Duration: 3 hours per week - 13 weeks [ECTS: 6]

Course outline

The course aims to familiarize students with the basic principles and theories, the instruments and philosophy of marketing within the framework of the current business setting. Emphasis is given on the relationship between Marketing and other organizational departments. The subjects examined within this course include:

• The concept of Marketing
• The Marketing mix
• The macro and micro environment
• The value of Marketing for society
• Customer behavior
• Marketing research
• Market segmentation
• The product mix and the development of new products
• Pricing strategies
• Placement strategies
• Marketing channels
• Promotion strategies