{"id":9178,"date":"2025-09-24T23:17:09","date_gmt":"2025-09-24T20:17:09","guid":{"rendered":"https:\/\/www.econ.uoa.gr\/?post_type=course&#038;p=9178"},"modified":"2026-04-22T12:50:13","modified_gmt":"2026-04-22T09:50:13","slug":"mgt461-introduction-to-marketing-semester-7","status":"publish","type":"course","link":"https:\/\/www.econ.uoa.gr\/en\/course\/mgt461-introduction-to-marketing-semester-7\/","title":{"rendered":"MGT461 - Introduction to Marketing (semester 7)"},"content":{"rendered":"<p><strong>Course description<\/strong><\/p>\n<p><strong>\u039c\u03ac\u03b8\u03b7\u03bc\u03b1: \u0395\u0399\u03a3\u0391\u0393\u03a9\u0393\u0397 \u03a3\u03a4\u039f \u039c\u0391\u03a1\u039a\u0395\u03a4\u0399\u039d\u0393\u039a<\/strong><\/p>\n<p><strong>Code:\u00a0<\/strong><strong>MGT<\/strong><strong>461<\/strong><\/p>\n<p><strong>Semester:\u00a0<\/strong><strong>A \u03ba\u03b1\u03b9 \u0392<\/strong><\/p>\n<p><strong>\u0394\u03b9\u03b4\u03ac\u03c3\u03ba\u03bf\u03c5\u03c3\u03b1: \u039c\u03b1\u03c1\u03af\u03b1 (\u039c\u03b1\u03c1\u03af\u03b6\u03b1) \u0391\u03c4\u03c4\u03af\u03b1\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>(\u03a3\u03c4\u03bf \u0392&#8217; \u0395\u03be\u03ac\u03bc\u03b7\u03bd\u03bf)<\/em><\/strong><\/p>\n<p><strong><em>The teaching of the lesson &quot;<\/em>INTRODUCTION TO MARKETING\u201d MGT461\u00a0<em>conducted in English \u00a0\u00a0<\/em><\/strong><\/p>\n<p>The aim of the course is to familiarize students with the philosophy, role and application of Marketing in business in the modern environment. The lectures last one semester and focus on Consumer Marketing.<\/p>\n<p><strong>Content:\u00a0<\/strong><\/p>\n<p>Basic Marketing concepts, the gradual development and application of Marketing in businesses, Marketing in today&#039;s society, the Marketing environment, Marketing research, the market and market segmentation, product positioning, consumer behavior, the product and the product life cycle, pricing, distribution, promotion and integrated communication.<\/p>\n<p>\u03a3\u03c5\u03b3\u03b3\u03c1\u03ac\u03bc\u03bc\u03b1\u03c4\u03b1 :<\/p>\n<p>1. &#8220;\u0391\u03c1\u03c7\u03ad\u03c2 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;, J. Fahy, D. Jobber, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u039a\u03c1\u03b9\u03c4\u03b9\u03ba\u03ae, 2014, \u0391\u03b8\u03ae\u03bd\u03b1<\/p>\n<p>2. &#8220;\u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;, \u03a0\u03b1\u03bd\u03c4\u03bf\u03c5\u03b2\u03ac\u03ba\u03b7\u03c2, \u0391., \u03a3\u03b9\u03ce\u03bc\u03ba\u03bf\u03c2 \u0393., \u03a7\u03c1\u03ae\u03c3\u03c4\u03bf\u03c5 \u0395.,\u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u039b\u03b9\u03b2\u03ac\u03bd\u03b7, 2015<\/p>\n<p>3. &#8220;\u0395\u03b9\u03c3\u03b1\u03b3\u03c9\u03b3\u03ae \u03c3\u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;,\u00a0 \u03a0. \u039c\u03ac\u03bb\u03bb\u03b9\u03b1\u03c1\u03b7\u03c2,\u00a0 \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u03a3\u03c4\u03b1\u03bc\u03bf\u03cd\u03bb\u03b7 \u0391.\u0395.\u00a0 2002\u00a0 \u0391\u03b8\u03ae\u03bd\u03b1<\/p>\n<p>4. &#8220;\u0395\u03b9\u03c3\u03b1\u03b3\u03c9\u03b3\u03ae \u03c3\u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;, ArmstrongG., KotlerP., 9\u03b7 \u03ad\u03ba\u03b4\u03bf\u03c3\u03b7 \u03c3\u03b5 \u03bc\u03b5\u03c4\u03ac\u03c6\u03c1\u03b1\u03c3\u03b7, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u0395\u03c0\u03af\u03ba\u03b5\u03bd\u03c4\u03c1\u03bf, 2009<\/p>\n<p>4. Essentials of Marketing 13\u03b7 \u03ad\u03ba\u03b4\u03bf\u03c3\u03b7 , Perreault W., Cannon J., Mc Carthy J., \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2\u00a0\u00a0\u00a0 \u0395\u03c0\u03af\u03ba\u03b5\u03bd\u03c4\u03c1\u03bf,\u00a0 \u0398\u03b5\u03c3\u03c3\u03b1\u03bb\u03bf\u03bd\u03af\u03ba\u03b7 2012<\/p>\n<p>5. &#8220;Marketing: An Introduction&#8221; Armstrong G.,Kotler P., International Edition, Pearson-Prentice Hall, 2005<\/p>","protected":false},"parent":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":""},"course-type":[67],"semester":[112],"class_list":{"0":"post-9178","1":"course","2":"type-course","3":"status-publish","5":"course-type-eleftheris-epilogis","6":"semester-112"},"acf":[],"_links":{"self":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course\/9178","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course"}],"about":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/types\/course"}],"wp:attachment":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/media?parent=9178"}],"wp:term":[{"taxonomy":"course-type","embeddable":true,"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course-type?post=9178"},{"taxonomy":"semester","embeddable":true,"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/semester?post=9178"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}