Talent & Management Development 2

Seminars

AZADEH ARMON 2IBM06 2016-2017

ARTEVELDE UNIVERSITY COLLEGE
 Overview Seminars Attended

Date Time Place Speaker Topic

18 Oct. 2016 15:00 16:30 KNT. A4 J. Van den Bergh Cross-Generational Marketing
25 Oct. 2016 14:00 Brussels External Seminar Visit to the European Council (External)
08 Nov. 2016 15:00 16:30 KNT. A4 B. Van der Leenen Communication in B2B Environment

15 Nov. 2016 15:00 16:30 KNT. A3 S. Hermans European Policy

19 Nov. 2016 15:00 18:00 Brussels Dr. Yang Bian & Rui Yi Understanding Chinese Culture (External)

22 Nov. 2016 18:15 19:45 KNT. A3 Dr. Buyens The Why, What & How of Intercultural Competences
25 Apr. 2017 18:15 19:45 KNT. A2 E. Blanchaert International Sales in Practice

02 May 2017 16:45 18:15 KNT. A4 Y. Van Bruggen * Marketing & Logistics of Hello Fresh

* The speakers (Thomas & Morgan) were different from the one mentioned on Chamilo.

I will cover only 5 of them for the slide cast.

 1. Cross-Generational Marketing

Babyboomers Gen X Gen Y Gen Z

4 Generations (51-69 yrs) (36-50 yrs) (19-35 yrs) (4-18 yrs)

NXTGen Gen Y & Gen Z Different DNA Aspects:

They influence even parents generation: I am SNAPPY
1. Food I am DREAMING of a better world
2. Technology I am MAKING it myself
3. Holidays
4. TV Programs
1. Cross-Generational Marketing

I am SNAPPY
Gen Z: The EMOJI-ONAL Generation

Effect on Marketing (Trends):

Ephemeral
The Age of Impatience
The On-Demand Experience
C-Commerce ( Conversational Commerce)

Phygital
1. Cross-Generational Marketing

I am DREAMING of a Better World

BabyBoomers The most in favor of Gender Equality (Gen Z Considers it as the norm)
Gen Z More Health-Conscious

Effect on Marketing (Trends):

Blurred Gender More Neutral Approach
Act, Dont Tell
Waste Techniques, Eco Friendly, Cradle to Cradle, 141 Business Model
1. Cross-Generational Marketing

I am MAKING It Myself
I have made it vs. WE have made it

Effect on Marketing (Trends):

The ME-conomy
Perfectly Imperfect (Imperfect Products)
Reflection

It was very interesting knowing about these concepts and finding out how a generation
can influence both the previous generation behavior and businesses marketing strategy.

The lecture was very well-organized and was presented in a funny way as well to excite
the attention of audience.

The level of materials presented and the lively, but at the same time, relaxed pace of the
lecture were playing a big role to make it interesting.
 My Research

Here is an interesting Video which I found about the Millennials generation, but from a different point of
view. Its so interesting how he analyzes their behavior.

https://www.youtube.com/watch?v=hER0Qp6QJNU
2. International Sales in practice

Klingele Chocolate (Brands):

Balance (Lactose Free): Europe, UAE, Australia
Green Dream (Organic): USA & Canada
Private Label Business

Setting New Goals:

Store Checks
Retailers & Private Label
New Packaging
Using Different Channels
2. International Sales in practice

Klingeles International Business In Germany

In Japan Very Punctual

Different Culture Willing to Communicate Only in German

A Lot of Documents Required In Australia

Importance of Having Business Cards Difficulties with Time Difference

In UAE Fun & Relaxed

Good Market (High Rate of Diabetic

People)

In Sweden
Very Punctual & Strict
On-Time Payments
2. International Sales in practice

How to do business worldwide

Know your product, your market, and your competitors & have a clear strategy
Exhibitions Prepare yourself
Flanders Investment & Trade (FIT) They help you with exporting
Follow-up Keep your contact & make good arrangements
Sales alone will not lead to turnover Its a teamwork (Back office)
Keep up to date
Do networking
Business Cards
LinkedIn
Reflection

It was an interesting seminar about the international sales.

The content was directly related to the courses of IBM (International Sales & Marketing).

The lecture was well-organized containing too many real life examples of difficulties with
doing business internationally.

She discussed different aspects of International Sales for example, marketing, sales,
trade, etc.
3. Marketing & Logistics of Hello Fresh

Introduction of the Company (Hello Fresh)

Weekly recipes
Boxes with exact ingredients
Using local suppliers
Delivering at Home

General information about marketing + Video examples

Marketing of Hello Fresh

Multichannel Marketing
Changes every week
Easy Cooking at Home
Changes of Recipes
Changes in Customers Behavior
3. Marketing & Logistics of Hello Fresh

Logistics of Hello Fresh

3 Activities in Operations
1. Pick & Pack All at a central place
2. Operations Based in Amsterdam
3. Transport Done only by themselves

A vision driving operations

Reliable Refrigerated chain, Delivered within 30 minutes, 100% food safety
Flexibility Delivery options, Personalized boxes, Flexibility for arranging delivery
Overachieve 100% quality at the door, Portioned products, Free delivery
Optimization Efficient supply chain, As few km as possible, Time-driven supply chain
3. Marketing & Logistics of Hello Fresh

Logistics of Hello Fresh

Transport operations:
1. Fleet Operations (refrigerators)
2. Planning & Tracking
3. Human Resources (Drivers)

Strategies
Improving Customer experience Interactive communication
Investing for mobility solutions Electrical Vans
HUB network for Smart City Logistics Full refrigerated coverage, Efficient HUB operations
Next step Developing HUB structure in Belgium Identifying HUB locations, services to offer, and
labor costs in Belgum
Reflection

I was interested to attend this seminar because I thought it would be very interesting to
know about the marketing & logistics of a young business like Hello Fresh which is
recently growing well.

Honestly, I expected it to be more interesting. The logistics part was quite OK, but the
marketing part was very general.

I think the level could be higher.

4. Visit to European Council (External)

Causes of Crisis
Injection of money to banking system
EU public investment
Government support needed to rescue the banks
Financial crisis affected the real economy
Differences in growth become visible
Revealing underlying structural problems Loss of competitiveness
Unit labor costs increased
Current account imbalances Resulting in higher financing costs
Increasing government deficit/debt
4. Visit to European Council (External)

EU policy response
1. Financial assistance
Strengthened governance
Integrated financial framework
ECB / Monetary response
European stability mechanism Precautionary financial assistance / loans
SGP Preventive & corrective arm
Change in the voting procedure
Banking Union Key elements
Single supervisory mechanism

Single resolution mechanism

Deposit guarantees
Motivation & Reflection

Motivation
I went to visit the European Council, because I thought it would be really interesting to see first how it looks
like, and second, what theyre doing.
I found it a very good opportunity to have a close look and know more about what kinds of activities theyre
doing there.

Reflection
I was very disappointed when they didnt let us enter the building and we had to go somewhere else and listen
to a lecture which was more like a Banking & Finance lesson.
I regretted afterwards that I paid almost 20 euros to go to Brussels and attend a kind of Banking & Finance
lecture.
5. Understanding Chinese Culture

"Chinese holistic view vs. Western analytical view" Pr. YI Rui

2 philosophical allegories
In paintings
Comparison between the Western point of view and Chinese point of view
In Languages
Chinese philosophy interpretation
Parataxis
Holistic view

Western philosophy interpretation

Hypotaxis
Analytical view
5. Understanding Chinese Culture

"Education in China: Traditions and Transformations" Pr. DI Zheng

Chinese education has influenced by 3 philosophy:

Taoism
Confucianism
Buddhism

For Westerners, learning is a truth but for Chinese, nobody can know the truth
For Chinese, the ultimate goal is not reaching the truth.
5. Understanding Chinese Culture

3 Hs
Humanism
Harmony
Hierarchy

Cultural legacy
Pragmatism
Equality
National salvation
Moral perfection
5. Understanding Chinese Culture

"Specific uses of Chinese medical treatments" Pr. YANG Bi'an

Characteristics and application of Traditional Chinese Medicine (TCM)

Basic theory of TCM

Holism
Syndrome differentiation

Yin Yang theory

5. Understanding Chinese Culture

"Specific uses of Chinese medical treatments" Pr. YANG Bi'an

Treatments
Acupuncture energy
Tui-na / Orthopedics Muscles & bones
Meridian & time
Moxibustion treatment
Cupping treatment energy
Chinese medical herbs spirit of organs
5. Understanding Chinese Culture
Motivation & Reflection

Motivation
I attended this seminar, because it was very interesting for me to know about the Chinese
culture from different points of view and compare it to the Western culture.
It was also a good opportunity to gain more information about the language, education, and
medicine in China all in one seminar with 3 different speakers.
There was a networking event afterwards which I wanted to attend as well.

Reflection
I am really happy that I attended this seminar since I acquired a lot of information which I
didnt know.
The final lecture about the TCM was the most interesting one for me as you already know that
Im interested in this field!