MCR711 ΕC Foundations of Marketing
Professor: Theodoros KOUTSOBINAS
The οbjective of this course is to help students understand the basic challenge of marketing today: to create vibrant, interactive communities of consumers who make products and brands a part of their daily life. The course presents fundamental concepts and principles of marketing within an innovative analytical framework which is based on the preferences of the client and the price of goods. This approach helps students to develop skills related to marketing activities. In particular, the course examines the important role of technology in today’s market, market segmentation, targeting, positioning, value of brand name and high-profile visibility, analysis of customer value, marketing using databases, e-commerce, value networks and supply chain management. Particular emphasis is attributed to activities such as integrated marketing communication and to new forms of communication, such as marketing experience, entertainment marketing, public relations as a marketing channel and endorsement of goods from reliable and high-visibility sources.
- Βιβλίο : ΑΡΧΕΣ ΤΟΥ ΜΑΡΚΕΤΙΝΓΚ, PHILIP KOTLER, GARY ARMSTRONG, JOHN SAUNDERS, VERONICA WONG Λεπτομέρειες