Course for international guest/part time students
- Faculty
- Faculty of Economics
- Organization
- GTK Department of Marketing and Argumentation Theories
- Code
- GTI21AN108EN
- Title
- Marketing
- Usual semester
- Autumn
- Published semester
- 2024/25/2
- ECTS
- 6
- Language
- en
- Learning outcomes
- Education purpose: The aim of the course is to enable students to understand the role of marketing within a company, its key concepts, models, approaches, the impact of marketing orientation on organizational performance and to learn about the related tasks and tools. Intended Learning Outcomes: On successful completion of this course, students should be able to: - understand the basic concepts and vocabulary of marketing - summarise the general and specific characteristics of development of the marketing Links to Sustainable Development Goals: On successful completion of this course, students should be able to connect topics taught to the SDGs: - Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all (SDG 4) - Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all (SDG 8)
- Course content
- The course provides an overview of the basic concepts of marketing, the types of market orientation, the relationship between corporate and marketing strategy, and their planning in the light of the types of marketing organization. Methods of gathering information for the development of corporate strategies, macro and micro environment analysis methods, and situation analysis models will be introduced. Within the framework of information gathering methods, the marketing information system will be presented, its functions and components will be detailed. Reflecting the customer orientation of marketing, the subject addresses in detail the factors influencing customer behaviour in both the consumer and business markets. In the context of consumer behaviour, we deal with the modelling of defining characteristics, the purchasing decision process, the types of purchasing roles and behaviours, and the segmentation of the consumer market. In the organizational market, we introduce the basic concepts of purchasing behaviour and industrial marketing, its differences to the consumer market, the characteristics of industrial market marketing, and the process of purchasing decision. Marketing tools to achieve strategic goals are presented, from product policy to branding, pricing and sales to marketing communications. The course introduces students to the core concepts and tools of marketing. The course focus on the steps in the marketing process from understanding customer needs by the methods of gathering information and market research, to designing customer value-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the company. Course topics include marketing environment, marketoriented strategic planning, marketing research and information systems, buyer behaviour, target market segmentation and selection, competitive positioning, product management, pricing, distribution, and integrated communications. Skills and Competencies: - understanding the general and specific characteristics and main directions of development of the marketing, - understanding the basic concepts and the vocabulary of marketing, - applying theory using case studies, understanding the impact of environmental factors on marketing decisions, marketing research approaches. - understanding the contribution of diverse scientific fields (e.g. psychology, economy, sociology) to the marketing field.
- Assessment method
- The principles and ground rules of assessment at ELTE Faculty of Economics for bachelor courses are available at: https://gtk.elte.hu/bscorarend?m=6656 Grades offered during the semester: 60-69% satisfactory, 70-84% good, 85-100% excellent Examination grade: 50-54% pass, 55-69%, satisfactory, 70-84% good, 85-100% excellent The current assessment and evaluation requirements of the ELTE GTK apply, which can be found on the GTK TH website under the student's level of training.
- Bibliography
- Kotler, Amstrong: Introduction to Marketing, Pearson, 2017 Copies of the lecture slides, and other material relevant for the course will be made available on MOODLE.