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Future Business Leaders Session 2 – Marketing in an International Context

For the second instalment of our Future Business Leaders Programme, students from partner London schools returned to learn about cross cultural communications and marketing in an international context.

The session was led by Dr Andrew Lindridge who delivered a workshop on marketing across cultures. The students were asked to consider individualist and collectivist attitudes that characterise many societies around the world. This sparked a debate on the different ways people think and the reasons behind the different thought processes.

Students then undertook a group exercise based on Edward de Bono’s Six Thinking Hats theory. Founded on a simple principle that different people think in different ways, students discovered how communication can be improved by using different communication techniques with different people and in different situations. None of the six modes of thinking is a completely natural way of thinking but rather how some of us already represent the results of our thinking. The students were tasked with developing an advertising campaign for a new type of dog food in the Chinese market using the six thinking hats theory, with each student being tasked to think in a different way while working together as a group to create a strong brand. The activity encouraged students to think about different ways to design their campaign to target different cultures.

The second part of the session was delivered by Divya Gaikwad, Communications Manager at Network Rail who talked about why and how culture effects business. She left the group with three key takeaways, authenticity, humility and willingness to learn.

The next Future Business Leaders Programme session, taking place in March will be on the theme of entrepreneurship and will take place at Amazon’s London offices.

Future Business Leaders Programme Session 2

published on: 20 February 2019