INTRODUCTION TO MARKETING
| Title | ΕΙΣΑΓΩΓΗ ΣΤΟ ΜΑΡΚΕΤΙΝΓΚ / INTRODUCTION TO MARKETING |
| Code | 12ΥΔ03 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 1st / Undergraduate, 2nd / Postgraduate |
| Teaching Period | Spring |
| Coordinator | Nikoletta theofania Siamagka |
| Common | Yes |
| Status | Active |
| Course ID | 100001421 |
Programme of Study: UPS School of Economics (2013-today)
Registered students: 832
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Compulsory Course | 4 | 2 | 5.5 |
| Academic Year | 2018 – 2019 |
| Class Period | Spring |
| Faculty Instructors | |
| Weekly Hours | 8 |
| Class ID | 600123299
|
Class Schedule
| Building | Αμφιθέατρο ΝΟΕ |
| Floor | Ισόγειο |
| Hall | ΜΙΚΡΟ ΑΜΦΙΘΕΑΤΡΟ Β (154) |
| Calendar | Δευτέρα 14:00 έως 16:00 |
| Building | Αμφιθέατρο ΝΟΕ |
| Floor | Ισόγειο |
| Hall | ΜΙΚΡΟ ΑΜΦΙΘΕΑΤΡΟ Β (154) |
| Calendar | Τρίτη 16:00 έως 18:00 |
Course Type 2016-2020
- Background
- Scientific Area
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600123299
- At the Website of the School:
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=3870
- OpenCourses (eClass): https://opencourses.auth.gr/courses/OCRS447/
Erasmus
The course is also offered to exchange programme students.
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
General Prerequisites
Basic understanding of Principles of Management
Learning Outcomes
The purpose of the course Principles of Marketing is to introduce to the students the basic principles of marketing, the meaning and concept of consumerism as well as the basic elements of the marketing mix.
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Adapt to new situations
- Make decisions
- Be critical and self-critical
Course Content (Syllabus)
The course "Principles of Marketing" examines the basic principles and the philosophy of marketing, the market and its environment, the issue of consumerism, the buying behaviour and the market segmentation. This course also examines in detail the concept of the marketing mix (4P's, Product, Price, Promotion, Place). Through the lectures students are exposed to the meaning and applications of marketing in the area of nonprofit organisations. Moreover, the course considers ethical issues that relate to the implementation of Marketing strategies.
Keywords
Market Segmentation, Positioning, Marketing Mix
Educational Material Types
- Notes
- Slide presentations
- Book
- Case Studies
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 65 | 2.3 | ✓ | ||
| Reading Assigment | 30 | 1.1 | ✓ | ||
| Project | 30 | 1.1 | ✓ | ||
| Exams | 29 | 1.0 | ✓ | ||
| Total | 154 | 5.5 |
Student Assessment
Description
Final Exam
Student Assessment methods
- Written Exam with Short Answer Questions (Summative)
- Written Exam with Extended Answer Questions (Summative)
- Written Assignment (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
Παντουβάκης, Α. Σιώμκος Γ. και Χρήστου Ε., Μάρκετινγκ, Εκδόσεις Λιβάνη, Αθήνα 2015.
Additional bibliography for study
Armstrong G., Kotler P., Εισαγωγή στο Μάρκετινγκ, εκδ. Επίκεντρο, Θεσσαλονίκη 2009.
Μάλλιαρης Π. “Εισαγωγή στο Μάρκετινγκ”, Εκδόσεις Σταμούλη, 2001.
Τσακλάγκανος Α., «Βασικές Αρχές του Μάρκετινγκ», Εκδοτικός Οίκος Αφών Κυριακίδη, 2000.
Baker, M.J. “The Marketing Book”, London: Butterworth-Heineman, 1999.
Frederick E. W. (1992), The Changing Role of Marketing in the Corporation, Journal of Marketing, Vol. 56, No. 4, pp. 1-17.
Kotler, P. “Marketing Management: Analysis, Planning, Implementation and Control”, New York: Prentice Hall, 1994.
Last Update
12-02-2020
