Marketing - BMEGT20BX4U004-00

The aim of the course is to familiarize students with the modern theories, business models, and practical tools of marketing management, a specialized field within management sciences. The course places particular emphasis on highlighting the role of integrating technical and market knowledge in engineering decision-making, with special attention to innovation. It underlines how marketing information, as well as market and customer insights, can help reduce innovation-related risks and contribute to the success of new products, and consequently, the success of the company.

1. The student will become familiar with the specific research methods (knowledge acquisition and problem-solving) used in the field of marketing, techniques of abstraction, approaches to linking theoretical issues with practical applications, and methods for planning, measuring, and analyzing various subfields of marketing.
2. The student will gain knowledge of marketing strategy theories, analytical methods of strategic management, as well as the theoretical foundations of key marketing areas (such as pricing, sales, advertising, and product development).

1. The student is capable of formulating independent new conclusions, original ideas, and solution approaches. They can apply advanced analytical and modeling methods, develop strategies for solving complex problems, and make decisions in a changing domestic and international environment, as well as within diverse organizational cultures.
2. They are able to perform a detailed analysis of the various concepts that make up the body of knowledge in the field of marketing and to synthesize comprehensive and specialized interrelationships.
3. They are capable of identifying specific professional problems through a versatile, interdisciplinary approach, as well as uncovering and articulating the detailed theoretical and practical background necessary for their resolution.

1. The student adopts a critical attitude toward their own work and that of their subordinates, demonstrating innovative and proactive behavior in addressing economic problems. They are open and receptive to new developments in economic science and practice.
2. They embrace the comprehensive and specific contexts, as well as the professional identity, that define the distinctive character and personal and collective roles of the marketing field.
3. They communicate the general and detailed issues of their profession with credibility.
4. In strategic decision-making situations that require new, complex approaches, as well as in unforeseen life circumstances, they strive to make decisions with full consideration of legal regulations and ethical standards.

1. The student takes responsibility for their own work, for the organization or enterprise they manage, and for their employees.
2. They are able to interpret and articulate their professional marketing opinion and take responsibility for the environmental and social impacts of decisions made even in new, complex situations.

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

• Vágási M. (szerk.): Marketing stratégia és menedzsment. Alinea Kiadó, Budapest 2007 (magyar kurzus)
• Kotler, Ph. - Armstrong, G. (2016). Principles of Marketing. 16th ed. Global ed. Pearson (angol kurzus)
• Online segédanyagok, előadások prezentációi; Lectures' slideshows

The learning outcomes defined in point 2.2 are assessed through two in-semester written performance evaluations (summative academic performance assessments).

A Performance assessment during the term: Summarative academic performance assessment: A maximum of 100 points (50-50) can be earned through the two midterms. The minimum requirement is to achieve a combined total of 50 points from the two tests. Partial performance assessment (active participation): Students can earn up to 7 points for class attendance and active participation which is added only after reaching the min. 50% from the two midterms.

• 1st midterm: 50
• 2nd midterm: 50
• partial performance assessment: 7
• total: 100

1) There is no individual minimum requirement for each midterm, each of the two midterms can be repeated at the time announced in advance as a make-up. The make-up also includes the possibility of correction. For those who failed the repeat or did not take advantage of this opportunity, there is no further possibility of modifying their results. Active participation (partial performance assessment) cannot be made up.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 07.07.2024.

A 2.2. pontban megfogalmazott tanulási eredmények eléréséhez a tantárgy a következő tematikai blokkokból áll.