Bachelor (Hons) in Marketing (taught only in Greek)
Skills and Practices on Digital Marketing
The convergence of telecommunication and the endless improvement of computer technology generates new structure in our personal and corporate life as well. Hardware and software are mandatory elements for a company in order to be able to manage the internal and external information flow. Therefore, the course is required to: a) provide students with a strong conceptual framework for understanding the structure and operation of Business Information Systems; b) Allow them to develop a "socio-technical" approach to Information Technology, which connects the business with technology and people; and c) introduce students to the basic concept of computer architecture and various technologies in a network environment for the development and implementation of business applications.
The module introduces the students to the operations of accounting and intends to present and adopt the modern techniques of registrations of the transactions, and thus present the actual financial situation of the business. This is implemented through the analytical presentation of the diary of the transactions, so that the accounting provides the required financial protection of the business, and is helping to make the right decisions, and thus succeed their corporate goals. The students are presented with real life situations and are required to demonstrate their ability to identify problems and, then select, among alternative theoretical options, which one is more suitable to be applied in the specific situation.
The essence of Management refers to the role, functions and techniques of management. The module introduces students to the concept of management by exploring the roles and factions of managers and the way they will manage effectively in the business environment. It is also providing a framework to students to understand the interconnections of the different aspects of management, and how they fit together in an organization. Students will study all the relative areas (i.e. programming, types of goals, planning, steps of the process, who plans, why and when, etc.). They will also be introduced to the theoretical frameworks, concepts and principles, as well as, the research evidence that tests the theories.
This module aims to give an introductory course in modern Macroeconomic theory and its applications. The scope of the lectures will be focused on familiarizing the students with basic concepts of economic and monetary analysis, such as a) investment theory, b) the laws of supply and demand, c) monetary and fiscal policy, and d) international trade and economic development, among others. The theoretical framework of the lectures will be accompanied by case studies and workshops, which will focus on the interpretation and analysis of data, presented by a variety of sources of contemporary economic discourse. The module will also examine the effectiveness of economic theoretical framework on the tackling of modern economic issues, such as those of economic development, economic investment (local and foreign direct) and others. Finally, the course of the Hellenic economy throughout recent history will be reviewed, inside the economic and legislation frame of the European Union, with special note on fiscal activities and the engagement on international trade.
This is an introductory module where students are encouraged to develop a general understanding of the scope, nature and content of modern microeconomic theory and its applications. They will study the techniques of model building and analytical reasoning used in microeconomics, using diagrams, statistical charts and other tools. There is an emphasis on evaluating and solving real problems faced in market economies. More specifically, the laws that govern the behaviour of the consumer and the entrepreneur, the mechanisms that influence the change of those behaviors, the importance of reaching the market equilibrium. Finally, an attempt is presented to establish an insight into the ins and outs of the Hellenic micro-economic environment (i.e. the long-term existence of oligopolistic practices, the high inelastic cost of business, and others) and the methodology with which the theory can be applied to them.
The objective of the module is to approach Law in connection with People, Society, Economy and International Community. It will emphasize to the branch of Commercial and Business Law and in particular a) to the various types of trading companies recognized by Greek and E.U. Law, b) to the significance of cheques and bills of exchange and their applications to commercial transactions, and c) to the way that Greek law regulates bankruptcy. Students will be presented with examples of court decisions, which will clarify the way differences between partners and law offences are treated by the law. There will be cases of creating a commercial (profit) company, and a not for profit organization (NGO).
The module is designed to provide to the students with a further understanding of the total accounting process. They will understand the role of accounting in processing company data and controlling company assets. Further to the emphasis that is placed on understanding the reasons behind the required procedures and the learning of how to interpret financial data, the students will be familiarized with the deeper analysis of the accounting situation in a corporation, and the control of the financial statements. Practical situations will be critically analyzed with case studies, and other paradigms from the real world, so that the students will be more familiarized on how to implement the theory to practical situations.
This module will encourage students to develop an understanding of the main theoretical and conceptual frameworks and models that underpin analysis of all main operations of management. These frameworks will be developed and applied in appreciating the complexities involved in developing and applying policies and techniques to the resources of the organization. The module introduces students to the concepts of management by exploring the roles and functions of managers, and the ways they will be able to manage effectively in business environment. It also provides a framework to them in order to understand the importance of effective communication within an organization.
Introduction to Marketing
The aim of marketing module is to introduce students to the basic principles of marketing. Furthermore, is to develop a basic understanding of marketing within a firm. Key contents include Philosophy of Marketing, micro and macro environment, consumer behaviour, marketing research, segmentation and positioning. Emphasis will be given in theoretical analysis in order to develop basic marketing thinking. The objectives of the modules are to explain the importance of a target market and implementation of a marketing mix, to understand the consumer behaviour process and explore the different factors that influence it and articulate the segmentation and positioning techniques for the development of a marketing plan.
This is an essential module for Business Administration. It will concentrate on operations management which can be applied in general terms to almost all business activities from manufacturing, retailing, service and the public sector. Issues such as the business operations design, capacity management and control, customer service, inventory and distribution management, JIT and MRP philosophies, location and layout, new product and service development; production, operations procurement, quality management, queuing, supply chain management, and globalization which have become areas of concern in all organizations, will be discussed. The Operations Management module aims to introduce a big-picture overview of these essential functions within a company. The module objectives are to enable students understand the key concepts and the scope of operations management and to help them assess different framework of operations management.
Statistics is the scientific field that involves methods of collection, presentation and analysis of quantitative data in order to make better decisions under uncertainty. This module focuses on presenting various statistical techniques and their applications that assist in making business decisions. The theoretical framework of the module aims at encouraging students to identify and apply appropriate statistical techniques and methodologies for a variety of research questions, present and interpret statistical findings. This module will cover the basic tools used to describe data for the purposes of transforming data into information. In addition, the module will present basic probability concepts, rules and distributions in order to answer problems which involve business applications. An introduction to the fundamentals of statistical inference will be provided in order to show how it is possible to examine a sample of data to reach conclusions about population.
The module introduces students to the role and purpose of the management accounting within a business. This module cover issues arising from the application of modern management accounting techniques, such as: the application of Balance Scorecard, preparation quality cost report; managing environmental cost; Just in time; international aspects of management accounting, information for short and long term decision making, impact of risk and uncertainty within decision making, cost planning and analysis within competitive situations, modern competitive environment and international aspects of management accounting.
The module will introduce basic corporate and personal finance concepts, including the time value of money, financial markets, shares and bonds, financial risk and return, and the elements of investment. Student will become familiar with the key topics in financial theory and application as a basis for further studies in finance. The module also will introduce students to fundamental concepts underlying financial management, including how a business is financially structured and how to plan financially for business profitability.
The main aspect of Business & International Environment module is to provide students with an understanding of the increasingly complex global business environment, the challenges and dilemmas this presents for managers and organisations, and the variety of organisational forms and corporate strategies employed in contemporary international business. The module covers the major trade flows in the world, the politico-economic rationale for international trade, the specific market environments in which companies will operate, the role and importance of multinational enterprises in international business and the various tariff and non-tariff barriers to international trade. Furthermore, there will be an inquisitive analysis of the economic history of the twentieth century and the ever-increasing role of international organisations and their importance in managing the issue of global economic development and the impact on local economies. Finally, an extensive economic outlook on the specific of the Greek economy will be provided for students to comprehend the dynamics and flaws of the local business environment inside the space of international economic activities.
The aim of the module Marketing Practice is to introduce key terms and theoretical concepts, for all four components, product/service, price, place and promotion of the marketing mix and help students develop an understanding of the role of marketing within an organization. During the delivery of this module students will become familiar with various topics, including product portfolio, product development, branding, pricing techniques, integrated marketing communications and distribution channels. The module’s objectives are to present all elements of the marketing mix and underline its importance for the company’s viability and profitability. A second objective is to build a thorough understanding of the importance of marketing as a cross functional activity in the organizational context
Human Resources Management
This module aims to enable students to acquire knowledge and understanding of the core areas of human resource management (HRM) and to apply these in a range of organisational settings. It provides students with an understanding of the issues involved in the staffing of organisations, including the recruitment and selection of staff, their training and development, the ongoing challenges in motivating different kinds of employees, both in terms of rewards and pay as well as through the ways individuals and groups can be supported in their work. Main objectives are, the understanding of different key HR issues, the critical evaluation of their effectiveness and understanding of the necessity of integration of HR practices with the company’s strategy.
The module aims to introduce to the students the main theoretical concepts of consumer behaviour and discuss the importance of exploring them in order to form a marketing strategy. It mainly focuses on why and how consumers make specific decisions and behave in certain ways - what motivates them - what captures their attention; what retains their loyalty and how in fact they decide to buy or not, and where and when to buy certain products and services and finally how this knowledge can be used in the marketing strategy. Students will be introduced to the theoretical frameworks, concepts and principles associated with the consumer buying process. Main objectives are to build a comprehensive framework in order students to be able to make practical decisions and help them understand how theories can be applied for delivering value proposals.
Intergrated Marketing Communications
This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and a practical perspective, 1)exploring how different forms of communications work together, 2) acknowledging the development of the new mediums by which organisations may communicate with stakeholders and influencer groups and 3) examining how such communications affect business and society.
Marketing and Digital Media Research
This module will enable the students to develop their abilities in analysing the digital media research. Based on this analysis they will be able to form critical decisions, which will help the company to develop a better marketing plan within a business plan. This module will enhance the ability of the company to create a competitive marketing plan, to be able to gain sustainability (considering also the ESG criteria) in a digital environment.
The elements of sales management module are to introduce students in the nature and scope of the effective sales management principles and methods, as well in the basic techniques of professional selling. Key contents include planning and controlling the work of the salesman, sales force selection, training, and evaluation techniques and the salesmanship context and practice. Students will be presented with sales force management cases, where weak and strong points must be identified by students. They then will have a chance to propose alternative solutions to ameliorate the situation. The reasons for the propositions need to be presented and explained. Critical discussion will follow with reasons for the criticism and alternative proposals debated.
Digital Business & Distribution
Digital Business is considered as a module that focuses on the rational for the use of digital technology in business and the accrued benefits, looking like dissemination and intermediation. It is the application of the internet and related digital technologies in conjunction with traditional distribution activities to achieve the company’s objectives. Modern day business must be agile and adapt to utilising key media types to engage with their customers. This involves understanding how to communicate through digital platforms, planning digital activities and analysing success of these techniques.
It has been suggested that the marketing department and its associated distribution activities are essential to the success of the company, as this department is viewed as the ‘bridge’ or ‘connecting factor’ between the business and its customers.
Customer Relationship Marketing
Decision Support Systems are integrating into the business environment at unprecedented rates. CRM systems are a tributary to the overall large-scale ERP systems that inform business decisions, marketing planning and the formulation of business strategy. In this specific module a series of interesting topics are going to be discussed. In particular, the definition and justification of promotional strategies, the importance of promotion in specific markets, the long-lasting results of promotional strategies, the effects of techniques used in direct marketing, and customer loyalty programs, etc. Also, reference will be made in the history of modern business computing, the different aspects of digital business intelligence and the framework of modern Decision Support Systems in the context of the information age. Emphasis will be given in planning, implementing and evaluating integrated CRM actions.
Advertising & Social Media
This practical module will enable students to formulate an integrated digital marketing communications campaign. Students will learn how to leverage a company’s presence on social media platforms to generate more connections and build relationships with customers. Practical labs provide students with hands-on experience creating content on social media platforms like Facebook, Twitter, and LinkedIn. Students will also learn the mechanics of planning pay-per-click, email and display advertising campaigns. Where appropriate ‘live case studies’ will be used.
Retailing and E-commerce
Views abound on the impact of the Internet and e-commerce on traditional forms of retailing. The focus is on the process as it supports B2C activity and how retail processes and procedures could be affected by e-commerce.
Three topics are presented. First, the largest retailers are now pursuing Internet-enabled advantages and cost reductions in operations, which could translate to an enhanced competitive position in process, structure, and relationship terms. Secondly, consumer reactions to the new real and virtual offers will be fundamental to their success and failure, but yet consumer reactions are not fully understood. Thirdly, existing retail floorspace will need enhancement in quality and presentation if it is to continue to provide retail functions.
Digital Transformation in Marketing
The “Digital Transformation in Marketing” module introduces students to the principles of digital transformation and project management and explains how globalization and digital technologies have accelerated disruption almost in every industry (traditional or not). All digital transformations introduce changes into organizations.
The context of digital transformation in marketing within an organisation transformation strategy is explored in order to close the gap between the “as-is present state” and the “to-be future state”. Also this module covers setting up the right teams needed to support digital-read strategies and the execution of digital strategies in marketing. Core factual material is provided through case studies and interactive lecture sessions.
Business to Business Marketing
The essence of business to business marketing module is to introduce students in theories and concepts of strategy and management in business to business marketing. Furthermore, it is to develop a critical and analytical thinking of marketing within a firm. Key concepts include the important differences of Business to Business markets from consumer markets, the cyclicality of the purchasing behaviour of various Business to Business industries, the role of communication in the B2B marketing, the place, distributors and sales force in the industrial market, distribution channels, the role of the Decision Making Unit (DMU) in the purchasing process, the role of the purchasing department, strategies for obtaining B2B clients, B2B marketing research and B2B marketing planning.
The course will focus on the principles of services marketing and it will examine the issues that arise from the differences between the marketing of tangible products vs services. It will also address the importance of the interaction between customers and service providers. The attraction, retention and strong customer relationship building through quality service will be discussed, as will the link between service quality and customer satisfaction. Concepts will be illustrated using cases, examples and exercises in service industries such as transportation, banking, tourism etc. The subject matter for the module will include exercises on the Services Blueprinting process, exploration of the concept of Services capes, study of importance of selecting the right people for service jobs and how to empower them in the role, etc.
The essence of Strategic Management concerns decisions about business models, business competitive position within the operating industry, and their competitive advantage. To come up with decisions upon these issues, it is necessary to analyze a number of factors that influence business at all levels. All these areas will be cover via a number of case studies. Key contents are theoretical frameworks, concepts and principles associated with these types of decisions well as the research evidence that tests the theories.
Entrepreneurship & Innovation
Entrepreneurship is defined using the management approach as a characteristic pattern of management behaviour which has innovation outcomes. Entrepreneurship is a pattern of behaviour capable of application to all types of organisation – public sector, not-for-profit and commercial organisations. Every organisation requires innovation expressed as a need to introduce and “make new things happen” for one reason or another. Given these facts, the essence of this module is to cover issues such as Creativity and Innovation, Entrepreneurial Management and value creation concepts and theories.
International Marketing is the process of planning, developing, and managing the company resources on an international scale, to meet an organisation’s international marketing objectives. It is a key discipline because for many firms, a significant growth opportunity will be through international business. This module examines the marketing skills needed to exploit business opportunities beyond existing country and operating boundaries, as well as reviewing key academic theories that underpin the management process. It is delivered through a combination of lectures, case study and tutorials.
Project I & II
During the final year of the Degree the students will be required to complete and submit a project on business applications in the form of an individual extended assignment. This final project is based on a literature review, a framework for the analysis is chosen and a primary research follows. The analysis of research data marks the end of the field work. The final report is based in the analysis and implementation of a focused real business issue. Proposals and conclusions reveal the end of the project.Given the complexity and scope of the above task, this module is designed to span the whole of year 4 (i.e. semesters 1 and 2 of this year) and is considered to represent a double module.
The profession you have chosen...
Marketing is a process that is burdened with the responsibility of forecasting,directing and satisfying - in a profitable way - the needs of the customer. A marketer has a versatile role, from the design of a product to detecting customer satisfaction. The person familiar with the principles and techniques of marketing holds an extremely important position in the management group, making that person number two in the chain of command. The marketer's input is of fundamental importance to the successof a business. More specifically, due to the digital evolution, there is an increasing need, in a constantly changing business environment, for more deepen and specialized knowledge of Digital Marketing Practices, for obtaining skills necessary for the application of Information Technology (IT) Techniques in real time.
How to succeed...
Day by day, the person responsible for the Marketing is becoming an essential part of any business, even more than a machinist. The latter can work independently, but the produced goods cannot sell themselves. It is by no means a coincidence that marketing is the foundation on which to base the finances of any society, starting at identifying and cincluding in satisfying needs.
The graduates of this program are able to respond to the requirements of the following, among others:
- Executive in Marketing
- Business Consultant on marketing
- Researcher on communication, market research and marketing
- Senior executive on marketing
- Communication and marketing directors, such as sales manager, marketing manager, commercial services manager, brand manager, product manager etc.
Undergraduate entry requirements
Students, interested in attending four-year programs must be graduates of a technical or a general Greek Lykeion (High School).All core reading that is required in order to engage with the learning outcomes of the programme are in Greek. In order to enhance your learning opportunities we will also recommend additional reading in English. This reading is not essential to engage with the learning outcomes of the programmes, but will enhance your experience.
Each academic year, registration commences 1st June and ends 30rd October.
The following need to be submitted in order to register for Bachelor courses:
- Two copies of the High School Diploma (certified by the principal or a lawyer)
- 4 colour passport size photos (3x4,5)
- A copy of your identification card.
- A completed application form for a specific course of study (supplied by the secretariat.
To the students are given the possibility of suspended from military duties until they reach their 25th years of age.There is a special process for the enrollment in each of the Faculties in the College. You can visit the ICBS facilities in Thessaloniki and Athens so as to be informed in person.
By registering at ICBS, students simultaneously enrolled in the University of Winchester, which grants the student card.