It was great to see prospective students at the EU Munich campus Open Day on Saturday, June 25. Attendees had the opportunity to experience a typical day on campus, including four classes with EU lecturers and career counselling to show the benefits of a business qualification. Students came from all over the world, representing three continents and six countries; typical of the cosmopolitan make up of our students.
Carol Peitzsch was on hand to impart her wisdom on advertising media and branding, which is incredibly important in today’s business world. With so many products on the market and such a broad spectrum of adverts, it is difficult to find a unique identity which makes a product stand out. Apple is a great example of a brand which has firmly secured its place in the market, largely due to effective advertising campaigns and the brand’s consistently hi-tech products that look and feel sleek. The Advertising Media and Branding class gave students the opportunity to design a new fragrance for women in their 20s. Students had to critically think about all aspects of the perfume to make it a unique product: from the color to the name and the advertising niche to the bottle design, all points had to be considered. The students opted for a lavender-colored, French-inspired fragrance called Revivre.
The Sales and Purchasing Management class, led by Timothy Kotowich, went into detail about sales coverage – the skill of choosing your target client. In order to use company resources efficiently, it is essential to understand sales coverage to a high degree. There are many factors at play here; of course it is easier to sell a Taylor Swift album to a 17-year-old than their grandparents, but another factor is the way in which the product is sold. It is important for sales companies to be omnipresent. Since the explosion of internet shopping, companies have had to adapt hugely, moving from the high street to the World Wide Web.
Ingmar Niemann dealt with cross-cultural business issues, which is crucial for large companies in the 21st century. Understanding different cultures and the ability to resolve any differences is often a make-or-break factor in international business. Students did a case study on Daimler-Benz Chrysler flashpoint, when a merger between the German company Daimler-Benz and the U.S.A.-based Chrysler failed, purely based on cultural differences. Therefore, a solid understanding of the intricacies of different business cultures can make a huge difference in the potential of a company and in many cases, promotions are awarded to workers with the necessary people skills to make a deal work, rather than an all-out business prowess.
Diplomacy and Foreign Policy is not often seen to play a major part in business, but Dr. Fidelis Etah Ewane underlined the link with a case study on Iran’s nuclear program. International political events have enormous repercussions on the business world, which can be clearly seen through the current Eurozone dilemma, the 1973 oil crisis and Iran’s nuclear program. It is easy for students to distance these events from the theory of their studies, but to be ahead of the game in understanding foreign affairs can be exceedingly advantageous for future business leaders.
Later in the day, prospective students were invited to a career counselling session which opened their eyes to the career possibilities after studying. Norma Tecuatl, the Career Counselor at EU Munich, stressed that “You don’t have to wait until the end of your studies to plan your future career. You can start planning your future from day one.”