Course : Introduction to Marketing

Originally this course was offerd to Erasmus students, but a significant number of Greek students have participated in this through the years. It is designed to provide students with an overview of key marketing concepts, as they apply in a variety of firms and organizations in the contemporary enironment.

Students will develop knowledge and understanding of the core role of Marketing, including the value of the Marketing Mix in ensuring successful marketing implementation as well as the significance of external and internal forces affecting marketing practice.  Also students will learn about factors that influence consumer behaviour and the way markets are viewed and targeted by Marketeers.

Students will be required to write an essay. This provides an excellent opportunity for students to demonstrate skills and add to their research and project presentation experience.

Although at the beginning students may be reluctant to participate in a course in English, soon they will realize that very good knowledge of the language or perfect pronunciation are not prerequisits for success.  This course offers an experience that previous participants have rated "very good", "very useful" and "very enjoyable".  Why not try?

Course outline:

Marketing in the contemporary environment, marketing evolution, consumerism, marketing in the society, company orientation, marketing and the firm, services marketing, the marketing environment, marketing research, consumer behaviour, market segmentation, positioning, the product and Product Life Cycle, Distribution, Pricing, Promotion.

Participating students will be evaluated on exams (50%) and written essay and presentation (50%)

Alexandra Fragoudaki