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Turunduspraktika Berliini ettevõtete turunduskultuuris
Start date: 01 Jun 2016, End date: 31 May 2017 PROJECT  FINISHED 

The German Technological School of Pärnu's project "Marketing Internship in the Marketing Culture of Berlin Enterprises" is a result of the decline in Estonia's export performance in the past years. One of the reasons for the decline is certainly competition between the producers, the fight for foreign markets, and the high supply of innovative products of many counties. The authors of the project claim this is not the only reason. The main factors of this negative trend are the practical side of sales and marketing and the psychological preparation for this, language skills, the lack of foreign internship, and being afraid of taking responsibility when it comes to the plan of entering foreign markets. It seems a lot easier to learn to market the product right here, in our small Estonia. Many entrepreneurs do not perceive the smallness of the market. They don't want to leave their comfort zone or move on from local interest to a global level. The project consists of a two-month long marketing internship worth 12 ECVETs, of 6 Marketing Specialist students in one of Europe's main economic, trade fair and business centres - Berlin - in spring 2017, and its execution as part of the studies must be effective and fulfil several strategic purposes. The internship must:- broaden the mind and develop skills towards greater professionalism;- develop the ability to compare different sized economies;- show greater potential for marketing Estonian products in Europe, change the marketing paradigm as the internship should prove that the best techniques for marketing Estonian products can only be learned and used in the foreign environment, not behind the desks of different enterprises;- help the intern learn marketing methods and modes of action;- show the intern that learning and speaking foreign languages are essential prerequisites for starting a business abroad (in addition to English);- give the intern a good experience that has to be analysed, passed on to others, and that should thus enhance the situation in the market.The students have an independent practical task to choose an Estonian product and find a way of introducing it to Europe, creating a realistic plan in order to achieve it. The German Technological School of Pärnu's long-term partner in Germany is Stiftung Bildung und Handwerk Nord, who has participated in several joint projects with the school (learning mobility, including transfer of innovation) and who has perfectly mastered the unification of theoretical studies and practice. The school has good conditions and the necessary prerequisites to be result-orientated, and also it has the willingness to establish the cooperation of other schools with several German partners (of whom we have over 240 in our network).In conclusion, this should lead to a wider local, regional and international understanding that increasing product quality is not enough to increase exports. In order to achieve this, it is essential to have the ability to market products abroad. Skills can be acquired through "learning by doing" - both in the particular environment and by using proactive external communication.
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