ACADEMY OF ECONOMIC STUDIES

Faculty International Business and Economics

Department/ Chair Germanic Languages and Business Communication

SYLLABUS
2009-2010

Subject name
The Language of Marketing and Advertising

Number of hours per semester/ activities

Number of
Subject code 10100901OF410657C credits 5
Total C S L/P
28 14 14
Year I
Beneficiary faculty International Business and Economics
Semester I
Name of professional
Business Communication in English
master program
Formative category of subject: F
F – fundamental/major, S – specialist subject, C – complementary subject
Facultative category of subject: O
O – compulsory, A – elective, F – optional, S - special
Compulsory (conditioned)
Previous subject(s)
Recommended
Objectives PresenPresenting concepts and language of marketing and advertising supported by examples and case studies
1. The marketing definition and concepts
2. Market research
3. Cosumer behaviour
Contents (descriptors) 4. The marketing mix
5. The promotion mix
6. Trends in advertising
7. Present-day trends in marketing
Evaluation form (E – examination, V – continuous assesment, C – oral examination) E
Final test 50%
Final grade (percentages)
Class attendance, report writing, home assignments 50%
1. Cateora, Ph. 1987. International Marketing, Illinois, Irwin
2. Farrall, C. 2008. Marketing, Cambridge, CUP
3. Kotler, P. 1988. Principles of Marketing, New York, Prentice-Hall
Bibliography
4. Mackenzie, I. 1997. Management and Marketing, Hove, LTP
5. St. John, M. 1994. Advertising and The Promotion Industry, New York, Prentice-
Hall
Academic title, first name, last name Signature
Course coordinator(s) Associate Professor Cristina Prelipceanu, Ph.D
Legend: C – course; S – seminar; L/P – laboratory work and projects.