Marketing & Advertising

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Marketing is a multi-faceted process stemming from the need for identity and differentiation in an open market based on consumer choice.

Its aim is to maximise sales and spearhead growth. As such, Marketing has become an integral part of business planning and development, and is a vital component of entrepreneurship itself.

Advertising, which is closely linked to the functions of Marketing, is one of the most fascinating and demanding branches of Communication. Advertising uses the analysis of consumer behaviour and Strategy to combine creative images and messages and to build concepts that will contribute to the success of the product.

Today's Marketers and Advertisers cannot face each other on opposite sides of a creative divide, but need to understand each other's domain. Marketers need to combine their natural aptitude for statistical analysis, market analysis, balance sheet analysis and sales methods with a creative capacity to estimate the right conceptual approach for any business action.  Advertisers, on the other hand, need to combine their native understanding of visual and verbal communication and their artistic sensibilities with the analytical methods of marketing. They must leverage all data provided by the analysis of consumer research, so that they can hone their concepts to the specific needs of a target audience and use media to their full effect.

AKTO’s curriculum offers integrated studies around marketing and advertising, covering the creative as well as the analytical subject matter.
The demands on you as a student in this degree programme are analogous to the professional demands that will be made on you as a graduate. By the end of the course, you will be in a position to work in Creative, Client Service and Media departments of advertising agencies, embark on a career in Marketing, Sales or Public Relations, or work in media and film production companies’ advertising departments.

You will develop your intellectual skills, especially those of analysis, synthesis and evaluation, and the ability to draw on these to deal creatively with marketing objectives and problems. You will learn cultivate a critical, inquisitive attitude to study supporting a capacity for independent learning. The course also encourages independent and experiential learning, the development of strong oral and written communication skills and a capacity to work either independently or as part of a team.

The AKTO Marketing & Advertising programme is a three-year course of study. You can enrol in the course if you think creatively and have a love for the field, or if you can demonstrate relevant experience. You must have completed your secondary education and must have satisfactory knowledge of both Greek and English. You will be required to accompany your application with a copy of your secondary education certificate and transcript, as well as a copy of your TOEFL certificate or equivalent. You will also have to sit for interview with the Programme Leader. In the event that language certification is not available, you will be examined for language skills during this personal interview. There is no maximum age limit.

The course is studied over three years (6 semesters) full-time and study is undertaken in three levels (one for each year of study).  100% of the course is College-based.  The course is arranged in 15 week semesters. There are 12 study weeks per semester. The course is divided into study units called modules. Each level has an equivalent of 120 credits. There is gradual increase in the use of English during the course, with 25% of written work to be submitted in English in Level 1 of the programme, 50% in level 2 and the entire component of written work to be submitted in English in Level 3 of the programme.