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.
5. Formulates independent new conclusions, original ideas, and solutions, is capable of applying sophisticated analytical and modelling methods, developing strategies aimed at solving complex problems, making decisions in a changing domestic and international environment, as well as within organisational culture. (EFMD-ILO connections: ML - Skills (KKK) - K1 - ILO 3: Marketing and management)
6. Is able to transform organisational processes digitally and improve efficiency (EFMD-ILO connections: ML - Skills (Specific competences of the educational programme) - SpecK3 - ILO 2: Process control)

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.
6. Demonstrates a critical approach to their own work as well as that of their subordinates, while adopting innovative and proactive behaviour towards addressing economic issues. Is open and receptive to the new results of economic science and practice. (EFMD-ILO connections: ML - Attitude (KKK) - A1 - ILO 4: Teamwork)

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.
5. Is capable of making well-founded decisions, assumes responsibility for the consequences of those decisions, and for their social and environmental impacts. (EFMD-ILO connections: ML - Autonomy and responsibility (Specific competences of the educational programme) - SpecF3 - ILO 1: Communication)

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, 2018)
• Kotler, Kartajaya & Setiawan: Marketing 7.0: A Guide for Thinking Marketers in the Age of AI (Wiley, 2026)
• Venkatesan & Lecinski: The AI Marketing Canvas, Second Edition (Stanford Business Books, 2026)
• Aaker & Moorman: Strategic Market Management, 12th ed. (Wiley, 2023)
• Órai prezentációk és kiadott jegyzetanyagok / Lecture presentations and notes

Assessment of the learning outcomes described under section 2.2: Continuous assessment during the semester by one of the following methods depending on the size of the course announced at the beginning of the semester: 2 midterm test or 2 group project work, and optional homework (rules announced during the first lecture of the semester)

EFMD-ILO connection: Group project work: Planning intra-team and external communication; producing shared documents. (ML ILO 1) Direct assessment of collaboration, role-taking, conflict management and group performance.(ML ILO 4) Written exam: Independent critical analysis of a process or organisational problem. (ML ILO 2) Measures ability to solve management and marketing decision scenarios. (ML ILO 3) To pass the course, students must achieve a total score of at least 50% based on the combined results of the midterm tests or group project work. During the semester, students can earn extra points by completing additional assignments (optional work), which are automatically added to the final grade if the total score exceeds the minimum 50%. There is no minimum score required for each individual midterm test. There is no minimum score for group project works, but all tasks must be completed, submitted by the group and accepted by the lecturer.

• 1st midterm or group project work: 50
• 2nd midterm or group project work: 50
• optional homework: 30
• total: 100

Both midterm tests can be retaken or improved once. No further retakes are permitted. Group projects must be completed according to the schedule; they cannot be revised after submission. If submitted after the deadline, fewer points may be earned, depending on the semester schedule. These rules and the exact deadlines will be announced during the first lecture of the semester. Due to its nature, the optional homework assignment cannot be resubmitted, and the submitted assignment cannot be corrected.

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 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: