BA – Μάρκετινγκ με Ψηφιακές τεχνολογίες

Course Contents

• In particular, the course covers the following:
• development of student’s writing skills with emphasis given on writing
• essays (argumentative essays -for and against, opinion)
• formal letters (advice, complaint, application)
• curriculum vitae
• project writing
• development of students’ speaking and listening skills through class discussions, oral presentation of students’ work in class and other communicative drills
• extensive business writing including memoranda and agendas
• business terminology
• vocabulary enrichment achieved with students’ active participation in discussions on topics of common interest and the comprehension of passages from various sources

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. develop their writing and oral skills at a mature level, emphasising the literary effects of language
2. compose various forms of business writing and well-developed essays
3. apply acquired knowledge to write effectively for a variety of forms
4. communicate confidently and effectively in spoken language in a wide range of situations
5. use the vocabulary needed for advanced level communication
6. develop the ability to read and view for information and respond critically to social, cultural and emotional values in texts
7. analyse and evaluate advanced and authentic texts such as extracts, articles, and justify their opinion with accuracy and precision
8. develop and establish opinions, synthesise texts and ideas, and express authentic thought with clarity
9. identify and apply basic business terms essential in their academic and professional environment

Course Contents

Introduction to Economics

• Economic agents and economic problems. Inputs and outputs. The production possibility frontier.
• The law of increasing marginal opportunity cost.
• Economic Systems
• The role of the market in the solution of the three economic problems. Resource allocation and the rational for government intervention. Market Outcomes and Market Failures vs. Government Failures

Market Fundamentals

• The demand for goods. The demand schedule and the demand curve. Factors, determining demand. Shifts in demand.
• The supply of goods. The supply schedule and the supply curve. Factors, determining supply. Shifts in supply.
• The market equilibrium. Effects of a shift in supply or demand.

Quantifying Market Responses: Elasticity.

• Price elasticity of demand. Elasticity and revenue.  Income elasticity of demand. Cross-price elasticity of demand. Price elasticity of supply.

Applications of Supply and Demand and Price Elasticity

• The economics of agriculture. The impact of a tax on price and quantity. Price controls. Price floors and price ceilings.

Demand and Consumer Behaviour

• Choice and utility. Consumer equilibrium. The dynamics of consumer equilibrium: income effect and substitution effect. Deriving   the demand curve. Consumer surplus.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify economic problems and economic decision makers.
2. Apply graphical analysis to problem solving
3. Examine the role of the market in the solution of the three economic problems
4. Define and analyze market equilibrium and it dynamics.
5. Quantify market responses of buyers and sellers.
6. Identify and describe the applications of supply and demand
7. Analyze consumer decision making and assess the importance of consumer surplus

Course Contents

• The Legal System of Cyprus ; Definition of Law. Distinguishing between types of law. Considering the sources of law in Cyprus , namely the European Law, the Constitution, Case Law, Common Law & Equity. Meaning and application of the doctrine of precedent and the doctrine of necessity. Court structure, hierarchy and jurisdiction. EU institutions. Examination of sources of EU law (regulations, directives etc). Considering the notions of direct effect and direct applicability. Meaning of human rights and their protection in Cyprus .
• Analysis/Introduction to Contract Law – Formation of Contracts I: Contract law definitions and Principles. Examination of the elements that are required for a legally binding contract to exist and analysis of the main elements: offer, acceptance, consideration, intention. Types of Contracts. Distinguishing offers from invitations to treat. Explanation of the doctrine of Promissory Estoppel and Privity of Contract.
• Vitiating Factors of Contract and Terms – Formation of Contract II: Distinguishing between terms and representations. Classification of contractual terms (conditions, warranties etc). Meaning and effect of breach of contract. Remedies and rules for awarding damages.
• The Law of Torts: The effect of tort law as part of the law of obligation. Distinction between liabilities and nature of tort and contract. Types of torts, namely the tort of negligence.
• Introduction to Company Law: The effect of separate legal personality, distinguishing between different types of companies (private/public company and between companies limited by shares/by guarantee) and from other forms of businesses, such as partnerships.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Acquire knowledge of the foundations of business law and how these operate within context of business.
2. Explain the main sources of law of Cyprus including the application of EU Law and UK Law, the structure and jurisdiction of the Courts and the application of legal doctrines.
3. Analyse the main elements of a legally binding contract, appreciate the key role of contract terms in commercial transactions, understand the effects of breaching a contract, the rules in relation to recovering damages and the remedies available to the innocent party.
4. Understand the difference between law of torts and law of contracts, the different types of torts including the tort of negligence.
5. Understand the structure and differences between various entities (companies and partnerships), advise and compare in terms of liability.
6. Analyse the legal liability of parties in business transactions and to demonstrate the capacity for legal analysis, research and problem solving skills within the context of Business Law.
7. Develop a critical understanding of the law so as to be able to apply the legal principles (and case law) to various practical situations and to produce written advice.

Course Contents

Marketing in a changing world: creating customer value and satisfaction

• What is marketing?
• Understanding the marketplace and consumer needs
• Marketing orientations towards designing a customer-driven marketing strategy
• Building customer relationships
• Capturing value form customers
• The new marketing Landscape

Overview: Strategic marketing planning and marketing process

• Company wide Strategic Planning: Defining Marketing’s Role
• Planning Marketing: Partnering to Build Consumer Relationships
• Marketing Strategy and the Marketing Mix
• Managing the Marketing Effort
• Measuring and Managing Return on Marketing

The Marketing Environment

• The company’s Microenvironment
• The company’s Macro environment
• Responding to the Marketing Environment
• Marketing in the internet age

Market Segmentation, targeting and positioning

• Basis for consumer market segmentation – Geographic, demographic, psychographic, behavioural
• Requirements for effective segmentation
• Differentiation and Positioning
• Market coverage strategies-Choosing a market coverage strategy
• Market positioning and identification of competitive advantages
• Choosing, communicating and delivering the right positioning strategy

Product, Services, and Branding Strategy

• What is a Product?
• Product and Service Decisions
• Branding Strategy: Building Strong Brands
• Services Marketing
• Additional Product Considerations

Pricing decisions

• Factors Affecting Price Decisions
• Types of Cost Factors that affect Pricing Decisions
• Pricing strategies

Distribution

• What is a distribution channel
• Types of intermediaries
• Distribution channel functions
• Vertical marketing systems (an introduction)

Promotion and environmental issues

• The promotional mix
• IMC concepts
• Steps in developing effective communication

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Demonstrate understanding of the fundamental functions of marketing.
2. Identify and understand the importance of the various factors making up the company’s marketing environment.
3. Identify the elements of the marketing mix and comprehend their role in creating successful marketing strategies
4. Comprehend and use the concepts of market segmentation, targeting and positioning and the marketing strategies for differentiation and competitive advantage.
5. Apply basic marketing theories using case study analysis and group projects.

Course Contents

1.    Consumer Rule Ch. 1

• What is consumer behaviour?
• Consumer’s Impact on Marketing Strategy
•  Marketing’s impact on consumers
• Marketing Ethics and Public Policy
• Consumer Behaviour as a field of Study

2.      Consumer Perception Ch. 2

• Sensory Systems
• Exposure
• Attention

3.   Learning and Memory Ch.3

• Behaviour Learning Theories
• Cognitive Learning Theory
• The Role of Memory in learing

4.     Personality and Lifestyles Ch. 6

• Personality
• Lifestyles and Psychographics

5.     Attitudes Ch. 7 & 8

• What are attitudes? Power and Functions
• The Standard Learning Hierarchy
• Forming Attitudes
• Attitude Model
• Elements of Communication
• Source
• Message

6.      Group Influence and opinion Leadership Ch. 11

• Reference groups
• Positive Vs Negative reference groups

7.   Income and Social Class Ch.12

• Consumer Spending and Economic Behaviour
• Discretionary Income
• Social Class Structure
• Components of Social Class

8.   Consumers and Sub-cultures Ch. 13 & 16

• Income and social class
• Consumer Spending and Economic Behaviour
• Cultural Influences on Consumer Behaviour

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Define consumer markets and Explain the concept of consumer behaviour .
2. Apply the theory of consumer behaviour in interpreting consumer behaviour in the market place.
3. Analyse the personal characteristics affecting consumer behaviour
4. Evaluate the various buying roles
5. Design promotional campaigns capitalising on consumer behaviour knowledge

Course Contents

1. Introduction to marketing Research

• What is Marketing Research?
• The Marketing Information System

2. The Marketing Research Process

• The Marketing Research Process (An Eleven-step process)

3. The Marketing Research Industry

• Ethics and Marketing Research

4. Defining the problem and determining Research Objectives

•  Establishing the need for Marketing Research
• Define the Problem

5. Research Design

•  Research Design: Exploratory, Descriptive, and Causal Research

6. Using secondary data and on-line information

• Advantages / Disadvantages of Secondary data

7. Observation, Focus groups, and other Qualitative methods

• Focus Groups

8. Survey Data-Collection Methods

• Advantages of surveys.

9. Understanding Measurement in marketing Research

• Basic Question-Response Formats
• Levels of Measurement Scales

10. Designing the Questionnaire

• The Questionnaire Development Process

11. Selecting and Determining sample size

• Basic concepts in Samples and Sampling
• Sample size

12. Data Collection in the Field, Non-response Error, and Questionnaire Screening

• Non-sampling Error in Marketing Research
• Data Collection Errors

13. Generating descriptive and inferential statistics

• SPSS

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the importance of information systems in assisting the marketing planning process.
2. Understand the ways in which information is generated and utilised by modern companies.
3. Identify the 11 marketing research steps.
4. Outline the various research methods.
5. Employ the various research methods and tools to different marketing research situations.

Course Contents

• Introduction to Global Marketing : Overview of Marketing; competitive advantage, globalization, global industries. Forces affecting Global Marketing (Ch. 1)
• The Global Marketing Environment : Overview, Methods, tools and techniques used for identifying, analyzing and selecting international market opportunities. Analyzing foreign market potential and opportunities. (Ch. 2-5)
• Segmentation, Targeting and positioning : Global Market Segmentation. Assessing Market potential and Choosing Target Markets. Target. Market Strategy. Positioning (Ch. 7)
• Importing, Exporting and Sourcing. Organizational Export Activities (Ch. 7)
• Examine different methods of entry into the international market place. Licensing, Investment, and Strategic Alliances (Ch.9)
• The Global Marketing Mix.  Product and Brand Decisions (Ch. 10), Pricing for International Markets ; Factors Influencing International Pricing (Ch. 11), Logistics and the International Distribution System; Channel of Distribution Structures, Factors affecting choice of channels (Ch. 12), Global Marketing Communications – Global Advertising, Public Relations, Sales Promotions, Personal Selling and Direct / Internet Marketing. (Ch. 13)
• Strategic Elements for Competitive Advantage

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recall the main concepts relevant to international and global marketing.
2. Explain the complex environment as well as the marketing mix strategies in international and global marketing
3. Apply the gained knowledge, the concepts and the tools acquired in this course to better comprehend the global environment.
4. Evaluate the methods, tools, and techniques used for identifying and selecting international market opportunities and the methods for entry into the international marketplace.
5. Develop their own opinions as to how international product strategies should be formulated.

Course Contents

Learning Outcomes of the course unit

Course Contents

Chapter 1-Developing Marketing Strategies and Plans

• The Central Role of Strategic Planning
• Corporate and Division Strategic Planning
• Business Unit Strategic Planning
• Product Planning: The Nature and Process of a Marketing Plan

Chapter 2-Identifying Market Segments and Targets

• Levels of Market Segmentation
• Segmenting Consumers Markets
• Bases for Segmenting Business markets
• Market Targeting

Chapter 3-Creating Brand Equity

• What is Brand Equity?
• Building Brand Equity
• Measuring Brand Equity

Chapter 4- Crafting the Brand Positioning

• Developing and Communicating a Positioning Statement
• Differentiation Strategies
• Product Life Cycle Marketing Strategies
• Market Evaluation

Chapter 5 – Dealing with Competition

Chapter 6-Setting Product Strategy

• Product Characteristics and Classifications
• Differentiation
• Product and Brand Relationships
• Packaging, Labeling, Warranties, and Guarantees

Chapter 7 – Designing and managing services

Chapter 8-Developing Pricing Strategies and Programs

• Understanding Pricing
• Adapting the Price
• Initiating and Responding to Price Changes

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognise the need for new product development.
2. Explain the key decision areas when new products are developed.
3. Apply the concept/theory of new product development.
4. Outline the options available as far as branding is concerned, analyse the various packaging methods to be considered, use the various pricing methods.
5. Evaluate the various distribution options
6. Create new product offerings by applying all theoretical issues raised throughout this course.

Course Contents

New Perspectives on Marketing in the Service Economy

• Why study Services?
• What are Services?
• The Marketing Challenges Posed by Services
• The Expanded Marketing Mix Required for Services

Developing Service Concepts: Core and Supplementary Elements

• Planning and Creating Services
• The Flower Service
• Planning and Branding service Products
• Development of New Services

Distributing Services Through Physical and Electronic Channels

• Place and Time Dimensions
• Delivering Services in Cyberspace

Exploring Business Models: Pricing and Revenue Management

• Effective Pricing Is Central to Financial Success
• Pricing Strategy Stands on Three Legs
• Putting Service Pricing into Practice

Educating Customers and Promoting the Value Proposition

• Role of Marketing Communications
• Communicating Services Presents Both Challenges and Opportunities
• The Marketing Communications Mix

Designing and Managing Service Processes

• Blueprinting Services to Create Valued Experiences and Productive Operations
• Dysfunctional Customer Behaviour Disrupts Service Processes

Crafting The Service Environment

• What is the Purpose of Service Environment?
• Dimensions of the Service Environment

Managing People for Service Advantage

• Service Employees Are Crucially Important
• Frontline Work Is Difficult and Stressful
• Cycles of Failure, Mediocrity, and Success
• Human Resources Management:
• How to Get It Right

Improving Service Quality and Productivity

• What is Service Quality?
• The Gaps Model-a conceptual tool to identify and correct Service quality Problems
• Measuring and Improving Service Quality
• Defining and Measuring Productivity
• A Process for Developing New Services

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the characteristics of services and the distinctive marketing challenges posed
2. Identify the components of the expanded services marketing mix (7 Ps) and apply the 7Ps concept to different service settings
3. Describe the flower of service and know how the facilitating and enhancing supplementary services relate to the core product
4. List the categories of new service development and be familiar with the factors needed to achieve success in developing new services
5. Evaluate the effectiveness of the 7Ps used by various service organisations

Course Contents

Understanding Marketing Strategy

• Corporate and Marketing Strategy
• Market Orientation
• Strategic Marketing Planning
• Stakeholder theory
• Introduction to the strategic marketing process and the marketing plan

Understanding the marketing environment-Opening up Analysis and Positioning

Internal Analysis

• Organizational Strengths and Weaknesses
• The PLC
• Product Portfolio Analysis (BCG Matrix)

External Analysis

• Market Threats and Opportunities
• The competitive environment
• Porter’s Model of Industry Attractiveness
• The impact of the internet on the competitive environment
• Macro-environmental analysis
• Models: PEST , PESTEL C, DEEPLIST

Market segmentation, targeting and positioning

• Market segmentation process
• Bases for market segmentation
• Targeting strategies
• Strategic Positioning

Marketing planning elements

• Business mission
• Objectives
• Ansoff’s product/Market expansion grid
• SWOT analysis
• Value based marketing

Ethics in Marketing strategy

• A Sustainable Earth Matters
• Green Marketing Strategies
• Social Marketing

Marketing to children

• Shaping the core marketing strategy
• Product development
• Price
• Distribution
• Promotion

Communicating Effectively

• Defining the IMC Concept
• Corporate Image and Corporate Identity
• The 7 evolutionary stages of IMC
• Organizational Challenges to Implementing the IMC concept
• IMC in the online environment
• Brands and Brand Strategies
• Advertising-branding relationship
• Innovative advertising methods
• Business to Business marketing

Implementation is the Key

• Planned Versus Emergent Implementation
• The Main Factors Influencing Strategy Implementation
• Implementation through internal marketing

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the principles and importance of strategic marketing thinking.
2. Apply the steps of corporate planning with particular emphasis on the design of appropriate mission and corporate portfolio design.
3. Identify the stages of the strategic marketing planning
4. Apply strategic marketing planning stages to prepare a marketing plan for a company
5. Design effective internal marketing strategies for effective implementation of strategic plans

Course Contents

The Nature of Management and Organizations

•   Types and main forms of business organizations and the reasons for their existence.
•   The various resources organizations have available for the delivery of goods and services
•   The roles, functions and skills of management.
•   Application of the management functions on different organizational settings

The Evolution of Management Theory

•   The schools of management though, since its early evolution.
•   The relevance of Classical, Behavioural, and Management Science theories to management practice
•   The Contingency and Systems approaches to managerial practice.
•   The factors necessitating organizations to become learning organizations.

Organizational Environment and Effectiveness

•   The major micro environmental and macro environmental factors impacting business operations
•   The impact of the environment on organizational and managerial decisions.
•   Techniques employed by organizations to respond to environmental impacts

Organisational Ownership and Types of Structures

•   Forms of business ownership
•   The structure of a proprietorship, partnership and Limited liability companies
•   Managing franchising and licensing
•   The characteristics of mergers, acquisitions and alliances
•   Special issues in Corporate ownership

The Ethical and Social Environment of Organisations

•   Ethics in an Organisational context
•   Managerial ethics and managing ethical behaviour
•   Emerging ethical organisational issues
•   Social responsibility and corporate social governance
•   The role of Government in social responsibility and the influence to organisations

Information Technology effects on Management

•   Managing Information and Information Technology
•   Information and the manager
•   Role of information in the manager’s job
•   Characteristics of useful information
•   Types of information systems
•   The internet

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Analyse the nature of organizations in general and the role of management in particular
2. Investigate the evolution of management schools and the main approaches to managerial process.
3. Identify the internal and external environmental factors which affect general business practices and managerial decisions
4. Identify and discuss the forms of business ownership, their characteristics and advantages and disadvantages
5. Discuss what it means to practice good business ethics and highlight the factors that influence ethical behaviour.
6. Investigate the impact of technology in managerial functions and the emergent issues pertaining with the evolution of the Internet.

Course Contents

• Introduction to information systems
• Explain the new role of information systems in organizations
• Key information systems in organizations
• Define key information systems in organizations according to:
• Functional areas
• Management levels
• Clarify key challenges to information systems
• Enterprise Applications
• Explain the key characteristics of Enterprise Applications
• ERP; SCM, CRM systems)
• Identify new opportunities and challenges

Data Management & Business Intelligence

• Discuss
• Data management
• Business Intelligence

Building Information Systems

• Discuss
• Business process reengineering
• IT development
• IT Implementation

Process Improvement Exercise

• Identify and analyse the information requirements for a new student registration system
• Design new processes

Managing IT projects

• Explain key steps in information systems project management

E-commerce & m-commerce

• Discuss the key principles of
• E-commerce
• M-commerce

The Business of New Online Social Media

• Discuss
• What are online social media?
• How do businesses utilize online social media to their benefit?

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Explain the role of different types of information systems for different business settings
2. Clarify the relationship between organizations, information systems, and business processes
3. Analyze existing business processes and design new ones using business process reengineering principles.
4. Identify project risks and utilize ways of managing those through project management principles
5. Distinguish the key principles of e-commerce & m-commerce
6. Indicate the business aspects of new social media (e.g. facebook)

Course Contents

• Functions, limits, continuity. The concept of the derivative of a function. Derivatives of polynomial, logarithmic and rational functions.
• Derivatives of the product and quotient. The chain rule.
• Higher order derivatives (second, third etc)
• Minimize and maximise a function using the second order derivative criterion.
• Applications of derivatives in optimization problems with emphasis in business problems.
• Functions of two or more variables. Maxima-minima. Application in business problems (marginal cost, marginal revenue, marginal profit, exact cost, maximum profit and minimum cost).
• The Lagrange multipliers method.
• Exponential growth and decay problems with emphasis to business applications.
• Anti-derivatives and the concept of the indefinite integral. Integration of simple functions.
• The concept of the definite integral. The fundamental theorem of calculus. Applications in business problems.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Explain the concept of the derivative of a function and calculate the derivatives of polynomial, logarithmic and rational functions.
2. Apply differentiation for: sums, products, quotients, and the chain rule
3. Calculate and apply in real business problems the second and order derivatives (for minimization and maximisation).
4. Apply derivatives in optimization problems with emphasis in business problems (marginal cost, marginal revenue, marginal profit, maximization of profit and minimization of cost).
5. Calculate the partial derivatives of functions of two or more variables and to apply them for the calculation of the maxima and minima of optimization problems.
6. Apply and interpret the Lagrange multipliers method for constrained optimization.
7. Employ the models of exponential growth and decay problems with emphasis to business applications
8. Explain the concept of the indefinite and definite integral

Course Contents

• Basic Algebra : Review of basic Algebra. Functions; Nature and notation, types of functions, (linear, quadratic, cubic, polynomial, rational, exponential, logarithmic). Graphical representation. Linear equations and analytical geometry of the straight line.  Linear functions.
• Matrix Algebra-Simultaneous equations : The concept of a matrix. Types and properties of matrices. Transpose, inverse, symmetric, and identity matrix. Matrix algebra. Addition, subtraction, division, multiplication. Square matrices. Use of matrices to solve simultaneous equations (systems of linear equations with two or with three unknowns).
• Linear programming-Formulation and graphical Solution : Inequalities in the plane. Introduction to Linear Programming. Graphical solutions for maximization and minimization. Applications in business problems. Special cases (no feasible region, unboundness and multiple solutions)
• Linear programming-Formulation and Simplex Method : Further linear programming. Formulation of more complicated problems. Linear programming in 3-dimensions. The usage of Simplex Method. Duality and Sensitivity Analysis.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognise the kinds of functions. Solve and draw simple equations and manipulate basic functions (linear, quadratic, exponential, and logarithmic)
2. Solve systems of linear equations (using various methods (determinants-Cramer’s method, substitution, elimination, comparison).
3. Understand the concept of a matrix (determine the size and the elements)
4. Recognize types of matrix (the symmetric matrix and the Identity).
5. Perform operations on matrices (addition, subtraction, multiplication, division by scalar).
6. Calculate the cofactors, the minors, the transpose and the inverse of a matrix in order to solve systems of linear equations.
7. Formulate and solve Linear Programming problems using the graphical method (determine and interpret the feasible region)
8. Solve Linear Programming problems using the SIMPLEX method (minimization and maximization).

Course Contents

Tabular and graphical methods

• Statistics in practice. Kinds of data (discrete and continuous, ordinal and nominal). Different kinds of variables. Frequency tables, cumulative distribution tables and graphs (histograms, bar charts, pie charts). Shape of various data distributions (skewed, and symmetric).
• Descriptive statistics: Numerical methods
• Summarizing quantitative data. Measures of location (mean, mode, and median) and measures of dispersion (variance, standard deviation, range) for group data and raw data. Difference between measures of location and measures of dispersion and their significance. Extreme values, outliers and their importance.

Introduction to Probability

• The idea of probability. Experiments, events, outcomes and sample space. Relative frequencies. Calculation of probabilities and basic relationships of probability (union of events, complement of event, intersection of events). Mutually excusive, mutually exhaustive and independent events. Conditional probability and multiplication law.
• Discrete Probability Distributions
• Probability distribution tables. Theory and their applications in Business problems concerning the discrete probability distributions: Binomial, Poisson. Expected values and variance.

Continuous Probability Distributions

• Theory and their applications in Business problems concerning the continuous probability distributions: Normal distribution. Standard normal distribution and table of the standard normal distribution. Applications in Business problems. Discrete versus Continuous distributions.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognise and identify the kinds of data (discrete and continuous, ordinal and nominal). Construct, present and interpret frequency tables, cumulative distributions and graphs (histograms, bar charts, pie charts). Understand and explain the shape of various distributions (skewed, and symmetric).
2. Summarizing, calculate and interpret the measures of location (mean, mode, and median) and measures of dispersion (variance, standard deviation, range). Identify extreme values and outliers and explain their significance in business applications.
3. Describe and explain the idea of probability, experiments, events, outcomes and sample space and construct the sample space given an experiment.
4. Calculate probabilities and basic relationships of probability (union of events, complement of event, intersection of events, conditional probability).
5. Distinct the difference between mutually exclusive, mutually exhaustive and independent events. Apply these in business problems.
6. Recognize and construct and explain probability distribution tables.
7. Recognize, use, apply and explain the theory and their applications in Business problems concerning the probability distributions (Binomial, Poisson, Normal distribution). Use the tables of the standard normal distribution for solving problems and interpret correctly the answers.

Course Contents

Sampling and sampling distributions

• The various kinds of sampling techniques (simple, stratified, clustering). Sampling from finite and infinite population. Sampling distribution of the mean.

Interval estimation

• Recall of the normal distribution. Point estimation of the population mean. Interval estimation of the population mean for large sample with s known and s unknown. The t-distribution and the table of t-distribution. Interval estimations of the population mean for small sample with s known or s unknown. Interval estimation of the population proportion. Determining the sample size for estimating mean or proportion.

Hypothesis testing

• Hypothesis testing. Null and alternative hypothesis. Significant level. Types or errors (type I and II).

Tests of goodness of fit and independence

• Chi-square distribution and its table. Chi square goodness of fit test. Contingency tables and the chi square test of association. “Statistical significance”.

Correlation

• Independent and dependent variables. Pearson’s coefficient and the values of it

Simple linear regression

• Independent and dependent variable. Scatter diagram. Coefficients (b0 and b1) of the simple linear regression model. Regression, using data from the business environment. Forecasting.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand and implement the sampling distribution of the mean.
2. Use the t-distribution and read the table of t-distribution.
3. Understand, calculate and interpret interval estimation of the population mean for either small or large sample with σ known or unknown
4. Determine interval estimation of the population proportion and ddetermining the sample size
5. Understand the concept of hypothesis testing and be in a position to state the null and alternative hypothesis. Also understand the meaning of the significant level and recognise the two types or errors (type I and II).
6. Distinguish the difference between independent and dependent variable and construct the scatter diagram. Calculate and interpret the Pearson’s coefficient, and, estimate and interpret the coefficients (b0 and b1) of the simple linear regression model.
7. Apply regression, using data from the business environment and do forecasting.
8. Recognize the chi-square distribution and make use of its table.
9. Implement the two chi square tests, goodness of fit test and test of independence, with real data and interpret the results. Explain the meaning of the “statistical significance”.

Course Contents

Computer systems

• Basic concepts
• Historic evolution
• Computer system types

Computer Organization

• Computer architecture
• Computer peripherals

Operating systems andsoftware applications

• OS basic concepts
• Types of applications
• Computer viruses andprotection

Computer Networks

• Introduction to computernetworks
• Types  – medium – topologies – Mediumaccess control
• Localarea networks

Internet

• Historicevolution
• Basicconcepts
• TCP/IP

Internet services

• WWW
• E-mail– Web 2.0 – Social networking
• SemanticWeb and Internet of things
• Computerthreats and protection

Evolution of Mediaindustries to the digital era

• Age of print media
• Growth of mass electronicmedia
• Rise of digital era
• Evolution of social media

Why “New” Media

• What isn’t new media
• Digital media Vs new media
• Live and on-demand interactionanytime, anywhere, from any device

Digitalization andTechnology Convergence

• Basic concepts ofdigitization
• Digitization anddigitalization
• The thee Cs’ convergence

Networking – Interactivity– Interoperability – Interconnectivity

• Transition from a varietyof networks to “the network”
• Interconnectivity ofdevices and interoperability of software
• The different levels ofinteractivity

Being Digital and Mobile

• Being or born digital andmobile
• Polymorphic divergences ofconvergent media

Virtuality, creativity andGlobalization

• Virtual cultures andcommunities
• Creative industries and newmodes of storytelling
• Technologies of the globalknowledge economies

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand the digitalization and technology convergence as a technological evolution with social consequences and impact.
2. Identify the convergence of the digital media with the information and the communication technologies and industries.
3. Understand the Internet and the development of the “new media” as a result of the convergence.
4. Be able to identify and explain with web-based and mobile-app-based examples the principles of “new media”.
5. Understand basic computer and network operation
6. Identify who Internet works and distinguish its different services and their individual characteristics.
7. Have basic knowledge of internet threats and how to protect from them.

Course Contents

Introduction to Digital Marketing and Social media

• Integrated Marketing Communications
• Steps in Developing Effective Communication
• The defining characteristics of social media

Strategic Planning and Social Media Marketing

• Social media campaigns
• The strategic planning process

Social consumers

• Digital identity
• The digital consumer
• Market segmentation in the social media market

Social community

• The social community zone
• Activities in social networks
• User generated content campaigns

Social publishing

• Publishing content
• Organising marketing content

Social entertainment and social commerce

• Gamer segments
• Product placements
• Brand integration
• The digital shopping experience
• The psychology of social shopping

Measuring the impact of social media

• Direct and Online Marketing
• Building Direct Customer Relations
• Benefits to Buyers
• Benefits to Sellers
• Customer Databases and Direct Marketing
• Forms of Direct Marketing
• On Line Marketing
• Type of On-Line Marketers
• Setting Up and Online Marketing Presence
• Designing Effective Web Sites

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the main characteristics of social media
2. Comprehend the role of digital marketing in modern organisations’ marketing campaigns
3. Identify the importance of consumer behaviour principles in creating successful digital and social media marketing campaigns for different market segments
4. Comprehend the four zones of social media
5. Comprehend the four zones of social media

Course Contents

CMS

• Basics Concepts
• Opensource CMS
• Myweb page starter Kit

WordPress

• Basic concepts
• Pages and posts
• Settings
• Plugins

Embedding external content in web pages

• Basic concepts
• Tag<iframe>
• RSS
• Mashups

Evolution from analogue to digital audio technologies

• Early mechanical systems
• Invention of microphone and analogue tape
• Turntables and record industry
• The compact disk (CD)

Computer audio and internet audio technologies

• Sound cards and on board sound
• Sound file formats
• Digital audio compression
• Audio streaming and VoIP

Digital audio content delivery and interaction

• Podcasting
• Sharing communities
• Transformation of the musicindustry
• Web radio, automated radio(Pandora, Spotify etc.)

From photography, cinema and television to digital image and video technologies

• Early imaging principle sand inventions
• The role of the lens in image capturing
• Sensor evolution to the CCD and CMOS
• Megapixels

Digital image processing and digital video editing

• First scanning and digital image applications
• Digital photography, design and image publishing tools
• Video editing software

Multi modal digital audio and video content delivery and interaction

• From video on demand and web-TV to video sharing web sites
• Video content blow-up
• More interaction with audio, video and multi modality

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the methods for publishing content online
2. Understand the basic concepts of HTML and CSS
3. Acquire the necessary skills for creating web sites is modern CMS (wordpress)
4. Understand the evolution from analogue to digital audio technologies.
5. Identify the various forms of digital audio content delivery and interaction.
6. Understand the evolution from photography, cinema and television to the digital image and video convergence era.
7. Be able to identify and explain multimodal digital audio and video content delivery and interaction in the new media environment.

Course Contents

• Introduction to Graphic design Basics: The basic graphic design elements, basic typeface anatomy and typeface classifications.
• Introduction to the Graphic Design practice: practical hand-skilled work through workshops. Experimentation with visual imaging, production and manipulation of type via hand and mechanical means.
• Graphic Communication: Students will be familiarized with current technological processes and specific projects emphasizing the use of type as a means of communication. Experimentation will be encouraged so that students develop a visual sensitivity to form.
• Critical Judgment development: Group critiques and visually based debates

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the basic graphic design elements; line, shape, texture, space, size.
2. Identify and describe basic type anatomy, type classifications, type families, and type measurements.
3. Identify and employ composition and layout principles such as: emphasis, balance, rhythm, and unity within a given project.
4. Employ basic graphic design element principles; line, shape, texture, space, size within a given project work.
5. Integrate sketchbook development, experimentation and play into the graphic design process by employing several media such as drawing, painting, collage and the copy machine.
6. Develop and convert rough ideas, sketches and compositional experiments to final work through extensive work and sketchbook development.
7. Assess project work development through comments and discussions on a group presentation.
8. Identify and stress out the role of communication in the design process. Implement the methods of brainstorming and apply these methods on current in class project work.
9. Employ type as means of communication. Integrate rules and applications of: letter – word – line – column – layout – scale – color – style – size.
10. Implement research and analysis in the Graphic Design practice in order to encode and decode various concepts/issues and to present visual solutions.

Course Contents

Learning Outcomes of the course unit

Course Contents

• Introduction to Computer Programming: Computer Systems: Hardware, Networks, Computer organization, Computer memory, Computer software, Running a program, High-level languages, Low-level languages,Compilers. Programming and Problem-Solving: Algorithms, Logic Diagrams,Pseudo code, Flowcharts, Program design, Problem solving phase, Implementation phase, Programming guidance, Programming steps, Program creation, Object Oriented Programming (OOP), OOP characteristics, Software life cycle.
• Programming Basics: A sample Java program. Explanation of code. Program layout (include directives, main function, variables, comments). Running a Java program. Testing and Debugging. Program errors. Variables and Assignments: Identifiers, Keywords, Declaring variables, Assignment statements,Initializing variables. Programming software: e.g., Alice or Scratch. Get familiar with the environment and be able to execute simple statements and commands.
• Conditional Statements: Flow of Control. Branch. Designing the branch. Implementing the branch. if-else syntax. Boolean expressions.Relational operators. if-else flow of control. Logical operators. Compound statements. Program Style: Indenting, Comments, Constants. Using boolean expressions. Evaluating boolean expressions. Truth tables. Order of precedence.Precedence rules. Short-Circuit evaluation. Type bool and Type int. bool return values. Multiway branches. Nested statements. Nested if-else statements.Multi-way if-else statements. The switch-statement: syntax, the controlling statement, the break statement, the default statement, Switch-statements andmenus. Blocks with local variables. Statement blocks. Scope rule for nested blocks.
• Repetitive Statements: Loop statements. while-loop syntax,operation and flow of control. do-while loop. Infinite loops. Prefix & Postfix Increment/Decrement Operators. The for-statement. for/while loop comparison. Which loop to use. The break-statement. Designing Loops. Ending a loop: List headed by a size, Ask before iterating, List ended with a sentinel value. Running out of input. General methods to control loops: Count controlled loops, Exit on flag condition, Exit on flag caution. Nested loops. Debugging loops. Fixing Off by one errors. Fixing infinite loops. Tracing variables. Loop testing guidelines.
• Program Modularity: Top-down design. Predefined functions. Function calls. Function call syntax. Function Libraries.Programmer-defined functions. Function declaration. Function definition. The return statement. The function call. Alternate declarations. Order of arguments. Function definition syntax. Placing definitions. Procedural abstraction. Information hiding. Formal parameter names. Local variables.Global constants and variables. void-functions, Call-by-reference parameters,Choosing parameter types.
• Composite Datatypes: Declaring an array. The arrayvariables. Array variable types. Indexed variable assignment. Loops and arrays.Constants and arrays. Array declaration syntax. Arrays and memory. Array indexout of range. Out of range problems. Initializing arrays. Default values.Uninitialized arrays. Programming with arrays. Searching arrays. The searchfunction. Sorting an array. The selection sort algorithm. Sort algorithm development.
• Laboratory Work: The role of a programming language as a tool forsolving simple and complex problems is emphasised through practical workcarried out.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Familiarize with main elements of a computer system, a computer program and computer applications
2. Recognise the goals, capabilities and benefits of structured programming and the basis of algorithmic thought.
3. Examine written programs and identify their function and underlying algorithmic logic.
4. Demonstrate the ability to express elementary algorithms in the syntax of an imperative programming language by using a programming environment such as Alice + Java or Scratch.
5. Demonstrate the ability to apply correct operations and form the necessary statements.
6. Analyse simple problems, construct algorithms to programmatically solve them, and formulate corresponding programs using selective, iterative and sequential statements.
7. Illustrate the ability to define and use arrays programmatically.
8. Illustrate the ability to define and use arrays programmatically.

Course Contents

• Introduction to Digital Marketing, Overview of New Digital Media and Technologies
• Text Marketing, SMS Marketing, Email Marketing – related platforms (e.g., MailChimp και Vertical Response) and techniques (e.g., Publication Schedule, Split Test, Reporting and interpretation), Picture and Sound Marketing
• Database Marketing, Paid databases.
• Website Marketing, Website Techniques/Algorithms (e.g., PageRank), Google Webmaster
• Search Engine optimization, Paid placement, Paid inclusion, Shopping search, Video search ads, Local search ads, Product listing ads
• Display Marketing, Google AdWords
• Engines, Tools and Platforms
• Content (Article) Marketing and Back-links as a strategy (establish your credibility as an expert, and improve your search-engine ranking)
• Google Analytics as a marketing strategy valuation tool
• Mobile-friendly web design to boost your Google and search engine ranking
• Project Management Tools to boost your productivity on Internet Marketing (i.e. Mavenlink, Basecamp etc.)
• Web social responsibility and word of mouth, Privacy

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognise the capabilities and benefits of digital marketing.
2. Familiarize with new digital marketing concepts and technologies.
3. Demonstrate the ability to use popular platforms, tools and engines related to various digital technologies.
4. Demonstrate the ability to apply correct operations and form the necessary marketing strategies.
5. Illustrate the ability to use tools to interpret the results of a digital marketing campaign.

Course Contents

• Social Networks, Users and Metrics – Social Media Management Tools – how to manage multiple social media accounts from one dashboard.
• Social Media Marketing, Passive and Active, Content Creation, Content Outreach, Examples (Twitter, Facebook, Google , Linkedin, Foursquare, Instagram, Youtube), Future Trends
• Social Media Analytics and Tools, Facebook Graph Search API, Metrics
• Smart Systems, What is it? Capabilities? Stores and marketplaces, Monetization Techniques (In-app Ads, Freemium Model, Referral Marketing, etc.,) Google Ad-mob, Microsoft Pubcenter, Affiliate Marketing
• Mobile Marketing, Mobile Messaging, Mobile Sites, Mobile Apps, Google Analytics in mobiles, Mobile Video, Mobile Games Marketing
• Social-media and Mobile marketing
• Context-awareness in marketing, Location Management, Time management, Personalization and customization, Privacy
• New Trends, Online Video and Image Marketing, Content Performance optimization
• In Search of the Perfect Keywords with Google Insights
• Experts Marketing (discover the Internet experts for your product – services, and engage them to your marketing strategy)
• Viral Marketing through text, video or audio – Start-up (Entrepreneurial) marketing methods and strategy
• Transforming your fans to promoters (Call-to-actions promotion campaigns, etc.) – Keep a close-eye to your competition (tools, methods, short and long-term strategies)

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognize the capabilities and advancements of smart systems and social networks.
2. Familiarize with social media marketing and mobile marketing.
3. Demonstrate the ability to use popular platforms, tools and engines related to social media and mobile marketing technologies.
4. Demonstrate the ability to apply correct operations and form the necessary marketing strategies.
5. Recognize the importance of analytics
6. Illustrate the ability to use analytics to evaluate an online strategy

Course Contents

• Introduction to Databases: Understanding data, information, and knowledge,defining databases, characteristics of database approach, types of database systems, understanding the DBMS functions and components.
• The Relational Data Model: Introducing the database design process, using tools for database design, the ER model, and examples, defining tables, rows,attributes and data types, defining primary and foreign keys, forming table relations, maintain integrity constraints.
• Working with Databases: Creating and using databases, creating tables,altering and deleting structures, using basic SQL, exploring databases and tables. Using plugins to directly interact with Databases using spreadsheet programs for browsing schemas, tables, views, edit, append, import, and export data.
• Introduction to Data Visualization: Stages in visualizing data, types of visualisation, pre-processing and processing of data, find data, evaluate, extract,clean, correct and merge data, forming the right questions, forming connections and correlations, making successful data visualizations, publishing and disseminating  data visualizations.
• Tools for Data Visualizations: Tools for creating visualizations, Google Spreadsheet, Google Fusion Tables, Tableau, and Datawrapper.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand databases and database management systems from the viewpoint of the designer, developer, and user.
2. Describe relational databases, and use simple SQL for creating, manipulating, and processing relational databases.
3. Using tools to design, create, and directly interact with databases and data sets.
4. Understand the essence and the impact of data visualisations, and describe the process of forming successful data visualisations.
5. Apply and use data visualisation techniques for publishing and disseminating results by employing the proper tools.

Course Contents

• Graphic Communication through moving media: Students will study the individual aspects of 2d animation and its process through the digital video software. Students will be confronted with a number of issues – technical and aesthetic – and will include an understanding IT technologies, image exploration/manipulation, video formats, cameras, editing, sound recording and direction.
• Introduction to moving image basics: The course will culminate in the collective production of an animation sequence. With the collective viewing of commercially produced animation films and videos, research for this course will be, in part, a group exercise.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify various contemporary editing compositing and animating software Perform basic importing (imagery, video footage sound)
2. Employ storyboarding in the visual practice. Employ various methods of storyboarding in multimedia projects.
3. Apply render and export animations. Recognize various video formats and their usage.
4. Employ various animating techniques, in order to manipulate image video & sound properties.
5. Employ visual imagery, type & sound as means of communication. Integrate rules and applications of: letter – word – line – column – layout – scale – color – style – size- motion sound.
6. Implement research and analysis in the Motion Graphics practice in order to encode and decode various concepts/issues and to present visual solutions
7. Develop & Convert Information, research, rough ideas, sketches compositional experiments imagery and typography to final story boards and then to final work in order to communicate.
8. Assess project work development through comments and discussions on a group presentation.

Course Contents

• Introduction to Human-Computer Interaction: Explain the difference between good and poor interaction design, what interaction design is and how it relates to human-computer interaction and other fields. What is involved in the processor interaction design, the different forms of interaction design, the human factor etc.
• Interaction Design: Explain what is communication and collaboration, the main kinds of social mechanisms that are used by people to communicate and collaborate,the range of collaborative systems that supports this kind of social behavior,how field studies inform the design of collaborative systems, etc.
• The Computer and Human-Computer Interaction: Involves the various devices and implementation beds as well as technological constraints and opportunities,the problem space, how to conceptualize interaction, the pros and cons of using interface metaphors as conceptual models, the relationship between conceptual design and physical design, etc.
• Introduction to Interactive System Design: Includes what ‘doing’ interaction design involves, some advantages of involving users in development, the main principles of a user-centered approach, etc.Interfaces Design and Prototyping: Includes prototyping and different types of prototyping activities with regards to systems interfaces design, production of simple prototypes from the models developed during the requirements activity,production of a conceptual model for a product, use of scenarios and prototypes in design, a range of tool support available for interaction design, etc.
• Web Interfaces: The notion of a paradigm and set the scene for how the various interfaces have developed in interaction design, overview of the many different kinds of interfaces, highlight of the main design and research issues for each of the different interfaces, considerations which interface is best for a given application or activity, etc.
• Designing Web sites: How to organize and implement a web project –Designing a web site – designing the web interface – designing a web page –maintaining a web site.
• Windows Phone: Explain the major differences of user interfaces between windows applications and smartphone applications. Introduce major tools and environments including Silverlight, XNAand Expression Blend. Use windows phone templates and their major controllers(e.g., text blocks, buttons, slide bars). Orientation and layouts of windows mobile phones. Introduce XAML and C# programming for Windows Phone development.How to get an application in the market (security, privacy, copyrights and certificates).

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Explain the theoretical foundations of designing for interaction between humans and computers and discuss what and who is involved in the process of interaction design.
2. Explain the user experience and describe how to characterize the user experience in terms of usability, user experience goals, and interactive system design principles.
3. Describe Windows Concepts and Interfaces as well as discuss how to design interfaces for different environments, people, places, and activities.
4. Present an overview of the major interface developments, ranging from WIMPs (windows, icons, menus, and pointer) to wearables.
5. Describe prototyping activities with regards to systems interfaces design.
6. Demonstrate basic knowledge on designing web interfaces and developing web layouts and web sites.
7. Demonstrate basic knowledge on designing user interfaces for Smartphones (e.g., Windows Phone).

Course Contents

Basic principles of sound theory

• Sound waves, frequency and amplitude
• The decibel scale and loudness

Audio production for digital marketing purposes

• Audio is the next big thing in digital marketing
• Typical equipment setups and environments

Microphones and loud speakers

• Types of microphones
• Microphone selection
• Loudspeakers and listening environments

Audio production equipment

• Basic operation
• Tips and tricks for high quality sound recordings

Digital audio editing of recorded material

• Basic audio editing procedures

Advanced editing

• Filter/EQ types, dynamic and effects processors

Mixing and mastering

• Mixing speech with music
• Mastering for broadcast and online publishing

Project

• Produce and publish audio content for online promotional marketing

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand basic principles of sound theory
2. Understand audio production for digital marketing purposes employed in typical equipment setups and environments
3. Identify types of microphones and loudspeakers
4. Operate basic audio production equipment
5. Perform basic audio editing of recorded material
6. Apply various filter/EQ types, dynamic and effects processors
7. Perform basic mixing and mastering
8. Produce and publish audio content for online promotional marketing

Course Contents

Digital multimedia storytelling

• Methods and techniques
• Narrative structures for interactive multimedia

Alternative forms of interaction

• Alternative interactive environments
• Multimodal interaction

Interactive story design

• Lab exercise 1

Digital video techniques

• Principles and methods
• Scripts and story boarding
• Shooting techniques

Digital video technologies

• Standards and formats
• Production Vs delivery technologies

Narrative structures and editing for digital video

• Narrative forms for marketing promos
• Editing techniques

Digital video production

• Lab exercise 2

Interactive digital video and multimedia production

• Final project

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand the methods and techniques used in the conception and development of digital multimedia storytelling
2. Develop critical awareness of alternative forms of interaction
3. Be able to design a concept model for an interactive story
4. Understand the principles, methods and techniques utilised in the development of digital video
5. Develop a practical understanding of the current standards, technologies and formats used in the delivery of digital video
6. Produce in a systematic manner digital video to a given brief and project schedule
7. Produce an interactive digital video and multimedia project

Course Contents

Introducing Sustainable Marketing

• The meaning of sustainability
• The root of the current crisis of unsustainable growth
• The evolution of a new paradigm: sustainable marketing

Sustainable Marketing Strategy                                    

• How to make the business case for sustainability
• Useful frameworks for understanding sustainable marketing
• How to create and implement a sustainable marketing strategy using The Natural Step Framework
• The strategy process

The Marketing Environment And Processes

• The social-cultural environment
• The economic environment
• The competitor environment
• The technology environment
• The political-legal environment
• The natural environment

Ethical Dimensions Of Sustainable Marketing

• The relationship between business and society
• Underlying principles of responsible business: Value, balance, and accountability
• The relationship between individual consumption and ethics

Consumer behaviour and the ethical consumer

• The nature of sustainable consumption
• Consumer engagement in marketing processes
• Consumer motivation and sustainable consumption
• Consumer decision processes and sustainable consumption
• Sustainability and consumer involvement
• The role of culture in sustainable consumption
• Segmentation for sustainability

Global Problems, Global Opportunities

• Global environmental challenges
• Global economic challenges
• Global government and regulatory challenges
• Global consumers and sustainable marketing
• Sustainability in global business-to-business markets

Sustainable Products And Services

• Product stewardship
• Service-dominant logic
• Product sustainability using the  Natural  Step Framework
• Developing sustainable new products
• Sustainable services
• Sustainable Branding And Packaging

Sustainability in the marketing mix

• Developing sustainable channel operations
• Sustainability In The Value Chain
• Barriers to sustainable pricing
• Sustainable pricing strategies
• The keys to sustainable marketing communication

Sustainability In The Promotion Mix—Methods, Media, and Customer Relationships

• Advertising
• Public relations and publicity
• Sales promotions
• Personal selling and trade shows
• Customer relationship management and direct marketing

Digital Media And Sustainable Marketing

• Digital communication and sustainable marketing
• Rapid innovation and change
• Consumer preference for digital media
• Digital communities driving sustainability
• Current uses of digital media in sustainable marketing communication
• Digital danger zones and antisocial media

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. To identify and interpret the impact of social, economic and environmental change
2. To the skills and knowledge to incorporate sustainability processes and thinking into marketing tactics and strategies
3. To construct a persuasive argument for sustainability response mechanisms.
4. To communicate sustainable marketing ideas to a range of stakeholders
5. To identify the principal ‘toolkits’ currently used by practitioners to recognise and appropriately resolve natural environmental and social sustainability issues in business

Course Contents

1. Registrations for internships are handled at the departmental level with the cooperation of the Careers office and the Industry liaison office at Frederick University. A departmental internship coordinator assists the student in designing the internship experience in Marketing and Digital Marketing
2. Close liaison should be attained between the university and the firm, institution, or agency in order to ensure that the aims and objectives of the program are fulfilled and a high-quality of internship is attained. For this purpose on-site visits may be carried out by the Internship coordinator to ensure that all conditions are fulfilled.
3. A number of interim reports will be submitted to enable assess and evaluate the progress of the student. The reports which should also be signed by the work / department supervisor must show the basic skills the student is expected to develop (communication, working in groups and under time constraints) as well as the duties performed and their relevance to the theory gained in class.
4. Students will be required to submit a final report for assessment before a grade is given to them. The final report which should also be signed by the work / department supervisor should include an overview of the company, the structure of the company, a detailed reference to the  duties performed and their relevance to the theory gained in class, main problems faced as well as benefits gained at work.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Integrate classroom knowledge and experience in an industrial, / practical setting in various businesses, government, or community-service work situations.
2. Translate academic principles to action, to test career interests, and to develop skills and abilities through carefully planned and supervised programs related to their degree.
3. Comprehend the contemporary turbulent and changing marketing environment.
4. Develop the appropriate communication skills necessary to communicate effectively with superiors, inferiors, colleagues and customers.
5. Work under pressure and within time constraints.
6. Learn to work in groups.

Course Contents

Inadequacy of transactional information for business analysis

• Purpose of transactional processing vs analytical processing.
• Data Warehouses
• Designing a database for analytical use.
• Extract, Transform and Load (ETL)approaches
• Populating missing data, Integration approaches
• Measures and Dimensions
• OLAP cubes. Identifying the important dimensions for analysis
• Measures and metrics
• Cube update policies
• KPIs and monitoring information
• Identifying and establishing appropriate indicators
• Monitoring performance, early warning systems
• Building appropriate BI interfaces and using them
• Using Microsoft Excel to build pivot tables, score cards, and dashboards
• Analysing information and extracting important information
• Security and privacy
• Access policies to BI tools
• Protection of private information.Level of information availability in cubes
• Establishment of ethical code of contact
• Advanced BI concepts
• Using BI interfaces for what-ifanalysis
• Data aggregation and disaggregation mechanisms– write backs
• Use of Data Mining in BI. What it is and how can it be used by a BI user

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Explain the difference between transactional data processing and analytical data processing
2. Describe the process of developing a business intelligence policy within a firm
3. Discuss security privacy and ethical issues pertaining to the use of business intelligence
4. Distinguish between dimensions, metrics and Key Performance Indicators
5. Construct efficient and effective business intelligence interfaces such as dashboards or pivot tables, using appropriate tools
6. Construct efficient and effective business intelligence interfaces such as dashboards or pivot tables, using appropriate tools

Course Contents

• Introduction to E-Commerce: Define E-Commerce (EC) and various categories, discuss content and framework of EC, major types of EC transactions, outline social commerce, elements of the digital world, business pressure and organisational response to EC, benefits of EC to organisations,consumers, and society, list limitations.
• E-Commerce Infrastructure: Describe major EC activities,processes, and infrastructure, define e-marketplaces, features, and components,E-Business models, applications, evaluation and appraisal, EC support services.
• E-Commerce Systems: Retailing EC, B2C EC products and services, e-tailing business models, online travel, digital products, online entertainment, B2B EC, models and characteristics, procurement methods, and portals, e-governance, e-learning, e-books, collaborative e-commerce.
• E-Strategy and Implementation: Apply marketing, branding, and advertising online, expand on EC strategic planning process, develop business plan and business case, strategy implementation and assessment, using metrics,impact of EC to SMEs, developing and maintain content for EC.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand and apply theoretical models and studies to understand the growth and the future e-commerce.
2. Identify e-commerce developments and techniques that can enhance an organisation.
3. Explain and draw analogies of the previous technological revolutions with current case studies, and identify the potential value of e-commerce arising.
4. Provide critical insight into the developments in e-commerce and how they have affected organisations.
5. Identify how technology and techniques can be applied to organisations to improve the results of e-commerce.

Course Contents

The students will perform the following tasks:

• collect data relevant to the research questions
• process and analyse the data
• identify results
• discuss the seresults
• interpretthese results within the context of existing literature
• draw conclusions

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Demonstrate the ability to collect data relevant to a specific research question
2. Demonstrate the ability to collect data relevant to a specific research question
3. Identify and explain results that can be derived from the above process
4. Discuss the research results in the light of the existing relevant literature
5. Prepare a relevant introduction and conclusion to the research project
6. Complete the existing 5000 word draft document to reach a final document of 12,000 words
7. Acquire skills in various domains including: writing, editing, conceptualizing, methodology, work organisation, time management, scientific rigor, academic honesty, ethics, critical thinking and creativity.

Course Contents

Nature of Business Research

• Clarify the research topic
• Attributes of a good research topic
• Rational thinking
• Refining and turning research ideas into research projects

Critically Reviewing the Literature

• Content and structure of critical review
• Literature sources available
• Planning obtaining evaluating and recording the literature

Research Strategy – Negotiating Access

• Different research strategies
• Problems and strategies to gain access
• Use contacts, overcome concerns, benefits to the organization

Data Collection using Interviews and Questionnaires

• Types of interviews
• Situations favouring qualitative research interviews
• Way to conduct interviews
• When to use questionnaires, different types and choices
• Designing the questionnaire
• Pilot testing and assessing validity

 Analysing Qualitative Data

• Categorization and Unitization
• Recognizing relationships and developing categories
• Developing and testing hypotheses to reach conclusions

Ethical Issues

• Ethics in data collection
• Ethics related to the analysis and reporting stages

Writing the Project

• Getting started with writing
• Structuring your project
• Developing an appropriate writing style

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify and understand the need for and methods to search for, extract, and synthesize information in a particular subject and topic area.
2. Evaluate and obtain information from a variety of sources.
3. Appraise information sources on the basis of quality and reliability.
4. Collect and analyze data using qualitative methods.
5. Demonstrate how different research strategies can help structure the research project.
6. Apply all the above during both the mid-term and final presentation and subsequent preparation of the research project submitted

Course Contents

1. Introduction: Research process: Steps we follow to do research.
2. Structure of a research report: Parts of a research report and what is included in each part.
3. Understanding different methodological approaches. Main research strategies and elements of a research design. Introduction to quantitative methodological approaches. Structure of a questionnaire.
4. Quantitative research: Analysis and organization of data. Analysis of two variables and the relationship between them. Examples using real data in lab, along with using appropriate software packages such as SPSS, Excel and other.
5. Statistical methods: Regression analysis (least squares method) for quantitative data. Simple Regression (between two variables). Analysis and explanation of the results.
6. Multiple regressions: analysis between more than two variables, interpretation of the results.
7. Extensions of multiple regression using dummy variables, logarithms and quadratics. Hypothesis testing using basic statistical tools on the significance of the results. Examples using real data in lab.
8. Application of all the above using questionnaire data in excel and though a project and presentation of that project.
9. Writing the report and prepare the presentation.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Comprehend the nature of research. Why do we do research?
2. Write the research report: Structure of the report
3. Understand different quantitative methodological approaches
4. Collect and analyze quantitative data (data obtained online from various organizations and use of questionnaires)
5. Describe data using basic statistics (mean-variance-quartiles etc).
6. Use of software packages for data processing.
7. Analyze and explain data results using basic estimation techniques (Regression analysis-Least squares method)
8. Apply all the above during both the mid-term and final presentation and subsequent preparation of the research project submitted

Course Contents

• Communication, social interaction and socialisation. Structure of communication, coding and decoding. Signs, context and meaning. The message and its polysemic and multi-level character. The negotiation of meaning. Freudian concepts and the subconscious.
• The social context of mass communication. The functionalist and the conflict schools. The political economy of the mass media. Media in Cyprus. Ways of seeing. The male gaze and advertising. The social structures of patriarchy and the feminist challenge. A new compromise?
• Media and democracy. Function of informing, propaganda and ideology. Liberal, elite-mass and Marxist conceptions of society. Chomsky and the manufacture of consent. Technological development and elite power. Media and authority. The construction of public opinion. Habermas: analysis of the emergence and crisis of the public sphere. The erosion of absolutism and the origins of bourgeois democracy. Print media, public debate and structural transformations.
• Hegemony and cultural politics. Master narratives. Power: expression, contestation and subversion. The culture industry and its social function. Massification of society and its culture. Commercialisation of art, homogenisation of consumers. McLuhan’s electronic age and the global village. Historical and technological progress. The dynamic of the medium. The character of electronic media.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. To understanding of the basic contours and perspectives of the analysis of mass communication.
2. To analyse the interaction of mass communication with social processes and dynamics.
3. To develop skills for research work on the media.
4. To evaluate the comparative weight of different arguments.

Course Contents

• The electronic revolution and the postindustrial society
  Digital forms of codification. Technological leap, mass diffusion and repercussions. Informatisation of production. Post Fordism and the reorganisation of the labour process. The service economy and the service logic. Immaterial labour – cognitive and affective. Expansion of communication and its use in production.
• Social networks and the network logic
  Horizontal organisation. Fluidity, temporariness, mobility and flexibility. The internet. History and socio-technical change. The digital divide. Internet culture and everyday life.
• Postmodernity
  Modern roots: the loss of the halo of art. Media as environments and the dynamics of electronic forms. Satellite television and globalisation. The employment of the internet in journalism. Cyberspace.
• Simulation and spectacle
  On line social networking. Cyberpunk: utopia and dystopia. The public sphere in the age of the internet. Blogs and forums. Political discussions and campaigns. Digital life: transformations of the erotic. Mutations and hybridities: the cyborg.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. To acquaint with the basic context of the information age.
2. To understand the links between the technological, the cultural and the political dimensions of the digital era.
3. To demonstrate an understanding on the basic sociological repercussions of the electronic and digital revolutions
4. To analyze and discuss critically codes employed in postmodernism.
5. To develop comparative arguments on different and various forms of digital culture.

Course Contents

• Accounting equation: Understanding and applying the basic accounting equation.
• Double entry bookkeeping: as applied to: assets, liabilities, capital, revenue, purchases and Expenses. Be able to balance off accounts.
• Returns and carriage: Understanding and applying the accounting treatment of returns and carriage.
• The ledger and its possible sub-divisions: Understanding the distinction between personal, real and nominal accounts.
• Discounts: Applying the accounting treatment of discounts.
• Capital and revenue expenditure: Understanding the distinction between capital and revenue expenditure.
• Trial balance: The extraction of the Trial Balance from the ledger accounts.
• Final Accounts: Introduction to Final accounts.
• Adjustments to the final accounts:  These include adjustments for accruals, depreciation, prepayments, bad debts and the provision for bad debts.
• Preparing final accounts: Preparing the Trading and Profit and Loss Account and Balance Sheet after dealing with adjustments.
• Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the basic principles underlying the recording of business transactions and have the ability to prepare accounts for sole traders.
2. Apply the concept of double entry bookkeeping and also be in a position to prepare a Trading and a Profit and Loss Account for a sole trader-involving end of year adjustments.
3. Understand the notion of profit and its significance in the successful continuation of a business and calculate its value
4. Examine the concept of profit in accounting to that of profit and competitiveness in other business disciplines.
5. Use the understanding of accounting to evaluate the performance of companies.

Course Contents

• Introduction to macroeconomics: Objectives of macroeconomic analysis. Main macroeconomic variables: output, employment, price level. Employment vs. unemployment. Aggregate supply and aggregate demand
• Measuring macroeconomic activity: Identifying GDP: final goods vs. intermediate goods; value added. Three approaches to measuring GDP. The expenditure approach. Economic decision makers and their spending. The Income approach. Primary income vs. final income. Factor payments vs. transfer payments. Income approach vs. expenditure approach. NDP and domestic income. Private income and disposable income. GDP deflator: real vs. nominal GDP. GDP shortcomings
• Aggregate expenditures: Consumption spending: consumption function and consumption curve. Factors, determining the slope of the consumption curve and factors, determining its position. The savings function. Gross private investment demand – definition, components and determinants. Government spending. The import’s function.
• The dynamics of macroeconomic equilibrium: Macroeconomic equilibrium: AE = Y.  Planned vs. actual spending and disequilibrium. The role of inventories. Injections and leakages. The equilibrium condition: Injections = Leakages.  The simple multiplier. The complete multiplier and its constraints. Macroeconomic fluctuations and the business cycle.
• Fiscal policy: Definition and typology.  Goals and instruments of fiscal policy. The government budget. Deficits and surpluses. The demand side fiscal policy: determinants and effectiveness. The budget multiplier. Empirical evidence on the effectiveness of fiscal policy.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the key concepts of macroeconomics, the objectives and instruments of macroeconomic analysis.
2. Analyze outcomes of economic activity: Gross Domestic Product, real and nominal GDP, price indexes and employment and unemployment.
3. Compare and contrast different approaches to measuring GDP
4. Identify and quantify aggregate expenditures; analyze their determinants and apply them in problem solving
5. Integrate concepts of macroeconomic equilibrium and appraise its dynamics.
6. Derive the simple and the complete multiplier and interpret its constraints.
7. Evaluate business fluctuations and apply the theory of business cycle to the analysis of the current economic slowdown.
8. Define and categorize the types of fiscal policy and debate their controversies

Course Contents

CHAPTER 1- Changing Word of Sales Management

• Overview of the Sales Person
• Sales Management Process
• Sales Management Trends
• Effective Sales Managers

CHAPTER 2- Overview of Personal Selling

• Building Long term Relationships
• Contributions of Personal Selling

CHAPTER 3 – Organizational Strategies and the Sales Function

• Customer Relationship Management
• Marketing Strategy and Sales Force
• Organizational Buyer Behaviour

CHAPTER 4 – Sales Organization Structure and Sales Force Development

• Sales Organization Structures
• Comparing Sales Organization Structures

CHAPTER 5 – Staffing the Sales Force: Recruitment & Selection

• Importance of Recruitment and Selection
• Recruitment and Selection Process
• Legal and Ethical Considerations in Recruitment and Selection

CHAPTER 6 – Development of the Sales Force: Sales Training

• Role of Sales Training in Sales force
• Sales Training as a Crucial Investment
• Ethical and Legal Issues

CHAPTER 7 – Sales Leadership

• Contemporary Views of Sales Leadership
• A Leadership Model for sales Management
• Problems in Leadership

CHAPTER 8 – Motivation and Reward System

• Types of Sales Force Rewards
• Financial Compensation
• Non Financial Compensation
• Guidelines for Motivating and Rewarding Sales People

CHAPTER 9 – Evaluating the Performance of Sales People

• Sales Person Performance Evaluations

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognize the importance/nature of sales management
2. Understand the complementary function of sales management in relation to the other promotional methods/tools.
3. Apply the theory of personal selling process.
4. Outline the concept of relationship selling. Outline the essential selling skills.
5. Evaluate the attributes of effective sales personnel and compare the various compensation methods.
6. Design effective sales presentations and plan for effective sales training schemes.

Course Contents

• Introduction to management and organizations (Chapter 1) : Who are managers? What is management? What do managers do? What is an organization, and how is the concept of an organization changing? Why study management?
• Management history (Chapter 2) : Historical background of management. Classical approach. Quantitative approach to management. Behavioural approach. Contingency approach
• Organizational culture and environment (Chapter 3-5) : The manager: omnipotent or symbolic? The organization’s culture. Current organizational culture issues
• Managers as decision makers (Chapter 6) : The decision-making process. Types of decisions and decision-making conditions
• Foundations of planning (Chapter 7-10) : The what and why of planning. How do managers plan? Setting goals and developing plans
• Managing teams (Chapter 11) : Groups and group development. Work group performance and satisfaction
• Managing change and innovation (Chapter 12-14) :  The change process. Types of organizational change. Managing resistance to change. Contemporary issues in managing change
• Motivating employees (Chapter 15) : What is motivation? Early theories of motivation. Contemporary theories of motivation. Current Issues In Motivation
• Managers as leaders (Chapter 16) : Who are leaders, and what is leadership. Early leadership theories. Contingency theories of leadership. Contemporary views on leadership. Leadership issues in the twenty-first century.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Explain the main functions of management.
2. Analyse and interpret the evolution of management thought from a variety of perspectives
3. Identify stakeholders of a company and understand the impact of ethics on business organizations.
4. Describe how the cognitive biases can lead managers to make poor decisions, and explain the techniques that can improve group decision making.
5. Define the nature and purpose of planning. Classify the types of goals organizations might have and the plans they use.
6. Explain why groups and teams are key contributors to organizational effectiveness
7. Explain the importance of motivation for the workforce and analyse motivation from various theoretical perspectives
8. Explain what leadership is and when leaders are effective and ineffective.

Course Contents

• Forecasting. The components of time series.
• Smoothing methods (simple moving averages, weighted moving averages, exponential smoothing)
• Trend projection. Forecasting a time series with trend and seasonal components. Regression and mean square error.
• De-seasonalisation.
• The structure of a waiting line system. Classification of waiting line models. Little’s flow equations
• The single-channel waiting line model with Poisson arrivals and exponential service times. The multiple-channel waiting line model with Poisson arrivals and exponential service times. The single-channel waiting line model with Poisson arrivals and arbitrary service times.
• Sensitivity Analysis in Linear Programming.
• Transportation and the assignment problem.
• Simplex Method – Applications.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Forecasting. The components of time series.
2. Smoothing methods (simple moving averages, weighted moving averages, exponential smoothing)
3. Trend projection. Forecasting a time series with trend and seasonal components. Regression and mean square error.
4. De-seasonalisation.
5. The structure of a waiting line system. Classification of waiting line models. Little’s flow equations
6. The single-channel waiting line model with Poisson arrivals and exponential service times. The multiple-channel waiting line model with Poisson arrivals and exponential service times. The single-channel waiting line model with Poisson arrivals and arbitrary service times.
7. Sensitivity Analysis in Linear Programming.
8. Transportation and the assignment problem.
9. Simplex Method – Applications.

Course Contents

1. Opportunity recognition for a new business venture
2. Reasons for writing a business plan
3. Feasibility analysis for a new business idea
4. Industry analysis
5. Market analysis
6. Developing the right marketing mix and marketingplan
7. Management team and structure
8. Operations plan and product (service) developmentplan
9. Managing start-up, fixed and variable cost,pro-forma financial statements, break-even analysis, cash flow analysis.
10. Presenting the business planwith confidence

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

Course Contents

• Computer Networks and the Internet: Impact of networks in daily lives. The role of data networking in the human network. Key components of any data network. Opportunities and challenges posed by converged networks. Characteristics of network architectures: fault tolerance, scalability, quality of service and security.
• Communicating over the Network: Structure of a network, including the devices and media that are necessary for successful communications. The function of protocols in network communications. Advantages of using a layered model to describe network functionality. The role of each layer in two recognized network models: The TCP/IP model and the OSI model. The importance of addressing and naming schemes in network communications.
• Application Layer Functionality and Protocols: Use of the Application Layer to communicate across the information network. Functionalities of well-known TCP/IP applications and their related services (HTTP, DNS, SMB, DHCP, SMTP/POP, and Telnet). File-sharing processes, peer-to-peer applications, the Gnutella protocol.
• OSI Transport Layer: The need for the Transport layer. The role of the Transport layer. TCP/IP Transport layer protocols: TCP and UDP. Key functions of the Transport layer, including reliability, port addressing, and segmentation. How TCP and UDP each handle key functions. Examples of applications that use TCP or UDP protocol.
• OSI Network Layer: The role of the Network layer. Internet Protocol (IP) and its features for providing connectionless and best-effort service. Principles used to guide the division, or grouping, of devices into networks. Hierarchical addressing of devices. The fundamentals of routes, next-hop addresses, and packet forwarding to a destination network.
• Addressing the Network – IPv4: The structure of IP addressing. Classification of IPv4 addresses. How addresses are assigned to networks by ISPs and within networks by administrators. The network portion of the host address, and the role of the subnet mask in dividing networks. Calculation of appropriate addressing components, given IPv4 addressing information and design criteria. Common testing utilities to verify and test network connectivity and operational status of the IP protocol stack on a host. Network Address Translation (NAT).
• Data Link Layer: The role of Data Link layer protocols in data transmission. Different types of media access control methods. Common logical network topologies and their correlation to the media access control method for that network. Encapsulation of packets into frames to facilitate media access. Layer 2 frame structure and its generic fields. The role of key frame header and trailer fields, including addressing, QoS, type of protocol, and Frame Check Sequence.
• OSI Physical Layer: The role of Physical layer protocols and services in supporting communication across data networks. Physical layer signaling and encoding. The role of signals. The basic characteristics of copper, fiber, and wireless network media, and their common uses.
• Ethernet: The evolution of Ethernet. The fields of the Ethernet Frame. The function and characteristics of the media access control method used by Ethernet protocol (CSMA/CD). The Physical and Data Link layer features of Ethernet. Ethernet hubs and switches. Address Resolution Protocol (ARP).
• Planning and Cabling Networks: Basic network media required to make a LAN connection. Types of connections for intermediate and end device connections in a LAN. Pinout configurations for straight-through and crossover cables. Different cabling types, standards, and ports used for WAN connections. The importance of network designs.
• Configuring and Testing your Network: The role of the Internetwork Operating System (IOS). Purpose of a configuration file. Factors contributing to the set of IOS commands available to a device. IOS modes of operation. Basic IOS commands.
• Laboratory Work: Introduce students with an understanding of how data is transmitted over the network, and get familiar with the layered-design of network protocols, through laboratory exercises, using computer simulations and/or packet analysis software.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Recognize, and apply the essential concepts, design principles of data and computer networks.
2. Define the functionality and the services provided by the layers of the OSI model, and examine the concepts and issues related to the Internet layers and protocols.
3. Analyse the requirements of a computer network, and deduce the network, broadcast, subnet, host IP addresses.
4. Design and evaluate computer networks with the aid of computer simulations.
5. Illustrate the behaviour of Internet protocols and applications with the aid of packet analysis software.

Course Contents

• Principles of Software Engineering: Design – User Interface (Menus and GUIs), Design Principles and Guidelines Interface Design.
• Modularity – Components  type, size and complexity, Information hiding, Coupling and cohesion, OO Programming.
• Structured Programming – Selecting Control Structures.
• Data Flow Design – Identifying data flows, Creation of structure chart. Data Structure Design. OO Design.
• Process Models – The Waterfall Model. The spiral model. Prototyping. Incremental Development. Open-Source. Extreme Programming. The unified Process.
• Project Management – Teams. Software Metrics and quality assurance. Management.Introduction to Databases: Databases and Database Users, Database System Concepts and Architecture, Data Modeling Using the Entity-Relationship (ER) Model, Conceptual Model, The Enhanced Entity-Relationship (EER) Model, The Relational Data Model and Relational Database Constraints, Relational Database Design by ER, EER-to-Relational Mapping, Normalization for Relational Databases.
• Introduction to Structured Query Language (SQL): Queries ( Select, From, Where clause, Like clause, Having clause, Order By clause, Count, Group By, Join Inner/Right, Outer/Left Join).
• DDL: Create Table, Alter Table, Truncate Table, Drop Table.
• DML: Insert Into statement, Update statement, Delete From statement.Java Programming Language: History, Introduction to Java, Selecting a Development Tool (JDK, SDK etc.), JDK Contents (java, javac, javadoc etc) Compile and run from command line.  NetBeans. Encapsulation. Library Classes. Inheritance. Polymorphism. Packages. Abstraction and Interfaces. Exceptions and exception handlers. Input/output Mechanisms. Objects and Instances. Constructors. Setters and Getters.
• Java Database Connectivity (JDBC): Connecting to JDBC data source. Querying JDBC data source. Manipulating databases with JDBC. Example Application.Laboratory Work: Design and develop fully functioning and well-behaved database systems using SQL, applications using Java Object-oriented programming language as well as their integration using JDBC.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Describe modern practices in the development of software and introduce the principles of software engineering.
2. Explain the key aspects for developing robust software including modularity, object orientation, reusability and human interface design.
3. Explain and critically evaluate the key process models for constructing software (waterfall, spiral, prototyping, agile).
4. Examine project management and feasibility analysis issues related to software projects.
5. Explain and show the ability to implement concepts related to the design and utilization of database management systems using SQL.
6. Demonstrate basic knowledge in developing Java Object-oriented applications.
7. Demonstrate basic knowledge on the integration of Java and SQL using JDBC.

Course Contents

• Introduction on Wireless and Mobile Networks: Satellite Networks, Wireless PAN, LAN, WANs, Cellular Networks, Signal Propagation, Multiplexing, Wireless Sensor Networks, Ad-Hoc Networks, Mobile Ad-hoc Networks, Vehicular Ad-hoc Networks, RFID, NFC.
• Distributed Computing: Centralized,client/server architecture, distributed systems, strengths and weaknesses, message passing, distributed objects,  remote procedure calls (RPC), Middlewares, Java Remote Method Invocation (Java RMI), CORBA.
• Mobile Computing: Motivation,Challenges, Models, Databases and Mobile Computing, Mobile Agents, Data Management, Disconnections, Weak Connectivity, Mobility, Failure Recovery.
• Pervasive and Ubiquitous Computing: Vision, Motivation, Challenges, Sensing in Ubiquitous computing,UbiComp Systems, Applications
• Next-generation Mobile Systems: Smartphones and Tablets.
• Context-aware computing: Context-Awareness,Context, Challenges, Handling multiple contexts, Applications,Location-awareness, Localization
• Smartphones: History and evolution, Operating Systems, Technologies, Tools and Platforms, Market places and stores, Market-share and Monetization
• Laboratory: Introduction on Smartphones OSs (Windows Phone, Android, iOS, Blackberry), Development on Windows Phone 7 & 8, Application Fundamentals, User Interface, Working with Controllers, Working with Resources, Working with Sensors, Using Maps, Using Services, Localization.Industrial Lectures and Workshops

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. By the end of the course, the students should be able to:
2. Understand the major concepts and components of wireless and mobile networks
3. Describe and discuss the next generation mobile systems (e.g., smartphones, tablets) and their application areas.
4. Introduce the principles of distributed computing, mobile computing and their applications
5. Describe and discuss the emerging topics (vision, motivation, challenges) of pervasive and ubiquitous computing as well as context-aware computing and their applications
6. Explain and show the ability to implement concepts related to the design and utilization of smart (mobile) systems.
7. Demonstrate basic knowledge in developing smartphone applications using various platforms, toolkits, APIs and third-party libraries.

Course Contents

• Part 1: Review of Networking Essentials: Networking Layers and the TCP/IP stack. Sockets. Common Internet applications and their protocols. Understanding HTTP, SMTP, POP3 and other dominant protocols. Elementary socket programming. Packet analysing.
• Part 2: Web Content Development: Syntax of XHTML, Basics of web page construction. Web page presentation and web browsers. Page Styling. Advanced Design features with CCS3. Principles of web design, design and usability issues. HTML5.
• Part 3: Programmatic Support in Web Applications: Client-side versus server-side programming. Client-side technologies. The DOM structure. The JavaScript language and client-side applications. Elementary server-side programming. PHP code. Basics of server-side data management (variable visibility, containers). Cookies and session tracking.
• Part 4: XML Documents and the future of the Web (2 weeks): The XML meta-language. XML languages and documents. Well-formed and valid documents. XML language definition (DTD, XSD). Impact of XML on Internet development. The receding of XML today and the emergence of alternative approaches. Introduction to the Semantic Web and Web 2.0.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Describe and explain how the main application-layer protocols (for web, email, etc) operate and discuss their actual usage in the Internet.
2. Design and construct high-quality static web pages using XHTML and CSS.
3. Evaluate the differences between client-side and server-side programming, be familiar with the dominant programming languages that support each type, and argue on the efficiency/effectiveness of each on various scenarios.
4. Develop client-side web programs employing technologies such as JavaScript and employ commonly used libraries such as JQuery.
5. Construct elementary server-side components to process HTTP requests in PHP.
6. Discuss the impact of XML technologies in the development of the web and evaluate and critique the emergence of the Semantic Web. Appreciate the impact of various emerging technologies in the Internet domain (e.g. HTML5, web services).

Course Contents

• Finance and the Financial Manager: Issues analyzed in the finance field, the different forms of business organizations and their advantages-disadvantages, main functions of financial manager, agency problems between the claimholders of the firm and proposed solutions.
• The opportunity cost of capital and time value of money: Definition of the concept of the opportunity cost of capital and time value of money, compounding of interest and calculation of future values, discounting and the Net Present Value (NPV), the relation of opportunity cost with project risk, the rate of return rule and investment decisions in two-periods, the role of financial markets in allocating current and future consumption.
• Present value, simple and compound interest and applications: Future values for multi-period problems, the Net Present Value approach with multi-period problems, simple and compound interest calculations, present value short-cuts for special cases of present value calculations, present value analysis in the presence of inflation, real and nominal rates of interest, application of the present value approach for calculating the present value of a bank loan based on instalments paid, bank effective interest rate and its connection with the compounding of interest, introduction to bond valuation and bond terminology, the present value analysis applied to valuation of bonds.
• Alternative methods for investment appraisal: The payback method for investment appraisal, the book rate of return and the internal rate of return method for investment appraisal, the properties of a proper investment appraisal method, identification of the situations where the payback, the book rate of return and the internal rate of return method may be invalidated, the problem of investment under budget constraints and solutions using profitability index and linear programming.

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Describe the issues involved in the finance field, the types of organization of firms and the role of the financial manager
2. Describe the issues involved in the finance field, the types of organization of firms and the role of the financial manager
3. Solve problems involving mutually exclusive alternatives.
4. Apply the present value approach to alternative business finance problems including bank loans and bond valuation.
5. Discuss the differences between alternative methods for project appraisal (Internal Rate of Return and Payback) and describe their disadvantages compared to the Net Present Value approach
6. Solve problems with current period budget constraints
7. Formulate and solve problems with multi-period budget constraints with linear programming

Course Contents

Brands and Brand Management

• What is a Brand?
• Branding Challenges & Opportunities
• The Brand Equity Concept
• Strategic Brand Management Process

Customer-based brand equity

• Making a Brand Strong
• Sources of Brand Equity
• The 4 Steps of Strong Brand Building
• Creating Customer Value

Brand Positioning

• Establishing Brand Positioning
• Positioning Guidelines
• Internal Branding
• Brand Audits

Designing marketing programmes to build brand equity

• The New Media Environment
• Marketing Communication Options
• Developing IMC Programs

LeveragingSecondary Brand Associations to Build Brand Equity

• Country of Origin Effects
• Channels of Distribution
• Co-Branding Licensing
• Celebrity Endorsement

Developing a Brand Equity Measurement & Management System

• The Brand Value Chain
• Designing Brand Tracking Studies
• Brand Equity Management System

Designing and Implementing Branding Strategies

• Brand Architecture
• Brand Hierarchy
• Designing a Branding Strategy

Introducing and naming new products and brand extensions

• Advantages of Brand Extensions
• Disadvantages of Brand Extensions
• Consumer Evaluation of Brand Extensions

Managing brands over time

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Identify the Brand Management components
2. Comprehend new product introduction and branding
3. Design, implement and evaluate Branding strategies.
4. Identify the importance of brand equity
5. Evaluate sources and outcomes of “Brand equity”

Course Contents

Defining public relations

• Communication -Goals of Communication

Public Opinion

• What are attitudes and how are they influenced?
• Winning and losing reputations

Management

• The public relations plan
• Evaluating the campaign

Crisis Management

• Integrated Marketing Communications
• Public relations vs. marketing vs.advertising
• Product publicity, third-party endorsements
• Public relations advertising

Community Relations

• Community social responsibility
• Community relations objectives
• Non-profit public relations
• Media relations

Media Relations/Print & Broadcast

• Print
• Electronic media – Dealing with the media–
• Attracting publicity, value of publicity –
• Pitching publicity, online publicity,handling media interviews

Public Relations and Social Media

• Websites, email
• Email newsletters, instant messaging,texting, blogs
• Social  networking sites, twitter, photo/video sharing

Definition of Sponsorship

• Reasons for the growth of Sponsorship
• Sponsorship considerations
• Risks associated with sponsorship

Forms of sponsorship

• Sports sponsorship
• Arts sponsorship
• Cause related sponsorship

Segmentation and sponsorship selection

• Using segmentation and targeting to select sponsored properties

Learning Outcomes of the course unit

By the end of the course, the students should be able to:

1. Understand how public relations can enable organisations to achieve marketing and corporate objectives
2. Use knowledge of relevant theories to enhance organisations’ image
3. Appreciate the ethical and societal context in which public relations operates
4. Understand sponsorships and how they relate to segmentation, target marketing and integrated marketing communication
5. Understand how to develop sponsorships

Part 2: Project planning and scheduling