Unveiling the World of International Marketing: A Remarkable Session by Guest Speaker Melh Juliao
By Foteini Meleti, Career & Employability Coordinator and Fabiana Bernardi, Course Leader, LSST Memo House
In the dynamic realm of education, the London School of Science and Technology recently played host to a captivating event featuring a distinguished guest speaker, Melh Juliao. As a seasoned professional with a postgraduate degree in Marketing and Digital Communication from the Escola Superior de Jornalismo do Porto, Portugal, and a degree in Advertising from the Universidade Positivo, Brazil, Melh brought a wealth of experience to the eager audience.
Melh’s journey through various international roles showcased her solid background in digital marketing. Having collaborated with companies in Brazil, Portugal, and the UK, she has garnered extensive knowledge in strategic planning, market analysis, and effective communication. Her commitment to excellence and passion for crafting compelling marketing strategies make her an asset to any team. The spotlight of the event was Melh’s insightful presentation on International Marketing, tailored specifically for Level 6 Business students and Master’s students in International Management. The audience was treated to a masterclass in navigating the intricate landscape of global marketing trends and challenges.
During the presentation, Melh skillfully delved into the nuances of international marketing, offering a comprehensive overview of the strategies that drive success in a globalized business environment. Her real-world examples and case studies provided students with practical insights, bridging the gap between theoretical knowledge and its practical application. One of the key takeaways from Melh’s presentation was the importance of adapting marketing strategies to diverse cultural contexts. She emphasized the need for businesses to understand the cultural nuances of different regions, ensuring that marketing campaigns resonate effectively with local audiences.
Moreover, Melh shared her experiences in working across borders, highlighting the significance of cross-cultural communication in building successful global marketing campaigns. Her anecdotes and lessons learned from diverse markets enriched the students’ understanding of the complexities and opportunities inherent in international marketing. In essence, the event featuring Melh was not just an informative session but a transformative experience for the students at the London School of Science and Technology. The guest speaker’s expertise in international marketing illuminated new horizons for the budding professionals, fostering a deeper appreciation for the intricacies of the global business landscape.
As the Career and Employability Coordinator, I am thrilled to witness such impactful events that contribute to the holistic development of our students. Melh’s presentation exemplified the school’s commitment to providing enriching experiences that go beyond the classroom, preparing our students to excel in the globalized world of business. We look forward to hosting more insightful sessions that empower our students and connect them with industry experts.
__________________________________________________________________________One of the objectives of higher education institutions is to create a connection between education and the job market. Such connection is thriving at LSST, and we are very proud of it. However, what happened with Mehl is something in between. Mehl did not come to LSST to advertise roles or support the students with job hunting. Mehl offered her experience and expertise to help them understand how international marketing really works.
Our Level 6 and 7 students have been juggling between globalisation and globalisation during the Autumn semester; they were called to give attention to both international trade theories and international marketing operations in different local contexts. Well, by sharing her experience as a marketing executive from Brazil to Portugal and then to the UK, Mehl illustrated the path that companies willing to expand internationally have to take to adapt to local contexts. Not an easy task, as adapting to local contexts usually means knowing the local culture. Nothing more stereotyped than this. For example, would an average American ever imagine that Starbucks proved to be an utter failure in Brazil? And suppose your friends from Brazil were visiting you on Christmas, would they ask you why Santa Claus is spending Christmas Eve in a launderette in London, if they watched the Coca Cola commercial in the UK?
Indeed, the influence of market variation on global brand strategies was the main focus of the whole session. As the Course Leader of the Business and Management Course for our university partner BNU, I was amazed at the way students engaged with Mehl, when she drew their attention to drivers, costs and data analysis of business expansion; the pivotal role of market research; the measure of success.
Through case studies, students analysed data and commented on commercials with Mehl, who explained the marketing strategies from the design to the delivery. Mehl offered our students the opportunity to dive into the world of international marketing management and pointed out how subtle cultural shades can have a major impact on the outcome of business expansion. And sometimes, as students learned, market research is not enough to guarantee the companies’ success, as there’s many a slip ‘twixt the cup and the lip!
But what made the day really special was Mehl’s modesty in talking about her impressive experience, her successes and regrets. And most of all, in advising the students. It is known that many students in the UK, despite being voracious learners, do not speak English as their first language. And the moment when Mehl shared her challenges with the same concerns, and warmly advised the students, everyone felt immediately more comfortable in the room; and being on the same page made the experience more effective in terms of learning.
