INTRODUCTION TO MARKETING

Course Information
TitleΕΙΣΑΓΩΓΗ ΣΤΟ ΜΑΡΚΕΤΙΝΓΚ / INTRODUCTION TO MARKETING
Code03ΥΔ05
FacultyEconomic and Political Sciences
SchoolEconomics
Cycle / Level1st / Undergraduate
Teaching PeriodSpring
CoordinatorChristina Boutsouki
CommonNo
StatusActive
Course ID100000720

Class Information
Academic Year2018 – 2019
Class PeriodSpring
Faculty Instructors
Weekly Hours4
Class ID
600123387
Type of the Course
  • Background
  • Scientific Area
Course Category
Specific Foundation / Core
Mode of Delivery
  • Face to face
Digital Course Content
Language of Instruction
  • Greek (Instruction, Examination)
Prerequisites
General Prerequisites
Basic understanding of the 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
  • Work in teams
  • Work in an international context
  • Work in an interdisciplinary team
  • Generate new research ideas
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, Buying behaviour, Marketing Mix.
Educational Material Types
  • Slide presentations
  • Multimedia
  • Interactive excersises
  • Book
Use of Information and Communication Technologies
Use of ICT
  • Use of ICT in Course Teaching
  • Use of ICT in Communication with Students
Course Organization
ActivitiesWorkloadECTSIndividualTeamworkErasmus
Lectures166
Exams2
Total168
Student Assessment
Description
Written exams, preparation of an optional assignment and presentation of an assignment.
Student Assessment methods
  • Written Exam with Short Answer Questions (Summative)
  • Written Exam with Extended Answer Questions (Summative)
  • Written Assignment (Formative)
Bibliography
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
08-05-2019