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Specialization Courses in Marketing

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This specialization includes the following compulsory course:

Strategic Marketing Planning

This course is focused on helping you become a strategic marketer, so that you can create, gain support for and execute marketing plans that will build strong and enduring businesses. The course focuses on decision making within a context of strategic marketing planning. Decision-making is the process of developing, evaluating and choosing among alternative courses of action to solve a problem or achieve a goal. Almost all of the important decisions made by marketing executives involve aspects of strategic marketing planning. The course builds on the material covered in Marketing Management (semester 1); it reinforces the material and introduces new concepts. Marketing Planning includes: (1) establishing objectives, given anticipated environmental conditions and existing organizational constraints, and (2) developing a marketing strategy to achieve the objectives. Marketing strategy involves: (a) targeting customers and (b) creating a marketing mix (including consideration of products and services, pricing, location, distribution, promotion, advertising, and market research). An effective marketing mix is one that satisfies customers and is also profitable for the organization. The course takes a broad view; every function is involved in building a strong business that succeeds in the market. There are several objectives in this course: to use key frameworks to analyze situations and make decisions; to develop your ability to integrate marketing concepts and principles, along with your own personal experiences, into a comprehensive logically coherent strategic marketing plan; to develop your analytical skills in making complex decisions involving strategic and tactical marketing problems and issues; to improve your oral and written communication skills; to improve your ability to work effectively as part of a team; to understand how to create a strong marketing plan.

 

Team of Instructors: Andronikidis Andreas, Vassiliadis Christos

 

 

The student is required to select three of the following electives:

Retail Management and Distribution

 

Promotion and Advertising

Στόχος του μαθήματος «Προβολή & Διαφήμιση» είναι να διδάξει στους μεταπτυχιακούς φοιτητές τις βασικές αρχές και τα σημαντικότερα μοντέλα που χρησιμοποιούνται στη σύγχρονη διαφήμιση. Επιπρόσθετα, στόχος τους μαθήματος είναι να ωθήσει τους φοιτητές να χρησιμοποιήσουν συγκεκριμένα εργαλεία για να προτείνουν διαφημιστικέςπικοινωνιακές λύσεις σε πραγματικές επιχειρησιακές περιπτώσεις.

 

Διδάσκων: Χατζηθωμάς Λεωνίδας, Βλαχοπούλου Μάρω

 

Στόχος του μαθήματος «Προβολή & Διαφήμιση» είναι να διδάξει στους μεταπτυχιακούς φοιτητές τις βασικές αρχές και τα σημαντικότερα μοντέλα που χρησιμοποιούνται στη σύγχρονη διαφήμιση. Επιπρόσθετα, στόχος τους μαθήματος είναι να ωθήσει τους φοιτητές να χρησιμοποιήσουν συγκεκριμένα εργαλεία για να προτείνουν διαφημιστικέςπικοινωνιακές λύσεις σε πραγματικές επιχειρησιακές περιπτώσεις.

Quality Improvement & Marketing

The need for students to learn and understand the principles of Total Quality Management (TQM) has become increasingly obvious in recent years. Organizations that hire college graduates are demanding that their new employees understand not only the importance of providing quality products and services to customers, but also the principles and tools of TQM. Students starting their working lives unfamiliar with TQM will indeed be one step behind. This course presents the basic principles and tools associated with TQM and provides many cases that can be used as the basis for class discussion. It focuses on the continuous improvement of all aspects of a business from design, through production marketing to after- sales service. It covers the concept of TQM; the different approaches of TQM gurus; the link with recognised Quality Standards; Quality Culture, Attitudes and Behaviour; Planning a TQM program; Quality Costs, Implementation; Quality Assurance Systems / ISO 9000; the Tools and Techniques of Quality Improvement; the Malcolm Baldrige National Quality Award. The cases focus on large and small companies in manufacturing and service industries in USA, Asia and Europe (including cases from the Greek industry).

 

Team of Instructors: Gotzamani Aikaterini, Tsiotras Georgios

 

Marketing Research

The participation in each course brings to the student a pallet of useful informations about the basic aspects, methodologies and processes in Marketing Research that are related with the modern business environment. More specifically the following thematic units are analyzed: Aim of Marketing Research, Marketing Information Systems, Quaitative and Quantitative research, Sources of Information and Data Marketing, Tools for the collection processes of Information and Data, and Methods for Data analysis, Techniques of Research and Applications and Planning of Marketing Research. Part of the aim of the course is the comprehension of scientific background of marketing research examining: a) the various methods and techniques for collection of cases and study elements, b) the sources of information anddata marketing, and g) the process of research planning . Also after the course, the students can develop their skills about the use of modern of Marketing Information Systems (softwares, e-data excange techniques, equestionnaires, cloud technologie), and they build their konwledge background effectively and efficiently to evaluate research studies in marketing research praxis that can be very important for marketing strategy purposes.

 

Team of Instructors: Vassiliadis Christos, Zaphiriou Georgia, Tampakoudis Ioannis

 

Financial (Bank) Marketing

Understanding customers is fundamental to the success of any organization. More importantly, success of marketing initiatives hinge on achieving desired customer responses, which in turn lead to “good” financial outcomes. This module looks into the company culture and examines a variety of structures and strategies that companies adopt in order to secure a safe position in today’s markets and satisfy the necessities of your costumers. We will start by analyzing the main ideas and concepts involved in the structure of any company in order to go further and examine its short and long term goals and its strategies towards securing client loyalty. In this respect, our purpose is to provide you with a structured approach to understanding customer responses in its many forms.

 

Team of Instructors: Andronikidis Andreas, Vassiliadis Christos

 

Sales Management

The procedure of sales, as a link between the enterprise and the market-place, plays a catalytic role in the effectuation of the company’s strategy and directly pertains to the accomplishment of the company’s targets. Besides that, all business activities are connected to sales. Without selling there is no business, and without customer’s support a business cannot exist.

The procedure of selling in modern business, expresses a new philosophy which represents a new customer’s behaviour, a change in the way that a salesman approaches the customer, generally adopting a modern style of selling, more flexible and effective. On the other hand, the modern salesman is not just a simple salesman, he is an integrated manager with technical knowledge, skills and perceptual abilities.

Therefore, there is a general reversal of status quo on sales, a radical, catalytic transition in the selling way and the current salesman’s behavior in the market, compared to what was in effect in previous years.

 

Instructor: Georgakas Constantinos

 

ΔΙΟΙΚΗΣΗ ΠΩΛΗΣΕΩΝ (ΑΓΓΛΙΚΑ)

The procedure of sales management, as a link between the enterprise and the market-place, plays a catalytic role in the effectuation of the company’s strategy and directly pertains to the accomplishment of the company’s targets. Besides that, all business activities are connected to sales. Without selling there is no business, and without customer’s support a business cannot exist.

The procedure of selling in modern business, expresses a new philosophy which represents a new customer’s behaviour, a change in the way that a salesman approaches the customer, generally adopting a modern style of selling, more flexible and effective. On the other hand, the modern salesman is not just a simple salesman; he is an integrated manager with technical knowledge, skills and perceptual abilities.

Therefore, there is a general reversal of status quo on sales, a radical, catalytic transition in the selling way and the current salesman’s behavior in the market, compared to what was in effect in previous years. 

Instructor: Constantinos Georgakas

Business To Business Marketing or Business Market Management

There is a need in Marketing to contact your user or the distributor directly. That is why the theory of Business to Business Marketing needs to be explored. The module is designed to offer students specific knowledge on the basic concepts, "tools" and principles used in Industrial or B 2 B marketing. The course realizes that students need to develop an understanding of the Business to Business Environments and the consequences of the marketing decisions.

 

Instructor: Georgakas Constantinos

 

ΒΙΟΜΗΧΑΝΙΚΟ ΜΑΡΚΕΤΙΝΓΚ (ΑΓΓΛΙΚΑ)

There is a need in Marketing to contact your user or the distributor directly.  That is why the theory of Business to Business Marketing needs to be explored.  The module is designed to offer students and Marketing executives specific knowledge on the basic concepts, "tools" and principles used in Industrial or “B 2 B  Marketing”, or “Business Market Management”.  The course realizes that students and executives need to develop an understanding of the Business to Business Environments and the consequences of the marketing decisions.

 

Instructor: Constantinos Georgakas

International Marketing

In the outset of the 21st century, International Marketing is increasingly becoming an important part of a firm’s fundamental functions. For more and more firms, the degree on international involvement is increasing continuously as technological evolution has reduced significantly the importance of distance as an impediment to selling or producing internationally. International business has become much easier and much cheaper to do. Nevertheless, doing business successfully in a foreign market still requires that managers have good knowledge of International Marketing fundamentals. That is a result of the very different business environment which a marketer will confront in a foreign country. In their effort to put together a marketing plan for a foreign market, marketers have to account for local traits and realities concerning customer features and preferences, cultural and social idiosyncrasies, demographics, legal requirements, political conditions, climate, topography, and economic factors such as exchange rate fluctuations and risk, incomes and purchasing power, infrastructure, operational costs and many other forces of the local business environment.

The course will investigate all these issues and analyze their importance for the international marketing manager. Their role in putting together a successful international marketing plan will be studied and discussed in detail.

 

Instructor: Hajidimitriou Ioannis