[GGXMA2ABNE] Principles of Marketing
|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
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.
|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|
|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|
|12.||Make-up test (midterm test retake)|
|Type of evaluation,
of grade, etc.
It consists of three parts:
Activity on seminars: 10%
Presentation in a given topic: 20 %
Midterm test: 30%
The written test and exam results should exceed 50%.
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.
Recommended literature: Other chapters of the required literature.