BASICS OF MARKETING - BMEGT20A004

The course’s main aim is to provide understanding of the essence of marketing philosophy and learning about the practical application of marketing tasks and means. Students will receive an overview of the development of the new marketing concept, the implementation of modern marketing strategies, and assisting in strategic planning methods, models and tools. Another aim of subject is to provide knowledge about decision-making mechanisms of the consumer and factors of influence, pointing out the direction of change and the marketing challenges arising from them.

1. the main concepts of marketing management
2. the different corporate and environmental analysis methods and their specificities
3. learn about modern marketing concept and strategies
4. learn the deeper links between marketing research and marketing audit
5. the relationship between product and brand, positioning
6. pricing policy and its corporate specificities
7. the specifics of corporate communication
8. company sales systems and specifics

1. learning the context of marketing management, it designs, controls and makes efficiency-enhancing recommendations for the marketing activities of smaller enterprises.
2. use state-of-the-art analytical methods to analyse the company's macro- and microenvironment.
3. learn how to use state-of-the-art marketing communication tools and prepare an operational plan for company's marketing communications.
4. learn about the marketing-mix.
5. explores, organizes and analyses facts and fundamental relationships using the communication theory and methods studied.
6. he is able to express his thoughts orally and in writing in an orderly form.

1. Cooperates with the instructor and fellow students in the development of knowledge.
2. Work independently while continuously expanding your knowledge.
3. Open to the use of state-of-the-art technology.
4. Continuously expands your knowledge by gaining knowledge.
5. Strives to develop and fulfil your own communication skills and abilities.
6. Open to accepting and integrating ideas from yourself and others in the sub-implementation of marketing management knowledge in communication.
7. Open to template-free management solutions.

1. open to unique and effective marketing problem solving.
2. can work independently.
3. analyse and evaluate the available information in problem solving and use it to further develop towards multipolar problem solving.
4. accepts and integrates the opinions and ideas of others into your knowledge.
5. create and present individual ideas to fellow students.

Lectures, verbal and written communication, IT tools and techniques, and optional exercises to be carried out independently.

• BME-MVT: Marketing: Fókuszban a termék. Typotex Kiadó, Budapest, 2017.
• Vágási M. (szerk.): Marketing stratégia és menedzsment. Alinea Kiadó, Budapest, 2007.
• Kotler, P., Armstrong, G.: Principles of Marketing. 16th Edition, Pearson, 2016
• További letölthető oktatási segédletek - More educational materials are available for download.

The learning outcomes set out in point 2.2 are evaluated on the basis of two mid-term written test measurements (summary academic performance assessments), homework or exams.

Detailed description of mid-term performance assessments – english course: 1. Summary academic performance assessment: The two mid-term written performance measurements are 30 and 30 minutes respectively. The two written tests measurements can earn up to 40 (20-20) points, which is coun-ted by a total of 10-10% in the assessment of the subject. The condition for signing is to obtain 20 points from the two papers together. 2. Sub-performance - evaluation (class assignment): the lessons are optional, can be completed during the semester, as advertised in the lectures, cannot be replaced and the points the students have earned is counted only in the exam, the signature cannot be obtained. During the semester, 3-4 written and/or oral lessons bonuses may be announced. 3. Sub-performance assessment (active participation): on a few occasions during the semester, the lecturer may also evaluate the performance of the lesson (e.g. comments, opinions, etc.), which is counted only in the exam and the signature cannot be obtained. 4. Combined the extra pointsd with the lesson task and the active participation (detailed in the points 2 and 3), maximum 30 extra points (15%) can add to the total points when the exam note is calculated. Detailed description of exam performance assessments – english course: Parts of the exam: 1. Written performance assessment: The exam test is 160 points, which is counted as 80% in the assessment of learning outcomes. The exam could include 60 minutes of short explanation and/or multiple choice and case study questions. 2. Mid-term results are included: the two midterm tests (described in point 3.2) can be counted at 10-10%, while the lesson assignment and active participation can be counted up to 15% in the exam evaluation. These achievements will be maintained and accounted for after the signature - as long as the student's signature is maintained until the semester required by the TVSZ.

• 1. midterm test: 50%
• 2. midterm test: 50%
• performance assessments (homework, additional points for active participation in lectures): 75%
• total: 100%+75%

• Semester-end written exam: 80%
• optional midterm works and lesson points: 15%
• midterm results: 20%
• total: 100%+15%

English course: To get the signature, the student must reach at least 50% of the points that can be obtained under point 3.3. The performance assessment (homework, active participation) of 75% in point 3.3 is displayed during the semester, but it can only be counted in the exam points and cannot be counted against the signature. The signature is valid until the period that required by the TVSZ.

1) Under Section 122§ (4) of the TVSZ, the student who has taken the course is entitled to a fee-free replacement of the summary performance evaluations one-time. 2) There are no individual minimum requirements for each midterm performance assessment, each of the two midterm tests can be replaced at the time advertised as a replacement during the semester according to the advertised schedule. 3) Since the homework is optional, it does not count for signing and it belongs to the part above 100% in the definition of the mark and cannot therefore be replaced. The deadline for submission and the description of the task will be announced in the class. 4) The homework which is submitted and accepted cannot be corrected. The lesson work which is checked and accepted cannot be corrected. 5) Active participation in class cannot be replaced, repaired or otherwise replaced. 6) If the a midterm (and the repeat midterm too) is repaired, the new results will be taken into account. 7) If the student is unable to pass the subject with 2 exam occasions, the student will not be able to obtain any further repairs and replacements during the semester.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 13.03.2021.

The subject includes the topics detailed below to ensure that learning outcomes listed under 2.2. can be achieved. Timing of the topics may be affected by calendar or other circumstances in each semester.