At the Kautz Gyula Faculty of Economics of Széchenyi István University, a project-based education initiative has been launched within the Integrated Marketing Communication course under the mentorship of Dr. Veronika Keller.
Throughout the semester, master’s students in marketing are working on a real-world project: developing the marketing communications for the ETO FC youth academy. The project kick-off was built on strong professional foundations:
- On Monday, Bence Sallai, Marketing Manager of ETO FC, presented the club’s operations as well as its current marketing and social media activities
- On Tuesday, students began the substantive work, supported by Norbert Farkas, Online Marketing Specialist at KreatívKrú agency, who contributed practical examples and ideas
The focus of the project is how ETO FC’s marketing communication can be developed in an integrated manner in order to:
– strengthen the youth academy,
– attract more children and young people to the club,
– ensure sustainable talent development in the long term.
During the project, students analyse and apply several channels and tools, including:
• social media (Facebook, Instagram, TikTok)
• online communities and forums
• email marketing and content marketing
• website and blog
• and the potential of AI-based marketing solutions.
This project is an excellent example of how university education, a market-oriented approach, and sports marketing can come together to create real value for both students and the partner organization.
