Course Details

Course Information Package

Course Unit CodeABSM112
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Identify the fundamental functions of marketing and demonstrate understanding of the importance of the application of the fundamental functions of marketing by businesses in today’s competitive world.
  2. Identify the main promotional tools and comprehend their role in achieving marketing objectives
  3. Define the Product Life Cycle concept and relate the use of each of the promotional tools with the various stages of the Product Life Cycle.
  4. Identify the importance of consumer behaviour principles in creating successful promotional campaigns for different market segments
  5. Employ the consumer decision process model to identify how customers make their buying decisions
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

1.       Consumer Markets and Consumer Buyer Behaviour

a.       The marketing concept

b.       The marketing mix

c.       Customer value

d.       Model of Consumer Behavior

e.       Characteristics Affecting Consumer Behavior

f.         Types of Buying Decision Behavior

g.       The Buyer Decision Process

h.       The Buyer Decision Process for New Products


2.        Communicating Customer Value: Integrated Marketing Communications Strategy

a.       The Promotion Mix

b.       Integrated Marketing Communications

c.       A View of the Communication Process

d.       Steps in Developing Effective Communication

e.       Setting the Total Promotion Budget and Mix

f.         The Nature of Each Promotion Tool


3.       Advertising

a.       Advertising definition

b.       Setting Advertising Objectives

c.       Setting the Advertising Budget

d.       Developing Advertising Strategy

e.       Selecting Advertising Media

f.         Evaluating Advertising Effectiveness and Return on Advertising Investment



4.       Public Relations and Sponsorship

a.       Public Relations definition

b.       The Role and Impact of Public Relations

c.       Marketing Public Relations (MPR)

d.       Major Public Relations Tools

e.       Sponsorship definition

f.         Forms and levels of sponsorship

g.       Considerations for successful sponsorship

h.       Risks associated with sponsorship

i.         Ethical Considerations


5         Personal Selling and Sales Promotion

a.       The Nature of Personal Selling

b.       The Role of Sales Force

c.       Sales Force Structure

d.       Supervising and Motivating Salespeople

e.       Evaluating Salespeople and Sales force Performance

f.         Steps in Personal Selling Process

g.       Sales Promotion

h.       Rapid Growth of Sales Promotion

i.         Consumer Promotion Tools

j.         Developing the Sales Promotion Program


6         Direct and Online Marketing

a.       Building Direct Customer Relations

b.       Benefits to Buyers

c.       Benefits to Sellers

d.       Customer Databases and Direct Marketing

e.       Forms of Direct Marketing

f.         On Line Marketing

g.       On Line Marketing Domains

h.       Type of On Line Marketers

i.         Setting Up and Online Marketing Presence

j.         Designing Effective Web Sites


7.   New Product Development and Product Life-Cycle Strategies

a.       Product Life Cycle Strategies

b.       Introduction Stage

c.       Growth Stage

d.       Maturity Stage

e.       Decline Stage

f.         Linking PLC stages with different promotional tools

Recommended and/or required reading:
  • Kotler, P. and Armstrong, G. (2012) Principles of Marketing, 14th edition. Boston: Pearson Education
  • Armstrong, G. and Kotler, P. (2008) Principles of Marketing, 12th edition. New York: Prentice Hall
  • Armstrong, G. and Kotler. A (2007) Marketing and Introduction. New Jersey: Prentice Hall
  • Jobber, D. (2010) Principles and Practice of Marketing. London: McGraw Hill
Planned learning activities and teaching methodsLectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies
Assessment methods and criteria
Final Exam60%
Group assignment20%
Language of instructionEnglish
Work placement(s)NO

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