GD550 – Marketing Management
Master of Science in Green and Digital Management
Core Course
GD550 – Marketing Management
Course Unit Code: GD550
Type Of Unit: Core
Level of Course Unit: Second cycle
Year of Study: First/second year
Semester: On demand
Number of ECTS Credits: 6
Class Contact Hours: 28
Mode of Delivery
Face to Face
Prerequisites
None
Course Objectives
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, help them sharpen their analytical skills in assessing and solving marketing problems, and effectively employ different marketing activities focusing on the customer-centric and data-driven marketing.
Learning Outcomes
- Effectively apply basic and advanced tools of marketing management.
- Practice segmentation and targeting of consumer markets and positioning of a product/service.
- Develop a comprehensive marketing plan for a product/service.
Course Content
Course Features
Planned learning activities and teaching methods
Lectures; in-class and online discussions and debates, teamwork; case studies; marketing plan development.
Assessment methods and criteria
10% Class participation (including individual contributions)
30% Group In-Class Assignment or Case Workshop
60% Individual Assignment: Marketing Plan Development or Case Study development
Any student could improve their grades up to 10% by submitting an additional case study. The write-up must be submitted before the end of class.
Language of Instruction
English
Readings
Textbook:
1. Kotler, P., Keller, K.L, Chernev, A. (2022), Marketing Management, 16 ed., Pearson Education, Inc., Upper Saddle River, New Jersey. (Other editions will do).
Extra Material:
2. Introduction to Marketing at Coursera, by Wharton professors.
3. Michael Solomon (2012) Consumer Behavior: Buying, Having, and Being, 13th ed.,
4. David Scott. (2015) The New Rules of Marketing and PR: How to Use Social Media, Online Videos, Mobile App, Blogs, New Releases & Viral Marketing to Reach Buyers Directly,
5. Valerie Zeithalm. (2012) Services Marketing, 6th ed.,
6. Naresh Malhotra. (2015) Marketing Research: An Applied Orientation, Alex Genadinik
Marketing Plan: template and Example, The 1-Page Marketing Plan
7. Kotler, Philip Pfoertsch, Waldemar (2006) B2B Brand Management,
Springer Publishing, Heidelberg, New York September 2006, 357 pages
8. Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021) H2H Marketing: The Genesis of Human-to-Human Marketing Springer, Heidelberg, New York January
English (UK) 
Ελληνικά