Course Description
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Course Name
Introduction to Marketing
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Host University
The American College of Greece
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Location
Athens, Greece
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Area of Study
Marketing
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Language Level
Taught In English
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Course Level Recommendations
Lower
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
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US Credits
3 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
This course provides an understanding of basic marketing concepts, as they are used in different individual organizations. Marketing mix, segmentation, targeting, positioning, principles of consumer behavior, marketing research.
RATIONALE:
Marketing is a key business function. It plays a pivotal role in all company types, contributing both tangible (profitability), and intangible (image) benefits. The module equips students with the necessary tools marketers use for their marketing strategies.
LEARNING OUTCOMES:
Upon successful completion of the module, the student should be able to:
1. Identify the role of marketing as a business function and its contribution to individual firms and to the economy
2. Analyze the importance of customers for marketing
3. Demonstrate understanding of marketing concepts and terminology
METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
Class lectures
Short assignments on various marketing issues in small groups in class.
Analysis & Discussion of short cases in class.
Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
Use of a Blackboard learning platform, where instructors post lecture notes, assignment instruction, timely announcements, as well as additional resources.
INDICATIVE CONTENT:
- Environmental Analysis (macro-micro)
- Types of Markets (Business-to-Business, and Business-toConsumer)
- Principles of Consumer Behavior
- Marketing Research
- Segmentation
- Positioning
- Targeting
- Marketing Mix (Product, Price, Place, Promotion, People, Physical Evidence, Processes)
- Digital Trends in Marketing