Reflective Learning

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Reflective Learning

Reflective Learning


A large majority of the students who are engaged in the developing their knowledge have been mere passive learners for a major part of their academic careers. This means that the students are required to read academic textbooks and consult scholarly publications in journals, attend various lectures and sit through exams that test their memory (Juszko 2011, p1). However, real learning comes from being an active recipient, a learner who not only consults with traditional academic material but also engages with the community to enhance his learning capabilities. The learned interacts with the society and tests the various claims made by theories taught in textbooks and engages in reflection (QIA 2011, p7-8). Therefore, the passive learner is transformed into a reflective learner.

This assignment discusses the various aspects of the reflective learning gained from the course in international marketing. The experiences of the learner in the application and usage of the various theories and techniques learned from the course have also been shared.


Marketing has a critical position among the cosmopolitan of the business operations responsible for the success and sustainability of the future of the business. The messages designed by the marketing departments are one of the key communication mediums for corporations. With the introduction of internet, the complexities of doing business have increased drastically (Pires 2006, p936-49). Companies have been able to expand their operations in a number of countries and require a strong communication channel to coordinate with their international stakeholders.

The need for close integration for marketing purpose among the various facilities of the enterprise has been increasingly realized over the years. During the course, we came across a number of marketing channels that can be employed by the marketing firms in efficiently coordinating with their international stakeholders. These include fax, press, television, internet etc. The advantages and limitations of these various communication channels became increasingly understandable as the course progressed. The marketing channel along with the contents of the message should be in harmony with the culture of the country.

While searching the internet to find relevant examples of the successful implementations of international marketing, I came across the marketing advertisement designed by Colgate in Thailand. The ad portrayed a Thai girl showing her white teeth after applying Colgate tooth paste. However, the ad initiated a lot of discontent and protests against Colgate in Thailand for a number of months to come. This was due to a lack of knowledge regarding the Thai culture. In Thai culture, a woman showing white teeth is not considered a good sign. This example along with other discussed in study groups made me realize the importance of conducting prior research before executing a marketing effort.

With companies operating in a number of geographical locations in order to capitalize on the specific skills or resources that are available in that country, the importance of having integration in marketing campaigns is becoming increasingly important. I was introduced to the concept of Integrated Marketing Communications (IMC) during this ...
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