The project „International Marketing – Enjoy the difference“ is going to be a cooperation between a German and a Polish vocational school. All participants attend upper secondary levels in the field of business administration aiming at the general qualification for university entrance (Abitur). The project offers scope for active involvement of its participants who develop a marketing concept to introduce the smart phone “Samsung Galaxy” and potato chips (leading national brand) to the market of the cooperating country. One step in the implementation of the concept is the production of a promotional video considering characteristics typical for the country. The students plan, work and produce on their own initiative and finally assess their partner’s result. Due to historical differences consumers behave differently in the partner countries. Therefore students are going to analyze and integrate consumers’ behavior in both countries applying various marketing campaigns for both products. This procedure enables students to apply their acquired in-depth knowledge in a realistic, interdisciplinary, vocational and social context making use of their language and media skills. Considering the fact that educational contents dealt with in schools predominantly can be taught theoretically, the link to realistic scenarios is of major importance. The students are not equipped yet with the necessary understanding of different countries and cultures as well as the intercultural differences occurring. An exchange with a partner country is conducive to familiarize and sensitize students and helps to gain intercultural competence. Owing to comprehensive syllabi time for projects is often short. This project dealing with a topic of the field of business administration and international marketing thoroughly combines contents of the subjects business administration, social studies, mathematics and English. Thus, the acquisition of basic skills and cross-sectional competences in the context of a realistic situation is ensured and motivation promoted to improve foreign language skills and to obtain in-depth knowledge. During the project the following actions and results are going to be executed: - analysis of marketing concepts for both partner countries on the basis of two generic products and revelation of intercultural differences - presenting the results of the analysis in a handcrafted explainer video produced according to the “simpleshow” method after having received a training - developing a marketing concept to introduce the two products in the partner country considering the results of the analysis - drafting a screenplay as a basis for the development of a promotional video as one aspect of the marketing concept - visiting the partner countries to exchange results and work together, to get to know each other and to visit a university and a regional business in each of the cooperating countries The conduct of this project particularly aims at the following effects: - reciprocal exchange of experiences - improving and gaining good publicity for the school - arouse local businesses’ interests for graduates of the school as possible future employees for vocational education or a place at a university - development of new relationships respectively cooperations with other schools to make use of the results gained through the conduct of this project - achievement of further possibilities for financing and support for future projects - optimize further usage through applying the knowledge of other schools After the project is finished the results will be used in future lessons and the methods and procedures applied should be improved. To involve further or new colleagues is only one aspect for future upgrades. Plans to continue the partnership will already be made during this project in cooperation with the partner school. These plans will take into consideration the budget and the interests of both partner schools, e. g. possibilities to raise finance or to reduce costs, how to stay in contact (virtual meetings, eTwinning, joint activities, exchange programs, etc.) It should be contemplated to conduct a similar project perhaps in cooperation with a further EU country. This would be an ideal opportunity to apply and improve the experiences and results obtained from this project.
The aim of the programme “International Marketing – Enjoy the difference” was to introduce a marketing concept for Samsung Galaxy Smartphones and crisps (the leading brand in the country). It was done with students of our grammar school with the focus on economy and was planned to emphasise the process. In order to fulfil the task, the students created video advertisements, which they planned, produced and assessed vice versa. They analysed the consumer behaviour in the two countries which differs greatly due to historical developments. The expert knowledge was directly applied in a real, interdisciplinary and vocational context, using language and media competences. The theoretical focus of international educational contents leads to a lack of insight into other countries, other cultures and resulting differences. The exchange programme helped the students to understand these differences, sensitised them and improved their intercultural competence. By working on topics concerning international marketing, the students where enabled to incorporate their knowledge from different subjects such as economics, politics, English/German, mathematics and computer programming. That led to an improvement of basic competences and the ability to perform via working on a practice oriented and to a better motivation to learn new languages and to acquire specialist knowledge. During the project we were able to realise the following main activities: • The analysis of marketing strategies for two exemplary products keeping in mind the differences between the countries • The production of a video explaining the results of said analysis • Coming up with a marketing concept to introduce the two products in the partner country • Creation of a script and subsequently the production of a video advertisement • Mutual exchange of ideas, getting to know each other and the visit of both a university and a company in each country. Consequently, that led to: • A better contact between the students • A higher motivation to learn foreign languages • A better knowledge about how to organise an exchange • Friendships between students and between teachers • Multicultural cooperation and working in international teams (considering potential difficulties) • Reduction of prejudices • Learning about different ways of life and different school systems • Mutual exchange of experience • Development of cooperation and exchange programmes • Use of results in other classes • Incorporating experiences of other schools • Improving the public image of the school We will use the experiences we were able to gather during the programme in our subsequent lesson planning, refine the processes and share them with our colleagues in school. We agreed on continuing the partnership, a new application is pending. Currently we are planning on expanding the project to another country (Czech Republic). Here we will use the results we made in the process of the finished project and we will refine the processes. From the German hosts’ point of view, we liked best • The students appreciated the friendly contact, the will to work for project, the negotiations and the finding of compromises. The students liked the atmosphere and the creativity during the project • The arrangement concerning the different phases and the mixed teams to produce the video was mentioned positively • Also, the students liked the tasks and the way they were structured. It did not lead to pressure or stress for the teams. • Most positive, the students mentioned the final presentation and the delirious applause for each team underlined the relaxed atmosphere • The friendly cooperation between the teachers intensified the communication and made a lot of fun. The common final evening brought the students even closer together.