COURSE CONTENT

– Search for, analysis and synthesis of data and information, with the use of the necessary technology

– Adapting to new situations & Decision-making

– Respect for difference and multiculturalism

– Respect for the natural environment

– Showing social, professional and ethical responsibility and sensitivity to gender issues

– Criticism and self-criticism

– Production of free, creative and inductive thinking

• At the end of the course the student will have further developed the following skills: Performing marketing research and analysis
• Recommending market targets and marketing strategies
• Preparing an integrated marketing plan for a particular company or product that will lead to satisfying consumer needs better than competing businesses

LEARNING OUTCOMES

During this course students will learn about the philosophy of marketing and the marketing tools that are applied to a wide range of businesses and organizations. They will be taught about the main marketing concepts such as the marketing mix and branding and they will understand the importance of research and strategic planning for effective marketing.

By the end of this course, students will be able to:

– understand the importance of consumers’ needs and preferences in their buying decisions and their consumption patterns in general

– understand the need of basing marketing-related decisions on the research and analysis of the internal and external environment of a business or an organization

– understand the need fo strategic marketing planning

– analyze the market situation of a particular company or product

– perform a market segmentation according to different segmentation criteria

– ser target and make decisions concerning the promotion of a particular company or product

– prepare an integrated marketing plan for a company