Course Details

Course Information Package

Course Unit CodeABSM410
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. Explain the basic theories and ideas of marketing management.
  2. Apply the relevant marketing theories in real life examples (case studies).
  3. Use this information together with knowledge gained from other business and Marketing courses to solve contemporary Marketing problems.
  4. Examine current Marketing articles and compare and contrast the different points of view presented.
  5. Evaluate these articles with respect to the main ideas, evidence, conclusions, credibility and importance.
  6. Develop critical skills and ability to evaluate the use of different marketing tools and strategies
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

1.  Defining Marketing for the Twenty-First Century

    The Importance of Marketing

    The Scope of Marketing

    Core Marketing Concepts

    The New Marketing Realities

    Company Orientation toward the Marketplace

    Marketing Management Tasks

2. Developing and Implementing Marketing Strategies and Plans

    Marketing and Customer Value

    Corporate and Division Strategic Planning

    Business Unit Strategic Planning

    The Marketing Plan and Marketing Performance

3. Creating Customer Value, Satisfaction and Loyalty

    Building Customer Value and Satisfaction

    Maximizing Customer Lifetime Value

    Cultivating Customer Relationship

    Customer Databases and Database Marketing

4. Identifying Market Segments and Targets

    Levels of Market Segmentation

    Segmenting Consumer and Business Marketing

5. Crafting the Brand Positioning and Dealing with Competition

    Developing and Communicating a Positioning Strategy

    Differentiation Strategies

    Competitive Forces and Competitors

    Analyzing Competitors

    Competitive Strategies

6. Developing Pricing Strategies and Programs

Understanding Pricing

Setting the Price

Adapting the Price

Initiating and Responding to Price Changes

7. Managing Marketing in the Global Economy

   Competing on a Global Basis

   Internal Marketing

   Managing the Marketing Process

   Socially Responsible Marketing

8. Marketing Channels (Ch.7)

Number of Channel Levels

Vertical Vs Horizontal Marketing Systems

Marketing Logistics

9. Integrated Marketing Communications (Ch.8)

Promotion Mix

Integrated Marketing Communications



Recommended and/or required reading:
  • P. Kotler, “Marketing Management ; Analysis, Planning, Implementation and Control ”, Prentice Hall, 2009
  • Boyd, Walker, Larreche, “Marketing Management : A Strategic Approach with a Global Orientation”, McGrawHill, 1998
  • W. D. Crowens, “Strategic Marketing”, 5th edition, Irwin, 1997
  • Ashok Ranchhod ‘Marketing Strategies’, Prentice Hall, 2004.
  • P.Kotler, “Marketing Management”, 12th edition, Prentice Hall, 2006
  • Ranchhod, A. and Guraau, C. “Marketing Strategies: A Contemporary Approach”, 2nd Edition, Prentice Hall, 2007
Planned learning activities and teaching methodsThe Methodology used included lecturing based on the lecture’s power point presentations, discussions, reference to real life examples related to the main strategic marketing issues taught, as well as to the students’ business background. A lot of emphasis will be placed on the analysis of case studies to help students get a more depth and practical understanding of strategic Marketing.
Assessment methods and criteria
Participation in class/Class presen10%
Mid term test15%
Mid term assignment15%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO

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