Advanced Topics in Marketing

COURSE INFORMATION

COURSE NAME

Advanced Topics in Marketing

Course Code

 

Course Type

Elective

Level of Course

Undergraduate

Year of Study

4th

Term

Autumn

ECTS Credits

4 credits

Name of Instructor

Andreas Andronikidis, Lecturer; Chris Vassiliadis, Assistant Professor

E-mail

andro@uom.gr    chris@uom.gr

Office Hours

Will be announced in week 1

In-Classroom Study

3 hours per week

Out-of-Classroom Study

 

Objective of the Course

After completing the course, the graduate student should be able to:

  • identify the basic terms, concepts, and theories within the field of Marketing that are significant.
  • understand the ideas and reasoning that underlie these concepts and theories.
  • understand the relationships of these concepts and theories to each other, and their relationship to Marketing and/or business principles and practices.
  • integrate basic concepts and theories in marketing for use in decision making;
  • gather and analyze information to be used in developing marketing strategies and plans.

Prerequisites

Principles of Marketing

Course Contents

In-depth study of selected topics in marketing. Titles and topics will vary

Recommended Readings

Pride, W.M, Ferrell, O.C. Marketing, Concepts and Strategies, current edition (Houghton Mifflin Company)
Kotler & Keller. Marketing Management, current edition. (Prentice Hall Publishing)
Cateora, P. R. and Grahm, J.L.  International Marketing, 13th ed. (McGraw-Hill)

Teaching Methods

Lecture, case study

Assesment Methods

Students may be evaluated using minor examinations, reports, and case studies.

Language of Instruction

English

Course Schedule

 

1. Week

The Marketing Concept

2. Week

Marketing Segmentation, Targeting and Positioning

3. Week

Marketing Research

4. Week

Strategic Planning

5. Week

Buyer Behaviour

6. Week

Product and Brand Management

7. Week

Pricing

8. Week

Distribution Channels

9. Week

Integrated Marketing Communications

10.Week

Sales Force Management

11.Week

Global Marketing

12.Week

Services Marketing