Marketing research and data-driven decision making - BMEGT20MS51000-00

Course objective: to familiarize students with the core theoretical and practical aspects of marketing research, as well as the approach and potential applications of data-driven decision-making. Students will develop a comprehensive understanding of the importance of marketing information, both traditional and digital data collection methods, the fundamentals of data interpretation and analysis, and how this information can be used to support well-informed marketing and business decisions. The course emphasizes the planning of the research process, choosing appropriate methodologies, drawing conclusions from data, and applying research findings practically. In addition to covering theoretical concepts and relevant literature, special focus is placed on practical application, particularly in analyzing market problems, supporting decisions, and fostering data-based marketing thinking.

1. Knows the principles on the basis of which a marketing information and knowledge system supporting corporate decision-making can be developed; is familiar with the basic and advanced analytical methods used in market research; interprets research findings and information in their broader context.
2. Understands the role of different marketing subfields in value creation processes and recognizes the role of digitalization in the effectiveness of these marketing subfields.
3. Is familiar with the concepts of customer value and corporate value, the methods of measuring customer value, and the processes and organizational forms supporting customer orientation.

1. Designs and coordinates marketing information and knowledge systems that support marketing and other business functions.
2. Makes data-driven decisions in the field of marketing and routinely carries out market research projects.

1. Critically reflects on their own work and behaviour, as well as that of their subordinates; demonstrates an innovative and proactive attitude in addressing economic problems; is open and receptive to new results in economic science and practice.
2. Considers it important that decisions be supported by data and therefore strives for maximum precision in the analysis.
3. Is open to applying a design-oriented approach in marketing decision-making and sees emerging problems as opportunities.

1. Independently selects and applies relevant problem-solving methods and independently performs economic analysis, decision-preparatory, and advisory tasks.
2. Participates in research and development projects and, working autonomously within the project team, mobilizes their theoretical and practical knowledge and skills in cooperation with other team members in order to achieve the project goals.
3. Independently plans their professional communication and presentations in a manner appropriate to the situation, taking into account the needs and expectations of the audience.

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

• Kovács S.: Marketingkutatás és adatvezérelt döntéshozatal, oktatási segédanyag. 2026
• További letölthető oktatási segédletek

The learning outcomes specified in Section 2.2 are assessed on the basis of a written end-of-semester examination (summative assessment of academic performance) and written assignment.

During the study period, students’ performance is assessed on the basis of a written home assignment. During the examination period, students’ performance is assessed on the basis of a written examination.

• Assignment: 40
• Total: 40

• Exam: 60
• Total: 60

The requirement for obtaining the course signature is the completion of the written home assignment (At least 20 points out of a maximum of 40).

Performance assessments conducted during the regular term (assignment-homework) may be made up once. The improvement and make-up of performance assessment completed during the examination periods shall be carried out in accordance with the Study and Examination Regulations.

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

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