Óbudai Egyetem - Keleti Károly Gazdasági Kar
Intézet: Gazdaság- és Társadalomtudományi Intézet (1084 Budapest, Tavaszmező u. 15-17.) Kreditérték: 4
Tagozat: Nappali Nyelv: angol Félév: 2018/19/2
 
Szakok: Mûszaki menedzser BSc angol nyelvû képzés;
 
Tantárgyfelelős oktató: Dr. Kiss Mariann Oktatók: Saáry Réka; Dr. Kelemen-Erdõs Anikó;
Heti/Féléves óraszámok: Heti Előadás: 2 Tantermi gyakorlat: 2 Labor: 0 Konzultáció: 0
 
Félévzárás módja (követelmény): vizsga
 
Oktatási cél: The main aim of the subject is to provide foundational knowledge of the market and its marketing management tools.
Félévközi követelmények
(feladat, zh. dolgozat, esszé, stb):
Expectations:
- The lectures and exercises are obligatory; the absence can not exceed the rate allowed in the SER.
- Midterm test in the 8th week.
- Substitution test can be written in the first ten days in the examination period.
- The practical tasks should be administered.
 
Oktatási hét
(konzultáció)
Témakör
1. Basic concepts of marketing and its integration into corporate practice
2. Consumer market; Consumer behavior I. Perception
3. Consumer behavior II. Attitude models
4. Organizational markets and buying behavior
5. Segmentation in consumer and organizational markets
6. Product and service policy Product assortment, branding, life cycle management
7. Product policy Specifics and management of services
8. Midterm test
9. Price policy I. The main aspects and methods of pricing
10. Price policy II. Pricing in practice
11. Place policy I. Supply chain structures and management
12. Place policy II. Place choices and management
13. Marketing communication I.: The models of communication, forms of advertising
14. Marketing communication II.: Advertising management
 
Az értékelés, a lebonyolítás,
a pótlás módja,
a jegy kialakításának szempontjai:
Grading: It consists of three parts:
Activity on seminars: 10%
Presentation in a given topic: 20 %
Midterm test: 30%
Exam: 40%. The written exam result should exceed 50%.
 
Kötelező irodalom: Required literature:
Kotler, P., Wong, V., Saunders, J., Armstrong, G. (2005): Principles of marketing. 4th edition, Prentice Hall. chapter I., VII., VIII.,
XVIII.,
XIX. XX., pp. 474-476., pp. 604-613.
Tanner, J. F., Raymond, M. A. (2012): Marketing Principles v. 2.0. chapter III., V., XV., pp. 192-200.
Other teaching materials.
Ajánlott irodalom: Recommended literature: Other chapters of the required literature.