1. General
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SCHOOL |
SCHOOL OF ECONOMIC SCIENCES |
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ACADEMIC UNIT |
DEPARMENT OF ACCOUNTING AND FINANCE |
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LEVEL OF STUDIES |
Undergraduate |
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COURSE CODE |
BA405 |
SEMESTER |
4 | ||
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COURSE TITLE |
Principles of marketing | ||||
| INDEPENDENT TEACHING ACTIVITIES |
WEEKLYTEACHING HOURS |
CREDITS | |||
| Lectures | 3 | ||||
| Hours Lab | 0 | ||||
| Hours Exercises | 0 | ||||
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Total |
3 | 6 | |||
| COURSE TYPE | Scientific Field, Compulsory | ||||
| PREREQUISITE COURSES | No | ||||
| LANGUAGE OF INSTRUCTION and EXAMINATIONS | Greek | ||||
| IS THE COURSE OFFERED TO ERASMUS STUDENTS | Yes (upon request) | ||||
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COURSE WEBSITE (URL) |
https://
https://eclass.uowm.gr/courses/ ΒΑ405/
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2. LEARNING OUTCOMES
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Learning outcomes |
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After successful completion of the course, students are expected to be able to: 1. Recognize and synthesize the planning, organization and management of marketing systems in organizations. 2. Acquire the ability to choose the appropriate marketing mix in business development and management. 3. Acquire basic knowledge regarding consumer behavior and marketing research. 4. Compare alternative solutions to pricing, positioning and display problems. 5. Examine the possibility of forming a marketing mix that to achieve business objectives. |
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General Competences |
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• Search, analysis and synthesis of data and information, using the necessary technologies • Decision making • Work in an interdisciplinary environment • Project planning and management • Respect for diversity and multiculturalism • Respect for the natural environment |
3. SYLLABUS
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The course content includes: • The Marketing concept, philosophy and environment • Information systems and Marketing research • Consumer behaviour • Market segmentation • Product Strategy • Pricing strategy • Distribution strategy • Communication strategy • Total quality marketing |
4. TEACHING and LEARNING METHODS - EVALUATION
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DELIVERY |
Face to face | ||||||||||||||||||||||||
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USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY |
Use of the electronic platform e-class During office hours Presentations are made using Power Point. There is also the possibility of electronic communication via e-mail to the teacher. Providing electronic teaching presentations to Students, via e-class |
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| TEACHING METHODS |
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STUDENT PERFORMANCE EVALUATION |
• Lab and/or project work 10% • Final Exam 90% |
5. SUGGESTED BIBLIOGRAPHY
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• Introduction to Marketing, Armstrong Gary, Kotler Philip, Epikentro Publications, 2009 • MARKETING, S. Dimitriadis, A. Tzortzakis, ROSILI EMPORIKI - PUBLISHING, 2010 • Marketing of services / Galanis V.. Athens: Stamouli ed., 1995. |
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-Related academic journals: |
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• Minghui Ma, Jian Huang, Shan Lin, Shuai Yang, (2019) “From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality industry”, International Journal of Hospitality Management, Volume 76, Part A, Pages 71-82, • Gene R. Laczniak, Patrick E. Murphy, (2019) “The role of normative marketing ethics”,Journal of Business Research, Volume 95, Pages 401-407. • Constantinos N. Leonidou, Magnus Hultman, (2019) “Global marketing in business-to- business contexts: Challenges, developments, and opportunities”, Industrial Marketing Management, Volume 78, Pages 102-107. |