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HSE Student on the Winning Team in International X-Culture Project
During the 2019/2020 academic year, undergraduate students of Marketing and Market Analysis programme took part in the international ‘X-Culture’ project. This was done in the framework of International Marketing course taught by Ekaterina Buzulukova. One of the project’s winning teams included HSE University third-year student Dmitry Razvorotnev.
During the project, students from 40 countries were involved in solving real business cases, adapting marketing business strategies for promotion in international markets. Out of the 1,178 teams, 27 have been recognised as outstanding.
One particular feature of the project is the focus on working in cross-cultural teams, which helps students not only solve business cases, but learn to communicate cross-culturally in an effective manner. Students also have the opportunity to talk to project supervisors, as well as use their team’s materials and rich experience in order to better understand how international business works.
The team that included third-year student Dmitry Razvorotnev was one of the winners in the second half of 2019. Traditionally, the winners participate in an international symposium, where they meet in person and attend a conference on international business and research. This year’s symposium was supposed to take place in Singapore in July, but has been postponed due to the current global pandemic.
‘The project seemed to me to be an interesting platform to develop the skills of strategic marketing, market analysis and cross-cultural communications. I believe that one of the most interesting characteristics of X-Culture is the applied nature of the project. The participants work on real tasks for a real company that operates in a market which is considerably different from the Russian one. Another feature is the focus on international teams, with diverse cultures, opinions, educational backgrounds, and time zones. This helps us to see how international business works in practice. I believe that many students who have participated in X-Culture have gained both a unique experience and the skills essentials for working in international companies’, said Dmitry Razvorotnev, the winner, sharing his impressions.