Japanese university lecturer teaches Global Marketing course at ESEG.

Between November 4th and 8th, the ESEG Faculty, part of the Etapa Group, hosted the Japanese professor and doctor. Akinori Iwamoto, from the Faculty of Business and Commerce from the Kansai University, from Japan, through an initiative of ESEG International.

The instructor taught a mini-course, entirely in English, on Global Marketing and Japanese Retail. The program covered several current and relevant topics, bringing a bit of the Asian perspective to the subject. On Wednesday morning (November 6th), students who were unable to attend the full course had the opportunity to attend a lecture led by Iwamoto, which provided a summary of the mini-course.

Besides the classes, what stood out was Professor Iwamoto himself. Very charismatic, he provided various opportunities for interaction with the students, from taking photos in a... Polaroid until quizzes Online discussions on applied topics. These activities facilitated a closer relationship between students and the professor, creating a more relaxed and informal atmosphere. As it was his first time on the other side of the world, his excitement was high, and the professor was very friendly.

During the course, participating students were able to learn about the Japanese market, as well as its culture, customs, and differences. Globalization, a very current and important topic, was among the subjects covered.

“The Japanese market is turbulent. Companies need to look to other continents if they want to survive. Of course, the local economy is very important, but you can't depend solely on that. Today, even small retailers need to look abroad for business opportunities. It's a difficult situation, but it's part of globalization,” Iwamoto explained regarding the globalized world and Japan.

The teacher of Kansai University He gave examples of companies that have adapted to today's world and how they manage to grow amidst so many competitors in our globalized world. He explained about traditional Japanese brands and how they spread around the world, such as, for example, [brand name]. Toyota and the Fujifilm. There was still time for explanations about sales, customers, strategies, and other retail-related content.

“"In Japan, it used to be important to think about marketing strategies; what really mattered was sales volume. Nowadays, companies understand that to achieve volume, they need to create global marketing strategies, but without neglecting Japanese culture," reports the professor.

Among the various issues raised by the students, one in particular stood out due to the cultural difference. When asked about the Consumer Protection Code, the teacher explained how it works in Japan.

“"Yes, there are laws that protect the consumer. It's not common to see a Japanese person exchanging or returning a product, but there are laws for it. Each company operates in its own way, and they care a lot about their customers. One of the most traditional Japanese companies, the..." Uniqlo, "It has a strong culture of treating consumers in the best way, which has served as an example for other companies," says Akinori, pointing to the cultural differences.

The Global Marketing course added a lot to our students, providing a unique experience and aiming at their professional development. For Eduardo Santana, a Production Engineering student, the chance to participate in a mini-course like this was "absurd." "We have a great opportunity in terms of development and learning at this event. Having this contact with people from outside and experiencing their knowledge is incredible," the student highlighted.

Sauan Abdul, a law student, also expressed extreme satisfaction with the course. “I was able to learn about the influence of the Japanese market and Japanese culture. It’s very important to see how much the institution [ESEG] focuses on preparing students, because to have a successful career, it’s good to know how the foreign market works,” the student stated.

Vanessa Martins, manager of the ESEG International sector, shares how important it is to bring professors from other countries to our Faculty. “It’s an excellent opportunity for students to learn different concepts and perspectives on subjects related to the programs offered by ESEG. This demonstrates to participants how aligned they are with the knowledge being taught in other parts of the world and also offers the opportunity to learn more about culture,” she explains.  

The presence of Professor Akinori Iwamoto demonstrates ESEG College's commitment to the development of our students. The mini-course was very important, and the students will take this experience with them throughout their lives.