Transcript E - marketing

Erasmus Virtual Campus
Project
Final Conference
Budapest, 22 March 2010
April 11, 2016
www.eszes.net
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Virtual campus for SMEs in
a multicultural milieu
Hungarian Participation in the Project
István Eszes Ph.D.
Professor
Budapest Business School
[email protected]
Module 1.
Strategic Marketing and Marketing
Planning
Quantative 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 2
International 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)
Module 7
Audit 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 14
Advanced 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 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.
4/11/2016
www.eszes.net
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Module 1.
Strategic Marketing and Marketing
Planning
Quantative 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 Module
• Strategic Marketing and
Marketing Planning
elaborated by István Eszes
• Quantitative Methods of
Marketing
elaborated by Erika Hlédik
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
Course format for face to
face:
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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 chapters
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Description
Objectives
Structure
Introduction
Break down
Conclusion
Exercises
Summary
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 marketdriven business strategy
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
Relevant marketing journals
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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 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 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
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
Where we are now?
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State-of–the-art of the group’s
activity
Date
Module coordinator
Group members
2007/11/19
First draft of content paper
No objections
2008/02/29
Final version of content
paper
Translation to local languages
Rationale and market analysis, National
specification part – Madhu Banerjee
2008/06/30
2008/06/30
First version of Marketing
Curricula
2008/07/30
2009/01/31
Accepted
Final version of Marketing
Curricula traditional form in
EN and HU
2009/05/31
2010/02/15
2010/03/15
Translation of the final version into DE
Final version of Marketing
Curricula e-Learning form in
HU
Final version of Marketing Curricula eLearning form in EN and DE
Translation into FR and final version of
Marketing Curricula e-Learning form in FR
Cooperation during the
development work
•national characteristics
•continuous monitoring
Utilization of the modules
• Module 1
Application: HU – e-learning (later Master), UK,
DE
• Module 2
applying: FR – HU, e-learning
• Module 7
Introducing: UK (Master), FR (distance learning),
HU (BBS Controlling Department) – e-learning
• Module 14
Based on a former development
Introducing phase: UK, HU e-learning
e-Learning
• Budapest
Business School
• ETR - CooSpace
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Startpage
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Study material, offline and online
sources
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Questions
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Case studies
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Istvan Eszes
[email protected]