STRATEGIC MARKETING - BMEGT20MN39

The aim of the course is to present the conceptual framework of strategic marketing, the theoretical foundations and practical tasks of marketing planning. Students will gain an insight about the role of marketing in the competitiveness of an organization based on conscious, systematic planning. The aim is also to provide students with a theoretical framework and methodological knowledge to understand the specific areas of strategic marketing planning and the impact mechanisms of market decisions. All this knowledge is presented in the context of a value-based approach to strategy.

1. Students will acquire a comprehensive knowledge of the strategic marketing planning process, including the application of value-driven marketing philosophy and the definition of strategic objectives.
2. Students will understand the principles of customer value creation, highlighting the importance of a problem-solving approach, perceived value and relationship-driven marketing for long-term business success.
3. Students will master methods of analysing the external and internal environments, including PESTEL analysis, competitive intelligence, and evaluation of the company's internal resources.
4. Students will learn strategies for analysing market segments and selecting target markets, as well as the use of differentiation and strategies for market positioning.

1. The ability to develop strategic marketing plans, taking into account maximizing customer value and responding to market changes.
2. Ability to apply different market analysis techniques and tools to assess macro and micro environmental factors.
3. Ability to develop innovative solutions and strategies to strengthen market position.
4. Ability to carry out SWOT analysis, develop intensity matrices and integrate the resulting information into strategic decisions.

1. Openness to understand and adapt to changing market conditions.
2. Commitment to continuous learning and monitoring market trends.
3. A critical approach to analysing strategies, market opportunities and challenges.
4. Proactive approach to value creation and customer focus.
5. Focusing on customer value, shareholder value, value exchange and value creation in strategic thinking.

1. Ability to independently analyze the company environment and identify strategic opportunities and threats.
2. Responsible decision-making by balancing long-term business objectives with market dynamics.
3. Can independently identify the strategic priorities for the company and build mix strategies to support them.
4. Independently initiate and design a marketing strategy plan for new product launches.

Lectures, written and oral communication, use of IT tools and techniques in lectures and in optional assignments.

• Balaton K., Hortoványi L. (szerk.): Stratégiai és üzleti tervezés. Akadémiai Kiadó, Budapest, 2018.
• A tárgyhoz kapcsolódó jegyzet és a prezentációk. Written material designed for the course and slideshows.

Assessment of the learning outcomes described under section 2.2: Continuous assessment during the semester by one of the following methods depending on the language of the course announced at the beginning of the semester: 2 midterm test (50 point each) or 2 teamwork presentation (50 points each) Optional homework (rules announced during the first lecture of the semester)

Detailed description of the assessments methods: Completion of the semester requires to reach at least 50 scores in total, based on the midterms’ or the teamwork presentations' aggregated results. During the semester, students can earn extra points by completing separate tasks (which are automatically calculated above the minimum 50 points).

• 1st midterm or presentation: 50
• 2nd midterm or presentation: 50
• optional homework: 30
• összesen: 100

A. Detailed description of retake and make-up tests: • Both midterm tests can be written during the retake, the presentations should be done according to the schedule, but not all the studenst need to be present. The presentations cannot be replaced. • According to the code of studies always the last achieved result is calculated, even in case of getting a worse grade. • Please take into consideration that there is no other option to obtain the grade except for the midterms and their retake occasions at the specified dates • Optional homework can not be repeated.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 04.11.2024.

To achieve the learning outcomes outlined in section 2.2, the subject consists of the following thematic blocks. In the courses offered during each semester, these topics are scheduled according to calendar and other possible modifying factors: