Course Details

Course Information Package

Course Unit CodeABSM101
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. Demonstrate understanding of the fundamental functions of marketing.
  2. Identify and understand the importance of the various factors making up the company’s marketing environment.
  3. Identify the elements of the marketing mix and comprehend their role in creating successful marketing strategies
  4. Comprehend and use the concepts of market segmentation, targeting and positioning and the marketing strategies for differentiation and competitive advantage.
  5. Apply basic marketing theories using case study analysis and group projects.
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

Marketing in a changing world: creating customer value and satisfaction

What is marketing?

Understanding the marketplace and consumer needs

Marketing orientations towards designing a customer-driven marketing strategy

Building customer relationships

Capturing value form customers

The new marketing Landscape

Overview: Strategic marketing planning and marketing process

Company wide Strategic Planning: Defining Marketing’s Role

Planning Marketing: Partnering to Build Consumer Relationships

Marketing Strategy and the Marketing Mix

Managing the Marketing Effort

Measuring and Managing Return on Marketing

The Marketing Environment

The company’s Microenvironment

The company’s Macro environment

Responding to the Marketing Environment

Marketing in the internet age

Market Segmentation, targeting and positioning

Basis for consumer market segmentation - Geographic, demographic, psychographic, behavioural

Requirements for effective segmentation

Differentiation and Positioning

Market coverage strategies-Choosing a market coverage strategy

Market positioning and identification of competitive advantages

Choosing, communicating and delivering the right positioning strategy

Product, Services, and Branding Strategy

What is a Product?

Product and Service Decisions

Branding Strategy: Building Strong Brands

Services Marketing

Additional Product Considerations

Pricing decisions

Factors Affecting Price Decisions         

Types of Cost Factors that affect Pricing Decisions

Pricing strategies


What is a distribution channel

Types of intermediaries

Distribution channel functions

Vertical marketing systems (an introduction)

Promotion and environmental issues

The promotional mix

IMC concepts

Steps in developing effective communication

Recommended and/or required reading:
  • Kotler, P. and Arnstrong, 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
Group assignment25%
Group presentation5%
Final Exam50%
Language of instructionEnglish
Work placement(s)NO

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