Marketing Theory & Practice
| Title | Θεωρία και Εφαρμογή στο Μάρκετινγκ / Marketing Theory & Practice |
| Code | MKT-101 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter/Spring |
| Common | No |
| Status | Active |
| Course ID | 600022353 |
Programme of Study: PMS STRATĪGIKO MARKETINGK (2022 - sīmera)
Registered students: 50
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Compulsory Course | 1 | 1 | 6 |
| Academic Year | 2025 – 2026 |
| Class Period | Winter |
| Faculty Instructors | |
| Weekly Hours | 3 |
| Total Hours | 39 |
| Class ID | 600287181
|
Course Type 2021
Specialization / Direction
Course Type 2016-2020
- Scientific Area
Mode of Delivery
- Face to face
- Distance learning
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600287181
- At the Website of the School:
- eLearning (Moodle):
Language of Instruction
- English (Instruction, Examination)
Prerequisites
General Prerequisites
C2 level of competence
Learning Outcomes
By the end of this module, students are expected to:
LO1.– Understand the role of marketing in a broad economic and social context.
LO2.– Understand and relate marketing concepts to the world of business through the use of cases.
LO3.– Understand the importance of marketing techniques for firms within the marketplace.
LO4.– Demonstrate an ability to use key marketing tools.
LO5.– Apply analytical frameworks, tools, techniques and skills to analyze a broad range of marketing contexts and scenarios
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
- Work in an international context
Course Content (Syllabus)
Fundamentals of marketing
o Marketing in the organization
o Marketing Environment
Consumer Behaviour
Segmentation, Targeting, Positioning
Customer Value
Branding
Services
Retailing
Pricing
Integrated Marketing Communications
Marketing Planning & Strategy
Keywords
Marketing Strategy, Marketing Plan
Educational Material Types
- Multimedia
- Interactive excersises
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Laboratory Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | 1.3 | ✓ | ||
| Laboratory Work | 30 | 1 | ✓ | ✓ | |
| Reading Assigment | 50 | 1.7 | ✓ | ||
| Project | 31 | 1.0 | ✓ | ||
| Exams | 30 | 1 | |||
| Total | 180 | 6 |
Student Assessment
Description
Mid term exam (20%)
Final Exam (40%)
Group assignment (30%)
Presentation (10%)
Student Assessment methods
- Written Exam with Extended Answer Questions (Summative)
- Performance / Staging (Formative, Summative)
- Written Exam with Problem Solving (Formative, Summative)
- Report (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
Jobber, D. and Ellis Chadwick, F. (2023), Principles and Practice of Marketing, ISBN 9781526849533
Additional bibliography for study
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of marketing, 80(6), 36-68.
Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard business review, 88(1/2), 94-101.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Michaelidou, N., Siamagka, N. T., Hatzithomas, L., & Chaput, L. (2022). Femvertising practices on social media: a comparison of luxury and non-luxury brands. Journal of Product & Brand Management, (ahead-of-print).
Gourville, J., & Soman, D. (2002). Pricing and the psychology of consumption. Harvard business review, 80(9), 90-6.
Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144.
Last Update
17-09-2023
