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Erasmus Virtual Campus Erasmus Virtual Campus ProjectProject

Final ConferenceBudapest, 22 March 2010

Hungarian Participation in the Project

Virtual campus for SMEs in Virtual campus for SMEs in a multicultural milieua multicultural milieu

István Eszes Ph.D.ProfessorBudapest Business Schooleszes.istvan@bgf.hu

Module 1.Module 1.Strategic Marketing and Marketing Strategic Marketing and Marketing PlanningPlanningQuantative Methods of MarketingQuantative Methods of Marketing

• Head of the Quadrangle: István Eszes (HU)

• Members:Madhu Banerjee (UK)

Sena Ozdemir (UK) Gunnar Prause (DE) Christophe Benavent (FR-UPX)Christian Maupetit (FR-ESCEM)

Erika Hlédik (HU)

Module 2Module 2International Finances, Treasury International Finances, Treasury and Financing and Financing

• Head of the Quadrangle:József Pucsek (HU)

• Members:Marie Perez (FR-UPX)Jay Mitra (UK)Michael Schleicher (DE)Isabelle Klein (FR-ESCEM)

Erwan Le Saout (FR-ESCEM)

Module 7Module 7Audit of ManagementAudit of Management

• Head of the Quadrangle:József Roóz (HU)

• Members:Ping Zheng (UK)Kostas Poulis (UK)Gunnar Prause (DE)Jean-Christophe Scilien (FR-UPX)Jean François Talboutier (FR-ESCEM)József Pucsek (HU)

Module 14Module 14Advanced Financial AnalysisAdvanced Financial Analysis

• Head of the Quadrangle:Csaba László (HU)

• Members:Li-Ying Meng (UK)Emmanuil Noikokyris (UK)Gunnar Prause (DE)Christian Maupetit (FR-ESCEM)Yamina Tadjédine (FR-UPX)

• Formal version collaborators:József Pucsek (HU), Yamina Tadjédine (FR)

Alain Praet (BE)

Development ProcessDevelopment Process

Original dates:• 2007/11/19 First draft of content paper• 2008/02/29 Final version of content paper• 2008/06/30 National specification• 2008/06/30 First version of Curricula• 2008/07/30 Remarks and suggestions• 2009/01/31 Final version of Curricula (with

translations)• 2009/06/30 eLearning development• 2009/08/31 Testing / Beta version e-learning

In case of some modules it was changed almost continuously and also together with the amendment

A short insight into the Module 1.A short insight into the Module 1.

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Module 1.Module 1.Strategic Marketing and Marketing Strategic Marketing and Marketing PlanningPlanningQuantative Methods of MarketingQuantative Methods of Marketing

• Head of the Quadrangle: István Eszes (HU)

• Members:Madhu Banerjee (UK)

Sena Ozdemir (UK) Gunnar Prause (DE) Christophe Benavent (FR-UPX)Christian Maupetit (FR-ESCEM)

Erika Hlédik (HU)

Parts of the ModuleParts of the Module

• Strategic Marketing and Marketing Planningelaborated by István Eszes

• Quantitative Methods of Marketingelaborated by Erika Hlédik

Strategic Marketing & Marketing Strategic Marketing & Marketing PlanningPlanning

Objectives of the course• defining a firm’s business and goals and selecting target

product/markets• developing a market-driven business strategy for gaining

a profitable and sustainable competitive advantage;• understanding the impact of strategic marketing decisions

on the firm;• Learning how to assimilate information from a variety of

sources (Internet, library, etc.) • Applying decision models used by today's marketing

managers• Learning how to develop a marketing plan

Course format for face to face:

• Lectures: 15 hours• Seminars: 15 hours• cases• business simulation game

Course format for e-Learning:

• test phase

Assessment• In-class presentation on a case

study (Group work) – 30%• Simulation game (Group work)

– 20%• End of semester, unseen exam

(Individual Work) – 50%

General framework of the chaptersGeneral framework of the chapters

Description Objectives Structure Introduction Break down Conclusion Exercises Summary

Content of „Marketing Strategy”Content of „Marketing Strategy”

1.) Strategic Marketing Management2.) Identifying external threats and opportunities

facing a business3.) Assessing a business' strengths and weaknesses 4.) Developing a market-driven business strategy

for gaining a profitable and sustainable competitive advantage

5.) Designing and implementing business models and marketing plans consistent with the market-driven business strategy

Recommended bibliographyRecommended bibliography

Marketing Strategy by O.C. Ferrell and Michael Hartline, South-Western College Pub; 4th edition, February, 2007) Marketing Concepts and Strategiesby William M. Pride and O.C. FerrellHoughton Mifflin Company; 13 edition ,January, 2006) Essential Guide to Marketing PlanningMarian Burk Wood, Parson Education, May 2007

Global MarketingA Decision-Oriented ApproachSvend Hollensen, 4th Edition, April 2007

Relevant marketing journalsRelevant marketing journals

• Strategic Management Journal • International Marketing Review• The European Journal of Marketing• The Journal of Marketing • Journal if Marketing Management• Industrial Marketing Management• Journal of Business Research • Harvard Business Review • California Management Review• Sloan Management Review • McKinsey Quarterly

Quantitative Methods of MarketingQuantitative Methods of Marketing

Course background and objectives• Describe a conceptual framework for conducting marketing

research as well as the steps of the marketing research process.

• The differences between qualitative and quantitative research in term of objectives, sampling, data collection and analysis, and outcomes.

• Have an insight into the different survey methods that can be used for quantitative and also for qualitative research.

• Understand the interpretation of marketing research results, based on statistical figures.

• Produce a written research report and to present the findings including the recommendations

Course format for face to face:

• Lectures: 15 hours• Seminars: 15 hours• Use of SPSS

Course format for e-Learning:

• test phase

Assessment• Course work – 50%

Research project (30%)Progress report (20%)

• Written exam – 50%

Content of the courseContent of the course

1.)Introduction to Marketing Research 2.)Process of Marketing Research3.)Problem definition 4.)Research Design 5.)Data Collection Methods6.)Data Collection Forms7.) Sample Design and Data Collection8.) Data analysis and interpretation9.) Marketing Intelligence

Recommended bibliographyRecommended bibliography

Basic Marketing Researchby Gilbert A. Churchill, Jr., Tom J. BrownSouth-Western; 5 edition (2004) Marketing Research: an applied orientation By Naresh K. Malhotra Prentice Hall; 4 Har/Cdr edition (September 2003) SPSS Survival manualBy Julie PallantOpen University Pr., Buckingham; 2nd edition

Where we are now?Where we are now?

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State-of–the-art of the group’sState-of–the-art of the group’sactivityactivity

Date Module coordinator Group members

2007/11/19 First draft of content paper No objections

2008/02/29Final version of content paper

Translation to local languages

2008/06/30Rationale and market analysis, National specification part – Madhu Banerjee

2008/06/30First version of Marketing Curricula

2008/07/30 Accepted

2009/01/31Final version of Marketing Curricula traditional form in EN and HU

2009/05/31 Translation of the final version into DE

2010/02/15Final version of Marketing Curricula e-Learning form in HU

Final version of Marketing Curricula e-Learning form in EN and DE

2010/03/15Translation into FR and final version of Marketing Curricula e-Learning form in FR

Cooperation during the Cooperation during the development workdevelopment work

•national characteristics•continuous monitoring

Utilization of the modulesUtilization of the modules

• Module 1Application: HU – e-learning (later Master), UK, DE

• Module 2applying: FR – HU, e-learning

• Module 7Introducing: UK (Master), FR (distance learning), HU (BBS Controlling Department) – e-learning

• Module 14Based on a former developmentIntroducing phase: UK, HU e-learning

e-Learninge-Learning

• Budapest Business School

• ETR - CooSpace

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StartpageStartpage

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Study material, offline and online Study material, offline and online sourcessources

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QuestionsQuestions

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Case studiesCase studies

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Istvan Eszeseszes.istvan@bgf.hu