Live interactive courses
2 full-days live, interactive sessions with our world-class faculty and peers.
Senior Executive Programs
FOR EXPERIENCED LEADERS AND EXECUTIVES
Exclusive, live online courses for senior executives featuring new practical tools and offering a unique opportunity to discuss, share ideas and challenges, learn from the faculty’s rich experiences and other executives.
The programs are highly interactive with the usual SEED 1:5 faculty-participant ratio, consist of 2 full-day sessions and an individual, flexible follow-up consultation.
Senior Executive Programs
Cutting-edge topics
Get an access to the latest insights, practical toolset of leadership and management.
Individual consulting
1:1 consulting during the in-between weeks or after the last session.
E-certificate
Build your resume with e-certificate from SEED Executive School.
Our Programs
Follow a manual added link
10 MAY 2022
Strategic Innovation • dr. László Eszes, György Leitner
Follow a manual added link
25 MAY 2022
Going Green / Net Zero Branding • László Aczél, Éva Halász
Follow a manual added link
27 SEP 2022
7 Significant Mistakes Leaders Usually Make • György Leitner, dr. György Beck, Gábor Bojár
Follow a manual added link
15 NOV 2022
Mastering Decision Making • Sandy Vaci, Dr. Judit Zolnay, Frigyes Endersz
Strategic Innovation | How to Lead Your Business for Sustainable Strategic Renewal
from 10 May with dr. László Eszes and György Leitner
Program Objective
The objective of the course to prepare participants for the use of the Strategic Innovation Framework to lead their businesses for sustainable renewal.
We illustrate the use of our methodology with concrete examples and provide templates, thinking frameworks, and techniques for the participants to apply it for their own business.
As part of the program, we offer individual mentoring as well to support the practical application.
Target Group
- Senior Executives
- Business Leaders
- Transformation Leaders
Main Topics
- Successful and not so successful strategies and transformations
- The unquestionable need to prepare our business for sustainable strategic innovation
- The Strategic Innovation Framework (SIF)
- From “Situation Analysis” to defining “Our View of the Future”
- How to manage our Insights?
- Defining Direction (Purpose, Aspiration, Differentiation, Operation, Change)
- How to establish and manage a disciplined Business Innovation Portfolio process: Ideate – Explore – Scale
Program Structure
The topics will be discussed in a group of 8-10 senior executives, preferably from different companies. (We make sure to avoid situations where participants representing direct competitors would be part of the same group.)
- Short plenary presentations
- Plenary discussions including discussion of real-life strategy & innovation cases
- Small group discussions (two small groups of 4-5): discussion of the participants’ own situations and challenges, sharing ideas and alternative solutions
The program consists of 2 full-days, each day between 9:00-16:30 with coffee break and lunch break. The program will take place on-site (with hybrid possibility, i.e. online participation for those who can not attend in person).
One hour additional individual mentoring included for each participant free of charge between the two days or after Day 2.
Outcomes
The participants will have a solid framework and methodology that enables them to
- define their organization’s strategic direction
- introduce their strategic innovation process
- apply tools and techniques that maximize their chance for successful strategic renewal
Faculty
dr. László Eszes | SEED Faculty Member
László is an internationally recognized expert in change leadership with over 30 years of experience. He led major transformation programs in various general and strategic leadership positions at JTI and T-Systems in Hungary and Switzerland. He is also Managing Partner of “Level9”, the international change management boutique consultancy, and advisor to numerous CEO’s and corporate leadership teams in Europe. László holds an MBA from the University of Bradford (UK) and a Doctoral Degree in Operations Research.
György Leitner | SEED Faculty Member
György is an American MBA qualified economist with decades of healthcare leadership experience. He was leading the Hungarian subsidiary of GlaxoSmithKline for two decades as Managing Director and later as Vice President. The company was awarded as Best Employer for three times during his period.
He switched sectors in 2015, transitioning to healthcare services, taking the CEO position at Affidea Hungary, a subsidiary of the pan-European private healthcare provider. He navigated the company through a major business transformation. In 2021 he was awarded with the CEO of the Year Award in Hungary.
Location
The on-site program will take place in Budapest, Hungary.
The place of the event will be communicated following a successful application.
Dates
• 1st session: 9:00-16:30, Tuesday, 10 May 2022
• 2nd session: 9:00-16:30, Tuesday, 24 May 2022
Price
1500 EUR • (Special discount for SEED Alumni – 1250 EUR)
The price includes 2 full-day sessions and 1 consulting session with the Faculty. The price does not include VAT.
Going Green | How to Create and Manage a Net Zero Brand
from 25 May with László Aczél and Éva Halász
Program Objective
Branding has never been as important as nowadays: brands are no longer just about standing out and being relevant by communicating customer benefits.
Regulators and society at large demand companies to declare their purpose highlighting
how they contribute to a sustainable society.
Also, according to the latest McKinsey survey (2021) on ESG, 70% of employees, particularly millenials and GenZ demand purposeful work and
ESG-driven companies perform better and are more resilient. So a strong net zero brand with a distinct purpose reaches well
beyond the realms of marketing: it is not just about boosting sales and attracting and retaining customers, but
fostering internal culture, aiding strategy formation and implementation and also, helping to comply with regulations.
However, unfortunately, for 85% of companies being more sustainable means coming up with fluffy marketing statements (McKinsey, 2021) and is more like a box ticking exercise resulting in lost opportunites to create a strong, resilient business with a strong brand purpose that serves as a cornerstone of a solid ESG strategy.
They key objective of the program is to learn and apply in practice
the latest thinking and techniques of building a purpose-driven net zero brand strategy,
and
how to implement this thinking and culture within the organization and align brand with operations.
Target Group
This course is particularly useful
for strategy, marketing, communications and HR professionals,
and recommended to
every senior executive who works for a company that faces a challenge to make its business more sustainable, or create a strong ESG platform.
It is also valuable
for operations leaders and CEOs.
Main Topics
- Evolvement of brand building – from product to purpose
- Linking purpose to ESG – fundamentals
- The BrandWheel Framework to design the external and internal brand elements
- Using the SCORE framework to check the net zero brand strategy – embed net zero brand into culture and the „way we do things”
- Working with The 5Ps to implement the purpose and strategy.
- Do your portfolio and products reflect your purpose?
- People and culture: are you aligning your recruiting and people decisions?
- Processes and systems: are you embedding purpose into your processes and how?
- Performance metrics: how will you measure success?
- Positions and engagement. What is your external position? How are you communicating this towards stakeholders, customers and regulatory
Program Structure
The program is highly interactive that require active participation. We will use lots of inspiring examples, case studies and participate in discussions and structured exercises.
The program consists of 2 full-day sessions, each day between 9:00-16:30. One hour additional follow-up consultation included for each participant free of charge.
Outcomes
The participants will have a solid toolkit under their belt that enables them
- to effectively guide their organisation and their agencies
- to co-create a net zero brand spearheading their organisation towards a more sustainable business model.
Instructor
László Aczél | SEED Faculty Member
Born in Beijing and raised in London, László is a seasoned communications professional. He started his career as an intern at Young & Rubicam advertising and quickly climbed the account ranks to become Client Services Director and in 2007 the CEO of Y&R Budapest and subsequently the Group. He also held the position of Chairman of the Association of Communications Agencies in Hungary for almost a decade. He was responsible for leading 120 people in five companies including a CRM agency, a brand intelligence firm and a service design entity.
After spending 23 years at Y&R he stepped down from this role. In 2019 founded Superfuture Consulting and started advising large, blue chip companies on brand, marketing and communication strategies. He is still active in this field and works with a crew of European creative and strategic talent. He has been faculty at SEED since 2019.
Guest Speaker
Éva Halász | Marketing and Management Consultant/Adjunct Professor
Éva has spent 20 years in the marketing and branding industry living and working in four different countries and having done various projects in 12 countries. She worked amongst others for Booz Allen/Hamilton London, Y&R Geneva, Landor London, STMC London, Brash London/ Dubai and DDB Budapest. Her extensive list of Clients range from Vodafone, Telekom, Pfizer, UPC Direct, Nokia, Motorola, Isobar, Microsoft US and Hungary and the Hungarian Tourism Agency.
Éva is adjunct professor at Cambridge Judge Business School, Imperial College, München Business School, WTU, CEU and Corvinus with 15 years experience of teaching and was voted top teacher in 2020 at CEU by the students.
Location
The on-site program will take place in Budapest, Hungary.
The place of the event will be communicated following a successful application.
Dates
• 1st session: 9:00-16:30, Wednesday, 25 May 2022
• 2nd session: 9:00-16:30, Wednesday, 1 June 2022
Price
1500 EUR • (Special discount for SEED Alumni – 1250 EUR)
The price includes 2 full-day sessions and 1 consulting session with the Faculty. The price does not include VAT.
7 Significant Mistakes Leaders Usually Make | Exploring the Principles of High-Performing Leadership
from 27 September with György Leitner, Dr. György Beck and Gábor Bojár
Program Objective
“Show me a person who has never made a mistake and I’ll show you someone who has never achieved much.” (Joan Collins)
As business leaders, we often fall into the trap of underestimating the effect of change for individuals and the organization, we many times try to be nice rather than fair to people, thus tolerating low performers too long.
We have also learnt that micromanagement paralyses the organization, and how much we tend to underestimate the role of middle managers. And the list of such frequent mistakes can be longer and longer.
During the course we are discussing these areas with the help of exciting stories of worldwide businesses and reputable leaders.
What’s more, we’ll not be afraid to come out with our own mistakes we made during our business careers.
Don’t forget: you make mistakes, mistakes don’t make you.
Target Group
- SVP / Senior Director levels and above
- CEO, ”CXO” (CMO, CFO, CIO, etc.), Management Board Members, Partners, Principals
Main Topics
- Strategizing vs. disciplined implementation
- Underestimating the effect of change on people and the organization
- Top-down directive leadership vs. empowering the organization
- Being nice vs. being fair – tolerating non-performers
- Myopia to early signs
- Misunderstanding the role of HR
- Underestimating the role of middle managers
Program Structure
The topics will be discussed in a group of 8-10 senior executives, preferably from different companies. (We make sure to avoid situations where participants representing direct competitors would be part of the same group.)
- Short plenary presentations
- Plenary discussions including discussion of exciting personal and real world stories in critical focus areas of today’s leaders
- Small group discussions (two small groups of 4-5): discussion of the participants’ own situations and challenges, sharing ideas and alternative solutions.
The program consists of 2 full-day sessions, each day between 9:00-17:00. One hour additional individual mentoring included for each participant free of charge.
Outcomes
Following successful completion of the program, participants will:
- Be more ready to get outside their comfort zone to take educated risk and accept that making mistakes inevitably come with innovation, change and simply doing things
- Learn from exciting real world stories in critical focus areas of today’s leaders
- Be more aware of the leadership skills and tools they need to reach high performance and to better engage their team
Faculty
György Leitner | SEED Faculty Member
György is an American MBA qualified economist with decades of healthcare leadership experience. He was leading the Hungarian subsidiary of GlaxoSmithKline for two decades as Managing Director and later as Vice President. The company was awarded as Best Employer for three times during his period.
He switched sectors in 2015, transitioning to healthcare services, taking the CEO position at Affidea Hungary, a subsidiary of the pan-European private healthcare provider. He navigated the company through a major business transformation. In 2021 he was awarded with the CEO of the Year Award in Hungary.
Dr. György Beck | SEED Faculty Member
György holds a PhD in Mathematics, was a founding partner and later the CEO of the Hungarian branch of the Digital Equipment Corporation. As he progressed in his career, he became the director of the Central & East Europe division of Compaq, CEO of Hewlett-Packard and Vodafone, Hungary. Under his leadership, Vodafone Hungary has been awarded international prizes for Innovation, Business Ethics and Social Responsibility, while he was awarded Best Manager, Most Inspirational Leader and Role Model of the year in Hungary.
Guest Speaker
Gábor Bojár | Graphisoft
Gábor is a Hungarian entrepreneur and founder of Graphisoft, an AEC (architecture, engineering, and construction) CAD company. With a degree in physics, obtained at the Eötvös Loránd University in 1973, founded his own software development firm in 1982. Over the 40 years, Graphisoft grew rapidly and by today became the top software vendor of the sector globally. The company’s leading product, ArchiCAD® is used by hundreds of thousands of architects all over the world.
In 2007, Gábor founded the Aquincum Institute of Technology. He was distinguished by numerous national and international awards for scientific and business excellence, including Széchenyi Prize (1997), Order of Merit (2002) and Ernst & Young’s Entrepreneur of the Year in 2006 and has been invited as a speaker for several prestigious events including the Davos World Economic Forum.
Location
The on-site program will take place in Budapest, Hungary.
The place of the event will be communicated following a successful application.
Dates
• 1st session: 9:00-17:00, Tuesday, 27 September 2022
• 2nd session: 9:00-17:00, Wednesday, 28 September 2022
Price
1500 EUR • (Special discount for SEED Alumni – 1250 EUR)
The price includes 2 full-day sessions and 1 consulting session with the Faculty. The price does not include VAT.
Mastering Decision Making | With the First Behavioural Business Toolkit
from 15 November with Sandy Vaci, Dr. Judit Zolnay and Frigyes Endersz
Program Objective
Mastering Decision Making III –
Updated version of last year’s successful event specially designed for senior executives
- Behavioural Economics introduced the human element into economic forecasting. It takes into account how humans interpret information, filtering everything through their own cognitive biases (perceptions and habits). It is all the rage today – think of the global bestsellers ”Nudge” or ”Thinking Fast and Slow”.
- Behavioural Business takes this underlying approach (use of cognitive biases) one step further. Recent research (Prof. O. Sibony) unveiled that a fixed set of cognitive biases exists, systematically distorting business decisions in most companies. Understanding them we can filter their effects out, vastly improving internal decision making processes. As a global first, SEED is offering participants to learn and use the technique outlined by Prof. Sibony in his latest bestseller, made practical by SEED faculty based on advance discussions with the author.
Target Group
- Executives and Leaders in positions with constant decision-making demands
- Functional experts in customer interaction, new development or internal human management roles: strategic planning, product development, communication, pricing, project management, market research, competitive intelligence, HR and other areas where deep understanding of the human thinking process is an advantage
- Select people who might be able to judge in what parts of the organization this new area of knowledge might add the most value and, hence, might be most useful to be taught and deployed
Main Topics
- From Behavioural Economics to Behavioural Business. 3 levels of cognitive biases we are coded with: Physiological, Psychological, Environmental (Cultural)
- Taking advantage of these biases in everyday life and in business. Asymmetric decision making and people influencing models. Managing conflicting biases.
- Further business use of biases: Higher Quality Strategic Decision Making process, Improved Conflict Management; Focused Product Development; More Efficient Target Segment Selection; Stronger Results through Asymmetric Communication and Negotiation Tactics
- Deep dive: improving strategic decision making – avoiding 9 common traps driven by 25 cognitive biases – how to filter them out and embed a new business approach
- Deep dive: improving your strategic pricing – positioning and communicating price points to maximize both unit sales and profit per unit (guest speaker)
- Deep dive: using ”nudge” techniques for influencing and business efficiency improvements – the latest examples, best uses (guest speaker)
Program Structure
This is a highly interactive online program. The program consists of 2 full-day sessions, each day between 9:00-17:00. One hour additional follow-up consultation included for each participant free of charge.
Main Structure:
1. Overview of topic / sub-topic – what does it mean?
2. Video and other visual illustration of how the effect appears in real life
3. Structured explanation of what happened and why
4. Gathering similar examples from participants (small teams)
5. Discussion of how to apply learnings to each individual case (small teams)
6. Benefits planning: what results should we expect and why?
Outcomes
Following successful completion of the program, participants will be able to:
- Understand the most common cognitive biases and how they affect their own actions
- Use this understanding to improve their decision making approach – both individually and in group settings
- Actively use the 3 coding types to improve product design, pricing, communication
- Understand customer reaction drivers and use this for better targeting and influencing
- Be able to read competitive moves, what they mean and how to counter them
- Improve cooperation and trust with colleagues through better understanding of human reactions
- Avoid falling into the trap of being either self manipulated or manipulated by others – being ”conscious” all the time
- Behave responsibly and avoid manipulating others with the new techniques learned – have a strong sense of ethics about use of these advanced influencing techniques
- Have a practical ”tool-kit” that can be used as an ongoing aid in all of the above
- Understand how to create and use ”nudge” techniques for effective influencing
- Improve strategic decision making processes (50% improvement possible)
Faculty
Sandy Vaci | SEED Faculty Member
Sandy is a Canadian senior executive with 40 years experience from North America, Europe and Asia. He started his career at P&G Canada and ’retired’ from active work as CEO of Austria at The Royal Bank of Scotland and Chairman of the Board at the Credit Bank of Moscow. He remains active mentoring young executives, supporting start-ups and serving on various boards. He is the author of 4 business books and has been lecturing at Maastricht School of Management, IBD Business School, CEU and SEED. He is Founding Partner of CodeBreakers™, a company dedicated to bringing the latest cognitive applications to businesses worldwide.
Dr. Judit Zolnay | SEED Faculty
Judit is the CEO of both MetLife Hungary and Bulgaria since July 2018. She is member of the Board of AmCham in Hungary. She holds a bachelor’s degree in law and political sciences and holds an MBA degree. She’s member of Women’s Leader Club of Hungarian Business Leaders Forum. She’s mentoring young talents. Committed to innovation and talent management topics. In 2016 and 2022, Forbes compiled the “50 most influential Hungarian women” list.
Guest Speaker
Frigyes Endersz | E.ON
Frigyes is Director of Strategy at E.ON, with 20 years management experience. He is the former Strategy Director of T-Systems Hungary and Group Strategy Director of the Magyar Telekom Group. He launched and managed “Flip”, MT’s first significant new brand, and led its integration into MT’s overall corporate strategic approach. Frigyes is also Founding Member of CodeBreakers™.
Location
The on-site program will take place in Budapest, Hungary.
The place of the event will be communicated following a successful application.
Dates
• 1st session: 9:00-17:00, Tuesday, 15 November 2022
• 2nd session: 9:00-17:00, Tuesday, 22 November 2022
Price
1500 EUR • (Special discount for SEED Alumni – 1250 EUR)
The price includes 2 full-day sessions and 1 consulting session with the Faculty. The price does not include VAT.
| Programs
| Contact Us
SEED School For Executive Education and Development
Address:
1093 Budapest, Közraktár u. 4-6.
Postal address:
1093 Budapest,
Fővám tér 8.
Telephone:
+36 20 962 5173
Email:
info@seed-uni.com