Παρουσίαση/Προβολή

(ECON832) -  Amalia Zorzou

Περιγραφή Μαθήματος

In the context of teaching the Introduction to Marketing course, the following chapters will be analyzed:
Unit 1 – Marketing Philosophy, Principles and Strategic Planning
The purpose of this module is for students to acquire a global understanding of the philosophy and basic principles of marketing, in their strategic dimension and in greater depth than their introductory knowledge. The unit also presents the stages, method and logic of strategic marketing planning.

Unit 2 – Analysis and Strategic Implications of the Marketing Environment
The purpose of this module is for students to gain a comprehensive understanding of the forces that directly or indirectly influence marketing strategy, as well as the analytical instruments and tools used in environmental, market and industry analysis.

Unit 3 – Market Research and Consumer Behavior
The purpose of this module is for students to gain a comprehensive understanding of the behavior of the contemporary consumer, at all stages of the market (before, during and after), as well as the methods by which we collect the relevant information.

Unit 4 – Segmentation, Targeting and Positioning Strategies.
The purpose of this module is for students to theoretically understand the important strategic triad of 'segmentation', 'targeting' and 'positioning', and to be able to apply it practically in the context of marketing strategy.

Unit 5 – Product and Brand Strategy
The purpose of this unit is for students to understand the broader and deeper meaning of the term 'product', to understand the various decisions associated with its development, and to relate these decisions to the wider marketing mix strategy. Particular emphasis is placed on the issue of brand strategy and related decisions.

Unit 6 – Pricing Strategy
The purpose of this module is for students to gain a comprehensive understanding of the factors that influence the pricing of a product, but also – beyond the price – an understanding of the total cost to the
buyer.

Unit 7 – Distribution Network Strategy
The purpose of this module is for students to gain a comprehensive understanding of marketing channels, physical distribution and supply chain, and how to manage them.

Unit 8 – Communication Strategy
The purpose of this module is for students to gain a comprehensive understanding of marketing channels, physical distribution and supply chain, and how to manage them.

Unit 9 – International Marketing Strategy and Penetration Tactics
The purpose of this module is for students to gain a comprehensive understanding of the modern internationalized marketing environment, its impact on the marketing strategy of organizations, as well as the individual strategies, tactics, choices and decisions that are therefore required.

Unit 10 – Marketing Strategy Organization, Implementation and Control
The purpose of this unit is for students to understand how strategic marketing is implemented, the elements included in the planning of the strategy itself and aimed at its final implementation, but also the ways and elements that allow the continuous control of its effectiveness of this strategy.

Unit 11 – Marketing Methods, Rules and Sales Techniques.
The purpose of this unit is for students to understand the methods and rules of marketing implementation, the elements included in the design itself and aimed at its final implementation, as well as the sales techniques to generate profit.

Unit 12 – Marketing and SME Development Problem Solving.
The purpose of this module is for students to gain a comprehensive understanding of the factors that create problems and how to solve them.

Ημερομηνία δημιουργίας

Δευτέρα 6 Φεβρουαρίου 2023