Course: INTRODUCTION TO MARKETING 

Code: MGT461

Semester:B

(in Greek in the first semester and in English in the second semester for Erasmus students)

Tutor: 

The aim of this course is to familiarize students with the role of marketing in the firm in today’s environment.  This course focuses on Consumer Goods Marketing.

Course outline:

Basic Marketing principles, Marketing in contemporary life, marketing evolution, marketing and society, company orientation, the marketing environment, marketing research, consumer behaviour, market segmentation and product positioning, the product and product life cycle, pricing, distribution and promotion and integrated communication.

Student evaluation is based on exams (50%) and written essay (50%)

Course readings

Essentials of Marketing 13η έκδ., Perreault W., Cannon J., McCarthy J., Mc Graw Hill

Basic Marketing 18η εκδ.,  Perreault W., Cannon J., McCarthy J.,  Mc Graw Hill