1. The nature of marketing
2. Global marketing environment
3. Understanding customer behavior
4. Marketing research same customer understanding
5. Market segmentation and placement segmentation
6. Integrated marketing communications and mass
communication techniques
7. Direct communication techniques and digital marketing
8. Providing value to the customer
9. Marketing and strategy design
10. Basic concepts and terminology
11. Marketing Environment, Mixture of Marketing - Newer
Approaches (from 4Ps to 4Cs)
12. 4Ps products (Product concept-Targeting and product
placement, Product and service pricing, Location, Promotion)
13. 7Ps of Services (People, Procedures, Business
Environment), Marketing Tools
The aim of the course is:
To introduce the students to the concepts of Marketing and to lay the foundations for their proper understanding and delimitation of the framework in which Marketing and the Marketing Professional is moving for Agricultural Products.
Upon successful completion of the course, the student will be able to: Understand the basic concepts of marketing science in the context of economic and social sciences; b) the socio-economic environment in which the marketing topic is acting within the framework of enterprises and organizations; and c) the rationale of marketing, the fields of implementation and the new forms of application of modern technology in Marketing.Use the basic concepts of Marketing Science to interpret economic phenomena and market conditionsUnderstand how businesses react to changes in consumer purchasing behaviorUnderstand the operation of the Marketing Mix,Apply the Market segmentation processAnalyze the business environment of the enterprise: Out-of-company and internal business environment focusing mainly on SWOT Analysis. The sum of all the learning objects will be applied to agricultural products and foods.
Suggested Bibliography in Greek Language:
● Fahy John, Jobber David, (2014) Αρχές μάρκετινγκ, 1η
έκδοση, Εκδόσεις Κριτική.
● Aurier Philippe , Sirieix Lucier, (2010), Μάρκετινγκ
αγροτικών προϊόντων και τροφίμων, Εκδόσεις Προπομπός
● Καμενίδης, Χ. (2010). Μάρκετινγκ Αγροτικών Προϊόντων,
Εκδόσεις Κυριακίδη.
● Armstrong, G., and Kotler, P., (2009), Εισαγωγή στο
Μάρκετινγκ, 1η έκδοση, Εκδόσεις Επίκεντρο
● Τομάρας, Π., (2009), Εισαγωγή στο Μάρκετινγκ, 4η Έκδοση,
έκδοση του ιδίου, Αθήνα
Suggested Bibliography in English Language:
● Vignali, C., Vranesevic, T. and Vrontis, D. (2008),
Strategic Marketing and Retail Thought, 1st edition, Zagreb: Accent
● Purcell, Wayne D., and Purcell. Agricultural marketing:
systems, coordination, cash and futures prices. Reston, Virginia: Reston
Publishing Company, 1979.
● Wierenga, Berend, et al., eds. Agricultural marketing
and consumer behavior in a changing world. Springer Science &
Business Media, 2012.
Related academic Journals:
• International Journal of Research in Marketing
• International Journal of Production Economics
• International Journal of Community Science and
Technology
Instructor's Notes
DDr. Damianos Sakas is a Professor at the Agricultural University of Athens. In the […]
