Bachelor s Degree www.unic.ac.cy Marketing (BBA)
STUDY MARKETING AT THE UNIVERSITY OF NICOSIA WHAT IS MARKETING? Today s successful companies, like Apple, Toyota, Emirates, Ryanair, McDonald s, and Coca-Cola, to name but a few, have one thing in common: their success is based on a strong customer focus and heavy commitment to marketing. These companies share a passion for satisfying customer needs in their target markets. Everybody within the organization is dedicated to building lasting customer relationships through superior customer satisfaction. These organizations know very well that if they take care of their customers, market share and profits will follow. Marketing is considered as one of the most exciting and challenging functions of the modern business world. Understanding marketing and its role and power within business is critical to your success in any profession, industry and position. Marketing is the process of identifying, planning and executing all the activities that enable the exchange of products (goods and/or services) between an organization and its customers (individual and/or organizations). These activities involve identifying and understanding customer needs, and satisfying them by the use of product development, pricing, distribution and promotion (marketing mix). It is all about understanding what customers need and desire, and being able to deliver value better than competitors! It is not selling nor advertising. Although these are important marketing functions, marketing encompasses activities such as branding, image building, relationship marketing, services marketing, product and brand differentiation, business-tobusiness marketing, small firms marketing, public relations, e-marketing, social media marketing, new product development, and many more. WHY STUDY MARKETING? Marketing is much more than just an isolated business function - it is a philosophy that guides the entire organization. Marketing is a company-wide undertaking that involves broad decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send, and what partnerships to develop. Today s marketing is all about creating customer value and building profitable customer relationships. It starts with understanding customer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can keep and increase targeted customers. CAREER OPPORTUNITIES Marketing is a field which is characterized by continuous changes and challenges. It is among the most rapidly growing areas of business and not-forprofit organizations, both nationally and internationally. Due to the highly competitive nature of the field and its rapidly evolving character there is a requirement for competent graduates. The programme offers students the opportunity to specialize in the field of marketing, and offers graduates a wide range of professional opportunities. It aims to equip students with the academic knowledge and practical understanding of the marketing discipline in an environment that stimulates learning and personal development. Career opportunities in marketing, in both Cyprus and International markets, are varied and plentiful. Options exist for many different personality types from the detail-oriented to the creative and from the risk-taking to the outgoing and social. These options include careers in advertising and sales promotion, brand management, import/export, logistics, market research, product design, public relations, servicing, retailing and sales management, customer relations management, advertising, product and brand management, business development, sales, market research, marketing planning, distribution, e-marketing, and social media marketing. Graduates can find a job in a variety of sectors, such as financial services, professional services (accounting, insurance, legal, etc), manufacturing, non-profit organizations, tertiary education, and retail. Marketing is equally valuable to entrepreneurs aiming to develop and operate their own business as well as to professionals who want to promote their business.
WHY PURSUE A DEGREE TAUGHT IN ENGLISH? English is today by far the most commonly spoken second language in the world and a primary working language of the EU. By pursuing a degree taught in English, students get the chance to develop English communication skills, both written and verbal. They are also offered the opportunity to study for a semester or even a whole academic year in another European University (through the Erasmus Programme) and in any university in the world through the (Global Semesters Programme). Pursuing a degree taught in English enables graduates to be more competitive in the job market, in both Cyprus and abroad, and it creates employment opportunities outside the Cyprus geographic borders. INTERNSHIPS The Department puts emphasis on giving students a taste of real-life businesses, challenges and problems. This is achieved through a close link with business associates who give our students the opportunity to have internships at well-known local organisations, such as Photos Photiades Group, CYTA, Marks & Spencer (Symeonides Group), and Pizza Hut. This valuable cooperation offers excellent work experience to our students and, of course, can lead to a job opportunity. STUDENT COMPETITIONS The Department holds several student competitions throughout the academic years in collaboration with well-known local businesses such as CYTA, Green Dot, Photos Photiades Group, and Coca-Cola Hellenic (Cyprus). In these competitions students work on projects as part of their course assessment, and in this way they have the opportunity to put theory into practice. These competitions give students the chance to be awarded for best project/team by the respective companies. WHAT DO OUR STUDENTS SAY? BBA in Marketing helped me in many ways... I am employed as a Real Estate Agent, which involves direct interaction with the customer it allows me to use my public relations, and consumer behaviour skills. Having to study the degree of Marketing while working, I was able to put theory into practice. George Christou (BBA Marketing Graduate) Being a marketing student at UNIC has taught me several things to think out of the box, to be analytical and critical, to be able to utilize my skills and knowledge in order to be different and unique! Our marketing lecturers gave us all the necessary tools to be able to understand the challenges of the business world. They gave us love, support, and the abilities to achieve incredible results! Mayar Ratissi (Marketing Student) Through my studies in Marketing at the University of Nicosia, I laid the foundations for my entry into the world of Marketing and generally in the business world. The programme helped me both on a professional and a personal level. It emphasizes the effective implementation of the theory through case studies, problem solving, and teamwork. The programme also offers opportunities for internships and job placements. Yiannos Pitsillis (BBA Marketing Graduate) Marketing is a versatile major that gives me a broad understanding of the business world. The programme has enabled me to utilize my knowledge, skills and creativity in many different ways such as student competitions, projects and in-class presentations. In fact there is never a dull moment in the programme! Melis Kittos (BBA Marketing Student) The whole experience during the MBA programme was excellent. I am confident in that the marketing specialization that I chose was the best choice for me. It helped me to understand how crucial it is to create the best possible relationships with my customers and avoid the trap of being just a salesperson. I learned how to promote both myself and the organization in which I am working in a manner that creates value for everybody. Hercules Yiannakou (MBA Graduate, Marketing Specialization)
UNDERGRADUATE AND POSTGRADUATE PROGRAMMES The Department of Marketing offers a 4-year BBA in Marketing programme which has been accredited by the Cyprus Association of Advertising Agencies. The department also offers a BSc programme in Business Administration with a concentration in Marketing Communications. Furthermore, students can pursue a postgraduate MBA programme with a specialization in Marketing. Some marketing (MKTG) courses at both undergraduate and postgraduate levels are also offered online therefore giving the opportunity to students to study at their own pace, virtually from home. All our graduate and postgraduate degrees are accredited by the Cyprus government and foreign universities. FACULTY The Marketing Department consists of active scholars, internationally recognized for their high teaching, research and consultancy standards. Members of the department are involved in research and have published in refereed journals and conference proceedings, have written books and book chapters, have presented at international conferences, and have participated in research programmes, often funded by European or local research grants. They also organize and chair local and international conferences in which students can participate for free or at a discounted fee. Professor Demetris Vrontis (PhD) Dean, Distance Learning Unit (Manchester Metropolitan University, UK) Professor Ioanna Papasolomou (PhD) Head, Marketing Department (Keele University, UK) Professor Alkis Thrassou (PhD) Leeds University, UK Dr. Marlen Demetriou (D.Prof) Middlesex University, UK Dr. Yioula Melanthiou (PhD) University of Manchester, UK Dr. Daina Nicolaou (PhD) Warwick University, UK The Marketing Department has its own minisite, which you can access here: http://www.unic.ac.cy/schools-programmes/schoolbusiness/department-marketing Programme Coordinator Professor Ioanna Papasolomou (PhD) Head, Department of Marketing e-mail: papasolomou.i@unic.ac.cy
MARKETING (BBA) PROFILE OF THE PROGRAMME Objectives: 1. To provide students with an understanding of the key marketing concepts and their application in a variety of sectors and organizations. 2. To provide a conceptual framework of marketing as a management process which will enable students to appreciate the roles and relationships of the more specialist courses. 3. To enable students to understand particular areas of contemporary concern in marketing, including marketing and corporate social responsibility, communications, e-commerce, international aspects, the marketing of services, relationship and internal marketing, and the links between marketing and consumer behaviour. 4. To equip students with the skills, knowledge and personal competencies which would enable them to take marketing positions and to be able to contribute to the work of the organization. 5. To enable students to study areas of marketing within a flexible framework. ACADEMIC PATHWAY ECTS Major Requirements 90-108 MKTG-301 Social Media Marketing 6 MKTG-310 Integrated Marketing Communications 6 MKTG-321 Marketing Public Relations 6 MKTG-330 Marketing and Social Responsibility 6 MKTG-340 Sales Promotion and Direct Marketing 6 MKTG-350 Marketing for New Products 6 MKTG-360 Selling and Sales Management 6 MKTG-370 Retailing Management 6 MKTG-375 Relationship Marketing and Internal Marketing 6 MKTG-380 Marketing of Services 6 MKTG-388 Small Firms and B2B Marketing 6 MKTG-390 E-Marketing 6 MKTG-393 Advertising 6 MKTG-398 Marketing Research 6 MKTG-400 Brand Marketing 6 MKTG-405 Media Planning 6 MKTG-491 International Marketing 6 MKTG-493 Strategic Marketing 6 MKTG-495 Case Studies in Marketing 6 MKTG-496 Consumer Behavior 6 Business Support Requirements 66 ACCT-110 Accounting I 6 ACCT-111 Accounting II 6 BADM-230 Business Law 6 BADM-234 Organizational Behavior 6 BADM-431 Research Methods in Business 6 BADM-439 Senior Simulation in Business 6 BADM-475 Strategy and Business Policy 6 BADM-493 Final Year Project 6 ECON-261 Principles of Microeconomics 6 ECON-262 Principles of Macroeconomics 6 FIN-266 Managerial Finance 6 MGT-281 Introduction to Management 6 MKTG-291 Marketing 6 Major Business Electives 6-18 Language Expression 18 Computer/MIS Electives 12-18 Mathematics Electives 12-24 Humanities and Social Sciences Electives 12-24 Total 240
BUSINESS ADMINISTRATION: MARKETING COMMUNICATIONS (BBA) PROFILE OF THE PROGRAMME Specific Concentration Objectives 1. Gain the knowledge, skills and competencies to plan, design, develop and implement advertising, sales promotion, direct marketing, public relations, personal selling and interactive/internet campaigns. 2. Develop an understanding of the importance of integrating the various marketing communication tools. 3. Understand the changes, trends and challenges in the area of marketing communications. 4. Plan, implement, and evaluate an integrated marketing communications programme. ACADEMIC PATHWAY ECTS Business Requirements 84-90 ACCT-110 Accounting I 6 ACCT-111 Accounting II 6 ACCT-211 Managerial Accounting 6 BADM-230 Business Law 6 BADM-232 Business Law II 6 BADM-234 Organizational Behavior 6 BADM-431 Research Methods in Business 6 BADM-439 Senior Simulation in Business 6 BADM-475 Strategy and Business Policy 6 BADM-493 Final Year Project 6 COMP-454 Information Systems Project 6 ECON-261 Principles of Microeconomics 6 ECON-262 Principles of Macroeconomics 6 FIN-266 Managerial Finance 6 IMGT-488 Operations Management 6 MGT-281 Introduction to Management 6 MKTG-291 Marketing 6 Concentration: Marketing Communications 48-60 MKTG-301 Social Media Marketing 6 MKTG-310 Integrated Marketing Communications 6 MKTG-321 Marketing Public Relations 6 MKTG-340 Sales Promotion and Direct Marketing 6 MKTG-360 Selling & Sales Management 6 MKTG-375 Relationship Marketing & Internal Management 6 MKTG-390 E-Marketing 6 MKTG-393 Advertising 6 MKTG-398 Marketing Research 6 MKTG-400 Brand Marketing 6 MKTG-405 Media Planning 6 MKTG-493 Strategic Marketing 6 MKTG-496 Consumer Behavior 6 Business Electives 12-30 Language Expression 18-30 Computer Electives 12-30 Mathematics Electives 24-30 Humanities and Social Sciences Electives 18-24 Total 240 INFORMATION UNIVERSITY OF NICOSIA 46 Makedonitissas Ave. P.O. Box 24005, 1700 Nicosia - Cyprus Tel.: +357 22841528 Fax: +357 22352067 Email: admissions@unic.ac.cy 265 Mesogeion Ave. P.O. Box 15451 Neo Psychiko, Athens Tel.: 8011002345 or 8001001212 (for distance learning programmes) E-mail: charilaou.a@unic.ac.cy/ stamou.m@unic.ac.cy/ troubeta.s@unic.ac.cy