Course Details

1. Learn, remember and reproduce in more depth the fundamental functions of marketing.
2. Understand and learn the concept of the marketing information system and how it operates in today’s competitive world.
3. Examine and analyse in some depth the marketing research process and indicate how this process can be used to solve business problems in today’s global competitive market place.
4. Learn and examine what is advertising, sales promotion and public relations as well as all the major advertising decisions.
5. Develop an advertising, sales promotion and public relations campaign for different products and services

Managing marketing information

Assessing marketing information needs.

Developing marketing information.

Marketing research.

Analysing marketing information.

Distributing and using marketing information.

Other marketing information considerations.

Advertising sales promotion and public relations

Advertising.

Sales promotion.

Public relations

• Armstrong, G. and Kotler, P. ‘Principles of Marketing’, 12th Edition, Prentice Hall, USA.

• Armstrong. G., Kotler, P., Saunders, J. and Wong, V. ‘Principles of Marketing’, 2nd European Edition, Prentice Hall Europe, USA.
• Morthy, E. and Perreault, W. ‘Basic Marketing a Global Managerial Approach’, 12th Edition, McGraw- Hill, UK.
• Etzel, M., Stanton, W., and Walker, B. ‘Marketing’ 11th Edition McGraw-Hill UK.
• Jobber, B ‘Principles and Practice of Marketing’ 2nd Edition, McGrew- Hill, UK.
• Armstrong. G., Kotler, P., Saunders, J. and Wong, V. ‘Principles of Marketing’, 2nd European Edition, Prentice Hall Europe, USA.

The methodology employed includes lectures, class discussions, reference to real-life examples related to the main marketing issues taught as well as to the students’ business background, case studies analysis and visits to the industry.