Course outline


General Information:


School: Economics & Social Sciences

Department: Business Administration

Level of Studies: Undergraduate

Course code: 604

Semester: F

Course title: Services marketing


Weekly teaching hours: 4

Type of course: elective

Prerequisite courses: No

Language of instruction and exams: Greek

The course is offered to Erasmus students: No

Course URL:


Learning outcomes:


Marketing Strategy is a long-term, future-oriented approach to planning with the primary goal of achieving sustainable competitive advantage. Strategic Planning includes analysis of the Strategy, the initial state of the business, before the formation, evaluation and selection of a market-oriented competitive position, which contributes to the achievement of the company's Marketing goals and objectives.


In this context, the Marketing Strategy is used so that a company develops partnerships with its customers. It is also used for the company to know its customers, based on the features, specifications and benefits of the products and/or services it offers. Basically, Marketing Strategy focuses on encouraging the target population to buy specific products and services that the business has. Marketing Strategies can be completely innovative or they can be tried and tested strategies. Effective Marketing Strategies help a business gain an edge over the competition.


Marketing Strategy clearly explains how a business achieves its predetermined goals.


In more details, the effective Marketing Strategy:

-     Can offer to a business an advantage over its competitors,

-     Contributes to the development of goods and services with the best possible profit,

-     Helps to highlight areas affected by business growth and thus helps to create a business plan to meet customer needs,

-     Helps to determine the right price for the company's goods and services, based on the information collected in market research,

-     Ensures the effective coordination of the various departments of the business,

-     Helps a business make the best use of its resources to deliver a sales message to its target market,

-     Assists in proactively determining advertising/promotional budget and also develops methodology for determining/budgeting revenue from advertising/promotional plan.


The purpose of the course:


The purpose of the course is the critical understanding of the processes and principles that govern the operation of business marketing. In the context of the course, students are asked to understand the contribution of the administrative function of marketing in modern businesses as well as the techniques applied by marketing executives when designing the four main components of the marketing mix (product, promotion, distribution, price).


At the same time, the various marketing research and market segmentation methods applied to create and maintain a competitive advantage are analyzed.



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


1.       Understand the basic functions of marketing and the contribution of the marketing department to the organization and management of a business.

2.       Effectively plan the marketing mix of a product/service.

3.       Focus on market research and the role it plays in identifying consumer preferences and attitudes.

4.       Integrate market research and the marketing mix in formulating the strategic marketing plan of a product or service.

5.       Categorize consumers into individual groups based on specific segmentation methods.

6.       Decide on appropriate product-service positioning and differentiation strategies.

7.       Contrast and compare alternative marketing strategies through case study analysis.

8.       Explain the basic functions of marketing and describe how they are integrated into the value chain of the business.

9.       Recognize the elements of marketing strategy.

10.   Distinguish and explain the different strategies used for different markets.

11.   Recognize the elements of the marketing environment and explain how to make decisions.

12.   Explain the dimensions of the marketing mix and analyze the role they play in marketing planning.


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:

-     Introduction to Strategic Marketing (SMC)

-     Concept of Strategy and MKT Strategy

-     MKT Strategic Planning

-     The competitive advantage

-     The Marketing Plan

-     External environment analysis

-     Industry attractiveness analysis

-     Competitor analysis

-     Customer analysis, sales forecasting

-     Strategic Segmentation, Targeting and Positioning Internet & E-Marketing, Marketing & Internet Strategies and Special E-Marketing Strategic Topics

-     Product portfolio analysis

-     Marketing war strategies


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 hours

Study and analysis of references: 65 hours

Submission of assignments: 20 hours

Exam preparation: 26 hours

Total: 150 hours


Evaluation of students:

The evaluation will be carried out by taking into account the final grade in the exams, and the grade of written assignments.


Recommended bibliography:




Solomon, M., Marshall, G., Stuart, E. (2021), Μάρκετινγκ, Αληθινοί άνθρωποι, αληθινές επιλογές (10η Έκδοση), Εκδόσεις Τζιόλα.


KerinPeterson (2017), Στρατηγικές Μάρκετινγκ , Μελέτες Περιπτώσεις και Σχόλια , (4η έκδοση), Εκδόσεις Σταμούλη.


Σιώμκος, Γ. (2004), Στρατηγικό Μάρκετινγκ, (2η Έκδοση), Εκδόσεις Σταμούλη Α.Ε., Αθήνα.


Πανηγυράκης, Γ. και Σιώμκος, Γ. (2005), Μελέτες Περιπτώσεων Μάρκετινγκ, Εκδόσεις Σταμούλη Α.Ε., Αθήνα.


Boyd, H. W., Walker, O. C., & Larreche, J. C. (2002), Το Μάρκετινγκ και η Εισαγωγή στη Διοίκηση Μάρκετινγκ, Εκδόσεις Παπαζήση, ΑΕΒΕ, Αθήνα.


Perreault, W., Cannon, J., and McCarthy (2011), Μάρκετινγκ: Μια Στρατηγική Προσέγγιση, Broken Hill Publishers Ltd, Αθήνα.


Larsen, H. H. (1997), Cases in marketing, Sage.


Stanton, W. J., Etzel, M. J., & Walker, B. J. (1994), Fundamentals of Marketing (10th Edition), New York: McGraw-Hill.


Baker, M.J., Brown, A. J., Brownlie, D., Crosier, K., Drayton, J. L., Kennedy, A., Kinsey, J., & Parkinson, S. T. (1995). Marketing: Theory and Practice, Basingstoke: Macmillan.




Harvard Business Review

Journal of Marketing Management

Marketing Intelligence & Planning

Journal of Marketing Management

Marketing Intelligence & Planning

European Journal of Marketing