How do we ensure that our introductory seminars not only provide entrepreneurs with important knowledge, but also equip them with practical tools for their day-to-day business operations? A key component is the ongoing quality assurance of our training materials.
Following the Financial Management seminar, the BPN introductory seminar on marketing has now also been thoroughly reviewed and further developed by experts from the Zurich University of Applied Sciences (ZHAW).
Prof. Dr. Frank Hannich, Director of the Executive Education in Marketing Program; Dr. Marcus Zimmer, Lecturer in Marketing; and Michèle Rettenmund, Research Associate, carefully reviewed the materials in a two-stage review process. The review focused on the subject matter’s relevance to current developments, the instructional design, the methods and frameworks used, and the relevance of the practical examples.
A solid foundation with practical relevance
The ZHAW experts’ initial impression was very positive. They particularly highlighted the educational quality of the materials and how well they were adapted to local conditions in the BPN countries. According to the experts, one of BPN’s particular strengths is “the illustrative material and its practical application to one’s own business idea.”
The revised seminar materials have already been put to practical use in Uganda, where they were used as part of a BPN introductory seminar.
This approach is particularly evident in the marketing plan. Participants develop it directly for their own companies during the seminar, thereby taking home a practical tool for their day-to-day business operations.
Marketing is constantly evolving. Digital marketing—and in particular the use of artificial intelligence—opens up new opportunities while also presenting new challenges. The ZHAW therefore also examined whether the BPN materials adequately reflect current developments and whether the methods, examples, and references remain up to date.
As part of the revision, content was updated and new case studies and real-world examples were added. In addition, specific exercises were developed to demonstrate how artificial intelligence can be used effectively and practically in marketing.
Another key question during the revision process was which content is truly relevant. After all, with every new development, the array of concepts and tools continues to grow. At the same time, class time is limited. From the perspective of the ZHAW experts, a clear overarching theme is therefore particularly important. Participants should not only become familiar with individual marketing tools, but also understand the role these play within a marketing strategy.
Practical, Actionable Knowledge for SMEs
Another challenge lies in the participants’ varying backgrounds. They come with different levels of prior knowledge and often work in companies with small teams and limited marketing budgets.
For small and medium-sized enterprises (SMEs), it is therefore crucial that what they learn can be put into practice using their existing resources. The content must be understandable and, at the same time, have sufficient practical relevance so that business owners can apply it themselves.
This is precisely where Prof. Dr. Frank Hannich and Dr. Marcus Zimmer see a strength of the BPN training program. Their conclusion: “We see great potential in the BPN training programs for young entrepreneurs in the BPN countries.”
This assessment reinforces our commitment to continuing on our current path and to continuously improving our training programs.
Quality Assurance as a Continuous Process
For BPN, an external review is more than just a one-time examination of existing materials. Engaging with experts from the fields of research and continuing education helps us take a critical look at established practices, incorporate new developments in a targeted manner, and continuously improve our seminars.
The goal here is not to include as many new topics as possible in the training materials. What matters most is that the content remains relevant, understandable, and applicable to everyday business life. This aligns with the principle highlighted by the two ZHAW lecturers in the interview: “Nothing is more practical than good theory.”
We would like to extend our sincere thanks to Prof. Dr. Frank Hannich, Dr. Marcus Zimmer, and Michèle Rettenmund for their valuable feedback and the enriching exchange of ideas.
You can find the link to the full interview here: BPN-ZHAW Interview
