Marketing

The aim of the course is to familiarize students with the marketing principles, decisions and tools and provide a holistic picture of the total range of marketing activities. The following topics are included in the course: (a) marketing content, evolution, definitions,areas of application, (b) strategic marketing, segmentation and positioning, (c) market research and consumer behavior, (δ) marketing mix development (i.e. decisions regarding product, place, price and promotion), (e) sales management and organization, and f) specialized marketing topics such as B2B Marketing and International and Export Marketing. 

Consumer Behavior

Classical and contemporary theoretical and empirical approaches to studying consumer behavior and their role in the determination of efficient marketing strategies: a) introduction to consumer behavior, b) information gathering, perception, learning, motives, self-image, personality, lifestyle, attitudes, emotions, c) external influences on consumer behavior: socio-demographics, values, culture, reference groups, opinion leaders, d) consumer decision making processes: stages in buying decisions, types of buying decisions, consumer involvement with decision processes, e) consumer segmentation theory and methods. 

Marketing Research

As the complexity of the problems facing managers has increased in recent years, so has the need for information – about the business environment, about the competition, and particularly about the customer. As a marketing manager or general manager, you will almost certainly come in close contact with market research frequently throughout your career. This course is designed to give you the tools to become an intelligent user of market research. The goal is to provide you with a good understanding of the logic of market research, various types of market research and the market research process, and the role of market research in decision making. Obviously, a major focus will be method, but our discussion will not be as detailed as would be required of a market research supplier.

Advertising & Communication

The course aims to lead students to recognize the close relationship between advertising strategy and marketing strategy and to understand the mechanisms that determine the effectiveness of an advertising campaign and an integrated marketing communication program. The course presents the range of marketing communication tools and their combined, more effective use. In addition, the steps and the process of developing an integrated marketing communication plan and the methods for evaluating its effectiveness are analyzed. The course focuses on classic and contemporary theoretical and empirical approaches to the study of advertising (e.g., hierarchical models of advertising effects, high- and low-involvement advertising, setting of advertising objectives and advertising planning grids) and examines in depth both strategy (e.g. integrated marketing communication strategy, objectives, development of the creative brief, budget, media planning and effectiveness assessment) as well as the creative side of advertising (creative process, message development, creative techniques, advertising appeals). Other marketing communication tools such as sales promotion, personal selling, public relations, digital communication etc. and their combined use are also discussed. 

Marketing Strategy

The course is designed to develop students’ competencies in developing and implementing effective business strategies in a dynamic and highly competitive environment. The course does not focus on only one business function (e.g., accounting, operations, finance, e.tc). Rather it examines a company as a system. In that context, students need to integrate prior knowledge and competencies, in order to solve complex strategic issues. The course covers topics, such as: competitive environment, different levels of strategy, financial aspects of a chosen strategy, marketing strategies and associated marketing tactics.

International Marketing

This course will present an overview of marketing practices in a global environment and provide the framework upon which international marketing management can be based. Emphasis will be placed on the scope and challenges of international marketing, the culture, political, legal, and business systems of global markets, the global market opportunities, and the development of global marketing strategies (product planning, promotion, pricing and channels of distribution). The course is designed to provide students with the latest understanding of global issues and the necessary skills in making strategic decisions based on a global perspective through lectures, case studies, and group projects.

Product Strategy

The aim of the course is to present basic concepts for product and product decisions. Topics include the fundamentals of product policy, typologies of product policy decisions (e.g., product line, product mix, tangible aspects of the product, intangible aspects of the product), branding (e.g., logos, names, branding strategies and tactics), new product development (e.g., stages of the new product development process, the role of luck in new product development) and product elimination decision-making.

Digital Marketing

 The course, among others, includes the following topics: (a) web analytics, (b) digital advertising campaigns and analysis of their performance (Google Ads / Meta Ads), (c) corporate presence in social networks and analysis of interaction with digital followers, (d) marketing strategy and digital business models, (e) consumer behavior online, (f) content marketing, (g) Search Engine Optimization, (h) e-mail marketing, (i) UX design.

Marketing Analytics

The aim of the course is data analysis and the development of descriptive and predictive quantitative and optimization models in the wider field of marketing and digital social networks. Initially, emphasis is placed on the use of tools that allow the detection, access, management, and export of data from the internet (web scraping). Using this data, students will be exposed to the use of text mining methods on texts (e.g. Facebook tweets, blogs, user comments and ratings for restaurants and newspaper articles) and to the application of various machine learning methods to analyze customer behavior, perform sentiment analysis and create recommendation systems. At the methodological level, students will acquire knowledge and skills in various methods for describing customer data sets (descriptive analytics), develop models that predict future trends and behaviors (predictive analytics) and develop optimization models (prescriptive analytics). At the level of business problems and practical application, students will be exposed to various topics such as market basket analysis, consumer behavior models, and segmentation models.

Customer Journey & Experience

 This course aims to enable students to appreciate the breadth, the significance and the centrality of the customer experience; to comprehend the notion of the customer journey and the tools that enable us to analyse it; to appreciate how to manage, enhance, and optimize the customer experience and how to achieve excellence, via the optimum management of the service provision process, the people involved, and the environmental multi-sensory atmospherics. Students are exposed to a number of managerial tools and techniques and through the hands-on, practical application approach of the course they learn how to use them by applying them to real life examples.

Entrepreneurship & Innovation

Innovation is the most important guarantor of sustainable competitive advantage for firms around the world. Entrepreneurship is the principal source of jobs and wealth in the economy. However, shaping an organization so that it successfully and repeatedly brings innovations to market is a daunting managerial challenge. This course examines the basics managers need to organize and commercialize valuable innovation in both entrepreneurial and established firms. Major topics include designing appropriate innovation processes; identifying, building and commercializing innovations; taking advantage of internal and external sources of innovation; and structuring entrepreneurial organizations. The course includes lectures, case analyses, visiting experts, practical exercises and student presentations.

Sales Management

The purpose of the course is to analyze the dimensions of the complex operation of the Sales department. Specifically, emphasis will be placed on:

(a) In the sales process and sales techniques. The focus will be on business-to-business transactions where the bulk of market sales are seen, but the basic approaches will also apply to retail sales. References will also be made to electronic sales.

(b) In strategic and critical decisions that are required to be made by Sales executives when designing a sales plan, such as market forecasting and setting Sales targets, determining the Sales force and fleet as well as hybrid and mixed sales systems (eg agents) that can be implemented by a company, the planning of the sales areas in combination with the targeting and positioning of the company, and the organization of the Sales force.

(c) In the role of cooperation and methods of coordination of the Sales department with the Marketing department (since these two functions are the most customer-centric), as well as in general management issues of the relations of the Sales department with other key departments and functions of a company.

(d) In broader issues contained in the operation of the Sales department such as the logic of CRM systems, customer service, complaint management, the importance of service orientation (servitization) and service-dominant logic, as well as decisions with HR philosophy such as remuneration, training, control of Salespeople and internal marketing policies (Internal Marketing Orientation). 

(e) In the key role of the adoption of the Marketing philosophy in the strategic planning and implementation of the Sales operations with a view to providing value to the customer (customer value).

Corporate Responsibility & Sustainability

This course aims to provide students with a comprehensive understanding of Corporate Social Responsibility (CSR) and sustainability practices in the business world. Students will explore the ethical, social, and environmental dimensions of business operations, and how companies can contribute positively to society while maintaining financial success. The course will cover theoretical foundations, practical applications, and case studies to facilitate a holistic understanding of CSR and sustainability.

Sales Promotion

Students attending this module will likely get a job with a manufacturer of consumer goods (e.g., grocery or durables) or a domestic/global retailer. It is, therefore, of particular importance to acquire knowledge about retail sales promotions. By combining empirical evidence with practical illustrations and case studies, this module aims to provide students with a thorough understanding of the nature, content, and context of retail sales promotions.

B2B Marketing

Upon completion of the course, students will be able to understand the unique conditions of B2B markets (transactions among businesses) and the relevant marketing strategy adaptations in both strategic and tactical level regarding both the company and the customer.

Case Studies

This case studies’-based course is especially designed for the MSc in Marketing & Communication students to assist them in applying theories, frameworks and concepts from the marketing discipline. Students are exposed to real business dilemmas, decisions, and problems commonly encountered post-graduation in marketing. Managerial decision-making should not take place in a vacuum but should be underpinned by data analysis and critical discussions. Students can take stock of the knowledge gained from the MSc program to review, evaluate, and synthesize the data and information provided in the case study to analyze the core issues at hand, recommend specific course of actions, and justify the solutions suggested from an available pool of alternatives, within the safety of the academic environment, sheltered from the risks of the real marketplace. Students can develop critical thinking, working well with others, and decision-making skills necessary for dealing with the complex and day-to-day challenges that marketing managers are confronted with. The course relies on case studies primarily drawn HBS cases, written by professors at HBS and at renowned business programs worldwide. The HBS cases offer slices of business life, focusing on actual problems and decisions companies face, and provide extensive opportunities to integrate and apply abstract tools in real, practical marketing contexts.

The thesis aims to:

• provide an opportunity to explore in depth a particular topic and put into practice theories and concepts learned on the Program
• enable interaction with faculty members, which is important for the evaluation of the student’s capabilities
• provide the students invaluable knowledge on the undertaking of a scientific research which will be of use to them in both a professional or academic career