Special Topics in Marketing course focuses on the role of marketing as creating value for customers. Emphasis is placed on creating and capturing value, identifying customer needs and understanding purchasing processes, forming target segments, positioning the product, and managing brand equity. A Also, selected topics emphasizing the integration of marketing literature with current business practices  through seminar discussions and individual field investigations

Correlation of the course with the Department’s subject

The Department of Economics aims to study and promote economic science. It offers all those theoretical and quantitative tools that allow the understanding of the economic environment. E-commerce is nowadays an integral part of this environment.  By this course the students / female students will gain a solid understanding of the theoretical and conceptual principles of marketing and  understand how to develop and manage a strategic marketing initiative.

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Search for, analysis and synthesis of data and information, with the use of the necessary technology

Adapting to new situations

Decision-making

Working independently

Team work

Working in an international environment

Working in an interdisciplinary environment

Production of new research ideas

Showing social, professional and ethical responsibility and sensitivity to gender issues

Criticism and self-criticism

Production of free, creative and inductive thinking

Marketing, process definition

Customer needs, wants and demands

Market offerings – goods, services, experiences

Customer value and satisfaction

Exchanges and relationships

Markets

Marketing management orientations

Customer relationship management, definition

Creating customer loyalty and retention

Growing market and revenue share

Building customer equity

Marketing mix, a brief introduction, 4Ps, 7Ps

Marketing research process

Positioning strategy

Market Targeting

Segmentation

The promotion / communication mix