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Business Studies (Marketing) - BA (Hons)

BA (Hons) in Business Studies (Marketing)

BA (Hons) in Business Studies (Marketing)

Course duration: 3 years

Degree Title: Successful graduates are awarded the undergraduate degree of the University of York.
Bachelor of Arts (Honours) in Business Studies (Marketing) 
The title is awarded directly by the University of York.
The degree is recognised by UK ENIC.

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Fees (Early Bird Scholarships)

We encourage you to take advantage of our Early Bird Scholarships scheme to save on tuition fees and secure your spot.

For more information, please fill in the form above or call us at (+30) 2310-224026.

 

The programme

Marketing is the insightful process of thinking about and planning for markets. The process starts with researching the marketplace and understanding its dynamics. The marketer uses research to identify opportunities, that is, to find individuals or groups of people with unmet needs or a latent interest in a product or service. The marketing process involves segmenting the market and choosing those target markets that the company can satisfy in a superior way. The company must formulate a broad strategy and define a specific marketing mix and action plan to optimize its long-term performance.

The study of marketing includes the analysis of the market, development of products to meet customer demand, and the planning and implementation of a wide range of operations including advertising, promotion, distribution, pricing and market research. The increase of international competition has led to a vital need for marketing expertise in all areas of business including non-profit organizations such as charities and the arts.

Our intensive courses cover a wide range of topics such as market research, product development, consumer behavior, marketing strategy, advertising, information systems, accounting and international marketing.

Graduates from the Business Administration and Economics Department at CITY College, University of York Europe Campus will possess a thorough knowledge and understanding of the above areas and will have the ability to put those skills into practice. The graduates from our Department will be the successful business executives of tomorrow. The depth of their knowledge and their specialization will enable them to pursue successful careers in marketing departments in the public or private sector, in financial institutions, in the industrial sector and even in the services sector.

Special features of the programme

Mock Job Interviews, Re-packaging project, Use of Digital Technologies, Viral Videos, Volunteering Work, Practicum, Crash Courses: Find out more about these special features of the programme our students benefit from.

 

Why choose this course?

  • D​egree from one of the world’s top universities, the University of York.
     
  • Opportunities for potential placements and internships in marketing agencies and/or in-house marketing departments, assisting students to embark their career while studying. More about our career services.
     
  • Specialised programme of studies focusing on latest marketing theory and practice.
     
  • Taught by a team of experienced academics and professionals.
     
  • Specialised lectures by leading practitioners in marketing coming from various top ranking companies.
     
  • Simulation software marketing game for application and skill development.
     
  • Workbooks used in certain modules for implementation and hands-on experience.
     
  • Taking on real life projects on behalf of companies enable students to work on marketing issues and develop their skills.
     
  • Workshops designed in such a way to enhance competencies. Students can work and develop real plans for real companies.
     
  • Company visits to successful marketing agencies and marketing departments of companies.

Practicum - A real-life project for final year students
The Practicum is part of the programme of studies of all the Bachelors programmes of the Business Administration & Economics Department. Final year students have the opportunity to work on real-life projects in companies or organisations, practise their skills and knowledge, and better understand the links between business theory and practice in authentic settings. 
View some of our students' practicum projects

More reasons why:

  • Individual care for students and their progress and development.
    Development of important attributes necessary for a successful career such as: teamwork, flexibility, ethos, cultural agility, communication, critical and analytical thinking and decision making skills.
     
  • Strong links with the industry and our alumni.
     
  • Supportive learning environment with a wide range of support services available to students.
    Student Services
     
  • Free participation in sports and clubs activities.
    Sports@CITY | Clubs
     
  • Our state of the art library, the Information and Learning Commons (ILC) fully supports our students’ study experience.
    Our state of the art Library
     
  • Participation in eventsseminars and workshops by successful professionals who share their expertise with students.

CITY College LibraryCITY College LibraryCITY College LibraryCITY College LibraryCITY College SportsCITY College SportsPaintball event by CITY College Students’ Union (CSU)Boat trip to ChalkidikiCITY College Running Team at the 11th ‘Alexander the Great’ International MarathonCITY College Gaming ClubCITY College students strolling around ThessalonikiCITY College students strolling around ThessalonikiAlterlife WH7 fitness centreAlterlife WH7 fitness centreAlterlife WH7 fitness centre

 

Recognition of degress Accreditation and recognition The Department

Stage 1

 

Stage 2

Units to the value of twenty credits from the following

 

Stage 3

 

 

 

Stage 1

Principles of Management
Individuals working in organizations in the twenty-first century will have a greater need than ever for effective management skills.  As fierce global competition is expected to continue to accelerate it is these skills that will help to differentiate organizations.  Gaining and sustaining a competitive advantage will become more critical to survival and success. 
Students attending this course will be given the opportunity for an in-depth understanding of the basic management functions to be utilized in further courses and in their everyday working lives including: planning, organizing, leading and controlling.  Emphasis will be given entrepreneurship and innovation in an era in which innovating quickly to stay ahead of competition, has become more important than ever. Back to top

Principles of Marketing
Marketing is the business activity that identifies developing and changing marketing needs, designates market segments. The company can appeal to effectively, develops products and services that satisfy needs of target customers, prices, promotes and uses the most appropriate channels to make these products and services available. 
Marketing activities apparently have not changed. The environment though where marketing is practised has changed considerably in the past two decades. Fierce competition, very short product life cycles, global markets, internet and its applications create a very challenging environment for today’s enterprises where marketing has become indispensable. This unit provides a good understanding of all the main concepts of marketing in the contemporary environment. Back to top

Quantitative Methods for Business and Finance
This introductory unit provides an understanding of the basic mathematical and statistical methods required for the study of business related problems. This course satisfies the mathematics competency requirements for a first year student in business.
This unit aims to develop students’ mathematical skills and provide them with the necessary tools to address business, financial and statistical problems. Back to top

Principles of Business Statistics
This introductory unit provides an understanding of the basic statistical methods required for the study of business related problems. The unit introduces students to the assumptions, concepts and techniques used by statisticians to make decisions.
The aim of this unit is to develop basic statistical skills so students can apply them to business problems. Emphasis will be given to estimation and hypothesis testing and regression which have a potential role in a manager’s decision making process. Back to top

Information Technology for Management
The field of IT is growing rapidly, especially with the introduction of the Internet and e-commerce, so the organisational impacts keep increasing. The unit elaborates on the functional relevance of IT not only within the entire organisation but in inter-organisational settings as well. It teaches to students that managing information resources, new technologies, and communication networks is becoming a –or even the- critical success factor in the operations of many organisations, private and public, and will be essential to the survival of organisations in the digital economy. Back to top

Principles of Accounting
The aim of accounting is to provide information about the operations of a business such as what they own, what they owe, whether or not it earned a profit and how cash flowed in and out of the business. 
In the business context, accounting may be viewed as an information system that measures, processes and communicates information, primarily financial in nature, about a business entity for the purpose of making business decisions. This information is not only important to business management, but it is also meaningful to business owners, creditors, unions, government authorities, investors, etc. An important aspect is to explore the techniques for presenting a company’s financial position, earnings and performance. Back to top

Academic English Skills
This unit instructs students in all aspects of academic communication including writing, reading, speaking and listening as well as offering opportunities for vocabulary enrichment and lexical and structural improvement specific to academic communication. The unit also provides space for students to consider how technology is used in the academic communication process. Using a variety of different teaching and learning methods students will be given the opportunity to practice and improve their overall use of academic English so that by the end of the course they are proficient in the specifics of academic discourse appropriate to their field of study. This unit acts as a support  mechanism to the linguistic demands expected of students in their core subjects i.e. Computer Science, Business or Psychology. The unit seeks to improve overall language use through contemporary issues that relate to the role of the individual in contemporary society, as well as those pertinent to the student’s own field of study. Back to top

European Union
The course consists in a critical presentation of the creation, the content and the future of the E.U. It introduces key developments, institutions and policies. All the critical points are discussed from a political, historical and economic point of view. Specific attention will be given to the today economic crisis in the European Union. Back to top

Principles of Microeconomics
This unit aims to introduce students to Microeconomics by providing students with a detailed analysis of the operation of the different microeconomic markets and the factors of production, focusing on the behaviour of households and firms. Students will acquire an in depth knowledge of the main economic assumptions that are a prerequisite for any economic analysis. More specifically, a thorough analysis of the main economic issues will be presented which span from scarcity, opportunity costs and production possibilities, comparative advantage, supply and demand, costs, revenues, product pricing and outputs, efficiency and the role of government. Through the material covered the student will acquire the basic economic knowledge that will support future decisions on economic issues and will enhance her/his skills with respect to the application, analysis, synthesis and evaluation of the various microeconomic phenomena. Back to top

Principles of Macroeconomics
This unit aims to introduce students to Macroeconomics by providing students with a detailed analysis of the different macroeconomic issues. Students will be able to formulate valid economic policy suggestions based on the most important macroeconomic models, through the use of scientific tools. Therefore, the student will be able to address valid and documented suggestions of economic policy which will be scientifically verified. Through the material covered the student will acquire the basic macroeconomic knowledge that will support future decisions on economic issues and will enhance her/his skills with respect to the application, analysis, synthesis and evaluation of the various macroeconomic phenomena. Back to top

Introduction to Business Law
This unit is designed to provide students with an understanding of law and its relationship with business. After an overview of the historical, political and sociological background of law students will study sources of law, the structure of law, legal systems and the development of European and international law in a multi-jurisdictional world. A particular emphasis will be put on the relationship of law and business through the study of contracts. Back to top

Development of Early Career Skills
The unit explores the importance of communication in the business environment. The unit aims to provide students with both theoretical issues and practical skills. Job interviews, preparation of a CV, team work, writing business reports and presentation skills will be developed throughout the semester. The communication process will be analysed and emphasis is given to listening and the non-verbal elements of our interactions with other people. The course places special emphasis on the social context of business and explores communication among and within groups as well as considering communicational codes and messages. The required skills for an effective communication will be analysed together with the social context. Back to top

 

Stage 2

Corporate Sustainability
This unit explores the different dimensions of corporate sustainability and how social and environmental goals are as important as economic and financial goals for business. The unit focuses on social and environmental performance and how they can lead to better economic and financial results, to competitive advantage and to stakeholders’ satisfaction. Through case studies the unit explores how business deals with social and environmental challenges and how this translates into business strategies. Emphasis will be put on measuring results and reporting them. Back to top

Organisational Behavior
The unit covers particular issues about the study of individual, group and structural behaviour within organisations. In particular, the unit examines the impact of the human behaviour issues on organisational performance and success. It is widely recognised that the knowledge of organisational behaviour is critical in modern corporations and public bodies and determines in a high rate their effectiveness and efficiency. Back to top

Financial Management
Financial management is concerned with the duties of the financial manager in the business firm. Therefore the primary objective of the module is to rigorously elaborate on theoretical as well as practical aspects of the major decision areas of financial management, such as fund raising and investing. As most of the advances in financial management are based on the interaction between decision making and capital market behaviour, this unit will therefore focus on capital market theory as well. Back to top

Marketing Management Strategies
In today’s world it sometimes seems that change is the only constant. Managers of both profit and non-profit oriented organisations face an environment characterised by: rapidly changing technology; competition that is increasingly multinational in scope. These changes have important implications for marketing decisions in an organisation.  This unit provides the concepts, tools, and decision making approaches that perspective marketing managers need, to carry out their specialised roles and responsibilities.  Furthermore, the specific unit deals with innovative techniques in marketing and the current trends in corporate marketing management. Back to top

Decision Making with IT
Information Technology (IT) is in a constant state of evolutionary change. IT now enables the transformation of business supply chains into networks of collaborating business organisations adopting structures built around business processes exploiting core competencies. Before businesses can reap the benefits of such change, managers need to be able to exploit IT to make better operational, tactical and strategic decisions. This involves not only routine internal decisions, but also one-off unanticipated decisions and decisions involving collaborating organisations.
As a consequence, effective business managers need to remain current in terms of the IT available and to acquire the concepts and skills involved in analysing, designing and implementing the Management Information Systems (MIS) which are needed to provide the information used in the decision making process. They need to understand the nature of management decisions and the decision making process itself.Without such knowledge managers will not be equipped to work alongside systems analysts and other IT professionals and play a full part in the process of MIS provision. Ultimately it is the role of managers to interpret and apply information in order to be more effective in their jobs, and thereby to be fully involved in the process of transforming their organisation to be capable of working in an IT enabled supply chain network. Back to top

Management Accounting
Management accounting serves the multiple information needs of managers. It consists of accounting techniques and procedures for gathering and reporting financial, production, and distribution data to meet management's information needs.
Management accountants are now facing a great challenge, as globalisation and automation are the key characteristics of the new business environment. The management in general and management accountants in particular, need to obtain information about these changes, interpret it and use it in their decision-making in order to remain competitive. Back to top

Operations Management
Operations Management (OM) is concerned with creating the products and services upon which we all depend. Creating products and services is the very reason for any organization’s existence, whether that organization is large or small, manufacturing or service, for-profit or not-for-profit. Operations management is also at the centre of so many of the changes affecting the business world – changes in customer preference, changes in supply networks brought about by internet-based technologies, and changes in the extent of environmental responsibility that we expect from companies. Promoting the creativity which will allow organizations to respond to so many changes is becoming the prime task of operations managers. Back to top

Consumer Behavior
Consumer buyer behaviour patterns are complex and rapidly evolving, because consumers are human beings that their actions are irrational, emotional and difficult to predict. The unit sheds light to consumer behaviour by examining the internal and external environmental factors that affect the consumer decision-making process. Finally, the unit equips students by exposing them to theoretical tools that will enable them to comprehend consumer consumption patterns so as to devise appropriate marketing strategies that will respect consumer requirements. Back to top

Current Issues in Business Law
This unit is designed to provide students with an understanding of current issues in business law. It aims at providing specific and useful legal knowledge to business students. Emphasis is put on the evolution of the legal framework in a global business world and on specific issues of European law (competition law, GDPR). Topics include dispute settlements, intellectual property, and the regulation of international trade. Back to top

Financial Institutions & Markets
This unit provides an introduction to the structure and operations of the different financial institutions and markets currently existing within the evolving financial system.  It explores the functions performed by a financial system, the structure and classification of the financial institutions and markets, the various instruments traded on the markets, the role of the Central Bank, the need for financial regulation and the causes/effects of financial crises.  Special emphasis is given to the various financial innovations that characterise the moder. Back to top

Case Studies in Digital Transformation
The rate and magnitude of the changes underway are already affecting our world in profound ways. Innovations in mobile technology, the Internet of Things, and robotics are reshaping consumer behaviour and business trends. They’re affecting people’s work and social relationships. Organizations that are looking to the future have acknowledged this and are trying to adapt to stay relevant and drive growth. Companies, governments, and non-profits all have the power to accomplish good things with the advances in robotics, artificial intelligence, and Internet of things. Digital transformation is all about figuring that out.
This unit deals with several of the transformations that have arisen in contemporary organisations as a result of the implementation and utilisation of information systems. A selection of case studies to explore, familiarise and identify the challenges/opportunities that have arisen in contemporary organisations focusing on: Industry 4.0, Fintech - blockchain, digital currencies, social media; The new types of jobs & organizational structures in the digitalized enterprise; Digital Consumption; e-commerce, e-Healthcare, big data, digital security, privacy and ethics. Back to top

International Political Economy
The course is an introduction to international politics. It reviews the mainstream international relations theories. It discusses the evolution of these theories and critically evaluates their theoretical as well as empirical value.Furthermore, it presents the other main actors in the international system, besides states, and problematizes as to the nature of today’s world: state.centric or not. Back to top

 

Stage 3

Entrepreneurship & Small Business
Entrepreneurship is increasingly recognised as a driver of economic development, not just in starting new firms but also in transforming old, lumbering organisations and making them more dynamic and responsive to global, changing markets. This unit presents an overview of entrepreneurship and small business management both as a process and as a style of management. It examines the challenges and issues that independent entrepreneurs and entrepreneurial managers encounter both from a theoretical and practical perspective. The unit initially examines the factors that influence and support entrepreneurial and entrepreneurial activity and behavior. It explores business start-up processes (identification and evaluation of business opportunities, determining capital requirement, preparing financial statements, identification and evaluation of sources of capital, networking, coping with regulations). Moreover, it explores issues regarding managing small business growth and developing new business opportunities. Back to top

Practicum
Business Practicums are supervised action learning projects designed to provide students with an opportunity to manage a project for an organization (“participating company-client”). They aim to successfully bridge academic knowledge and the development of professional skills and employability.
They are team-based and normally delivered over a semester requiring students to devote an average of 150-200 hours in total (depending on the nature of the project). The student work is complemented by classroom-based teaching/mentoring.
The precise nature of the project can vary enormously depending on both the nature and the needs of the organisation. Participating companies can be large corporations or small local businesses. The common denominator is a genuine need for help with a problem or appreciation of the added value of some independent research beyond the resources or capabilities of the participating company. This may be a general management problem, a marketing issue, a finance matter or any number of specific challenges. Back to top

Personal Selling and Sales Management
Sales Management is one of the most important elements for the success of modern organisations. Not only is a sale the most expensive component of the marketing mix for most companies, but also is the firm’s most direct link to the customer. Therefore, managing the sales force is one of the most crucial executive responsibilities. Personal selling and, consequently, sales management are undergoing dramatic changes. These changes are being driven by several behavioural, technological, and managerial forces that are dramatically and irrevocably altering the way salespeople understand, prepare for, and accomplish their objectives. Salespeople, and those who manage them, realise that these changes affect every aspect of sales management from the way the sales department is structured to the selection, training, motivation, and compensation of individual salespeople. Back to top

International Business Strategy
Virtually every management decision being made today is influenced by global events, and superficial knowledge about international politics, economics, cultures, exchange rates and foreign competitors can have quick and adverse effects on a firm’s bottom line. The unit is designed to introduce students to all different aspects of doing business across international boundaries. Various unique aspects of the international environment (e.g., economic, financial, political, cultural), which add complexity to the development of an international business plan, will also be examined.  The assessment of markets, methods of market entry, and the issues of globalisation of the strategy will also be considered at length. Back to top

Integrated Marketing Communications
The unit addresses theories and fundamental concepts of advertising and marketing communications. It analyzes the role of Advertising within a Marketing strategy and especially within an Integrated Marketing Communications Program. The unit also integrates the marketing communication tools of advertising, sales promotion, corporate public relations, online and offline advertising and sponsorship. Emphasis will be given on elements of advertising – selecting Target Audience, Media, Creative aspects, effectiveness, etc. Back to top

Marketing Research
The course provides a theoretical and practical analysis of marketing research and its critical role in decision-making.  The unit addresses all the elements of the marketing research process, with emphasis on the critical analysis of making decisions regarding the different methodologies and data collection techniques. Back to top

Relationship Marketing & Customer Relationship Management
This unit focuses on Relationship Marketing (RM) and Customer Relationship Management (CRM) as a major strategic business function.   RM & CRM is shifting managerial attention from product value to customer value by acquiring, developing and growing relationships with customers that lead to customer retention and profitability.  The relationships established with all interested parties are hard to be appropriated by competition.   Blending people, technology and processes CRM attempts to understand and analyse marketing processes by nurturing relationships with all interested parties encountering different and changing market challenges.  This unit will address both organizational customers (B2B) and consumers (B2C). 
There is a general agreement among organisations that CRM might be commercially necessary but is by no means straightforward.  Organisations that invest heavily in CRM initiatives experience a high failure rate.  The advantages and the pitfalls of CRM strategy initiatives as well as their implementation will be considered into depth in this course.  The climax of this course will be a completion of a condensed CRM strategic plan.  Back to top

Managing Service Quality
In the last two decades the importance of the service sector of the economy has increased rapidly worldwide. Service organisations range in size from huge international corporations such as financial institutions, airlines, and hotel chains, to a vast array of locally owned and operated small businesses such as restaurants, leisure centres, theme parks and numerous business-to-business organisations. Service organisations differ in some aspects from manufacturing organisations, requiring a distinctive approach to planning and implementing marketing strategy. This unit will cover the main issues that are unique in the marketing of service organisations. Back to top

Retail Marketing
This unit provides a thorough examination of the retail industry and develops a specific retail-marketing framework to address the challenges of this dynamic industry.  The power and influence of many major retailers now greatly exceeds that of their supplier (national brand).  This change has intensified the need for a rigorous and systematic approach to retail marketing.  The focus is upon the functions and challenges of retail marketing management like very large product assortment, complexities and risks of selecting new locations and constant and direct interface with customers. Back to top

Managing Innovation
Innovation management is the discipline of managing processes in innovation. Innovation is the embodiment, combination or synthesis of knowledge in original, relevant, valued new products, processes or services. The focus of innovation management is to allow the organization to respond to an external or internal opportunity, and use its creative efforts to introduce new ideas, processes or products. Therefore it is essential that managers understand strategies, tools and techniques for managing innovation. This module provides an introduction to key concepts in the management of innovation. We examine how firms manage innovation processes, explore different knowledge sources for innovation and look at technology and innovation strategies. Students also learn about wider framework conditions that have a bearing on business innovation, including availability of finance for innovation, public policies and agencies promoting innovation. Back to top

 

Entry requirements

View the application and admission requirements of the programme.

 

How to apply

If you wish to apply for this programme you may view details of the application process.

 

Any questions?

If you'd like to know more about this programme, contact our Admissions Team at
admissions@york.citycollege.eu

 

The Business Administration & Economics Department (BAED) of CITY College, University of York Europe Campus aims at providing all students with an intellectually stimulating and supportive environment that allows them to acquire important skills and competencies for their professional and personal life.

Business matters at BAED. Our undergraduate and postgraduate courses in management related disciplines are designed to challenge students’ thinking and inspire them to develop the advanced knowledge and analytical skills they will need to succeed in business.

Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date.
More about the Business Administration & Economics Department

 

Research at the Business Administration & Economics Department

The academic staff of the Business Administration & Economics Department

Contact the Business Administration & Economics Department

 

Recognition and Careers

Accreditation and Recognition
CITY College is strongly committed to quality education and academic excellence. It is officially accredited and recognised by top international accreditation bodies. Read more

Degree and formal qualifications
The degree and formal qualifications our graduates receive.

For Greek graduates only: Recognition of degrees

 

Career opportunities

Graduates of the BA in Business Studies (Marketing) programme will have the ideal basis to pursue a variety of careers paths in the business sector. However, they will be more suited to work in marketing or brand management either in an in-house marketing team within an organisation or within a specialist marketing agency.

 

Career, Employability and Enterprise Centre

The Career, Employability and Enterprise Centre, focuses on helping students to set attainable career goals. It offers advice on CVs and cover letters, and on how to effectively handle job interviews. Through career fairs, and different internship programmes, the department aims at constantly bringing students in contact with prospective employers. 

Every spring we organize the Annual Career Fair presenting with an opportunity to get a first feel of job seeking. During the event students and alumni have interview opportunities with corporate recruiters and present their skills and abilities to potential employers. Large companies, organisations and multinationals from different industries across S.E. Europe participate every year in our Career Fair and offer employment and internship opportunities to our students and graduates.
More about our Career Services.

Contact the Career, Employability and Enterprise Centre at careers@york.citycollege.eu

 

Your Career Journey

Career Journey

Career Journey

A journey to personal and professional development designed to maximise university experience and prepare students for a fulfilling career.

View the career journey

 

The programme is taught by academic staff members who have extensive teaching and professional experience. Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date. The administration staff fully supports all processes of the department and provides a wide range of services to our students.

Ms Aggeliki Papakonstantinou

“Business Administration and Economics Department Staff are committed to a shared vision: to inspire people within the academic and the wider community. Our responsibility is to engage students to develop their knowledge and their skills in order to stand out for their integrity and ethos. Our main goal is to transfer our international experience, outstanding teaching, excellent research and real business networking to our students.”

Ms Aggeliki Papakonstantinou
Head of the Business Administration & Economics Department

 

 

The academic staff & administration staff of the Business Administration & Economics Department

 

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Accreditation and Recognition by: