SHEB401 Principles of 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:

- To have an understanding of the marketing mix

- To deal with marketing situations

- To recognise the interrelation of the 4 and 7 Ps

- To understand the importance of branding

2) will be able to:

- To conduct basic marketing research (collect mainly secondary data)

- To distinguish the characteristics of services

- To develop their presentation skills

Bacis knowledge in management

Full-time Programmes

Types of Courses:

Language of teaching:



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Chatterjee, S.C. et al (2005) Are trusted brands important? Marketing Management Journal, 15(1), p. 1-16.

Ulrich, D. and Smallwood, N. (2007) Building a Leadership Brand. Harvard Business Review, 85(7/8), p. 93-100.

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