How to develop digital marketing and entrepreneurial thinking

19:09, December 18, 2018

These topics were the key points of master-classes for the students of the International Economics and Business Programme delivered by Joe Kapp and Chad Bontrager on 7-8 of November 2018

Joe Kapp shared his experience in start-up development, explained the difference between manager and entrepreneur, specific features of entrepreneurial thinking and innovation project management.

“An entrepreneur has to be very flexible, able to foresee various scenarios of the project development and to benefit from the new circumstances for the successful project decisions,” — he noted.

He stressed the specific character of social entrepreneurship where the key project goal is not the profit, but the effects meaningful for the entire society welfare.

Chad Bontrager discovered the main issues of up-to-date digital marketing and how its’ main tools are to be applied to capture the attention of target audience in the world where a target customer is everyday under the pressure of information and advertisement. In this environment, the skills in digital marketing are a must for international managers and entrepreneurs. Chad as well specifically emphasized the importance of socially responsible projects for international companies and the great positive effect they have for marketing and positioning of such companies on global markets.

The topics of the master-classes are relevant for current Russian and international business and were quite interesting for the students. The teachers organized their master-classes in interactive format sharing their own cases and experience, showing movies and online cases, asking questions and facilitating discussions. The students shared their experience of entrepreneurship as well and benefited from the instant feedback from the speakers which can be used for further development of students’ projects.

We thank Anastasia Schetinkina, the alum of UrFU, and Samal Begimbekova for the support in master-classes conducting and the organization of Joe Kapp and Chad Bontrager visit in the frames of the Russian Business Leaders programme.