From Vietnam to South Africa: Discovering Global Markets Through International Immersion
Understanding international markets requires more than studying them in a classroom. That’s why the MSc in International Marketing & Business Development at emlyon business school gives students the opportunity to experience different business environments firsthand, combining academic learning with cultural immersion abroad.
An international experience built into the program
The 18-month program in international marketing combines 12 months of coursework and academic experience with a six-month internship. One of its most distinctive features is the international term, during which students study abroad at a partner university in either Vietnam or South Africa.
During this period, students take courses focused on topics such as international business law, global purchasing, social media and mobile marketing, brand communication, and local business environments. Outside the classroom, they are encouraged to explore their surroundings, engage with local culture, and observe how business operates in different parts of the world.
Highlighting the benefits of cultural immersion in business education
As part of their experience abroad, teams of four or five students create a short video documenting their academic, cultural, and professional discoveries while reflecting on the experience of studying and working in a different business environment.
The videos were showcased on the final day of their international term. In South Africa, they were screened in a cinema room with popcorn, while in Vietnam, each group presented their work in front of a jury.
The videos selected below were chosen as the strongest projects from each destination and offer a glimpse into what future students can expect.
Vietnam: discovering a fast-changing market
For the students in Vietnam, the international term offers an opportunity to experience one of Southeast Asia's most rapidly developing economies. Through both coursework and everyday experiences, they gain insight into the factors influencing local consumers, businesses, and market trends.
The video featuring students’ experience in Vietnam captures many aspects of student life. Set to the music of Creedence Clearwater Revival, the video shows the rich culture students experience during the trip, from exploring busy city streets and landmarks to spending time with classmates and discovering coastal destinations.
On top of that, it presents how they were able to put their theoretical business knowledge into practice and help a regional gold and jewelry company understand their opportunities for growth.
Students collaborated to collect footage, share ideas, and shape their experiences into a story reflecting both their personal growth and their understanding of the Vietnamese market.
In the words of the video, “It has been much more than a destination. It has been a place of discovery, learning and growth.”
South Africa: seeing business from a new perspective
Students who spent their international term in South Africa did so at Stellenbosch Business School in the thriving city of Cape Town.
There, students immersed themselves in a business environment shaped by a unique mix of economic, social, and environmental factors, encouraging them to think differently about organizations, communities, and entrepreneurship.
The video featuring the experience in South Africa focuses on adapting to a different cultural and business landscape and the way it opened their minds. It first acknowledges the brutal history of Cape Town and South Africa more broadly, discussing colonization and apartheid while commenting on the paradoxical nature of the city: the beauty and opportunity that sit alongside struggle and inequality.
For this group, the real impact of studying internationally came from experiencing and adapting to the vastly different market. They learned to ask questions they wouldn’t have thought about before and understand the underlying reasons behind these differences.
This experience demonstrates how studying abroad can challenge assumptions and encourage a more open-minded approach to international business.
“This became much more than an academic exchange… It stripped away the noise, the small complaints, the things we thought we needed, and left us with something quieter. A real gratitude for what we have and a genuine openness to the world as it actually is.”
Learning beyond the lecture hall
The international term is designed to connect academic theory with real-world experience. By combining coursework, cultural immersion, and collaborative and in-company projects, students develop a deeper appreciation of how businesses operate across different markets and environments.
Students build skills in teamwork, adaptability, creativity, and storytelling. These are assets that are increasingly valuable in today's global workplace.
Whether they spend their term in Vietnam or South Africa, students return with new perspectives, practical insights, and memorable experiences that help prepare them for careers in international marketing and business development.