Μαθήματα

ABSM101: Αρχές Μάρκετινγκ Ι

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 Distribution 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 Learning Outcomes of the course unit By 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.
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Μαθήματα

ABSM101: Αρχές Μάρκετινγκ Ι

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 Distribution 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 Learning Outcomes of the course unit By 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.