Marketing Program

A Projekt 1 és a Projekt 2 tantárgy során az adatelemzési és a módszertani feladatokat a hallgatók csoportban végzik. A hallgató a Projekt 1 és 2 tantárgyak során sajátítja el a tudományos megnyilvánulás azon elemeit, amelyek használata a 3. fejezet sikeres megírásához elengedhetetlen.  

Retailers increasingly introduce digital innovations to serve customers, operate their businesses, and manage supplier relationships more effectively.

This trend opens up several research avenues in both consumer and corporate research. In the first case, one can study consumer behaviour related to digital innovations in store, online, and mobile environments. In the second case, candidates can investigate the impact of digital innovations on various aspects of retail performance. Both research directions have sound theoretical backgrounds and provide opportunities for academic contributions.

Despite the socially constructed virtual world contemporaneous with humanity, due to digitalization it exponentially influences and dominates our life. The main research scope is to map the complex consumer behaviour regarding goods with virtual content (GwVC). In addition, the research stream covers the factors explaining the underlying needs for GwVC, the values consumers seek when consuming them, the special consumption patterns the field generates and the investigation of how the virtual world influences the way we approach marketing.

The economic importance of design is constantly growing and has become an emerging asset of competitive advantage, so as to approach novel, fresh scientific questions. Our program is based on a locally developed approach to design: designcommunication, DIS:CO. In other words, creating connections and doing research as designing.

Our doctoral research initiative aims to connect academia and business practice, science and application, and theory and practice in real-time. Participants under our supervision work in two roles: as researchers and designers. Our doctoral students may create a new “product” – be it a practical framework, operating system, business model, service, visual identity, or a genuine physical product – according to their ambition. Relating to this creative process, they investigate either the design and innovative process, managerial or application decision-making, or practical-theoretical fit of the novelty in scientific rigour. 

The research group aims to explore how technology based on AI will change the production and use of services in the future. The basic premise of our research is that AI rearranges the entire process of consumer decision-making in all phases. At the same time, companies’ marketing strategies are transforming; the changing role of the frontline, and the quality and quantity of customer data and processing algorithms will be key factors of future business. Meanwhile, these processes must be conducted in such a way that both customers and the employees within the company consider these processes to be humane and people-centered in line with the Digital Humanism Initiative. 

Co-cre8 is a dynamic research group dedicated to exploring the intersection of value co-creation, customer knowledge, and digital transformation within the realm of marketing. Focusing on collaborative approaches, they delve into how businesses and consumers can mutually generate value through interactive and digital channels. Through their interdisciplinary and multimethod approach, Co-cre8 aims to generate new knowledge and uncover insights that drive forward-thinking theories for the marketing academic debate.

The emotional attachment to brands has loosened just as much as the human bonds have changed in the past decade.  Brands are doing their best to develop an attractive brand identity, focusing on shared values, positive customer experiences, personalize their services, communication and even use storytelling hoping that it will resonate with consumers. In this research we aim to unmask the human behind the consumer by understanding the multifaceted nature of their emotional attachments to people, brands, social platforms, and the cross-cultural environment.

This topic blends cutting-edge digital marketing strategies with a nuanced understanding of behavioural science. We will delve into how emerging technologies (such as AI-driven analytics and virtual reality, or neuromarketing) are reshaping consumer behavior and decision-making processes in the digital space. Candidates will have the unique chance to contribute to this cutting-edge research, exploring how these technological advancements can be leveraged to create more effective, ethical, and personalized marketing activities.