BUDAPEST BUSINESS SCHOOL
COLLEGE OF FINANCE AND ACCOUNTANCY- FINANCE DEPARTMENT
1149 BUDAPEST, BUZOGÁNY ST. 10-12.
 / FAX: +36-1-4696697
SYLLABUS
Introduction intoMarketing
Course title:
Introduction into Marketing
Course code:
MARK1K0EKMP
Status:
Business Core
Contact hours:
2
Credits:
3
Prerequisites:
Course unit leader:
None
Zoltán SZABÓ PhD MBA
Tutor(s):
Zoltán SZABÓ PhD MBA
Aims and objectives
An introduction to the marketing concept and an exploration of the principles and practice of
marketing.
Learning outcomes
At the end of the module, students will know and understand the role of marketing in a
democratic society; they will be able to describe the function of marketing management and
its responsibilities; they will be able to list the ingredients of the marketing mix; and they will
understand the variety of ways of conducting market research.
On completion of the module, students will be able to formulate an outline strategy for market
penetration and development of existing products; they will be able to conduct preliminary
market research; and they will have a basic skill in constructing promotional campaigns.
Course description
1
This is the introductory marketing module, performance within which determines progression
to later modules in the subject of marketing.
Methodology
This subject builds over lectures and the compulsory reading. During lectures the main
chapters of the book from Philip Kotler will be addressed.
Course schedule
Consultations
(2 hours per each)
Topic
1st
Introduction to marketing: The customer focus
2nd
Company orientations, Customer value
3rd
Market oriented strategic planning
4th
Elements of MIS / Market research
5th
Buyer behaviour
6th
Segmentation, Targeting, Positioning
7th
New product development
8th
Managing PLC, Designing strategies for market leaders, Challengers,
Followers, Nichers
9th
Product
10th
Price
11th
Place
12th
Promotion
Course policies
Attendance at lectures is highly recommended
Assignments
ASSESSMENT
Course work
Group assignment
Class participation
Examination
50%;
30%
20%
50%
2
Submission dates:
Group assignment
: Written submission, 29 April
Assignments must be submitted by the specified deadlines for a full mark. Assignments
handed in up to 1 week late may be accepted but they can only be awarded a maximum of
50% - submissions after this will be rejected unless the Head of School gives permission for
extraordinary submission.
Assessment and grading
Grading: points (percentages) corresponding with marks from 1-5.
0-59%
fail
60-69%
pass
70-79%
satisfactory
80-89%
good
90-100%
excellent
Compulsory readings

Kotler, Philip (2009): Marketing management. Prentice Hall
Recommended readings


Armstrong, Gary and Kotler, Philip (2007). Marketing: An Introduction. Pearson
Prentice Hall.
Solomon, Michael R., Marshall, Greg W. and Stuart, Elnora W. (2006). Marketing:
Real People, Real Choices. Pearson Prentice Hall.
Brassington, Frances and Pettit, Stephen (2006). Principles of Marketing. FT Prentice
Hall.
Hooley, Graham J.;Saunders John A.; Piercey, Nigel F. (1998) Marketing Strategy &
Competitive Positioning. Prentice Hall. 2nd edition.
Bryman, Alan and Bell, Emma (2007, 2nd ed.). Business Research Methods. Oxford
University Press.
www.absolutebrand.com;

www.ksh.hu/pls/ksh/docs/index_eng.html;

www.iaaglobal.org;

www.worldhistory.com/wiki/l/list-of-marketing-topics.htm
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3