The module aims to introduce students to the main principles and concepts of marketing, as well as their application in the modern corporate environment, by connecting theory and practice. Principles and concepts that will be introduced and discussed during the module include, inter alia, the marketing mix (product, price, place, promotion), segmentation, targeting and positioning, as well as the internal and external marketing environments. Finally, the module will present multiple tourism and hospitality case studies, in order to explain how the principles have been applied so far in the field.

• To help students obtain the theoretical background of marketing and understand its main concepts and theories.
• To help students understand the importance of marketing in the modern corporate environment.
• To help students familiarize themselves with the application of main marketing concepts and theories in real life case studies.
• To help students understand the importance of marketing in the modern corporate environment of hospitality and tourism.

Week 1: Introduction to the basic concepts of marketing

Week 2: Marketing strategy and understanding competitors

Week 3: The Marketing Environment

Week 4: Consumer Behavior

Week 5: Market segmentation

Week 6: Targeting and Positioning

Week 7: Guest Speaker Presentation

Week 8: Marketing Research

Week 9: Product and Pricing Policy

Week 10: Distribution policy

Week 11: Promotion policy

Week 12: Marketing Communication

Week 13: Lesson summary

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Teaching methods include lectures and interactive activities, inside and outside the classroom.

The course includes the use of video and multimedia.

The course is evaluated through a group oral presentation and a written exam.