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Erasmus Virtual Campus Project

Erasmus Virtual Campus Project. Final Conference Budapest, 22 March 2010. Virtual campus for SMEs in a multicultural milieu. Hungarian Participation in the Project. István Eszes Ph.D. Professor Budapest Business School eszes.istvan@bgf.hu.

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Erasmus Virtual Campus Project

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  1. Erasmus Virtual Campus Project Final Conference Budapest, 22 March 2010 www.eszes.net

  2. Virtual campus for SMEs in a multicultural milieu Hungarian Participation in the Project István Eszes Ph.D. Professor Budapest Business School eszes.istvan@bgf.hu

  3. Module 1.Strategic Marketing and Marketing PlanningQuantative 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)

  4. Module 2International Finances, Treasury 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)

  5. Module 7Audit 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)

  6. Module 14Advanced 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)

  7. Development 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

  8. A short insight into the Module 1. www.eszes.net

  9. Module 1.Strategic Marketing and Marketing PlanningQuantative 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)

  10. Parts of the Module • Strategic Marketing and Marketing Planningelaborated by István Eszes • Quantitative Methods of Marketingelaborated by Erika Hlédik

  11. Strategic Marketing & Marketing Planning 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

  12. 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%

  13. General framework of the chapters • Description • Objectives • Structure • Introduction • Break down • Conclusion • Exercises • Summary

  14. Content of „Marketing Strategy” 1.) Strategic Marketing Management 2.) Identifying external threats and opportunities facing a business 3.) 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

  15. Recommended bibliography Marketing Strategy by O.C. Ferrell and Michael Hartline, South-Western College Pub; 4th edition, February, 2007) Marketing Concepts and Strategies by William M. Pride and O.C. Ferrell Houghton Mifflin Company; 13 edition ,January, 2006) Essential Guide to Marketing Planning Marian Burk Wood, Parson Education, May 2007 Global Marketing A Decision-Oriented Approach Svend Hollensen, 4th Edition, April 2007

  16. Relevant 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

  17. Quantitative 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

  18. 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%

  19. Content of the course 1.)Introduction to Marketing Research 2.)Process of Marketing Research 3.)Problem definition 4.)Research Design 5.)Data Collection Methods 6.)Data Collection Forms 7.) Sample Design and Data Collection 8.) Data analysis and interpretation 9.) Marketing Intelligence

  20. Recommended bibliography Basic Marketing Research by Gilbert A. Churchill, Jr., Tom J. Brown South-Western; 5 edition (2004) Marketing Research: an applied orientation By Naresh K. Malhotra Prentice Hall; 4 Har/Cdr edition (September 2003) SPSS Survival manual By Julie Pallant Open University Pr., Buckingham; 2nd edition

  21. Where we are now? www.eszes.net

  22. State-of–the-art of the group’sactivity

  23. Cooperation during the development work • national characteristics • continuous monitoring

  24. Utilization 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

  25. e-Learning • Budapest Business School • ETR - CooSpace www.eszes.net

  26. Startpage www.eszes.net

  27. www.eszes.net

  28. Study material, offline and online sources www.eszes.net

  29. Questions www.eszes.net

  30. Case studies www.eszes.net

  31. Istvan Eszes eszes.istvan@bgf.hu

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