Hult Life - Undergraduate Life at Hult International Business School Winter Issue 5 | Page 9

HULT LIFE MAGAZINE | 09
HULT LIFE MAGAZINE

Do your research
These examples vividly show that understanding
of local cultures is crucial for doing business
in global markets. Failing to adhere to this
fundamental requirement can lead to brand
damage, which can take years to repair.
As such, the recommended solution for mitigating
such global marketing challenges is to undertake
the following practical steps:
ONE Conduct comprehensive market
research to better understand
variations in culture
TWO Adapt the company’s marketing
programs for the local culture
as much as possible in line with
market research findings
Want to major
in Marketing?
In Hult’s undergraduate program, you have the
choice of five majors: Entrepreneurship, Finance,
Business Analytics, Management, and Marketing.
Here’s Dr. Mo Willan’s quick guide to deciding
whether Marketing is the right major for you:
FACT
ONE Marketing is exciting because
it’s constantly evolving with new
trends, innovations, and practices
brought about by the ever-changing
nature of consumers’ expectations,
wants, and needs.
FACT
TWO Hult has collaborated with the
Chartered Institute of Marketing
to offer their Professional Certificates
and Diplomas to our students, giving
you the added benefit of graduating
with an additional qualification.
FACT
THREE Assessments are based on live client
projects whereby students form teams
to devise and propose solutions to
real business problems. This approach
ensures that our students start tackling
modern marketing challenges early
in their program.
For more information on the majors
on offer at Hult, go to hult.edu
Fig. 2: A Cultural Framework, Terpstra and Sarathy (2000)
Dr. Mo Willan is originally from the Gambia and managed his own marketing
consultancy company in London before joining Hult. His clients included
Coca-Cola, The British Council, Nigeria National Petroleum Company,
and The Gambia Chamber of Commerce. In addition to being the Dean
of the Undergraduate Program in San Francisco, Mo is the discipline lead
for marketing and teaches classes including: Luxury Marketing, Principles
of Marketing, Marketing Planning & Strategy, Branding, and Global Strategy.
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