SHEB302 Introduction to Marketing


Marketing is the business activity that identifies developing and changing marketing needs, designates market segments. The company can appeal to effectively, develops products and services that satisfy needs of target customers, prices, promotes and uses the most appropriate channels to make these products and services available.

Marketing activities apparently have not changed. The environment though where marketing is practised has changed considerably in the past two decades. Fierce competition, very short product life cycles, global markets, internet and its applications create a very challenging environment for today’s enterprises where marketing has become indispensable. This unit provides a good understanding of all the main concepts of marketing in the contemporary environment.

This unit aims to:

Provide students with knowledge of the basic marketing theories and concepts.

Demonstrate contemporary issues in marketing

Develop skills in identifying, analysing and solving marketing problems

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Business Studies (Joint programme with The University of Sheffield)


Aggeliki Papakonstantinou
Assoc. Prof. Nadejda Dimova, PhD
Asst. prof. Dimitar Trendafilov, PhD

Course Description:


Students who complete this course:

1) will know:

- Show basic understanding of Marketing

- Demonstrate how s/he deals with basic Marketing situations

- Identify main approaches and main stages in the marketing research process

- Explain the dimensions of consumer behaviour

2) will be able to:

- Outline the criteria for effective segmentation

- Understand how and why the use of new technologies effect marketing

- Develop presentation skills

Basic knowledge in management

Full-time Programmes

Types of Courses:

Language of teaching:



Jobber, D. and Fahy, J. (2015) Foundations of Marketing. 5th ed. London, McGraw Hill

Kotler, P., Rackham, N. and Krishnaswamy, S. (2006) Ending the war between sales and marketing. Harvard Business Review, 84(7/8), p. 68-78.

Mankins, M. and Steele, R. (2005) Turning great strategy into great performance. Harvard Business Review, 83(7/8), p. 65-72.

Narayandas, D. (2005) Building loyalty in business markets. Harvard Business Review, 83(9), p. 131-139.

Yuan-Shuh, L. and Monle, L. (2012) Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105, p. 69-81.