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Talent & management

development
Seminars 2016-17
IBM
J. Van den Bergh Cross generational marketing
(18 October 15u Aula 4)

Seminars S. Hermans European policy


(15 November 15u Aula 3)
D. Buyens The why, what and how of
intercultural competences
overview (22 November 18u15 Aula 3)
AIESEC Global intern
(21 March 18u University of Ghent Economics
building at Sint-Pietersplein)
E. Blanchaert International sales in practice
(25 April 18u15 Aula 2)
1. Cross generational marketing

4 generations in our current society:


Babyboomers
Generation X
Generation Y or Millennials
Generation Z
Key influencers: Millennials & Generation Z
Importance of technology users and knowledge
E.g. Emojs huge influence
Emoji-onal generation
1. Cross generational marketing

NXTGen influence on food, technology, holidays, TV,

Different perceptions on the term gender

Evolution in marketing industry

We made it economy / society


2. European policy

Introduction: Today positive developments in Europe

finally higher GDP than before the crisis,

lower unemployment rate (but still high),


2. European policy
renewed European social policy
policy coordination
increased focus on policy coordinations since end of the 90s
(Before: EU just rules and funding)
using European level to bring change at national level
social acquis
legislation/laws agreed by the EU
e.g. when you fall ill in another country, you can have a compensations according to the system of your nation.
e.g. obliged European work council when the enterprise is located in several member states
social dialogue
since treaty of Maastricht / early 90s: make legally binding agreements/rules
e.g. about fixed terms, part-time,
funding
helps making necessary adjustments e.g. gender equality,
changing things has a cost some win, some lose
mainstreaming
e.g. trade policy, fair trade, market, tax
2. European policy
Two years of delivery and progress
European pillar of social rights
Towards a deeper and fairer European labour market
New start for social dialogue
A new approach to tackling youth unemployment: the youth guarantee
3. The why, what and how of
intercultural competences
Several years ago you had to explain why youd go on Erasmus, nowadays its
almost expected of you
He went to Valencia, Minneapolis, Bejing, St Petersburg,
Being abroad is not always about the nice places part of the experience,
lots of advantages but also disadvantages (e.g. bringing bad news, close local
partnerships,)
Be careful: its very promising (the opportunity to go abroad) but it takes
courage
3. The why, what and how of
intercultural competences
Cultural differences
Already in Belgium: Gent-Leuven-Brussel
The times they are changing e.g. the world is flat <-> the world will never
be flat
The flatter is becomes, the more we realize it isnt flat / more cultural
differences are there.
Its not just about going abroad but its about having learnt something
(about yourself, the culture, etc.) therefore you need to observe
3. The why, what and how of
intercultural competences
5 core competencies:
Language skills (good enough beats perfect)
The outside-in-view: being in a culture/society as an outsider
The multi-ethnocentricity reflex: it will happen but you have to look at it in both
kind of views, theirs and yours
The homelessness skill; youre always missing the place youre not at
The seeing through the cultural faade: seeing not different people but people in a
community with a different culture. The further away you go from your culture,
the more difficult this is
3. The why, what and how of
intercultural competences
How to prepare in advance
Think it over before you decide
Learn the local language
Jump when you feel you have to
Theres no right or wrong place to go
Inform yourself
Get to know yourself
How to behave once you are there
Reach out
Show interest
4. Global intern

AIESEC
Organisation which supports
entrepreurship (globally)
Helps you to find an internship
Big companies but also start-ups
Different leadership styles and how
to apply them
Afterwards there was the possibility
to network
5. International sales in practice

The importance of details while developing a product


Packaging
Price
Quality
E.g.:
Japan: no negotiations set a good price
Emirates: always negotiations start high
Sweden: punctual + strict business styles
Asutralia: more casual
5. International sales in practice

Knowledge of
Product
Strategy
Competitors
Do research (field and desk research) and be aware of the changing market
Networking
teamwork
Reflection
J. Van den Bergh Cross generational marketing
- Very interesting because its about our generation.
- Used a lot of animation and good examples which made it nice to listen to
and it helped to remember the seminar,
S. Hermans European policy
- useful content but could be presented more dynamic or with more concrete
examples
D. Buyens The why, what and how of intercultural competences
- It was very motivating and useful to learn more about specific places and
some stories behind it, but it was quite superficial
AIESEC Global intern
- It was a nice seminar and especially useful to know new ways of searching
for an internship
E. Blanchaert International sales in practice
- Used very good examples and real life stories of situations

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