Fundamentals of Marketing

The American College of Greece

Course Description

  • Course Name

    Fundamentals of Marketing

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This course provides an understanding of basic marketing concepts, as they are used in different profit and not-for-profit organizations. Marketing mix, segmentation, targeting, positioning, principles of consumer behavior, marketing research.

    Marketing is a key business function. It plays a pivotal role in all company types, contributing both tangible (profitability), and intangible (image) benefits. The module equips students with the necessary tools marketers use for their marketing strategies.

    Upon successful completion of the module, the student should be able to:
    1. Identify the role and contribution of marketing to individual firms and to the economy
    2. Distinguish between business-to-consumer marketing and business-to-business marketing
    3. Demonstrate understanding of marketing concepts using appropriate terminology

    In congruence with the teaching and learning strategy of the college, the following tools are used:
    - Class lectures
    - Short assignments on various marketing issues in small groups in class.
    - Analysis & Discussion of short cases in class.
    - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
    - Use of a Blackboard learning platform, where instructors post lecture notes, assignment instruction, timely announcements, as well as additional resources. 


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