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Economics
Name of subject: Consumer behaviour (in
Hungarian: Fogyasztói magatartás) Code: NBG_GA119G3 Credits: 3
Type (lecture/seminar/other) and number of classes: seminar
Method of evaluation (exam/project work/other): exams, in-class performance, assignments
Place of subject in the syllabus (Which semester?): fall semester
How often can students enrol in the course? (e.g. every fall semester): every fall semester
Language of teaching (if not Hungarian): English
Prerequisites: Marketing
Course description
Objectives:
The objective of this course is to explore and understand the patterns of how consumers interact with products,
services and the marketing environment. As we all are consumers, studying consumer behavior is about us, which
makes this subject one of the most interesting fields of marketing. On the other hand it is not easy to predict and
understand buying decisions, even for experts, as real motivations and desires often remain hidden in the
consumer’s “black box”. Still, businesses, nonprofit and governmental organizations have to map the factors that
can influence consumer decision making, in order to make competitive offerings to their target market. Studying
consumer behavior is an interdisciplinary effort, as it involves intellectual excursions to the fields of psychology,
sociology and anthropology at the same time.
Competencies developed, knowledge acquired during the course:
Please see the course contents below for details. This subjects places a strong emphasis on developing a
consumer-centered thinking in students, i.e. when a business considers client needs and satisfaction its major
priority.
Course contents and schedule:
Week Topic
2015. September 14–18. Introduction: discussion of course content and requirements.
2015. September 21–25. The model of consumer behavior
2015. September 28.– October 2. Segmentation, targeting, positioning
2015. October 5–9. Consumer motivation
2015. October 12–16. Personality and consumer behaviour
2015. October 19–23. Exam I.; Consumer perception
2015. October 26–30. FALL BREAK
2015. November 2–6. Consumer learning and attitude
2015. November 9–13. The consumer’s family and social class
2015. November 16–20. Influence of culture and subcultures
2015. November 23–27. Cross-cultural consumer behaviour (International perspective)
2015. November 30.– December 4. Consumers and the diffusion of innovation
2015. December 7–11. Marketing ethics and social responsibility
2015. December 14–18. Exam II.
Place and time of classes: Monday, 15.30-17.10 (B.I.118).
Evaluation of student performance:
Students are evaluated on the basis of homework assignments (25%), in-class performance (25%) and two exams
(25-25%). Students are expected to attend class and to complete all assignments. If a student misses more than 3
classes during the semester (it doesn’t matter why you were absent), every additional absence will lower his/her
class grade by 5 percentage points. Example: You have a 75% (‘Good’) average at the end of the semester and
have missed 5 classes. Your final grade will be 65% = (75-(2*5)), which is ‘Satisfactory’ or 3.
Class grades are based on the followings: 0-40%: Bad fail; 41-50%: Fail; 51-60% = Sufficient; 61-70% =
Satisfactory; 71-80% = Good; 81-90% = Very good; 91-100% = Excellent.
“A” Excellent (Hungarian: 5) - an excellent piece of work, only marginal mistakes
“B” Very good (5) - some mistakes, but overall still outstanding
“C” Good (4) - good and sound understanding but some basic mistakes
“D” Satisfactory (3) - an average piece of work, clearly showing some deficiencies
Economics
“E” Sufficient (2) - the work fulfils the requirements
“FX” Fail (1) - minor improvements would be necessary in order to achieve a pass
“F” Bad Fail (1) - considerable further work is required
Required readings:
The required readings for each topic will be provided by the teacher in class.
Supplementary readings:
Schiffman, L. & Kanuk, L. (2009): Consumer Behavior, Prenctice Hall
Solomon, M. R. (2012): Consumer Behavior. Prentice Hall.
Kotler, P. & Keller, K. (2012): Marketing Management, Prentice Hall
Teacher: Dr. Adam Novotny PhD, associate professor, [email protected] , http://adam.novotny.uni-eger.hu/
Teacher’s office hours: Monday 17.00-18.30, B.II. 230
Teacher’s preferred contact method: e-mail and office hours
Online study platforms, websites, etc. where students can follow topics and assignments:
http://elearning.ektf.hu/ , http://neptun.ektf.hu/
Economics
Course title: Current issues of human
resources management I. Code: NBG_EE100G3
Credits: 3
Type (lecture/seminar/practice/consultation) and number of contact hours: practice
Evaluation method (end-term exam mark/ term mark / other): term mark
Suggested semester: 5
Frequency of availability:
Language:
Prerequisites (if any): -
Description
Aims: the students must become familiar with the latest news portals, websites and
literature related to human resources management;
the students must learn how to process the information from the sources in a way that
they should be able to present the information to others clearly;
also, the students must gain knowledge regarding the role of the related HR fields
and the methods of the practical implementation through the various group, paired
and individual training and professional tasks.
Competences to develop:
the processed theoretical material will expand the students’ professional knowledge
related to the subject;
the course is basically practice-oriented, thus, it contributes to the development of the
professional skills to be actually applied at workplaces and enables the students to
develop and implement constructive and innovative solutions, strategies and action
programs;
the students will become committed to practical application of latest research results
and professional knowledge related to human resources management;
the course will also improve the participants’ ordination and presentations skills.
Course content and schedule: Week Material
14–18 September 2015 Workplace stress.
21–25 September 2015 Various generations at the workplace –generation management.
28 September – 2 October 2015 Job search and job interviews in the 21st century.
5–9 October 2015 Onboarding
12–16 October 2015 Managing conflicts (the stages of conflicts, the sources of conflicts,
types of conflicts, conflicts within the organization,).
19–23 October 2015
Mediation (resolving conflicts by involving a third party, the concept
of mediation, advantages of its application, Labor Mediation and
Arbitration Service).
26–30 October 2015 AUTUMN HOLIDAYS
2–6 November 2015 Outplacement, the caring layoff
9–13 November 2015 Organizational learning 1.action learning, job rotation, job expansion,
job enrichment, cross training.
16–20 November 2015 Organizational learning 2.coaching, mentoring (career improvement),
project method, internship program, workshop.
23–27 November 2015
HR organizations: National Association of HR Professionals,
National HR Management Association, Hungarian Organization
Development Society, Association of Management Consultants in
Economics
Hungary.
30 November – 4 December 2015 Management development + Jim Collins: Level 5 management.
7–11 December 2015 Employer branding, or employer branding.
14–18 December 2015 Equality HR management.
Education management:
Assessment:
The requirement for the sufficient mark are: holding a presentation (according to the tasks to
be submitted) and active participation in the course tasks.
method of assessment: continued course feedback related to the individual and
group tasks
mid-term requirement: attendance at the classes as per the study and exam
regulations (TVSZ) and active participation in the course tasks
oral exam topics (if any): -
The components of the term mark:
1. Course work (50%) 50 points (minimum requirement: 30 points)
2. A presentation (50%) 50 points (minimum requirement: 30 points)
Total (100%) 100 points
From 60%: pass (2), from 70%: satisfactory (3), from 80 %: good (4), from 90 %: excellent
(5).
Compulsory reading:
lecture materials (will be available on the website of the Institute)
Karoliny Mártonné, Farkas Ferenc, Poór József, László Gyula: Emberi erőforrás
menedzsment kézikönyv. KJK-Kerszöv Jogi és Üzleti Kiadó Kft., Budapest, 2003.
ISBN: 978 963 295 108 9
Related articles at HRportal
Kozák Anita (2014): A mentori rendszer működési tapasztalatairól. Félig strukturált
interjús vizsgálat magyar és amerikai HR vezetőkkel. 2014/5., pp. 62-70.
Kozák Anita: Tippek a munkahelyi beilleszkedést segítő mentori program
kidolgozásához (internetes szakcikk):
http://www.hrportal.hu/hr/tippek-a-munkahelyi-beilleszkedest-segito-mentori-
program-kidolgozasahoz-20140610.html
Optional reading:
Bakacsi Gyula, Bokor Attila, Császár Csaba, Gelei András, Kovács Klaudia, Takács
Sándor (2000): Stratégiai emberi erőforrás menedzsment. KJK-Kerszöv Jogi és
Üzleti Kiadó Kft., Budapest
Supporting (compulsory/optional) digital materials:
Economics
https://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are
Person in charge of program: István Kádek PhD
Person in charge of the course: István Kádek PhD
Instructor: Anita Kozák PhD
Instructor’s office hours:
Preferred contact details: e-mail, [email protected]
Online communication method: -
Economics
Course unit: Economic Fundamentals Code: NBG_G10162K2
Credit points: 2
The type (lecture/seminar/fieldwork/consultation hours) and number of lessons: lectures (12-13 weeks)
The method of assessment (exam/end of course mark/other assessment): end of course mark
Course in the curriculum (which semester is the course taught in):
Frequency of course offering: course is offered on a semester basis
Language of instruction: English
Entry requirements (if any):
Course description
Course Purpose and Outcomes
The purpose of the course is to provide students with economic responsiveness; therefore, besides an
introduction to and systematization of the basic concepts of economics, its aim is to review the main
cornerstones of economic thought, and to highlight the dilemmas of modern economics.
The main issues of the course are the following:
* Basic concept of economics: the basic problem and questions of economics, the coordination
mechanisms, the object and branches of the economic sciences, the basic concepts of microeconomics (the
concept, factors, operation of the market, consumer behavior, the costs and profits of suppliers, types of
market), macroeconomic concepts and phenomena (the flow of macroeconomic revenues, how to measure
economic activities, money in the economy, macroeconomic problems: unemployment, inflation, government
interference - economic policy).
* The cornerstones of economic thought: mercantilism vs. physiocracy, the classical and the neoclassical,
Keynesians vs. monetarists.
* Current problems: globalization, international economic integration processes, the revaluation of
human resources.
* The answer of economic theory to challenges: the interpretation and role of human capital,
interdisciplinary approach to socio-economic problems, alternative economics.
Instruction arrangements
Class times:
Venue:
Course completion criteria:
Course grade will be based on one in-class presentation, one policy letter assignment and one a mid-term and a
final examination. The course grade is the average of the four partial grades.
Attendance is required.
Required readings:
Readings will be assigned on a weekly basis. Readings should be completed before each class begins.
Course Schedule and Reading Assignments
Week Topic
1 Student goals and course design
Math, Economics, Trade, Rationing, Homo Economicus, Systems - Capitalism, communism,
and socialism, normative vs positive economics
2 Supply and demand, gluts and shortages, the pricing mechanism for control and equilibrium.
Elasticity, Consumer behavior, Effects on policy
3 Comparative advantage, global trade, and protectionism. Production possibilities and
opportunity cost. Effects on policy
Economics
4 Competitive systems – Monopoly, oligopoly, pure competition/contestable markets.
Monopolistic competition and brands and marketing. Price searchers vs price takers. Effects on
policy
5 Role of government in market economies. Public goods, infrastructure and law, property
rights, and taxation. Effects on policy
6 Labor markets, human capital, wage differentials, and justice. Classical/neo vs Keynes.
Effects on policy
Break
7 Macroeconomics – inflation vs unemployment. Keynes vs Monetarists and full employment.
Central banks, monetary and fiscal policies
8 Currency and international trade. Protectionism vs free trade, mercantilism vs Adam Smith,
free trade zones and regions. Effects on policy
9 Entrepreneurship, innovation, intellectual property, and the growth of modern economies.
Schumpeter and Steven Jobs. Effects on policy
10 Measuring and comparing the modern economy. GDP, GNP, money supply, current accounts,
currency exchanges, and other indices. How to use to understand policy and compare countries.
Hungary as an example
11 In class presentations of policy letters. Discussion and recommendations.
12 Global economics and the 21st Century. What lies ahead for us all?
13 Wrap up and review for final exam
Economics
Course title: Regional Economy
(Regional and Urban
Development) Code: NGB_GI854K3 Credits: 3
Type (lecture/seminar/practice/consultation) and number of contact hours: Lecture, 2/weekly
Evaluation method (end-term exam mark / term mark / other): End term exam
Suggested semester: 2.
Frequency of availability: Summer semester
Language: English
Prerequisites (if any): -
Description
Aims:
the students must learn:
o what the economic space is; region; regionalism; spatialism; the new social and
economic role of “territory” and “region”; impact of global processes on
regionalism and urbanism; spatial centers and (semi)peripheries; the
development policy of the European Union; Hungary’s development policy
(past, present, possible future)
the students must learn how to process the information from the sources in a way that
they should be able to present the information to others clearly;
also, the students must gain knowledge regarding the role of the related spatial and
urban development fields and the methods of the practical implementation;
the students must become familiar with the latest news portals, websites and literature
related to regional and urban development of the European Union;
Competences to develop:
the processed theoretical material will expand the students’ professional knowledge
related to the subject;
the course is basically theory-oriented with a lot of practical knowledge, thus, it
contributes to the development of the professional skills to be actually applied at
workplaces and enables the students to develop and implement constructive and
innovative solutions, strategies and action programs concerning regional economy,
territorial and urban programming, planning and development;
the students will become committed to practical application of latest research results
and professional knowledge related to spatial and settlement development focusing on
local economy;
the course will also improve the participants’ programming, planning, ordination and
presentations skills.
Course content and schedule:
the subject of this course focuses on the concepts and implementation tools of European
Union policies on economic development, spatial planning, regional programming and
the cities and their increasing impact on the corresponding policies in Hungary.
more specific:
o the content of the European Union and the new formation of Europe.
o the economic, regional / spatial policy of the European Union emphasizing on
the EU policies on urban systems and cities and in the environmental aspect of
Economics
those policies.
o the effects of the above-mentioned policies on the Hungarian economic,
regional and urban policy.
o tourism as an important factor of the territorial and urban development.
Week Material
1-5. February 2016
Overall introduction. Regional Policy of the European Union. What are
the regions? / What does region mean? What does EU regional policy
mean?
8-12.February 2016 Planning, programming. „Plan is nothing, planning is all”. Definition of
(communal) planning.
15-19.February 2016 Political character of planning. Basic types of planning. Planning styles.
22-26.February 2016 Process of communal planning. Documents of planning. Time horizon
of plans.
29.February – 4 March 2016 Policy – programme – project. The SWOT-analysis as a planning tool.
7-11.March 2016 Programme making – definition of the interventional logic. Input, output,
result, effect – the indicators.
14-18.March 2016 Perspectives of European Regional Development. Sustainable urban
development in the regional policy, 2007-2013
21-25.March 2016 Financial tools in Europe: the Structural Funds. Objectives of Structural
Funds (2000-2006). Cohesion Funds between 2000-2006.
28 March – April 1 2016 HOLIDAY
4-8.April 2016 Networks and regions. Increasing importance of networks.
11-15.April 2016 History of the Hungarian territorial policy.
18-22.April 2016 Regional development in Hungary after the change of regime (since
1990).
25-29.April 2016 Tourism in Europe.
2-6. May 2016 Tourism in Hungary.
9-13. May 2016 Summary of the semester. Evaluation.
Education management:
the lectures are held on Tuesdays from 10.00. a.m. till 11.30. a.m. in Building B,
classroom Nr 119
Terms of this course:
Evaluation:
o attendance and active participation (30% of final grade),
o PPT-presentation of freely selected topic (30%),
o written essay (40%).
Attendance on lectures:
o compulsory
Requirements:
o Attending classes regularly;
o Giving a presentation (approx. 30 minutes/person)
o Essay (subject DIFFERENT from the presentation’s subject!!!)
Compulsory reading:
lecture materials
www.espon.eu
Web-sites of DG of the European Committee for the Regional Policy, the Environment
etc.
Economics
PPT materials of the course.
Person in charge of program: Mrs Dr. Csilla Molnár PhD, reader, Tourism Department,
Person in charge of the course: Mr Dr. habil. Tibor Kovács PhD, associate professor,
Tourism Department, [email protected]
Instructor: Mr Dr. habil. Tibor Kovács PhD, associate professor, Tourism Department,
Instructor’s office hours: Monday, 13.30. – 15.00. a.m., Building B, Office Nr 227/B;
registry per e-mail in advance!
Preferred contact details: e-mail; [email protected]
Online communication method: -
Economics
Course title: Resources of Tourism Code:
NBG_TV101K3 Credits: 3
Type (lecture/seminar/practice/consultation) and number of contact hours: Lecture
Evaluation method (end-term exam mark/ term mark / other): end-term exam mark
Suggested semester: Spring
Frequency of availability: Yearly
Language: English
Prerequisites (if any): -
Description
Aims: Teaching resources and impacts of the tourism industry.
Competences to develop:
- Knowledge of the characteristics of tourism.
- Getting acquainted with the geographical features of tourism.
- Showing ways to sustainability.
Course content and schedule:
Tourism activities have developed under highly varied geographical conditions, driven by
changes in the areas preferred by society and the advances in transport technologies over
time. Tourism literature contains many references to what may be called tourism space
specific products, whose attractiveness, special character and infrastructure are linked to the
geographical features of a given area (location). From a spatial perspective, tourism may take
several forms, such as mass tourism (coastal/waterside tourism and winter sport/ski tourism),
countryside and rural tourism (village tourism), urban metropolitan tourism, mountain
tourism, nature tourism and ecotourism. Natural conditions and resources are key
determinants of tourism space specific products. In other words, the local conditions are of
paramount importance when it comes to destination selection. Tourists play a key role in
sustainable tourism. While their presence in tourism destinations has direct environmental,
economic and social impacts, they can exert indirect influence on enterprises operating in the
tourism industry and even demand environmentally conscious behaviour in the market.
1. Importance of tourism: global vs. local
2. Classification of tourism the industry
3. Sustainable tourism resources, products and destinations
4. Conditions for sustainable tourism development
5. Destination life cycles
6. Indicators for sustainability
7. New trends in the development of tourism products
8. Environmental impacts of tourism
9. Social-cultural impacts of tourism
10. Case studies: Africa
11. Case studies: America
12. Case studies: Asia
13. Case studies: Europe
14. Case studies: Central Europe
Education management: Lectures + PPT presentations
Asessment:
- method of assessment: 1-5 - 50% ≥-1, 51-60%-2, 61-70%-3, 71-85%-4, 86-100%-5
Economics
mid-term requirement: PPT presentation
oral exam topics (if any): -
Compulsory reading:
Dávid, Lóránt (ed.), Vargáné Csobán, Katalin, Kovács, Gyöngyi, Vasa, László, Singh
Manhas, Parikshat, Varga, Dorottya: Tourism Ecology: Towards a greener tourism –
Buiding sustainable tourism, Saarbrücken: LAP Lambert Academic Publishing, 2015. 315 p.
(ISBN:978-3-659-76246-8)
Optional reading:
Dávid Lóránt: Tourism Ecology: A Key for the Future, In: Aima A -Manhas P S - Bhasin J (eds.),
Tourism Destination Management: Strategic Practices and Policies. New Delhi: Kanisha
Publisher Distributors, 2012. pp. 125-130.
(ISBN:978-81-8457-370-1)
Supporting (compulsory/optional) digital materials:
PPT presentation of the lecturer.
Person in charge of program: Dr. Lóránt Dávid
Person in charge of the course: Dr. Lóránt Dávid
Instructor: Dr. Lóránt Dávid
Instructor’s office hours: Wednesday 11.50-13.30
Preferred contact details: [email protected]
Online communication method: E-mail
1
Course title:
Innovation and Knowledge Management Code: NBG_GI835K4 Credits: 4
Type and number of contact hours: 3 hours of lecture & interactive discussion / week
Assessment: end-term exam (oral)
Semester: 2nd semester in the 2016-2017 academic year
Course availability: annually (every 2nd semester)
Language: English
Prerequisites (if any): --
Description
Education objectives:
The main objective of the course is to teach the business and economic policy concepts related
to the most important driver of economic growth – i.e. knowledge, technological development,
innovation – and to strengthen such thinking in an interactive way. The awareness to
innovations is developed with the help of international literature and examples from practice.
It is important that students express their opinion and interpret innovative business-strategic-
government behaviour with the help of the knowledge acquired.
Competences to develop:
Specific knowledge: Students experience that managing innovation is an activity that shapes
everyday business and society, whose business, research and training, as well as government
implications are equally important – and their management differs. Knowledge of basic
innovation and knowledge management techniques.
Competences: Expression of own and sound opinion about innovation-related topics.
Understanding and comprehension of innovative business, strategic and policy behavior,
recognizing micro- and macro-level innovation challenges.
Attitudes: problem-awareness, open and critical attitude, awareness for creativity and
innovation. Strengthening global and systemic view of innovation.
The course – especially in its approach – builds on the understanding of the basics of business
economics and macroeconomics (strategy, financing, marketing and economic policy).
Course content and schedule:
When the course is completed, among others, students will have experience with: making the
difference between R&D and innovation, innovation models, knowledge management,
Nonaka-Takeuchi’s knowledge spiral, the basics for financing innovation, new product
marketing and RTDI policies. Global thinking and thinking in systems of innovation is
focused. The content is detailed below.
Week Topic and reading
Week 1
LECTURE: Expectations and assessment, Getting to know innovation
with the help of „Rock your thoughts!” a film on innovation
„Rock your thoughts!”:
Part I.: what is innovation?
2
Part II.: Innovation and society
Part III.: Hungarian innovations
INTERACTIVE
- Information on the work during the course
- Consultation on the film
Week 2
LECTURE: Introduction to the terminology I.
The concepts of and the differences between knowledge, technology,
science, R&D, innovation and creativity.
INTERACTIVE
Discussion on the basic concepts, and testing knowledge of the related
literature. Choosing an individual case for innovation (for which the R&D
and the innovation content needs to be differentiated).
SUPPLEMENTARY READING:
Quinn, J.B., Anderson, P. and Finkelstein, S. (1996): Managing
Professional Intellect: Making the most of the best. Harvard Business
Review, 1996. March-April.
Week 3
LECTURE: Introduction to the terminology II.
Explicit and tacit knowledge. The SECI cycle. Risks and uncertainties.
RTDI from three viewpoints (firms, researchers-scientists-teachers,
government). Management basics.
INTERACTIVE
Discussion on tacit knowledge and the institutional roles.
Week 4
LECTURE: Protecting intellectual property – the basics
Industrial property (patents, utility, design, trademark), copyright and
related rights. (Patent) application and granting process. Differences
between EU and US practice. Open Innovation.
INTERACTIVE
Discussion on IP and its protection.
SUPPLEMENTARY READING:
Loise, V. and Stevens, A.J. (2010): The Bayh-Dole Act Turns 30. Les
Nouvelles, December 2010.
Week 5
LECTURE: The forms of innovation in companies
Product, process, service, marketing and business model innovations.
Novelty (architectural, modular, radical and incremental innovations).
INTERACTIVE
Discussion on the forms and novelty of innovation.
Week 6
LECTURE: Start-up firms and incubation
The entrepreneurship concept and its significance. Seizing entrepreneurial
opportunities. Incubation.
INTERACTIVE
Discussion on entrepreneurship, start-ups and incubation.
3
Week 7
LECTURE: Life cycles: innovation marketing and financing
Life cycles in new product marketing. Stages of new product innovation
and the marketing connection. Life cycle of innovations and financing.
Financing options. National financial systems. Venture capital and early-
stage financing.
INTERACTIVE
Discussion on life cycles, marketing and financing from the innovation
perspective.
SUPPLEMENTARY READING:
The nature and financing of innovative enterprises. In: UNECE (2009):
Policy Options and Instruments for Financing Innovation. A practical
guide to early-stage financing. pp.1-5.
Week 8
LECTURE: Knowledge management and creativity development
Knowledge management – an information science perspective.
Knowledge management techniques and systems. Some important
creativity development technique (analogy, brainstorming, weakness
listing, mindmapping, evaluation-discussion-evaluation, fishbone
diagram, lateral thinking).
INTERACTIVE
Discussion on knowledge management and creativity.
SUPPLEMENTARY READING:
One case study in: EC (2004): Innovation Management and the
Knowledge-Driven Economy. European Commission, DG Enterprise
Innovation papers no. 38.
Week 9
LECTURE: The basics of scientific research
Scientific observation vs. everyday observation. Systematic enquiry and
its significance: induction and deduction. Primary and secondary research.
Quantitative and qualitative research. The branches of science.
INTERACTIVE
Discussion on scientific enquiry.
SUPPLEMENTARY READING:
Johansson, R. (2004): Theory of Science and Research Methodology.
Lecture notes.
Week 10
LECTURE: Public policy and RTDI policy
Concept and tasks of public policy and RTDI policy. Direct, indirect,
capital measures and systemic interventions. Additionalities (input,
output, behavioural). Policy cycles, evaluation and monitoring.
INTERACTIVE
Discussion on RTDI policy instruments.
SUPPLEMENTARY READING:
The comprehensive evaluation of the Research and Technology
Innovation Fund between 1 January 2004 to 31 December 2009. Executive
Summary
4
Week 11
LECTURE: System thinking and innovation
Innovation models: linear, dual-engine and interactive. The Triple Helix.
Open innovation. Innovation systems (sectoral, regional, national,
technological). The diamond model.
INTERACTIVE
Discussion on innovation systems.
SUPPLEMENTARY READING:
Borsi Balázs: Innovation in systems: a holistic view. In: Vojtech Ferencz,
Jaroslav Dugas, Dagmar Prividi, János Szlávik: Innovation Management,
Eger: EKF Líceum Kiadó, 2012. pp. 165-178.
Week 12
LECTURE: RTDI management in Japan
Resource concentration. Industry orientation and IP awareness. Visual
communication. Scientific governance. Cultural roots of innovation.
INTERACTIVE
Discussion on the national character of innovation.
SUPPLEMENTARY READING:
Borsi, B. (2011): Re-learning from Japan: Managing Innovative Research
and Technology Institutes, in: eds. J. Loudin, J. Hochgerner, Social and
Cultural Dimensions of Innovation in Knowledge Societies, Filosofia,
Praha
Week 13
LECTURE: Measuring RTDI. Ethical considerations
Measurement dilemmas regarding the business, government and S&T
views of innovation. Ethical issues (cloning, informed consent, privacy,
data protection, tests on animals, gender issues).
INTERACTIVE
Discussion on the measurement and ethics of RTDI.
Week 14
LECTURE: Summary of the course
Especially: innovation vs. R&D, actors in the innovation system and their
motivation. Revisiting the business-relevance of the studies. Overview of
student assessment.
INTERACTIVE
Discussion on the linkages of the different parts of the course.
Practical information: Classes are held in the B building.
Assessment: Grades are based on a combined written (50%) and oral (50%) exam.
Required reading: As above and the lecture notes (presentations), which, together with other
information are continuously updated throughout the course at the instructor’s website.
5
Recommended supplementary reading (besides the above specified):
Asheim, B.T., Lawton Smith, H. and Oughton, C. (2011): Regional Innovation Systems:
Theory, Empirics and Policy. Regional Studies, 45:7, pp. 875-891
Chesbrough, H.: Open Innovation. The New Imperative for Creating and Profiting from
Technology. Harvard Business School Press. 2006
Person in charge of program: Edit ERDÉLYI, associate professor, Ph.D.
Person in charge of the course: Balázs BORSI, associate professor, Ph.D.
Lecturer: Balázs BORSI, associate professor, Ph.D.
Lecturer’s office hours: tba
Contact: [email protected]
Online communication method: --
Subject: Marketing Management Code: N/LBG_GA127G4 Credits: 4
The type (lecture/seminar/fieldwork/consultation hours) and number of lessons: 3 seminars per week
The method of assessment (exam/end of course mark/other assessment): end of course mark
Course in the curriculum (which semester is the course taught in): every semester (in English)
Frequency of course offering: course is offered on a semester basis
Language of instruction: English
Entry requirements (if any): Marketing basics
Course description
Course purpose and outcomes
The objective of this course is to enhance students’ understanding of the importance of marketing in managerial
decision-making. The course provides a clear and brief statement of the principles of marketing management and
supplements this fundamental knowledge with real-life problems, examples and cases that illustrate how such
principles can be applied in practice. Globalization has resulted in firms marketing beyond the borders of their
home countries, which made international marketing highly significant and an integral part of a firm’s marketing
strategy. The course combines home-work assignments and classroom discussions to inspire students to explore
the key marketing questions managers have to face in the global arena.
After completing this course, students will be able to:
1. Appreciate the knowledge of the various concepts in marketing and the importance of marketing in ensuring
continued success of business organisations;
2. Define the marketing process and apply the concepts acquired in formulating marketing strategies for
various business situations;
3. Apply the conceptual understanding in making marketing plans and programmes;
4. Make appropriate decisions in marketing management; and
5. Learn how to apply strategic thinking at an international level.
Course schedule
1. Introduction and Overview: Understanding Marketing Management (February 1-8)
2. The Global Marketing Environment (February 15-22)
3. Analysing Global Markets and Targeting Global Market Opportunities (February 29-March 14)
4. Global Marketing Strategy (March 21-April 11)
5. Shaping the Marketing Offering: Creating Global Marketing Programs (April 18-May 2)
Instruction arrangements
Class times: Monday 15:30 – 17:30
Venue: B-205
Course completion criteria
Two exams (30-30%): mid-term (April 4) and end-term (May 9)
Home-work assignments and in-class performance (40%)
0-40%: Fail; 41-55%: Sufficient; 56-70%: Satisfactory; 71-85%: Good; 86-100%: Very good (Excellent from
95%)
Erasmus grading scheme:
"A" Excellent (Hungarian: 5) - an excellent piece of work, only marginal mistakes
"B" Very good (5) - some mistakes, but overall still outstanding
"C" Good (4) - good and sound understanding but some basic mistakes
"D" Satisfactory (3) - an average piece of work, clearly showing some deficiencies
"E" Sufficient (2) - the work fulfils the requirements
"FX" Fail (1) - minor improvements would be necessary in order to achieve a pass
"F" Bad Fail (1) - considerable further work is required
Readings
Keegan, W. & Green, M. (2013). Global Marketing: Global Edition. Pearson Higher Education.
Keegan, W. J. (2014). Global Marketing Management. Prentice Hall.
Kotler, P. & Keller, K. (2012). Marketing Management. Prentice Hall.
Novotny A. (2015). Marketing. Eger: Líceum Pub.
Readings will be assigned on a weekly basis, the teacher will distribute additional course material in class.
Instructor responsible for the overall program:
Instructor responsible for the course: Adam Novotny PhD
Other instructors teaching the course: Adam Novotny PhD
Office hours Monday 17.30-18.30 B-230, no appointment needed
Preferred means of contact: office hours, website and e-mail (http://adam.novotny.uni-eger.hu/ ,
Online communication option for the group: Neptun system
2016. February 1.
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Course title:
Strategic Planning Code: LBG_GI832K4 Credits: 4
Type and number of contact hours: lectures and consultation on 3 days
Assessment: end-term exam (oral)
Semester: 2nd semester in the 2016-2017 academic year
Course availability: annually (every 2nd semester)
Language: English
Prerequisites (if any): --
Description
Education objectives:
The main objective of the course is to teach the strategic planning thinking and processes of
businesses and the related methods and tools. The main topics include: the development of
strategic thinking, analysis of the external environment (PESTEL, diamond model, industry
life cycle, five forces, strategic groups), the analysis and management of resources and
capabilities (including core competences and value chain analysis), SWOT analysis, portfolio
strategies (such as the BCG and GE-McKinsey matrices), growth strategies, the basic
competitive strategies, resource-based planning, strategic planning of the family business,
Balanced Scorecard.
Competences to develop:
Specific knowledge: Students will learn the basics of strategic thinking.
Competences: Understanding and putting into perspective today’s business strategies.
Strengthening strategic thinking in an integrated way.
Attitudes: Students experience that strategy and strategic thinking shape business and society,
the awareness to which is developed with the help of international and English-language
literature and examples from practice. The classes are interactive, it is important that students
express their opinion and interpret business-strategic behaviour with the help of the knowledge
acquired.
Course content and schedule:
When the course is completed, among others, students will have experience with the above
topics. Global and strategic thinking is focused. The content is detailed below.
Date Topics
Day 1
TOPIC 1: Evolution of strategic thinking
Basic strategic concepts (vision, mission, strategy/tactics etc.). Strategy
by Sun Tzu and the Greeks. The first period: informal planning at the turn
of the Century. Formal financial planning. Long-term planning after
WWII. Strategic planning and strategic management in the 80’s.
TOPIC 2: Analysis of the external environment
Studying the macro-environment (PESTEL, diamond model), the
industry (5 forces, life cycle). Strategy groups.
TOPIC 3: Resource-based view of strategic planning
Tangible and intangible resources. Competences, key competences and
VRIN analysis. Value chain analysis. Corporate functions and functional
strategies.
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Day 2
TOPIC 4: Strategic positioning and SWOT
The SWOT analysis and the principles to compile reliable SWOTs. The
GE-McKinsey and BCG matrices.
TOPIC 5: General business strategies and growth strategies
The basic competitive strategies. Market development, market product
development, diversification and market penetration strategies.
Diversification of corporate structure along the growth path.
TOPIC 6: Strategic planning of the family business
The parallel planning process. The five pillars of balanced family-
business co-evolution. Life cycles in the family business. Guide to
succession.
Day 3
TOPIC 7: Balanced Scorecard and Strategy Maps
The strategy management concept. The 4 viewpoints of BSC (learning
and development, internal processes, customer, financial). Compiling the
strategy map and its relationship with the BSC.
TOPIC 8: Business Models
The Business Model Canvas. Key partners, key activities. Value
proposition and USP. Customer relationships and segments. Key
resources. Distribution channel. Revenue stream and cost structure.
TOPIC 9: International expansion of businesses
Direct expansion (exports, trade houses). Contractual arrangements (e.g.
franchise, licensing, turn-key solutions). Joint ventures. Foreign Direct
Investment
Practical information:
Classes are held in the B building.
Assessment: Grades are based on a combined written (50%) and oral (50%) exam.
Required reading:
Selected chapters in: Johnson, G., Whittington, R. and Scholes, K. (2010): Exploring
Strategy Text & Cases. Pearson, ISBN: 9780273737025
Selected chapters in: Scarborough, N.M. (2012): Effective small business management.
Pearson – Prentice Hall, 888.o. ISBN-13: 9780132157469
Supplementary reading:
Kim, W.C. and Mauborgne, R. (2005): Blue Ocean Strategy: How to Create Uncontested
Market Space and Make the Competition Irrelevant. Boston: Harvard Business School Press.
ISBN 978-1591396192
Porter, M.E. (1980): Competitive Strategy. Free Press, New York, ISBN 0-684-84148-7
Kaplan, R.S. and Norton, D.P. (2006): The Balanced Scorecard. Translating Strategy into
Action. Harvard Business School Press, Boston
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Person in charge of program: Edit ERDÉLYI, associate professor, Ph.D.
Person in charge of the course: Balázs BORSI, associate professor, Ph.D.
Lecturer: Balázs BORSI, associate professor, Ph.D.
Lecturer’s office hours: tba
Contact: [email protected]
Online communication method: --
