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.