Introduction to Advertising and Public Relations (410216)

This is an experiential course- we call it the AD Discovery Workshop- introducing the participants, both Panteion and Eramsus+ students, to the latest and more transformative developments in the communication business world.

We explore together, based on students-led projects, how the global players are adapting rapidly to transformational digital tech changes, experimenting with Artificial Intelligence, Virtual Reality, Immersive. Empathy and Storytelling technologies. We get to know the media influencers and entrepreneurial minds worldwide that are bridging Advertising, PR and Media in new business models, connecting and collaborating with their audiences and communities, adapting, leading, competing and collaborating to harness the power of technological and communication changes that are shaping our present and revolutionizing our future. Students form their own international communication simulation agencies or native/ branded media startups and are invited to build and provide a digital storytelling and communication solution with positive market and social impact.

Topics we focus on: Branding, Reputation Management, Digital Strategies, Native Content and Branded Storytelling, Stakeholders and Users Experience, Engagement and Listening Strategies, Influencers marketing, Sustainability, Immersive Tech related Ethical, Accountability and Social impact Dilemmas, Crisis Communication, Storytelling, Pitching and Presentation Skills].

Learning outcomes:

• Teamwork- collaborative skills in physical and online environments/ platforms
• Challenges- based projects in an international context
• Innovation- ideas production and implementations
• Applying Design Thinking and Critical Thinking in real world situations
• Decision-making in complex and uncertain environments
• Critical and creative thinking
• Digital skills and digital creativity
• Ethical and social/ environmental responsibility reasoning and decision making