Building Marketing Value Proposition

The American College of Greece

Course Description

  • Course Name

    Building Marketing Value Proposition

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    MK 2030 Fundamentals of Marketing 

  • 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

    Formulation and implementation of marketing strategy through commonly used marketing management tools.

    The course assumes that students are already familiar with the fundamentals of marketing. Building on basic marketing concepts, the aim of this course is to reinforce and expand on the role of marketing within an organization and on the overall Marketing Planning process. Choosing customers, defining and creating value, delivering value to customers, and sustaining value against competitors are some of concepts that will be further expanded in this course.

    1. Demonstrate the tasks a marketing manager needs to perform within the marketing department and the organization.
    2. Identify segmentation, targeting, and positioning strategies, for the deployment of the marketing mix variables.
    3. Identify the role of the marketing mix variables to the marketing strategy.

    In congruence with the teaching and learning strategy of the college, the following tools are used:
    - Class lectures, extensive use of examples from the local and international business environment to highlight application of key marketing management concepts.
    - Analysis and discussion of short cases and problems in class that focus on marketing management issues as well as product management issues related to the content of each chapter.
    - 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, or case studies.
    - Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.


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