The final day -- International Marketing

As I walked into my students' classroom this morning a wave a sadness hit me...While I've only been their teacher for three weeks, I will miss them!

It's quite astonishing how much they have learned in this short period of time. None of them had ever heard what a target market is, much less segmentation, 4 Ps, SRC, COE, m-time/p-time...well, the list goes on. Clearly, they do now! If you want to see their group photo their smiling faces will greet you!

This afternoon each group had 20 minutes to make their group marketing presentation. Listening to them present one group at a time, I couldn't help but marvel how much they have absorbed over this short three week, intensive class. As they presented their cultural analysis of their American target market (geographic, demographic and yes, psychographic), and their chosen Chinese product--what they needed to do to change the product, packaging, etc. to accommodate American tastes--how they will price it (one included skimming!) decisions about a much more complex sales channel process for exporting, and general understanding about the promotional options...well, I couldn't help but smile...there are some budding marketing folks here!

One thing that really surprised me was the question and answer period by the other teams of the team who had just presented. Talk about brutal! I have never seen as intensive questioning--yes, even badgering--by other students of other groups before as a teacher or as a student. It was fascinating watching each group respond to the challenge in questioning. I guess knowing each other, almost like brother and sister, provides a different level of response in this type of situation!

With the last class concluded I gathered the 3x5 cards with their required response: The #1 thing you learned from the group project and the #1 learning from class. Many of them took the opportunity to write personal notes of appreciation to me, or to linger after class to chat. When I left their classroom this evening the feeling of sadness remained...but, I do know one thing. My goal in teaching International Marketing was to somehow make a difference. Based upon the precious notes I received today, well, I know I have. The opportunity Saint Martin's University and Wuhan University of Technology gave me to touch China's future leaders...priceless.