STRATEGIC MARKETING
| Title | ΣΤΡΑΤΗΓΙΚΟ ΜΑΡΚΕΤΙΝΓΚ / STRATEGIC MARKETING |
| Code | 12ΥΗ02 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 1st / Undergraduate |
| Teaching Period | Spring |
| Coordinator | Christina Boutsouki |
| Common | Yes |
| Status | Active |
| Course ID | 600000327 |
Programme of Study: UPS School of Economics (2013-today)
Registered students: 395
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| OIKONOMIAS | Elective Courses belonging to the other | 8 | 4 | 6 |
| DIOIKĪSĪ EPICΗEIRĪSEŌN | Compulsory Course belonging to the selected specialization (Compulsory Specialization Course) | 8 | 4 | 6 |
| Academic Year | 2018 – 2019 |
| Class Period | Spring |
| Faculty Instructors | |
| Weekly Hours | 4 |
| Class ID | 600123318
|
Class Schedule
| Building | Αμφιθέατρο ΝΟΕ |
| Floor | Όροφος 1 |
| Hall | ΜΕΓΑΛΟ ΑΜΦΙΘΕΑΤΡΟ (A) (158) |
| Calendar | Δευτέρα 16:00 έως 18:00 |
Course Type 2016-2020
- Background
- General Knowledge
Course Type 2011-2015
Knowledge Deepening / Consolidation
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600123318
- At the Website of the School:
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=3298
- OpenCourses (eClass): https://opencourses.auth.gr/courses/OCRS167/
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
General Prerequisites
A basic understanding of Principles of Marketing
Learning Outcomes
The objective of the course is to acquaint students with the nature of competitive marketing strategy and to highlight the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century.
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
- Work autonomously
- Design and manage projects
Course Content (Syllabus)
Strategic marketing focuses on the analysis of marketing strategy in retail and industrial organisations. The aim is to analyze the business environment, to discuss market attractiveness, product portfolio techniques, customer value, targeting and positioning, strategies for market development, anlysis of competition, new product development, design of global market offerings
Keywords
marketing plan, new product development, promotion, pricing, distribution, competitive advantage, branding
Educational Material Types
- Slide presentations
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
Description
All topics discussed are presented in powerpoint format.
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 126 | 4.5 | ✓ | ||
| Exams | 28 | 1 | |||
| Total | 154 | 5.5 |
Student Assessment
Description
Written exams and a provisional personal project.
Student Assessment methods
- Written Exam with Extended Answer Questions (Summative)
- Written Assignment (Summative)
- Labortatory Assignment (Formative)
Bibliography
Course Bibliography (Eudoxus)
1.Γ. Σιώμκος, Στρατηγικό Μάρκετινγκ, (2013), Εκδόσεις Σταμούλης, Αθήνα.
2.Perreault, W., Cannon, J. & McCarthy E., (2011) Βασικές αρχές Μάρκετινγκ, μια στρατηγική προσέγγιση (μετάφραση), Εκδόσεις Πασχαλίδης.
Additional bibliography for study
1.Βλαχοπούλου Μάρω, (1999), e-Marketing, Εκδόσεις Rosili.
2.Kotler, P., (2000), Marketing Management: Analysis Planning Implementation and Control, Prentice-Hall.
3.Dibb, S., Simkin, L., Pride, W., Ferrell, O.C., (2006), Marketing: Concepts and Strategies, 55th European Edition, Houghton Mifflin Company.
4.Σιώμκος, Γ., Τσιάμης Ι., (2004), Στρατηγικό Ηλεκτρονικό Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα
5.Τσακλάγκανος, Α., (2001), Βασικές Αρχές του Μάρκετινγκ (τόμος Α΄ & Β' ), Εκδόσεις Κυριακίδη.
6.Kotleρ & Keller, Μάρκετινγκ Μάνατζμεντ (μετάφραση), (2006), Εκδόσεις Κλειδάριθμος
Last Update
26-06-2018
