(MBA) Μάρκετινγκ Μεταπτυχιακό (ΜΒΑ_Κ104)

Δέσποινα Καραγιάννη

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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

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