- B2B Marketing
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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.
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4 ECTS |
- Case Studies
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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.
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4 ECTS |
- Corporate Responsibility & Sustainability
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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.
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4 ECTS |
- Customer Journey & Experience
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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.
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- Entrepreneurship & Innovation
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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.
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4 ECTS |
- Marketing Analytics
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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.
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4 ECTS |
- Sales Management
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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).
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4 ECTS |
- Sales Promotion
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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. After module completion, students will be able to know: (a) The role of gifts in sales promotions, (b) The philosophy of sales promotion, (c) The conditions justifying a sales promotion campaign, (d) The alternative methods of retail sales promotions Issues relating to the design, implementation, and post-promotion evaluation of sales promotions campaigns, (e) Promotions in perishable product categories, (f) Promotions in durable product categories, (g) Framing of sales promotions
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4 ECTS |