Academic year/semester: 2024/25/1

ECTS Credits: 4

Available for: All OU students

Lecture hours: 2
Seminarium:0
Practice: 2
Laboratory: 0
Consultation: 0

Prerequisites: -

Course Leader: Dr. Réka Saáry

Faculty: Keleti Károly Faculty of Business and Management, 1084 Budapest, Tavaszmező utca 17.

Course Description:
Market orientation stages, conceptual classification of marketing. The role of marketing in business practice, elements of the marketing mix. Elements of the marketing environment, the concept and types of competition. Consumer market characteristics, factors influencing consumer behaviour. Organisational market and purchasing behaviour. Market segmentation process, methods. Product mix shaping, product life curve. Services marketing. pricing policy, pricing methods, types of pricing strategy, pricing tactics. Supply chain structure and operation, types of channels. Types and characteristics of retail formats. Marketing communication process, steps in planning integrated marketing communication, tools: ATL, BTL, OTL/TTL tools.

Competences:
-

Topics:
1. Basic concepts of marketing and its integration into corporate practice
2. Environment analysis
3. Consumer behavior. Buyung decision. Perception, attitude models
4. Organizational markets and buying behavior
5. Segmentation in consumer and organizational markets
6. Educational break - Easter Holiday
7. Midterm test
8. Product and service policy: Specifics and management of services
9. Price policy: The main aspects and methods of pricing
10. Place policy: Supply chain structures; Place choices and management
11. Marketing communication: The models of communication, forms of advertising
12. Market research
13. Make-up test (midterm test retake)
14. Pre-exam

Assessment: Expectations: - The lectures are provided before seminars online in Moodle. The online and offline (detailed up-to-date information in Moodle) exercises are obligatory; the absence can not exceed the rate allowed in the SER. - Midterm test is in the 7th week. - Substitution test can be written in the 12. week and in the first ten days in the examination period. Grading: It consists of two parts: Presentation in a given topic: 20 % Midterm test: 40% Exam: 40%. The written test and exam results should exceed 50%. Point limits for the grade: 0-49% did not meet (1) 50-61% passed (2) 62-73% medium (3) 74-85% good (4) 86-100% excellent (5).

Exam Types:

Oral Exam

Written Exam

Test Exam

Compulsory bibliography: Kotler, P., Wong, V., Saunders, J., Armstrong, G. (2005): Principles of marketing. 4th edition, Prentice Hall. chapter I., VII., VIII., XVIII., XIX. XX., pp. 474-476., pp. 604-613. Tanner, J. F., Raymond, M. A. (2012): Marketing Principles v. 2.0. chapter III., V., XV., pp. 192-200. Kelemen-Erdős Anikó, Saáry Réka (2018): Basics of marketing: Exercises and activites. Óbuda University, Budapest Other teaching materials

Recommended bibliography: -

Additional bibliography: -

Additional Information: The lecture is e-learning, the study materials are available in the moodle system.