Introduction to Marketing-Management

Introduction to Marketing-Management, photo: Gerd Altmann

Course ID: 
Year of Study: 
For Erasmus Students: 

Learning Outcomes

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.

Course Contents

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.

Teaching Activities

Lectures (3 hours per week)

Teaching Organization


Semester workload

Lectures  3 hours per week

13X3 = 39 hours

Work at home

111 hours

Total number of hours for the Course (25 hours of work-load per ECTS credit)

150 hours (total student work-load)


Written final examination.

Use of ICT

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

Course Info

Teaching Hours: 
3 hours per week
ECTS Credits: 
Teaching Credits: 
Teaching Method: 

Current Tutors


Tsarsitalidou Sofia

Teaching Fellow
Sofia Tsarsitalidou
Field of Expertise: 
Applied Macroeconomics, Economic Policy

Reading List

Reading Recommendations: 
- Εισαγωγή στο Marketing, Armstrong Gary,Kotler Philip,
- Marketing: Μια Στρατηγική Προσέγγιση, Perreault W.,
- ΜΑΡΚΕΤΙΝΓΚ, Σ. Δημητριάδης, Α. Τζωρτζάκη,