Details - Tematika

Marketing basics (MATUBAN-MARKBASI-1)

Basic data

Name and type of the study programme

Tourism and catering, undergraduate program

Curriculum

2024

Classes / consultation hours

2 + 1 + 0 (L+S+Labs)

Credits

5 credits

Theory – Practice

Theory: %, Practice: %

Recommended semester

Semester 2

Study mode

full-time

Prerequisites

Evaluation type

Colloquium

Course category

Compulsory

Language

English

Instructors

Responsible instructor

Pálinkó Éva Etelka Dr.

Responsible department

Gazdaságtudományi Kar

Instructor(s)

Pálinkó Éva Etelka Dr.

Checked by

–

Course objectives

The objective of the course is to provide students with deep and organized knowledge about the market, its functioning, and the market operations of companies. The course introduces the perspective, theories, concepts, and practices of marketing management from a corporate approach. By presenting the basic concepts of fundamental marketing theories and concepts, participants can gain insight into the development of marketing. The course includes many practical assignments to help deepen what is learned in theory and to acquire practical usage skills The learning outcomes primarily involve familiarizing students with the marketing perspective and the use of basic concepts, enabling them to address various corporate problems, questions, and decision-making situations with an adequate and professional approach.

Course content

Lectures

1. 23FebrDefining Marketing and the Marketing Process (Book: Part 1 Chapter 1 and Chapter 2) 2. 2March- Marketing Research Primary and secondary research. Qualitative and qu-antitative methods (Book: Part 2 Chapter 4) 3. 9March - Consumer Markets and Buyer Behavior1 (Book: Part 2 Chapter 5) 4. 16March - Consumer Markets and Buyer Behavior2 (Book: Part 2 Chapter 5) 5. 23March - Studensts’ Projects 1 6. 30March - MidTerm Test1 (1-4 Topics) Studensts’ Projects 1 7. 6April – Easter 8. 13April Segmentation, Targeting, Positioning (STP). (Book: Part 3 Chapter 7)Products, 9. 20April - Services and and Brands. Product development process, product life cycle, and marketing mix, use of brand elements. (Book: Part 3 Chapter 8 and Chapter 9) 10. 27April - Marketing Channels. Retailing and Wholesaling. (Book: Part 3 Chapter 12 and Chapter 13) 11. 4May - Integrated Marketing Communication Strategy. Advertising. (Book: Part 3 Chapter 14 and Chapter 15) 12. 11May- Students’ Projects 2 13. 18 May - Mid Term Test 2 (5-8 Topics) Studensts’ Projects 2

Seminars

Acquired competences

Knowledge

Knowledge: The course ensures the acquisition of basic marketing concepts, lays the foundation for future marketing knowledge, establishes the basic norms of the field, and introduces the cor-porate areas affected by marketing activities.

Skills

Skills: The course provides a basis for competently approaching corporate marketing problems, navigating among them, and offers guidance on independently determining related tasks.

Attitude

Attitude: The development of a cooperative disposition capable of coordinated operation with stakeholders, aligned with the marketing perspective.

Autonomy and responsibilities

Autonomy and Responsibility: The development of a responsible mindset capable of indepen-dently making professional decisions and recognizing one's limitations

Requirements, evaluation and grading

Mid-term study requirements

Preliminary grade Mid term test 1 AND Mid term test 2 AND Group presentation - both during the instuction period Eligibility criteria for Preliminary Grade above sum 60 points Requirements for signature: Mid term test 1 AND Mid term test 2 - above sum 30 points on the mid term tests Achievable Points: Mid term test 1 (Compulsory): 40 points max. Mid term test 2 (Compulsory): 40 points max. Group presentation 1 or 2 (Optional): 20 points max. Grades and Points: • 86 - 100% performance (points) – excellent (5) • 76 - 85% performance (points) – good jó (4) • 61 - 75% performance (points) – satisfactory (3) • 50 - 60% performance (points) – pass (2) • - 49% performance (points) – fail (1)

Exam requirements

Examination in the exam period based on the lecture book, lecture contents and seminars

Generative AI usage

2nd position: The use of GAI tools is permitted when solving tasks, but a declaration about their use is mandatory. This means that GAI tools can be used when creating or solving formative or summative assessment elements, but a declaration about their use is mandatory.

Study aids, laboratory background

Lecures slides, and moodle course

Readings

Compulsory readings

Philip Kotler- Gary Armstrong: Principles of Marketing 2021. Pearson ISBN: 1-292-34113-0