Lesson Code: 5.5.1
Semester: 5th Semester
Category: selection course
Hours: 2h Theory
ECTS : 3
LEARNING RESULTS
The aim of the course is for students to grasp the fundamental concepts of communication, with a focus on issues pertinent to the wine sector, wine and beverage businesses, and related activities such as tourism, culture, environmental quality of life, gastronomy, and well-being. It seeks to familiarize students with both the technical and practical applications of communication, essential elements for fostering competitiveness within the wine sector and ensuring the effectiveness of wine and beverage businesses. Additionally, the course aims to equip students with skills in selected communication techniques relevant to the wine and beverage sector, with particular emphasis on utilizing and leveraging social media.
After completing the course, students will be able to:
- introduce the aspects of communication and deal with issues relating to the wine sector and the enterprises directly or indirectly active in it
- actively participate in the preparation of communication plans for the wine sector and related studies of wine and beverage enterprises and related activities
GENERAL SKILLS
- Search for, analysis and synthesis of data and information, with the use of the necessary technology
- Working independently
- Teamwork
- Working in an interdisciplinary environment
- Production of free, creative and inductive thinking
- Decision-making
COURSE CONTENT
- Introduction to communication theory – concept and evolution
- Types and usefulness of communication: verbal, non-verbal communication
- Noise and conditions of effective communication
- The contribution of communication to human resource management: Knowledge management, human resource communication in the enterprise, conflict management
- The role of communication in public relations
- Digital communication strategy and social media: identities and communities in social media
- Tools for monitoring the content of online advertising and the effectiveness of social media: Main social media, Communication and advertising on mobile devices
- Main types of online advertising
- Communication and managing multiculturalism: multicultural research on consumer attention to advertising messages in traditional media and social media, multicultural research on the adoption of social media and traditional media, suggestions for the future of communication in social media and traditional media
- Cultural hybridization and strategic brand establishment: brand communication in the global marketplace
- Case studies
STUDENT PERFORMANCE EVALUATION
Language of Evaluation: Greek
Evaluation methods: written examination, oral examination (60%), assignments (40%)
RECOMMENDED BIBLIOGRAPHY
Greek bibliography:
- Kadushin, C., Social Networks, Kritiki Publications, Athens, 2019
- Belch, G. E., Belch, M. A., Advertising and Promotion. Integrated Marketing Communication, Giola Publications, Athens, 2018
- Aspridis, M. G., Chelios, D., Rossidis, F. G., Business Communications: Theoretical and practical approach, Kritiki Publications, Athens, 2018
- Kavoura, A., Communication and Advertising in Social Media, Dionikos Publications, Athens, 2016.
- Tuten, T.L., and Solomon, M.R., Social Media Marketing, 2nd Edition, DIAYLOS Publications, 2016
- Arnaoutoglou, E., Public Relations: a modern approach, Rosili Publications, Athens, 2015
- Stuart, B. E., Sarow, M. S., Stuart, L., Effective communication in modern business, Kritiki Publications, Athens, 2008
- Kotler, P. and Kelle, K.L., Marketing Management, Kleidarithmos Publications, Athens, 2006
- Garner, A., The Art of Communication, PATAKI Publications, Athens, 2000
Foreign bibliography:
- Zhong, B., Social media communication: Trends and theories. John Wiley & Sons, 2021
- Caballero, R., Suárez-Toste, E., & Paradis, C., Representing wine–Sensory perceptions, communication and cultures. John Benjamins Publishing Company, 2019
- McDonald, J., Social Media Marketing Workbook: 2018 Edition
- Macarthy, A., 500 Social Media Marketing Tips, 2018