This module focuses on integrated marketing communications. It provides the delegates with command of the terminology, concepts, theory, recent developments and innovations and management implications of the communication element of the marketing mix with particular focus on the elements of Advertising and Sales Promotion. Examples and cases will be drawn from the international Advertising industry.

Emerging technologies, mobile devices and social media have changed the way that people use and share information in the online context. While all these technologies are booming, traditional marketing techniques are shifting to the digital environment. Organizations and brands are trying to understand this online journey and track the customer’s purchase behaviour. This digital disruption formed a new value creation which has become the basis for competitive strategy. Understandably, we have entered the era of digital, where suppliers, distributors, providers and customers are using the web as the main platform for communication and transactions. This module is designed to help students understand and shape innovation in the digital landscape and marketing brought by the internet-based tools, mobile and multimedia technologies.

The module objectives unfold in the spring semester. The purpose of this module is to provide students with the opportunity to independently undertake a research project on a particular topic of their choice. Students will determine an appropriate research question; review the literature on the subject of examination; develop, design and present a research proposal addressing the subject of examination; recruit participants; collect and analyze data.

More than ever before, new products and services have become a necessity for every company. Developing and launching products and services successfully, can result in growth and provide – in many cases – an advantage leading the company ahead of its competition.  Given that a significant number of new products will fail, deep knowledge and understanding of processes becomes an important competence for all professionals in the field. 

The module studies the theory and the practice of developing and launching new products and services. Fundamental concepts will be analyzed and real-life cases will be discussed thoroughly in an attempt to link research findings and theories with application.  Students will be exposed in the strategic approaches of developing products: opportunity identification, concept generation, evaluation, development and launching. 

The primary aim is to develop the decision-making skills of participants, drive them into elaboration and critical thinking and finally learning by doing. Students will not be asked to mechanically memorize theories; instead, you will be asked to make decisions; to apply; to doubt; and at the end to synthesize.

Special events constitute a major part of the tourism industry today. They range from small scale events such as local festivals and cultural events to major international sport events and international conventions. The organisation of special events today requires a professional approach with the application of management and marketing principles and this is even moreso during the current pandemic period. The unique characteristics of event management and marketing will be discussed and analyzed in this module. Theory and practice will be brought together to provide the students with a strategic and practical understanding of festivals and events management.

Public relations (PR) is a demanding technical task combining skills of communication, research, analysis, strategical thinking, crisis management, instant responding and business ethics.  A PR professional is employed to represent the culture of an enterprise or authority diffusing the right information, in the right time with the right way.  The compatibility of an enterprise’s or authority’s culture with the PR Professional behavior is a prerequisite for success.  The module clearly defines the role and the expected results of PR emerging the technical aspect of it and the combination of a number of theories (transaction cost theory, conflict & negotiation theory, crisis management theory, etc.) derived from various sciences (economics, management, marketing, psychology, etc.) that need to be applied for an efficient result.  The significance of PR is illustrated at enterprise, local, national and international level

This module aims to familiarise students with a variety of research methods and approaches. Along these lines the module provides essential information on academic presentation, research and writing skills, examines a wide range of research methodologies, both qualitative and quantitative, with reference to their philosophical base and practical application in marketing & management. Moreover, it familiarises students with the development and the composition of a research proposal, the identification of the proper research methodology with regards to research idea, and advances students’ research and analytical skills.

This module addresses issues that relate to the importance of brands, what they represent to consumers and alternative strategies that can be implemented by companies to manage them properly. Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. The concept of brand equity can provide students a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. Strategic brand management involves the design and implementation of marketing programs and activities to build measure and manage brand equity. The three major questions addressed in this module are: How can brand equity be created? How can brand equity be measured? How can brand equity be used to expand business opportunities?

This module introduces students to the theoretical and practical aspects of strategic marketing and the importance of strategic decisions. Strategic marketing is confronted with unprecedented challenges, driven by demanding customers with complex value requirements, aggressive global competition, turbulent markets, rapid emergence of disruptive technologies and global expansion initiatives. The themes of planning, implementing and controlling marketing activities are discussed thoroughly as well as the structure of the marketing plan and the strategies involved