Bachelor in Marketing Management (BBA) - UNIC Athens

Learning Outcome 1: Students will be able to demonstrate a deep knowledge and holistic understanding of (a) marketing management principles and how these operate in close cooperation with all other operations of the organization, and (b) how areas of corporate social responsibility, digital marketing, marketing communications, relationship and internal marketing, and consumer behavior are strategically integrated within an organizaticon operating locally and internationally.

• LO 1.1: Critically evaluate marketing concepts and principles and their application in various decision-making processes of an organization to create customer value, build long-lasting relationships with key stakeholders, and achieve differentiation.
• LO 1.2: Analyze the macro and micro environmental forces and the various marketing opportunities, challenges and threats that may affect marketing decisions within and outside an organization, and the adapt to trends both locally and internationally that are changing the marketing landscape.
• LO 1.3: Support marketing’s role in customer-driven strategic planning and indicate the importance of measuring and managing marketing return on investment.

Learning Outcome 2: Students will be expected to develop strong research skills needed to gain insights into the marketplace and customers, use these insights for understanding consumer and customer behaviours and diverse markets, as well as design marketing plans, products, services, and brands to address these varied needs of markets.

• LO 2.1: Design effective marketing information systems to gather insights which will assist organizations in understanding, analyzing, and possibly adjusting marketing decision making to initiate likely needed organizational change to address and satisfy stakeholder needs.
• LO 2.2: Express ideas through the creation of digital content for effective marketing by implementing and assessing strategies for social media, design and evaluate the effectiveness of interactive web sites and analyze digital marketing strategies to increase web traffic flows, enhance visibility, increase consumer satisfaction and response rates.
• LO 2.3: Analyze market data to identify trends and opportunities for digital marketing strategies and be able to evaluate the effectiveness of various digital marketing tools and techniques in achieving business objectives.
• LO 2.4: Distinguish between the differ major types of buying decision behavior, appreciate the complexity of consumer behavior and the centrality of the consumer in the marketing process, and identify the stages in the buyer decision process for effective customer classification and impactful marketing decisions.
• LO 2.5: Differentiate between customer and business markets and apply varied marketing plans and actions to offer superior customer value.

Learning Outcome 3: Students will be expected to formulate relevant marketing management plans, targeted to various markets, for effective actions pertaining to product and branding, pricing, marketing channels and marketing communication decisions for maximum competitive advantage.

• LO 3.1: Create product and service adaptations but also engage in innovations for an organization to address the changing environment and evolving customer needs, parallel to maintaining strong branding and customer loyalty.
• LO 3.2: Devise successful pricing strategies to reflect quality standards, adapting to challenging financial markets while remaining profitable for stakeholders and retaining competitiveness.
• LO 3.3: Evaluate the pivotal role of selection and management of marketing channels, as well as operating effective logistics and supply chain management.
• LO 3.4: Develop carefully coordinated marketing communications aligning with the marketing and corporate goals of an organization and adapting promotion strategies to include new forms of media.

• Banking and financial services (banks, fintech, forex companies, insurance services)
• Tourism and hospitality (hotels, holiday resorts, airlines, cruise operators)
• Shipping and transportation (shipping companies, logistics, courier services)
• Telecommunications and technology
• Fast-moving consumer goods (FMCG) industries and food and beverages companies
• Retail and e-commerce (supermarket chains, department stores)
• Pharmaceutical companies
• Energy and environment (electricity companies, natural gas, renewable energy sources)
• Automotive industry and transportation sector
• Construction and real estate (property development companies, engineering and construction firms)
• Fashion, cosmetics, and luxury goods
• Mass media (advertising, digital marketing, public relations, event management)
• Entertainment, culture, and sports
• Non-profit organizations and international organizations
• Education and lifelong learning