{"id":3159,"date":"2026-05-15T10:09:02","date_gmt":"2026-05-15T09:09:02","guid":{"rendered":"https:\/\/shop.uni-pannon.hu\/?post_type=product&#038;p=3159"},"modified":"2026-05-15T11:37:06","modified_gmt":"2026-05-15T10:37:06","slug":"marketing-piacfejlesztesi-es-piacepitesi-strategiak","status":"publish","type":"product","link":"https:\/\/shop.uni-pannon.hu\/hu\/termek\/marketing-piacfejlesztesi-es-piacepitesi-strategiak\/","title":{"rendered":"Marketing-, piacfejleszt\u00e9si \u00e9s piac\u00e9p\u00edt\u00e9si strat\u00e9gi\u00e1k"},"content":{"rendered":"<p>A k\u00e9pz\u00e9s elv\u00e9gz\u00e9s\u00e9vel a r\u00e9sztvev\u0151k k\u00e9pess\u00e9 v\u00e1lnak a k\u00fcl\u00f6nb\u00f6z\u0151 n\u00f6veked\u00e9si strat\u00e9gi\u00e1k (marketing, piacfejleszt\u00e9s, piac\u00e9p\u00edt\u00e9s) helyzetf\u00fcgg\u0151 kiv\u00e1laszt\u00e1s\u00e1ra \u00e9s alkalmaz\u00e1s\u00e1ra, valamint komplex piaci \u00e9s versenyk\u00f6rnyezeti elemz\u00e9sek elv\u00e9gz\u00e9s\u00e9re. Fejl\u0151dik strat\u00e9giai gondolkod\u00e1suk, d\u00f6nt\u00e9shozatali k\u00e9pess\u00e9g\u00fck, valamint a gyakorlati tervez\u00e9si \u00e9s akci\u00f3terv-k\u00e9sz\u00edt\u00e9si k\u00e9szs\u00e9g\u00fck.<\/p>\n\n\n\n<p>A k\u00e9pz\u00e9s \u00e1tfog\u00f3 keretet ad a marketing-, piacfejleszt\u00e9si \u00e9s piac\u00e9p\u00edt\u00e9si strat\u00e9gi\u00e1k tudatos megk\u00fcl\u00f6nb\u00f6ztet\u00e9s\u00e9hez \u00e9s \u00fczleti kontextusba helyez\u00e9s\u00e9hez.<\/p>\n\n\n\n<p>Kiknek aj\u00e1nljuk:<\/p>\n\n\n\n<p>V\u00e1llalatvezet\u0151k, \u00fczlet\u00e1gvezet\u0151k; marketing- \u00e9s \u00e9rt\u00e9kes\u00edt\u00e9si vezet\u0151k; \u00fczletfejleszt\u00e9si \u00e9s strat\u00e9giai szakemberek r\u00e9sz\u00e9re.<\/p>\n\n\n\n<p>A k\u00e9pz\u00e9s tematik\u00e1ja:<\/p>\n\n\n\n<p><strong>1. Strat\u00e9giai alapok \u00e9s szeml\u00e9let (3 \u00f3ra)<\/strong><\/p>\n\n\n\n<p>Marketingstrat\u00e9gia, piacfejleszt\u00e9s, piac\u00e9p\u00edt\u00e9s \u2013 fogalmi keretek<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketingstrat\u00e9gia szerepe az \u00fczleti strat\u00e9gi\u00e1ban<\/li>\n\n\n\n<li>Piacfejleszt\u00e9s vs. piac\u00e9p\u00edt\u00e9s: elt\u00e9r\u0151 c\u00e9lok, id\u0151t\u00e1vok, kock\u00e1zatok<\/li>\n\n\n\n<li>Tipikus v\u00e1llalati \u00e9letciklusok \u00e9s strat\u00e9giai v\u00e1laszok<\/li>\n<\/ul>\n\n\n\n<p>Piac- \u00e9s k\u00f6rnyezetelemz\u00e9s<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Makro- \u00e9s ipar\u00e1gi elemz\u00e9s (PESTEL, Porter)<\/li>\n\n\n\n<li>Versenyhelyzet \u00e9s alternat\u00edv\u00e1k<\/li>\n\n\n\n<li>Gyakorlat: saj\u00e1t piac gyors helyzet\u00e9rt\u00e9kel\u00e9se<\/li>\n<\/ul>\n\n\n\n<p>Strat\u00e9giai f\u00f3kusz kijel\u00f6l\u00e9se<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mikor melyik strat\u00e9gia indokolt?<\/li>\n\n\n\n<li>Er\u0151forr\u00e1sok, szervezeti \u00e9retts\u00e9g, kock\u00e1zatt\u0171r\u00e9s<\/li>\n\n\n\n<li>Gyakorlat: strat\u00e9giai ir\u00e1ny kiv\u00e1laszt\u00e1sa saj\u00e1t v\u00e1llalati p\u00e9ld\u00e1n<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Marketingstrat\u00e9gia: poz\u00edcion\u00e1l\u00e1s \u00e9s n\u00f6veked\u00e9s (4 \u00f3ra)<\/strong><\/p>\n\n\n\n<p>\u00c9rt\u00e9kaj\u00e1nlat \u00e9s poz\u00edcion\u00e1l\u00e1s<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Value Proposition \u00e9s versenyel\u0151ny<\/li>\n\n\n\n<li>Megk\u00fcl\u00f6nb\u00f6ztet\u00e9s tel\u00edtett piacokon<\/li>\n\n\n\n<li>Gyakorlat: \u00e9rt\u00e9kaj\u00e1nlat-canvas kit\u00f6lt\u00e9se<\/li>\n<\/ul>\n\n\n\n<p>C\u00e9lpiacok \u00e9s szegment\u00e1ci\u00f3<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>B2B \u00e9s B2C szegment\u00e1ci\u00f3s logik\u00e1k<\/li>\n\n\n\n<li>Buyer persona \u00e9s d\u00f6nt\u00e9shozatali egys\u00e9gek<\/li>\n\n\n\n<li>Gyakorlat: c\u00e9lpiaci t\u00e9rk\u00e9p k\u00e9sz\u00edt\u00e9se<\/li>\n<\/ul>\n\n\n\n<p>Marketingmix strat\u00e9giai szinten<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Csatorna- \u00e9s tartalomstrat\u00e9gia<\/li>\n\n\n\n<li>Integr\u00e1lt marketingkommunik\u00e1ci\u00f3<\/li>\n\n\n\n<li>Gyakorlat: strat\u00e9giai marketingmix-terv v\u00e1zlata<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Piacfejleszt\u00e9si strat\u00e9gi\u00e1k (4 \u00f3ra)<\/strong><\/p>\n\n\n\n<p>Piacfejleszt\u00e9s fogalma \u00e9s t\u00edpusai<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ansoff-m\u00e1trix piacfejleszt\u00e9si logik\u00e1ja<\/li>\n\n\n\n<li>F\u00f6ldrajzi, szegmens- \u00e9s felhaszn\u00e1l\u00e1salap\u00fa b\u0151v\u00edt\u00e9s<\/li>\n\n\n\n<li>Kock\u00e1zatok \u00e9s tipikus buktat\u00f3k<\/li>\n<\/ul>\n\n\n\n<p>\u00daj piacra l\u00e9p\u00e9s strat\u00e9gi\u00e1i<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bel\u00e9p\u00e9si m\u00f3dok: partners\u00e9g, akviz\u00edci\u00f3, organikus n\u00f6veked\u00e9s<\/li>\n\n\n\n<li>Lok\u00e1lis adapt\u00e1ci\u00f3 vs. standardiz\u00e1ci\u00f3<\/li>\n\n\n\n<li>Gyakorlat: piacra l\u00e9p\u00e9si d\u00f6nt\u00e9si fa kidolgoz\u00e1sa<\/li>\n<\/ul>\n\n\n\n<p>Go-to-market tervez\u00e9s<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Aj\u00e1nlat, \u00e1r, csatorna, kommunik\u00e1ci\u00f3 \u00f6sszehangol\u00e1sa<\/li>\n\n\n\n<li>Bels\u0151 szervezeti felk\u00e9sz\u00fclts\u00e9g<\/li>\n\n\n\n<li>Gyakorlat: go-to-market mini strat\u00e9gia k\u00e9sz\u00edt\u00e9se<\/li>\n<\/ul>\n\n\n\n<p><strong>4. Piac\u00e9p\u00edt\u00e9si strat\u00e9gi\u00e1k (4 \u00f3ra)<\/strong><\/p>\n\n\n\n<p>Mi az a piac\u00e9p\u00edt\u00e9s?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L\u00e1tens ig\u00e9nyek \u00e9s \u00faj kateg\u00f3ri\u00e1k l\u00e9trehoz\u00e1sa<\/li>\n\n\n\n<li>Innov\u00e1ci\u00f3, eduk\u00e1ci\u00f3 \u00e9s narrat\u00edva szerepe<\/li>\n\n\n\n<li>Piac\u00e9p\u00edt\u00e9s vs. diszrupt\u00edv innov\u00e1ci\u00f3<\/li>\n<\/ul>\n\n\n\n<p>\u00d6kosziszt\u00e9ma- \u00e9s partners\u00e9gi gondolkod\u00e1s<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kulcsszerepl\u0151k, v\u00e9lem\u00e9nyvez\u00e9rek, szab\u00e1lyoz\u00f3k<\/li>\n\n\n\n<li>Strat\u00e9giai sz\u00f6vets\u00e9gek \u00e9s platformlogika<\/li>\n\n\n\n<li>Gyakorlat: piac\u00e9p\u00edt\u00e9si \u00f6kosziszt\u00e9ma-t\u00e9rk\u00e9p<\/li>\n<\/ul>\n\n\n\n<p>Bizalom, eduk\u00e1ci\u00f3 \u00e9s hossz\u00fa t\u00e1v\u00fa kommunik\u00e1ci\u00f3<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Thought leadership \u00e9s szakmai hiteless\u00e9g<\/li>\n\n\n\n<li>Tartalom, esem\u00e9nyek, k\u00f6z\u00f6ss\u00e9g\u00e9p\u00edt\u00e9s<\/li>\n\n\n\n<li>Gyakorlat: piac\u00e9p\u00edt\u00e9si kommunik\u00e1ci\u00f3s \u00fctemterv<\/li>\n<\/ul>\n\n\n\n<p><strong>5. Integr\u00e1ci\u00f3 \u00e9s akci\u00f3tervez\u00e9s (2 \u00f3ra)<\/strong><\/p>\n\n\n\n<p>Strat\u00e9giai d\u00f6nt\u00e9si m\u00e1trix<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketing vs. piacfejleszt\u00e9s vs. piac\u00e9p\u00edt\u00e9s: mikor melyik?<\/li>\n\n\n\n<li>R\u00f6vid \u00e9s hossz\u00fa t\u00e1v\u00fa hat\u00e1sok \u00f6sszevet\u00e9se<\/li>\n<\/ul>\n\n\n\n<p>Saj\u00e1t strat\u00e9giai akci\u00f3terv<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>3\u20135 konkr\u00e9t l\u00e9p\u00e9s a r\u00e9sztvev\u0151 szervezet\u00e9re szabva<\/li>\n\n\n\n<li>Er\u0151forr\u00e1sok, felel\u0151s\u00f6k, id\u0151t\u00e1v<\/li>\n<\/ul>\n\n\n\n<p>A k\u00e9pz\u00e9s el\u0151felt\u00e9tele:<\/p>\n\n\n\n<p>Nem sz\u00fcks\u00e9ges el\u0151zetes k\u00e9pzetts\u00e9g.<\/p>","protected":false},"excerpt":{"rendered":"<p>A k\u00e9pz\u00e9s elv\u00e9gz\u00e9s\u00e9vel a r\u00e9sztvev\u0151k k\u00e9pess\u00e9 v\u00e1lnak a k\u00fcl\u00f6nb\u00f6z\u0151 n\u00f6veked\u00e9si strat\u00e9gi\u00e1k (marketing, piacfejleszt\u00e9s, piac\u00e9p\u00edt\u00e9s) helyzetf\u00fcgg\u0151 kiv\u00e1laszt\u00e1s\u00e1ra \u00e9s alkalmaz\u00e1s\u00e1ra, valamint komplex piaci \u00e9s versenyk\u00f6rnyezeti elemz\u00e9sek elv\u00e9gz\u00e9s\u00e9re. Fejl\u0151dik strat\u00e9giai gondolkod\u00e1suk, d\u00f6nt\u00e9shozatali k\u00e9pess\u00e9g\u00fck, valamint a gyakorlati tervez\u00e9si \u00e9s akci\u00f3terv-k\u00e9sz\u00edt\u00e9si k\u00e9szs\u00e9g\u00fck. A k\u00e9pz\u00e9s \u00e1tfog\u00f3 keretet ad a marketing-, piacfejleszt\u00e9si \u00e9s piac\u00e9p\u00edt\u00e9si strat\u00e9gi\u00e1k tudatos megk\u00fcl\u00f6nb\u00f6ztet\u00e9s\u00e9hez \u00e9s \u00fczleti kontextusba helyez\u00e9s\u00e9hez. Kiknek [&hellip;]<\/p>\n","protected":false},"featured_media":3164,"template":"","meta":{"_acf_changed":true},"product_brand":[],"product_cat":[56,75,68,46],"product_tag":[66,60],"class_list":{"0":"post-3159","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-adult-education","7":"product_cat-business-and-economy","8":"product_cat-hungarian","9":"product_cat-university-of-pannonia-nagykanizsa","10":"product_tag-in-person","11":"product_tag-online","13":"first","14":"instock","15":"virtual","16":"sold-individually","17":"taxable","18":"purchasable","19":"product-type-simple"},"acf":[],"_links":{"self":[{"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/product\/3159","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/types\/product"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/media\/3164"}],"wp:attachment":[{"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/media?parent=3159"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/product_brand?post=3159"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/product_cat?post=3159"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/shop.uni-pannon.hu\/hu\/wp-json\/wp\/v2\/product_tag?post=3159"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}