The program will not actually run in DOS (which explains your memory allocation error).
I've not tried this but theoretically you should be able to run this EXE from a Windows PE environment like the Win7 PE or BART's PE if you can get access to the files needed to build it or find a ready made ISO on the net.
So far so good, but you will notice that the download is a Windows
executable. Just as this cannot be run under Ubuntu (or any other
Linux), it also will not run under legacy versions of Windows, in
particular MS-DOS or any emulation of MS-DOS. This is in spite of
anything it may say on the download page about being compatible with
earlier versions of Windows; using any legacy DOS-type environment the
.exe runs, but exits without doing anything except printing out an
annoying message.
The key ingredient at this point is a Windows 7 Repair Disk. There are
several ways to obtain one, including buying one from sources on the
internet, or making friends with someone who has a Windows 7 computer.
If you are lucky your computer manufacturer bundled one with your box.
I chose to make one on my Ubuntu machine, using a copy of Windows 7
running in VirtualBox, adapting the instructions for making a rescue
disk from this web site.
The good news is that it does not seem to matter which version of
Windows 7 the Repair Disk is obtained from. Since this is a BIOS
upgrade it does not even matter whether you use 32-bit or 64-bit
versions if your computer is 64-bit.
Once you have a Windows 7 Repair Disk, the rest is easy. You can make
it into a bootable USB if you wish, but if your box has a CD drive
this is unnecessary. Here are the steps:
- Put the downloaded BIOS upgrade .exe on an ordinary USB flash drive.
- Reboot you computer from the Windows 7 Repair Disk, hit the Space bar when prompted.
- Navigate to the command prompt. (Use Recovery Tools->Command Prompt).
- Find the correct drive letter for your USB (on the command line dir a: then b, c, etc. till you find the right one).
- Navigate to it on the command line (type the drive letter with colon).
- Run the file by typing its name (note tab auto-completion works :)).
- From there, just follow the on-screen instructions, and make sure your computer stays powered-on while the upgrade completes.
Perhaps this will help: