Bachelor (Hons) in Marketing (taught only in English)

The aim of marketing module is to introduce students to the basic principles of marketing. Furthermore, is to develop a basic understanding of marketing within a firm. Key contents include Philosophy of Marketing, micro and macro environment, consumer behaviour, marketing research, segmentation and positioning. Emphasis will be given in theoretical analysis in order to develop basic marketing thinking. The objectives of the modules are to explain the importance of a target market and implementation of a marketing mix, to understand the consumer behaviour process and explore the different factors that influence it and articulate the segmentation and positioning techniques for the development of a marketing plan.

This is an essential module for Business Administration. It will concentrate on operations management which can be applied in general terms to almost all business activities from manufacturing, retailing, service and the public sector. Issues such as the business operations design, capacity management and control, customer service, inventory and distribution management, JIT and MRP philosophies, location and layout, new product and service development; production, operations procurement, quality management, queuing, supply chain management, and globalization which have become areas of concern in all organizations, will be discussed. The Operations Management module aims to introduce a big-picture overview of these essential functions within a company. The module objectives are to enable students understand the key concepts and the scope of operations management and to help them assess different framework of operations management.

Statistics is the scientific field that involves methods of collection, presentation and analysis of quantitative data in order to make better decisions under uncertainty. This module focuses on presenting various statistical techniques and their applications that assist in making business decisions. The theoretical framework of the module aims at encouraging students to identify and apply appropriate statistical techniques and methodologies for a variety of research questions, present and interpret statistical findings. This module will cover the basic tools used to describe data for the purposes of transforming data into information. In addition, the module will present basic probability concepts, rules and distributions in order to answer problems which involve business applications. An introduction to the fundamentals of statistical inference will be provided in order to show how it is possible to examine a sample of data to reach conclusions about population.

The module introduces students to the role and purpose of the management accounting within a business. This module cover issues arising from the application of modern management accounting techniques, such as: the application of Balance Scorecard, preparation quality cost report; managing environmental cost; Just in time; international aspects of management accounting, information for short and long term decision making, impact of risk and uncertainty within decision making, cost planning and analysis within competitive situations, modern competitive environment and international aspects of management accounting.

The module will introduce basic corporate and personal finance concepts, including the time value of money, financial markets, shares and bonds, financial risk and return, and the elements of investment. Student will become familiar with the key topics in financial theory and application as a basis for further studies in finance. The module also will introduce students to fundamental concepts underlying financial management, including how a business is financially structured and how to plan financially for business profitability.

The main aspect of Business & International Environment module is to provide students with an understanding of the increasingly complex global business environment, the challenges and dilemmas this presents for managers and organisations, and the variety of organisational forms and corporate strategies employed in contemporary international business. The module covers the major trade flows in the world, the politico-economic rationale for international trade, the specific market environments in which companies will operate, the role and importance of multinational enterprises in international business and the various tariff and non-tariff barriers to international trade. Furthermore, there will be an inquisitive analysis of the economic history of the twentieth century and the ever-increasing role of international organisations and their importance in managing the issue of global economic development and the impact on local economies. Finally, an extensive economic outlook on the specific of the Greek economy will be provided for students to comprehend the dynamics and flaws of the local business environment inside the space of international economic activities.

This module aims to enable students to acquire knowledge and understanding of the core areas of human resource management (HRM) and to apply these in a range of organisational settings. It provides students with an understanding of the issues involved in the staffing of organisations, including the recruitment and selection of staff, their training and development, the ongoing challenges in motivating different kinds of employees, both in terms of rewards and pay as well as through the ways individuals and groups can be supported in their work. Main objectives are, the understanding of different key HR issues, the critical evaluation of their effectiveness and understanding of the necessity of integration of HR practices with the company’s strategy.

The aim of the module Marketing Practice is to introduce key terms and theoretical concepts, for all four components, product/service, price, place and promotion of the marketing mix and help students develop an understanding of the role of marketing within an organization. During the delivery of this module students will become familiar with various topics, including product portfolio, product development, branding, pricing techniques, integrated marketing communications and distribution channels. The module’s objectives are to present all elements of the marketing mix and underline its importance for the company’s viability and profitability. A second objective is to build a thorough understanding of the importance of marketing as a cross functional activity in the organizational context.

The module aims to introduce to the students the main theoretical concepts of consumer behaviour and discuss the importance of exploring them in order to form a marketing strategy. It mainly focuses on why and how consumers make specific decisions and behave in certain ways - what motivates them - what captures their attention; what retains their loyalty and how in fact they decide to buy or not, and where and when to buy certain products and services and finally how this knowledge can be used in the marketing strategy. Students will be introduced to the theoretical frameworks, concepts and principles associated with the consumer buying process. Main objectives are to build a comprehensive framework in order students to be able to make practical decisions and help them understand how theories can be applied for delivering value proposals.

This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and a practical perspective, 1)exploring how different forms of communications work together, 2) acknowledging the development of the new mediums by which organisations may communicate with stakeholders and influencer groups and 3) examining how such communications affect business and society.

This module will enable the students to develop their abilities in analysing the digital media research. Based on this analysis they will be able to form critical decisions, which will help the company to develop a better marketing plan within a business plan. This module will enhance the ability of the company to create a competitive marketing plan, to be able to gain sustainability (considering also the ESG criteria) in a digital environment.

The elements of sales management module are to introduce students in the nature and scope of the effective sales management principles and methods, as well in the basic techniques of professional selling. Key contents include planning and controlling the work of the salesman, sales force selection, training, and evaluation techniques and the salesmanship context and practice. Students will be presented with sales force management cases, where weak and strong points must be identified by students. They then will have a chance to propose alternative solutions to ameliorate the situation. The reasons for the propositions need to be presented and explained. Critical discussion will follow with reasons for the criticism and alternative proposals debated.

Decision Support Systems are integrating into the business environment at unprecedented rates. CRM systems are a tributary to the overall large-scale ERP systems that inform business decisions, marketing planning and the formulation of business strategy. In this specific module a series of interesting topics are going to be discussed. In particular, the definition and justification of promotional strategies, the importance of promotion in specific markets, the long-lasting results of promotional strategies, the effects of techniques used in direct marketing, and customer loyalty programs, etc. Also, reference will be made in the history of modern business computing, the different aspects of digital business intelligence and the framework of modern Decision Support Systems in the context of the information age. Emphasis will be given in planning, implementing and evaluating integrated CRM actions.

Digital Business is considered as a module that focuses on the rational for the use of digital technology in business and the accrued benefits, looking like dissemination and intermediation. It is the application of the internet and related digital technologies in conjunction with traditional distribution activities to achieve the company’s objectives. Modern day business must be agile and adapt to utilising key media types to engage with their customers. This involves understanding how to communicate through digital platforms, planning digital activities and analysing success of these techniques.

It has been suggested that the marketing department and its associated distribution activities are essential to the success of the company, as this department is viewed as the ‘bridge’ or ‘connecting factor’ between the business and its customers.

This practical module will enable students to formulate an integrated digital marketing communications campaign. Students will learn how to leverage a company’s presence on social media platforms to generate more connections and build relationships with customers. Practical labs provide students with hands-on experience creating content on social media platforms like Facebook, Twitter, and LinkedIn. Students will also learn the mechanics of planning pay-per-click, email and display advertising campaigns. Where appropriate ‘live case studies’ will be used.

Views abound on the impact of the Internet and e-commerce on traditional forms of retailing. The focus is on the process as it supports B2C activity and how retail processes and procedures could be affected by e-commerce.

Three topics are presented. First, the largest retailers are now pursuing Internet-enabled advantages and cost reductions in operations, which could translate to an enhanced competitive position in process, structure, and relationship terms. Secondly, consumer reactions to the new real and virtual offers will be fundamental to their success and failure, but yet consumer reactions are not fully understood. Thirdly, existing retail floorspace will need enhancement in quality and presentation if it is to continue to provide retail functions.

During the final year of the Degree the students will be required to complete and submit a project on business applications in the form of an individual extended assignment. This final project is based on a literature review, a framework for the analysis is chosen and a primary research follows. The analysis of research data marks the end of the field work. The final report is based in the analysis and implementation of a focused real business issue. Proposals and conclusions reveal the end of the project.Given the complexity and scope of the above task, this module is designed to span the whole of year 4 (i.e. semesters 1 and 2 of this year) and is considered to represent a double module.

International Marketing is the process of planning, developing, and managing the company resources on an international scale, to meet an organisation’s international marketing objectives. It is a key discipline because for many firms, a significant growth opportunity will be through international business. This module examines the marketing skills needed to exploit business opportunities beyond existing country and operating boundaries, as well as reviewing key academic theories that underpin the management process. It is delivered through a combination of lectures, case study and tutorials.

The essence of business to business marketing module is to introduce students in theories and concepts of strategy and management in business to business marketing. Furthermore, it is to develop a critical and analytical thinking of marketing within a firm. Key concepts include the important differences of Business to Business markets from consumer markets, the cyclicality of the purchasing behaviour of various Business to Business industries, the role of communication in the B2B marketing, the place, distributors and sales force in the industrial market, distribution channels, the role of the Decision Making Unit (DMU) in the purchasing process, the role of the purchasing department, strategies for obtaining B2B clients, B2B marketing research and B2B marketing planning.

The essence of Strategic Management concerns decisions about business models, business competitive position within the operating industry, and their competitive advantage. To come up with decisions upon these issues, it is necessary to analyze a number of factors that influence business at all levels. All these areas will be cover via a number of case studies. Key contents are theoretical frameworks, concepts and principles associated with these types of decisions well as the research evidence that tests the theories.

Entrepreneurship is defined using the management approach as a characteristic pattern of management behaviour which has innovation outcomes. Entrepreneurship is a pattern of behaviour capable of application to all types of organisation – public sector, not-for-profit and commercial organisations. Every organisation requires innovation expressed as a need to introduce and “make new things happen” for one reason or another. Given these facts, the essence of this module is to cover issues such as Creativity and Innovation, Entrepreneurial Management and value creation concepts and theories.

The “Digital Transformation in Marketing” module introduces students to the principles of digital transformation and project management and explains how globalization and digital technologies have accelerated disruption almost in every industry (traditional or not). All digital transformations introduce changes into organizations.

The context of digital transformation in marketing within an organisation transformation strategy is explored in order to close the gap between the “as-is present state” and the “to-be future state”. Also this module covers setting up the right teams needed to support digital-read strategies and the execution of digital strategies in marketing. Core factual material is provided through case studies and interactive lecture sessions.

The course will focus on the principles of services marketing and it will examine the issues that arise from the differences between the marketing of tangible products vs services. It will also address the importance of the interaction between customers and service providers. The attraction, retention and strong customer relationship building through quality service will be discussed, as will the link between service quality and customer satisfaction. Concepts will be illustrated using cases, examples and exercises in service industries such as transportation, banking, tourism etc. The subject matter for the module will include exercises on the Services Blueprinting process, exploration of the concept of Services capes, study of importance of selecting the right people for service jobs and how to empower them in the role, etc.

During the final year of the Degree the students will be required to complete and submit a project on business applications in the form of an individual extended assignment. This final project is based on a literature review, a framework for the analysis is chosen and a primary research follows. The analysis of research data marks the end of the field work. The final report is based in the analysis and implementation of a focused real business issue. Proposals and conclusions reveal the end of the project.Given the complexity and scope of the above task, this module is designed to span the whole of year 4 (i.e. semesters 1 and 2 of this year) and is considered to represent a double module.