΓ πνπ ζρεηίδνληαη κε ην “Digital

Marketing” θαη ηηο λέεο ηερλνινγίεο φπσο αλαθέξζεθε θαη ζηελ αίηεζε γηα ηελ

αμηνιφγεζε ηνπ πξνγξάκκαηνο κε ιεπηνκέξεηεο γηα ηα ζεκηλάξηα θαη ηνπο

ζπκκεηέρνληεο, ηνλ ρξφλν θαη ηνλ ρψξν δηεμαγσγήο ηνπο.

8 . ςνηονιζηήρ Ππογπάμμαηορ

Λακβάλνληαο ππφςηλ ηηο παξαηεξήζεηο ηεο Δπηηξνπήο Δμσηεξηθήο Αμηνιφγεζεο καδί κε

ηηο λέεο πξνζιήςεηο ε Δπηηξνπή Δζσηεξηθνχ Διέγρνπ Πνηφηεηαο ηεο ζρνιήο

πξνρψξεζε κε ηελ πξφζιεςε ηεο Καο ηέιιαο ηπιηαλνχ9 ε νπνία έρεη ζπλαθή

αθαδεκατθνχο ηίηινπο κε ην γλσζηηθφ αληηθείκελν ηνπ «Digital Marketing» θαη ζα

αληηθαηαζηήζεη ηελ Κ. Μφηε σο ζπληνλίζηξηα ηνπ θιάδνπ.

9 Σηιρ ζελίδερ 85-92 (Βλ. Παπαπηήμαηα) πεπιλαμβάνονηαι ηα αποδεικηικά ηυν ηίηλυν ζποςδών ηηρ Σηέλλαρ Σηςλιανού. Το

πποζςμθυνιηικό για ηην ππόζλητη ηηρ ζε πεπίπηυζη έγκπιζηρ ηος ππογπάμμαηορ βπίζκεηαι ζηιρ ζελίδερ 100-101.

Σελίδα 9 από 103

ΠΑΡΑΡΤΗΜΑTΑ

Σελίδα 10 από 103

1.1 Student Admission Requirements

The student entry requirements at Ledra College are examined by the Academic

Committee. These have been established in order to determine whether students

can, depending on their qualifications, be placed in the relevant programs for which

they have expressed interest in successfully pursuing their academic goals. Every

student must be a graduate of a secondary school of at least six years of study or an

equivalent qualification. Admission of new students takes place two times a year.

During September-October for the Fall semester of study (A) and January-February

for the Spring semester of study (B). Students are expected to be on campus prior to

the beginning of the intended semester/session. In response to arising need, courses

could be provided within the summer period.

Personal Interviews

Personal interviews are not normally required as part of the admission process;

however, Ledra College reserves the right to request an interview before making a

final decision on accepting an applicant.

What to Submit

Under the immigration regulations, and depending on their nationality, applicants

should follow the relevant procedure and submit the required documents as

described below:

All candidates must meet the following criteria:

1. The Application Form must be accompanied by the amount of €150 as an

entitlement and which is non-refundable.

Cypriot Candidates

1. Attested graduation certificate of the Secondary Education School of the Republic

of Cyprus.

2. A 12-year certificate with satisfactory performance (15/20) or equivalent

3. G.C.E. (5 O Level and 2 A Level) and provided that they have graduated from a

secondary school.

4. Any other certificate or qualification judged by the Academic Committee to be

equivalent to a secondary school leaving certificate.

5. Equivalents to the above shall be examined and documented by the Academic

Committee provided that they are equivalent to a secondary school leaving

certificate.

If a student does not have the appropriate level to follow a branch then he / she may

be allowed to join the preparatory year of study.

Proof of Knowledge of the English Language:

In the case of Cypriot students, the high school diploma is considered to be a

satisfactory qualification only if the degree held by the student in the English

language is (16/20). If his/her grade is between 14-15 / 20, then he / she will be

required to attend the English language course offered and taught in the field of

study for which he / she has expressed interest.

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Nationals Students of EU countries:

1) In the case of foreign students a Residence Permit will be issued to foreign

students once they meet the admission criteria. All the necessary registration forms

must be enclosed in a dossier and sent to the Admissions Office at least one month

before the beginning of the semester.

2) They will also need a photocopy of their passport. The passport should be valid for

at least one year from the date of their arrival to Cyprus.

3) In addition, a recent certificate of good conduct issued by the police of the

candidate's country of origin or residence is needed, if necessary translated in Greek

or English. The good conduct certificate should be original and issued less than 6

months prior to the beginning of the semester for which the student is applying. The

names and titles of the persons issuing and certifying the document should be clearly

stated therein.

For Applicants from non EU countries need to have a valid student visa in order to be

allowed to enter Cyprus. The issue of an entry visa takes about 6 weeks from the

date of the submission of the application. It is therefore recommended that

candidates submit their application at least 8 weeks before the beginning of the

semester. Cyprus Migration Department requirements in respect of the issue of a

student visa, which from time to time may be modified, are available to candidates

in a separate document.

Applicants are requested to contact the Office of Admissions to receive information

and guidance regarding the proper documentation and formalities to be followed.

Nationals Students of non EU countries:

1) For Applicants from non EU countries need to have a valid student visa in order to

be allowed to enter Cyprus. The issue of an entry visa takes about 6 weeks from the

date of the submission of the application. It is therefore recommended that

candidates submit their application at least 8 weeks before the beginning of the

semester. Cyprus Migration Department requirements in respect of the issue of a

student visa, which from time to time may be modified, are available to candidates

in a separate document.

Applicants are requested to contact the Office of Admissions to receive information

and guidance regarding the proper documentation and formalities to be followed.

All foreign candidates must meet the following criteria:

1) Candidates holding academic qualifications must produce certified copies of their

academic qualifications.

2) If the academic qualifications are not in English, they must be accompanied by an

official or certified translation into English.

3) Candidates whose mother tongue is not English will have to undertake an English

exam. For candidates holding an English language qualification, namely holders of

TOEFL with a minimum of 500 or a Grade C or holders of G.C.E.O. Level will be

excluded from the written examination.

4) Candidate foreign students should hold an apolytirion with a general grade of at

least 50/100 and an English degree of at least 50/100 or hold an apolytirion with

average grade of at least 50/100 and the IELTS examination with a grade of at least

five or other equivalent examination. The term "equivalent examination" also

includes the attendance of at least one year in an English-speaking higher education

program in the country of origin of the foreign student. Students who meet the

above criteria are not eligible to enroll in foundation courses.

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It should also be noted that the UCAS International Qualification Guide is used to

match the courses and grades required by foreign students.

https://www.ucas.com/sites/default/files/2015-international-qualifications.pdf

Transfer students from other educational institutions

Students wishing to transfer from one branch to another must submit to the

Admission office the following documents:

1) A transfer request

2) Official and complete academic transcription.

Transferred credits can only be accepted if they have a 'Pass' mark degree.

Transfer students from one branch of the faculty to another

Students attending another Higher Education Institution who wish to move to a

related or same field at Ledra College must present to the Admissions Office the

following documents:

1) A transfer request.

2) Official and complete academic transcription.

3) Official description of the subjects he/she attended in High School.

4) In the case of foreign students, the Migration Office needs to approve their

decision of transferring.

Transferred credits may be accepted by Ledra College only if they have at least a

"Pass" mark in their degree. Student transfer must cover at least one year of study.

If the language of teaching in the institution where the student was attending was

not the English language, then the student should provide evidence of knowledge of

the English language. The college also has the option of asking the student to take

an exam so as to ascertain the student's ability to attend classes in the field he/she

is requesting to carry.

Each case of transfer from other institutions to the school is accorded a similar

treatment depending on the institution from which the student comes, as well as on

the grades he will present to the Academic Council.

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2.2 Περιγραφή Μαθημάτων

Course Title Introduction to Business

Course Code BF 101

Course Type Compulsory

Level Diploma

Year / Semester 1st / 1st

Lecturer‘s Name Elena Panayiotou

E-mail: Telephone: Office Hours:

elena@ledra.ac.cy 22514044 Tue 11:00 – 13:00, Wed 11:00 - 15:00 & Thu 13:00 – 15:00

Preferred style of contact:

Via e-mail for setting an appointment

ECTS 7.5 Lectures / week

2 / 2 Laboratories / week

None

Course Purpose and Objectives

The unit offers learners who are new to the study of business, an introduction to some of the major themes which are developed with increasing complexity throughout this specification. The unit is designed to encourage learners to make the basic connections between different aspects of business behavior. Learners are introduced to the range of business activity in public, private and voluntary (non-profit) sectors at local, national and global levels. Business aims and objectives are introduced along with strategies for their achievement via interdependent functional areas. Plans to ensure survival and encourage growth are also considered.

Learning Outcomes

After the successful completion of this course, students should:

Be able to make the basic connections between different aspects of business behavior

Have been introduced to the range of business activity in public, private and voluntary (not-for-profit) sectors at local, national and global levels.

Have been introduced to various strategies for the achievement of business goals via interdependent functional areas.

Understand the role and importance of ethical decision making in the business environment

Identify professional ethics

Prerequisites None Required None

Course Content

Weeks: Week 1 Lecture 1: Introduction to the module: This lecture will provide an overview of the course aims, intended learning outcomes and the design of the course. Outline:

Overview of the course

Our expectations, and were to find resources for this course

Discussion concerning the recommended books/journals.

Description of Module Outline/assessment criteria/class hours

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Intended Learning Outcomes At the end of this lecture students should be able to:

Explain the structure of course and course objectives/aims.

Understand the concept of business

Distinguish between needs/wants Lecture 2: Introduction to the module: This lecture provides an informative background on business systems and helps students to understand the different types of business organizations. Outline:

Different types of business

Goals, functions, social responsibility of a business Intended Learning Outcomes At the end of this lecture students should be able to:

List and describe the different types of business.

Explain the internal and external factors that affect a business‘ operations Week 2 Lecture 3: The concept of business in context In this lecture, we will explain what we mean by business and identify the relevant contexts. At the end of this lecture students should be able to:

Use the business in context model to analyze a variety of business situations and cases Outline:

Business activities

Strategy

Organization Intended Learning Outcomes Lecture 4: The concept of business in context This lecture will present a broad view of business and will help students to understand the business concept. Outline:

Businesses and their contexts

Systems Approach

Contingency approach Intended Learning Outcomes: At the end of this lecture students should be able to:

Define and illustrate business as a broadly-based and varied activity.

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Identify and illustrate the key activities of business and the relationships between them.

Define system and contingency theories. Week 3: Lecture 5: Globalization This lecture will provide an overview of globalization, a force that is transforming world production and transforming habits. Outline:

Globalization and the business in context model

Causes and drivers of Globalization

Outsourcing and off-shoring Intended Learning Outcomes: At the end of this lecture students should be able to:

Define globalization and the key issues and debates associated with it.

Describe and assess the different perspectives of globalization.

Assess the main causes and drivers of globalization as a concept. Lecture 6: Globalization The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case-study: Globalization: The example of Dubai. Week 4: Lecture 7: The Environment and Business: The Economy and the State Lecture 1 introduced the model that forms the basis of the analysis of business. In this lecture, we focus on a major element of that model, namely the environment. Outline:

Models used in assessing the environment

State and business

The economy and business Intended Learning Outcomes: At the end of this lecture students should be able to:

Illustrate and explain how aspects of the environment interact with each other and with business.

Explain the changing nature of the global economy and assess the key changes.

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Lecture 8: The Environment and Business: The Economy and the State In this lecture, the general issue of international economic and political integration is dealt with and focuses on two such organizations, the WTO and the EU. Outline:

International economic and political integration

The World Trade Organization Intended Learning Outcomes: At the end of this lecture students should be able to:

Assess the roles of the WTO and the EU

Assess the role of the business community as a pressure group. Week 5: Lecture 9: Technology and Labor In this lecture we will provide an overview of the environmental context in a review of issues involving technology and labor. Outline:

Technology change, jobs and people

Labor

Trade unions Intended Learning Outcomes: At the end of this lecture students should be able to:

Define technology and its associated concepts and its associated concepts and explain its role in organizations.

Assess the extent to which managers have a choice in the selection and use of technology Lecture 10: Technology and Labor In this lecture we will examine the links between technology and strategy and technological changes in information technology and the way that affects business and people at work. Outline:

Technology and Strategy

Information Technology

Electronic Commerce

Intended Learning Outcomes: At the end of this lecture students should be able to:

Define the concept of electronic commerce

Examine how IT has changed the way in which social relations are conducted.

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Week 6 Lecture 11-Revision part1 Brief revise of the material taught and supplementary examples/exercises Lecture 12-Revision part2 Brief revise of the material taught and supplementary examples/exercises

Week 7 Midterm Exams Week 8 Lecture 13: Organizational Aspects of Business This lecture will examine the second level of interaction and influence belonging to the organization itself. Outline:

Goals

Structures

Size

Ownership

Organization and Corporate Culture Intended Learning Outcomes: At the end of this lecture students should be able to:

Illustrate the interrelationships between goals, structure, ownership, size and organizational and corporate culture.

Explain the nature of goals, the role they play and the causes and consequences of goal conflict in organizations.

Identify the factors influencing organizational structure, explain the different types of structure and assess the suitability of different types of structure in different situations. Lecture 14: Structure This lecture will examine how structures develop, the variations that occur in structural type, and their impact on performance. Outline:

The organization of works around roles

The grouping of these roles to form teams or departments

The allocation of differential amounts of power and authority to the various roles.

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Intended Learning Outcomes: At the end of this lecture students should be able to:

Assess the factors that lead to structural change and the relationship between ownership and control.

Explain the impact of organizational size on business behavior.

Define the small firm and assess its role in relation to owners, customers and the economy. Week 9: Lecture 15: Management and Leadership This lecture will explore several dimensions of management and leadership and the basis upon which managers can claim the right to manage. Outline:

Industrialization

Joint stock companies

The increasing size and complexity of organizations leading to specialization

Intended Learning Outcomes: At the end of this lecture students should be able to:

Define management and explain the difficulties with such definitions.

Assess the wide range of management roles and managerial behavior

Explain the reasons for ‗manager‘s right to manage. Lecture 16: Management and Leadership This lecture will examine the differences between management and leadership. Outline:

Management

Differences between management and leadership

Theories of leadership

Intended Learning Outcomes:

Articulate the differences between management and leadership

Explain the significance of leadership to modern management

Assess the different theories of leadership in the context of modern organizations

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Week 10: Lecture 17: Innovation This lecture will examine the differences between the related concepts of innovation, invention, research and development, design and entrepreneurship. Outline:

Invention and Innovation

Research and Development

Types of innovation

Intended Learning Outcomes: At the end of this lecture students should be able to:

Identify and differentiate between the concepts and activities of invention, innovation design, research and development.

Identify the different types of innovation and assess their relative significance to organizational success. Lecture 18:Innovation Intended Learning Outcomes: At the end of this lecture students should be able to:

Explain the relationship between innovation and other functional areas of business such as operations and marketing.

Assess critically the meaning of entrepreneurship and the role of the entrepreneur and identify the variables influencing entrepreneurial success.

Assess the role of state intervention in innovation Week 11: Lecture 19: Operations Management This lecture will provide a more detailed discussion of the role of operations management. Outline:

The main activities of operations management

Operations as a system

Conflicting objectives and changing solutions Intended Learning Outcomes: At the end of this lecture students should be able to:

Identify the objectives of operations and their contribution to competitive advantage and explain the conflicting nature of those

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objectives.

Explain the difference between the operations function in a manufacturing and service organization.

Define operations as a system and a transformational process.

Lecture 20: Operations Management This lecture explores some environmental and organizational issues and an analysis of operation strategies. Outline:

Product design

Forecasting demand and capacity planning

Operations planning and control

Total quality management Intended Leaning Outcomes: At the end of this lecture students should be able to:

Explain the difference between the operations function in a manufacturing and service organization.

Define operations as a system and as a transformational process.

Identify and assess operations strategies. Week 12: Lecture 21: Balancing Performance, Ethics and Accountability This lecture examines the nature of Balancing Performance, Ethics and Accountability, as it applies to different types of organization. Businesses could build consumer profiles quickly and easily using data found online - from social media networks and email accounts through to online banking and ad tracking but as these profiles become more powerful, there is the increasing likelihood of individuals being targeted intrusively, raising the question of whether there should be an ethical line for digital marketing. Should marketers be considering what they should be doing and not just what they can do? Outline:

Definitions and orientations

Elements of Balancing Performance, Ethics and Accountability

Study ―The moral dilemma‖

Explain ethics in relation to marketing decisions

Study relevant theories to examine ethical questions

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Intended Leaning Outcomes: At the end of this lecture students should be able to:

Understand the role and importance of ethical decision making in the business environment

Identify professional ethics

Able to apply a range of theories to analyse opportunities in more complex marketing concepts

Utilise frameworks for ethical decision making, such as the 10-step model

Identify and evaluate the various stakeholders related to the ethical dilemma

Make ethical decisions regarding marketing objectives that encompass the stakeholders and take various theoretical stances of ethical and values.

Able to present engaging/persuasive arguments and debates

Able to communicate effectively in writing Lecture 22: Balancing Performance, Ethics and Accountability The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case study: ‗Ethical‘ SEO campaign gets 52% boost in organic traffic The free cashback website offers users the chance to earn money back on purchases and access vouchers to use across a wide range of retail and leisure sectors - but in order to let potential users learn about their offering, the business needed to attract higher levels of traffic to its site. Intended Leaning Outcomes:

High level critical thinking and problem solving skills

Capacity to engage with current ethical issues of significance in marketing and government

Ability to integrate marketing skills so as to find progressive solutions for challenges of today‘s businesses and societies.

Capacity to apply marketing theory to respond to demands of the respective practice.

Ability to recognize the limits of the professional discipline and a capacity to identify, develop and apply alternative methods to coincide diverging interests.

Capacity to design and construct a logically compelling report

Skills of a high order in interpersonal understanding, teamwork and communication.

Capacity to participate in teamwork and deliver individual assessments

High level oral communication skills

High level written communication skills

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Week 13: Lecture 23: Case-study The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case study: Increasing employee engagement through HRM. A Harrods Case-study

Lecture 24: This lecture will examine specific issues in international marketing strategy and how these elements may be combined and stress the integrated nature of marketing and the other functional strategies.

Outline:

Strategic aspects of marketing

Integrated marketing strategy Intended Learning Outcomes: At the end of this lecture students should be able to:

Explain the role of marketing in relation to the economy, the state and technological change

Evaluate different marketing strategies Week 14: Lecture 25-Revision part 1 Brief revise of the material taught and supplementary examples/exercises. Lecture 26 – Revision part 2 Brief revise of the material taught and supplementary examples/exercises. Week 15: Final Examination

Teaching Methodology

Lectures/Case-studies/group discussions.

Bibliography Core:

Joseph, W. (2014). ― Business Ethics‖, 6th edition, Berrett-Koehler Publishers

Harrison, A (2014). ―Business Environment in a Global Context‖, 2nd edition, NY: Oxford University Press

Dlabay L., Burrow J.L., Kleindi B(2016). ―Principles of Business‖, 9th edition, Boston: Cengage Learning Recommended:

Hill C.,W.L. .(2015). ―International Business Competing in the Global Marketplace‖, 10th edition, NY: McGraw Hill Education

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Assessment Methods

Class Attendance & Participation, Midterm, Final Exams.

Class Attendance

Class attendance is considered an important part of the educational process. It is expected that students will attend all class sessions scheduled for the courses for which they have registered. Academics (Module Leader) are responsible for recording student attendance for the module they are responsible for. This is to be recorded on a typed list for their module. (Class lists are available from the Department Office).The absence limit is 10%. At the beginning of each semester the lecturers will define absentee limits so they are aware of how many absences students are allowed before it affects their grades and progression. If they do exceed the maximum number of absences their overall grade is automatically deducted by 20% in any unit they did not adequately attend. At the end of each semester the Module Leader is to provide an overall summary of the student attendance for that module. If the student exceeds 20% of the module in absences he/she automatically fails the module. Attendance list and an overall summary of attendance are to be kept in the relevant module files which are located in the Department Office.

Weighting of Assessment

10% (Class attendance and participation), 30% (Midterm), 60% (Final exams).

Lectures / Hours per week

2 Lectures / 4 hours

Indicative learning and teaching time

This module is delivered through lectures and case-studies Teaching Hours: Lectures 60 Hours Mid-term Exam 2 Hours Case-studies /Group discussions 4 Hours Final Exams 2 Hours Student Learning Time Student reading 80 Hours Midterm and Final Exams Preparation 40 Hours ------------------------------------------------ Total : 188 Hours

Language English

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Course Title Digital Marketing

Course Code BF 102

Course Type Compulsory

Level Diploma

Year / Semester 1st / 1st

Lecturer‘s Name Stella Stylianou

E-mail: Telephone: Office Hours:

stella@ledra.ac.cy 22514044 Tue 12:00 – 14:00, Wed 1:00 - 15:00 & Thu 13:00 – 15:00

Preferred style of contact:

Via e-mail for setting an appointment

ECTS 7.5 Lectures / week

2 / 2

Laboratories / week

None

Course Purpose and Objectives

This module aims to provide students with an introduction to the fundamental concepts and principles of marketing and examines how these are applied in today‘s changing business environment moving from traditional to digital marketing. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies, market mix components, and finally implementation and control mechanisms. This broad based module will provide all students with a concise and contemporary overview of Marketing and give them the knowledge and skills to underpin further study in the specialist field of Marketing. Moving from Traditional to Digital is the much-needed study area for next-generation marketing. Written by the world's leading marketing authorities, this course will help stutents navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. This course examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Learning Outcomes

After the successful completion of this course, students should:

Understand how the concept of marketing is applied with regard to establishing consumer needs and the various ways they can be satisfied

Asses how the environment can influence the decision-making and practices within any organisation (i.e. PEST analysis)

Develop basic planning skills relating to the 4 Ps within different business structures and corporate cultures

Explain the various approaches available in the marketing of goods and services to different consumer groups (i.e. business to business, services marketing, not-for-profit organisations, etc) as well as different markets

Examine the need for basic research planning in order to satisfy the information requirements of an organization

Discover the new rules of marketing and the comparison between

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the traditional and digital marketing

Stand out and create WOW moments

Build a loyal and vocal customer base

Learn who will shape the future of customer choice

Changes in the processes from traditional to digital marketing

Prerequisites None Required None

Course Content Weeks: Week 1 Lecture 1 - Introduction to the module: This lecture will provide an overview of the course aims, intended learning outcomes and the design of the course. Outline:

Overview of the course

Our expectations, and were to find resources for this course

Discussion concerning the recommended books/journals.

Description of Module Outline/assessment criteria/class hours Intended Learning Outcomes At the end of this lecture students should be able to:

Explain the structure of course and course objectives/aims.

Understand the concept of moving from traditional marketing to digital marketing

Distinguish between needs/wants Lecture 2 - Introduction to the module: distinguish between traditional to Digital marketing. During this lecture, students will learn to distinguish between traditional to Digital marketing. The lecture will be started by studying how the technology affected the marketing through the ages. Moreover, the political influence, the innovation perspective, the energy markets will be analyzed thought this lecture. Outline:

Historical overview for marketing

From exclusive to inclusive

From Vertical to Horizontal

From Individual to social Intended Learning Outcomes

At the end of this lecture the students could be analyse what are the trents in respective industry that demonstarete the shifts toward a more horizontal, inclusive, and social business landscape

How these shifts could change business plans

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Week 2: Lecture 3: The Paradoxes of Marketing to Connected Customers This lecture will provide to students how the market has been evolving in recent years, the clues and trends, what distinguishes the new type of customer from other markets is their tendency to be mobile, how connectivity quickly dis-reputed long- establish industries with seemingly high entry barriers. Outline

Breaking myths of connectivity

How the market has been evolving in recent years

Clues and trends

What distinguishes the new type of customer from other markets is their tendency to be mobile

How connectivity quickly dis-reputed long- establish industries with seemingly high entry barriers.

Online Interaction versus offline interaction

Informed customer versus distracted customer

Negative advocacy versus positive advocacy Intended Leaning Outcomes At the end of this lecture students should be able to:

Understand the set of paradoxes for marketers to deal with

Examine the new opportunities for brands to earn positive advocacies.

Identify what are the cases of the industry that capture the paradoxical nature of connected customers

Examine how do the businesses could plan to embrace the paradoxes. Lecture 4: Case-study example The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case study: Creating the right marketing mix, A Motorola case-study. Week 3: Lecture 5: Product life-cycle Marketing mix (4P’s) This lecture will provide an overview of the marketing mix (4P‘s). Students will be familiar with the four elements of the marketing mix – Product, Price, Promotion and Place. Candidates should consider the products that a small business is likely to offer and how it could alter the products to meet customer needs.

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This lecture will summarize marketing strategies that apply to product life cycle.

Outline:

4 stages of product life cycle

Problems with product life cycle

Strategies for the differing stages of the product life cycle

4 P's of marketing.

Marketing methods used by a small business. Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand the product life cycle as an important concept in marketing.

Understand the 4 stages of product life cycle.

Learn what businesses can do in order to extend the product life cycle.

To understand the 4 P's of marketing

To analyse the marketing methods used by a small business

To evaluate the marketing methods used by a small business Lecture 6: The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case-study: The Apple Case-study. Product Life Cycle Updates. Week 4 Lecture 7: Segmentation - Positioning During this lecture students will learn how to analyze the competition and effectively segment the market to improve overall customer satisfaction and company profits. Students will learn the parts of marketing segmentation, target markets and positioning for use in planning their marketing of a product and a service. Outline:

Competitive analysis

Market Segmentation

How to analyze and structure markets

Differential advantages in each segment.

Positioning strategies Intended Learning Outcomes:

Identify market segments with customers‘ needs and wants.

Explain the concept of market segmentation

Understand how market positioning affect the determination of target market.

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Students will be able to identify the essentials of a positioning strategy.

Understand the benefits of positioning strategy. Lecture 8: Moving from Traditional to Digital Marketing: This lecture will provide to students the movement from segmentation and targeting to customer to community confirmation, the connection between selling 4P‘s and commercializing 4C‘s, the customer service processes with the new format of collaborative customer care. Outline:

Movement from segmentation and targeting to customer to community confirmation

Connection between selling 4P‘s and commercializing 4C‘s

The customer service processes with the new format of collaborative customer care. Intended Learning Outcomes: At the end of this lecture students should be able to define expalain:

How the brand of a company could develop a powerfull differentiation based on human- to – human touch in the digital world.

How a company transition from the traditional 4P’s to the digital 4 C’s by adopting co-creation, taking advantage of currency-like pricing, engaging in communal activation and driving conversation

What are the fundamental changes requires in the customer service strategy to embrace collaborative customer care

Week 5 Lecture 9: Branding- How Brand Positioning and differentiation became brand clarification of characters and codes This lecture will develop students‘ knowledge and understanding of the concepts and principles of brand management, and their application to relevant service industries. Moreover, this lecture will provide to students how brand Positioning and differentiation became brand clarification of characters and codes. Outline:

Define the concept of branding

Define the brand clarification of characters and codes

Brand equity

Brand loyalty

Brand awareness

What is WOW

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Intended Learning Outcomes At the end of this lecture students should be able to:

Apply branding theories to relevant service brands.

Examine the benefits/costs of branding

Evaluate commonly used brand management strategies.

Apply the new theory of brand clarification of characters and codes to a company Lecture 10: Students will create and brand their own imaginary product which they will present to the rest of the class. Intended Learning Outcomes

Students will be able to practice all the material that has been given, moving from theory to practice Week 6 Lecture 11-Revision part 1 Revision of the material taught and supplementary examples/exercises. Lecture 12-Revision part 2 Revision of the material taught and supplementary examples/exercises. Week 7 Midterm Exams Week 8 Lecture 13: Advertising Introduce the lesson by engaging students in a brief discussion about their experiences with and the effects of advertising. Outline

Define the concept of advertising

Types of advertising

E-mail marketing Intended Learning Outcomes:

Analyze elements of effective advertising

Identify limitations of advertising, including e-mail marketing

Evaluate platforms for creating and disseminating e-mail marketing Lecture 14: E-mail marketing

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Outline

Define the concept of e-mail marketing

Target audience

E-mail marketing best practices Intended Learning Outcomes:

Understand how to set up an email campaign

Understand how to evaluate the campaign

Understand the best practices of email marketing Week 9 Lecture 15: Pricing strategies- Growing the market share This lecture focuses on Pricing strategies and the factors influencing how businesses decide to set prices for their products and services. Outline

Introduce pricing

Where do prices originate?

Types of pricing strategies

How the market share could grow Intended Leaning Outcomes

Explore the benefits, drawbacks and mechanisms of three pricing strategies -- cost-driven, revenue driven and profit-driven

Recognize the importance of evaluating pricing changes in terms of overall impact on firm profitability, which requires a deep understanding of both your customer and your cost structure

Understand how the businesses can grow the market share?

Lecture 16: Pricing Strategies This lecture focuses on the three basic pricing strategies and chooses which one is right for businesses to choose.

Outline:

Premium Pricing

Penetration Pricing

Economy Pricing Intended Learning Outcomes At the end of this lecture students should be able to:

Understand the three basic pricing strategies

Distinguish and evaluate these three pricing strategies Week 10 Lecture 17: Supply and Demand Factors This lecture covers both supply and demand curves and the factors that affect supply and demand.

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Outline:

Supply diagram

Demand diagram

Factors that affect supply/demand Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand how to draw supply and demand diagrams.

Understand the main factors which affect supply and demand. Lecture 18: Supply and Demand Factors The aim of this lecture is to introduce the students to the topic of markets and how markets work using the law of demand and the law of supply. Outline:

Define markets

Explain what markets provide

Examine the way in which markets work Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand the concept of the market

Understand how the market works Week 11: Lecture 19: Consumer Behavior The primary goal of this lecture is to examine how and why consumers behave the way that they do. Outline

Introduction and evolutionary bases of consumption

How consumers acquire, remember, and use product knowledge

Persuasion and Influence Intended Learning Outcomes:

Understand the concept of consumer behavior

Understand the psychology of the customer

Understand how consumers perceive and respond to market events. Lecture 20: The class will be divided into 3-4 small groups and students will be given a case-study. Students will be given the opportunity to present their results. Case-study: Halal Food Marketing: A Case-Study on Consumer Behavior of Chicken-based Processed Food Consumption in Central

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Part of Java, Indonesia. Week 12: Lecture 21: International Marketing This lecture will analyze global marketing and the dynamics of International Marketing Outline:

Scope and Challenge of international marketing

Dynamics of international markets Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand the scope of their international marketing task

Identify and manage the factors influencing the internationalization of companies. Lecture 22: Impact of Culture on International Marketing This lecture is designed to help students to plan and teach marketing strategies for the global marketplace. Outline:

Geography and International Markets

Geography, Nature and International Trade Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand how geography and history influence the understanding of international markets.

Understand the importance and impact of the history of each culture in understanding its response to international marketing. Week 13: Lecture 23: Product decisions for international marketing This lecture provides some of the relevant issues facing an international marketer when planning and developing consumer products for international markets. Outline:

International Markets and Product Decisions

Products and Culture

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Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand how important is to offer a product suitable to the intended market.

Understand the impact of environmental awareness on product decisions Lecture 24: Marketing Industrial Products and Business Services This lecture discusses the special problems in marketing industrial goods and business services, the increased competition and demand for quality in those goods and services and the implications for the international marketer. Outline:

Industrial Product Market

Relationship Marketing

Marketing Services Globally Intended Learning Outcomes: At the end of this lecture students should be able to:

Understand the relationship between a country‘s environment and its industrial market needs.

Understand how demand is affected by technology in a particular market. Week 14: Lecture 25: Revision part1 Brief revise of the material taught and supplementary examples/exercises. Lecture 26: Revision part2 Brief revise of the material taught and supplementary examples/exercises. Week 15: Final Examination

Teaching Methodology

Lectures/ /Case-studies/Group Discussions

Bibliography Core:

Kotler, P.T. (2016). ―Principles of Marketing‖, 16th edition, Edinburgh: Pearson.

Kotler, P., Keller, K.L.(2012). ―Marketing Management‖, 14th edition, Edinburgh: Pearson.

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Recommended Books:

Kotler, P., Kartajaya H., Setiawan I.(2017). ―Marketing 4.0: Moving from Traditional to Digital‖,4th Edition, Canada: John Willey and Dons.

Assessment Methods

Class Attendance & Participation, Midterm, Final Exams.

Class Attendance Class attendance is considered an important part of the educational process. It is expected that students will attend all class sessions scheduled for the courses for which they have registered. Academics (Module Leader) are responsible for recording student attendance for the module they are responsible for. This is to be recorded on a typed list for their module. (Class lists are available from the Department Office).The absence limit is 10%. At the beginning of each semester the lecturers will define absentee limits so they are aware of how many absences students are allowed before it affects their grades and progression. If they do exceed the maximum number of absences their overall grade is automatically deducted by 20% in any unit they did not adequately attend. At the end of each semester the Module Leader is to provide an overall summary of the student attendance for that module. If the student exceeds 20% of the module in absences he/she automatically fails the module. Attendance list and an overall summary of attendance are to be kept in the relevant module files which are located in the Department Office.

Weighting of Assessment

10% (Class Attendance and Participation), 40% (Midterm), 50% (Final Exams)

Lectures / Hours per week

2 Lectures / 4 hours

Indicative learning and teaching time

This module is delivered through lectures and case-studies. Teaching Hours: Lectures 60 Hours Mid-term Exam 2 Hours Case-studies 4 Hours Final Exams 2 Hours Student Learning Time Student reading 80 Hours Midterm and Final Exams Preparation 40 Hours Total: 188 Hours

Language English

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Course Title Market Research

Course Code BF204

Course Type Compulsory

Level Diploma

Year / Semester 1st / 1st

Lecturer‘s Name Nicholas Vrachimis

E-mail:

Telephone:

Office Hours:

nicolas@ledra.ac.cy

22514044

Mon 13:30 – 14:30, Tue 9:00 – 12:00, Wed 09:00 - 10:00, Thu 16:00 – 18:00 and Fri 9:00-10:00.

Preferred style of contact:

Via e-mail for setting an appointment.

ECTS 7.5 Lectures / week 2/2 Laboratories / week

None

Course Purpose and Objectives

Marketing Research:

BF204 addresses the use of marketing research as an aid to making

marketing decisions; specifically, how the information used to make

marketing decisions is gathered and analyzed. Accordingly, BF204 is

appropriate for both prospective users of research results and prospective

marketing researchers.

Internet Consumer Behaviour and Analysis:

Furthermore, BF204 explores consumer behavior that is specific to the

Internet and analyzes methods that motivate consumers to purchase

products and/or services. The emphasis of this course is to identify specific

Internet marketing campaigns and gauge their success and/or failure in

inspiring the consumer to purchase the product or service. One approach

studied is personalized marketing—a valuable tactic which allows an

Internet marketer to track specific consumer interests and make suggestions

on future purchases. BF204 examines how to develop Internet marketing

plans that incorporate a consumer behavioral analysis

Learning Outcomes

By the end of this course, students will be able to:

Marketing Research:

Translate a marketing problem into a feasible research question.

Appreciate marketing research as a process that involves a

sequence of activities, each compatible with the preceding activities;

Have a general understanding of the strengths and weaknesses of

alternative research designs;

Be aware of the many sources of marketing information and the

various means for gathering such information;

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Be more sensitive to the biases and limitations of marketing data and

basic data analysis;

Have a general understanding of univariate and basic bivariate data

analysis techniques (i.e., should be able to decide when a technique

is appropriate and understand the managerial implications of

analytical results); and

To design and execute a basic survey research project.

Internet Consumer Behaviour and Analysis:

By the end of this course, students will be able to:

Clarify Internet-marketing tactics applied to engage intent at various

stages of online-consumer decision making.

Understand and apply the concept of consumer segmentation as a

strategic method to enhance effectiveness of targeted Internet-

marketing campaigns.

Develop a strategic approach to online communication supported by

promotional and responsive content serving to mediate online

interaction with potential and return consumers.

Recognize ethical implications of consumer data collection and

dissemination.

Understand the concept of contextual marketing and relate this

model to variations in the user interface and evolving technologies

affecting Internet-marketing practice.

Prerequisites None Required None

Course Content Weeks:

Week 1

Lecture 1 - Introduction

Introduction to the course

Overview of syllabus and requirements

Lecture 2 – The Role of Research in Marketing

Readings: Chapter and Additional Material:

Chapter 1: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

―A Summary of Marketing Research to 1960‖

―Decision Theory Problem‖

Articles:

Strategic Research #1

Strategic Research #2

Managers vs. Researchers

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Good vs. Bad Research

Death Wish Research

Avoid Misused Research

Needed Researcher Skills

Common Marketing Research Errors

Marketing Research Jobs

DVD/VIDEO/Webcast:

Research Can Fail: Pepsi Clear 50 Years of Advertising Research Basic Introduction to Marketing Research Future of Marketing Research Research Must Change M/A/R/C Disney: Part 1 Part 2 Part 3 Advertising Research: Part 1 Part 2 Part 3 Week 2:

Lecture 3 – The Marketing Research Process: An Overview

Readings: Chapter and Additional Material:

Chapter 2: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage. (except ethics)

Article: Value of Research

Book Excerpt: Blink

Bayesian Analysis

Bayesian Analysis Spreadsheet (in Excel)

DVD/VIDEO/Webcast:

AMA Webcast: More Profitable Research

Marketing Research Process: Five Steps

Lecture 4- The Marketing Research Request and Proposal Process

Readings: Chapter and Additional Material:

Chapter 3: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Seagate Proposal

Research Proposal Letter

Article: Proposal Writing

DVD/VIDEO/Webcast:

Research Consulting

Market Research Analysts

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Week 3:

Lecture 5 – Research Design: An Overview

Readings: Chapter and Additional Material:

Chapter 8: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage. (Types of research)

DVD/VIDEO/Webcast:

Starbucks, Bank One, and Visa

Gathering Market Information

Lecture 6 – Information-Driven Technology and the Research Process

Readings: Chapter and Additional Material:

Chapter 3: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Article: Do Web Surveys and Social Media Tracking Yield Same Results?

Article: Growing Pains - Online Research Comes of Age

Article: Listen to the Customer - Social Media

Article: Pros and Cons of Social Media Research

Article: Welcome to the Bazaar

DVD/VIDEO/Webcast:

AMA Webcast: Marketing Analytics in Practice

AMA Webcast: Marketing Metrics and Analytics

AMA Webcast: Tools and Analytics for Feedback Professional

AMA Webcast: Benchmarking Online Marketing

AMA Webcast: IP Geolocation

AMA Webcast: Marketing Research for Online Communities

AMA Webcast: Social Media Metrics

AMA Webcast: Google Analytics

Webcast: Reaching Affluent Consumer Electronics Buyers on LinkedIn

Market Research with Google Trends

Market Research on Twitter

Product Research for eBay with Terapeak

Using Online Communities for Marketing Research

Market Research on Facebook

Seven Ways to Use Facebook for Market Research

Pinterest For Marketing Research

Keywords and Their Optimization:

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Introduction to Keyword Research

One Click Keyword Research

Finding Awesome Keywords

Search Engine Optimization Keyword Research

Week 4:

Lecture 7- Surveys and Interviews

Readings: Chapter and Additional Material:

Chapter 11, 15: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014).

“Basic Marketing Research”. NY: Cengage.

Article: Acquiescence Bias

Article: Refusal Rates

Article: Telephone Response Rates

Article: Opting In

Article: Offline vs. Online Data Collection

Article: Online vs. Face-to-Face Surveys

Article: Web vs. Telephone Surveys

Article: Telephone vs. Postal vs. e-mail Surveys

Article: Where Have All the Respondents Gone?

Article: Improving Online Surveys

DVD/VIDEO/Webcast:

AMA Webcast: Community Panels

AMA Webcast: Online Panels

AMA Webcast: Online Panel Mix

AMA Webcast: Customer Surveys

Lecture 8– Measurement

Readings: Chapter and Additional Material:

Chapter 12: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Article: Levels of Measurement

Article: Predicting Consumer's Behavior

Article: Scale Ratings

Article: Reliability and Validity

Article: Rank (vs Rating) Matters

DVD/VIDEO/Webcast:

Advertising Measurement:

Audience Measurement

Global Perspectives on Measurement Issues

Media Measurement in the Digital Age

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Week 5:

Lecture 9 – Measurement Scales

Readings: Chapter and Additional Material:

Chapter 9, 12: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014).

“Basic Marketing Research”. NY: Cengage.

Closeup: Measuring Attitudes on Sensitive Subjects

Article: Attitude Scales

Article: Theory and Measurement #1

Article: Theory and Measurement #2

Article: Measurement Scales

Article: Maxdiff Scaling

Article: Attributes Respondents Don't Want

Book Excerpt: Practical Marketing Research

Lecture 10- Questionnaires and Instruments

Readings: Chapter and Additional Material:

Chapter 13: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Tips on Intercept Survey Design

Article: Screener Questions

Article: Question Context

Article: Litigation Surveys

Article: Response Order Effects

Article: Personalizing Cover Letters

Article: Split Questionnaire Designs

Article: Ask the Right Questions #1

Article: Ask the Right Questions #2

Article: Is MaxDiff All That Different?

Article: MaxDiff Scaling

Article: Net Promoter Score

Article: Measuring Importance

Book Excerpt: Sudman and Blair textbook

Sample Print Questionnaires: Faculty, Library Users, NMSU Alumni, PGM

Alumni, UNT Athletics, Conference Registration, Current Student

Assessment, Past Student Assessment, Employee Assistance

Program,Executive Golf Course, Golf Equipment & Clothing, Golf Pro

Shop, More

Sample Telephone Questionnaires: Business Traveler, Leisure

Traveler, Travel Agent

DVD/VIDEO/Webcast:

Thorndike Case: Part 1 Part 2 Part 3

AMA Webcast: Survey Data Integration

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Asking Why

Demographics

AMA Webcast: 2010 US Census

Elizabeth Ellers, Univision (Hispanics)

Week 6 Lecture 11 - Revision (Part 1 )

Brief revise of the material taught.

Lecture 12 – Revision ( Part 2)

Brief revise of the material taught.

Week 7

Midterm Exams

Week 8:

Lecture 13: Clarifying the Research Question through Secondary Data

and Exploration

Readings: Chapter and Additional Material:

Chapter 7: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Marketing Information Sources

Article: Panel Research

Article: Demographic Forecasting

Article: Consumer Panels

Article: Online Panels

DVD/VIDEO/Webcast:

Syndicated Data: Shopper Elite

Nielsen

AMA Webcast: Analytics

AMA Webcast: Customer Data and Customer Retention

AMA Webcast: Consumer Insights from Social Media

Five Invaluable Sites for Market Research Data

Market Research w Dummies Book Website

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Lecture 14: Qualitative Research

Readings: Chapter and Additional Material:

Chapter 4: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). “Basic

Marketing Research”. NY: Cengage.

Focus Group Discussion Guide (pp.702-703)

Restaurant Focus Group

Script

Executive Summary

Resort and Casino Focus Group Script

Closeup: Qualitative Research with Children

Article: Qualitative Research #1

Article: Qualitative Research #2

Article: Case Research

Article: Focus Groups

Article: Focus Group Validity

Article: Running Focus Groups

Article: Online Focus Groups

Article: Projective Techniques

Article: Ethnography

Article: Offline Focus Groups vs. Online Focus Groups vs. eDelphi

Article: Research 2.0

Article: What's an Opinion? (eDelphi approach)

DVD/VIDEO/Webcast:

Sputnik

Colgate Mexico

Leveraging the Non-conscious to Drive Growth Through Innovation:

Part 1 Part 2 Part 3

Using Metaphor to Solve the Insight Depth Deficit:

Part 1 Part 2 Part 3 Part 4

Lawrence Bailey Lecture

Choosing A Brand Name - BuzzBack

Concept Optimization Software - BuzzBack

Exploring Beauty - Self-Image, Attitudes, & Beliefs - BuzzBack

Revamp Packaging Research - BuzzBack

Ways to Develop and Optimize Consumer Language - BuzzBack

Preparing a Focus Group

Focus Groups

Deodorant: Part 1 Part 2 Part 3

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Oregon PBS: Part 1 Part 2

Trading Cards

Women's Shoes: Part 1 Part 2 Part 3

Moms Got Game (Focus Group Panel)

Week 9

Lecture 15- Experiments and Test Markets

Readings: Chapter and Additional Material:

Chapter 8: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). ―Basic

Marketing Research‖. NY: Cengage.

Article: Experimental Methods and Examples

DVD/VIDEO/Webcast:

Small Reminders of Money Produce Big Changes in Behavior

Disney's Use of 3D

What Your Customers Want

Neuromarketing:

If It Feels Good Do It

Improving Neuromarketing Measurement in Advertising

Brain Science: The Magic Bullet

University of Akron Neuromarketing Initiative

Part 1 Part 2

Neuroscience and Market Research

Neuroscience and the Future of Marketing Research

Part 1 Part 2 Part 3

Week 10:

Lecture 17 – Basic Sampling Concepts

Readings: Chapter and Additional Material:

Chapter 14: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). ―Basic

Marketing Research‖. NY: Cengage.

Article: Paid for Opinion

Article: Can Search Engine Advertising Help Access Rare Samples?

Article: Paid Respondents and Online Research

Link to Online Sampling Tutorials:

Tardis (UK)

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DVD/VIDEO/Webcast:

AMA Webcast: Data Quality (also relates to Modules 2 and 3)

AMA Webcast: Online Samples

Sampling Basics

Introduction to Sampling (Bradley Lecture)

Lecture 18 – Ethics in Marketing Research

Readings: Chapter and Additional Material:

Direct Marketing Association Information Security Guideline (pp.704-706)

Chapter 2: Brown, J.T., Suter, T.A., and Churchill, G.A. (2014). ―Basic

Marketing Research‖. NY: Cengage. (ethics only)

Article: Research Ethics #1

Article: Research Ethics #2

Article: Ethical Codes are Not Enough

Also: Applying Ethics Checklist

Article: Observational Research

Article: Using Compliance Techniques to Boost Telephone Response Rates

DVD/VIDEO/Webcast:

The Century Of The Self (BBC series, 4 hours)

The Filter Bubble: What The Internet Is Hiding From You

Week 11:

Lecture 19– Consumer Pereption: Conscious and Non-Conscious

Processes (Rajagopal and Castano, R. 2015)

Outline:

Chapter 1:

Effects of sensory cues

Non- conscious processes in consumer behaviour

Aesthetic package design

Lecture 20- Building and Changing consumer Attitude (Rajagopal and

Castano, R. 2015)

Outline:

Chapter 6 :

Consumption culture

Building consumer attitude

Shopping trends and purchase intentions

Understand ding consumer choice

Location and shopping behaviour

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Week 12:

Lecture 21- Social Group Influences (Rajagopal and Castano, R. 2015)

Outline:

Chapter 8:

Social networks and digital media influences

Social change and consumerism

PR in driving consumer behaviour

Lecture 22- Ethnicity and Consemerism (Rajagopal and Castano, R.

2015)

Outline:

Chapter 9:

Multicultural marketing

Attributes of ethnic marketing

Sociology of minority marketing

Managing bottom of the pyramid consumers

Week 13:

Lecture 23– Consumer in the E-Marketplace (Rajagopal and Castano,

R. 2015)

Outline:

Chapter 10:

Consumers in virtual markets

Trust in virtual markets

Technology shifts and consumer behaviour

Shifts in global business

Lecture 24 – Routes to Market (Rajagopal and Castano, R. 2015)

Outline:

Chapter 11:

Self-service technologies

Technology led customer relationship management

Co-creation of consumer technology

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Week 14: Revision

Lecture 25- Revision (PART 1 )

Brief revise of the material taught.

Lecture 26 - Revision (PART 2)

Brief revise of the material taught.

Week 15

Final Examination

Teaching Methodology

Lectures/Group Discussions/ In class presentations/ Case Studies.

Bibliography Core:

Brown, J. T., Suter, A. T., and Churchill, A.G. (2014). ―Basic

Marketing Research”. NY: Cenage.

Rajagopal and Castano, R. (2015). “Understanding Consumer

Behaviour and Consumption Experience”. NY: IGI Global.

Recommended:

Lohr, S. (2015). “Data-ism: The Revolution Transforming Decision

Making, Consumer Behavior, and Almost Everything Else”. New

York: Harper Business.

Mothersbaugh, D. Hawkins, D. (2016). “Consumer Behavior:

Building Marketing Strategy”, 13th Edition, New York: McGraw-Hill

Education.

Hantula, A., and D. Wells, K. V. (2014). “Consumer Behavior

Analysis: (A) Rational Approach to Consumer Choice”. London:

Routledge.

Kardes, F. Cronley, M. (2014). ―Consumer Behavior”, 2nd Edition,

Ohio, US: South-Western College Pub.

Solomon, R. M. (2016). ―Consumer Behavior: Buying, Having, and

Being”, 12th Edition, London: Pearson.

Solomon, S., et al. (2016). “Consumer Behavior: A European

perspective”, 3rd edition, Essex: FT Prentice Hall.

Wilson, A. (2006). “Marketing Research an Integrated Approach”, 2nd

Edition, Essex: FT Prentice Hall

ADDITIONAL RESOURCES:

Tim Ash‘s Decision-Making Funnel:

http://searchenginewatch.com/3633127

Understanding the Online Marketplace: This resource provides an

excellent overview of Internet marketing tactics that prioritize

analyzing market research and consumer behavior.

http://www.slideshare.net/DaveChaffey/online -marketplace-analysis-

smart-insights-dave-chaffey

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The Power of Persona-lization: http://www.clickz.com/3632765\

―10 Questions to Ask Before Determining Your

Target Market.‖ http://www.entrepreneur.com/article/226360

―Multicultural Marketing Trends to Watch for in

2013.‖ http://www.intelligenttargeting.com/blogs/corina

/multicultural-marketing-trends-watch-2013

yy Legislation and Behavioral Targeting:

http://adage.com/digital/article?article_id=145161

Legislation and Behavioral Targeting: http://adage.com/digital/artic

Assessment Methods

Class Attendance &Participation, Midterm, Final Exams.

Class

Attendance

Class attendance is considered an important part of the educational process. It is expected that students will attend all class sessions scheduled for the courses for which they have registered. Academics (Module Leader) are responsible for recording student attendance for the module they are responsible for. This is to be recorded on a typed list for their module. (Class lists are available from the Department Office). The absence limit is 10%. At the beginning of each semester the lecturers will define absentee limits so they are aware of how many absences students are allowed before it affects their grades and progression. If they do exceed the maximum number of absences their overall grade is automatically deducted by 20% in any unit they did not adequately attend. At the end of each semester the Module Leader is to provide an overall summary of the student attendance for that module. If the student exceeds 20% of the module in absences he/she automatically fails the module. Attendance list and an overall summary of attendance are to be kept in the relevant module files which are located in the Department Office.

Weighting of Assessment

10% (Class Attendance& Participation), 30% (Midterm), 60% (Final Exams).

Lectures/ Hours per week

2 Lectures / 4hours

Indicative learning and teaching time

This module is delivered through lectures, group discussions, presentations

and case studies.

Teaching Hours:

Lectures 56 Hours

Mid-term Exam 2 Hours

Group Discussions/ Presentations/Case studies 8 Hours

Final Exams 2 Hours

Student Learning Time

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Student Reading 56 Hours

Homework/ Presentations 44 Hours

Midterm and Final Exams Preparation 20 Hours

Total: 188 Hours

Language English

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Course Title Social Media Marketing Management

Course Code DM101

Course Type Compulsory

Level Diploma

Year / Semester 1st / 2nd

Lecturer‘s Name Xenios Kasinides

E-mail:

Telephone:

Office Hours:

xenios@ledra.ac.cy

22514044

Mon 13:30 – 14:30, Tue 9:00 – 12:00, Wed 09:00 - 10:00, Thu 16:00 – 18:00 and Fri 9:00-10:00.

Preferred style of contact:

Via e-mail for setting an appointment.

ECTS 7.5 Lectures / week 2/2 Laboratories / week

None

Course Purpose and Objectives

DM101 provides an introduction to social media marketing (SMM). It is built

around a proven eight-step social media planning model provides you with a

cumulative learning experience, showing you how to construct social media

strategies that achieve desired marketing goals.

These marketing goals shape the development of tailored social media

strategies. Special attention is given to the most effective techniques for

identifying targeted marketing on the social web, with emphasis on the

creation of personas that represent the critical online market segments for a

company.

Students will discover how to put these well-defined personas to work in

selecting the optimal social media platforms for reaching an organization's

marketing goals.

Students will be taught the rules of engagement and social media ethics for

behaving properly as marketers on the social web. With these guidelines in

mind, the most productive marketing tactics for each type of major social

media platform are examined in depth.

These platform-specific tactics are brought together in the final chapter to

create a comprehensive social media marketing plan, with detailed

explanations and illustrations from a real world plan.

Extensive consideration is given to monitoring, evaluating, and tuning the

implementation of social media marketing initiatives. In addition, you will be

introduced to the most useful quantitative and qualitative social media

measurements, along with various ways to estimate an organization's return

on investment in social media marketing activities.

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Learning Outcomes

By the end of this course, students will be able to:

Define social media marketing goal setting necessary to achieve

successful online campaigns.

Describe the history of social media marketing, its rapidly evolving

role in public relations, advertising, and marketing, as well as the

merging of social media marketing with all facets of business.

Explain how to develop effective social media marketing strategies

for various types of industries and businesses.

Define target markets for specific social media platforms.

Use social media platforms (e.g., blogs, microblogs, social networks,

wikis, Q&A sites, bookmarking, social news, image & video sharing,

and podcasting) to influence consumer and promote a company,

brand, product, service or person.

Track progress in achieving social media goals with a variety of

powerful measurement tools, services, and metrics.

Put it all together in a social media marketing plan.

Prerequisites None Required None

Course Content WEEKS

Week 1:

Lecture 1 - Introduction

Introduction to the course

Overview of syllabus and requirements

Lecture 2 – Chapter 1: Why Social Media? (Barker et al, 2013)

Outline:

What is Social Media marketing?

Case study: ― Fiskars creates a social media community around

scrapbooks‖

The history of social media marketing

Why social media marketing is different?

Week 2: Chapter 2- Goals and Strategies (Barker et al, 2013) (PART 1)

Lecture 3 -

Outline:

What is a social media marketing plan?

Social media marketing planning cycle

Listen and observe: Five stages

Setting goals

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Case study: ― Dell Reinvents itself through social media‖

. Determining strategies

Case study: ―Hubspot gets results from strategic social media marketing‖

Linking goals with a call to action

Lecture 4–

Outline:

Facebook marketing

Twitter marketing

LinkedIn

Google+

Pinterest

Video marketing

Week 3:

Lecture 5 Chapter 3 – Identifying target audiences (Barker et al, 2013)

Outline:

Determining the optimal target audience

The personal Development cycle

Lecture 6 - Chapter 4 – Rules of engagement for social media (Part A)

(Barker et al, 2013)

Outline:

Permissions vs. Interruption marketing

Case study: ― Pepsi‘s transition from interruption to permission marketing‖

Principles for success

Case study: ―Trials and tribulations Walmart‘s struggle with social media

marketing‖

Rules of engagement

Week 4:

Lecture 7– Chapter 4 – Rules of engagement for social media (Part B)

(Barker et al, 2013)

Outline:

Defining social media marketing ethics

Making ethical decisions

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Lecture 8-

Outline:

Chapter 1: Reality Check: The Permeating Trends of Social Media and Social Business. (Schaffer, 2013)

Chapter 2: A Social Media Strategy: The Framework for the Ever-Changing World of Social Media. (Schaffer, 2013)

Chapter 3: Determining Objectives and Background for Your Social Media Program. (Schaffer, 2013)

Week 5: Chapter 15- Social media marketing plan (Barker et al, 2013)

Lecture 9–

Outline:

Creating an informative and eye-catching title page

Automatically generating a table of contents

Writing a compelling executive summary

Composing a brief overview

Observing social media presence

Conducting a competitive analysis

Lecture 10 –

Outline:

Setting goals

Determining strategies

Identifying the target market

Selecting tools implementing

Monitoring

Week 6

Lecture 11 - XYZ Coffee company social media marketing plan.

Outline:

Executive summary

Brief overview

Social media presence

Competitive analysis

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Goals

Strategies

Target market

Tools

Implementation

Monitoring

Tuning

Budget

ROI

Lecture 12 – Revision

Brief revise of the material taught.

Week 7

Midterm Exams

Week 8:

Lecture 13-

Chapter 4: Auditing Your Social Media Program (Schaffer, 2013)

Lecture 14-

Chapter 5: Core Elements and Concepts in Your Social Media Strategy (Schaffer, 2013)

Chapter 6: Blogging as an Essential Part of Every Social Media Strategy (Schaffer, 2013)

Week 9

Lecture 15 – Chapter 5 : Publishing Blogs (PART A) (Barker et al, 2013)

Outline:

What is a blog?

Marketing benefits of blogging

Linking a blog to marketing objective

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Lecture 16 – Chapter 5 : Publishing Blogs (PART B) (Barker et al, 2013)

Outline:

Creating a content strategy

Tips for successful blogging

Monitoring the blog sphere

Week 10 :

Chapter 6- Publishing podcasts and webinars (PART A) (Barker et al,

2013)

Lecture 17 –

Outline:

A brief history of podcasting

Creating and sharing podcasts

Case study: ― The podfather‖

Lecture 18 – Chapter 6:Publishing podcasts and webinars (PART B)

(Barker et al, 2013)

Outline:

Marketing with podcasting

Case study: ― Mugglecast makes podcast magic‖

Hosting webinars

Marketing with webinars and/or podcasts

Exercise case study: ―Inspired marketing LLC generates sales from

webinars‖

Week 11:

Lecture 19–

Outline:

Chapter 8: Maximizing Your Twitter Presence (Schaffer, 2013)

Chapter 9: Maximizing Your LinkedIn Presence (Schaffer, 2013)

Lecture 20 -

Outline:

Chapter 10: Maximizing Your Google+ Presence (Schaffer, 2013)

Chapter 11: Maximizing Visual Social Networks (Schaffer, 2013)

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Week 12

Lecture 21 – Chapter 8: Sharing Videos (Barker et al, 2013)

Outline:

Benefits of marketing with online videos

Case study: ―Blentec: Will it blend?‖

How to create appealing video content

Case study: The ―Old spicy guy‖ viral videos.

Sharing online videos

Encourage user generated content

How to monetize online video sharing

Lecture 22 – Chapter 9 : Sharing photos and images (Barker et al, 2013)

Outline:

Benefits of marketing with online photos and other images

Case study: ― Flickr and the library of congress create a commons for cultural heritage collection‖

Marketing with photo sharing sites

Week 13:

Lecture 23– Chapter 10: Social networks (Barker et al, 2013)

Outline:

Benefits of marketing with social networks

Marketing with social networks

Case study: ― Quantivo uses LinkedIn for lead generation‖

What is a white label social network?

Lecture 24 –. Chapter 14: Social media monitoring (Barker et al, 2013)

Outline:

Tracking

Measuring

Qualitative key performance indicators

ROI

Evaluation

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Selecting social media monitoring

Week 14

Lecture 25-

Chapter 12 : Discussion boards, social news, and Q&A Sites

(Barker et al, 2013)

Outline:

What is a discussion board?

Discussion forum structure

Marketing with discussion forum

What is a social news site?

Marketing with social new sites

What is Q&A site?

Marketing with Q&A sites

Lecture 26 - Revision

Brief revise of the material taught.

Week 15

Final Examination

Teaching Methodology

Lectures/Group Discussions/ In class presentations/ Case Studies.

Bibliography Core:

Barker, M., et al. (2013). “Social media marketing a strategic

approach”. London: South- Western Cengage Learning.

Scaffer, N. (2013). “Maximize your social: A one- stop guide to

building a social media strategy for marketing and business

success”. NY: Willey.

Recommended:

Anderson, A. (2016).‖Social Media: How to Skyrocket your Business

through Social Marketing! Master Facebook, Twitter, YouTube,

Instagram & LinkedIn”. New York: Createspace Independent

Publishing Platform.

Chaffey, D., Ellis-Chadwick, F., Myer, R., and Johnston, K. (2009).

―Internet marketing: Strategy, Implementation and Practice”. 4th

edition, Harlow Essex: Pearson Education.

Hanson, W. A. and Kalyanam, K. (2007). ―Internet marketing & e-

commerce”. Mason Ohio: Thomson South-Western.

Kelly, D. (2016). “Social Media: Strategies to Mastering Your Brand-

Facebook, Instagram, Twitter and Snapchat”. New Jersey: Lulu.com.

McDonald, J. (2016). “Social Media Marketing Workbook: 2017

Edition - How to Use Social Media for Business‖. New York:

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Createspace Independent Publishing Platform.

Moran, M. (2008). ―Do it wrong quickly: How the web changes the

old marketing rules”. Crawfordsville, Indiana: Pearson Education.

Roberts, M. L. (2008). ―Internet marketing: Integrating online and

offline strategies”.2nd edition. Mason Ohio: Atomic Dog, Thomson.

Williams, B. (2016). “Social Media: Master and Dominate Social

Media Marketing Using Facebook, Instagram, Twitter, YouTube,

LinkedIn, Snap Chat, Pinterest, Google+, Vine, and Much more!”.

New York: Churchill Templeton Publication.

Assessment Methods

Class Attendance &Participation, Midterm, Final Exams.

Class

Attendance

Class attendance is considered an important part of the educational process. It is expected that students will attend all class sessions scheduled for the courses for which they have registered. Academics (Module Leader) are responsible for recording student attendance for the module they are responsible for. This is to be recorded on a typed list for their module. (Class lists are available from the Department Office).The absence limit is 10%. At the beginning of each semester the lecturers will define absentee limits so they are aware of how many absences students are allowed before it affects their grades and progression. If they do exceed the maximum number of absences their overall grade is automatically deducted by 20% in any unit they did not adequately attend. At the end of each semester the Module Leader is to provide an overall summary of the student attendance for that module. If the student exceeds 20% of the module in absences he/she automatically fails the module. Attendance list and an overall summary of attendance are to be kept in the relevant module files which are located in the Department Office.

Weighting ofAssessment

10% (Class Attendance& Participation), 30% (Midterm), 60% (Final Exams).

Lectures/ Hours per week

2 Lectures / 4hours

Indicative learning and teaching time

This module is delivered through lectures, group discussions, presentations

and case studies.

Teaching Hours:

Lectures 56 Hours

Mid-term Exam 2 Hours

Group Discussions/ Presentations/Case studies 8 Hours

Final Exams 2 Hours

-----------------------------------------------------

Student Learning Time

Student Reading 56 Hours

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Homework/ Presentations 44 Hours

Midterm and Final Exams Preparation 20 Hours

----------------------------------------------------

Total : 188 Hours

Language English

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Course Title Fundamentals of Web Design and Applications for Social Media

Course Code DM204

Course Type Compulsory

Level Diploma

Year / Semester 1st / 2nd

Lecturer‘s Name Giorgos Georgiou

E-mail:

Telephone:

Office Hours:

george@ledra.ac.cy

22514044

Mon 15:00 – 18:00, Tue 13:00 – 14:30, Wed 11:00 - 14:30 & Thu 13:00 – 14:30

Preferred style of contact:

Via e-mail for setting an appointment

ECTS 7.5 Lectures / week 1 / 1

Laboratories / week

1 / 1

Course Purpose and Objectives

To enable students to develop basic web pages, designed from a consumer

usability perspective, as well as applications for Social Media. To equip

students with knowledge in the areas of functionality, formatting and editing

of web content, content structure, content elements and organization,

including the creation, incorporation and formatting of tables, images, forms,

and links. To create student understanding of Cascading Style Sheets in

terms of page layout and CSS techniques, HTML5, as well as develop

sound knowledge about floating, positioning, transitions, transforms and

animation. To introduce students to JavaScript, its anatomy and usage.

Learning Outcomes

Possess an all-inclusive understanding of the process used to

create a webpage

Possess an all-inclusive understanding of the process used to

create a Social Media application

Be able to build a basic web and Social media application page by

themselves

Be able to differentiate a business and give it a competitive

advantage via its webpage and its Social Media applications by

developing them from a user-friendly perspective

Have basic knowledge of JavaScript

Understand Cascading Style Sheets (CSS) and CSS techniques

Be able to create, format, edit, and improve web content including

text, images, tables, forms, backgrounds, colors, shades, font as

well as padding, borders, margins

Be able to assess the design of web page and of Social Media

application at a basic level

Be able to create links to other websites, within a website, or mail

links, as well as target new browser windows

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Be able to add a competitive advantage to a business and increase

its audience via a Social Media application.

Prerequisites None Required None

Course Content Weeks:

Week 1:

Lecture 1 - Introduction to the Internet and WWW

This lecture will provide an overview of the course aims, intended learning

outcomes and the design of the course. It will explain the motivation behind

the course and along with the idea of the course content. This will include an

overview of a number of examples of real life web applications, where we

shall highlight the main problems and questions that we shall seek to

address and answer through the lecture series. An introduction to the

Internet and explaining how it‘s working. We will start with the internet

definitions and the history. Then we will analyze the internet protocols.

Following we will review the Client-Server model. The domain name system

will follow. As next step explaining to the class what uniform resource

locator is. Next thing we will review the hypertext transfer protocol. On the

last section of the lecture we will see the web servers.

Outline

Definitions and history

Internet protocols

Client-Server model

Domain name system

Uniform resource locators

Hyper Text Transfer Protocol

Web servers

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand the internet definitions and history

List different examples of web applications

Understand the Internet protocols

Understand the Client-Server model

Understand the Domain name system

Understand the Uniform resource locators

Understand the Hyper Text Transfer Protocol

Know the Web servers

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Lecture 2 Creating a Basic Web Page.

This lecture will provide an overview of how to create a basic web page. An

introduction to the HTML source document and explaining how it‘s working.

Then we will analyze the HTML, XML, and XHTML. Following we will

compare HTML vs. XHTML. A composition of the XHTML document will

follow. As next step explaining to the class how we are creating the XHTML.

Next thing we will review the XHTML tags/elements. The headings come

next. On the last section of the lecture we will see how we are commenting.

Outline

HTML source document

HTML, XML, XHTML

HTML vs. XHTML

Composition of a XHTML Document

Creating XHTML

XHTML Tags/Elements

Headings

Commenting

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand the HTML source document

Know the HTML, XML, XHTML

Compare the HTML vs. XHTML

Know the composition of the XHTML Document

Create an XHTML

Use XHTML Tags/Elements

Use Headings

Use the commenting in their source code

Week 2

Lecture 3 - Lab assignment

This is a practical lecture in lab and it is based on the individual assignment that will be given to students, practicing on the material taught from the previous two lectures.

Lecture 4 - HTML basics

This lecture will provide an overview of the HTML basics. An introduction to

the HTML and its history. Then we will analyze the HTML syntax. Following

we will review the semantic markup. The analysis of structure of HTML will

follow. Next step is a quick tour of HTML explaining to the class its

capabilities. On the last section of the lecture we will see the HTML

semantic elements.

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Outline

HTML Defined and its History

HTML Syntax

Semantic Markup

Structure of HTML

Quick Tour of HTML

HTML Semantic Elements

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know the HTML defined and its history

Understand the HTML Syntax

Know the semantic markup

Understand the structure of HTML

Know the HMTL capabilities

Know the HTML semantic elements

Week 3

Lecture 5 - CSS.

This lecture will provide an overview of CSS. An introduction to the CSS and

explaining how it‘s working. Then we will analyze the CSS Syntax. Following

we will review location of styles. An analysis of the selectors will follow. As

next step explaining to the class the cascade and how styles interact. Next

thing we will review is the box model. On the last section of the lecture we

will see the CSS text styling.

Outline

What is CSS?

CSS Syntax

Location of Styles

Selectors

The Cascade: How Styles Interact

The Box Model

CSS Text Styling

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know what CSS is

Understand the CSS Syntax

Know the location of styles

Understand the selectors

Know the cascade and how styles interact

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Understand the box model

Understand the CSS text styling

Lecture 6 - Bootstrap

This lecture will provide an overview of Bootstrap. An introduction to the

Bootstrap and explaining how it‘s working. Then we will analyze the

advantages of Bootstrap. Following we will review the viewport. An analysis

of the bootstrap essentials will follow. As next step explaining to the class

the bootstrap features. On the last section of the lecture we will see the grid

system.

Outline

What is Bootstrap?

Advantages of Bootstrap

What is The Viewport?

Bootstrap Essentials

Bootstrap Features

Grid System

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know what Bootstrap is

Know the advantages of Bootstrap

Know what The Viewport is?

Understand the Bootstrap essentials

Understand the Bootstrap features

Understand the grid system

Week 4

Lecture 7 - JavaScript & jQuery

This lecture will provide an overview of JavaScript and jQuery. An

introduction to the JavaScript and explaining how it‘s working. Then we will

analyze the JavaScript design. Following we will review the using of

JavaScript. An analysis of the JavaScript syntax will follow. As next step

explaining to the class the JavaScript Objects. Next thing we will review is

the DOM. JavaScript events come next. Forms are the last part of the

JavaScript section. Entering the second part of the lecture we start with an

introduction to the jQuery, explaining how it‘s working and what is available

with it. Then we will analyze how to add jQuery to your website. Following

we will review the jQuery syntax. On the last section of the lecture we will

see jQuery / DOM comparison.

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Outline

What is JavaScript

JavaScript Design

Using JavaScript

JavaScript Syntax

JavaScript Objects

The DOM

JavaScript Events

Forms

What is jQuery?

What is available with jQuery?

How to add jQuery to your website

jQuery Syntax

jQuery / DOM comparison

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know what JavaScript is

Understand the JavaScript design

Know the using of JavaScript

Understand the JavaScript syntax

Know the JavaScript objects

Understand the DOM

Understand the JavaScript events

Know the JavaScript Forms

Know what jQuery is

What is available with jQuery?

Know how to add jQuery to a website

Understand the jQuery syntax

Understand the jQuery / DOM comparison

Lecture 8 – Digital Marketing

This lecture will provide an overview of digital marketing. An introduction to

digital marketing and explaining what it is. Then we will analyze the digital

marketing strategies. On the last section of the lecture we will see the social

media marketing.

Outline

What is digital marketing

Digital marketing strategies

Social media marketing

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Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand the term Digital Marketing

Know the Digital Marketing Strategies

Understand the social media marketing

Week 5

Lecture 9 – Email marketing

This lecture will provide an overview of email marketing. An introduction to

email marketing and explaining what it is and why it is preferred. Then we

will analyze how to reach consumers. Defining the business objectives will

be our next subject followed by how to improve the odds that a user will join

your list. Furthermore we will analyze the privacy policy, and moreover we

will learn why it is very important to pay attention in detail. The next subject

will be the consequences of spamming followed by the types of outbound

emails. In addition we will review the components of an email and try to

measure success. Apart from that we will analyze the 3 important factors of

emails, which are timing, length and frequency. A comparison of HTML vs.

plain text is next in row and will be followed by the summary of the lecture.

On the last section of the lecture we will analyze how to start email

markerting in 10 easy steps.

Outline

Why market via email

Reaching Today‘s Consumer

Define Business Objectives

Improve the Odds that a User Will Join Your List

Privacy policy

Attention to Detail

Consequences of Spamming

Types of Outbound Email

Components of an Email

Measure Success

Frequency

Timing

Length

HTML vs. Plain Text

Summary

How to start email markerting in 10 easy steps

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand why market via email is preferred

Know how to reach today‘s consumer

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Know how to define business objectives

Know how to improve the odds that a user will join your list

Understand the privacy policy

Know how to pay attention to detail

Understand the consequences of spamming

Know the types of outbound email

Know the components of an email

Know how to measure success

Understand the Frequency

Understand the Timing

Understand the Length

Understand the comparison of HTML vs. Plain Text

Know how to start email markerting in 10 easy steps

Lecture 10 – Mobile marketing overview

This lecture will provide an overview of mobile marketing. We will start with

an introduction to the mobile marketing. Then we will analyze the mobile

websites and mobile advertising. Following we will see the location-based

services. Mobile email/sms and mobile applications will be the next two

sections of the lecture. We will see mobile gaming after that and then we will

analyze the mobile measurement. On the last section of the lecture we will

see the mobile marketing strategy.

Outline

Mobile marketing

Mobile Websites

Mobile Advertising

Location-based Services

Mobile Email & SMS

Mobile Applications

Mobile Gaming

Mobile Measurement

Mobile marketing strategy

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand the mobile marketing

Understand the mobile websites

Understand the mobile advertising

Understand the location-based services

Understand the mobile email & SMS

Understand the mobile applications

Understand the mobile gaming

Understand the mobile measurement

Understand the mobile marketing strategy

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Week 6

Lecture 11 - Revision part1

Brief revise of the material taught and supplementary examples/exercises.

Lecture 12 – Revision part2

Brief revise of the material taught and supplementary examples/exercises.

Week 7

Midterm Exams

Week 8

Lecture 13 - Databases

This lecture will provide an overview of databases. An introduction to

databases and web development and explaining how they are working.

Then we will analyze the Structured Query Language (SQL). Following we

will review the database APIs. An analysis of managing a MySQL database

will follow. As next step explaining to the class how we are accessing

MySQL in PHP. Next thing we will review the case study schemas. On the

last section of the lecture we will see sample database techniques.

Outline

Databases and Web Development

Structured Query Language (SQL)

Database APIs

Managing a MySQL database

Accessing MySQL in PHP

Case study schemas

Sample database techniques

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand databases and web development

Understand the Structured Query Language (SQL)

Understand the Database APIs

Manage a MySQL database

Access MySQL in PHP

Know the case study schemas

Understand the sample database techniques

Lecture 14 - Managing State

This lecture will provide an overview of managing state. An introduction to

the problem of state. Then we will analyze how we are passing information

via query strings. Following we will see how we are passing information via

the URL path. An overview of cookies will follow. As next step explaining to

the class the serialization. On the last section of the lecture we will see the

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session state.

Outline

The Problem of State

Passing Information via Query Strings

Passing Information via the URL Path

Cookies

Serialization

Session State

Intended Learning Outcomes

At the end of this lecture students should be able to:

Understand the problem of state

Know how we are passing information via query strings

Know how we are passing information via the URL path

Understand the cookies

Understand the serialization

Understand the session state

Week 9

Lecture 15 - Social media

This lecture will provide an overview of social media. An introduction to

social media and explaining how they are working. Then we will analyze the

examples of social media. Following we will explain why we should care

about social media. As next step explaining to the class what are the social

media. Next thing we will review how to generate an activity stream. How to

share an activity stream come next. On the last section of the lecture we will

see how to process activity streaming.

Outline

Examples

Why You Should Care

What is Social Media?

Generate an activity stream

Share activity stream

Process activity streaming

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know the examples of social media

Know why we should care about social media

Know what social media is

Know how to generate an activity stream

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Know how to share activity stream

Know how to process activity streaming

Lecture 16 - Social Media & Public Relations

This lecture will provide an overview of social media & public relations. An

introduction to the social media and explaining what it is. Then we will

analyze the characteristics of social media. Following we will review the

opportunities in social media. An analysis of the key terms to remember

about social media will follow. As next step explaining to the class what is

the purpose of social media. Next thing we will review the social media &

mobile Applications. What are the goals in social media measurement come

next. Following will review the role of the new PR professional. On the last

section of the lecture we will see why it is important to understand social

media from a PR perspective.

Outline

What is social media?

Characteristics of Social Media

Opportunities in Social Media

Key terms to remember about social media

What is the purpose of social media?

Social media & Mobile Applications

What are the goals in social media measurement?

Role of the new PR professional

Why is it important to understand social media from a PR

perspective?

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know what social media is

Know the characteristics of social media

Understand the opportunities in social media

Understand the key terms to remember about social media

Know what the purpose of social media is

Know the social media & mobile applications

Know what the goals in social media measurement are

Understand the role of the new PR professional

Know why it is important to understand social media from a PR

perspective

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Week 10

Lecture 17 - Page Layout Techniques

This lecture will provide an overview of page layout techniques. We will start

with a composition of Table vs. Div. As next step explaining to the class the

common page layouts. On the last section of the lecture we will see the z-

index.

Outline

Table vs. Div

Common Layouts

Z-index (or stack level)

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know the comparison of table vs. div

Know the common page layouts

Understand the z-index

Lecture 18 - Lab practice

This is a practical lecture in lab and it is based on the material taught from lecture15, practicing in given exercises during the lab time.

Week 11

Lecture 19 - Lab practice

This is a practical lecture in lab and it is based on the material taught from

lecture15, practicing in given exercises during the lab time.

Lecture 20 - Dreamweaver Introduction

This lecture will provide an overview of Dreamweaver. An introduction to the

software and explaining how it‘s working. We will review the basics of the

software.

Outline

Dreamweaver Basics

Intended Learning Outcomes

At the end of this lecture students should be able to:

Know the Dreamweaver basics

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Week 12

Lecture 21 - Lab practice

This is a practical lecture in lab and it is based on the material taught from

lecture18, practicing in given exercises during the lab time.

Lecture 22 - Lab practice

This is a practical lecture in lab and it is based on the material taught from lecture18, practicing in given exercises during the lab time.

Week 13

Lecture 23 - Lab practice

This is a practical lecture in lab and it is based on the material taught

through the module, practicing in given exercises during the lab time.

Lecture 24 - Lab practice

This is a practical lecture in lab and it is based on the material taught through the module, practicing in given exercises during the lab time.

Week 14

Lecture 25- Revision part1

Brief revise of the material taught and supplementary examples/exercises.

Lecture 26 - Revision part2

Brief revise of the material taught and supplementary examples/exercises.

Week 15

Final Examination

-----------------------------------------------------------------------------------------------------

Webpage addresses (URLs) and browsers

Anatomy of a webpage

Responsive web design, progressive enhancement, standards of

web design

The steps of the process for designing a web page

Launching a text editor

Elements of web pages: content, structure, text elements, images,

look and style, validation

Organizing page content

Adding links to the webpage – links to other pages, internal links,

mail links, targeting a new browser window

Adding images – image formats

Tables and forms – accessibility, layout, design

CSS – Cascading Style Sheets – orientation and functionality, page

layout, techniques

Introduction to HTML5

Formatting text, colors and backgrounds, Element box, padding,

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borders, margins

Floating and positioning - properties

Transitions, transforms, and animation

Introduction to JavaScript and HTML5

Teaching Methodology

Lectures/Labs/Assignments

Bibliography Core

Duckett, J. (2014). ―Web Design with HTML, CSS, JavaScript and

jQuery Set‖ 1st edition, NY: Wiley,

Weikler, S. (2016). ―Web Design for Beginners: The Ultimate

Website Beginners Guide‖ London: CreateSpace Independent

Publishing Platform, Web Publisher.

Recommended

Dickson, E. (2016). ―The Web Design Book: the ultimate guide to

creating ultimate stunning modern website‖ NY: Monalisa Anthony,

Web Publisher.

Robbins, J. (2012). ―Learning Web Design: a beginner‘s guide to

HTML, CSS, JavaScript and Web Graphics‖, 4th edition, California:

O‘Reilly Media, Inc.

Assessment Methods

Participation and Class Attendance, Midterm, Final Exams, Assignments.

Class

Attendance

Class attendance is considered an important part of the educational process. It is expected that students will attend all class sessions scheduled for the courses for which they have registered. Academics (Module Leader) are responsible for recording student attendance for the module they are responsible for. This is to be recorded on a typed list for their module. (Class lists are available from the Department Office).The absence limit is 10%. At the beginning of each semester the lecturers will define absentee limits so they are aware of how many absences students are allowed before it affects their grades and progression. If they do exceed the maximum number of absences their overall grade is automatically deducted by 20% in any unit they did not adequately attend. At the end of each semester the Module Leader is to provide an overall summary of the student attendance for that module. If the student exceeds 20% of the module in absences he/she automatically fails the module. Attendance list and an overall summary of attendance are to be kept in the relevant module files which are located in the Department Office.

Weighting of Assessment

Participation and Class Attendance (10%), Midterm, (25%), Final Exams (50%), Assignments (15%).

Lectures / Hours per week

1 Lecture / 2 hours 1 Lab / 2 hours

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Project details and Assessment

Students will be required to build a basic web page for a business of their

choice.

Choose a hypothetic business and develop a basic website plan. The

project will be delivered on a USB and presented in class. It will have

to be justified with written evidence, where every student will have to

refer to the theory and explain how the project (website) supports the

theoretical concepts learned so far, why their website is going to be a

success, what its benefits are, what its limitations (if any) are, and why

are they present.

The final project should be between 7 to 8 A4 pages 1.5 spacing, Times

New Roman 12 font, 2cm margins on each side, excluding appendices,

tables, figures, charts, references. The project should also contain a

REFERENCES part at the end, where you should list all sources used in the

preparation of the project. The Harvard referencing system should be used.

The paper-based supportive justification of the project will be graded as

follows:

Effective use and reference to theory from the course and from external

sources: 30%

Strategic thinking and creative solutions: 20%

Overall presentation: 10%

Suggestions and recommendations for improvement: 10%

Thorough, focused and insightful analysis: 10%

The use of examples and data: 10%

Persuasion: 10%

Indicative learning and teaching time

This module is delivered through lectures, group discussions, seminars,

projects, presentations and case studies.

Contact Hours:

Lectures 56 Hours

Mid-term Exam 2 Hours

Group Discussions/Seminars/Presentations/Case studies 8 Hours

Final Exams 2 Hours

-----------------------------------------------------

Student’s Private Study

Student self- initiated 56 Hours

Homework/ Projects/Presentations 44 Hours

Midterm and Final Exams Preparation 20 Hours

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Total : 188 Hours

Language English

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3.3 Διαθέσιμα Βιβλία για τον κλάδο του Digital Marketing

Kotler, P.T. (2016). “Principles of Marketing”, 16th edition, Edinburgh: Pearson.

Kotler, P., Kartajaya H., and Setiawan, I. (2016). “Marketing 4.0: Moving from Traditional to Digital”, 4th Edition, Canada: John Willey and Dons.

Brase, C.H. and Brase, C.P. (2012)."Understandable Statistics”, 10th Edition, Boston: Brooks/Cole Cengage Learning.

Anderson, D.R., et al. (2014). “Statistics for Business & Economics”, 12th Edition, Boston: South-Western College Pub.

Keller, G. (2012)."Statistics for Management and Economics", 4nd Edition, Mason:

South-Western Cengage Learning.

Lohr, S. (2015). “Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else”. New York: Harper Business

Kardes, F., and Cronley, M. (2015). “Consumer Behavior”, 2nd Edition, Ohio, US: South-Western College Pub.

Solomon, R. M. (2016). “Consumer Behavior: Buying, Having, and Being”, 12th Edition, London: Pearson.

Charlesworth, A. (2015). “An Introduction to Social Media Marketing”, 1st Edition,

NY: Routledge.

Anderson, A. (2016).”Social Media: How to Skyrocket your Business through Social

Marketing! Master Facebook, Twitter, YouTube, Instagram & LinkedIn”. New York: Createspace Independent Publishing Platform.

McDonald, J. (2016). “Social Media Marketing Workbook: 2017 Edition - How to Use Social Media for Business”. New York: Createspace Independent Publishing Platform.

Moran, M. (2008). “Do it wrong quickly: How the web changes the old marketing

rules”. Crawfordsville, Indiana: Pearson Education.

Roberts, M. L. (2008). “Internet marketing: Integrating online and offline strategies”,

2nd edition. Mason Ohio: Atomic Dog, Thomson.

Duckett, J. (2014). “Web Design with HTML, CSS, JavaScript and jQuery Set”, 1st edition, NY: Wiley

Weikler, S. (2016). “Web Design for Beginners: The Ultimate Website Beginners Guide”. London: CreateSpace Independent Publishing Platform, Web Publisher.

Kurose, J. (2016)."Computer Networking: A Top-Down Approach", 7th Edition, Essex: Pearson.

Irving , P.(2010)."Computer Networks ", 3rd Edition, Essex: Pearson.

PureWal,S. (2014)."Learning Web App Development: Build Quickly with Proven

JavaScript Techniques", 1st Edition,NY:O'Reilly Media.

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Garner, R. (2013). “Search & Social: The Definitive Guide to real-Time Content marketing”. John Wiley & Sons, Inc., Indianapolis, Indiana.

Amerland, D. (2013). “Google Semantic Search: Search Engine Optimization (SEO)

Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence”. Que Publishing.

Jones, K. (2012). “Search Engine Optimization: Your Visual blueprint for effective Internet Marketing”. 3rd ed. John Wiley & Sons, Indianapolis, Indiana.

Rowles, D. (2014). “Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement”. London: Kogan Page.

Michael, K. (2014). "Architecting the Cloud: Design Decisions for Cloud Computing

Service Models (SaaS, PaaS, and IaaS)",1st Edition, New Jersey: Wiley.

J.Duckett (2014) Javascript & Jquery : interactive front –end web development.

Solomon, S., et al. (2016). “Consumer Behavior: A European perspective”, 3rd

edition, Essex: FT Prentice Hall.( E-Boook)

Wilcox, D., and Cameron, G. (2014). “Public Relations: Strategies and Tactics. Study Edition”, 11th edition, London: Pearson Education. (E- Book)

Harrison, A. (2014). “Business Environment in a Global Context”, 2nd edition, NY: Oxford University Press.

Dlabay, L., Burrow J.L., and Kleindi, B. (2016). “Principles of Business”, 9th Edition, Boston: Cengage Learning.

Hantula, A., and D. Wells, K. V. (2014). “Consumer Behavior Analysis: (A) Rational

Approach to Consumer Choice”. London: Routledge.

Odom, W. (2013)."Introduction to Networking: Creating the Modern Connected World". Essex: Pearson.

Nixon,R.(2014)."Learning PHP, MySQL & JavaScript: With jQuery, CSS & HTML5 (Learning Php, Mysql, Javascript, Css & Html5)", 4th Edition,NY:O'Reilly Media.

Shklar, L., and Rosen, R. (2009)."Web Application Architecture: Principles, Protocols and Practices",2nd Edition,NY:O'Reilly Media.

Aggarwal, C.C. (2015). “Data Mining. The textbook”, 1st Edition, Switzerland: Springer International Publishing.

Kaushik A. (2010). “Web analytics 2.0”, 1st Edition, Canada: Wiley Publishing.

Nixon, R. (2014)."Learning PHP, MySQL & JavaScript: With jQuery, CSS & HTML5

(Learning Php, Mysql, Javascript, Css & Html5)", 4th Edition, NY: O'Reilly Media.

Guth,D. W., and Marsh,C. (2012). “Public Relations – A Values-Driven Approach”. 5th edition, New York: Pearson Education, Inc.

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Sharma, CH., Herzog, J., and Melfi, V. (2008). “Mobile Advertising: Supercharge

your brand in the Exploding Wireless Market”. Hoboken, New Jersey: John Wiley &

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Tench, R., and Yeomans, L. (2009). “Exploring Public Relations”. 2nd Edition, Harlow: Pearson Education.

Bobbitt, R. (2013). “Developing the PR Campaign”,3rd edition, NY: Pearson Education.

Freeman, A. (2011)."The Definitive Guide to HTML5”. NY: Apress Publishing.

Minnick, J., and Friedrichsen, L. (2016)."Web Design with HTML & CSS3: Comprehensive (Shelly Cashman Series)",8th Edition, Boston :Course Technology.

Vodnik, S. (2015)."HTML5 and CSS3, Illustrated Complete",2nd Edition, Boston: Course Technology.

Herbst, G. D. Musiolik, H. T. (2015). “Building Strong Digital Brands”, Berlin: epubli

GmbH.

Gollmann , D. (2011)."Computer Security", 3rd Edition, New York: Springer.

Jajodia, S., Shakarian , P. , Subrahmanian , V. S . , Swarup , V., and Wang,C.

(2015). "Cyber Warfare: Building the Scientific Foundation (Advances in Information Security)". New York: Springer.

Barker ,M.(2013). “Social Media Marketing: a strategic approach”. South Western

Scaffer, N. (2013). “Maximize your Social: A one- stop guide to building a social media strategy for marketing and business success”. NY: Wiley.

Brown J.T Suter, A.T and Churchill,A.G(2014) “Basic Marketing Research” NY:

Cenage.

Rajagopal and Castano, R. (2015). “Understanding Consumer Behaviour and

Consumption Experience”. London: IGI Global.

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4.4 Πτυχία Νέων Καθηγητών

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5.5 Προσύμφωνα Νέων Καθηγητών

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