Szeptember - 2017
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Tantárgy adatlap

Business Communication and Strategy

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NBUSK660M
A tantárgy megnevezése (magyarul): Business Communication and Strategy
A tantárgy neve (angolul): Business Communication and Strategy
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 2+2
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: őszi félév
Az oktatás nyelve: angol
Előtanulmányi kötelezettségek: marketing
A tantárgy típusa: angol msc kötelező
Tantárgyfelelős tanszék: Angol Nyelvű Oktatási Központ (ISP) Tanszék
A tantárgyfelelős neve: Dr. Horváth Dóra

A tantárgy szakmai tartalma: This is a communications management, especially practice oriented course. All theoretical frameworks will be illustrated by real life examples; participants of the course will solve practical, real communications problems and dilemmas. The course is designed to provide help for the student:

1. To achieve an understanding of advertising
a. as a part of the overall marketing strategy
b. as a part of the overall communication mix

2. To understand the basic elements of corporate communication planning and decision making, their underlying structure and theoretical base

3. To provide a framework and knowledge with which to make more effective communications decisions (including selecting appropriate message, execution and media)

4. To improve communication skills and team spirit by analyzing, writing presenting cases and projects

The course is a combination of short lectures, discussions and presentations.

The course is designed to generate active student contribution during the sessions, therefore each session is built on the introduction of a theoretical concept that is illustrated with real life examples either brought in by students, industry experts or the instructor.
Examples brought in the session serve as a basis for discussion, as the phenomenon of advertising only comes to life in practice.

Each session will be a combination of the instructor or students’ short introduction to the assigned topic, students’ short presentations of a chosen area (e.g. product, market, cultural setting, brand, piece of advertisement, etc.) and group discussion of the illustration.
Industry experts, representatives of the international advertising practice will make theoretical concepts more applicable and vivid for students

The course aims to develop the following skills:
Specific knowledge of marketing, design and development of analytical skills and communication skills development
Development of management and analytical skills

Évközi tanulmányi követelmények: Student presentations and homeworks
Sessions will be introduced by theoretical summaries given by students and homework assigned in the first week. Topics and timing will be published according to number of applicants!!!!

Theoretical presentation
Communication today would work if audiences are involved. Theoretical presenations are for actively involving all members of the group. The group is to introduce a current business communication issue to the group (see weekly schedule).
The task is twofold:
first, it is the given group’s task to point out relating theoretical frameworks and illustrations, then they have to conduct a relating task to the rest of the class, that actively involves all listeners. The task has to directly relate to the presented topic.

Evaluations based on:
 content
 quality of presentation
 relation of the presented theory and task
 level of involvement
Evaluation published after the last persentation

Individual essay – for extra 5 points
The course involves at least 4 guest speakers. Participants have to write a short critical review that is related to one or more the guests’ presentations and reflects your professional point of view. (Maximum 1000 words, 2 pages, to be uploaded in moodle)

Student project:

The course is accompanied with a comprehensive task that students will have to solve in a small group.

The students will be given an existing co-creation advertising campaign (a real life case) that is not present in the country where the course is actually given.

The task: students will have to make an analysis of the possibility of adopting the particular campaign to the actual market and give a strategic recommendation of adopting the campaign fitted to the local cultural specifics.

20 minute presentation + 10 minute discussion
Slides + argumentations under slides in pdf format, to be uploaded in moodle

Vizsgakövetelmény: All topics covered in the course

Az értékelés módszere: Assessment, grading:

1. Contribution to the work of the sessions: 30 %
2. Project work: 30 %
3. Written exam: 40 %

1. Class participation – work in the class: 30 %
• in class tasks and small homeworks; 15 points
• theoretical topic presentations 15 points

2. Student project – group work: 30 % - 30 points

3. Final exam: 40 % - 40 points

Tananyag leírása: see. "irodalomjegyzék", all topics covered in the classes

Órarendi beosztás: 1. Introduction to the course
2. Introduction to corporate and business communications
3. Communication and the company
4. Assigning advertising tasks, The brief
5. Classical advertising in the 21st century
6. Internet as a new marketing communications channel
7. Creative perspective towards business communication
8. Emerging communication tools:
9. 1 to 1 communication; Writing DM letters
10. Emerging communication tools: Short and long-term customer relationship building tools
11. Designing consumer gifts
12. Communication industry – major players; Criteria for choosing appropriate media
13. Business communication
14. Project presentations

Kompetencia leírása: This is a communications management, especially practice oriented course.
The overall aim is to create a deep understanding of marketing communication planning and evaluation in general and to make participants of the course able to efficiently translate local specialties into international communication programs with respect to cultural differences

Félévközi ellenőrzések: see: "értékelés módszere"

A hallgató egyéni munkával megoldandó feladatai: see: "értékelés módszere"

Szak neve: marketing msc (English language)

Kötelező irodalom:

  • William F. Arens: Contemporary Advertising, McGraw-Hill Irwin, Eighth Edition, 2002.
  • ISBN 0-07-112293-1 (or later editions)
  • Nyirő N., Csordas T., Horvath D. (2011):Competing by participation – A winning marketing tool. CM : Communication Management Quarterly : Časopis za upravljanje komuniciranjem 21 (2011) 111–140.
  • Pierre Berthon, Leyland Pitt, Colin Campbell (2008): Ad Lib: WHEN CUSTOMERS CREATE THE AD. CALIFORNIA MANAGEMENT REVIEW VOL. 50, NO. 4 SUMMER 2008
  • POTTS J. et al. (2008):Consumer Co-creation and Situated Creativity. Industry and Innovation, Vol. 15, No. 5, 459–474, October 2008.
  • Marandi E., Little E. Hughes T. (2010): Innovation and the children of the revolution: Facebook and value co-creation. The Marketing Review, 2010, Vol. 10, No. 2, pp. 169-183
  • Venkat Ramaswamy(2010): Competing through co-creation: innovation at two companies. STRATEGY & LEADERSHIP. VOL. 38 NO. 2 2010, pp. 22-29.
  • Füller J. (2010):Refining Virtual Co-Creation from a Consumer Perspective. CALIFORNIA MANAGEMENT REVIEW VOL. 52, NO. 2 WINTER 2010.

Ajánlott irodalom:

Ajánlott irodalmak:
Kötelező irodalmak:

A tantárgy oktatói:

Dr. Horváth Dóra, Csordás Tamás Viktor

Utolsó módosítás:


Kurzus kódTipusFélévOktatói
MM1_EElmélet2017/18/1Dr. Horváth Dóra, Csordás Tamás Viktor
MM1_GGyakorlat2017/18/1Csordás Tamás Viktor, Dr. Horváth Dóra

A "Tantárgyfelelős tanszék", a tantárgyfelelős neve a tantárgy oktatói és a kurzusinformációk automatikusan frissülnek a tanulmányi rendszerünk alapján.