Introduction to Marketing

The American College of Greece

Course Description

  • Course Name

    Introduction to Marketing

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • 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.

    Hours & Credits

  • US Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • 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   
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