The program aims not only to instill a project-oriented mindset but also to provide insights into corporate environments and labor market dynamics. Since September, this elective course has been integrated into the curricula of 12 study programs, including business informatics, commerce and marketing, agricultural engineering, and electrical engineering.

A total of 22 commerce and marketing students from the Kautz Gyula Faculty of Economics participated in the project, during which they designed an integrated marketing communication campaign for Hora Group. The company specializes in the general contracting of industrial and agricultural facilities, manufacturing and assembling steel structures, and offering design services, meaning its marketing efforts primarily target businesses. Students had to consider these aspects while working on their assignments.

During the project, the young people had to build the company's marketing communication plan from the ground up.

At the start of the semester, students attended a two-day intensive training, where they learned about the theoretical background of marketing communication and project management. Later, Dr. András Horváth, CEO of Hora Group, introduced the company's objectives and operational characteristics. The student groups were mentored by Judit Bilinovics-Sipos and Patrícia Horváth, assistant lecturers from the Department of Management and Marketing, while the project was coordinated and supervised by Dr. Veronika Keller, head of the commerce and marketing program.

After analyzing competitors and examining best practices in Hungary, the student teams developed creative ideas and created a social media strategy, focusing on Facebook, LinkedIn, YouTube, and event marketing. The students presented their project outcomes in December at the company’s headquarters, showcasing their innovative solutions to the company's management, university Student Project Support Center leaders, and faculty members.

Dr. Veronika Keller, head of the commerce and marketing program, emphasized that project-based tasks built around real corporate challenges are essential for the professional development of future experts.
"All 22 participating students worked on the project with great enthusiasm throughout the semester. The teamwork was enjoyable, and they dedicated a significant amount of time to the tasks. While smaller teams handled specific parts of the campaign separately, all efforts came together at the end, and they presented the final results together in the closing presentation to the company’s management and university representatives," she explained.

Dr. András Horváth, CEO of Hora Group, highlighted that the collaboration provided more value than expected, as students impressed the audience with creative and well-structured plans at the semester’s conclusion.
"We had not previously explored this area in depth, but seeing the effectiveness of this project, there is a strong chance we will implement the students’ marketing communication concepts in the future," he revealed.

One of the participating students, Zsófia Bódis, a commerce and marketing major, joined the project to gain hands-on experience. She found coordinating teamwork to be the biggest challenge.
"The project required extensive preparatory work, as we had to assess many factors while keeping the client’s goals and expectations in mind," said the student from Veszprém. "I highly recommend participating in similar initiatives, as they significantly help develop the competencies needed for a successful career."

The Commerce and Marketing students successfully presented their final results to the company and university representatives at the project's closing event.

The article has been published: https://uni.sze.hu/post/projektalap%C3%BA-oktat%C3%A1s-%C3%A9p%C3%ADt%C5%91ipari-c%C3%A9g-marketingstrat%C3%A9gi%C3%A1j%C3%A1n-dolgoztak-a-sz%C3%A9chenyi-istv%C3%A1n-egyetem-hall