1. art and entertainment
2. books and literature

BUDAPEST BUSINESS SCHOOL
COLLEGE OF COMMERCE, CATERING AND TOURISM
Subject Outlines
of the
COMMERCE & MARKETING BA MAJOR
Module C
in the 2015/2016. academic year
Budapest, May 2015.
Contents
CONTENTS ...................................................................................................................................................................... 2
C. MAIN SUBJECTS OF THE COMMERCE & MARKETING BA MAJOR ......................................................... 3
C.1. COMMON MODULE OF THE MAJOR .......................................................................................................................... 4
C.1.1. Market Research (PIKU1K0AKMP) ............................................................................................................... 4
C.1.2. Sales Management (ELME1K0AKMP) ........................................................................................................... 5
C.1.3. Marketing Communication (VKAMCA1BSC) ................................................................................................ 6
C.1.4. Basics of Logistics (VKABLO1BSC) ............................................................................................................... 7
C.1.5. Quality Management (VKAQUM1BSC) .......................................................................................................... 8
C.1.6. International Trading Techniques (NKER1K0AKMC)................................................................................. 10
C.1.7. Consumer Behaviour (FOGM1K0AKMP) ................................................................................................... 11
C.1.8. Product Assortment and Pricing Policies (TAPO0KAAKMP) ..................................................................... 12
C.1.9. Introduction to Retailing Management (BVKG0KAAKMC)......................................................................... 13
C.1.10. International Marketing (NMAR1K0AKMP) ............................................................................................ 15
C.1.11. Professional Business Language (VKAPFL1BSC) ..................................................................................... 16
C.2.1. INSTITUTIONAL MODULE OF THE MAJOR ............................................................................................................ 17
C.2.1.1. Services and B2B (SZBB1K0AKMP) ......................................................................................................... 17
C.2.1.2. Marketing and Company Strategy (MARS1K0AKMP) ............................................................................... 18
C.2.1.3. Public Relations (PUBR1K0AKOT) ......................................................................................................... 19
C.2.1.4. Project Management (VKAPMA1BSC) .................................................................................................... 20
C.2.1.5. Controlling of Trading Companies (KONK1K0APZC) ............................................................................. 21
C.2.2. PROFESSIONAL ALTERNATIVE MODULES. (TWO MUST BE CHOSEN) ................................................................... 22
C.2.2.1. Marketing Consulting (1+1) (MART1V0AKMP) ..................................................................................... 22
C.2.2.2. Trends & breaking points in economic growth (GANT1K0AEMT ............................................................ 23
C.2.2.3. International Relations and Institutions (NEKI1K0ATTN ......................................................................... 24
C.2.2.4. Direct and Database Marketing DABM1X0AKMP ................................................................................... 25
C.2.2.5. Online Marketing (1+1) (ONLM1X0AKMP) ........................................................................................... 26
C.2.2.6. Policies and Rules of the EU in Commerce (EUKP1X0AKMC ................................................................. 27
C.2.2.7. Price Risk Management (ARKO1V0AKMC................................................................................................ 28
C.2.2.8. Environment sensible corporate management (KBVI1X0AKMC) ............................................................. 29
C.2.2.9. Setup and market introduction of trade firms KELP1X0AKMC) .............................................................. 30
C. Main Subjects of the Commerce & Marketing BA Major
In Module C - the Main Subjects of the Commerce & Marketing BA Major, are the common core and
alternative elective members of all Commerce & Marketing Curricula in the undergraduate Bachelor Level
Education Programmes of the Hungarian Higher Education System. It contains the following essential
subject groups:
The C.1. Common Module of Commerce & Marketing BA Major contains all those
subjects, which must be taken by students gradually in the second and third academic year of
their BA studies. All these subjects should be present in all Commerce & Marketing BA
Curricula in Hungary, and students must take them to achieve the BA degree in this major. In
these subjects students learn essential business topics, like market research, consumer
behaviour, marketing communication, marketing strategy and international marketing. They get
important knowledge about product assortment & pricing, quality management, logistics and
the introduction to retailing management. They have to accomplish the basics of marketing,
product assortment & pricing policy and the introduction to retailing management subjects, and
achieve altogether more than 100 ECTS at the end of the 4. semester, They have to fulfil these
requirements to get the opportunity and choose the preferred specialisation within the major.
In the C2.1 Institutional Module, the subjects are an obligatory add-on subset determined by
the Senate of the Budapest Business School. The subjects of this group are: “Services and
B2B”, “Marketing Strategy”, “Public Relations”, “Project Management” and “Controlling of
Trading Companies”. We strongly believe, that these subjects should be taught to reach the
required level of knowledge and skills for the BA degree.
In the C.2.2. Professional Alternative Modules students have to extend their knowledge by
choosing at least two of the offered subjects.
Attention please!
1) Read carefully the information in which semester (fall or spring) are the subjects offered in
English. You can find them in the 4. row of the identification section of the outline. The
majority of subjects are offered either in the 1.; 3.; 5; or 7. (fall semester) or in the 2.; 4. or 6.
(spring semester). We can offer some of them in every semester. If you not only failed the
exam, but the teacher has denied his signature for the subject, you must retake it in a special
course. Please, read therefore the curriculum map carefully and choose those subjects into your
individual study time-table, which help you to avoid unnecessary delays or bad lucks in the
study sequence of subjects.
2) Read carefully the prerequisites of subjects to avoid situations in which you can’t pass exam
successfully, because of the lack of exam from previous subjects. Even ERSAMUS students
should think on this issue, because they may take subjects totally free, but the lack of
prerequisite subject knowledge might cause difficulty to pass the exam, and get the necessary
ECTS.
3) Read also the language knowledge requirement of the various subjects. This might cause
also problems, especially if some ERASMUS students are coming mainly to learn English
language during their stay at BBS. This is an important objective of ERASMUS mobility,
however some courses in the main study require a C2 level of English language knowledge.
This requirement is only indicated implicitly in the identification section of the subject outline.
You find hints on it by investigating the semester number of the subject offered. Subjects
usually offered in the 5.; 6. or 7. semester require C2 level of English language skills.
C.1. Common Module of the Major
C.1.1. Market Research (PIKU1K0AKMP)
Subject’s title:
Market research
Subject’s code:
PIKU1K0AKMP
Type of subject:
Obligatory subject in Module C.1.
Level of the subject:
BA level; offered in semester 4.
Credit points:
6 ECTS
Subject’s leader:
Dr. Hlédik Erika
Subject’s instructor:
Dr. Ákos Kozák; Ms. Judit Papp
Contact hours:
Lecture:
2
Practice:
2
Total:
4
Consulting hours:
by appointment
Language of education:
English
Type of exam:
Project work and oral final exam
Prerequisites to qualify for subject:
Marketing
Short description of the subject; aim:
Students have to prepare project as a pair work and defense it orally. Plus there is a final oral
exam concerning the theory of Market research. The aim is to be able to design, carry out and
evaluate the results of a short individual market research. The theoretical aim is to know,
understand and be able to use the different market research methods.
Knowledge acquired by the middle of the term:
Naresh Malhotra: Marketing research chapters I-II.
Required background reading materials:
Compulsory reading:
Naresh Malhotra: Marketing research
Recommended reading:
Lectures’ consultation hours availability:
Others:
C.1.2. Sales Management (ELME1K0AKMP)
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
Sales Management
ELME1K0AKMP
Obligatory subject in the Module C.1.
BA level, offered in semester 5.
3 ECTS
Dr. Gedeon Totth CSc.
Dr. Tamás KOZÁK PhD. dr. Patricia NÉMETH PhD
by appointment
English
2 hours/
Lecture: 1 hour/week Seminar: 1 hour Total:
week
5 hours per week
Students learning hours:
Total:
Lectures and seminars biweekly
Subject’s schedule:
Written
Type of exam:
Prerequisites to qualify for subject: Marketing
Short description of the subject:
Objectives:
This subject describes the nature of personal selling and the changes brought about by moving
business to a customer orientation. We will outline the role of the sales force in relationship with
the marketing mix factors. We will trace the process of how sales management has changed in
recent years. We will describe the critical role, tasks, and activities of a field sales manager, and
present to students the sales management training and development activities in real business life.
Teaching strategies and method of delivery:
⇒ Topics are covered by lectures and seminars. Students are required to make notes during the
Power Point lectures. Appropriate case studies are also used. Case studies will also help students
in the seminars to understand the role of personal selling and relationship management.
⇒ Students will understand the role of personal selling and relationship management and to identify
market situations in which sales representatives should find the most effective means of reaching
and influencing potential customers in target.
⇒ We will show how the professional salesperson contributes to the modern marketing and
outline the steps involved in making a sales action. We explain why marketing processes
do not finish, when sales have been made.
⇒ We will classify the various forms of sales representatives’ compensation, and help students to
explore and identify some of the ethical issues, sales personnel have to face. Students s tudy t o
identify
the purposes of sales promotion.
Home
assignment:
3-4-students have to create a working-team in the first seminar. The exact task will be given by the
teacher for the team-members and they have to write a study and make a Power point. presentation by
team members on the (agreed date of) seminar.
Compulsory reading:
1) Eugene M. Johnson-David L. Kurtz - Eberhard E. Sheuing: Sales Management. Concepts,
Practices, and Cases. McGraw-Hill, Inc. 1994. ISBN 0-07-032652-5
2) Dalrymple's Sales Management: Concepts and Cases,
3) Philip Kotler: Marketing Management. Publishing House of Hungarian Technics. Budapest, 1998
4) Nándor Komáromi: Marketing Logistics. Ways to the customers. Publishing House of the
Hungarian Academy of Sciences, Budapest, 2006
C.1.3. Marketing Communication (MAKO0KAAKMP)
Subject’s title:
Subject’s code:
Marketing Communication
MAKO0KAAKMP
Type of subject:
Obligatory subject in the Module C.1.
Level of the subject:
BA level, offered in semester 4.
Credit points:
3 ECTS
Subject’s leader:
Dr. Gedeon Totth CSc.
Subject’s instructor:
Dr. László Kárpáti CSc.
Consulting hours:
By appointment
Language of education:
English
1 h/w Practice:
1 h/w
Contact hours:
Lecture:
hours per week
Students learning hours:
written
Type of exam:
Prerequisites to qualify for subject:
Fulfillment of all the previous compulsory subjects
Total:
Total:
2 h/week
Short description of the subject; aim:
To make the students capable of decision-making in connection with marketing
communication.
Knowledge acquired by the middle of the term:
Knowledge in connection with basic communication methods.
Required background reading materials:
Compulsory reading:
Kotler – Armstrong: Principles of Marketing, 11th ed. Pearson Books, NJ, 2006.
Recommended reading:
Kotler: Marketing Management. Pearson books, NJ. 2005.
-
C.1.4. Basics of Logistics (VKABLO1BSC)
Subject’s title:
Basics of Logistics
Subject’s code:
VKABLO1BSC
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
Obligatory subject in Module C.1.
BA level; offered in semester 4.
3 ECTS
Dr. Anna Tátrai
Mr. László Sebestyén
By appointment
English
2 per
Lecture:
Practice:
week
hours per week
Students learning hours:
Subject’s schedule:
written
Type of exam:
Prerequisites to qualify for subject:
0 per
week
Total:
2 per
week
Total:
Short description of the subject:
This course deals with the logistics from a systems perspective.
Aims:
To enable the student to describe, understand, analyze and recommend enhancements to the logistics
functions within a trade environment.
To provide the student with an overview of the larger issues associated with Supply Chain
Management.
To develop an understanding of analytical tools useful in logistics and skill in using these tools.
Teaching strategies and method of delivery:
We will be using a combination of lecture, case studies, class discussions, class exercises and student
presentations to cover the required material.
Home assignment:
As directed, students will complete these assignments individually. There will be directions for
completion of the assignment. The written homework and the guidelines for the homework will be
distributed in the week after the midterm break.
Compulsory reading:
Ronald H. Ballou: Business Logistics Management
Recommended reading:
Donald J. Bowersox, David J. Closs: Logistical Management
Douglas M. Lambert, James R. Stock: Strategic Logistics Management
C.1.5. Quality Management (VKAQUM1BSC)
Subject’s title:
Quality Management I.
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
VKAQUM1BSC
Obligatory subject in Module C.1.
BA level offered in semester 4.
3 ECTS
Dr. Antal Tóth.
Mr. László Sebestyén.
by appointment
English
2 per Practice:
…per
Lecture:
Total:
week
week
hours per week
Students learning hours:
Total:
written
Type of exam:
Prerequisites to qualify for subject:
Basic knowledge of management science, finance, marketing and statistics
Short description of the subject:
This course discusses quality as a business strategy for development of value added activities,
through continuous improvement of business processes
Aims:
Its aim is to
– review history of quality
– explain and describe core concepts of quality management
– show cultural background, philosophies and typical styles of quality management
– discuss current quality initiatives (ISO 9000, TQM, 6 Sigma, Kaizen, etc…)
– present some simple practical tools for quality management
– identify and analyse operational connections of quality management
– highlight relevancy of process orientation, communication and teamwork
– assess effectiveness of quality management in different business environments
– consider ways of quality management in global supply chains and networks
Learning outcomes:
knowledge
Students will understand why quality is essential factor of competitiveness.
They will be able to assess overall cultural level and effectiveness of organisations, people and
processes in context of quality.
They will have strategical view of quality management, to find practical ways for system
development.
They will be able to solve problems and improve processes using quality management tools and
techniques.
They will understand human aspects of quality management, regarding communication for fact
finding, and motivation for improvement.
Learning outcomes:
skills
Problem solving,
process improvement,
simple management tools,
PDCA,
fast finding
auditing
analysis
statistics
fact inding, auditing, analysis, statistics.
Teaching strategies and method of delivery:
Lectures and seminars by lecturer or by guest speaker.
Student reading, presentation and discussion.
Home assignment and presentation.
Students are encouraged to make short 5-15 minutes presentations. These are to be based on literature
(including compulsory), on research (e.g. internet), on real life observations, on case studies or on
statistics.
Home assignment:
Home assignment and presentation (teamwork of 3-4 students.
Home assignments will provide the opportunity to students to show their independent strategical
thinking, data collection, interviewing, and analytical skills. Formal requirement of Home Assignment
is to submit max. 5-10 pages report / study, including self made tables, graphs, and figures, excluding
attachments. Brief summaries (max. 10 minutes) will be presented in class. Students’ ideas for topics
will be approved, or topics will be given by lecturer.
Compulsory reading:
Frank M. Gryna, Richard C. H. Chua, Joseph A. DeFeo: Juran's Quality Planning and Analysis for
Enterprise Quality, McGraw-Hill 2007. Fifth Edition
Recommended reading:
Dale H. Besterfield: Total Quality Management Prentice Hall 2003. Third Edition
Evans, J R and Lindsay W M: The Management and Control Of Quality South Western 2002.
Other learning sources:
C.1.6. International Trading Techniques (NKER1K0AKMC)
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
International Trading Techniques
NKER1K0AKMC
Compulsory subject in C Module
BA level; offered in semester 5.
3 ECTS
Dr. László Kozár PhD.
Dr. László Kozár PhD.
By appointment
English
Lecture: 2 hours/w Practice: 0 h/w
Students learning hours:
Lecture: 2
Subject’s schedule:
seminars: Written
Type of exam:
Prerequisites to qualify for subject:
hours per week
Total:
2 hours/week
Total:
Short description of the subject:
Aims:
The main aim of the Subject to introduce the types, participants, documents, terms, rules and
risks of international business.
Teaching strategies and method of delivery:
Home assignment:
Compulsory reading:
International Trading Techniques Abstract, presented by the instructor of the subject in
downloadable form.
Recommended reading:
C.1.7. Consumer Behaviour (FOGM1K0AKMP)
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s professor:
Consulting hours:
Language of education:
Contact hours:
Consumer Behavior
FOGM1K0AKMP
Obligatory subject in the Module C.1.
BA level; offered in the semester 5.
3 ECTS
Dr. Mónika Fodor PhD.
Dr. Ákos Kozák PhD.
By appointment
English
Lecture: 2 Practice: 0
Total: 2 hours/week
2 hours per week
Students learning hours:
Subject’s schedule:
Written
Type of exam:
Prerequisites to qualify for subject: none
Total: 2 hours/week
Short description of the subject:
The aim of the course is to have a closer look at the underlying behavioural processes of judgement,
choice, purchase, involvement described in one word as consumption. The main focuses are on cognitive
factors (information processing, memory) of choice behaviour, personal values, lifestyles and cultural
influences on consumption and decision making processes. How motivation, emotion, mood and
personal involvement do influences judgement and choice. How do broader culture and other reference
groups influence attitudes toward consumption and effects involvement?
During the semester we focus on understanding consumer behaviour, whilst we get a closer look at
psychological processes underlying consumer behaviour.
Aims: My aim is to show students those psychological mechanisms and processes which can be applied
in interpreting and understanding consumer behavior.
Learning outcomes:
knowledge
- Broad view of applied psychology and its relevancy consumer behavior,
- Alternative interpretations of human behavior,
- Widespread application of abstract psychological constructs in concrete behavior.
Learning outcomes:
skills
- Practical tools for interpreting consumer behavior,
- Those who are interested in marketing get to know many practices and getting ideas for
researching market from behavior standpoint.
Teaching strategies and method of delivery:
Lecture: presentation with preferred activation from the students.
Home assignment:
None
Compulsory reading:
Slides
Recommended reading:
Solomon, M. R. (1996) Consumer Behavior, buying, having and being. Prentice Hall, New Jersey.
Schiffman, L. G. and Kanuk, L. L. (2000) Consumer Behavior. Prentice Hall, New Jersey.
All sorts of Journal articles in relation with the presentations.
http://www.marketingpower.com/Pages/default.aspx
http://www.acrwebsite.org/
C.1.8. Product Assortment and Pricing Policies (TAPO0KAAKMP)
Subject’s title:
Product Assortment and Pricing Policies
Subject’s code:
TAPO0KAAKMP
Type of subject:
Obligatory subject in Module C.1.
Level of the subject:
BA level; offered in semester 2.
Credit points:
3 ECTS
Subject’s leader:
Dr. László Kopcsay
Subject’s instructor:
Csaba SÓLYOM, Dr. Patrícia NÉMETH PhD.
Consulting hours:
by appointment
Language of education:
English
1 h/w
2 h/w
3 h/w
Contact hours:
Lecture:
Practice:
Total:
hours per week
Students learning hours:
Total:
Project work and presentation, mid-term test written
Type of exam:
Prerequisites to qualify for subject:
Marketing
Short description of the subject; aim:
Students have to prepare project as a pair work and defense it orally. The aim is to be able to
design, carry out and evaluate the companies’ product purchasing and pricing policies. The
theoretical aim is to know, understand and be able to use the different product purchasing and
pricing methods.
Knowledge acquired by the middle of the term:
Allen-Semenik: Integrated brand promotion,
Required background reading materials:
Compulsory reading:
Dr. Rekettye Gábor: Pricing in Marketing
Allen-Semenik: Integrated brand promotion
C.1.9. Introduction to Retailing Management (BVKG0KAAKMC)
Subject’s title:
Subject code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s professor:
Consulting hours:
Language of education:
Contact hours:
Introduction to Retailing Management
BVKG0KAAKMC
Obligatory subject in Module C.1.
BA level; offered in semester 3.
6 ECTS
Dr. Tamás Kozák PhD.
Dr. Patricia Németh PhD, Csaba Sólyom
by appointment
English
2 h/w
2 h/w
Lecture
Practice
Students learning hours: 5 hours per week
Lecture, and seminars:
Subject’s schedule:
Oral
Type of exam:
Prerequisites to qualify for subject:
Marketing, Accounting, Finance
Short description of the subject:
Total
4 hours/week
Total:
The first aim of the subject is to let students get acquainted with the specialities of the
sector commerce in the national economy and the macro-economic relationships of commerce to
the GDP production and final use, the interrelationships of income, purchasing power, consumption
of the population and retail turnover influencing the development of commerce. Students will also
study the environmental factors influencing the trade development on macro- and micro-economic
level.
The 2. block comprises the analysis of basic merchandizing processes and their interrelations within
trading firms. These issues contain the sales analysis and forecasting, the inventory control
and purchasing management. Students will understand the effects of these processes on the
profitability, liquidity (payment capability of liabilities) and capital needs of the retailing firms.
In the 3. block the definitions and management of prices, costs, mark-ups, gross- and contributionmargin are given, how to achieve profitability and ensure positive cash-flow of the trade company.
Finally we deal with labour resources and fixed assets, and summarize the course with business
Aims:
planning
the tradeobjective
firm.
The
mostof
important
is to help students in understanding the relationships among processes
of the trading company, and develop skills and knowledge in analysis, forecasting and in
elaborating arguments for negotiating with trade partners. We try to wake up students’ interests in
understanding business relationships as much as possible.
Learning outcomes: knowledge
Students should understand business processes, know and measure the interrelations among
them, understand the usage of figures to be calculated and their interpretation in trading
environment.
Learning outcomes:
skills
Students should get skills in commercial calculations, analysis and planning
Teaching strategies and method of delivery:
Lectures are presented by Power Point. In seminars we deal with practical application of
qualitative and quantitative analysis and the implementation of theory.
Home assignment:
Students teams consisting of maximum 4 students have to present home assignment:
⇒ Evaluation and comparison of per capita GDP, purchasing power and the level of living
standard with retail service level of two EU member countries and Hungary
⇒ Sales analysis of a retail company
⇒ Purchasing and inventory control analysis of a retail firm
Compulsory reading:
All ppt presentations and PDF materials of the subject are on the Coospace of the BBS CCCT.
Michael Levy – Barton Weitz: Retailing Management (McGraw Hill, 2012)
Ronald J. Ebert – Ricky W. Griffin: Business Essentials (Pearson 2013)
Recommended readings:
R.F. Lusch-P.Dunne: Retail management (South Western Pub. Co 2001)
Chikán Attila: Vállalatgazdaságtan (AULA,2003)
K.Barth et al: Betriebswirtschaftslehre des Handels (Gabler, Wiesbaden 2007)
Henner Schierenbeck: Grundzüge der Betriebswitschaftslehre (Oldenbourg, 2003)
Other learning sources:
Dr. Gábor M-Sólyom Cs: A kereskedelmi vállalkozások gazdálkodása és vezetése II. (Főiskolai
jegyzet, Budapest 2002)
C.1.10. International Marketing (NMAR1K0AKMP)
Subject’s title:
International Marketing
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
NMAR1K0AKMP
Obligatory subject in Module C.1.
BA level; offered in semester 6.
3 ECTS
Dr. Szilvia Szántó PhD.
Dr. László Kárpáti CSc.
By appointment
English
2 hours/w Practice:
Lecture:
Students learning hours:
Subject’s schedule:
written
Type of exam:
Prerequisites to qualify for subject:
hours per week
0
Total:
2 hozrs/week
Total:
Prerequisites to qualify for subject:
Fulfilment of all the previous compulsory subjects
Short description of the subject; aim:
To make the students capable of understanding the international relationships of
marketing.
Required background reading materials:
Compulsory reading:
Kotler – Armstrong: Principles of Marketing, 11th ed. Pearson Books, NJ, 2006.
Laszlo Karpati: International Business. Electronic lecture notes, 2009.
Recommended reading:
Kotler: Marketing Management. Pearson books, NJ. 2005.
Lectures’ consultation hours availability:
Thursday 1-2 p.m., Room 16, Marko Street
Others:
C.1.11. Professional Business Language (VKAPFL1BSC)
C.2.1. Institutional Module of the Major
C.2.1.1. Services and B2B (SZBB1K0AKMP)
Subject’s title:
Services and B2B
Subject’s code:
SZBB1K0AKMP
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
Obligatory subject in Module C.2.1.
BA level; offered in semester 5.
3 ECTS
Dr. Katalin Jäckel
Dr. László Kárpáti CSc.
By appointment
English
2 h/w
Lecture:
Practice:
Students learning hours:
Subject’s schedule:
written
Type of exam:
Prerequisites to qualify for subject:
hours per week
-------------Short description of the subject:
B2B marketing specialities
Aims:
Clear distinction between consumer and industrial marketing
Learning outcomes:
knowledge
Business marketing
Learning outcomes:
skills
Presentation
Teaching strategies and method of delivery:
Textbook based lecturing and discussion of the presentation
Home assignment:
Presentation of practical examples by student teams
Compulsory reading:
Kotler-Armstrong: Principles of marketing 13 Edition
Paul Hague: The Power of Industrial Brands
Recommended reading:
Kotler: Marketing management
Other learning sources:
Practical examples from business journals
Way of student’s legal redress:
0 h/w
Total:
Total:
2 h/w
C.2.1.2. Marketing and Company Strategy (MARS1K0AKMP)
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s professor:
Consulting hours:
Language of education:
Contact hours:
Marketing strategy
MARS1K0AKMP
Obligatory subject in Module C.2.1.
BA level, offered in semester 6.
3 ECTS
Dr. Katalin Jäckel
Judit Papp
by appointment.
English
2 per
56
Lecture: .2..per
Practice:
Total:
week
week
56
Students learning hours: hours per week
Total:
Lecture: 28 hours in the semester
Subject’s schedule:
seminars: 28 hours in the semester
final exam
Type of exam:
Prerequisites to qualify for subject:
Writing the Mid-term test for min. of. 61%
Short description of the subject:
Aims:
By the end of the course students should have a general knowledge concerning the extended definitions
of marketing; and have a strategic market oriented way of thinking. They should get to know the
decision processes, the information background and techniques. This course is going to be the synthesis
of their marketing studies.
Learning outcomes: knowledge
Marketing, marketing-mix, MIS, 7Ps, product policy, pricing policy, supply chain management, product
and services development, marketing strategies, ATL, BTL communication.
Learning outcomes:
skills
Teaching strategies and method of delivery:
Lectures and seminars
Home assignment:
none
Compulsory reading:
Philip Kotler: Marketing management, Józsa: Marketing stratégia
Recommended reading:
Ries and Trout: The 22 laws of Marketing, 22 Laws of Branding
Other learning sources:
Handouts, Internet
C.2.1.3. Public Relations (PUBR1K0AKOT)
Subject’s title:
Public Relations
Subject’s code:
PUBR1K0AKOT
Type of subject:
Obligatory subject in Module C.2.1.
Level of the subject:
BA level; offered in semester 5.
Credit points:
3 ECTS
Subject’s leader:
Dr. Gáborné Nyárády
Subject’s instructor:
Dr. László Kárpáti CSc.
Consulting hours:
By appointment
Language of education:
English
2 h/w Practice:
0 h/w
Contact hours:
Lecture:
hours per week
Students learning hours:
written
Type of exam:
Prerequisites to qualify for subject:
-------------Short description of the subject:
PR marketing specialities
Aims:
Areas of the Public relations
Learning outcomes: knowledge
Public relations
Learning outcomes:
skills
Presentation
Teaching strategies and method of delivery:
Textbook based lecturing and discussion of the presentations
Home assignment:
Presentation of practical examples by student teams
Compulsory reading:
P. Kotler - Armstrong: Principles of marketing 13 Edition
Public Relations Handbook
Recommended reading:
Philip Kotler: Marketing Management
Other learning sources:
Practical examples from business journals
Assessment and grading:
60% based on the written exam and 40 % on the presentation
Way of student’s legal redress:
Total:
Total:
2 hours/w
C.2.1.4. Project Management (VKAPMA1BSC)
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
Project Management
VKAPMA1BSC
Obligatory subject in Module C.2.1.
BA level ; offered in semester 4.
2 ECTS
Dr. Richárd Kása
Dr. Németh Patrícia, PhD
by appointment [email protected]
English
0 hours Total:
2 hours
Lecture: 2 hours Practice:
/week
/week
/week
hours per week
Students learning hours:
Total:
Lecture:
Subject’s schedule:
seminars: Written exam + team work paper and presentation
Type of exam:
Prerequisites to qualify for subject:
Short description of the subject:
The course provides basic knowledge about the project management, and its theoretical
background. It covers the nine functions of project management (cost, time, quality, scope, risk,
communication, human resource, procurement and integration) as defined by the Institute of
Project Management.
Aims:
The aims of the Project Management subject is to give the basic knowledge of the project
cycle and its detailed steps – and with this theoretical knowledge the students make their own small
projects in the practice in small teams, and present it.
Teaching strategies and method of delivery:
Lectures with PPT presentation
Home assignment:
Team work – written document and a presentation of a concrete project.
Maximum 3 students in a team.
Compulsory reading:
Lecture materials, PPT
Handouts
A Guide to the Project Management Body of Knowledge (PMBOK® Guide); Project Management
Institute, Pennsylvania USA
Recommended reading:
Paula Martin and Karen Tate, Wiley e-book: Getting started in Project Management, 2001.
Gary R. Heerkens: Project Management (Briefcase books; McGraw-Hill Companies, 2002.
20
C.2.1.5. Controlling of Trading Companies (KONK1K0APZC)
Subject’s title:
Controlling of trading companies
Subject’s code:
KONK1K0APZ
Type of subject:
Obligatory subject in Module C.2.1.
Level of the subject:
BA level; subject offered in semester 6.
Credit points:
3 ECTS
Subject’s leader:
Dr. Tamás Kozák PhD.
Subject’s professor:
Dr. Tamás Kozák PhD.
Consulting hours:
by appointment
Language of education:
English
2
2 hours/week
Contact hours:
Lecture
Practice
Total:
3 hours per week
Students learning hours:
Total:
Written examinations
Type of exam:
Prerequisites to qualify for subject:
Accounting
Short description of the subject, learning objectives:
The Controlling subject gives a complete overview of the multifaceted job of the controller, the
planning process and the main methods of analysing the company performance.
From describing essential competencies to detailing the more sophisticated skills like activity-based
and target costing, disaster recovery planning, and outsourcing, The Controlling subject offers
numerous real-world examples, expertly balancing both the technical and managerial sides of the job.
Students can quickly access the information on:
* Controls best practices
* Shared services trends
* Outsourcing implications
* Performance measurements
* Cost of capital
* Tax strategy
Aims, learning outcomes, knowledge and skills:
The nature and purposes of controlling
Analysis, checking
• Actual (past) orientation, How business according to plan, Management accounting, Ratio
analysis, Costing, Risk analysis
Planning
• Future orientation, Strategic planning, Annual planning, Operational, divisional planning
• Stuff targeting, CAPEX return, Company, business valuation
Reporting
• Actual (present) and plan orientation, Income, asset, gearing calculation
• Variance analysis, Pricing, Transfer pricing, Break-even analysis, Performance analysis, Cash
management, Sensitivity analysis
Teaching strategies and method of delivery:
Theory and case studies
Compulsory reading:
Steven M. Bragg: The Controller's Function: The Work of the Managerial Accountant,
Recommended reading:
Controlling: Concepts of Management Control, by Thomas Reichmann / Springer,
Other learning sources:
Presented examples in lecturers
21
C.2.2. Professional Alternative Modules. (two must be chosen)
C.2.2.1. Marketing Consulting (1+1) (MART1V0AKMP)
Subject’s title:
Subject’s code
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s instructor:
Consulting hours:
Language of education:
Contact hours:
Marketing consulting
MART1V0AKMP
Professional Alternative subject in Module C.2.2.
BA level; offered in semester 5.
2 ECTS
Dr. Gedeon Totth
Judit Papp
by appointment
English
Lecture:
2 per
Practice:
0 per
Total:
week
week
4 hours per week
Total:
Students learning hours:
Lecture:
Subject’s schedule:
seminars: Type of exam:
Oral exam and written project
Prerequisites to qualify for subject:
Attendance, writing the project, oral exam
Short description of the subject:
Acting as a marketing consultant and solving a company’s marketing problem
Aims:
To be able to detect and solve even complicated marketing problems
2 per
week
6
Teaching strategies and method of delivery:
Lectures, presentations, personal consulting, individual research
Home assignment:
Project
Compulsory reading:
Naresh Malhotra: Marketing research, Allen-Semenik: Advertising and integrated brand promotion
Recommended reading:
Handouts and company related documents
22
C.2.2.2. Trends & breaking points in economic growth (GANT1K0AEMT
This subject is offered in Hungarian language courses only.
23
C.2.2.3. International Relations and Institutions (NEKI1K0ATTN
This subject is offered in the Hungarian language courses only.
24
C.2.2.4. Direct and Database Marketing DABM1X0AKMP
This subject is offered in the Hungarian language courses only.
25
C.2.2.5. Online Marketing (1+1) (ONLM1X0AKMP)
Subject’s title
Online marketing
Subject’s code
ONLM1X0AKMP
Type of subject:
Professional Alternative subject in Module C.2.2.
Level of the subject:
BA level, offered in semester 5.
Credits
3 ECTS
Subject’s leader:
Dr. István Eszes
Subject’s instructor:
Judit Papp
Consulting hours:
by appointment
Contact class/week
Lecture
2 h/w
Seminar
0 h/w
Total
2 hours/week
Exam
written exam
Language of education: English
Prerequisites
Marketing
Aim of course:
To get to know one of the most fastly growing industries' specialities. The course presents the
various possibilities of using the Internet; it aims to share the most significant and interesting
results of the marketing professionals' and the course expects the students to aim creative thinking.
Compulsory reading:
- lectures
- Bányai-Novák: Online üzlet és marketing, Akadémiai kiadó 2011
- Advertising and brand promotion
Recommended:
- Kevin Roberts: Lovemarks (Magyar Könyvklub, 2005.)
26
C.2.2.6. Policies and Rules of the EU in Commerce (EUKP1X0AKMC
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s professor:
Consulting hours:
Language of education:
Contact hours:
Policies and Rules of the EU in Commerce
EUKP1X0AKMC
Professional Alternative subject in Module C.2.2.
BA leve; offered in semester 5.
2 ECTS
Dr. Eszter Merliot-Almássy PhD.
Dr. Eszter Merliot-Almássy PhD. [email protected]
Consulting hours are by appointment.
English
.2.per
- per
2 per week
Lecture:
Practice:
Total:
week
week
hours per week
Total:
Students learning hours:
Subject’s schedule:
oral
Type of exam:
Prerequisites to qualify for subject: General knowledge of commerce, European policy and economy.
Short description of the subject: The subject gives a comprehensive overview of the policy and
tendency of the European Union in commerce.
Aims: The aim is to develop general knowledge and understanding of European policy and rules in
commerce, understand its problems and perspectives. At the end of the course students will be able to
analyze trade policy, find relations within trade policy, multilateral trade liberalization.
Teaching strategies and method of delivery:
Topics are covered in lectures and in seminar presentations with Power Point Presentations.
Appropriate videos, Internet websites are used during the lectures.
EU experts may be also invited to present certain practical topics.
Home assignment: Students are required to prepare presentations
Compulsory reading: - Handouts PowerPoint Slides
- Handbook on the European Union 2011, 5th Edition by Zoltán Horváth
Other learning sources: Students are expected to follow current news on the European Union from
websites, newspapers and magazines throughout the semester.
Websites: EUROPA, European Navigator, EU Tube
News: EurActive , EU Observer , European Voice , Europe’s World , EU Business ,
http://www.businesseurope.org
TV news channel: Euronews,
Way of student’s legal redress:
27
C.2.2.7. Price Risk Management (ARKO1V0AKMC
Subject’s title:
Subject’s code:
Type of subject:
Level of the subject:
Credit points:
Subject’s leader:
Subject’s professor:
Language of education:
Contact hours:
Price Risk Management
ARKO1V0AKMC
Professional alternative subject in Module C.2.2.
BA level
2 ECTS
Dr. László KOZÁR PhD.
Dr. László KOZÁR PhD.
English
2 per
0 per
Lecture:
Practice:
Total:
week
week
hours per week
Students learning hours:
Total:
Lecture:
Subject’s schedule:
seminars: Type of exam:
Written exam
Prerequisites to qualify for subject:
2 per
week
Short description of the subject; aim:
Trading of commodities like essential raw materials (crude oil, natural gas, iron ore, copper, steel,
gold etc) or basic agricultural products (like wheat, barley, coffee beans, cocoa beans etc.) are
strongly influencing the international trade and also the economic development of the world. In this
respect trading means a huge volume of goods. In this subject students get acquainted with the
players, organizations and processes of this big business. They get to know what are prompt and
termin contracts, how try partner to reduce business risk and speculate. They also get to know how
public warehousing one of the most important techniques of financing the agricultural production
and trade ensuring raw materials for the breeding of animals is assured on micro- and macroeconomic level. Finally students recognize the importance of the Stock Exchange as the most
important instrument and organization of the market economy.
Required background reading materials:
Learning resources:
Lectures dditional reading indicated on the course website
28
C.2.2.8. Environment sensible corporate management (KBVI1X0AKMC)
This subject is not offered in the English language course
29
C.2.2.9. Setup and market introduction of trade firms KELP1X0AKMC)
This subject is offered in the Hungarian language courses only.
30