Russian Traditions through International Marketing
Anna Zarkada, PhD, Professor at the Athens University of Economics and Business is delivering a series of lectures on international marketing for third-year students in Management at HSE Perm.
Anna Zarkada has been cooperating with HSE for several years and prepared many courses for management students. The course by Professor Zarkada is based on interactive tasks, dialogues with students on different subjects and discussions of topical issues. According to Anna Zarkada, international marketing is based on the free circulation of people, services, goods, and other things. It is important to pay attention not only to the culture, but also to the economic and political situation in a country when communicating.
During the course, students learned about cultures of different countries, brand promotion, etc. During practical work students made presentations dedicated to particular brands. For example, a group of students spoke about the balloon festival ‘Heavenly Fair’ in Kungur, another group made a presentation about Crimea, and a third talked about Russian dachas.
Each group tried to maintain the audience's attention while promoting their brand. For instance, the students speaking about holidays at the dacha served traditional Russian food to the lecturer and other students.
In addition to the course Anna Zarkada also presented a report ‘Beyond Branding & Marketing Strategy: On and off Line Reputation Handling’ during a seminar at the School of Management.