Course Description

This course includes basic sections of management, leadership and negotiations in modern businesses. These sections include among others: Leadership approaches and optimum international practices, ethical leadership and creation of a trusted environment, which constitutes the foundation of leadership. Leadership based on integrity.

Characteristics of a leading behavior. Development of leading skill and development of transformational leadership.

Efficient delegation of power. Management of the performance cycle. Optimum management practices of polygenic and multicultural work environment.

The course is oriented on the application of principles, theories and tools of Marketing (MKT) for the analysis and the solution of strategic MKT problems. Its main axis is the strategic MKT design, while the themes that are presented include among others: procedure of the strategic MKT design and the MKT design, business attractiveness analysis, competition and competitor analysis, consumer – customer analysis, product portfolio analysis, MKT war techniques, while various individual MKT strategies that relate to the product and brand management, the development of market share, but also MKT strategies that are applied to mature and declining markets. Main goal of the course is to help the student attain the experience of the creative and systematic use of the principles, methods and strategies of MKT on the design and the evaluation of strategic and tactical plans of the business.

The course is focused on the gaining of knowledge and of the necessary skills so that the student has the ability to design and develop decision support systems for the business problem management. The student with the successful completion of the course will be in the position to use quantitative and qualitative analysis techniques based on the decision-making technologies and data analysis tools. Sections of the course include: procedure and judgement on decision-making, problem construction and resolution, decision support system architecture, methods of descriptive and inductive statistics, studies of cases with data analysis and applications on decision-making with SPSS, MATLAB AND Microsoft Excel.

The course aims at the creation of the necessary foundation for the understanding of the financial accounting and its functionality in the context of modern economy and businesses.

The focus of the course constitutes the understanding of the composition procedure of the financial situations (Balance Sheet, Result Status and Cash Flow Status) and their analysis methodology with aim the provision of the necessary information for the reception of rational enterprising decisions. At the end of the course, the students will have been familiarized with fundamental meanings and definitions, will have understood the way of function of the double-entry bookkeeping accounting system, will be in the position to represent the accounting network of a provision of services business or a distribution business and prepare its basic accounting statuses, while will be in the position to understand the meaning of the various accounting sizes in the economic statuses of the businesses.

The IT Governance relates to the development and the use of models and methods so that the businesses and the organizations ensure that their investments in IT technologies are aligned with the operational strategy but also contribute to the specification of new development abilities. The Digital Transformation refers to the strategic development of the corporate abilities on the digital technologies and their application on procedures, products, etc. so that the operation performance is improved, the perceived from the customers value and experience is expanded, danger management is done but also new opportunities for the creation of value from innovative services and products to be examined. The course emphasized on the international IT Governance frameworks, such as COBIT, CMMI, ITIL, etc., in the analysis of the current status of a business from the point of view of its technological abilities, the philosophy of management, the operational procedures, and in the way with which the digital transformation is attempted, the development of innovative services and systems and the re-engineering of the business process.

This course includes thematic sections such as: The Strategic Plan. Targeting, design, implementation, and evaluation of operational strategies. Corporate Governance. Sustainability and corporate responsibility.

Extroversion and development. Tools and methodologies of the digital transformation. Disruptive and open innovation. Strategic change and transformation.

The course studies and analyzes the consumer as the one to decide. Also, counts the strategic repercussions of the psychological, social and various impacts that the consumer receives during the decision-making process. After the course builds a theoretical outline of the consumer’s behavior, it helps with the better understanding of the modern consumer and their behavior.

This understanding is used by the modern members of Marketing (MKT) in the connection between the behavior of the consumer and the MKT strategy for the development of efficient and effective strategies and MKT programs for products/ services.

Topics that are covered in the course include: decision-making procedure, data processing, perceptions, focus on the brand, involvement with the product, measurement and change of positions, interpersonal effects on the behavior of the consumer, marketing behavior and store selection, market search methods and consumer analysis, customer satisfaction prosodies, market prosodies, customer’s experience prosodies, and finally, applications on the market segmentation, the placement and the projection of products/ services.

Goal of the current course is the understanding of the basic introductory meanings of the “customer experience” (CX), but also the ways of its measurement, inculcation and observance. The course is composed of two main sections – (1) Fundamentals of CX and (2) CX Metrics. Respectively, shown are topics such as: (1) what recommends and what not “customer experience – CX”, to whom it refers to, what the profits for the business/organization are, various methodological tools and ways to use them (personas, empathy maps, pain/gain points, etc.), optimal practices and their results, while even ways for alignment of the business/ organization with the CX approach.

(2) Measurement tools relating to CX (NPS, CSAT, CES, etc.) while even the way of selection, use and presentation of them so that the right observation and management of the various activities, that take place in the context of the optimization of the “customer’s experience” is achieved.

The course is organized in four pylons when referring to the meaning “brand”: understanding, measurement, modulation and management. More specifically, it examines the role that the brand has in the procedure of consuming decision-making and its contribution to the design of a customized experience for the customer. It presents modern investigative tools for the evaluation of the power and the brand analytics, while even methods for its reinforcement. The course cultivates the critical and creative thinking in point of the strategies and tactics that are used for the design, the communication, the utilization and the maintenance of a special and historically successful brand. Among them, sensory marketing, the approach of non-structured problems of Design Thinking, the communicative approach of Storytelling and elements of the brand’s DNA and personal branding.

The course focusses on the hedonic nature of the marketing experience and its application in the design and organization of branded retail venues in order to contribute to the creation of a customized experience for the customer. Reference point for the creation of such an experience is the inculcation of the different Shopper Personas.

The course covers topics, such as the consumer motivations, the experiential marketing and the store atmospherics. Especially, for the service space, great emphasis is given to the face-to-face experience which is influential, not only for the whole marketing experience but also for the service itself that the customer receives. Special reference becomes the atmosphere of the digital stores (both web and mobile), which constitute an important and continuously strengthening part of the worldwide market.

Subject of the course is the analytic presentation of the research methods and mapping of the “customer experience”, with the use of quantitative and qualitative analyses and other methodological tools, such as the Customer Journeys, with goal the understanding of the customer’s expectations but also the ways of their interaction with the business/organization. Ways of prioritizing, selecting, mapping and presenting the Customer Journeys are presented, while also ways for the collection and analysis of quantitative and qualitative data, necessary for their correct capture and design. Continuing after the Customer Journeys, and in terms of the approach of the Design Thinking, there are also presented ways for the development of specific plans for improvement of the “Customer Experience” and their connection with the vision, the economic results and the broader goals of the business/organization.

Thematic sections of the course include the: Segmentation of the business consultants’ market in Greece and internationally. Function, management, administration and evaluation of the effectiveness of consulting companies. Optimum international practices in the branch of the business consultants. Tools and methodologies in the branch of business consultants. The work of the business consultant. Career strategy in the branch of the business consultants.

In this course these thematic sections are examined:

Detection and evaluation of infrastructures, resources and timing coincidences for the initiation of a work/program. Work/program initiation preparation and inculcation of assignments, roles, timetables, consequences. Development of a timetable. Estimation of price, budget, way of funding. Management of quality, staffing, communication. Analysis of dangers and consequences. Preparation of the design of the work’s/program’s supply. Implementation and inspection of work/program. Completion, authentication of a good execution of the Work/Program.

The course includes analytic study of the following sections:

Internal evaluation and checking mechanisms. Internal and external financial auditing – international standards. Management of investment relationships. Digital revolution and impacts in digital finance. Financial risk management. Corruption and mechanisms – procedures – methodologies – standards of management and treatment of fraud and corruption.

Thematic areas of the course that are presented analytically, include: Development of business models. Canvas of a business model. New Economy and digital platforms. Development of products/services and management of the cycle of life. Business Plan. Finance of a business design and evaluation of the business proposal. Capitals of business participations. Creation and development of a new business. Exit strategies.

In this course these meanings, among others, are examined: Critical performance indexes. Design of performance measurement systems, planning, budgeting and forecasting. Management accountability and management data analysis.
Management and evaluation of the cost and profit center. Management of synapse and implementation of strategic collaborations.

The course presents the basic steps to prepare a scientific investigation in the context of the management sciences. It discerns between the different choices that exist (bibliography, primary research, case study, etc.), the characteristics and the demands of each. It provides the technical background for the transaction of a complete primary research, from the overview of the relevant bibliography and the expression of investigative hypotheses to the design of a questionnaire and the statistic processing of the answers. Through specific examples, it presents the meaning of the statistical coefficients and results. Special gravity gives to their practical utilization and to how they can lead to certain implementation suggestions, in the context of decision-making. Finally, it mentions the basic principles of writing and presenting a scientific project and addresses matters of investigative and scientific ethics.