Academic year/semester: 2025/26/2

ECTS Credits: 4

Available for: Only for the faculty’s students

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

Prerequisites: -

Course Leader: Dr. habil. Szigeti Ágota Orsolya

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

Course Description:
The aim of the course is to provide market-oriented marketing strategy principles, tools and methods, which will enable students to compile system-theoretical descriptions related to strategy development, as well as to prepare, implement and monitor company-level and sub-strategies.

Competences:
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Topics:
1. E-learning: 1. Strategic planning and marketing (Strategic thinking. Marketing within strategy and strategy within marketing.)
Seminar: Description of requirements. Formation of groups. Topic selection.
2. E-learning: 2. Analysing the external (macro-) environment (STEEP/PESTEL-analysis. Methods of classification and forecasting of STEEP/PESTEL factors.)
S: Lombok Foods case study for corporate strategy planning and macro-environment analysing
3. E-learning: 3. Analysing the competitive environment (Elements of the competitive environment. Methods for identifying competitors. Predicting measures taken by competitors.
S: Adventure Tours case study for finding competitors
4. E-learning: 4. Analysing the internal environment (Resourcing and capabilities of the organisations. SWOT and potfolio-analyses.)
S: Elektrotrans Ltd. case study to know portfolio-analyses
5. E-learning: 5. The methodology to understanding consumer needs (Focus groups discussion, Perceptual map. Advantage-benefit analysis. MMS-analysis. Problem research. Analysis of consumer complaints. Examining consumer satisfaction.)
S: Adventure Tours case study for recognising consumer behaviour
6. E-learning: 6. STP marketing (Segmentation, targeting, positioning.)
S: Test (Topics 1-6) 27.03.
7. E-learning: 7. Corporate strategies (Market aim -, geographical market -, market commitment -, market reduction -, market competition strategies. Strategies based on the timing of market appearance.)
S: Headache medicine case study to analyse corporate strategies
8. E-learning: 8. Product policy (Product development. The role of product life-cycles in strategies. Branding strategies)
S: Health Cruises case study about part-strategies
9. E-learning: 9. Pricing policy (Factors influencing prices. Typical price strategies. The experience curve. Game theory and decision tree in price strategy. Offensive pricing.)
10. E-learning: 10. Distribution policy (Objectives and structure of distribution policy. Intensity distribution strategies. Vertical marketing systems. Evaluating the distribution system.)
11. E-learning: 11. Promotion policy (Objectives and cost strategies of promotion. The importance of promotional elements. Strategies of the promotion-mix.)
12. E-learning: 12. Implementing and controlling a marketing strategy (Elements of implementing strategy. Marketing management and controlling.)
S: Test (Topic 7-12)
13. E-learning:-
S: Students presentations
14. E-learning:-
S: If needed: Students\' presentations. Replacement (optional)

Assessment: Requirements for signing the semester: • Participation on the seminars according to the official regulations. • Completing the assignments given on the seminars by the deadlines. • Completing two tests (online via Moodle in time of seminars) in weeks 6 and 12 at least at the satisfactory level. • In the 13th week, in groups of 2-3 people, the presentation of the strategic analysis of the company of your choice (agreed with the teacher) in the form of a 10-12-minutes presentation. Free presentation format (without paper and mobile) is expected, and active participation of all group members during the presentation. • The presentation has to include the following parts: - introduction and mission of the chosen company, - analysis of the macro and micro environment, - competitor analysis, - identification of company-level strategies, - analysis of the company s main target group by geographical, demographic and psychographic characteristics, - presentation of a positioning strategy, - characterisation of marketing tools - product strategy, product portfolio analysis, pricing, distribution and communication strategy, - SWOT analysis, - development proposals. It is possible to replace the tests and the presentation once in the 14th week. The exam grade consists the following partial tasks: Tests results: 20-20% Activity on seminars and seminar assignments: 20% Presentation: 20% Exam paper: 20% Failure to complete any sub-task will result in refusal to sign.

Exam Types:

Test Exam

Compulsory bibliography: Whalley, A.: Strategic marketing. E-book, 2014. bookboon.com Moderandi Inc.: The strategic marketing process. E-book, 2013. MarketingMO.com McCarthy, B.: Strategy, marketing plans and small organizations. E-book, 2016. bookboon.com

Recommended bibliography: -

Additional bibliography: -

Additional Information: -