Course outline

School

Economics & Social Sciences

Department

Business Administration

Level of Studies

Undergraduate

Course code

201

Semester

2o

Course title

Marketing principles

INDEPENDENT TEACHING ACTIVITIES

Weekly teaching hours
-

ECTS

4

5

Type of course

Prerequisite course

ΝΟ

Language of instruction and exams

Greek

The course is offered to Erasmus students

YES

Course URL

Learning outcomes

The course aims to help students understand issues related to modern marketing. In a free economy, most organizations operate in international markets and must be competitive to succeed. Marketing plays an important role in adapting an organization to the new reality and maintaining its competitiveness in the domestic and international market. Marketing creates an integrated framework for developing value and maintaining mutually beneficial relationships with customers, by using strategies, tools and technologies that facilitate successful competitive advantages in target markets, often in changing business conditions. Adapting to a new, volatile and demanding environment is also a challenge for Greek businesses that survived the recent international financial crisis. This requires executives who understand the changing business conditions and can, through more rational decision-making, contribute to the creation, pricing, promotion and distribution of goods and services that offer value in industrial and/or consumer markets.

Upon the successful completion of the course, students will be able to:

• Cultivate analytical and critical thinking in marketing and evaluating conditions affecting demand.
• Understand the concept of marketing research and information gathering in order to make better marketing decisions.
• Understand concepts such as market segmentation, product and service selection, targeting and market positioning, and brand management.
• Understand the management process of the elements of the Marketing Mix in the context of the development of marketing strategies for products and services in consumer and/or industrial markets.
• Develop collaboration skills (through Teamwork -project- in a real business) and Communication (through presentation of the project, with powerpoint, to an audience), as well as time management for the submission of the deliverable (in written form), within a deadline.

General Skills

• Search, analysis and synthesis of data and information, using the necessary technologies
• Adaptation to new situations
• Decision making
• Autonomous work - Teamwork
• Work in an international environment
• Respect for diversity and multiculturalism
• Development of criticism and self-criticism
• Promotion of free, creative and inductive thinking

Definition of Marketing. Its significance. The Marketing Process. Business environment analysis. Creating Value. Developing Customer Relationships.

Segmentation, Targeting and Positioning of Products and Services in the Market. Understanding of basic concepts of Marketing Management and Strategy for Goods & Services.

Marketing Orientation. Marketing Planning & Strategy. Creating Value for customers. New Product Development and Life Cycle. Pricing. Communication: Sales advertising, sales promotion, and public relations. Direct and On-line marketing. Distribution Channels: Wholesale and Retail. Marketing Plan & Strategy. Marketing Performance Control & Measurement.

Social Marketing. Important social issues related to Marketing as a vehicle for influencing and changing the attitudes and behavior of the public in target markets, with the aim of improving the way of life and living in general, in modern societies.

TEACHING METHOD

face-to-face

USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

Use of information and communication technologies in teaching, laboratory education, communication with students.

Electronic communication with students, learning-process support through the “e-class” online platform.

TEACHING ORGANIZATION

STUDENT EVALUATION

Written final exam (70%) including:

Multiple choice questions

Analysis of roles and stakeholders in a brief case study

Solving problems related to the subject of the course

Comparative evaluation of theory elements

II) Individual or Group Project (30%)

The purpose of the project is to check the skills developed by the students in tools and services related to consumer behavior and their ability to plan and implement a project in a group or autonomously.