MARKETING AND MARKET RESEARCH - BMEGT20ML50

The aim of the course is to acquaint students with the main elements of marketing research, traditional and the latest methods of obtaining information. Students will get an overview of the role of marketing information, the methods of selecting relevant information, with the help of which already mastered strategies and well-founded market decisions can be developed. In addition to the theoretical approaches and recommendations in the literature, we deal with the practical implementation, the appropriate possibilities of the research methodology and marketing research practice with special emphasis. The subject mainly covers specific preparation, organization and imple-mentation work processes, during which the market research is carried out.

1. 1. Know the specific research (knowledge acquisition and problem solving) methods, abstraction tech-niques of the field of marketing, the methods of elaboration of the practical aspects of the theoretical is-sues, the methods of planning, measuring and analysing the marketing subfields.
2. 2. Know the resource-based theories of marketing strategy, the analytical methods of strategic manage-ment, as well as the theoretical foundations and analytical methods of other marketing sub-areas (e.g. sales management, marketing engineering, qualitative research, creative design).
3. 3. Know and use the quantitative and qualitative analysis and software-supported multivariate methods of marketing research, as well as the management and analysis of corporate databases for the purpose of marketing use

1. 1. Are able to formulate independent new conclusions, original ideas and solutions, is able to apply demand-ing analysis and modeling methods, to develop strategies for solving complex problems, to make deci-sions, in a changing domestic and international environment, as well as in an organizational culture.
2. 2. Are able to perform a detailed analysis of the various ideas that make up the knowledge system of the field of marketing, and to formulate the comprehensive and special connections.
3. 3. Are able to identify special professional problems with a multifaceted, interdisciplinary approach, as well as to explore and formulate the detailed theoretical and practical background necessary for their solution.
4. 4. Use the knowledge transfer techniques of the marketing field at a high level and processes the publication sources in Hungarian and foreign languages.
5. 5. Develop an individual position based on one's own analysis and defends it in a debate and is able to de-velop strategies for solving complex problems, to plan the solution, to make decisions.
6. 6. Have the ability to prepare independent analyses and presentations for management bodies.

1. 1. Are critical of their own work and that of their subordinates and shows innovative and proactive behav-iour in dealing with economic problems. He is open and inclusive of new achievements in economics and practice.
2. 2. Undertake the comprehensive and special relationships, the professional identities that make up the specif-ic character, personal and community role of the marketing field.
3. 3. Authentically convey the summary and detailed problems of his profession.
4. 4. Strive to make decisions in strategic decision-making situations that require a new, complex approach, as well as in unexpected life situations, taking full account of legal and ethical norms.

1. 1. Independently select and apply the relevant problem-solving methods in areas important from the organi-zational, political, strategic and management point of view, independently performs economic analysis, decision preparation and consulting tasks.
2. 2. Take responsibility for their own work, the organization they manage, their business, and their employees.
3. 3. Independently represent the professional opinion of established marketing in known decision situations. Takes responsibility for their environmental and social impacts in new, complex decision-making situa-tions.
4. 4. Involve in research and development projects, mobilizes their theoretical and practical knowledge and skills in an autonomous way, in cooperation with the other members of the group, in order to achieve the goal in the project group.

Lectures, written and oral communication, use of IT tools and techniques, optional independent and group work, work organization techniques.

• Kovács I.: Marketingkutatás és piacelemzés, oktatási segédanyag, 2018.
• További letölthető oktatási segédletek

A 2.2. pontban megfogalmazott tanulási eredmények értékelése év végi írásbeli teljesítménymérés (összegző tanulmányi teljesítményértékelés), illetve nem kötelező beadandók alapján történik.

Írásbeli teljesítményértékelés: mely az elsajátított marketingkutatási módszerek gyakorlati használatára fókuszál, a rendelkezésre álló munkaidő 90 perc.

• vizsgaidőszakban végzett teljesítményértékelés: 100%
• összesen: 100%

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1. A teljesítményértékelésekhez nem tartozik évközi követelmény. 2. A vizsgaidőszakban végzett teljesítményértékelés javítása és pótlása a TVSZ szerint történik. 3. Az opcionális házi feladat, mivel az érdemjegy meghatározásánál a 100% feletti részhez tartozik, ezért nem pótolható, a beadási határidő és a feladat ismertetése az órán kerül meghirdetésre.

A 2.2. pontban megfogalmazott tanulási eredmények eléréséhez a tantárgy a következő tematikai blokkokból áll. Az egyes félévekben meghirdetett kurzusok sillabuszaiban e témaelemeket ütemezzük a naptári és egyéb adottságok szerint.