Strategic Marketing & Branding

Course Information
TitleΣτρατηγικό Μάρκετινγκ - Διαχείριση Μάρκας / Strategic Marketing & Branding
Interdepartmental ProgrammeManagement and Information Systems
Collaborating SchoolsInformatics
Cycle / Level2nd / Postgraduate
Teaching PeriodWinter
Course ID600015140

Programme of Study: Management and Information Systems

Registered students: 16
OrientationAttendance TypeSemesterYearECTS
KORMOSElective Courses116

Class Information
Academic Year2018 – 2019
Class PeriodWinter
Faculty Instructors
Instructors from Other Categories
  • Leonidas Chatzithomas
Weekly Hours3
Total Hours39
Class ID
Course Type 2016-2020
  • Background
  • Scientific Area
  • Skills Development
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
  • Face to face
Language of Instruction
  • Greek (Instruction, Examination)
General Prerequisites
There are no prerequisits for this course. Basic understanding of marketing principles.
Learning Outcomes
The objective of the course is to acquaint students with the concept of strategy , competitive advantage, marketing plan, competitive strategies, segmentation, branding, distribution, pricing.
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
  • Work in teams
  • Generate new research ideas
  • Be critical and self-critical
  • Advance free, creative and causative thinking
Course Content (Syllabus)
The aim of this topic is to examine 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. Τhe specific subjects covered include: marketing strategy, analyzing the business environment, market attractiveness, product portfolio techniques, customer value, targeting and positioning, marketing mix strategy, market development strategies, market defense strategies, dealing with competition, new product development, designing global market offerings
marketing strategy, competitive advantage, pricing strategies, branding, distribution.
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
Course Organization
Reading Assigment802.7
Written assigments200.7
Student Assessment
Student Assessment methods
  • Written Exam with Short Answer Questions (Formative, Summative)
  • Written Exam with Extended Answer Questions (Formative, Summative)
  • Written Assignment (Formative, Summative)
  • Performance / Staging (Formative, Summative)
  • Written Exam with Problem Solving (Formative, Summative)
Course Bibliography (Eudoxus)
Βασικές Αρχές Μάρκετινγκ: Μια στρατηγική προσέγγιση, W. Perreault, J. Cannon, J. McCarthy, (μετάφραση) Broken Hill Publishing.
Additional bibliography for study
1.Kotler & Keller, Μάρκετινγκ Μάνατζμεντ (μετάφραση), (2006), Εκδόσεις Κλειδάριθμος 2.Σιώμκος, Γ., (2004), Στρατηγικό Μάρκετινγκ, (2η Έκδοση), Εκδόσεις Σταμούλη 3.Βλαχοπούλου Μάρω, (1999), e-Marketing, Εκδόσεις Rosili. 4.Pride, W., Ferrell, O.C., (2006), Marketing: Concepts and Strategies, 55th European Edition, Houghton Mifflin Company. 5.Σιώμκος, Γ., Τσιάμης Ι., (2004), Στρατηγικό Ηλεκτρονικό Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα 6.Τσακλάγκανος, Α., (2001), Βασικές Αρχές του Μάρκετινγκ (τόμος Α΄ & Β' ), Εκδόσεις Κυριακίδη.
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