Instructor: Vassilios Canellidis
Course Code: ΤΕΜΑΡ01
Semester: 8th elective (Spring)
Requirements: –
Language of Teaching: Greek
European Credit Transfer and Accumulation System (ECTS): 5,5
OBJECTIVE
This course adopts the view that Marketing is a holistic process, which includes the planning, development, and pursuit of programmes, processes and activities that may drive a firm’s vision, mission, and strategic planning. In this class, students will be challenged to understand Marketing’s responses to important questions contemporary firms need to tackle with such as “Which needs do we fulfil?”, “Which customers do we need?”, “Which products or services should we offer?”, “How do we price our products/services?”, ”Which is the message the company needs to send/receive?”, and “Which are the necessary collaborations we should be targeting at?”.
Upon the completion of this course, students will be able to:
- Understand key contemporary marketing concepts and skills
- Gain, analyze, and draw conclusions from market and broader environmental data
- Use contemporary marketing tools (e.g., 4P for marketing definition, personas for UX, social media etc.)
- Develop relevant marketing strategies (e.g., segmentation, targeting, and positioning) to reach firm’s goals
- Understand and use Analytics for marketing decisions
