Παρουσίαση/Προβολή

(ME453) -  Kostas Kaminakis

Περιγραφή Μαθήματος

Summary module description:

This is a foundation module in Marketing. It intends to provide students with an overview of Marketing as an academic subject, a key area of corporate activity and a fundamental component of a business strategy. The module discusses and analyses marketing theories and conceptual frameworks, as well as strategic marketing tools and techniques used in the business world. Students are encouraged to engage actively and critically with the theoretical and empirical contents of the module through interactive lectures and small-group tutorials. 

 

The module addresses the essential analyses required to develop a marketing strategy, including assessing the competitive arena, customers, market trends and organisational capabilities. The core decisions within marketing strategy are explored, including the selection of opportunities to pursue, target market selection, creating a competitive advantage and brand positioning. The execution of a marketing strategy through the ingredients of the marketing mix is also over-viewed. Increasingly leadership teams of businesses are harnessing these marketing analyses and marketing strategy concepts, as they seek to update their corporate strategies, enhance shareholder value and strive to compete successfully in growth markets.

 

Aims:

The module intends to enable students to engage actively and critically with the main theories in Marketing and with the strategic marketing tools and techniques used in the business environment.

 

Assessable learning outcomes:

By the end of the module students will be able to...

-Understand the role of marketing in a broad economic and social context;

-Understand and relate marketing concepts to the world of business through the use of cases;

-Understand the importance of marketing techniques for firms within the marketplace;

-Demonstrate an ability to use the key marketing tools.

 

Ημερομηνία δημιουργίας

Πέμπτη, 19 Σεπτεμβρίου 2024