Introduction to Marketing

    Course Code: 
    8107
    Semester: 
    1st
    Compulsory Courses
    Professor: 

    VRECHOPOULOS ADAM

    Course Description

    The course includes the following sections:

    • Course Description
    • Introductory Concepts and Definitions
    • The Marketing Environment
    • Buyers’ Behavior
    • Marketing Research
    • Marketing Segmentation, Targeting and Positioning
    • Product
    • Distribution
    • Integrated Marketing Communications
    • Pricing
    • Introduction to Special Topics in Marketing
    • Strategic Issues and Marketing Practices – Case Studies

    The course “Introduction to Marketing” introduces the student to the basic concepts and principles of the Marketing science contributing to the acquisition of useful knowledge through the theoretical review of the topic and the analytical presentation of the relevant practical issues, giving particular emphasis in the connection of theory with practice. Indicatively, the course includes the modules of shopper behavior (business and consumer), Marketing research, product, distribution, pricing and integrated Marketing communications strategies, Marketing environment, segmentation, targeting and positioning, etc. Finally, in the context of the course it is attempted to introduce students to Marketing scientific research by presenting and discussing its contribution both to theoretical and practical level.

    Learning Outcomes

    The specific course objectives for students are the following:

    • To acquire the necessary theoretical background in the field of Marketing and to comprehend the basic concepts, principles, and issues.
    • To recognize the important role that Marketing science plays giving emphasis to the connection of theory to practice.
    • To familiarize with the application of theoretical principles of Marketing at a practical level analyzing business strategies and practices.
    • To comprehend the relationship of Marketing with other scientific topics as well as to acquire an initial experience in issues that concern scientific research in the field of Marketing.