Higher Education in Hungary PDF

1. Introduction to academic life, language learning, critical thinking Introduction to academic life 2 Admission to a university in Hungary Application process Submit your application through the Hungarian higher education admission system, called "Felvi.hu."...

1. Introduction to academic life, language learning, critical thinking Introduction to academic life 2 Admission to a university in Hungary Application process Submit your application through the Hungarian higher education admission system, called "Felvi.hu." Choose your preferred universities and programs Submit necessary documents, including high school diploma, language proficiency proof (if required), and other specific requirements (e.g., entrance exams) Entrance exams Some programs (such as teacher training, etc.) require passing entrance exams or tests Prepare for specific exams Results and notification Admission results are announced on "Felvi.hu" If accepted, you will receive a text message ☺ → an official letter of admission from the university 3 Enrollment at the university Confirm acceptance Accept your offer through the university’s online system or in person (sometimes both ☺). Some universities may require a tuition deposit to secure your place Documentation Submit original copies of your documents (diploma, ID, etc.) during the enrollment process Student ID Obtain a student ID card (discount!) Orientation Attend orientation sessions to learn about the campus, resources, and university life 4 Course registration Academic calendar Follow the academic calendar for course registration periods Online registration system Use the university’s online system (Neptun) to register for courses. Select mandatory and elective courses as per your program curriculum Finalizing registration Confirm your course selections before the deadline Pay any required tuition fees or confirm your student loan arrangements 5 Attending classes and exams Attending lectures and seminars Participate in lectures and seminars as required (seminars are compulsory to attend, lectures are not!) Maintain good attendance, as it may affect your ability to take exams Continuous assessment Complete assignments, quizzes, and mid-term exams Participate in group projects and presentations Exams Register for final exams through the university’s system Prepare thoroughly, as exams significantly impact your grade Grading System The grading system is the usual 1-5 scale (with 5 being the highest) Check your grades through the online system 6 Obtaining your degree Completing all credits Ensure you have completed all required credits, including electives and mandatory courses Thesis or Final Project Submit a thesis or final project as required by your program Defend your thesis in front of a panel (i.e., lecturers) Graduation Ceremony Attend the graduation ceremony to receive your diploma Official Degree Certificate Obtain your official degree certificate, which is recognized across the EU Post-Graduation Options Consider further studies (Master’s, PhD) or enter the job market 7 Additional information Student services Use student services for academic support, counseling, and career advice. Extracurricular activities Engage in clubs, sports, and other extracurricular activities to enrich your university experience. Erasmus+ and study abroad Explore opportunities for studying abroad through programs like Erasmus+. Alumni network Join the alumni network to stay connected and benefit from lifelong learning and networking opportunities 8 Overview of higher education levels in Hungary Higher education in Hungary is structured into three main levels: Bachelor’s (BSc/BA), Master’s (MSc/MA), Doctoral (PhD) Each level builds upon the previous, offering more specialized and advanced knowledge. 9 Bachelor’s degree (BSc/BA) Duration: Typically 3 to 4 years (180-240 ECTS credits). Admission requirements High school diploma (érettségi) Specific subject requirements depending on the program (e.g., Mathematics for engineering). Entrance exams for certain programs. Curriculum Combination of core subjects, electives, and practical training Includes lectures and seminars Usually culminates in a final thesis or project Outcome Provides foundational knowledge and skills in a specific field Prepares students for either entering the workforce or continuing to an MSc 10 Master’s degree (MSc/MA) Duration Typically 1 to 2.5 years (60-150 ECTS credits). Admission requirements A Bachelor’s degree in a related field In some cases, a qualifying exam or interview Language proficiency, usually in English or Hungarian Curriculum More specialized and advanced courses in the chosen field. Often includes research components, projects, and internships. Completion of a Master’s thesis, which involves independent research Outcome Equips students with advanced knowledge and expertise. Prepares graduates for specialized careers or further study at the PhD level 11 Doctoral degree (PhD) Duration Typically 4 years (or more ☺), though it can vary depending on research progress Admission requirements An MSc/MA degree in a related field Research proposal or topic submission Often includes an entrance exam and/or interview Curriculum Focus on independent research leading to a dissertation Limited coursework focusing on research methodology and subject-specific topics Participation in academic conferences, publications, and teaching duties Research and dissertation Conduct original research contributing new knowledge to the field Write and defend a doctoral dissertation before a committee Outcome Attainment of the highest academic qualification Prepares graduates for careers in academia, research, or highly specialized roles in industry 12 Comparison of BSc, MSc, and PhD Focus: BSc: Broad and foundational. MSc: Specialized and advanced. PhD: Research-focused and original. Duration: BSc: 3-4 years. MSc: 1-2.5 years. PhD: 4 (or more) years. Outcome: BSc: Entry-level employment or further study. MSc: Advanced professional roles or PhD admission. PhD: Academic, research, or expert roles. Thesis requirement: BSc: Often includes a final project or thesis. MSc: Requires a more in-depth Master’s thesis. PhD: Involves a comprehensive dissertation based on original research. 13 Post-graduation opportunities After BSc: Employment in related fields. Further studies in MSc programs. After MSc: Specialized professional roles in industry. Pursue a PhD for research or academic careers. After PhD: Academic positions (postdoctoral research, lectureships). Research roles in industry or governmental organizations. Consulting or specialized expert positions. 14 Academic ranks 15 Assistant lecturer (tanársegéd) Role: Entry-level academic position, often held by early-career researchers or those pursuing a PhD. Primarily focused on teaching and assisting higher-ranked faculty members. 2. Responsibilities: Teaching introductory courses and laboratory sessions. Grading assignments and exams. Assisting with research projects and literature reviews. Providing support to senior faculty in course preparation and delivery. 3. Requirements: Typically requires a Master’s degree, though often candidates are pursuing a PhD. Basic teaching experience, usually gained during postgraduate studies. Demonstrated interest in academic research and teaching. 16 Assistant professor/senior lecturer (adjunktus ) Role: Early to mid-career academic position focused on building a research and teaching portfolio. Often a transitional rank for those aiming to become associate professors. 2. Responsibilities: Teaching undergraduate courses and sometimes graduate courses. Conducting research and publishing in academic journals. Assisting in supervising undergraduate and master’s students. Participating in academic conferences and professional development. 3. Requirements: PhD degree. Demonstrated potential in research and teaching. Initial publications and conference presentations. Engagement in academic and professional communities. 17 Associate professor (docens) Role: Mid-level academic position, often considered a stepping stone to full professorship. Combines teaching, research, and administrative duties. 2. Responsibilities: Teaching undergraduate and graduate courses. Conducting independent research and publishing results. Supervising graduate students and serving on dissertation committees. Contributing to department administration and curriculum development. 3. Requirements: PhD degree and significant research contributions. Several years of teaching experience. Often requires a habilitation (Dr. habil.) as a formal qualification. Recognition as an expert in their field of study. 18 University professor/Full professor (egyetemi tanár, professzor) Role: The highest academic rank in Hungarian universities. Responsible for leading academic departments, overseeing research projects, and shaping the university’s academic policies. 2. Responsibilities: Conducting and supervising advanced research. Teaching at all levels, from undergraduate to doctoral students. Publishing scholarly work in high-impact journals. Mentoring PhD students and junior faculty. Participating in university administration and strategic decision-making. 3. Requirements: Extensive research and teaching experience. Significant academic publications. Often requires habilitation (a post-doctoral qualification) and recognition from peers and academic bodies. 19  Business Foreign Language development 21 Vocabulary expansion strategies Learning in context Contextual learning involves encountering words in sentences, conversations, or real-life scenarios. This method helps understand not just the meaning but also the usage of words in various situations. Active usage Actively using new vocabulary in speaking and writing reinforces learning. Engaging in conversations, writing essays, or creating presentations with new words helps solidify memory. Spaced repetition Revisiting new words over and over again aids long-term retention. Tools like flashcards and spaced repetition apps (e.g., Anki) are highly effective. 22 Avoid rote memorization! Limitations of word lists Memorizing vocabulary from lists without context can lead to superficial learning. Words learned in isolation are harder to recall and use effectively in conversation. Lack of practical application Without applying vocabulary in real-life contexts, it’s difficult to develop true language proficiency. The role of contextual learning Learning vocabulary in meaningful contexts enhances comprehension and usage. Examples: reading articles, listening to podcasts, or participating in discussions in the target language. 23 The role of repetition and exposure Multiple encounters Research suggests that encountering a word multiple times (usually 6-12) in various contexts is necessary for it to be committed to memory. Exposure should include reading, listening, speaking, and writing. Diversified practice Engage with new vocabulary in diverse settings – news articles, casual conversations, etc. Use multimedia resources (videos, podcasts, articles) to encounter vocabulary in different contexts. Consistent review Regular review sessions help keep vocabulary active in your memory. Mix up the types of review to keep it engaging – flashcards one day, a writing exercise the next. 24 Tools and resources for autonomous learning Language learning apps Apps like Duolingo, Babbel, and Memrise offer structured learning paths and vocabulary practice. Anki for spaced repetition and Quizlet for creating custom flashcards. Online platforms Websites like LingQ and News in Slow Languages provide content for immersive, contextual learning. MOOCs (Massive Open Online Courses) for specialized business language courses. Real-life practice Language exchange platforms (e.g., Tandem, HelloTalk) to practice with native speakers. Participate in webinars, conferences, and workshops in your target language. 25 Practical tips for lifelong vocabulary development Set realistic goals Aim to learn a specific number of words or phrases each week. Focus on quality and usage rather than sheer quantity. Integrate language learning into daily life Incorporate your target language into your daily routine – reading news, listening to music, or even changing your phone’s language settings. Engage with native content Watch movies, listen to podcasts, and read books in your target language to expose yourself to everyday vocabulary. Keep a vocabulary journal Maintain a journal to record new words, their meanings, and example sentences. Review and update it regularly to track your progress. 26 Types of dictionaries Monolingual dictionaries: Provide definitions, usage examples, and detailed explanations in the target language. Ideal for advanced learners aiming to deepen their understanding of word meanings and contexts. Bilingual dictionaries: Offer translations between two languages, making them useful for beginners and intermediate learners. Help bridge gaps in understanding when learning a new language. Specialized dictionaries: Focus on specific fields (e.g., business, medical, legal, technical). Essential for professionals and students in specialized areas needing precise terminology. 28 Common mistakes Over-reliance on translations Avoid relying too heavily on direct translations; instead, aim to understand the word’s meaning in context. Ignoring multiple meanings Don’t skip over alternative definitions, as a word’s meaning can change based on context. Mispronunciation Make sure to use pronunciation guides or audio features to avoid developing incorrect habits. Not checking usage Always check how a word is used in example sentences to ensure you can use it correctly in your own speech or writing. 29 Authentic materials for language learning 30 Extramural English activities Definition of Extramural activities Language learning activities that take place outside the formal classroom setting. Types of Extramural activities Watching English movies or TV shows. Listening to English-language music or podcasts. Reading books, articles, or blogs in English. Engaging in conversations with native speakers online or in person. Benefits Immersion in the language as it is naturally used by native speakers. Opportunity to apply language skills in real-world contexts. Increased motivation and engagement through enjoyable activities. 31 Introduction to ”Language Reactor” Overview: Language Reactor (formerly known as Language Learning with Netflix or LLN) is a browser extension designed to help language learners improve their skills by watching videos and reading content with enhanced language learning features. Dual subtitles Displays subtitles in two languages simultaneously, helping learners understand the content while seeing how phrases are translated. Vocabulary highlighting Highlights new or unfamiliar words in the subtitles, helping learners focus on vocabulary that they need to practice. Interactive dictionary Click on words in the subtitles to see definitions, translations, and examples. Phrase-by-phrase playback Allows users to pause and replay individual phrases, slowing down or repeating difficult 32 33 Searching for academic literature Identifying keywords Start by defining clear, relevant keywords related to your research topic. Use synonyms and related terms to broaden your search. Using academic databases Utilize databases like Google Scholar, JSTOR, PubMed, or your institution’s library resources. Apply filters publication date, and relevance. Evaluating sources Assess the credibility of sources based on the author’s qualifications, publication venue, and citations. 34 Citing sources properly Importance of citing Proper citation gives credit to original authors and strengthens your argument by supporting it with credible sources. Common citation styles Familiarize yourself with common styles like APA, Chicago, and Harvard. Use citation guides or tools like Zotero, EndNote, or citation generators to ensure accuracy. In-text citations Integrate citations smoothly into your text by quoting or paraphrasing, followed by a citation in the appropriate format. Ensure in-text citations match the full references in your bibliography or works cited page. 35 36 Critical reading in writing assignments Synthesis of sources Combine information from various sources to create a cohesive argument. Avoid simply summarizing; instead, show how different sources support or contradict each other. Integrating sources Use sources to back up your claims, providing evidence and examples. Maintain your own voice and argument, using sources to support rather than replace your analysis. 37 Avoiding common mistakes Over-reliance on a single source Use a variety of sources to provide a balanced perspective. Ensure your argument is supported by diverse evidence. Misinterpretation of sources Double-check your understanding of the source material. If unsure, consult additional sources or discuss with peers or instructors. Plagiarism Always cite sources when quoting or paraphrasing. Use plagiarism detection tools to check your work before submission. 38  ARTIFICAL INTELLIGENCE (AI) 39 Understanding AI What AI can do Process large amounts of data quickly and identify patterns. Automate routine tasks and make predictions based on data. Limitations of AI AI systems are only as good as the data they are trained on. Lack of understanding and context—AI cannot reason like humans or understand nuance. Vulnerability to errors and manipulation. It cannot write complete papers for you.  It is obvious if someones uses it… 40 How to enhance your studies with AI (ChatGPT) Using ChatGPT to enhance your studies can be highly effective in various ways. Here are a few suggestions. Ask for Explanations: When you encounter complex topics, you can ask ChatGPT for explanations. You can request simplified explanations, analogies, or step-by-step breakdowns to help you understand the material better. TIP: Customize the difficulty level of explanations to match your understanding, whether you need a basic overview or a deep dive into a subject. 41 How to enhance your studies with AI (ChatGPT) Writing Assistance: Use ChatGPT to brainstorm ideas or create outlines for essays and research papers. This can help organize your thoughts but make sure to develop the content yourself. Research Support: Get help with gathering information on specific topics, finding key points, or summarizing articles. You can also ask for guidance on how to structure your research. 42 How to enhance your studies with AI (ChatGPT) Language Learning Practice Conversations: Engage in text-based conversations in the language you’re learning. You can practice dialogues, learn new vocabulary, and get instant feedback on grammar. Translation and Explanation: Use ChatGPT to translate sentences or explain grammar rules and language nuances. 43 How to enhance your studies with AI (ChatGPT) Exam Preparation Mock Quizzes: Ask ChatGPT to generate quiz questions or flashcards on the topics you’re studying to test your knowledge. Review Summaries: Request summaries of key concepts or chapters to quickly review before an exam. 44 How to enhance your studies with AI (ChatGPT) DO NOT USE AI TO CHEAT. There are highly reliable AI detectors that teachers use regularly. By cheating, you’re not deceiving your teacher, but yourself. Use AI wisely. 45  Describing trends in macroeconomic indicators  MACROECONOMICS Macroeconomics is a branch of economics that deals with the performance, structure, behavior, and decision-making of an economy as a whole. This includes national, regional, and global economies. Microeconomics is the field of economics that looks at the economic behaviors of individuals, households, and companies.  Macroeconomics vs microeconomics Macroeconomics Microeconomics Studies national income Studies individual income Analyses total employment in Analyses supply and demand the economy of labour Deals with aggregate decisions Deals with houselhold and Studies ovelall price level company decisions Analyses aggragate supply and Studies individual prices aggregate demand Analyses supply and demand of goods The six key macroeconomic indicators Real Gross Domestic Product Inflation rate Unemployment rate Interest rate Level of stock market Exchange rate GDP -GNI Gross domestic product (GDP) is the total monetary or market value of all the finished goods and services produced within a country’s borders in a specific time period. As a broad measure of overall domestic production, it functions as a comprehensive scorecard of a given country’s economic health. GDP per capita is a measurement of the GDP per person in a country’s population. It indicates the amount of output or income per person in an economy. Some countries have a high per-capita GDP but a small population, which usually means they have built up an economy based on an abundance of special resources., e.g. Monaco, Lichtenstein, Luxembourg. The GDP growth rate compares the year-over-year (or quarterly) change in a country’s economic output to measure how fast an economy is growing. Real GDP growth rate or real economic growth rate The real economic growth rate removes inflation in its measurement of economic growth, unlike the nominal GDP growth rate. Real economic growth is used by policymakers to determine growth over time by comparing GDP from different time periods. Real economic growth is also used to compare the growth rates of similar economies with different rates of inflation. Real GDP = GDP / (1 + inflation since base year) The base year is a designated year, updated periodically by the government and used as a comparison point for economic data such as the GDP. Gross national income It is the sum of all income earned by citizens or nationals of a country, regardless of whether the underlying economic activity takes place domestically or abroad. In an increasingly global economy, GNI has been put forward as a better metric for overall economic health than GDP. As certain countries have most of their income withdrawn abroad by foreign corporations and individuals, their GDP figure is much higher than the figure that represents their GNI. In 2019, Luxembourg had a significant difference between its GDP and GNI, due to large payments made to the rest of the world via foreign corporations that did business in Luxembourg, attracted by the favourable tax laws. Inflation The inflation rate is calculated as the average price increase of a basket of selected goods and services over one year. This basket of goods is meant to be representative of what the average consumer buys and uses in day-to-day life. It includes everything from food and drinks to clothing, transport, education costs and hotels. Value of Basket in Prior Year Annual Consumer Price Index (CPI) = × 100 Value of Basket in Current Year New CPI − Prior CPI Inflation Rate = ×100 Prior CPI Deflation occurs when prices decline and purchasing power increases.  Unemployment Unemployment refers to a situation where a person actively searches for employment but is unable to find work. The unemployment rate is calculated by dividing the number of unemployed people by the number of people in the labour force. Labour force = the employed + the unemployed (they are actively seeking jobs). Frictional unemployment: occurs when people voluntarily change jobs or graduates just start to look for jobs. Cyclical unemployment: unemployment rises during recessionary periods and declines during periods of economic growth. Structural unemployment: technological changes can lead to unemployment among workers displaced from jobs that are no longer needed Interest rates Interest is a charge to the borrower for the use of an asset. Assets borrowed can include cash, vehicles, and property. An interest rate can be thought of as the "cost of money"—higher interest rates make borrowing the same amount of money more expensive. Base rate/ (central) bank rate: the interest rate at which a nation's central bank lends money to domestic banks. Lower bank rates can help to expand the economy by lowering the cost of funds for borrowers. Higher rates help the economy when inflation is higher than desired. A mortgage is a loan used to purchase real estate. The borrower agrees to pay the lender over time, typically in a series of regular payments divided into principal and interest. The property then serves as collateral to secure the loan.  Exchange rate Nominal exchange rate: at which the money of different countries can be exchanged one for another. Real exchange rate: at which the goods and services produced in the different countries can be exchanged one for antother. The exchange rate governs the terms on which international trade and investment take place. When the domestic currency is appreciated, its value in terms of other currencies is high. In such a case imports are high and exports are low. When the domestic currency is depreciated, the opposite is true.  Pros and cons of using GDP as a development indicator While GDP is widely regarded as the most accurate indicator of a country's output, it doesn't include transactions that occur off the market or account for income inequality within that country. It also doesn't consider profits earned in one country and remitted to another. Business cycles It is a cycle that consists of Business cycles are composed of expansions occurring at about cyclical upswings and the same time in many downswings in the measures of economic activities, followed by economic activity — output, similarly general contractions. employment, income, and sales. This sequence of changes is recurrent but not periodic. Business cycle stages 4 stages: expansion, peak, contraction, and trough. Expansions or upturns are times of rising economic output, increasing profits, rising demand → rising prices, growing interest rates. Boom: a long period of expansion. Contractions or downturns are times of decreasing profits and lower output. Recession: a significant, widespread, and prolonged downturn in economic activity. A common rule of thumb is that two consecutive quarters of negative gross domestic product (GDP) growth indicate a recession. Depression: a severe and prolonged downturn in economic activity. A depression may be defined as an extreme recession that lasts three or more years or that leads to a decline in real gross domestic product (GDP) of at least 10% in a year. E.g.: The Great Depression of 1929-41. Causes of business cycles The most probable cause is people’s spending or consumption decisions, which in turn are based on expectations. When people are confident about the future they spend and run up debts → high demand → high output. Investment only takes place when demand is growing. Falling consumption leads to less investment, which exacerbates the downturn. (Line) Graphs Graphs have two axes, the lines that run across the bottom and up the side. The line along the bottom is called the horizontal or x-axis, and the line up the side is called the vertical or y-axis. (measurement should be added!) Bar charts Pie charts Pictograms Useful graph/chart vocabulary 1. UP: increase / rise / grow / went up / soar / double / multiply / climb / exceed / DOWN: decrease / drop / fall / decline / plummet / halve / depreciate / plunge UP & DOWN: fluctuate SAME: stable (stabilised) / levelled off / remained constant or steady / consistent CHANGES: gently / gradually / slightly / steadily / a little / CHANGES: suddenly / sharply / dramatically / steeply TOP: reached a peak / peaked / reached its highest level / BOTTOM: bottomed out / sank to a trough/ sank to the lowest level Useful graph/chart vocabulary 2. The graph from (source) shows/ illustrates (title)… The y-axis is… and the x-axis is… Overall, there is / has been… / Generally, there is… What you can see is… / From the graph we can see… I’d like to focus your attention on… If you look at this…, you’ll see / notice / understand An important point is… / Two important points are… What is interesting here is… An interesting observation is… Looking at …. This is/was possibly because of …. This is / was clearly due to ………… This seems to suggest that… Thank You for your attention! Lectures and Presentations in Business (oral and written)  TOPICS OF THE LECTURE Written presentation of your ideas (e-mails v memos) Rules for making an oral presentation Presentation types (interesting facts e.g. Pecha Kucha, TED, pitch) WRITTEN PRESENTATION OF YOUR IDEAS E-mails v Memos You will learn about writing formal e-mails on week 8, now we are focusing on memos. However, you can find some examples and templates of formal e-mails here: https://sparkmailapp.com/formal-email-template  WRITING INTEROFFICE MEMOS In addition to e-mail, you should be familiar with another workplace document type, the interoffice memorandum. Although e-mail has largely replaced memos, you may still be called on to use the memo format in specific instances. Memos are necessary for important internal messages that (a) are too long for e-mail, (b) require a permanent record (c) demand formality, or (d) inform employees who may not have access to e-mail.  WRITING INTEROFFICE MEMOS Within organizations, memos deliver changes in procedures, official instructions, and reports. The memo format is particularly necessary for complex, lengthy internal messages. Prepared as memos, long messages are then delivered as attachments to e-mail cover messages. Memos seem to function better as permanent records than e-mail messages because the latter may be difficult to locate and may contain a trail of confusing replies. E-mails also may change the origination date whenever the file is accessed, thus making it impossible to know the original date of the message.  WRITING INTEROFFICE MEMOS When preparing e-mail attachments, be sure that they carry sufficient identifying information. Because the cover e-mail message may become separated from the attachment, the attachment must be fully identified. Preparing the e-mail attachment as a memo provides a handy format that identifies the date, sender, receiver, and subject.  COMPARING MEMOS AND E-MAILS Memos have much in common with e-mails. Both usually carry nonsensitive information that may be organized directly with the main idea first. Both have guide words calling for a subject line, a dateline, and the identification of the sender and receiver. To enhance readability, both should be organized with headings, bulleted lists, and enumerated items whenever possible.  SIMILARITIES E-mails and memos both generally close with (a) action information, dates, or deadlines (b) a summary of the message or (c) a closing thought. An effective memo or e-mail closing might be, Please submit your written report to me by June 15 so that we can review your data before our July planning session. In more detailed messages, a summary of main points may be an appropriate closing. If no action request is made and a closing summary is unnecessary, you might end with a simple concluding thought (I’m glad to answer your questions or This sounds like a useful project).  DIFFERENCES You need not close messages to coworkers with goodwill statements such as those found in letters to customers or clients. However, some closing thought is often necessary to avoid sounding abrupt. Closings can show gratitude or encourage feedback with remarks such as I sincerely appreciate your help or What are your ideas on this proposal? Other closings look forward to what’s next, such as How would you like to proceed? Avoid closing with overused expressions such as Please let me know if I may be of further assistance. This ending sounds mechanical and insincere.  MAKING AN ORAL PRESENTATION TASK: Work in pairs or small groups and discuss What makes an effective presentation regarding structure, content, ppt etc? What makes an effective presenter (with special attention to verbal and non-verbal comm.)? 2 MAJOR FACTORS OF A PRESENTATION THE CONTENT THE AND THE FORM PRESENTER’S ETC OF THE PERSONALITY PRESENTATION  BOTTOM LINE People do not want to think and make a special effort. What’s more... They often don't even care about your lecture… Entertain your audience. HOW TO MAKE A PRESENTATION KEY STEPS  1. FIND YOUR TARGET Before you start preparing, let this be your first step Present your target clearly to your audience Make it relevant to the audience  2. MAP YOUR AUDIENCE and prepare to receive different questions Are they FAST and DYNAMIC? They will ask questions with WHEN. SLOW? –They will ask qs with WHAT PHILOSOPHERS-Qs: WHY EXPERTS INSTINCTIVE-they will ask creative questions 3. THE STRUCTURE OF THE PRESENTATION PLAN AHEAD WHEN PRESENTING THESE 3 STEPS ARE CRUCIAL: 1. Talk about the content of your presentation 2. Present it 3. Summarize what it was about + SOURCES!  4. WRITE NOTES AND SKETCHES Highlight the keywords Do not make it a reading event  5. VISUALISE IT Make it visible and legible Only a few words per slide Conscious use of colours (contrast) Use pictures-help memorizing Insert videos  Watch the following video and collect at least 5 suggestions on how to make a good presentation How to avoid death By PowerPoint | David JP Phillips | TEDxStockholmSalon – YouTube 21 mts  KEY The video presents several suggestions for making a good presentation, focusing on effective use of PowerPoint. Here are the key points: 1.One Message Per Slide: Each slide should convey a single message to avoid splitting the audience's attention, ensuring they focus on the main point you want to make. 2.Avoid Text Overload: Use minimal text on slides. Instead of filling the slide with sentences, move detailed information to the speaker's notes and use the slides for short, impactful text and relevant images. 3.Optimize Slide Design for Working Memory: The human brain has limited working memory, so overloading slides with text and speaking simultaneously will result in the audience retaining almost nothing. Keep slides simple and easy to process. 4. Use Size and Contrast Effectively: The most important information on your slide should be the largest and most visually prominent. Use contrast to direct the audience’s focus to key points, rather than overwhelming them with too much information at once. 5. Limit the Number of Objects on a Slide: Avoid clutter. The ideal number of objects (such as bullet points, images, etc.) on a slide is six. This is based on cognitive science, showing that the brain can process up to six objects at a glance without needing to count them. 6. Avoid White Backgrounds: White backgrounds on slides often outshine the presenter, making it harder to maintain audience focus. A darker background can help the presenter stand out as the focal point of the presentation. These principles, grounded in cognitive psychology, are aimed at enhancing audience engagement and retention during presentations. 6. REHEARSAL 7. CHECK THE VENUE Tools Space: Am I visible for everyone? Pitfalls (wires) Space to move Shading, lights 8. THE PRESENTERS THEMSELVES Voice, audibility, pace of speech Posture, eye contact, smile Water Technical devices-laptop, pendrive, Laser pointer Self-confidence MODERN PRESENTATION TECHNIQUES  Szerteágazó rövid meggyőző beszéd Short persuasive speech Persuading and influencing an audience Contains facts and figures Tényeket és adatokat tartalmaz  WHAT MAKES A PITCH SUCCESSFUL? Generating interest Communication+(focus) Coping skills Clarity of structure Relevance, benefits for the investor TYPES OF BUSINESS PITCHES Sales pitch Interrogative pitch Pitch deck  TYPES OF BUSINESS PITCHES Sales pitch: A sales or elevator pitch is usually a brief message to attract the audience's attention, outlining the business plan or the company's products or services. This pitch aims to encourage the public to make a purchase or potential investors to invest in a company.  TYPES OF BUSINESS PITCHES Interrogative pitch: In discussion with customers, you can ask questions to learn about common challenges and how to solve them. These questions aim to engage, pique curiosity, and inspire them to learn about the company's products and services.  TYPES OF BUSINESS PITCHES Pitch deck: A pitch deck refers to a slide presentation that highlights a business plan to potential investors. This pitch typically includes product research, marketing plans, competition, and the company's finances.  WHERE AND WHEN TO USE PITCHING 1. Pitching in the workplace It incorporates some elements of pitches you might use for customers and investors, such as pitch decks and elevator pitches. For instance, if you have an idea for a new work initiative or project, you can outline your plan and highlight its potential benefits with a pitch deck. You might use a personal elevator pitch to emphasize your qualities and value as an employee when proposing a salary increase or promotion. This may help you advance your career.  WHERE AND WHEN TO USE PITCHING 2. You can use a job proposal to develop your career. When crafting a job proposal, you demonstrate the requirement for creating a role to benefit a team or company. Typically, you would present yourself as the candidate to fulfill the position. Consider highlighting the company's challenges and outline how the new role can address them. Include details of the job responsibilities and describe your relevant experience and qualifications that can help you perform successfully.  WHERE AND WHEN TO USE PITCHING 3. Pitching when networking You can use an elevator pitch to present yourself to a new contact or potential investor when networking. You can briefly summarize your unique skills and qualifications that show you to be an asset. It's important to make a memorable impression to help you attract new opportunities. After making your pitch, consider offering a business card to reinforce your viability.  EXAMPLES OF PITCHES The most MASTERFUL pitch in the Dragons' Den - BBC https://www.youtube.com/watch?v=fZsJjuo-QnU Best Pitches From Seasons 11 Shark Tank US https://www.youtube.com/watch?v=HpUR7-Oe1ss  What is a talk? (Technology, Entertainment, Design) A TED talk is a recorded public-speaking presentation that was originally given at the main TED annual event or one of its many satellite events around the world.  TALKS TED is a non-profit institution that partners with individuals to assist in sharing ideas globally. Today, TED boasts a collection of over 3,000 TED talk videos from politicians to scientists to comedians and actors. They add new videos day in and day out, so there’s never a shortage of engaging content. Each TED talk is available on their website or their YouTube channel for free.  KEY COMPONENTS OF TALKS Exploring and disseminating ideas: ’Ideas worth spreading’ Initiating change Food for thought: curiosity, intelligence, desire to know Length: 18-20 minutes Round red carpet Personal story  WHAT MAKES A POWERFUL TALK? Make it personal: Talk about an idea that matters deeply to you and transmit the idea and the passion you feel about it to your audience. It has to be an idea worth sharing! Know the audience: Think of yourself as a tour guide taking the audience on a journey to a new place. You need to begin where the audience is and steer them clearly and compellingly along the way. Stick with your idea: Think of your talk as about an idea rather than an issue. This is particularly important if you are tackling a tough topic where compassion fatigue can easily set in. An issue-based talk leads with morality. An idea based talk leads with curiosity. It says, “isn’t this interesting?” rather than “isn’t this terrible?” For example, this is an issue: Education for all. An idea would be framed as “Education’s potential is transformed if you focus on the amazing (and hilarious) creativity of kids.  WHAT MAKES A POWERFUL TALK? Connect the dots: You need a connecting theme, which ties together each narrative element. It is the idea that you want to construct in the minds of the audience. Can you put this in no more than 15 words? Make it memorable: Think about the three points/messages that you want the audience to remember when they leave the room. Studies show people rarely remember more than three points and recall drops dramatically after the first day.  THE STRUCTURE OF A TALK Choose a structure that most powerfully develops your connecting theme. See below some suggestions, which can be mixed and matched over the talk. Personal journey: If you are sharing your personal journey then you may want to follow the classic “hero’s journey” structure where you have a goal but meet challenges along the way which you overcome and resolve the best you can. Persuade: If you want to persuade an audience that the way they currently see the world isn’t quite right, you will want to guide them through your argument so that is it plausible. This means breaking down your argument logically into small steps, perhaps even taking the counter position to show that it is flawed.  THE STRUCTURE OF A TALK Detective: Another way to build a persuasive case is to play detective. You start with a puzzle and then with the audience search for solutions, ruling them out one by one. You invite the audience on a process of discovery. This can work well if you are a scientist or researcher talking about a discovery you have made. Aspirational: You may want to speak of the world not as it is, but as it might be. You paint a picture of the alternative future you want and compare and contrast it with the situation today. (Think Martin Luther King, “I have a dream”.)  TECHNIQUES TO MAKE YOUR (NOT ONLY) TALK MEMORABLE Open with impact. Within the first minute, you need to get the audience’s attention, make them curious and excited. Here are some ways to start. A surprising statement, fact or statistic A surprising rhetorical question Show a compelling slide, video or object A personal story or anecdote  The PechaKucha 20x20 presentation format is a slide show of 20 images, each auto-advancing after 20 seconds. It’s non-stop and you've got 400 seconds to tell your story, with visuals guiding the way. PechaKucha was created in Japan in 2003 by renowned architects, Astrid Klein and Mark Dytham. The word “PechaKucha” is Japanese for “chit chat.”  FEATURES Concise and short Creative, innovative Dynamic Focusing on the essence Slides are connected Maintaining the attention of the audience Difficult to prepare one (-) WHEN TO CHOOSE FORMAT? Selling a product Surprising your audience with sth creative Persuasion Initatiting a debate Maintating attention Developing your presentation skills  HOW TO MAKE A GREAT PRESENTATION https://www.pechakucha.com/presentations/b rian-scotts-presentation-260  Homework or Extra Task Watch the video and identify the components that make it a great presentation. Focus on the items previously learnt. Jamie Oliver: Teach every child about food | TED Talk  DELIVERING A BAD AND GOOD PRESENTATION (supplementary material) VIDEO LINKS: https://www.youtube.com/watch?v=ATfY8dvbuFg https://www.youtube.com/watch?v=5utoLhjUuAI  Appendix SIGNPOSTS FOR PRESENTATIONS Here you can find a collection of useful phrases for formal and informal presentations: Formal and Informal Presentations Guide: How to use Signposts (businessenglishresources.com)  Business communication digital/oral communication, negotiation - Intercultural differences in business The lecture covers… how intercultural differences can pose challenges in a business environment (cultural models, stereotypes, non-verbal communication, perceptions, conflict management, etc.) business culture negotiation process, strategies, argumentation techniques  Ice-breaking activity What is the greatest asset to have when you're going into a negotiation? What quality is the most helpful during a negotiation? How does ego play a role in negotiation? During the negotiation, does the need to please ever play a role? Tell me about a time you persuaded others to accept your idea. (START Qs) Describe a situation when you were able to successfully influence another person. Tell me about a time you used your creativity to overcome an obstacle. 1. How intercultural differences can pose challenges in a business environment (cultural models, stereotypes, non-verbal communication, perceptions, conflict management, etc.)  What is culture? 1. Culture (from the Latin cultura stemming from colere, meaning "to cultivate") generally refers to patterns of human activity and the symbolic structures that give such activities significance and importance. 2. Culture can be defined as all the ways of life including arts, beliefs and institutions of a population that are passed down from generation to generation. Culture has been called "the way of life for an entire society." As such, it includes codes of manners, dress, language, religion, rituals, art, norms of behavior, such as law and morality, and systems of belief. Cultural Models Cultural models (CM) are mental structures and patterns of behavior that distinguish one culture from another. CM are based on joint experience and are shared by the majority of the members of a certain ethnic or social culture; they are connected with the system of values of these cultures. https://www.youtube.com/watch?v=blAfUgrblbc 1. Edward T. Hall Model Definition of Edward T. Hall Model 1. In 1976, Hall developed the iceberg analogy of culture. If the culture of a society was the iceberg, Hall reasoned than there are some aspects visible, above the water, but there is a larger portion hidden beneath the surface. 2. The concept of high and low context was introduced by him in his 1976 book Beyond Culture, and it refers to the way cultures communicate. In high context cultures, communication is largely implicit, meaning that context and relationships are more important than the actual words, and therefore, very few words are necessary. In low context cultures, the message is communicated almost entirely by the words and therefore needs to be explicit. Hall’s Iceberg Model on Organizations 2. Hofstede’s Cultural Model Definition of Hofstede’s Model 1. Hofstede's cultural dimensions theory is a framework for cross- cultural communication. 2. It shows the effects of a society's culture on the values of its members, and how these values relate to behaviour, using a structure derived from factor analysis. httpsHofstede_country comparison https://www.hofstede-insights.com/country-comparison-tool Onion Model It is made of 3 layers around a core. The core stands for the values of a certain culture, which is not moving a lot.... The first layer around the core is described as rituals.... The second layer around the core are the „heroes“.... The third layer is about the symbols. Hofstede’s cultural dimensions POWER DISTANCE INDEX (PDI) This dimension expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally. The fundamental issue here is how a society handles inequalities among people. People in societies exhibiting a large degree of Power Distance accept a hierarchical order in which everybody has a place, and which needs no further justification. In societies with low Power Distance, people strive to equalise the distribution of power and demand justification for inequalities of power. INDIVIDUALISM VS COLLECTIVISM (IDV) The high side of this dimension, called Individualism, can be defined as a preference for a loosely knit social framework in which individuals are expected to take care of only themselves and their immediate families. Its opposite, Collectivism, represents a preference for a tightly knit framework in society in which individuals can expect their relatives or members of a particular ingroup to look after them in exchange for unquestioning loyalty. A society’s position on this dimension is reflected in whether people’s self-image is defined in terms of “I” or “we.” MASCULINITY VS FEMININITY (MAS) The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. Society at large is more competitive. Its opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus oriented. In the business context Masculinity versus Femininity is sometimes also related to as “tough versus tender” cultures. UNCERTAINTY AVOIDANCE INDEX (UAI) The Uncertainty Avoidance dimension expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. The fundamental issue here is how a society deals with the fact that the future can never be known: should we try to control the future or just let it happen? Countries exhibiting strong UAI maintain rigid codes of belief and behaviour. Weak UAI societies maintain a more relaxed attitude in which practice counts more than principles. LONG TERM ORIENTATION VS SHORT TERM NORMATIVE ORIENTATION (LTO) Every society must maintain some links with its own past while dealing with the challenges of the present and the future. Societies prioritize these two existential goals differently. Societies who score low on this dimension, for example, prefer to maintain time-honoured traditions and norms while viewing societal change with suspicion. Those with a culture which scores high, on the other hand, take a more pragmatic approach: they encourage thrift and efforts in modern education to prepare for the future. In the business context, this dimension is referred to as “(short-term) normative versus (long-term) pragmatic” (PRA). INDULGENCE VERSUS RESTRAINT (IVR) Indulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. Restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms. 3. Lewis’s Model  Definiton of the Lewis Model The Lewis Model was developed by linguist and leading cross-cultural specialist Richard D. Lewis. It is designed to indicate with which particular cultural group an individual would have empathy with. Lewis named his three typologies Linear- active, Multi-active and Reactive. Why were the colours blue, red and yellow chosen to represent the LMR categories? 1. Blue is a cool colour denoting calm factual planners, discreet but in control. 2. Red signifies warmth, emotion and passion. 3. Yellow indicates soothing harmony and accommodating listeners.  Linear-active Linear-active people tend to be task-oriented, highly organised planners who complete action-chains by doing one thing at a time, with a linear agenda. They prefer direct discussion, sticking to facts and figures from reliable, written sources. Speech is for information exchange and they talk and listen in equal proportions. They are truthful rather than diplomatic and do not fear confrontation, sticking to logic rather than emotions. They believe good products make their own way and sometimes don’t see that sales are often based on relationships in other cultures. Linear-actives normally use official channels to pursue their aims; they do not have a strong inclination to use connections, take short cuts or to sway people through gifts and hospitality. They are normally law-abiding and have faith in rules and regulations to guide their conduct. They honour contracts and do not unduly delay payment for goods or services received.  Multi-active Multi-active people are talkative, impulsive types who attach great importance to feelings, relationships and people-orientation. They like to do many things at the same time and tend to feel confined by agendas. Conversation is roundabout and animated and they try to speak and listen at the same time. Interruptions are frequent, pauses in conversation are few. Multi-active cultures are uncomfortable with silence and seldom permit or experience it. Multi-active people often are late with delivery dates and when paying for services or goods received. They are less interested in schedules or deadlines than linear-actives and often move only when they are ready. They do not plan in the same detail as linear-active people, but are good at improvisation and adept at handling chaos. They borrow and lend property freely.  Reactive Reactive or listening cultures rarely initiate action or discussion, preferring first to listen to and establish the other’s position, then react to it and formulate their own. Reactive cultures listen before they leap. They are the world’s best listeners inasmuch as they concentrate on what the speaker is saying, do not let their minds wander (difficult for Latins) and rarely, if ever, interrupt a speaker while the discourse/speech/presentation is going on. When it is finished, they do not reply immediately. A decent period of silence after the speaker has stopped shows respect for the weight of the remarks, which must be considered unhurriedly and with due deference. What is a stereotype? A stereotype is a widely held, simplified, and essentialist belief about a specific group. Groups are often stereotyped on the basis of sex, gender identity, race and ethnicity, nationality, age, socioeconomic status, language, and so forth. Stereotypes are deeply embedded within social institutions and wider culture. CAN YOU GIVE EXAMPLES? The Dangers of Stereotyping Claude Steele, a psychologist at Stanford University, did a series of tests about stereotypes. He asked two groups of men and women to take a maths test. The first group was told that men usually did better in such tests than women. The second group was told nothing. In the first group, where people had been reminded about the stereotype, the men performed significantly better than the women. There was no difference in the second group. Steele suggested that being reminded of the stereotype activated emotional centres in the brain, resulting in anxiety among the women, which affected their performance. This shows how dangerous stereotypes can be, and how they can have a very real effect on performance. The labels we carry https://www.youtube.com/watch?v=hNS_D-pw8y4 What labels do you carry? What was the message of the video to you? In social psychology, a positive stereotype refers to a subjectively favourable belief held about a social group. Common examples of positive stereotypes are Asians with better Math ability, African Americans with greater athletic ability. As opposed to negative stereotypes, positive stereotypes represent a "positive" evaluation of a group that typically signals an advantage over another group. As such, positive stereotypes may be considered a form of compliment or praise.  Stereotypes In pairs, please collect as many negative stereotypes as you can. Then please collect some positive stereotypes. 2. Business culture What is business culture? Business culture refers to the set of behavioral and procedural norms that can be observed within a company — which includes its policies, procedures, ethics, values, employee behaviors and attitudes, goals and code of conduct. What are the 4 types of business culture? The identified 4 types of culture – clan culture, adhocracy culture, market culture, and hierarchy culture. You can take the Organizational Culture Assessment Instrument (OCAI) to assess your organization's culture in just 15 minutes and make strategic changes to foster an environment that helps your team flourish. https://www.ocai-online.com/about-the-Organizational-Culture- Assessment-Instrument-OCAI clan culture, adhocracy culture, market culture, and hierarchy culture ▪ clan culture: emphasizes collaboration across teams and a horizontal structure ▪ adhocracy culture: allows individuals to share ideas and encourages the company to take risks ▪ market culture: focuses on financial success and how each employee contributes to revenue ▪ hierarchy culture: emphasizes career paths and provides clear managerial processes 3. Negotiation process, strategies, argumentation techniques What is negotiation? Negotiation is a method by which people settle differences. It is a process by which compromise or agreement is reached while avoiding argument. In any disagreement, individuals understandably aim to achieve the best possible outcome for their position (or perhaps an organisation they represent). However, the principles of fairness, seeking mutual benefit and maintaining a relationship are the keys to a successful outcome. Stages of Negotiation 1. Preparation 2. Discussion 3. Clarification of goals 4. Negotiate towards a Win-Win outcome 5. Agreement 6. Implementation of a course of action 1. Preparation Before any negotiation takes place, a decision needs to be taken as to when and where a meeting will take place to discuss the problem and who will attend. Setting a limited time-scale can also be helpful to prevent the disagreement continuing. This stage involves ensuring all the pertinent facts of the situation are known to clarify your own position. It includes knowing the ‘rules’ of your organisation, to whom help is given, when help is not felt appropriate and the grounds for such refusals. Your organisation may well have policies to which you can refer in preparation for the negotiation. Undertaking preparation before discussing the disagreement will help to avoid further conflict and unnecessarily wasting time during the meeting. 2. Discussion During this stage, individuals or members of each side put forward the case as they see it, i.e. their understanding of the situation. Key skills during this stage include questioning and listening. Sometimes it is helpful to take notes during the discussion stage to record all points put forward in case there is need for further clarification. It is extremely important to listen, as when disagreement takes place it is easy to make the mistake of saying too much and listening too little. 3. Clarifying goals From the discussion, the goals, interests and viewpoints of both sides of the disagreement need to be clarified. It is helpful to list these factors in order of priority. Through this clarification it is often possible to identify or establish some common ground. Clarification is an essential part of the negotiation process, without it misunderstandings are likely to occur which may cause problems and barriers to reaching a beneficial outcome. 4. Negotiate towards a Win-Win outcome This stage focuses on what is termed a 'win-win' outcome where both sides feel they have gained something positive through the process of negotiation and both sides feel their point of view has been taken into consideration. A win-win outcome is usually the best result. Although this may not always be possible, through negotiation, it should be the ultimate goal. Suggestions of alternative strategies and compromises need to be considered at this point. Compromises are often positive alternatives which can often achieve greater success. 5. Agreement Agreement can be achieved once understanding of both sides’ viewpoints and interests have been considered. It is essential for everybody involved to keep an open mind to achieve an acceptable solution. Any agreement needs to be made perfectly clear so that both sides know what has been decided. 6. Implementation of a course of action From the agreement, a course of action has to be implemented to carry through the decision. Failure to agree If the process of negotiation breaks down and agreement cannot be reached, then re-scheduling a further meeting is called for. This avoids all parties becoming embroiled in heated discussion or argument, which not only wastes time but can also damage future relationships. At the subsequent meeting, the stages of negotiation should be repeated. Any new ideas or interests should be taken into account and the situation looked at afresh. At this stage it may also be helpful to look at other alternative solutions and/or bring in another person to mediate. Elements of a negotiation In any negotiation, the following three elements are important and likely to affect the ultimate outcome of the negotiation: Attitudes Knowledge Interpersonal Skills 1. Interpersonal skills: effective verbal communication, active listening, reducing misunderstandings, problem-solving, decision-making 2. Attitudes 3. Knowledge Negotiation is strongly influenced by The more knowledge you possess of the underlying attitudes to the process itself, issues in question, the greater your for example attitudes to the issues and participation in the process of personalities involved in the particular negotiation. In other words, good case or attitudes linked to personal preparation is essential. needs for recognition. Do your homework and gather as Always be aware that: much information about the issues as Negotiation is not an arena for the you can. realisation of individual achievements. Furthermore, the way issues are Certain features of negotiation may negotiated must be understood as influence a person’s behaviour, for negotiating will require different example some people may become methods in different situations. defensive.  What is nonverbal communication? Nonverbal communication is the transfer of information through body language, facial expressions, gestures, created space and more. For example, smiling when you meet someone conveys friendliness, acceptance and openness. Why is nonverbal communication important? Nonverbal communication is important because it gives us valuable information about a situation, including how a person might be feeling, how someone receives information and how to approach a person or group of people. Paying attention to and developing the ability to read nonverbal communications is an invaluable skill you can leverage at every stage of your career.  Types of nonverbal communication 1. Body language 2. Movement 3. Posture 4. Gestures 5. Space 6. Paralanguage (the non-language elements of speech, such as talking speed, pitch, intonation, volume and more) 7. Facial expressions 8. Eye contact 9. Touch Proxemics: the study of personal space 1. Intimate Distance (touching to 45cm) 2. Personal Distance (45cm to 1.2m) 3. Social Distance (1.2m to 3.6m) 4. Public Distance (3.7m to 4.5m) Have you personally experienced the violation of any of the distances? Negotiations tactics from the video 1. Flinching 2. „I have a better offer” 3. „You are far too expensive” 4. Refer to a higher authority 5. Good cop – bad cop 6. Using time to your advantage /take a break) 7. Using silence 8. the „Colombo tactics” – „I don’t understand” 9. Watching body language (bring sy with you who watches body lang., it’s 5x times more difficult to line in body lang.) 10. Seating plan Golden rule: Make sure you understand the tactics being played on you 80%- 20%: (80% of the concessions of the negotiation come in the last 20% of the negotiation time. ) Negotiation tactics 1. Good cop - bad cop: 1 neg. antagonistic, other more reasonable (they cooperate to make you lose control) 2. Shock opener: open with extremely bad offer to surprise you 3. Strictly off limits: argues that issue is non-negotiable (prove with questions, dream offers that nothing is) 4. Slice the salami: they get you to agree on each point at a time, you can’t renegotiate an issue 5. Last minute demand: just before finalizing, hoping you don’t want to lose the deal (they don’t either) 6. Message from God: they refer to superior who has withdrawn concession (restart neg. with boss) 7. Once in a lifetime: state it’s dream offer, your boss will be angry if you don’t jump on the occasion 8. Excuse my English: pretend they misunderstood you (to their advantage) 9. Take it or leave it: time pressure, „only now, if you don’t accept offer, the negotiation is over /first gets the deal” – a bluff Negotiation strategies Aks questions: Ask open-ended questions. Practicing active listening is crucial in the context of a negotiation. Build value: Be clear about your needs and expected outcomes. Illustrate the benefits you bring to the table Enter negotations fully prepared Leverage your BATNA (best alternative to a negotiated agreement): Know your best alternative is in case negotiations fall through Anticipate their leverage: Familiarize yourself with their negotiation history and identify potential leverage points to gain a strategic advantage Be willing to walk away: The very first thing before you engage in any negotiation is to know your price. Build rapport: Good negotiating outcomes are a result of good relationships and relationships must be developed over time (meal together) Emotion: In fact, many research studies show anxiety is the most common emotion associated with negotiation, but anxious negotiators are rarely successful. Plan to win: come up with a win-win situation for both parties. Make the first offer: Deciding whether to make the first offer is vital before a negotiation Negotiation strategies cont. Walk away in necessary: Sometimes, a deal can't be reached. Know your walk-away moment. Reflect on past negotiations: Once you've started tracking your negotiations, learn from them. Remain positive: It can be easy to fall into the thinking that you're not going to get what you want and that the negotiations are a waste of time. Compromise: Compromise is having both parties agree to win some points and lose some to each other. Bargaining: Avoid single-issue bargaining. This is "horse trading," not negotiating. · Pace yourself. Don't make two concessions/trades in a row. Research: The party with more information usually has more leverage. Be aware of the anchoring bias: Ample research shows that the first number mentioned in a negotiation, however arbitrary, exerts a powerful influence on the negotiation. Distributive negotiation vs Integrative negotiation Distributive negotiation: Distributive negotiation, sometimes called zero-sum negotiation or win-lose negotiation, is a bargaining approach in which one person succeeds only if another person loses. A distributive negotiation usually involves a discussion of a single issue. Integrative negotiation: Integrative negotiation, sometimes called win-win or collaborative negotiation, is a bargaining approach where negotiating parties attempt to reach a mutually beneficial solution. Unlike distributive negotiations, integrative negotiations can involve multiple issues. List of tips for success in a distributive negotiation: 1. Be persistent. When you're taking a distributive approach to negotiation, persistence and polite assertiveness can help you fulfill your interests. 2. Make the first offer. In a distributive negotiation, you can make the first offer to begin the bargaining in your favor. 3. Don't communicate your minimum favorable outcome. It's important to aim high in distributive negotiations to ensure successful bargaining. You can withhold any information on the minimum you're willing to accept from bargaining for the best results. Here are a few tips you can use in an integrative negotiation: 1. Take a principled approach. You can discuss your principles during an integrative negotiation to build trust with the other party. 2. Discuss your needs and interests openly. Communicating your goals in an integrative negotiation can promote transparency and a positive relationship. 3. Use bargaining to solve problems. In integrative negotiation, both parties can use negotiations as an opportunity for collaborative problem-solving BATNA: Best Alternative To a Negotiated Agreement course of action you can do if current negotiation fails a source of power find your BATNA + try to explore other party’s BATNA Thomas-Kilmann model https://kilmanndiagnostics.com/overview-thomas-kilmann-conflict-mode-instrument-tki/ Thomas-Kilmann model The Thomas-Kilmann Instrument has been the leader in conflict resolution assessment for more than forty years. It is used by Human Resources (HR) and Organizational Development (OD) consultants as a catalyst to open discussions on difficult issues and facilitate learning about how conflict-handling modes affect personal, group, and organizational dynamics. The TKI is also extensively used by mediators, negotiators, and many practitioners in the coaching profession (executive coaches, career coaches, business coaches, life coaches, etc.). The Thomas-Kilmann model maps negotiators into five different bargaining styles: accommodating, compromising, avoiding, collaborating, and competing Accommodating is unassertive and cooperative—the complete opposite of competing. When accommodating, the individual neglects his own concerns to satisfy the concerns of the other person; there is an element of self-sacrifice in this mode. Accommodating might take the form of selfless generosity or charity, obeying another person’s order when you would prefer not to, or yielding to another’s point of view. Compromising is moderate in both assertiveness and cooperativeness. The objective is to find some expedient, mutually acceptable solution that partially satisfies both parties. It falls intermediate between competing and accommodating. Compromising gives up more than competing but less than accommodating. Likewise, it addresses an issue more directly than avoiding but does not explore it in as much depth as collaborating. In some situations, compromising might mean splitting the difference between the two positions, exchanging concessions, or seeking a quick middle-ground solution.. The Thomas-Kilmann model maps negotiators into five different bargaining styles: accommodating, compromising, avoiding, collaborating, and competing cont. Avoiding is unassertive and uncooperative—the person neither pursues his own concerns nor those of the other individual. Thus he does not deal with the conflict. Avoiding might take the form of diplomatically sidestepping an issue, postponing an issue until a better time, or simply withdrawing from a threatening situation. Collaborating is both assertive and cooperative—the complete opposite of avoiding. Collaborating involves an attempt to work with others to find some solution that fully satisfies their concerns. It means digging into an issue to pinpoint the underlying needs and wants of the two individuals. Collaborating between two persons might take the form of exploring a disagreement to learn from each other’s insights or trying to find a creative solution to an interpersonal problem. Competing is assertive and uncooperative—an individual pursues his own concerns at the other person’s expense. This is a power-oriented mode in which you use whatever power seems appropriate to win your own position—your ability to argue, your rank, or economic sanctions. Competing means “standing up for your rights,” defending a position which you believe is correct, or simply trying to win.  Watch the 2 videos and consider the following points: 1. negotiating parties https://www.youtube.com/watch?v= 5Jdk3riKKwo 2. issues 3. negotiation strategies https://www.youtube.com/watch?v= BGX4nMrnxg0 4. positions 5. interests 6. BATNAs 7. argumentation 8. persuasion (principles, language) 9. tactics 10. non-verbal communication, body language https://www.youtube.com/watch?v=GtARiQO8ljE Samuel L. Jackson: The Negotiator (Never Say No) https://www.youtube.com/watch?v=Q0xqrvefO7Q Samuel L. Jackson: The Negotiator (The Eyes can’t lie) Consider the following: negotiating parties, issues, non-verbal communication, body language, positions, interests Erin Brockovich is a 2000 American biographical legal drama film directed by Steven Soderbergh and written by Susannah Grant. The film is a dramatization of the true story of Erin Brockovich, portrayed by Julia Roberts, who fought against the energy corporation Pacific Gas and Electric Company (PG&E) regarding its culpability for the Hinkley groundwater contamination incident. Erin Brockovich (born Pattee; June 22, 1960) is an American legal clerk, consumer advocate, and environmental activist, who, despite her lack of education in the law, was instrumental in building a case against the Pacific Gas & Electric Company (PG&E) of California in 1993. Her successful lawsuit was the subject of a 2000 film, Erin Brockovich, which starred Julia Roberts. This movie went down as one of the greatest movies in modern era, not only because of the Oscar-winning performance of Julia Roberts, but also because of the story itself, the struggle of modest hardworking people against the greediness of big corporations, and how these corporations are willing to destroy people's health for their own profits. Marketing Marketing: Lecture 1 Contents Defining marketing P2: Price Marketing strategy Pricing strategies The marketing mix Vocabulary The marketing management process Vocabulary quiz (Kahoot) Vocabulary Video case study: U.S. food brands (on slide) Vocabulary quiz (Kahoot) Reading comprehension: Yum! Brands… (separate word doc.) P1: Product Brands and branding  Marketing means… the process of planning, pricing, promoting and distributing goods, services and ideas to satisfy customers’ needs at a profit. identifying consumer needs, defining and developing the products and services they want, and making and What is distributing them. anticipating and creating needs: producing things marketing? customers did not know they wanted until you produced them. Essentially, marketing bridges the gap between a company's products or services and the needs of its target audience. Key Aspects of Marketing 1. Understanding Consumer Needs: Research: Companies use market research to understand what consumers want or need. This includes collecting data through surveys, focus groups, and analyzing market trends to develop products or services that match consumer desires. Customer-Centric: Modern marketing focuses on being customer-centric by offering value and solutions that address the customers’ needs and expectations. Key Aspects of Marketing 2. Creating Value: Value Proposition: The essence of marketing is about creating a value proposition, i.e. a statement that explains why a customer should choose a product or service. This includes benefits like quality, convenience, and price advantages. Branding: Establishing a recognizable brand that communicates the company’s values, products, or services is key to differentiation in the market.  3. Strategic Planning: Marketing Strategy: A structured marketing strategy outlines how a company plans to Key Aspects attract and retain customers while of achieving a competitive Marketing advantage. This involves segmenting the market, targeting specific customer groups, and positioning the product uniquely in the market. Key aspects of Marketing 4. The Marketing Mix (4 P’s): Product: Developing goods or services that meet customer needs. Price: Setting a price that reflects the perceived value and is competitive. Place: Ensuring the product is available where the customers are (distribution). Promotion: Communicating with customers to inform and persuade them to make a purchase. This includes advertising, digital marketing, public relations, and sales promotions. Key Aspects of Marketing 5. Building Customer Relationships: Customer Satisfaction: Beyond selling products, marketing aims to build long-term relationships by satisfying customers and ensuring repeat business. Loyalty Programs: Incentivizing repeat purchases through loyalty rewards or exclusive offers helps retain customers and increase brand loyalty. Key Aspects of Marketing 6. Adapting to Market Changes: Market Research: Ongoing research allows businesses to adjust strategies based on changing customer preferences, technological advancements, or new competitive threats. Innovation: Successful marketing often involves anticipating customer needs and innovating to stay ahead of the competition by introducing new or improved products. Marketing strategy The overall plan of the company to convince prospective customers to buy its products or services. Ultimate goal: to communicate and achieve a sustainable competitive advantage: the company’s ability to produce goods and services more efficiently than other companies. It ensures that all marketing activities are aligned with the company’s broader business objectives, guiding decision-making and resource allocation. A good marketing stragtegy helps companies to: Understand target markets: A good marketing strategy allows a company to identify and understand the needs of its target audience, ensuring the product or service is designed and delivered to meet those needs effectively. Achieve competitive advantage: By identifying what makes the business unique (its value proposition), a marketing strategy helps a company stand out from competitors and position itself as the best solution for its target customers. Have efficient resource allocation: It helps companies prioritize their marketing activities and allocate resources (time, budget, and personnel) efficiently, focusing on what will deliver the highest return on investment (ROI). A good marketing strategy helps companies to Achieve consistency and focus: A strategy ensures that all marketing messages, campaigns, and channels work in harmony to convey a consistent brand image and message. This focused approach helps build brand recognition and trust over time. Adapt to change: The market environment is constantly changing due to new competitors, technology, or consumer preferences. A well-thought-out marketing strategy provides flexibility and adaptability, enabling the company to adjust to shifts in the market effectively. Key components of a marketing strategy Identification of objectives Clear, measurable, and time-bound goals that the company aims to achieve. These could include increasing market share, driving sales growth, launching a new product, or entering new markets. Value proposition A concise statement that explains why a customer should choose the company’s product or service over competitors. It defines the unique benefits and value the product provides to the customer. Market segmentation, tartgeting and Positioning The marketing mix (4 or 7 P's) Key Components of a Marketing Strategy Brand messaging: the ways of communicating the unique selling proposition/point (USP): unique aspect that sets the product apart from competing offers. It conveys the core value proposition through messaging that resonates with the target market. It is a specific aspect of the value proposition. Customer profile: Understanding who the target customers are by identifying their demographic (age, gender, income) and psychographic (lifestyle, values, interests) characteristics. The customer profile allows the company to tailor its marketing efforts to a specific audience. Competitive Analysis: Identifying and analyzing competitors in the market helps a company understand its competitive landscape, opportunities, and threats. By studying competitors’ strengths and weaknesses, a business can refine its own strategy to outperform them. Key Components of a Marketing Strategy Channels of Distribution: The strategy defines how the product will be distributed and where it will be available. Will the company rely on direct sales (e.g., through its website), third-party retailers, or partnerships with wholesalers? Budget and Resource Allocation: Establishing a budget for marketing activities is critical. It outlines how much will be spent on advertising, promotions, research, product development, and distribution efforts. Efficient allocation ensures that resources are spent wisely to maximize ROI. Metrics and KPIs: To measure success, companies track key performance indicators (KPIs) such as sales growth, market share, customer acquisition cost (CAC), and return on investment (ROI). These metrics help assess whether the strategy is working and where adjustments may be needed. The marketing management process is a structured, step-by-step approach that businesses follow to create, implement, and refine their marketing strategies. It helps ensure that marketing activities are aligned with the company’s objectives and respond effectively to customer needs, market trends, and competitive pressures. This process enables companies to plan, execute, monitor, and adjust their marketing efforts to achieve optimal results. Key stages of the marketing management process Market Research It is the foundation of the marketing management process. It involves gathering and analyzing information about the market, competitors, and customers to identify opportunities and challenges. This data helps companies understand their target market's preferences, needs, and behaviors, enabling them to make informed decisions. It can be either: - Secondary Research: Using existing data from sources like industry reports, government publications, and competitor analysis. - Primary Research: Collecting new data directly from potential customers through surveys, interviews, focus groups, or experiments. Why it’s important: Market research helps companies understand what customers want, what gaps exist in the market, and how they can position their products to meet those needs effectively. Key stages of the marketing management process 2. Market Segmentation After gathering research data, companies segment the market by dividing it into distinct groups of consumers based on shared characteristics. This ensures that marketing efforts are targeted and relevant to specific customer groups. Demographic Segmentation: Based on age, gender, income, education, etc. Geographic Segmentation: Based on location, such as regions, cities, or countries. Psychographic Segmentation: Based on lifestyles, interests, values, or personality traits. Behavioral Segmentation: Based on purchasing behavior, usage patterns, or brand loyalty. Why it’s important: Market segmentation helps companies tailor their products, messages, and promotions to different groups, making their marketing more effective and efficient. Key stages of the marketing management process 3. Targeting Once the market has been segmented, businesses need to decide which segments they will focus on. This is known as targeting. Companies evaluate the attractiveness of each segment based on factors like size, growth potential, and competition, then choose the most profitable or promising segments. Mass Marketing: Targeting the entire market with one broad strategy (rare in modern marketing). Segmented Marketing: Targeting specific segments with tailored strategies. Niche Marketing: Focusing on a very narrow market segment. Micromarketing: Customizing offerings to suit individual customers or local markets. Why it’s important: By focusing on specific market segments, companies can concentrate their resources where they are likely to get the best return on investment, offering more relevant and effective marketing messages. Key stages of the marketing management process 4. Positioning Positioning involves creating a distinct and desirable image of the product or brand in the minds of the target audience. The goal is to differentiate the product from competitors and establish a unique value proposition that resonates with customers. Unique Selling Proposition (USP): The unique feature or benefit that sets the product apart from competitors (e.g., Apple's focus on design and innovation). Positioning Strategy: Communicating how the product solves a specific problem or fulfills a need better than competitors. Why it’s important: Effective positioning helps build brand recognition, loyalty, and preference, influencing consumer perceptions and purchasing decisions. Key stages of the marketing management process 5. Implementation It is the process of putting the marketing plan into action. This step involves : Budgeting: Allocating the necessary financial resources to different marketing activities (e.g., advertising, social media campaigns). Scheduling: Developing a timeline for each marketing activity, ensuring that all tasks are completed on time. Resource Allocation: Assigning responsibilities to teams, ensuring the right people are in place to carry out the strategy. Why it’s important: A well-executed plan ensures that all marketing efforts are coordinated, timely, and aligned with the company’s goals. Poor implementation can lead to wasted resources and missed opportunities. Key stages of the marketing management process 6. Monitoring and Control Once the marketing plan is implemented, it's essential to monitor progress and measure the effectiveness of the strategies. Companies track performance using key performance indicators (KPIs) and adjust their marketing activities as needed. Key Metrics: Sales figures, website traffic, conversion rates, customer satisfaction, return on investment (ROI), etc. Feedback Loops: Gathering feedback from customers and employees to identify areas of improvement. Adjustments: Based on the data collected, companies can tweak their marketing mix, refine their targeting, or reposition their products. Why it’s important: Monitoring ensures that the marketing strategy is delivering the desired results. If any aspect isn’t performing as expected, companies can make adjustments in real time to optimize performance. Key stages of the marketing management process 7. Evaluation and Refinement In this final stage, companies review the entire marketing management process and evaluate its success. This involves assessing whether the objectives were met and analyzing what worked and what didn’t. Post-campaign analysis: Reviewing the results of marketing campaigns to see if they achieved their goals. Continuous improvement: Using lessons learned from past efforts to improve future marketing strategies. Why it’s important: This stage ensures that marketing strategies are continuously evolving based on real-world data and performance insights. Successful strategies can be replicated, while ineffective tactics are refined or eliminated.  The Marketing mix: the 4 P’s In the traditional sense a marketing mix is defined as a set of actions, tactics, strategies, and tools that a company uses to promote its brand and products within their market. It is often referred to as encompassing what is known as the “4-Ps”: Price Product Promotion Place  The Marketing Mix: the 7 P's In recent years, and especially with the rise of digital marketing, the definition of what a marketing mix is has expanded rapidly. So, what makes up a modern marketing mix? The additions to the original mix include: People Process Physical Evidence  Vocabulary prospective consumer observation competitive advantage survey value proposition focus group unique selling proposition/point experiment brand messaging market segmentation customer profile niche marketing marketing mix targeting secondary research positioning primary research Marketing: Lecture 2 Contents The Marketing Mix – the 4 Ps The promotion mix P1: Product Types of advertising Types Sales promotion activities Branding P2: Price P3: Place P4: Promotion  P1: Product Products can be classified into different categories based on how they are consumed, their value, and the purchasing behaviour of consumers. These classifications help businesses tailor their marketing strategies to different types of products and customer needs. Consumer Goods Industrial Goods Fast Moving Consumer Goods Services Branding  Product Consumer goods: These are products that are bought by individuals for personal consumption. Consumer products can be further divided into three major types. Convenience goods: These are low-cost, frequently purchased items that require minimal buying effort or thought. They are usually bought without much planning. Staples: Regularly purchased items like milk, bread, toothpaste, etc. Impulse Goods: Items bought without prior planning, typically due to their placement or promotion (e.g., candy at the checkout counter). Emergency Goods: Items purchased due to an immediate need (e.g. umbrellas in a sudden downpour). Marketing Strategy: Convenience goods are often marketed through wide distribution and in- store promotions to encourage impulse buying. Brand loyalty and product placement are key to success.  Product Shopping goods: These products are bought after comparing features, quality, price, and suitability. Consumers invest more time and effort in selecting these products, as they are usually more expensive or require some level of personal preference. Example: Furniture, electronics, clothing, home appliances. Marketing Strategy: Shopping goods require detailed product information, competitive pricing, and strong brand differentiation. Customers may visit multiple stores or websites to compare options before making a decision.  Product Specialty goods These are high-value, luxury goods that have unique characteristics or brand associations. Customers are willing to make a special effort to purchase these products, often prioritizing specific brands. Example: Luxury cars (e.g., a Jaguar), designer clothing, high- end electronics, exclusive watches (e.g., Rolex). Marketing Strategy: Specialty goods are marketed through exclusive channels, high-end advertising, and strong brand prestige. Companies may focus on creating an aspirational image to drive demand.  Product Unsought goods These are products that consumers do not actively seek out or think about purchasing until they have a specific need or are encouraged through marketing efforts. Example: Insurance policies, funeral services, medical products, fire extinguishers. Marketing Strategy: Unsought goods require aggressive promotion, often through direct selling or educational advertising to raise awareness and create demand.  Product 2. Industrial Products Industrial products are goods purchased by businesses for use in the production of other goods or services. These products typically have different purchasing processes and marketing strategies compared to consumer goods. Raw materials and components These are basic materials and components that are used to manufacture finished products. These products are often sold in bulk and are essential for production processes.