a) Knowledge:
He / She
- knows the general and specific characteristics, boundaries, most important development directions of the marketing field, the connection of its fields to related fields, as well as the vocabulary of the marketing field and the characteristics, most important forms and methods of written and spoken language communication;
- knows the principles along which a marketing information and knowledge system supporting corporate decisions can be built, knows the basic and advanced analysis methods applied in market research, interprets research results and information in their context;
- understands the role of the individual marketing sub-fields in value-creating processes, and understands the role of digitalization in the effectiveness of the individual marketing sub-fields;
- knows the main innovation theories and the theories and models of technology adoption, and interprets innovation in an ecosystem approach consisting of inter-organizational, corporate and customer elements;
- understands and identifies customer experiences in products, brands and services, is aware of the concept of shopping experience and the possibilities for its development;
- knows the digital trends that determine marketing communication; is aware of the legal framework, data protection and ethical aspects of digital communication;
- understands the role of supply chains in marketing value creation; is aware of the approaches to planning sales channels;
- knows the resource-based company theories, essential marketing resources and capabilities, the concept of strategic marketing and their relationship, understands the shareholder value approach to marketing strategy;
- is aware of the concepts of customer value and corporate value, customer value measurement methods and processes and organizational forms supporting customer orientation.
b) Skills: He / She
- represents the importance of marketing knowledge in the organization and uses the knowledge transfer techniques of the marketing field, operates and develops the marketing function;
- designs and coordinates a marketing information and knowledge system supporting marketing and other corporate functions;
- makes data-driven decisions in the marketing field and routinely implements market research projects;
- consciously shapes the customer and brand experience, customer-seller interactions, plans and develops the consumer journey, and plans and implements actions that enhance the customer experience based on customer knowledge; analyses and further develops the online consumer experience;
- plans digital marketing activities and uses digital solutions and applications in the course of his/her work;
- creates an innovative business model and implements innovation projects taking marketing aspects into account;
- makes business development proposals and supports his/her decisions with information obtained from the accounting system;
- develops and implements an action plan to strengthen the company's sustainability practices;
- creates synergy between the individual marketing sub-areas.
c) Attitude:
He / She
- critically assesses his/her own work and behaviour and that of his/her subordinates, demonstrates innovative and proactive behaviour in dealing with economic problems, is open and receptive to new results of economic science and practice;
- considers it important that the decisions made are supported by data, and therefore strives for maximum precision in his/her analyses;
- is characterized by a cultured, ethical and objective intellectual attitude in his/her approach to people and social problems, and pays attention to broader social, sectoral, regional, national and European values in his/her work (including social, ecological and sustainability aspects);
- strives to develop his/her knowledge and working relationships, and encourages, assists and supports his/her colleagues and subordinates to do so;
- authentically conveys the summary and detailed problems of his/her profession;
- strives to make decisions in strategic decision-making situations that require a new, complex approach, as well as in unexpected life situations, while fully considering the laws and ethical norms;
- is open to applying a design approach in marketing decisions; sees an emerging problem as an opportunity;
- considers tolerance and inclusiveness towards cultures and equal opportunities important;
- takes an initiative role in putting his profession at the service of the community; has a developed marketing professional identity and sense of professionalism, which he also takes towards the professional community and the wider public.
d) Autonomy and responsibility:
He / She
- independently selects and applies relevant problem-solving methods, independently performs economic analysis, decision-making and consulting tasks;
- independently establishes, organizes and manages a larger enterprise, or a larger organization or organizational unit;
- takes responsibility for his/her own work, for the organization, enterprise he/she manages, and for the employees;
- independently identifies, plans and organizes his/her own and his/her subordinates' professional and general development, assumes and bears responsibility for them;
- independently represents his/her formed marketing professional opinion in known decision-making situations; also assumes responsibility for their environmental and social impacts in new, complex decision-making situations;
- joins research and development projects, in order to achieve the goal in the project group, mobilizes his/her theoretical and practical knowledge and skills autonomously, in cooperation with other members of the group;
- independently plans his/her communication in a manner appropriate to the situation, taking into account the needs and expectations of the audience;
- demonstrates initiative and responsible behaviour in social and public affairs towards colleagues and other stakeholders;
- communicates effectively and professionally in various areas of marketing.
