Course topics:

• Defining marketing, marketing environment, elements of the environment, b2c and b2b marketing
• Buying process, consumer behaviour,
• Segmentation, Targeting, Positioning
• Competition analysis
• Marketing research
• Elements of the marketing mix:
• Product, innovation, product lifecycle, branding
• Price, pricing process, strategy of pricing
• Place, Distribution, distribution channels, distribution chains
• Promotion, Communication model, communication-mix, media, advertisement, commercials
• Marketing planning tools and strategies
• Marketing management

Aims:

The aim of the course is to introduce students to the basic concepts of marketing. The students will be able to analyse the market and the marketing possibilities, understand and use the marketing tools and processes.

Józsa, L. – Piskóti, I. – Rekettye, G. – Veres, Z. (2005): Decision-oriented marketing, Akadémiai Kiadó, Budapest, ISBN 963 224 784 1

Kotler, P. – Keller, K. L. (2006): Marketing Management (12th ed.), Prentice Hall, ISBN 0536359741

Kotler, P. – Armstrong, G. (2009): Principles of marketing (13th ed.), Prentice Hall, ISBN 0136079415

Lamb, C. W. – Hair, J. F. – McDaniel, C. (2011): MKTG. South-Western College Pub., ISBN 1111528098

Józsa L. (2003): Marketing strategy, Complex Kiadó Zrt, ISBN 9632247035