Marketing

General

• Code: 305
• Semester: 3rd
• Study Level: Undergraduate
• Course type: Special Background
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Lectures and Practice/Exercises (5)
• ECTS Units: 5
• Course homepage: https://elearning.cm.ihu.gr/course/view.php?id=465
• Instructors: Paschaloudis Dimitrios, Tsourela Maria

Course Contents

• Understanding the role of Marketing in organizations and society.
• The Marketing offer package.
• Philosophy of Marketing.
• Marketing Research, Marketing Communication.
• Strategic Planning of Company and Marketing.
• Consumer behavior.
• Personal Selling.
• Direct Marketing.
• Market segmentation and target market.
• Differentiation & Positioning in Marketing.
• Production of new products.
• Product range, brand and packaging.

Educational Goals

The course is a core course in marketing principles. The purpose of the course is to introduce students to the concepts and role of Marketing in a market economy. The starting point is the understanding of the concepts and the continuation or to a point the deepening of the marketing processes in the company, in the organization and in general in society. It includes topics related to the role of marketing in society as well as in business, marketing strategy, market segmentation, market targeting, product positioning, direct marketing, marketing research, differentiation and innovation.

Upon successful completion of this module, the student will be able to:

• Define the role of Marketing and to be a trigger for further involvement in this area.
• Demonstrate analytical and creative skills in the field of marketing.
• Understand theoretical concepts.
• Develop communication skills.
• Evaluate the marketing environment.
• Discern the appropriate strategic approach.
• Synthesize personal skills related to marketing.
• Build and leverage core competencies to develop competitive advantages.
• Create the ways in which it will be able to achieve a sustainable competitive advantage in the market.
• Create a business that is flexible and able to adapt to changes.

General Skills

to be filled

Teaching Methods

• Face to face.

Use of ICT means

• Online guidance.
• Slides Projection in the classroom.
• Use of E-mail and onlne communication systems.
• Use of e-learning system (moodle).

Teaching Organization

Students Evaluation

to be filled

Recommended Bibliography

1. Δ. Πασχαλούδης «Μάρκετιγκ. Όσα πρέπει να γνωρίζετε και δεν έχετε ρωτήσει», εκδόσεις Κριτική.
2. Τζωρτζάκης Κώστας , Τζωρτζάκη Αλεξία Μαίρη, Αρχές Μάρκετινγκ, Εκδόσεις Rosili, 2008.

Related Research Journals

1. Marketing strategy/methods.
2. Pricing.
3. Distribution channels & markets .
4. Internationalmarketing.
5. European Journal of marketing.
6. Marketing intelligence & Planning.
7. Australian Marketing Journal.
8. Harvard Business Review.
9. Management Decision.