By the end of this course the student will be able to:

• Understand the basic concepts of marketing and their importance in the modern business/economic environment
• Understand the competitive business environment
• Use the appropriate information from market research in order to design effective and efficiency marketing strategies
• Explain consumers’ decision-making process
• Understand the importance of Business Policies and Strategic Marketing tools in the marketplace.
• Cooperate with their fellow students in assessing and presenting a real business case study.

Introduction to the concepts of management and business strategy. The role of marketing management in the performance of businesses and organizations. Satisfying the customer. Winning markets through market-oriented strategic planning. The management of marketing information and the measurement of market demand. Analysis of marketing environment. Analysis of consumer- and industrial-buying behavior. Sectors and competitors. Market segmentation and targeting markets. Product/offer differentiation. Product/offer positioning. New product/offer development. Global marketing strategies. Planning, implementation, evaluation, and control of the marketing effort.

Lectures (3 hours per week)

Written final examination

Use of ΙΤ in teaching, and in communication with students (e.g. PowerPoint presentations, e-class, web-sites).