Institute: Gazdaság- és Társadalomtudományi Intézet (1084 Budapest, Tavaszmező u. 15-17.) Credit: 4
Type of classes: Nappali Language: angol Semester: 2019/20/1
 
Level: Mûszaki menedzser BSc angol nyelvû képzés;
 
Responsible Teacher: Dr. Kiss Mariann Teacher(s): Dr. Kelemen-Erdõs Anikó; Saáry Réka;
Consultations (total/week): Heti Lectures: 2 Practice lectures: 2 Labs: 0 Consultations: 0
 
Type of Exam: vizsga
 
Aim of the subject: The main aim of the subject is to provide foundational knowledge of the market and its marketing management tools.
Requirements during the semester
(homeworks, essays,
excercises, teamworks,
presentations,
part and final
oral/written exam etc.):
- The lectures and exercises are obligatory; the absence can not exceed the rate allowed in the SER.
- Midterm test is in the 8th week.
- Substitution test can be written in the first ten days in the examination period.
- The practical tasks should be administered.
 
Week of
semester
Topics of lectures/practices
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 policy I. Product assortment, branding, life cycle management
7. Product policy II. 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
 
Type of evaluation,
repetition, calculation
of grade, etc.
It consists of three parts:
Activity on seminars: 20%
Presentation in a given topic: 10 %
Midterm test: 30%
Exam: 40%. The written exam result should exceed 50%.
 
Compulsory literature: 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.
Suggested literature: Recommended literature: Other chapters of the required literature.