Árpád Papp-Váry

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Árpád Papp-Váry
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EducationMSc in Economics
Alma mater
  • Budapest University of Economic Sciences and Public Administration
  • University of Szeged
  • Marketing professor
  • Branding consultant
AwardsTeacher of the Year (2007, 2011, 2016)

Árpád Papp-Váry is marketing professor, branding consultant. He graduated from the Budapest University of Economic Sciences and Public Administration (today: Corvinus University of Budapest), Faculty of Business Administration in 1999. He received an MSc in Economics with a major in management and leadership and a minor in marketing communications. In the same year, he and his teammates won the national student advertising competition announced by the Kreatív magazine. In 2003, he obtained an MSc in Economics with a postgraduate degree in the European Studies programme (European Management specialization) at the University of Szeged, Faculty of Economics and Business Administration. He obtained an OKJ (National Qualifications Register) advanced qualification in journalism from Népszabadság Education Centre (Népszabadság Oktatási Központ) and Eszterházy Károly University in 2001, and a tour guide OKJ certificate from Krúdy Education Centre (Krúdy Oktatóközpont) in 2003. He completed his doctoral (PhD) studies at the University of West Hungary (today: University of Sopron), Faculty of Economics. He defended his dissertation on country branding at the Theory and Practice of Economic Processes doctoral programme, Marketing sub programme in 2007. He became a habilitated doctor at the same institution in 2015.[1]

Teaching activities

He has been teaching since 1994: he started teaching as a university student and the head of the history section at the Studium Generale student organization of the Budapest University of Economic Sciences. After that, he mostly taught business economics, marketing and marketing communications in National Qualifications Register (OKJ) courses. He has been teaching at Hungary’s largest private higher education institution, Budapest Metropolitan University (formerly known as the Budapest College of Communication and Business) since its foundation in 2001, first as a lecturer and then as a full-time employee since 2006. His subjects include Principles of Marketing, Branding in an International Environment, Case Studies from the Advertising Market and Small Business Marketing. He has held several leadership positions at the university such as Head of Department, Vice-Rector for General Affairs and Chief Academic Officer. He is the Dean of the Faculty of Business, Communication and Tourism, and the head of several programmes including the Commerce and Marketing Bachelor of Science and vocational programme, the Marketing MSc programme and the Digital Marketing executive MBA postgraduate programme.

He is a doctoral school instructor and supervisor in the doctoral schools at Alexandre Lamfalussy Faculty of Economics (University of Sopron), Institute of Geography and Earth Sciences (University of Pécs) and International Business School – University of Buckingham. He was an instructor of subjects such as sports marketing, consumer behaviour, advanced marketing and brand management at the masters programme of the French École supérieure des sciences commerciales d'Angers. He has also worked as a guest lecturer in Slovenia, Bulgaria, Portugal, Romania, the Czech Republic, Turkey and Kazakhstan.

Field of research

His field of research is branding in a broad sense. He is mostly specialized in country branding, city branding, personal branding, sports branding, and branded entertainment.

He is the author several hundred articles, most of which are available online at the website www.papp-vary.hu[2], grouped by topic.

Textbook writing activity

He is the author of several textbooks with a focus on branding and brand building:

JPÉ Marketing – Elmélet és gyakorlat józan paraszti ésszel (“Common Sense Marketing”, Századvég 2009, and KIT 2010)[3]

Mágikus márkázás: Beckham – Hogyan lett egy futballistából globális márka? (“Magical Branding: Beckham – How a football player became a global brand”, Századvég 2009)[4]

A márkanév ereje – Szempontok a sikeres brandépítéshez (“The power of brand names – Aspects for Successful Brand Building”, Dialóg-Campus 2013 and 2020)[4]

Márkázott szórakoztatás – A termékmegjelenítés nemzetközi és hazai alkalmazása (“Branded entertainment – The International and Hungarian Application of Product Placement”, Akadémiai Kiadó 2014)[5]

Országmárkázás - Versenyképes identitás és imázs teremtése (“Country Branding – The Creation of Competitive Identity and Image”, Akadémiai Kiadó 2019)[1]

Országmárka-építés - Országnevek, országszlogenek, országlogók, országarculatok és Magyarország márkaépítési törekvései (“Country brand building – Country names, country slogans, country logos, country identities and Hungary’s brand building efforts”, Dialóg-Campus 2020)[1]

Activities as a branding consultant

Before joining Budapest Metropolitan University as a full-time employee (2006), he had worked for Hungarian and international advertising agencies as a copywriter and team leader.

In addition to his university teaching activities, he continues to provide marketing trainings and branding consulting to cities, companies and professionals. He is a partner of advertising and PR agencies in complex branding projects.

His work experience includes the marketing of cities, mineral water, a food shop chain, a toothpaste, a real estate agency, cosmetics, scooter parts, a media company, a beauty salon, software, a travel agency and entertainment venue brands.

Awards and recognitions

According to Kreatív, the magazine of the Hungarian communications profession, he is ”one of the best-known marketing teachers in the country”.[1]

He won the “Teacher of the Year” award at the Budapest Metropolitan University three times (2007, 2011, 2016). The recognition can be merited by only one teacher out of hundreds of educators based on student votes.[1]

He received a silver plaque from Varna Free University for developing international relations.

He is a jury member of several professional competitions including MMSZ Városmarketing Díj (Hungarian Marketing Association City Marketing Prize), EFFIE Reklámhatékonysági Verseny (EFFIE Marketing Effectiveness Awards), Év kereskedelmi kampánya (Commercial Campaign of the Year), MMSZ Marketing Gyémánt (Hungarian Marketing Association Marketing Diamond), TOP50 magyar marketinges (TOP50 Hungarian Marketers), BrandExcellence and Trade Magazin.

He is often interviewed in the media regarding marketing, advertising and PR. In connection with these topics, he has also appeared on the Magyar Televízió, TV2 (Hungarian TV channel), RTL Klub, ATV (Hungary), Hír TV, and Echo TV. He has also been featured in print media outlets such as Kreatív Magazin, Heti Világgazdaság, Figyelő, Világgazdaság, Népszabadság, Magyar Nemzet, Nők Lapja, and Nemzeti Sport in recent years.

Typing the Hungarian terms „országmárkázás” (country branding), and „városmárkázás” (city branding) in Google, the first and most hits appear in connection with his name.

He has been a Vice President of the Hungarian Marketing Association since 2013, serving his third term now.[1]


  1. 1.0 1.1 1.2 1.3 1.4 1.5 "Papp-Váry Árpád", Wikipédia (in magyar), 2021-01-21, retrieved 2021-01-21
  2. "Papp-Váry Árpád". www.papp-vary.hu. Retrieved 2021-01-21.
  3. Szupernap. "JPÉ Marketing · Papp-Váry Árpád · Könyv". Moly (in magyar). Retrieved 2021-01-21.
  4. 4.0 4.1 "Papp-Váry Árpád: Mágikus Márkázás – Beckham | sportsmarketing.hu". sportsmarketing.hu (in magyar). 2012-07-02. Retrieved 2021-01-21.
  5. "A legjobb marketingkönyvek a hazai piacon". mersz_blog (in magyar). 2019-07-14. Retrieved 2021-01-21.

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