Courses

Marketing

General

Course Contents

  1. Necessity and objectives of Marketing, Evolution of Marketing, the 4Ps and customer-consumer product relationships.
  2. Market and Consumer, types of markets, market analysis and Marketing strategic importance, Marketing information support systems.
  3. Market segmentation, Cluster Analysis, unidimensional and multidimensional segmentation strategies.
  4. Consumer behavior, consumer behavior models, product purchase motivations, purchase decision making.
  5. Forms and strategies of consumer satisfaction, Relations with consumers, CRM, BSC, Controlling, Quality Monitoring.
  6. Consumer protection, consumer rights, market-consumer research, primary and secondary research.
  7. Product Policy, Product Life Cycle and Strategic Mkg, SWOT Analysis, Policy Planning. Strategic planning and production, product policy, Product differentiation, Marketing-Mix, New product development.
  8. Sales network, types of distribution networks, product distribution methods, Marketing Plan configuration.
  9. Prices and pricing policy in goods, pricing strategies, pricing policy influencing factors.
  10. Price determination decisions depending on market conditions, competition, price bundles, price differentiation, types of pricing policy.
  11. Prices and pricing policy in services, Price strategies in services, supporting price formation mechanisms, Cost Center, Profit Center.
  12. Promotion and communication, Mkg designs and communication policy, Advertising and sales promotion.
  13. Marketing of services, peculiarities of Mkg of services, division of services and their effects on Mkg, Strategies of Marketing of services.

Educational Goals

The purpose of the course is to make a first contact of the students with the mechanisms of action of this important business function.  Future graduates as executives of finance and not only entities have a multiple and complex role to play. They are not only the financial advisors of the entrepreneur or organizations, but they can become business executives or entrepreneurs themselves. Greek businesses with inherent weaknesses (small size, lack of organization, specialized staff, etc.) must develop actions making use of the particular abilities and skills of their staff and to shape into products and services those characteristics that are difficult to copy (quality, packaging, appropriate sensory dynamics, etc.). The Marketing course offers them the opportunity to develop knowledge and skills to fulfill this role. Through research of the market (goods and services), knowledge of the particular dynamics of the business and a good Marketing plan, he will be able to make proposals for the development of actions in areas where Marketing opens up new avenues (4Ps of Marketing). An attempt is made for the student to understand the necessity of extroverted action of economic entities. In the direction of the implementation of this strategy there is no better method and irreplaceable experience than the availability of their goods and services in competitive environments. The value of the business is shaped by the value recognized by the customer, the supplier and the market in general.

With the project assigned to the students, we aim to acquaint the students with the mechanisms of Marketing, the use of its various tools, the acquisition of the ability to analyze issues related to the application of Marketing tools and the realization of the goals of finance and not only entities.

After successfully compLetion of  the course, the student should be able to:

  • Know the modern trends in the science of Marketing and how this contributes to shaping conditions for the competitiveness of businesses.
  • Understand in a rational and efficient way issues related to the Micro- and Macro-environment of the business and to draw conclusions from the way it operates.
  • Approach, understand and analyze issues, which help the company in the formulation of the Marketing-plan, in the context of the competitive market.
  • Formulate market research questionnaires and analyze, synthesize and apply knowledge gained from primary research.
  • Contribute to the formulation of policies on behalf of the company (4P), which will optimize its goals.
  • As an executive, to know how the value (Value) of economic entities is formed and to operate based on the needs of consumers and the provision of utility to them, through the products and services offered by the company.
  • Contribute, in the context of healthy competition and respect for people and the environment, to the formulation of tactics and strategies by the company, which will form the basis of their competitiveness and survival at national and international level.
  • Finally, with the acquired knowledge, he will be able to support the efforts of mainly media companies for extroversion through the use of modern Marketing methods and tools.

General Skills

  • Working independently.
  • Team work.
  • Decision making.
  • Working in an interdisciplinary environment.
  • Production of free, creative and inductive thinking.

Teaching Methods

  • In the classroom, face to face.

Use of ICT means

  • Basic software (windows, word, power point, the web, etc.).
  • Support of learning process through the electronic platform / e-class.

Teaching Organization

ActivitySemester workload
Lectures26
Practice Works13
Assignement (Essay writing)20
Independent Study66
Total125

Students Evaluation

Written final exams (60%) that may include:

  • Judgemental questions
  • Short answer questions
  • Composite questions

In each question, corresponding evaluation points are specified.
Optional assignment (Essay writing and presentation) corresponds to 40% of the final grade.

Recommended Bibliography

  1. Μαντζάρης Γιάννης, Σύγχρονο Marketing Αγαθών και Υπηρεσιών, Εκδ. Λογισμός, Θες/νίκη 2017.
  2. Sandhusen R., Marketing, Κλειδάριθμος, Αθήνα.
  3. ΤΣΑΚΛΑΓΚΑΝΟΣ Α. ΑΓΓΕΛΟΣ, ΤΣΑΚΛΑΓΚΑΝΟΥ ΑΓΓ. ΠΑΡΑΣΚΕΥ,Η Βασικές αρχές του Marketing, ISBN 978-960-602-221-0, Εκδόσεις Αφοί Κυριακίδη ΕΚΔΟΣΕΙΣ ΑΕ, 2018.
  4. Armstrong Gary,Kotler Philip, Εισαγωγή στο Marketing, ISBN 978-960-458-204-4, Εκδόσεις Επίκεντρο Α.Ε., 2009.

Related Research Journals

  • Journal of Marketing.
  • European Journal of Marketing.
  • Journal of Marketing Theory and Practice.