Type: Compulsory | ECTS: 5.0

Course aim and description

The aim of the course is to enforce students to gain an analytical understanding of the role of Marketing in the strategy and operation of businesses. Moreover, to gain an experience in how the basic concepts and principles of marketing are adapted in the context of a business in order to develop the link between customers and the business and how the knowledge of the necessary tools, functions and frameworks for shaping the strategic development of the marketing mix is applied with the aim of conquering purchase.

Marketing is the basic function within a business as it provides the appropriate context through which businesses respond to the needs and desires of consumers. Strategic management of tools and strategies is a challenge for businesses. The course offers all the necessary knowledge for the planning, implementation and control of market conquest strategies

The subject matter of the course includes 4 main sections: 1) Marketing environment and operations, 2) Marketing Mix creation and management, 3) Marketing strategy planning and 4) New Trends and challenges in Marketing and business. The course will be organized based on the philosophy of Marketing with application to businesses and with the aim of deepening the knowledge and developing skills of the students.