MARKETING
| Title | ΜΑΡΚΕΤΙΝΓΚ / MARKETING |
| Code | 10601-MBA-109 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter |
| Coordinator | Christina Boutsouki |
| Common | No |
| Status | Active |
| Course ID | 600016469 |
Programme of Study: PROGRAMMA METAPTYCΗIAKŌN SPOUDŌN "DIOIKĪSĪ EPICΗEIRĪSEŌN-MBA" (2018-sīmera)
Registered students: 34
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Compulsory Course | 1 | 1 | 6 |
| Academic Year | 2022 – 2023 |
| Class Period | Winter |
| Faculty Instructors |
|
| Weekly Hours | 3 |
| Class ID | 600218751
|
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/1/600218751
- At the Website of the School:
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=3824
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
General Prerequisites
There are no prerequisites for this course.
Learning Outcomes
The course objective is to acquaint students with the issues of strategy formation and the effect of cultural, economic technological and political environment on an organisation’s strategic decision making.
General Competences
- Apply knowledge in practice
- Adapt to new situations
- Make decisions
- Work in teams
- Work in an interdisciplinary team
- Advance free, creative and causative thinking
Course Content (Syllabus)
Strategic Marketing is about the development of holistic and coordinated strategic approaches in competitive markets. It focuses on the issues of competition and its effects on strategy development. The issues of competitive advantage and branding are discussed in detail. In particular, students learn about the increasingly competitive environment (the changes in economic, political, cultural, technological aspects) and the various tools that companies can use in order to face this diverse environment. Moreover, they apply these techniques in the development of a marketing plan.
Keywords
Strategy, external environment, marketing mix, product portfolio, distribution channels, pricing strategy
Educational Material Types
- Notes
- Slide presentations
- Multimedia
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | ✓ | |||
| Reading Assigment | 51 | ✓ | |||
| Project | 30 | ✓ | |||
| Written assigments | 30 | ✓ | |||
| Exams | 30 | ✓ | |||
| Total | 180 |
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)
Bibliography
Course Bibliography (Eudoxus)
1. Perreault, Cannon & McCarthy, Βασικές αρχές Μάρκετινγκ: Μια Στρατηγική Προσέγγιση (μετάφραση), 2012, Εκδόσεις Πασχαλίδης, Αθήνα.
2. Kotler & Keller, Μάρκετινγκ Μάνατζμεντ (μετάφραση), 12η έκδοση, 2006, Εκδόσεις Κλειδάριθμος
3. Dibb, S., Simkin, L., Pride, W., Ferrell, O.C., Marketing: Concepts and Strategies, 55th European Edition, Houghton Mifflin Company, 2006.
Additional bibliography for study
• Πανηγυράκης Γ. & Σιώμκος Γ., (2005), Μελέτες Περιπτώσεων Μάρκετινγκ, Εκδόσεις Σταμούλης, Αθήνα.
• Μάλλιαρης, Π., Εισαγωγή στο Μάρκετινγκ, Β΄ Εκδοση, Εκδόσεις Α. Σταμούλη 2001.
• Σιώμκος, Γ., Τσιάμης Ι., (2004), Στρατηγικό Ηλεκτρονικό Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα
• Τσακλάγκανος, Α., (2001), Βασικές Αρχές του Μάρκετινγκ (τόμος Α΄ & Β' ), Εκδόσεις Κυριακίδη.
• Baker, M.J., The Marketing Book, London: Butterworth-Heineman, 1999.
Last Update
10-01-2024
