Marketing & Sales Management Major

Requirements: 5 courses / 15 credits (30 ECTS)

Analyzes the theories and models of consumer behavior and examines the decision-making processes of individuals and households in obtaining and using goods and services. The course explores how consumers select, purchase, and use products and services, what influences their behavior, and what the implications are for developing marketing research. The course also explores the demographic differences of individual consumer groups and the cultural context of consumer behavior in a global economy. Prerequisite(s): BUS320 Credits: 3
Introduces students to the theory, applications and practices of marketing research. Topics include the development of marketing research plans; the significance of marketing research to business organizations; the application of marketing research techniques to marketing policies and planning. How information is used to identify marketing opportunities and problems, and to generate, refine, and evaluate marketing actions and performance are also covered. Prerequisite(s): BUS320 Credits: 3
Concentrates on the management of sales forces, sales analysis, forecasting techniques, account and territory management, negotiations, integrating personal computers into the sales function, and computer simulation of the decision processes. The course also covers topics such as the integration of promotional strategies into the marketing mix of behavioral and database foundations for promotional strategies, the application of information-based technologies and tools for analysis, as well as the allocation of promotional resources. Prerequisite(s): BUS320 Credits: 3
Enables students to recognize pertinent principles of marketing and apply them within a managerial decision-making environment. The course examines the marketing planning process, strategic marketing, and the effective implementation of marketing plans. The course also integrates the principles of advertising, retailing, sales, and research, in relation to the marketing mix in order to establish an overall framework for effective management at all levels of marketing functions. Prerequisite(s): BUS320 Credits: 3
Offers students a comprehensive framework for the development and application of realistic competitive marketing strategies, encouraging students to draw from the integrated knowledge they have developed throughout their major. Sharpens students’ critical and strategic thinking competencies through the presentation and analysis of contemporary topics and advanced marketing cases. Prerequisites: BUS320, BUS385 Credits: 3


Electives: Select 3 courses / 9 credits (18 ECTS)

Provides the basic theoretical models on innovation such as open, disruptive and business model innovation, combined with global best practices and scientific methods to guide new product development leaders and their teams throughout the product development cycle. The course emphasis is on the models, skills and techniques necessary for delivering a customer and market driven product vision, building an energized cross functional product development team, and achieving strategic product focus by identifying priorities and making the right trade-offs. Prerequisite(s): 1 M-core class Credits: 3
The course introduces students to EU established policies, EU business basic concepts, principles, management, objectives, and contemporary issues of business organizations. It covers a wide range of topics including, conducting business nationally and internationally, ethics and social responsibility of business enterprises, Greek and European economy, Organizational culture, economy, and society of EU-27, Entrepreneurship and how to start a new business in EU, marketing, and consumer behaviorism. Prerequisite(s): None Credits: 3
Introduces students to the distinct thought and application of services marketing. Focuses on issues of service design, service quality, service recovery and the special characteristics of services offerings and clients. Enables students to develop academic understanding, and technical skills in marketing service offerings. Prerequisite(s): 1 M-core class Credits: 3
Provides thorough coverage of the pre-eminent importance of the business-to-business marketing activities for producers and distributors of all classes of goods and services. Explores the nature of organizational markets, the practices of purchasing decision-makers in a wide range of business contexts, and the nature of the relationships developed and nurtured. Highlights the differences between industrial and consumer marketing and offers students knowledge of the tools and concepts of business-to-business marketing. Prerequisite(s): 1 M-core class Credits: 3
Introduces students to the concepts of public relations as well as to advertising techniques used by businesses to promote their products. Topics to be discussed include the history, philosophy, theories of public relations, and how public relations constitute an important function of business enterprises. The second part of this course analyzes the nature and scope of advertising and its place within marketing strategies as well as its importance in management decision-making. Prerequisite(s): 1 M-core class Credits: 3

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