Principles of Marketing
2008 Fall

Lecturer

István ESZES Ph.D.
Professor, Head of the Department
Budapest Business School
Marketing Department

Phone

+361 4677-852

Contact hours

Thursday, 13.30 - 14.30
KKFK

Facsimile

+361 4071-559

Office

KKFK

E228

e-mail 
(proposed way of communication)

istvan@eszes.net

Prerequisites

 There are no special prerequisites studying this subject.

Course description

This course deals with the study and analysis of the basic principles, theories, problems, and practices of marketing in our modern ever changing economic environment. Emphasis is placed on the marketing functions, planning and the distribution of goods and services from the producer to the ultimate consumer. The marketing mix (product, price, place, and promotion) is presented as a controllable variable to target market segments, which have unmet needs and wants that a firm can satisfy and be profitable. Market research and information technology tools of the marketing manager are also explored.

General Learning Objectives

On successful completion of this module students will be able to:

• Demonstrate the intelligent interpretation and use of marketing data in managing and analyzing business operations.

• Demonstrate a firm understanding of the role of marketing in society and in the firm.

• Identify the various factors that influence marketing decision-making.

• Compare and contrast the economic, political and social aspects of the marketing environment.

• Verbalize both orally and in writing the four basic elements of the Marketing Mix and Marketing Strategy: Product, Pricing, Promotion and Place (Distribution.)

• Define the dimensions of market demand, competition and market segmentation.

Course Requirements

• Check your e-mail for course communication
• No late papers will be accepted in this class.
• This is a paperless course, most of the resources for this module will be available only electronically.

Learning Resources

• lectures

• Kotler – Armstrong: Principles of Marketing, Eleventh Edition, Prentice Hall, Upper Saddle River, New Jersey 07458, 2006. (core manual)

• additional reading indicated on the course web site

Recommended reading

• G. Lancaster – L. Massingham: Essentials of Marketing, McGraw-Hill Book Company, 2001

•  David Jobber: Principles and Practice of Marketing, McGraw-Hill Book Company, 2006

 http://www.adobe.com/products/acrobat/readstep2.html
 

Indicative
Assessment

30% - Assignment  - prepared in subgroups

70% - Exam - INDIVIDUAL WORK

The results can be downloaded from here

Lecture programme

Wednesday,
13.00 - 14.30

Markó 21

ASSIGNMENT HAND-IN

December 3, 2008

 

Lecture	Topics
1.  week	Marketing in a Changing World
2.  week	The Marketing Environment
3.  week	Consumer Buying Behavior
4.  week	Marketing Segmentation, Targeting and Positioning
5.  week	Marketing Information
6.  week	Strategic Planning and the Marketing process
7.  week	Product Concepts
8.  week	Price, Quality and Value
9.  week	Making Products Available, Retailing, Wholesaling
10. week	Marketing Communications, Advertising, PR
11. week	Direct & Online Marketing
12. week	Competitive Marketing Strategies
13. week	Global Marketing / Marketing Ethics

Assignment

At the first meeting the group will be structured into subgroups (consisting of 3 students). The task: a marketing analysis of the business situation (market, competitor analysis, SWOT) described in the case study sent to the specific subgroup and answering the questions at the end of the case study.