Introduction to Marketing

Course Description

The course "Introduction to Marketing" introduces the student to the basic concepts and principles of the Marketing science contributing to the acquisition of useful knowledge through the theoretical review of the topic and the analytical presentation of the relevant practical issues, giving particular emphasis in the connection of theory with practice. Indicatively, the course includes the modules of shopper behaviour (business and consumer), Marketing research, product, distribution, pricing and integrated Marketing communications strategies, Marketing environment, segmentation, targeting and positioning, etc. Finally, in the context of the course it is attempted to introduce students to the Marketing scientific research by presenting and discussing its contribution both to theoretical and practical level.