Ira Fachira, a lecturer at SBM ITB, has been appointed as a Visiting Lecturer at the IAE Lyon School of Management in France from January 7 to January 14. The IAE Lyon School of Management, known as the Institut d’Administration des Entreprises de Lyon, is part of Jean Moulin University Lyon 3. The IAE Lyon School regularly invites lecturers from various countries to teach students in its master’s programs.
On this occasion, Ira taught the Marketing and International Branding course to master’s students for one week. Ira taught two sessions of the same course in an intensive, six-day lecture format, divided into two phases.
The International Week program at IAE Lyon is designed to provide a hands-on international experience on campus (bringing internationalization at home). Students are required to attend classes taught by non-French international lecturers, with instruction entirely in English.
“Even though students can speak English, they are not used to using it as a language of instruction in class. At first, they tend to be passive, especially with the case-based learning style at SBM ITB, which requires active discussion,” said Ira.
To bridge this gap, Ira adapts the material and teaching approach by bringing an Asian perspective to discussions about marketing and international branding. From this perspective, students are introduced to how marketing and branding strategies need to be adapted to different cultures, backgrounds, and market conditions across regions.
As a lecturer focusing on internationalization and global branding, Ira brings an Asian perspective to class discussions. Her experiences in Lyon and Paris also enrich the course material, particularly when discussing consumer behavior in large, multicultural cities.
“Lyon and Paris are very international cities with diverse populations that reflect a variety of ethnicities and cultural backgrounds. This diversity is evident in the products available in supermarkets. For example, I discovered Indonesian brands being sold in regular supermarkets rather than just in specialty Asian stores,” she said.
This phenomenon serves as a concrete example of how globalization and multiculturalism influence branding strategies and consumer behavior, which are then directly linked to international marketing concepts in the classroom.
In addition to engaging with students, Ira’s most memorable experience was networking with fellow lecturers from across the globe. For nearly a week, educators from Europe, Asia, Australia, North America, and South America interacted intensively, both in and out of the classroom.
“The format of the activity really encouraged collaboration. Lunch and dinner were always shared, allowing academic conversations and opportunities for research or teaching collaborations to develop naturally,” she explained.
This networking not only strengthened the relationship between SBM ITB and IAE Lyon but also opened up opportunities for further academic collaboration with other international lecturers.
Concluding her experience as a Visiting Lecturer, Ira offered a reflective message for SBM ITB students who aspire to pursue careers in marketing and branding in the global era.
“Expand your horizons as broadly as possible. Open your eyes, open your heart, and always learn. Change is rapid and complex. Openness to differences and a willingness to continuously learn are key assets, not just in marketing, but in all fields,” said Ira.
The presence of SBM ITB lecturers as Visiting Lecturers at the IAE Lyon School of Management is tangible evidence of SBM ITB’s contribution to the development of global management education and strengthens the institution’s international reputation.
Written by Student Reporter (Lavena Laduri, MBA YP 2024)
