INTRODUCTION TO MARKETING

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

Class Information
Academic Year2019 – 2020
Class PeriodSpring
Faculty Instructors
Weekly Hours4
Class ID
600147430
Course Type 2016-2020
  • Background
  • Scientific Area
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
  • Face to face
Language of Instruction
  • Greek (Instruction, Examination)
Prerequisites
General Prerequisites
Basic understanding of the Principles of Management
Learning Outcomes
Following the completion of the module, students will be able to: a) have an in-depth understanding of the key marketing concepts and the elements of the marketing mix, b) assess marketing problems and offer solutions, c) develop marketing programmes that are suitable for the target markets of each firm.
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
Lectures52
Reading Assigment100
Exams2
Total154
Student Assessment
Description
Written exam, group assignment.
Student Assessment methods
  • Written Exam with Short Answer Questions (Summative)
  • Written Exam with Extended Answer Questions (Summative)
  • Written Assignment (Formative)
Bibliography
Course Bibliography (Eudoxus)
Perreault, W., Μάρκετινγκ: Μια στρατηγική προσέγγιση, εκδ. Πασχαλίδη, 2012
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
20-11-2020