(MBA) Μάρκετινγκ Μεταπτυχιακό (ΜΒΑ_Κ104)

The purpose of this course is to lead MBA students to a thorough understanding of the current concepts of the global strategic marketing practices, searching also of ways that these may be implemented by the Greek companies. The course is not focused on the narrow scope of the marketing disciplinary per se, but aims to drive students to combine knowledge from neighboring academic fields, such as management, microeconomics, accounting and IT technology. This is achievable, since our MBA students that possess diverse undergraduate academic backgrounds have to share their knowledge, experience and skills, as they work in teams. The course involves academic lectures and presentations of current empirical research in the classroom, as well as student assignments on selected case studies and specific projects. 

Major topics of the course:

·        Evaluation of the marketing concept - the role of value as a strategic intent. Market-driven strategy.

·        Marketing ethics in modern organizations. Values, rules and business codes of ethics.

·        Market vision. The role of marketing strategy on business strategy. Developing a strategic vision about the future.

·        Environmental analysis.

·        Market analysis. Market size estimation.

·        Competition analysis. Power distribution in the market. Competitive advantage.

·        Segmenting markets.

·        Market and Product Positioning strategies.

·        Strategies for emerging markets. Strategies for mature and declining markets. Strategies for leaders, challengers, followers and niche markets.

·        Relationship strategies ? Managing value-chain relationships.

·        Product planning as a customer-driven process. Variations in the Generic new product planning process.

·        Strategic brand management. The role of brands. Category management. Global brands, private labels, internet brands.

·        Pricing, promotion and sales force, internet and direct marketing strategies.

·        Designing market-driven organizations. Strategy and organization. The challenge of integration. Partnering with other organizations. The impact of the Internet on organizational design. New forms of marketing organizations. Organizing global marketing strategies.

·        Marketing strategy implementation and control. Marketing metrics. Evaluation. Opportunities and performance gaps. Determining normal and abnormal variability. Deciding corrective actions.