Services Marketing
Department of Business Administration
Course outline
(1) General Information:
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School |
Economics & Social Sciences |
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Department |
Business Administration |
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Level of Studies |
Undergraduate |
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Course code |
604 |
Semester |
6 |
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Course title |
Services marketing |
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INDEPENDENT TEACHING ACTIVITIES |
Weekly teaching hours |
ECTS |
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4 |
5 |
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Type of course |
mandatory/general background |
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Prerequisite course |
No |
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Language of instruction and exams |
Greek |
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The course is offered to Erasmus students |
Όχι |
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Course URL |
https://eclass.uth.gr/courses/DE_U_156/ |
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(2) Learning outcomes:
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Learning outcomes |
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Marketing Strategy is a long-term, future-oriented approach to planning with the primary goal of achieving sustainable competitive advantage. Strategic Planning includes analysis of the Strategy, the initial state of the business, before the formation, evaluation and selection of a market-oriented competitive position, which contributes to the achievement of the company's Marketing goals and objectives. In this context, the Marketing Strategy is used so that a company develops partnerships with its customers. It is also used for the company to know its customers, based on the features, specifications and benefits of the products and/or services it offers. Basically, Marketing Strategy focuses on encouraging the target population to buy specific products and services that the business has. Marketing Strategies can be completely innovative or they can be tried and tested strategies. Effective Marketing Strategies help a business gain an edge over the competition. Marketing Strategy clearly explains how a business achieves its predetermined goals. In more details, the effective Marketing Strategy: Can offer to a business an advantage over its competitors, Contributes to the development of goods and services with the best possible profit, Helps to highlight areas affected by business growth and thus helps to create a business plan to meet customer needs, Helps to determine the right price for the company's goods and services, based on the information collected in market research, Ensures the effective coordination of the various departments of the business, Helps a business make the best use of its resources to deliver a sales message to its target market, Assists in proactively determining advertising/promotional budget and also develops methodology for determining/budgeting revenue from advertising/promotional plan. - The purpose of the course is the critical understanding of the processes and principles that govern the operation of business marketing. In the context of the course, students are asked to understand the contribution of the administrative function of marketing in modern businesses as well as the techniques applied by marketing executives when designing the four main components of the marketing mix (product, promotion, distribution, price). At the same time, the various marketing research and market segmentation methods applied to create and maintain a competitive advantage are analyzed. Upon the successful completion of the course, students will be able to: Understand the basic functions of marketing and the contribution of the marketing department to the organization and management of a business. Effectively plan the marketing mix of a product/service. Focus on market research and the role it plays in identifying consumer preferences and attitudes. Integrate market research and the marketing mix in formulating the strategic marketing plan of a product or service. Categorize consumers into individual groups based on specific segmentation methods. Decide on appropriate product-service positioning and differentiation strategies. Contrast and compare alternative marketing strategies through case study analysis. Explain the basic functions of marketing and describe how they are integrated into the value chain of the business. Recognize the elements of marketing strategy. Distinguish and explain the different strategies used for different markets. Recognize the elements of the marketing environment and explain how to make decisions. Explain the dimensions of the marketing mix and analyze the role they play in marketing planning. |
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General Skills |
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Search, analysis and synthesis of data and information, using the necessary technologies Adaptation to new situations Decision making Autonomous work Development of criticism and self-criticism Teamwork Promotion of free, creative and inductive thinking Work in an international environment Work in an interdisciplinary environment Generating new research ideas |
(3) COURSE CONTENT
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(4) TEACHING AND LEARNING METHODS - EVALUATION
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TEACHING METHOD |
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USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES |
Use of ICT in Teaching, in Laboratory Education, in Communication with students |
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TEACHING ORGANIZATION |
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STUDENT EVALUATION |
The evaluation will be carried out by taking into account the final grade in the exams, and the grade of written assignments. |
(5) BIBLIOGRAPHY
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Recommended bibliography: • Solomon, M., Marshall, G., Stuart, E. (2021), Μάρκετινγκ, Αληθινοί άνθρωποι, αληθινές επιλογές (10η Έκδοση), Εκδόσεις Τζιόλα.
• Σιώμκος, Γ. (2004), Στρατηγικό Μάρκετινγκ, (2η Έκδοση), Εκδόσεις Σταμούλη Α.Ε., Αθήνα. • Πανηγυράκης, Γ. και Σιώμκος, Γ. (2005), Μελέτες Περιπτώσεων Μάρκετινγκ, Εκδόσεις Σταμούλη Α.Ε., Αθήνα. • Boyd, H. W., Walker, O. C., & Larreche, J. C. (2002), Το Μάρκετινγκ και η Εισαγωγή στη Διοίκηση Μάρκετινγκ, Εκδόσεις Παπαζήση, ΑΕΒΕ, Αθήνα. • Perreault, W., Cannon, J., and McCarthy (2011), Μάρκετινγκ: Μια Στρατηγική Προσέγγιση, Broken Hill Publishers Ltd, Αθήνα. • Larsen, H. H. (1997), Cases in marketing, Sage. • Stanton, W. J., Etzel, M. J., & Walker, B. J. (1994), Fundamentals of Marketing (10th Edition), New York: McGraw-Hill. • Baker, M.J., Brown, A. J., Brownlie, D., Crosier, K., Drayton, J. L., Kennedy, A., Kinsey, J., & Parkinson, S. T. (1995). Marketing: Theory and Practice, Basingstoke: Macmillan. -Συναφήεπιστημονικάπεριοδικά: • Harvard Business Review • Journal of Marketing Management • Marketing Intelligence & Planning • Journal of Marketing Management • Marketing Intelligence & Planning • European Journal of Marketing |
English (UK) 
Ελληνικά