PMBA students study marketing with Prague and Berlin businesses
Chris Pepple |
Lipscomb’s Professional MBA (PMBA) is designed specifically to enhance the careers of working business professionals, managers and executives. Integrated into the required coursework, the Marketing and International Business course led 18 students to Germany and the Czech Republic in September under the guidance of Dr. George Boulware and his wife, Jeanna, both faculty members in the College of Business. The course emphasizes the importance of marketing planning within the organization and helps students develop the ability to define and analyze the marketing problems dealt with by managers.
“This was a great learning experience for our PMBA students,” said Boulware. “Before the trip, the students were assigned European countries for which they had to complete a cultural analysis. Then, while in Prague and Berlin, the students could speak with business executives and learn firsthand how cultural differences affect marketing. For instance, billboards in many European countries are placed much lower than American billboards. Ours are geared toward automotive traffic, while their billboards are geared more towards pedestrian and bicycling traffic.
“While touring the Volkswagen plant, however, we saw similarities in marketing and manufacturing practices. All auto manufacturers are now looking for alternative fuel and other sustainable options. They are looking to be more fuel efficient in the future.”
When Lipscomb alumna and current PMBA student Suzanne Cravens (’96) saw the itinerary for the trip, she realized she could contribute not only as a student, but also as a business professional with Caterpillar Financial Services. While seeking her degree, Cravens works fulltime as a risk management portfolio consultant. “When I found out our PMBA marketing class would split a week between Berlin and Prague, I asked our professor if he would be interested in Caterpillar’s Czech Republic office hosting us for a session. I was referred to Czech Republic Country Manager Petr Silhanék, who handled everything from there. I am so humbled that my colleague, whom I had never previously met, went to such trouble to make us feel welcomed and make our visit such a great success,” Cravens said.
Silhanék spoke to the students regarding Cat Financial operations, including years of service, products, marketing and growth in the region in the last decade. Phoenix-Zeppelin Senior Instructor Pavel Cerny then provided a brief presentation and a facility tour.
“Although, this was not my first international experience (I travel internationally for Cat Financial from time to time), I think every opportunity to expand our experiences outside of our comfort zone is good--especially as a business professional. I had never been to either Germany or Czech Republic, so a real advantage to me was exposure to two more cultures. Also, when I travel for Cat, I only see the way Cat does business. Taking this trip as a student who is also a business professional enabled me to see other points of view and because I had student-type objectives, I paid attention to things I would not have otherwise. In today's business world, every MBA needs a global experience like this one,” said Cravens.