Κολέγιο CITY College
International Faculty, City College.
Main Campus, Thessaloniki, Greece
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Marketing, Advertising & Public Relations - MA

Degree title: Master of Arts in Marketing, Advertising and Public Relations.
The title is awarded directly by the University of Sheffield.
Duration: 1 or 2 years
Language of instruction: English

The MA in Marketing, Advertising and Public Relations has been designed to provide students with an integrative and strategic view of marketing. The primary aim of the programme is to develop effective marketing, brand, advertising and public relations specialists, equipped with knowledge and understanding of various marketing communications subjects, including a range of technical, human, and conceptual skills that will enhance their future careers in these fields.

The core values that underpin this programme and differentiate it from traditional graduate marketing programmes are an integrative stance, consideration of the new marketing realities and the creation of competence in a balanced mix of marketing skills at an advanced level. It is addressed but not limited to students who recently acquired their bachelor's degree in a wide range of either theoretical or quantitative fields.

 

Entry requirements

View the application and admission requirements of the programme.

 

How to apply

If you wish to apply for this programme you may view details of the application process.

 

Any questions?

If you'd like to know more about this programme, contact our Admissions Team at admissions@city.academic.gr

 

Strategic Marketing
Advertising and Sales Promotion Management
E-Business and Internet Marketing
Innovation and New Product Development
Public Relations Strategies
Research Methods for Business
Strategic Brand Management
Festivals and Events Management
Dissertation

This programme may be subject to minor changes.
 


Strategic Marketing This unit integrates the "tools" and the framework that practitioners will use in applying marketing. The understanding of marketing requires the understanding of its concepts but the successful application of it requires the ability of analysis, evaluation and synthesis; analysis of the situation, evaluation of it and the synthesis of a solution. Furthermore, effective marketing application requires the ability to decide and implement under conditions of uncertainty and restrictions of resources.
In this unit the students will be expected to develop their analytical, critical and synthetic abilities regarding the elements of the marketing environment. They will be expected to draw on their knowledge of different aspects of marketing and provide complete solutions to marketing problems. Such solutions will be expected to be applied in different sectors of economic activity. Back to top

Advertising and Sales Promotion Management
This unit focuses on integrated marketing communications. It provides the delegates with command of the terminology, concepts, theory, recent developments and innovations and management implications of the communication element of the marketing mix with particular focus on the elements of advertising and sales promotion. Examples and cases will be drawn from the international advertising industry as well as from the greek advertising industry. By the end of this unit, students will be able to:

  • Learn the fundamental role of advertising in the communication process
  • Identify and explain the economic, social, ethical and legal issues advertisers must consider
  • Show the overall relationships between the advertising agency and the client
  • Describe how marketers use behavioural characteristics to cluster prospective customers into market segments
  • Examine how advertisers gain information about the market place and how they apply their findings to advertising decision making
  • Describe the process of advertising planning Back to top

Innovation and New Product Development
In every organisation there are people charged with getting new products and services to the marketplace. Those people view the total task: strategy, concept generation, testing, marketing and all other aspects of introducing new products to the market place. This unit provides the management approach to acquaint students with the managerial steps and processes involved in the perilous world of product development. The steps and processes apply to products and services as well as to consumer or industrial products. Back to top

E-Business and Internet Marketing
The development of e-business and internet-based applications is one of the most striking changes affecting companies during the last two decades. It has radically changed the firms' "modus operandi" either by adding efficiency to already existing processes or by introducing entirely new business models. This unit is designed to help students realise these changes and explores the opportunities that internet in general and e-business in particular provide to several business functions (e.g. procurement, manufacturing, marketing, distribution and customer service) with emphasis being placed on internet marketing. It also presents the requirements for new working methods, organisational structures, and management styles. Back to top

Public Relations Strategies
This unit provides students with a comprehensive overview of public relations principles, concepts and methods. It offers up-to-the-minute case studies and coverage of areas such as ethics and professionalism, international public relations, crisis management and diversity in the work place. By the end of this unit, students will be able to: 

  • Explain what public relations is and how it differs from advertising.
  • Identify the areas in which public relations operate and the activities performed in those areas.
  • List and explain the most common types of public relations tools and describe the role of public relations in non-profit organizations. 
  • Be in a position to plan, organize, implement measure and evaluate the results of public relations programs. Back to top

Research Methods for Business
This unit provides a series of lectures on academic presentation, writing skills and an introduction to research issues and methods.  The unit examines a wide range of research methodologies, both qualitative and quantitative, with reference to their philosophical base and practical application in marketing, management, banking and the leisure industry. The aim is to help students design, implement and apply their own research as well as to equip them to be able to critically evaluate published material. Back to top

Strategic Brand Management
This unit addresses issues that relate to the importance of brands, what they represent to consumers and alternative strategies that can be implemented by companies to manage them properly. Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. The concept of brand equity can provide students a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. Strategic brand management involves the design and implementation of marketing programs and activities to build, measure and manage brand equity. The three major questions addressed in this unit are: How can brand equity be created? How can brand equity be measured? How can brand equity be used to expand business opportunities? Back to top

Festivals and Events Management
Special events constitute a major part of the industry today. They range from small scale events such as local festivals and cultural events to major international sport events and international conventions. The organising companies of special events require today a professional approach with the application of both management and marketing principles. The unique characteristics of event management and marketing will be discussed and analyzed in this unit. Back to top

Dissertation
The dissertation represents a piece of individual and original research based on an approved topic of the student’s choice related to the course and selected in consultation with tutors. The term ‘originality’ here does not necessarily imply that the dissertation will develop new theoretical insights or models but that it clearly demonstrates the development of new insights and knowledge in the candidates own mind and work. Back to top

The Business Administration & Economics Department (BAED) of the University of Sheffield International Faculty, CITY College aims at providing all students with an intellectually stimulating and supportive environment that allows them to acquire important skills and competencies for their professional and personal life.

Business matters at BAED. Our undergraduate and postgraduate courses in management related disciplines are designed to challenge students’ thinking and inspire them to develop the advanced knowledge and analytical skills they will need to succeed in business.

Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date.
More about the Business Administration & Economics Department

 

Research at the Business Administration & Economics Department

The academic staff of the Business Administration & Economics Department

Contact the Business Administration & Economics Department

 

Graduates of the MA in Marketing Advertising and Public Relations programme may pursue careers in:
Marketing management, brand management, product development, media buying, copyrighting, media relations, public relations management, market research, retailing, sales.

Career Office

Our Career Office, focuses on helping students to set attainable career goals. It offers advice on CVs and cover letters, and on how to effectively handle job interviews. Through career fairs, and different internship programmes, the department aims at constantly bringing students in contact with prospective employers. 

Every spring our Career Office organizes the Annual Career Fair presenting with an opportunity to get a first feel of job seeking. During the event students and alumni have interview opportunities with corporate recruiters and present their skills and abilities to potential employers. Large companies, organisations and multinationals from different industries across S.E. Europe participate every year in our Career Fair and offer employment and internship opportunities to our students and graduates.
More about our Career Services.

Contact:

Ms. Maria Matiaki, Director of the Student Affairs and Alumni Department
mmatiaki@city.academic.gr

 

Mr Filip Luneski“During a magnificent period of 4 years I have managed to capitalise on the knowledge, values and advantages that the International Faculty provided me with. It is incredible how often I find myself using much of the knowledge and savvy I gained during my studies and applying in everyday routine. I often stop and try to re-examine what I have gained at CITY College and thus become even more appreciative.”

Filip Luneski, Former Yugoslav Republic of Macedonia
SSD Marketing Executive for Regional Development
Coca Cola, Serbia

 

Mr Drilon Lajci“The MA in Marketing, Advertising and PR has been an amazing learning experience for me. The dedicated academic staff, the well-designed curriculum and the cultural diversity of my fellow students increased my ability to understand matters and make decisions – having a clearer view of the underlying factors affecting today’s complex business environment. And when the opportunity arose to join the postgraduate programme at CITY College, the International Faculty of the University of Sheffield, I seized upon it as a great way to develop myself professionally and personally for any position related to my field of study.

I recommend this programme to students that wish to excel in their life.”

Drilon Lajci
MA in Marketing, Advertising & Public Relations graduate

AACSB

The programme is accredited by the Association to Advance Collegiate Schools of Business (AACSB).
www.aacsb.edu

AACSB

 

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