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Short Description

The purpose of this course is to:

Present the role and contribution of marketing in society, the business and the final consumer.

Introduce the fundamental concepts of marketing.

Outline marketing decisions and activities within a company and the relationship of marketing with other business functions.


The learning outcomes are outlined as:

Students having completed the course successfully should be able to:

Describe marketing activities within a company, the role of the marketing director, as well as, tasks and responsibilities of people working for the marketing department.

Describe the role of customer on marketing and business decisions.

Carry out a 4Ps analysis and draw conclusions useful in marketing decision making as well as strategy formulation for the entire organisation.

Explain and analyze core marketing concepts, theories and instruments.

Evaluate business information on the basis of marketing management theory and practice