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SCHOOL |
OF AGRICULTURAL SCIENCES |
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ACADEMIC UNIT |
AGRICULTURE |
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LEVEL OF STUDIES |
UNDERGRADUATE |
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COURSE CODE |
GEB0503 |
SEMESTER |
5 | ||
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COURSE TITLE |
Basic Principles of Marketing | ||||
| INDEPENDENT TEACHING ACTIVITIES |
WEEKLY TEACHING HOURS |
CREDITS | |||
| Lectures | 3 | ||||
| Lab / Op. Exercises | 0 | ||||
| Exercises | 0 | ||||
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TOTAL HOURS |
3 | 5 | |||
| COURSE TYPE | Core Scientific Course | ||||
| PREREQUISITE COURSES | None | ||||
| LANGUAGE OF INSTRUCTION and EXAMINATIONS | Greek | ||||
| IS THE COURSE OFFERED TO ERASMUS STUDENTS | In English | ||||
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COURSE WEBSITE (URL) |
https://
eclass.uowm.gr/courses/AGRO178/
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2. LEARNING OUTCOMES
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Learning Outcomes |
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Description of Course: The course of Marketing deals with the needs of consumers. Marketing focuses on the market’s research, examines the competition into the markets and their structures, and ends up to the configuration of suitable strategies and promotive tools that aims to persuade the consumers to desire and buy the promotive products. The aim of course as for the capabilities of students are: -to know the role of marketing for the firms -to understand how the research of markets takes place in practice, in order to be recorded the preferences and the attitudes of consumers for the products -to identify the variables of marketing, their development and exploitation, and their significance for the marketing -to discern the manners with which the variables of “marketing mix” can be used at the different structures of markets and into the various levels of competition -to adopt the significance of diversification for the firms and their products -to understand the segmentation of markets, as well the marketing strategies per kind of market and according to the phase of life cycle of products -to recognize the categories of consumers and their crucial characteristics per phase into the life cycle of product -to interpret how to approach a market using the tools of “productive mix” -to identify the techniques of marketing into the advertisements (positioning, unique sales proposition, unique sales personality, pricing) -to choose the suitable techniques from the “productive mix” and from the “marketing mix” to “gain consumers” |
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General Competences |
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• Production of free, creative and inducive thinking • Decision-making and background for business plans (especially for the agricultural products) • Deductive and inductive reasoning for the marketing and promotive variables per kind of market and according to the levels of competition • Background for postgraduate studies |
3. SYLLABUS
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The content of course includes: • The operations of firms and the role of marketing among them • The research of markets: Questionnaires for the collection of information about the attitudes and the preferences of consumers for the products • The “marketing mix” (product, price, promotion, place) • The segmentation of markets and the diversification of products due to the competition • The role of competition for the structure of markets and the marketing • The life cycle of products combining with the categories of consumers • Marketing strategies according to M.Porter and H.Ansoff. • Analyses for the options as for the decisions about the quantity and the quality of products, their pricing, the used “promotive mix” (short-run incentives, exhibitions, publicity, advertisement and personal purchases), as well for the channels of distribution of products • More specialized matters as for the techniques of advertisements (per kind) |
4. TEACHING and LEARNING METHODS - EVALUATION
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DELIVERY |
Face-to-face or/and distance education (compliant to the circumstances) | ||||||||||||||||||||||||
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USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY |
Lectures using new technologies and upload of lectures to e-class. | ||||||||||||||||||||||||
| TEACHING METHODS |
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STUDENT PERFORMANCE EVALUATION |
Final exams using multiple-choices test. |
5. SUGGESTED BIBLIOGRAPHY
| -Suggested bibliography : |
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1. Tzortzakis, Κ., and Tzortzaki, Α., 2008. Principles of Marketing: The Greek Approach (3rd ed.). Athens: Publisher Rosili. ISBN: 960-85749-6-X, Eudoxus: 6546. (In Greek) 2. Petrof, G., Tzortzakis, Κ., and Tzortzaki, Α., 2002. Marketing-Management: The Greek Approach. Athens: Publisher Rosili. ISBN: 960-85749-5-1, Eudoxus: 7332. (In Greek) 3. Dimitriadis, S., και Tzortzaki, Α., 2010. Marketing Principles, Strategies, Applications. Athens: Publisher Rosili. ISBN: 978-960-7745-28-6, Eudoxus: 7821. (In Greek) 4. Vlachvey, Α., 2019. Marketing: Principles, Strategies, Evolutions and New Data. Athens: Publisher E.A.Benou. ISBN: 978-960-359-156-6, Eudoxus: 86198072. (In Greek) 5. Kamenidis, Th.Ch.., 2018. Marketing of Agricultural Products (3rd ed.). Athens: Publisher Kyriakidis. ISBN: 978-960-599-259-0, Eudoxus: 77121099. (In Greek) 6. Belch, G., and Belch, M., 2022. Advertisement and Promotion (12th ed). Athens: Publisher A.Tziola ISBN: 978-960-418-941-0, Eudoxus: 102071490. (In Greek) 7. Kotler, P. Armostrong G. (2001) Principles of Marketing. 9th ed.. Prentice-Hall ED.- N. Jersey. [ISBN-10: 0130263125] (In English) 8. Burrow J. L., (2001) Marketing Ed.: Thomson Learning. [ISBN:0538446641] (In English) |
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-Related academic journals: |