The aim of the course is to familiarize the trainees with the concepts, tools and procedures of Marketing and Marketing Management in particular. Overall, students will be able to understand, on the one hand, the importance of Marketing in businesses and economic organizations in general, profit or non-profit, and on the other hand, the tools of its application in a business environment for decision making in order to harmonize the goals, capabilities and resources of the organization with the needs and opportunities of the market.

Upon successful completion of the course, it is expected that the student will possess the following Knowledge/Skills/Competencies:

Knowledge: perform the basic steps in product and service design. To take a multidisciplinary approach to marketing theories. To assess the business environment and relate it to marketing tools. Recall the methods by which products and services are priced.

Skills: To adapt marketing strategies according to the type of organization. To segment the market. To evaluate the impact of the Internet on all marketing functions. Apply the basic methods for promoting, communicating, and advertising products and services.

Competencies: To plan basic marketing strategies. To implement marketing campaigns and techniques. To carry out market research using various methods. Use tools and techniques for managing distribution and marketing channels.

Decision-making

Autonomous Work

Promoting free, creative and deductive thinking

The course is divided into 13 modules:

1.Introduction to Marketing: understanding marketing

2.Marketing strategies and plans

3.Gathering information and forecasting demand

4.Marketing research

5.Understanding the customer and buying behaviour

6.Marketing strategies.

7.Marketing strategies: targeting and positioning

8.Specific Marketing Strategies: growth, competitive, etc.

9.Products and Brands

10.Pricing

11.Distribution Channels

12.Promotion and Integrated Marketing Communication

13.Digital Media and Marketing

- Lectures in class

Language of Evaluation: greek

Evaluation method.

(a) Intermediate assessment (assignments and/or written progress) 30%

(b) Written final examination (70%) including:

Multiple choice questions

70% (multiple choice questions)

Solving problems related to business decisions

Comparative evaluation of theory elements

Kotler, P. & Keller, K. (2017) Marketing Management, 15th Edition. Keydarithm. Athens.

Fahy, J. & Jobber, D. (2014) Principles of Marketing. Critique, Athens, Greece.

Solomon M, Marshall G., Stuart E. (2020) Marketing, 10th Edition. A. Tziola & YIOI S.A., Athens, Greece.

Siomkos, G. (2018) Strategic Marketing, BROKEN HILL PUBLISHERS LTD, Athens, Greece.

Tomaras, P. (2018) Introduction to Marketing and Market Research. 2018. (2018), 6th edition, Athens. G Tomaras Publications.