Course Title : Media Marketing
Code Course
Credits ECTS
COM 321-1 B 5 3 0 0 3.00 5
Lecturer and Office Hours
Teaching Assistant and Office Hours
Language Albanian
Course Level
Description When you say marketing in many people’s mind comes the sales and advertisising concept. In fact marketing concept is more wide than that. Advertising and marketing (sales or Communication) is a small part of marketin. Today marketing is conceived as “knowledge of costumers needs” and includes many concepts that deal with the market, competitivenes, product, costumer and communication. In a more wide concept the marketing is a process where the companies create values for the clients and construct powerful relations with them. Also marketing is a social process that deals with the communication. During the marketing process we are dealing with the transmission of the message to the wide mass of potential customers from the companies in order to attract their interest so that the can chose the respective brand or company to compleye their needs. In nowdays the media (public information entity), traditional and new generation media are facing with an increased competitivenes. As a result of phenomenon, media as a tool for transmitting the message from the company to the customer mediatic companies are turned in market players which use the merketing methods to promote their mediatic product with the main purpose to gain market share towarde their competitors.
Objectives This cource will help students to: - to understand the importance that holds marketing and to be informed regarding the base principles of this field; - to be informed regarding the media market, the changes brought by technologhy also the revenue sources and funding of media streams; - to understand the intergrated communication terms and their functioning in the marketing mix. - to understand the importance that marketing is taking in the media enterprises in a market where the competitivenes and the technological development pressure increases.
Course Outline
1Marketing Definition / general information on the course
2Branding strategy, brand value
3Marketing Strategy initiated from client’s needs, segmentatiuon, targeting, diferentiaton and positioning.
4Marekting plan, Preparation and application
5Brand capital and brand positioning
6Promotion Mix, integrated marketing communication
7Competitivenes dynamic and analyses
8Midterm Exam
9Marketing and the Media promotion, diference from the other products Marketing
10Media Market, revenue sources and funding way
11Marketing and promotion of the public media, television and Radio
12New media marketing
13Digital Media economy, new technical and economic models in the media industry
14Radio Marketing
15Advertising Agencies, structure and process
16Final Exam
Other References
Laboratory Work
Computer Usage
Learning Outcomes and Competences
1Students will gain knowledge about the concepts and principles of marketing.
2Students will gain knowledge about ways of funding and the revenue sources for media.
3Students will be able to prepare marketing plans and discuss on the respective importance of the plans for the companies especially for the Media enterprises.
Course Evaluation Methods
In-term studies Quantity Percentage
Term Projects00
Contribution of in-term studies to overall grade60
Contribution of final examination to overall grade40
ECTS (Allocated Based on Student) Workload
Activities Quantity Duration
Total Workload
Course Duration (Including the exam week : 16 x Total course hours) 16348
Hours for off-the-classroom study (Pre-study, practice) 14456
Assignments 100
Midterms 11010
Final examination 11111
Other 000
Total Work Load 125
Total Work Load / 25 (hours) 5

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