ONLINE MARKETING - BMEGT20ML78

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. During the lectures, the theory of the main components of the Internet will be presented separately: the design of websites, the operation and system of search engines and social media, and the background of analytical solutions. In addition to the theoretical foundation, students learn about the strategic and communication opportunities of businesses with a digital presence. In the last part of the subject, students can also learn the basics of the practical operation of the tools and platforms related to the theory in the field of website operation, advertising management and search engine optimization and analytics.

1. Know the concepts and components of the field of online marketing and their connection system.
2. Know the operating principles, grouping and theoretical background of online marketing tools.
3. Know well the vocabulary of the field of online marketing and the peculiarities of written and spoken language com-munication its most important forms, methods, and techniques in its mother tongue and in a foreign language.
4. Know how online marketing relates to other areas of marketing.

1. Formulate independent new conclusions, original ideas and solutions, are able to apply demanding analysis and modeling methods, to develop strategies for solving complex problems, to make decisions, in a changing domestic and international environment, as well as in an organizational culture.
2. Are able to perform a detailed analysis of the various ideas that make up the knowledge system of the field of marketing, and to formulate the comprehensive and special connections.
3. Are able to identify special professional problems with a multifaceted, interdisciplinary approach, as well as to explore and formulate the detailed theoretical and practical background needed to solve them.
4. Use the knowledge transfer techniques of the marketing field at a high level and processes the publication sources in Hungarian and foreign languages.
5. Develop an individual position based on their own analysis, defends it in debate, and are able to develop strategies for solving complex problems, to plan the solution and to make decisions.
6. Are able to prepare independent analyzes and presentations for management bodies.

1. Are critical of their own and subordinates' work and behavior, shows innovative and proactive attitude in dealing with online marketing problems. Open and inclusive of new results, tools and methods of online marketing.
2. Authentically convey the high-level and detailed problems of their profession.
3. Seek to make decisions on the planning and implementation of online marketing in full-fledged strategic decision-making situations, as well as in unexpected life situations, which require a new, complex approach.

1. Independently select and applies the relevant problem-solving methods in areas of organizational policy, strategy and management, independently performs tasks related to online marketing.
2. Take responsibility for his own work, for the organization she manages, for her business, for her employees.
3. Independently represent the professional opinion of established marketing in known decision-making situations. They also take responsibility for their environmental and social impacts in new, complex decision-making situations. Once in a professional work community, they are able to perform and manage complex tasks in accordance with the professional expectations there.

Lectures, written and oral communication, using of IT equipment and techniques, optional homework and group assignments, work organization techniques

• Iványi T.: Online marketing, oktatási segédanyag, lecture notes, 2020
• Chaffey, D.: Digital marketing, 7th ed., Pearson, 2019
• Chaffey, D., Smith, PR.: Digital marketing excellence, 5th ed., Routledge, 2017
• Stokes, R.: emarketing, 10th ed., red and yellow, 2019
• Zimmerman, J. – Ng, D.: Social media marketing all-in-one, For Dummies, 2017
• További letölthető oktatási segédletek Material uploaded to the Moodle page of the course

A 2.2. pontban megfogalmazott tanulási eredmények értékelése év végi írásbeli teljesítménymérés (összegző tanulmányi teljesítményértékelés), illetve nem kötelező beadandók alapján történik.

A. Szorgalmi időszakban végzett teljesítményértékelések részletes leírása: Részteljesítmény-értékelés (házi feladat): opcionálisan néhány fős csapatban beadható feladat, amelynek részleteit a félév elején a tanulmányi rendszerben (Moodle) hirdetünk meg, illetve az első előadáson mutatunk be. B. Vizsgaidőszakban végzett teljesítményértékelés A vizsga elemei: Írásbeli teljesítményértékelés: mely az elsajátított online marketing eszközök, stratégiák és elméletek gyakorlati használatára fókuszál. Két részből áll: egy rövidebb teszt illetve egy hosszabb esettanulmány jellegű feladatsorból.

• vizsgaidőszakban végzett írásbeli teljesítményértékelés: 100%
• Részteljesítmény-értékelés (házi feladat): 20%
• összesen: 120%

1. A teljesítményértékelésekhez nem tartozik évközi követelmény. 2. A vizsgaidőszakban végzett teljesítményértékelés javítása és pótlása a TVSZ szerint történik. 3. Az opcionális házi feladat, mivel az érdemjegy meghatározásánál a 100% feletti részhez tartozik, ezért nem pótolható, nem halasztható, a beadási határidő és a feladat ismertetése a félév elején kerül meghirdetésre.

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