Marketing management - BMEGT20MN54

The aim of the course is to give the participants an introduction to the fields of management and marketing, to understand their basic concepts, and to find out the specifics and possibilities of combining these two areas within the organization. The subject would like to provide better understanding of the features of management functions, the characteristics, rules and life cycle of organizations, with the specificities of these factors. Another goal is to understand the essence of the information available to marketers, to provide guidance on the processing and analysis of data available from consumers and the business market. Students will also gain insight into market segmentation, positioning and analysis of market competitors, combining management tools with the key features of corporate marketing strategy. During the discussion of the topics we refer to the applicable management and marketing methods based on their impact on the organization’s efficiency.

1. are familiar with all the key elements of the concept of business administration and management, and understand the relationships between them.
2. have the ability to overview the interactions of the functional units of the organization, their operational practices, especially in the field of marketing.
3. have confident methodological knowledge in different areas of management and marketing, understanding the application possibilities and combinations of the learned methodologies.

1. are able to compare the basic theories and concepts related to the management functions with the related marketing concepts, to elaborate rational arguments, and also to form and to defend their opinion in the different stages of management and marketing communication.
2. are able to recognize the connection between different processes in the field of marketing and management, and to select and design commonly usable methodologies.
3. use professional phrases of management, the terminology of the management and marketing fields, and the phrases of the professional vocabulary.

1. accept that organizational features are historically and socially defined and constantly variable.
2. accept the historical and contemporary diversity of the Hungarian and European management and marketing tools and undertake to the represented values.
3. are open to all forms of professional innovation, inclusive, but not without reflection, to theoretical, practical and methodological innovations in both marketing and management fields.
4. consciously represent the methods used in their own profession and accept the different methodological features of other disciplines.

1. being in a professional working community are capable of performing, designing, organizing and managing complex tasks in accordance with the professional requirements.
2. organize their work with appropriate autonomy and responsibility in their own organizational structure.
3. are self-contained, constructive and assertive in forms of collaboration within and also out of the organization (especially in marketing and management fields).

Lectures, optional self and group work, presentations.

• Kötelező irodalom a tantárgyhoz készített jegyzet, a tanuláshoz felhasználható az előadásokon bemutatott slide show.
• Compulsory literature is the written material designed for the course, and the slideshows.

The learning outcomes stated in 2.2 are evaluated in the form of a midterm written performance measurement.

The course has midterm examination, and for the assessment of knowledge, one midterm (50 points) is written. During the academic semester it is possible to receive extra scores (max. 10 points, for which a minimum of 50% has to be reached from the midterm).

• Performance evaluation: 100
• Active participation: 20
• Total: 100

1) Midterm retake/improvement option: once, at a time announced in advance by the lecturer. 2) In case of the retake/improvement, the result achieved on the retake/improvement test counts as the final result. (Even if less points are achieved) Intention to participate at the retake/improvement must be reported to the lecturer by e-mail 3 working days before writing the retake/improvement. 3) There is no other option for obtaining the mid-term requirement except for rewriting it at the midterm date and at the specified retake/improvement date. 4) Due to the nature of active participation, it cannot be retaken or improved.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 04.03.2024.

Subject includes the topics detailed in the course syllabus to ensure learning outcomes listed under 2.2. can be achieved. Timing of the topics may be affected by calendar or other circumstances in each semester.