Marketing principles

Course outline


General Information:


School: Economics & Social Sciences

Department: Business Administration

Level of Studies: Undergraduate

Course code: 201

Semester: B

Course title: Marketing Principles


Weekly teaching hours: 4

Type of course: mandatory/general background

Prerequisite courses: No

Language of instruction and exams: Greek

The course is offered to Erasmus students: Yes

Course URL: —

Learning outcomes:

The course aims to help students understand issues related to modern marketing. In a free economy, most organizations operate in international markets and must be competitive to succeed. Marketing plays an important role in adapting an organization to the new reality and maintaining its competitiveness in the domestic and international market. Marketing creates an integrated framework for developing value and maintaining mutually beneficial relationships with customers, by using strategies, tools and technologies that facilitate successful competitive advantages in target markets, often in changing business conditions. Adapting to a new, volatile and demanding environment is also a challenge for Greek businesses that survived the recent international financial crisis. This requires executives who understand the changing business conditions and can, through more rational decision-making, contribute to the creation, pricing, promotion and distribution of goods and services that offer value in industrial and/or consumer markets.


Upon the successful completion of the course, students will be able to:

-     Cultivate analytical and critical thinking in marketing and evaluating conditions affecting demand.

-     Understand the concept of marketing research and information gathering in order to make better marketing decisions.

-     Understand concepts such as market segmentation, product and service selection, targeting and market positioning, and brand management.

-     Understand the management process of the elements of the Marketing Mix in the context of the development of marketing strategies for products and services in consumer and/or industrial markets.

-     Develop collaboration skills (through Teamwork -project- in a real business) and Communication (through presentation of the project, with powerpoint, to an audience), as well as time management for the submission of the deliverable (in written form), within a deadline.

General Skills:

-     Search, analysis and synthesis of data and information, using the necessary technologies

-     Adaptation to new situations

-     Decision making

-     Autonomous work

-     Teamwork

-     Work in an international environment

-     Work in an interdisciplinary environment

-     Generating new research ideas

-     Project planning and management

-     Respect for diversity and multiculturalism

-     Respect for the natural environment

-     Demonstration of social, professional and ethical responsibility and sensitivity to gender issues

-     Development of criticism and self-criticism

-     Promotion of free, creative and inductive thinking

-     Other skills

Moreover, the course aims to develop the following general skills:

-     Critical ability and self-criticism

-     Ability to cooperate

-     Interpersonal skills

-     Search data using the necessary technologies

Course Content:

-     Definition of Marketing. Its significance. The Marketing Process. Business environment analysis. Creating Value. Developing Customer Relationships.

-     Segmentation, Targeting and Positioning of Products and Services in the Market. Understanding of basic concepts of Marketing Management and Strategy for Goods & Services.

-     Marketing Orientation. Marketing Planning & Strategy. Creating Value for customers. New Product Development and Life Cycle. Pricing. Communication: Sales advertising, sales promotion, and public relations. Direct and On-line marketing. Distribution Channels: Wholesale and Retail. Marketing Plan & Strategy. Marketing Performance Control & Measurement.

-     Social Marketing. Important social issues related to Marketing as a vehicle for influencing and changing the attitudes and behavior of the public in target markets, with the aim of improving the way of life and living in general, in modern societies.

Teaching & Learning Methods - Evaluation

-     Method of delivery: face-to-face

-     Use of information and communication technologies: Use of information and communication technologies in teaching, laboratory education, communication with students. Electronic communication with students, learning-process support through the “e-class” online platform.

Activities & Semester Workload

Lectures: 39

Laboratory practice: 13

Study of references: 35

Submission of assignments: 15

Exam preparation: 46

Final exams: 2

Total: 150


Evaluation of students:

I) Written final exam (70%) including:

-     Multiple choice questions

-     Analysis of roles and stakeholders in a brief case study

-     Solving problems related to the subject of the course

-     Comparative evaluation of theory elements

-     Short answer questions

II) Individual or Group Project (30%)

The purpose of the project is to check the skills developed by the students in tools and services related to consumer behavior and their ability to plan and implement a project in a group or autonomously.

Recommended bibliography:

Fahy, J. & Jobber, D. Αρχές Μάρκετινγκ, Εκδ. ΚΡΙΤΙΚΗ. ISBN: 978-960-218-929-0

Kotler P. & Keller K.L. Μάρκετινγκ Μάνατζμεντ, Εκδ. ΚΛΕΙΔΑΡΙΘΜΟΣ. ISBN: 978-960-461-796-8

Armstrong, G. & Kotler, P. Εισαγωγή στο Μάρκετινγκ, Εκδ. ΕΠΙΚΕΝΤΡΟ. ISBN: 978-960-458-244-4

Runia P., Wahl, F, Geyer, O. & Thewiβen C.Μάρκετινγκ. Διαδικασίες και πρακτικές. Εκδ. ΠΡΟΠΟΜΠΟΣ. ISBN:978-618-503-600-3

Τομάρας Π. Εισαγωγή στο Μάρκετινγκ & την Έρευνα Αγοράς. 5η Έκδοση (Ιδιωτική). ISBN:960-90674-0-9


Additional recommended bibliography:

Πασχαλούδης, Δ., (2009), «Μάρκετινγκ. Όσα πρέπει να γνωρίζετε και δεν έχετε ρωτήσει», Εκδ. ΚΡΙΤΙΚΗ, ISBN 978-960-218-642-8

Αυλωνίτης Γ. & Παπασταθοπούλου, Π. (2010), «MarketingPlans», Εκδ.. ΣΤΑΜΟΥΛΗ, ISBN978-960-351-815-0

Kapferer, J.N.  (2013), «Διοίκηση Μάρκας» Εκδ. ROSILI,ISBN 978-960-89407-9-6

Ζώτος, Γ. (2008), «Διαφήμιση», Εκδ. University Studio Press, ISBN 978-960-12-1667-6

Μπάλτας, Γ. & Παπασταθοπούλου, Π. (2013), «Συμπεριφορά Καταναλωτή», Εκδ. ROSILI, ISBN 978-960-7745-30-9

Αυλωνίτης, Γ. Λυμπερόπουλος, Κ. & Τζαναβάρας, Β. (2010), «Σύγχρονες Στρατηγικές Μάρκετινγκ για Διεθνείς Αγορές», Εκδ. ROSILI, ISBN 978-960-8940734

Βλαχοπούλου Μ. & Δημητριάδης Σ. (2014), «Ηλεκτρονικό Επιχειρείν και Μάρκετινγκ: Καινοτόμα Μοντέλα σε Ψηφιακό Περιβάλλον», Εκδ. ROSILI, ISBN 978-960-7745-32-3

Δημητριάδης, Σ. & Τζωρτζάκη, Α.Μ (2010), «Μάρκετινγκ. Αρχές, Στρατηγικές, Εφαρμογές»,Εκδ. ROSILI, ISBN:978-960-774-528-6

Μαντζάρης, Ι. (2011), «Σύγχρονο Μάρκετινγκ Αγαθών & Υπηρεσιών», Εκδ. Ιδιωτική, ISBN:978-960-9247535


Related scientific journals:

Journal of Marketing. AMA (American Marketing Association).

Journal of International Marketing. AMA (American Marketing Association).

Journal of Marketing Research. AMA (American Marketing Association).

Journal of the Academy of Marketing Science. Springer.

Journal of International Business Studies. Palgrave Macmillan.

International Marketing Review. Emerald.

European Journal of Marketing. Emerald.

Journal of Services Marketing. Emerald.

Journal of Marketing Management. Taylor & Francis.

Journal of Business Research. Elsevier.

Industrial Marketing Management. Elsevier.

Journal of Consumer Psychology. Elsevier.

Journal of Interactive Marketing. Elsevier.

Journal of Retailing and Consumer Services. Elsevier.

Public Relations Review. Elsevier.