MSc in International Marketing & Business Development: International Seminar Highlights

In Poland, students explored a variety of industries and learned about key business trends, such as branding, sustainability, and technology. The seminar kicked off in Warsaw with a comprehensive overview of doing business in Poland with the British Polish Chamber of Commerce (BPCC), followed by engaging presentations from professionals across a range of industries, including food, construction, sustainability, consulting, and law.

• Branding success: At Grupa Maspex, students discovered how the Żubrówka vodka brand was modernized while preserving its traditional identity.
• Sustainability in business: Companies like Danfoss and Innowo shared strategies for reducing carbon emissions and promoting eco-friendly practices. Danfoss pointed out that they engineer for a better future. Their high performing teams are diverse and serve this strategy. Innowo also focused on the Circular Economy.
• DZP (law firm) and Start-up Hub Poland (NGO) are acting to turn Poland into a high-tech hub in Europe and explained how they guide entrepreneurs throughout the path from creation to acceleration. Their speeches were very inspiring and motivating for the potential student entrepreneurs.
• Technology in manufacturing: The ASTOR Group demonstrated how robotics and smart systems transform factories, making them more efficient and innovative.
• Understanding consumer behavior: Mintel – world leading market intelligence agency - introduced tools and techniques for analyzing consumer trends and helping businesses grow.
• Creative packaging solutions: DS Smith presented innovative ways to design packaging that meets both sustainability goals and consumer needs.
• The students also got an experience sharing from Wiktoria Moskra former Danone & Coca-Cola Poland marketing Director. She stressed the necessity to get a mentor, to practice continuous learning. She developed the “holistic strategy of crossed markets” and leadership.
• ALGECO illustrated the way they grow organically on this Polish market by providing great consumer solutions.
• Michel Marbot shared his great success story, creating and developing Malma Company, producer of Italian pasta of the highest quality in Poland.

The trip was also an opportunity for the students to experience the Polish culture, visiting Warsaw and the historic city of Krakow. They explored historic landmarks, sampled local cuisine, and gained a deeper understanding of the country’s heritage and how it influences its business environment. Beyond the cultural experience, the seminar revealed Poland’s unexpected economic dynamism. With 36 million people, Poland is becoming one of Europe’s fastest-growing and high-performing countries, known for its entrepreneurship and focus on sustainability.

Students were surprised to discover this emerging economic power and market. The strong presence of major consulting firms like Deloitte, PwC, and EY reflects its appeal. Poland is indeed quickly becoming a key location for starting a career.

In Stockholm, the students discovered the Scandinavian approach to business, where creativity meets purpose in a culture driven by sustainability and collaboration. The seminar started with a visit at the French Chamber of Commerce in Sweden for a presentation of the Swedish professional landscape, and then featured visits to prominent organizations:

• Global brands: Visits to companies such as IKEA, Volvo Cars, IBM, Tefal and Atlas Copco showcased leadership in sustainability, digital transformation, and global business strategies.
• Renewable energy: CorPower Ocean provided insights into advancements in wave power technology.
• Start-up ecosystem: At Kista Science City – one of Europe’s most vibrant hubs for technology and entrepreneurship – students observed how collaboration between government, academia, and industry leader such as Ericsson and IBM, drives progress and new ideas.
• Career insights: Alumni such as Anja Sadock (TrusTrace) and Mariya Vavilova (Tefal) shared their professional journeys, offering guidance on career development and leadership.

Students also experienced elements of Swedish workplace culture, including the importance of consensus and the tradition of “fika”, which reflect Sweden’s approach to professional relationships, collaboration, informal conversations around warm coffee and delicious pastries.

The International Seminar is a key component of the MSc in International Marketing & Business Development program, combining professional learning with cultural discovery. It gives students the chance to connect with companies, attend conferences, and see how business strategies are shaped by local economies. By experiencing a new country and culture, students expand their perspectives and start building international networks that can benefit their future careers.

From Warsaw’s historical streets to Stockholm’s cutting-edge tech hubs, the seminar highlighted the program’s dedication to preparing students for a globalized business world by engaging with diverse and intercultural business environments. Later on in their curriculum, students will also have the opportunity to experience a period abroad, traveling either to Vietnam at the French Vietnamese Center of Management (CFVG) in Hanoi and Ho Chi Minh City, or to South Africa at Stellenbosch Business School near Cape Town.