Μαθήματα

ABSM112: Αρχές Μάρκετινγκ ΙΙ

Course Contents 1. Consumer Markets and Consumer Buyer Behaviour The marketing concept The marketing mix Customer value Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products 2. Communicating Customer Value: Integrated Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications A View of the Communication Process Steps in Developing Effective Communication Setting the Total Promotion Budget and Mix The Nature of Each Promotion Tool 3. Advertising Advertising definition Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Selecting Advertising Media Evaluating Advertising Effectiveness and Return on Advertising Investment 4. Public Relations and Sponsorship Public Relations definition The Role and Impact of Public Relations Marketing Public Relations (MPR) Major Public Relations Tools Sponsorship definition Forms and levels of sponsorship Considerations for successful sponsorship Risks associated with sponsorship Ethical Considerations 5. Personal Selling and Sales Promotion The Nature of Personal Selling The Role of Sales Force Sales Force Structure Supervising and Motivating Salespeople Evaluating Salespeople and Sales force Performance Steps in Personal Selling Process Sales Promotion Rapid Growth of Sales Promotion Consumer Promotion Tools Developing the Sales Promotion Program 6. Direct and Online Marketing Building Direct Customer Relations Benefits to Buyers Benefits to Sellers Customer Databases and Direct Marketing Forms of Direct Marketing On Line Marketing On Line Marketing Domains Type of On Line Marketers Setting Up and Online Marketing Presence Designing Effective Web Sites 7. New Product Development and Product Life-Cycle Strategies Product Life Cycle Strategies Introduction Stage Growth Stage Maturity Stage Decline Stage Linking PLC stages with different promotional tools Learning Outcomes of the course unit By the end of the course, the students should be able to: 1 . Identify    the    fundamental    functions    of    marketing    and    demonstrate    understanding    of    the importance    of    the    application    of    the    fundamental    functions    of    marketing    by    businesses    in today’s competitive world. 2 . Identify    the    main    promotional    tools    and    comprehend    their    role    in    achieving    marketing objectives 3 . Define   the   Product   Life   Cycle   concept   and   relate   the   use   of   each   of   the   promotional   tools   with the various stages of the Product Life Cycle. 4 . Identify   the   importance   of   consumer   behaviour   principles   in   creating   successful   promotional campaigns for different market segments 5 . Employ   the   consumer   decision   process   model   to   identify   how   customers   make   their   buying decisions
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Μαθήματα

ABSM112: Αρχές Μάρκετινγκ ΙΙ

Course Contents 1. Consumer Markets and Consumer Buyer Behaviour The marketing concept The marketing mix Customer value Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products 2.   Communicating   Customer   Value:   Integrated   Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications A View of the Communication Process Steps in Developing Effective Communication Setting the Total Promotion Budget and Mix The Nature of Each Promotion Tool 3. Advertising Advertising definition Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Selecting Advertising Media Evaluating     Advertising     Effectiveness     and     Return     on Advertising Investment 4. Public Relations and Sponsorship Public Relations definition The Role and Impact of Public Relations Marketing Public Relations (MPR) Major Public Relations Tools Sponsorship definition Forms and levels of sponsorship Considerations for successful sponsorship Risks associated with sponsorship Ethical Considerations 5. Personal Selling and Sales Promotion The Nature of Personal Selling The Role of Sales Force Sales Force Structure Supervising and Motivating Salespeople Evaluating Salespeople and Sales force Performance Steps in Personal Selling Process Sales Promotion Rapid Growth of Sales Promotion Consumer Promotion Tools Developing the Sales Promotion Program 6. Direct and Online Marketing Building Direct Customer Relations Benefits to Buyers Benefits to Sellers Customer Databases and Direct Marketing Forms of Direct Marketing On Line Marketing On Line Marketing Domains Type of On Line Marketers Setting Up and Online Marketing Presence Designing Effective Web Sites 7.     New     Product     Development     and     Product     Life-Cycle Strategies Product Life Cycle Strategies Introduction Stage Growth Stage Maturity Stage Decline Stage Linking PLC stages with different promotional tools Learning Outcomes of the course unit By the end of the course, the students should be able to: 1 . Identify    the    fundamental    functions    of    marketing    and demonstrate    understanding    of    the    importance    of    the application   of   the   fundamental   functions   of   marketing   by businesses in today’s competitive world. 2 . Identify    the    main    promotional    tools    and    comprehend their role in achieving marketing objectives 3 . Define   the   Product   Life   Cycle   concept   and   relate   the   use of   each   of   the   promotional   tools   with   the   various   stages of the Product Life Cycle. 4 . Identify   the   importance   of   consumer   behaviour   principles in      creating      successful      promotional      campaigns      for different market segments 5 . Employ   the   consumer   decision   process   model   to   identify how customers make their buying decisions