Marketing Management (MKT600)
Anna Zarkada BSc (AUEB), MSc (UMIST), PhD (QUT)
Assistant Professor
Department of Business Administration
Athens University of Economics and Business
Tel: 210 8203445, Office Address: Derigni 12& Patision 5th floor
(Office hour by appointment)
email: azarkada@aueb.gr, skype: azarkada
Description
The marketing management process is important at all levels of the organization,
regardless of the title applied to the activity. Typically, it is called corporate marketing,
strategic marketing, or marketing management. For our purposes they all involve
essentially the same process, even though the actors and activities may differ.
The characteristics and management of markets are described in topics that include
the marketing environment, components of the marketing mix, market segmentation,
and planning. The course focuses on formulating and implementing marketing
management strategies and policies, a task undertaken in most companies at the
strategic business unit level. It provides a systematic framework for understanding
marketing management and strategy. The course recognizes the dynamic nature of
marketing and will therefore examine the latest trends and theoretical developments
and their impact on the marketing process.
Accordingly, the course emphasizes the following:
 Primary and changing perspectives on marketing management in the New
Economy.
 The impact of interactive media on marketing management.
 Applied marketing management and strategy, domestic and global.
 An international focus in developing marketing management and strategy.
Learning Objectives
The course is designed around four key competence dimensions. In each one of
them, on successful completion of the course, the students are expected to:
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Knowledge and Understanding
Demonstrate a systematic and critical understanding of the concepts, paradigms
and processes of marketing
Take a critical approach to examine the strategic marketing theories, models and
concepts
Understand the organisation-wide nature of marketing
Understand the strategic marketing planning process and the techniques of
effective marketing management in the context of globalisation and information
technology.
Be aware of the latest trends and theoretical developments in marketing
Cognitive and Intellectual skills
Think critically about marketing issues
Gather, analyse and utilize research and marketing information
Practical/Professional Skills
Research, interpret and evaluate current marketing theories and apply in an
organisational setting
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Be aware of the importance of marketing in creating customer and shareholder
value
Be aware of how exogenous factors influence marketing strategy
Key Transferable Skills
Operate effectively when critically evaluating knowledge and applying it to
marketing issues
Demonstrate the ability to influence key decision-makers
Apply marketing theory in an organisational setting
Required Textbook
Marketing Management, 1st/2nd European edition, by Kotler, Keller, Brady, Goodman
and Hansen Pearson/Prentice-Hall 2009/2012
Indicative Content and Timetable
The perspective of the course is that of student-centred self-directed learning with the
role of the instructor being that of a facilitator and advisor. Thus, the content and the
relative importance of each one of its components is flexible and will, ultimately,
reflect student interests, existing capabilities and personal and career development
objectives.
Textbook
Session
Discussion Topic
reference
Part 1
Understanding Marketing
Monday
13/05/2013
Ch1
Management
Part 2
Wednesday
15/05/2013
Capturing market insights
Ch6,7
Part 3
Monday
20/05//2013
Connecting with customers
Ch10,11
Part 4
Wednesday
22/05/2013
Building strong brands
Ch12
QUIZ
Shaping the market offerings
Monday
27/05/2013
Part 5
(Product and Pricing policy)
Ch15
Part 5, 6
Delivering value
Wednesday
29/05/2013
Ch16, 18
(Place policy and Service)
Part 7
Communicating value (Promotion
Monday
03/06/2013
Ch19,20
policy)
Wednesday
05/06/2013
Marketing Ethics
Friday
07/06/2013
Case study
analysis
Review of Key Issues
Friday
14/06/2013
FINAL EXAM
Evaluation of achievement of
personal learning outcomes
Assessment
Assessment
item
QUIZ
FINAL EXAM
Format
multiple choice
and/or short answer format
open book,
case study and/or essay format
Total
Duration
Contribution to
final grade
45’
25%
3 hours
75%
100%