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PRINCIPLES OF MARKETING COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
BUS226 PRINCIPLES OF MARKETING 4 3 3 6

Objectives and Contents

Objectives: The aim of this course is to enable students to develop a comprehensive marketing plan and to evaluate the basic concepts related to marketing in real life applications.
Content: The marketing concept and environment Identifying and understanding the customer – segmentation, targeting, positioning and consumer behaviour The use of marketing research and information systems The marketing mix – product, branding, pricing, distribution; channel issues and promotion Competitive forces and marketing planning Measuring performance An introduction to marketing ethics and social responsibility