Institute: Gazdaság- és Társadalomtudományi Intézet (1084 Budapest, Tavaszmező u. 15-17.) Credit: 4
Type of classes: Nappali Language: angol Semester: 2020/21/1
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,
part and final
oral/written exam etc.):
- The lectures are provided before seminars online in Moodle. The online and offline (detailed up-to-date information in Moodle) exercises are obligatory; the
absence can not exceed the rate allowed in the SER.
- Midterm test is in the 7th week.
- Substitution test can be written in the 12. week and in the first ten days in the examination period.
- The practical tasks must be uploaded into Moodle.
Week of
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. Product policy: Specifics and management of services
6. Segmentation in consumer and organizational markets
7. Midterm test
8. Price policy: The main aspects and methods of pricing
9. Place policy: Supply chain structures; Place choices and management
10. Marketing communication: The models of communication, forms of advertising
11. International Week
12. Make-up test (midterm test retake)
13. Market research
14. Pre-exam
Type of evaluation,
repetition, calculation
of grade, etc.
It consists of three parts:
Activity on seminars: 10%
Presentation in a given topic: 20 %
Midterm test: 30%
Exam: 40%.
The written test and exam results 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.,
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.