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CDM 2175 PRINCIPLES OF MARKETING

GENERAL INFORMATION
COURSE DESCRIPTION

LEVEL OF STUDY: UNDERGRADUATE

COURSE UNIT CODE: CDM 2175

SEMESTER: 2nd

COURSE TITLE: PRINCIPLES OF MARKETING

TEACHING WEEKLY HOURS: 3 H/W LECTURES

ECTS: 5

COURSE TYPE: CORE COMPULSORY

TEACHING AND EXAM LANGUAGE: GREEK

COURSE DELIVERY TO ERASMUS STUDENTS: YES (in English)

The purpose of the course is the critical understanding of the basic concepts and principles of marketing management. Students will learn about the role of marketing within the organization as well as the techniques that marketers use for developing the four basic elements of the marketing mix (product, price, place and promotion). Moreover, students will explore the role of market segmentation, targeting, differentiation and positioning for the creation and maintenance of a competitive advantage.  

Upon successful completion of this course the learner will be able to: 

  • Understand the role and contribution of the marketing function to the effective management of a business.  
  • Appreciate the forces of the micro and macro marketing environment 
  • Segment consumers in small clusters using particular segmentation criteria 
  • Decide upon the suitable differentiation and positioning strategies for products and services/ 
  • Use marketing research techniques when preparing strategic marketing plans for products or services.  
  • Contrast and critically evaluate alternative marketing strategies based on thorough analysis of case studies.