Digital marketing strategy - BMEGT20MS51004

The aim of the course is to present the basic elements of the operation of online and digital devices that can be related to marketing tasks. After learning the subject material, the student can easily navigate through the many marketing tools of the online world; and understands their mechanism of action, can master the use of tools. Through lectures and practical exercises, students are introduced to the technologies and concepts that underpin the latest marketing tools, enabling them to easily adapt to new challenges.

1. The student knows the most important tools and platforms of digital marketing and understands their operational mechanisms.
2. The student is familiar with the theoretical foundations of planning and implementing online marketing strategies.
3. The student possesses knowledge of the most up-to-date technologies and concepts underpinning contemporary digital marketing.

1. The student is able to navigate the wide range of digital marketing tools and apply them effectively to practical tasks.
2. The student is able to design digital marketing strategies and select the appropriate tools to achieve specific business objectives.
3. The student is able to adapt quickly and effectively to emerging digital marketing trends and technologies.

1. The student approaches the constantly evolving tools and trends of digital marketing with openness and critical thinking.
2. The student strives to understand best practices in digital marketing and to apply them in a conscious and ethical manner.
3. The student is receptive to innovative approaches and the possibilities of using new technologies for marketing purposes.

1. The student applies digital marketing tools responsibly, taking into account data protection and ethical considerations.
2. The student consciously aims to create value for both consumers and society through their marketing activities.
3. The student takes responsibility for the digital marketing decisions they plan and implement, as well as their consequences.
4. The student is able to independently identify digital marketing challenges, analyse them, and develop proposed solutions.
5. The student independently keeps up with digital marketing literature and industry developments.
6. The student is able to independently assess and develop their own digital marketing competencies in the interest of continuous professional growth.

Lectures and exercises in which we explore theoretical models, new technologies, and their application in an interactive format. During the exercises, we analyze case studies and real-world scenarios and formulate recommendations. The goal is to develop students’ strategic digital thinking during the course.

• Előadások diasorai, jegyzetanyag és esettanulmányok - Presentation slides, lecture notes, and case studies
• Chaffey, D. – Ellis-Chadwick, F. – AbedRabbo, M.: Digital Marketing: Strategy, Implementation and Practice, 9. kiadás, Pearson, 2025
• Corcoran, A.: Integrated Digital Marketing in Practice, 1. kiadás, Cambridge University Press, 2023
• Zahay, D. – Labrecque, L. – Reavey, B. – Roberts, M. L.: Digital Marketing: Foundations and Strategy, 5. kiadás, Cengage Learning, 2024

The learning outcomes outlined in Section 2.2 are assessed through an end-of-year written assessment (comprehensive performance evaluation) and a mandatory assignment.

A. Detailed description of performance assessments conducted during the regular term: Partial performance assessment (homework): an assignment due at the end of the semester, as announced at the beginning of the semester, for which the student receives a pass or fail grade. Students must pass this to get the signature for the semester. In case of a submission before the due date the passed homework gets 30 points for the exam. In the case of a late submission 15 points are given to the exam. B. Performance evaluation during the exam period Components of the exam: Written performance evaluation: which focuses on the practical application of the online marketing tools, strategies, and theories learned. Maximum 70 points.

• partial performance assesment: 100
• total: 100

• comprehensive performance evaluation: 70
• mid-term performance: 30
• total: 100

During the semester, students receive the signature in case of having a pass for the midterm assessment.

Grading and retaking of performance assessments conducted during the exam period are handled in accordance with the TVSZ. Midterm homework may be resubmitted or corrected once after the submission deadline. In this case, it will receive 0 points on the exam; if resubmitted in this manner, a maximum of 85 points out of 100 can be earned upon completion of the course.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 04.05.2026.

To achieve the learning outcomes outlined in Section 2.2, the course consists of the following thematic blocks. In the syllabi for the courses offered each semester, these topics are scheduled according to the academic calendar and other circumstances.