Université de Pau et des pays de l’Adour Year 2006/2007
A DUEI IN DUBLIN Emilie TEIL 1
Contents
ACKNOWLEDGEMENTS ..........................................................................................................................3 INTRODUCTION .......................................................................................................................................4 DUBLIN, THE BEGINNING OF THE STORY................................................................................................5 I - My Arrival in Dublin ......................................................................................................................... 5 II - Accommodation ........................................................................................................................... 6 III - Dublin: A small but lively capital city......................................................................................... 8 1 - Shopping in Dublin.........................................................................................................................10 2 - Temple Bar......................................................................................................................................11 3 - St Patrick’s festival..........................................................................................................................12 4 - Activities in Dublin..........................................................................................................................12 5 - Traditional Food .............................................................................................................................15 6 - Irish people .....................................................................................................................................17 7 - Weather..........................................................................................................................................19
THE DUBLIN INSTITUTE OF TECHNOLOGY.............................................................................................20 I - Presentation ................................................................................................................................... 20 II - The organisation........................................................................................................................... 21 III - Choice among different Modules ........................................................................................... 23 IV – Assessments ................................................................................................................................ 23 V - Language Studies ....................................................................................................................... 25 1. English for Erasmus students (5 ECTS per semester) .....................................................................25 2. German (5 ECTS per semester)......................................................................................................26
VI - Module 365/3: Business and Management .......................................................................... 28 1. International Economy (5 ECTS for the year) ...............................................................................28 2. Marketing Management (5 ECTS for the year)............................................................................29 3. International Management (5ects) ..............................................................................................31 4. Management Accounting (10 ECTS)............................................................................................32 5. Market research (10ECTS) ..............................................................................................................33
VII - Module 341/3: Marketing......................................................................................................... 34 1. Perspective on international Marketing (5ECTS) .........................................................................34 2. Strategic Marketing (5ECTS) ..........................................................................................................34 3. Consumer Behaviour (5 ECTS) .......................................................................................................36
MY TRIPS ................................................................................................................................................37 I - Galway ........................................................................................................................................... 37 II - Cliff of moher ................................................................................................................................ 38 III - The Connemara Lakes ............................................................................................................... 39 MY JOB ..................................................................................................................................................42 CRITICAL ANALYSIS ..............................................................................................................................45 CONCLUSION .......................................................................................................................................46
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SOME ADVICES TO LIVE IN IRELAND ...................................................................................................47 ANNEXES ...............................................................................................................................................49
Acknowledgements
I would like to graciously thank the various people in France and in Ireland, who during this year have provided me with important assistance. Firstly, I would like to thank my co-ordinators as well Stephen Mc Dermott and Gisele Sigal for their advice, help and consideration. Many thanks also to Francoise Michelin who was in charge of administration for Erasmus students and who gave us details about financial Erasmus aids. I would like to convey my gratitude too all people who are in charge of Erasmus program and who contributed indirectly to my year in Dublin. Furthermore, some Irish students helped me during my year in Ireland especially Colm Hutchinson, an Irish student and a former Erasmus himself in France, who provided me with help during projects and examination reviews. Likewise, students who integrated me into their project groups who were patient and tried to understand me such as David, Eimear, Mark, Amanda, Shane, Dermott and Sarah. Finally, I would like to thank each Irish teacher for their consideration, sympathy and comprehension but also for the quality of teaching they provided me. Finally, I would like to thank my manager who trusted me and gave me a job despite my lack of experience and my level in English and who permitted me to have a flexible timetable adapted to my studies. And to end, my colleagues who helped me integrate immediately.
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Introduction
At the end of my DUT diploma, I could choose between going abroad and continuing my studies in France. I chose the first option because I thought that it would offer me a considerable advantage for my professional career focused on international trade. Indeed, English language is fundamental for a business career and many companies require being fluent in English as a precursor to employment. Furthermore, this year abroad permitted me to integrate into a business school (ESC) directly in second year and therefore to save on one expensive year in this kind of school. I can also pursue my studies with a Master degree since my Erasmus year, validated by ECTS, is considered as a 3rd year level for many universities. Going abroad has been a distinct advantage for my evaluations to integrate universities or schools as well for English tests as for interviews in general. Therefore I was motivated by moving abroad and discovering new cultures and the Erasmus program proposed by the IUT of Bayonne was an opportunity that would allow me to spend 9 months in Ireland. My objectives were to improve my fluency in English, naturally, but also to meet foreign people, live in another country and be able to adapt to it. I considered it as a huge but worthwhile challenge and as an experience to discover the Irish way of life. I was mentally prepared to move overseas but I was understandably anxious and I knew that the first couple of months would be difficult emotionally.
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Dublin, the beginning of the story
I - My Arrival in Dublin I left France on the 11th September 2006, anxious, curious and excited at the same time to arrive and discover this new country where I had never been before. I travelled with the cheapest company: Ryanair and arrived after 1hour and half. It was my first time on a plane and I was a little bit nervous but I met a Brazilian guy and conversed in English with him during the flight. I had not yet arrived and I was already speaking English. As soon as I arrived I heard French people who were speaking and as they were around my age and seemed to be lost like me, I joined them and we tried to find our baggage and the exit. Then I took the bus to Heuston station, in the city centre and the tramway (luas) to Tallaght, the terminus. It is here that I lived the first three weeks before finding accommodation. Actually, I knew a couple of friends who live in the south of Dublin and who put up me at my arrival. At first, I did not find very big differences between France and Ireland except, maybe, buses and houses which are almost all the same and which are completely different than French ones. The next day I had to go to the DIT (Dublin Institute of technology) for the presentation of the school, to meet my coordinator, the director and other Erasmus students. A large number of them were French and Spanish and I heard people speaking French everywhere I went. The first week was an induction week which let us the time to find an accommodation, to adapt to the school, the town and other students. Everyone looking for an accommodation connected each day to a website to discover the new ads and to have an opportunity to find a room as quick as possible. The supply of accommodation in Ireland is insufficient and as a result the rents are as high as they are. I visited many rooms that were very expensive, dirty and far from the city centre. I found one after three weeks in Kingswood, South Dublin.
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During the second week, we had to choose the courses we wanted and we participated in them to know whether we were able to understand or not. At the beginning, the organization was very bad and we had no information about the timetables or which courses we could choose. But after two weeks everything was fine and the first semester began. Compared with other foreign students, French people have a very low level of English and a bad accent, especially in comparison with German or Polish students. I had difficulties communicating correctly with foreigners and I was not the only one in this situation. Concerning Irish people, I found their accent was very strong and difficult to understand especially young people who in general speak very quickly using many abbreviations.
II - Accommodation No student residence or other accommodation is available for foreign students. Moreover, the university is based in the city centre which means that accommodation close to the university is more expensive. Every Erasmus students shared a flat, a room or a house with other people. It is impossible financially to rent something without sharing with someone as in France. Indeed, the “APL” does not exist in Ireland and you cannot receive aids for your accommodation if you do not stay for a long time inside the country. The ads to find a room can be consulted on the website: www.daft.ie used by everybody. I found mine thanks to this site after three weeks and many visits. I was surprised to see some ads proposing to share a double bed and sometimes to read that a guy was looking for only a girl to share his room. There are many twin rooms proposed in Ireland with rent around 350 - 400 euros per month and sometimes more, in the city centre. From my perspective, my house was located in the south of Dublin, in Kingswood and I shared it with three flatmates. At the beginning, I shared it with two German girls and one French girl. Then, after many removals in the house I shared it with three guys: Irish, German and French. I had my own room that was relatively big and my own en-suite bathroom and I paid 375 euros monthly + bills every two months. I had to take the tram for one hour every day to go to the city centre and I paid 48 euros monthly for the pass which was only valid for the luas and not the bus. It was far away but cheaper and cleaner than the other rooms that I visited in the city centre. 6
For example 350 euros for a room which looked like a cupboard. Moreover, the area where I lived was very quiet and lovely with a local shop and a little park close to my house.
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It is a great experience to live with people from different countries even if they were not students like me. It allows us to speak together and to exchange our way of live, our culture. However, it is not easy every time especially when it is your first time and you are used to living alone but overall it is a fulfilling experience.
My flatmates and me
III - Dublin: A small but lively capital city A person from Dublin is known as a Dubliner or colloquially as a Dub, or, pejoratively, a Jackeen. (It’s only those from outside Dublin that use this expression, mainly in Cork and Kerry) The population of the administrative area controlled by Dublin City Council was 505,739 at the census of 2006. In the same census, the Dublin Region population was 1,186,159, and the Greater Dublin Area 1,661,185. (estimated by the CSO to reach 2.1 million by 2021). Dublin was voted the best capital city in Europe to live in, and Ireland the most content country in Europe. 8
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Indeed, despite having a long tradition of emigration that continued up until the early 1990s, Dublin now has a sizeable number of immigrants, especially from Poland, China, Brazil and Romania. There are also considerable numbers from other fellow EU member states, Spanish, Italian and many French people. This growth in diversity has brought a host of new ethnic stores for foods for example most notably on Parnell Street and Moore Street. 1 - Shopping in Dublin Central Dublin is a popular shopping spot for tourists. The two principal shopping streets in Dublin city centre are Grafton Street and Henry Street, always full of singers busking in the street. Stephen's Green Shopping Centre and Jervis Shopping Centre are very popular shopping centers. Moreover, Drumcondra shopping center is one of the biggest in the world with many famous shops as Brown Thomas, Lacoste, Next, Burton and so on… a paradise for fashion people.
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2 - Temple Bar
There is a vibrant night life in Dublin. The most internationally notorious area for these activities is the Temple Bar area south of the Liffey. This area has become synonymous with stag and hen parties and tourists. Temple Bar was originally redeveloped as Dublin's cultural quarter and retains part of this spirit in the form of street performers, drummers, and many intimate small music venues. The area around Stephen's Green, especially Harcourt Street, Camden Street, Wexford Street and Leeson Street is also a centre for some of the most popular nightclubs and typical Irish pubs in Dublin. In Ireland it is forbidden to smoke inside the pubs and it is extremely pleasant for non smokers. Moreover, atmosphere is very good with traditional Irish music and people are generally less aggressive than in France when they are drunk. So students get all benefits of living in a capital city but it is easy to walk to shops, entertainment venues, clubs and pubs. Students appreciate Dublin as a cosmopolitan town and pleasant for a night out.
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3 - St Patrick’s festival
On 17th march, there is the famous St Patrick festival. This day is a national holiday and people celebrate the secular version of the holiday by wearing green, painting their face in the national colours, eating Irish food and often green foods, imbibing Irish drink, and attending parades. People come from everywhere to celebrate the death of the Saint Patrick of Ireland; it is a big festival that unites all nationalities. I could not see it because I was working and despite the fact that the parade passed right in front of my shop, there were too many people in front of the window. It is very impressive to see the number of people who come in Ireland to see the festival.
4 - Activities in Dublin Visitors and residents alike love Dublin, for its architecture and houses with the famous colored doors. There are several museums like the “art museum” which is completely free, or the “national museum” and many theatres.
When I was stressed because of the number of people in the street, traffic or the noise in general, I went to one of the gardens located in the city centre like St Stephen Green or the famous Phoenix Park which measures 712 hectares with a walled circumference of 16 km that contains large areas of grassland and tree-lined avenues. 12
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It is the largest enclosed city park in Europe. I went in this Park sometimes to jog with a friend. Indeed, it is extremely relaxing to isolate oneself during the lunch or at the end of the day. Obviously, the parks in Ireland are very beautiful because it rains frequently (almost every day) but they are also quiet which is very pleasant. Furthermore, it is possible to visit the Guinness factory, which is the pride of the Irish. This brand is very famous and you can buy in the numerous gift shops different Guinness accessories: tee shirts, cups, slippers and so on… Several castles can be visited in Dublin but the most famous is Dublin castle located in the heart of the city. It is a major fortified complex, and was the seat of British rule in Ireland until 1922. The castle is a tourist attraction and, following major refurbishment, is also used as a conference centre. Visitors can have access to the Throne Room, containing a throne from the reign of King William III. Finally, Dublin County Council offer a Dublin tour bus which stops at the most important places in Dublin and which permits tourists to enjoy a complete visit of the city. It is very pleasant especially when the weather is good and that you can sit upstairs.
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5 - Traditional Food
As in England, the food is not particularly good and Irish people have an unbalanced diet. Actually, it is common to meet a business man eating a sandwich or a hamburger at 4 p.m. Most of the fast food chains are full and not always during lunch time. Moreover, the most part of restaurants are fast foods or “take away”. However, they have also specialties like salmon, Irish coffee, meal based on potatoes or Irish stew. Then, there is the famous “fish and chips” which I do not find exceptional but disgusting. Irish food is also based on chicken and Irish beef and roast turkey. What I liked was the cheddar which replaces our grated “gruyère” and which is delicious as are their chocolate muffins. Irish people love ice creams and you can see someone eating one in the middle of the winter or when it is raining. Finally, when I was working, it was common that customers ask me milk or a tea with their food which is amazing in France. Normally, I never take milk with my tea in France but in Ireland it is so strong that I was forced to. I was also surprised to not find different tastes of tea like strawberry or caramel in shops, only original tea. Food shops (Tesco, Dunnes stores) are not as big as French ones and the choice is limited. So, at first, it is difficult to know what you want to eat. Many French products do not exist in Ireland. They do not have our choice of cheeses or yoghurts for example and it is very expensive. Furthermore, you cannot keep perishables for a long time in the fridge. For example, fresh milk can be conserved three or four days after the first use. So I was obliged to go to food shops regularly and I did not buy too much to avoid wasting any. They do not take the time to eat correctly around a table and prefer sandwiches. Food shops use often a kind of sales promotion that we do not have in France. It is “buy one get one free” which is one of the most effective forms of special offers for goods. It consists in persuading consumers to purchase two items at a 50% discount, where otherwise they would not have bought even a single item at an explicit 50% discount. Thus, the psychological effect is presumed to be that the purchaser imagines that they are getting the first item at its “true worth” and at the same time getting a second item with the same value for free, and that the deal represents a 15
net gain for them, rather than a simple exchange of goods for money at the goods’ true value.
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6 - Irish people
Irish have the reputation of being a very friendly nation. Whilst this is true to a certain extent outside the big towns and cities, because of the increase in immigration and the social and cultural differences that this brings, one finds that the natives have become less patient and hospitable towards outsiders. Like English people, the Irish are reserved in manners, they do not kiss each other to say hello and do not use gestures such as hugs. However, I was very choked to see how young girls were dressed and to see some of them pregnant. There is a big problem of child rearing in Ireland. Some children are very impolite and I have seen many times children who were 6 years old and sometimes younger without their parents in the tramway and who ran, climbed on seats and shouted. But, hopefully, it is not all of them. Irish people do not come toward Erasmus students. They are generally in groups and they do not try to integrate you. It was difficult for me to go to speak with them because they were already with their friends. I was afraid to not be understood or to be ridiculous. Hopefully, Erasmus students were obliged to be with Irish students in project groups and I met very friendly people with who I continue to communicate. They have completely helped me to integrate and considered me like an Irish student (no favor as concern parts of homework) but it was, I think, better to improve my English. The only problem is that, as they were polite and did not want to offend me, they did not correct me when I did mistakes (if they understood me) what is not good because I could not learn. 17
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7 - Weather In people mind, Ireland is known for its capricious weather and it is true. Obviously, the weather changes very frequently and it can be sunny in the morning and cloudy the afternoon. In the winter, it rains almost every day but the most annoying is the wind which is still present and which can be violent sometimes. That is why, it can be seen sunny days becoming cloudy and windy. Moreover, the wind can be really frosty in the winter.
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The Dublin Institute of Technology
In this section, I will present the academic part of the Erasmus year in Dublin
I - Presentation The Dublin Institute of Technology offers many opportunities for Case Studies. Students are able to carry out different courses among: •
Applied Arts
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Built environment
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Science
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Business
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Engineering
•
Tourism and food
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With a history stretching back over one hundred and twenty years, Dublin Institute of Technology has been recognized as a pioneer in technological higher education
II - The organisation At the end of the induction week, when it was the time to choose subjects, we encountered several problems. Nobody could give us information about modules which accepted Erasmus students and about our obligations (choose 1st, 2nd or 3rd year courses) to validate our diploma. Given that it was the first year for my coordinator, he did not know how it happened and I had been obliged to send an email to Miss Sigal to get more information. Furthermore, timetables were not available and were dispatched in the university so we did not know which courses we could undertake and their schedules. Therefore, we had to wait two weeks before choosing our modules. When I arrived in the classes, I was two weeks late and Irish students already knew each other which did not facilitate my integration. The registration for the library was well longer than for Irish students and we had to wait to obtain our student card. This one was necessary for me to buy my student travel card which allowed me to have reductions on the tramway travels. Moreover, I was confused because, at first, my coordinator told me that my French university depended on the DIT of Kevin Street and I started my courses in Aungier Street. Everything was confusing and I felt a little bit lost. But after, I understood that Kevin Street was the college for the students in business and languages and that Aungier Street was for the students in Business like me. It is true that, at the beginning, it is stressful because we had 21
the impression that nothing was planned and I remember how I was angry about the organisation. However, the rest of the term went well.
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III - Choice among different Modules Eight undergraduate Degree Programmes are proposed in the faculty of business •
Business and Management
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Marketing
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Accounting and Finance
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Management ( Retail and services Management)
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Supply chain management
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Business studies
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Business computing
The majority of my courses belonged to the modules 365/3rd year: business and management and 341/3rd year: Marketing. Then I chose English course for Erasmus students, German and Consumer Behaviour in the module 555/2nd year.
IV – Assessments
Overall, the assessment was divided into two parts: - The first one concerned the coursework element (30 or 40% of the final mark). This is a project lead by a group of four or five students (Erasmus and Irish) or it may be an individual essay. In the subjects that continued in the second semester, mid year exam (1hour and half) completed the project or the essay. - The second one was the final examination (three hours) which accounted for 60 or 70% of the final mark. To review, sample questions were given in the website of the DIT in order that students have an idea of the most important topics. Before examination periods, we received at home a document to bring the day of the exam with our student card. This paper indicated the room and the schedule of the exam.
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The examination tested the module content. I was expected to demonstrate the sound level of subject knowledge, the evidence of background reading and the ability to analyse and to construct a logical argument about three or four subjects chosen.
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V - Language Studies
1. English for Erasmus students (5 ECTS per semester)
After a test to classify students according to their level of English, I have been accepted in the intermediary class like the majority of French and Spanish students who had a low level. The class was divided into two groups. The first semester, my teacher was Bunny Richardson. We had two hours each Tuesday. At the beginning, we had to speak together in English to communicate and to discover each other. Then, each Tuesday we had an oral to present in front of the other students and we were recorded. Actually, our teacher prepared a thesis about the English pronunciation of foreign students. I remember having done an oral with a power point about the “Pays Basque” where I explained to foreign students the varied traditions, gastronomy and activities of this region. During this course, we also learned how to argument a text, summarize, give our opinions. We also reviewed tenses and prepositions in English. Finally, we had to listen to a short interview in the website of the BBC and write a summary about. This homework was very useful on the hand for the comprehension and on the other hand for the writing. We were obliged to familiarize us with the different accents of people who spoke in the interview. The level was not very high and we learned for the second time what we had already learned in secondary school. Notwithstanding, it is still useful to review some fundamental rules and expressions. For the final test of the first semester I obtained a mark of 75%. The exam was made up of three parts: •
listening comprehension
•
grammar and correction of sentences
•
expression
During the second semester, I had been obliged to change and to follow course of another teacher: Noel Denney because Bunny Richardson stopped. 25
In his class, we did exactly what we had already done during the first semester and consequently it was a bit boring. I missed one or two classes because of my job and two or three classes at the end because of evaluations in France to integrate a business school (Passerelle and Tremplin). That is for this reason that he refused to accept me in the exam room at the end of the year. I did not care because I had too many credits to validate my year but I did not accept it because I had worked during this semester. Therefore, I did the exam even if he told me he would not correct it, thinking that he would changed his mind. The exam was divided into two parts: written and oral and when I came to do the oral (at 9p.m because I was the last student on the list and after one hour in the tramway to go to the city centre) he said to me that he did not accept me and left. That is why I did not have my credits in English for the second semester. Curiously, I was not the only student in this situation. 2. German (5 ECTS per semester)
I chose this subject because I had not studied German language for two years and I knew that I will need to speak it to pass oral examinations in order to integrate a business school next year. Therefore I decided to choose the intermediary German class. I had forgotten almost all the vocabulary and it was very hard for me to communicate or to understand the teacher. Moreover, when the words were translated, it was in English which was not as easy as the courses I could have had in France. However, I obtained the mark of 60% for the first semester (I still not have the one of the second semester). The exam consisted in an oral and a written. It concerned all subjects that we had seen in class such as the life of intellectual German people (Hertz, Heinz or Marx) but also German composers like Beethoven or Bach, famous writers and politicians… It was very interesting and it allowed me to learn some words and expressions. I also discovered Germany throughout movies and broadcastings. I remember one of them which consisted in electing the most beautiful and famous place in Germany. Thus I discovered Munich, the national museum of Berlin, and many other main cities of this country. Finally, this course permitted me to be able to speak and understand better during my oral examinations in France. Even if I do not have yet a good level 26
in German, it is not a disastrous and I was not as afraid as before of speaking in German.
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VI - Module 365/3: Business and Management All the subjects of this module finished at the end of March because Irish students must have a work placement from this date to the end of the year.
1. International Economy (5 ECTS for the year) My class took place on Tuesday and Thursday afternoon. A module consists of a lecture, given by a teacher in an amphitheatre or a class room. This subject accounted for 5 ECTS. I chose it because it permitted to have an international approach of the global economy which seemed to be very interesting. However, the teacher was a bit boring and spoke very fast. First, we had an essay about trade disputes between China and European Union between 1996 and 2006. It must be a 2500 words essay. What was most difficult was to make research in English to find information about the topic. I used internet sources but also some books and database of the library. The second assessment was a MCQ test in the mid of the year, in January. We had to review all topics seen in class. Notwithstanding, according to sample questions that the teacher gave us, the answers were not in our notes and we had to find them on our own. Therefore, with other students we tried to find the answers of the sample questions using internet and books in the library and we succeeded in finding them. Hopefully, some of the sample questions were in the final MCQ test and students who did not make effort to search the solutions have lost points. In this course, I learned some topics I had already learned in France for my certificate level (speciality in economy) but I learned also new things, especially about Irish economy and the impact of the introduction of euro. I think it will be very useful for me to know some economic term in English and to be able to speak about Irish economy.
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2. Marketing Management (5 ECTS for the year) My class took place on Wednesday in an amphitheatre with around 50 students. I chose this one because after trying it, I found the program very interesting and I understood relatively well the teacher. It is clear that this criterion was very important in my decision to choose this or this course rather than another. The main topics of this subject were: The brand and different marketing techniques to form a strong brand with an identity and a good reputation •
The knowledge of varied strategies for marketing
•
The role of marketing in politic, for non profit companies and for financial services.
•
The importance of advertising and the role of the members of the decision making unit.
The assessment was divided into three parts: The first one was an individual essay which represented 20% of the final mark. It consisted on choosing a strong brand or a brand with difficulties and to make a presentation of this one, an analysis of its strengths and weaknesses and a critic. The final essay totalled 3800 words. It was a very hard project and I spent a lot of time to realise it. I choose the brand of Ferrero: “Nutella” which is really famous in France, more than in Ireland. I wanted to discuss about a brand that I liked and as I am greedy, I choose this one. The second assessment (10%) was in the mid year exam, in January. The teacher gave us sample questions to know which topics were the most important. It composed of three questions and we had to answer two only during 1 hour and half. I remember that I found it difficult. The questions I chose were: -
Imagine that you are a marketing manager for a text book publisher who intends to establish sales to colleges and universities. How would you apply the model of business buying behaviour to help you design a strategy for marketing to your potential customers?
-
Your local political representative is planning a marketing campaign for the next election 2007. Prepare a short report for him/her, outlining the 29
main issues that should be addressed, bearing in mind that “the business of politics itself needs marketing”.
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It was not easy to explain in English by being coherent and clear. Moreover 1 hour and half for only two questions meant that it was necessary to develop profusely my argumentation. Finally the last assessment was the final exam for 70% of the mark. It was in March because Irish students had a work placement from April to September. It was the same kind of exam than the mid year one but in 3 hours and concerning a larger number of topics. We had six questions and must answer four. I found it easier. May be because I had already improved my English and I was more confident. Moreover, I was more familiar with Irish examinations.
3. International Management (5ects)
This course was focused on international managers, the different techniques and the necessary knowledge to become a good manager abroad. During the first class, students had to find a group for the project. I was seating near a group of Irish students composed of two girls and two guys and I asked to them whether I could belong to their project group. We had to choose a country and to examine which problems could appear for a woman manager in this country. This analysis was to be based on Hofstede’s cultural dimensions including: power distance, uncertainty avoidance, individualism or collectivism, masculinity and long term or short term orientation of the country. With my project group formed essentially of Irish students, we chose Dubai and I was in charge of the power distance part. We met us to work after class and it was very useful to improve my English even if it was not still easy to understand them. Irish students speak very fast and do not articulate so it was more complicated to understand them rather than teacher. We did a report about Dubai then we presented our project with a power point in front of the class. I was extremely nervous but, apparently, they said to me that it was fluid and understandable. I had rehearsed many times at home and I knew perfectly my part. The teacher was very happy that I had made the effort to not read my notes during the oral.
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As for the other courses of this module, I had a mid year exam in January and the final exam on March. I have been very disappointed about my mark for the mid year exam (41%) because I knew perfectly my notes. The teacher explained me that I had too much wanted to show that I had knowledge which had entailed answers out of the question. Of course, I was not the only one Erasmus in this situation and my mark was correct in comparison with other foreign students but I was really disappointed to have work as I did to obtain a passable mark.
4. Management Accounting (10 ECTS)
I do not like too much mathematic but a friend of mine told me that it was not really hard and very interesting so I tried this subject and kept it. Indeed, this course was not only mathematic but also an analysis of decision which can be taken in a company in term of costs and opportunities. We learned many methods to analyse performance of a firm and to be able to take good decision in order to make profit and realise benefits. The assessment was divided into two little examinations during one hour and half, one individual project and a final test. When I was in class I did not understand calculations because the teacher was too fast. In fact, normally class lasted 1 hour but it was still thirty or forty minutes with her. Maybe she was pressed to finish. So I tried to do the applications at home and given that it was relatively easy I succeeded. For the exams, I did for a second time all the exercises done in class. For the final exam, I was in the examination room and a woman asked to me if I was in Advanced Management accounting. As I did not know that there were two groups I answered “yes” and I took my exam paper. When I have seen the exam I was afraid because I had the impression that I had never seen some of the topics. Thus, I said to my friend beside me: “it is very hard, she is not nice to do that” and she replied me that she was agreed. After thirty minutes, a supervisor announced that there was a mistake in one of the subjects. It is at this moment that my friend has looked at me and said to me that she did not have the same exam paper than me. I understood that it was a mistake and that I did not have the good subject. I changed it and it was really easier. It is one of my funny experiences in Ireland and I think that I will remember for a long time.
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5. Market research (10ECTS)
This course was based on the research of methods for surveys. It was focused on questionnaires’ analysis. The first assessment consisted in creating a questionnaire. I was in group with an Irish student and we choose our topic. We created a survey about satisfaction of students who used the Gym facilities of the DIT. After presenting our survey, the reason of this choice and a study of the market, we created the questionnaire. Then we went to the gym to interview users. We collected more than 50 questionnaires. After, we classified the answers and analysed them with SPSS software. We interpreted results and demonstrated them with graphs and tables. It was a long work but funny to realize. The questionnaire was due to be coherent and simple to be understood. Furthermore, we must use different kind of questions to vary and alternate between open (which allows the respondent to answer what he/she wants) and closed questions (where the answers are proposed to facilitate the choice of the respondents). The second part of the assessment was the final exam on March which was focused on class notes. I was anxious for this exam because there were too many things to review and it seemed to be impossible to learn everything especially after having already passed 4 exams before this one.
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VII - Module 341/3: Marketing 1. Perspective on international Marketing (5ECTS)
I chose this subject for the international perspective. Moreover, the teacher was Chinese and therefore her accent was easier to understand. There were some topics that I had already learned in my French IUT but not all. We studied trade barriers, trade politics, logistic and transport between different countries and partnership between them. We studied also the various organisations that controlled international exchange and their role in the world. The first part of the assessment was a project about Ryanair Company. The purpose was to analyse this firm and to explain whether it could be implanted in China and finally explain according to our response. I was in group with three Irish students who were very funny and nice and I was in charge of the part presenting the company, its strengths and weaknesses. Likewise the other courses, we finished with a final examination which tested our knowledge about various subjects studied. 2. Strategic Marketing (5ECTS)
This course started in the second semester and I chose it because the majority of my courses were finished on March and I did not want to have class only two or four hours per week. I did not have examination for this one, only a group project and an individual essay. For the group project we had to choose between 6 subjects. We took the Porter’s determinant subject. I did the part which consisted on finding example in the real life to illustrate the theory of Porter. It was not simple because I cannot find that in books, I had to imagine and search which firms and products could illustrate Porter’s thesis. I would prefer to have a part more technical which consisted in defining and explaining the principles of Porter’s theory but Irish students gave me this one and I did not dare to ask to change.
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The individual essay was also focused on one of these six subjects. Of course, we could not choose the same. The work asking was also shorter than the first (only 1500words).
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3. Consumer Behaviour (5 ECTS) This subject was proposed for the second semester. I had already followed this course with 2nd year students and it had been very interesting. That is why I decided to pursue this subject during the second semester with 3rd year students. We studied psychological aspects of the buying decision, consumers’ motivations, their needs and desires. We studied also the Freud’s psychoanalysis. I think that it was my favour course. Moreover, the teacher was very funny. His class was interactive and lively. The assessment was only composed of a big group project. The topic of mine was the pre-purchasing decision. We had to analyse which factors entailed the buying decision and how companies could influence the decision of final consumers. For this project, many researches in the library had been necessary and many hours of work. But it was really interesting to do.
In conclusion, I can say that it was very rewarding to study in Ireland. Sometimes, I studied the same topics that I had already learned in France but it was from another point of view. For example, in Economy, we discussed about the Growth Pact Stability but I studied it from the Ireland’s view. Indeed, it was focused on its impact on Irish economy. The teachers have also different way to explain and learn and the assessments are different than French ones. In Ireland, timetables are not full like in France but it is very important to make research, to read books and articles to succeed during examinations. They give more importance to the individual work and privilege project, especially group project with oral presentation. Finally, Irish system is less strict than French one. Sometimes, it was even chocking to see students who arrived 30 minutes after the beginning of the class. Furthermore, they can eat and drink during class. Notwithstanding, as I learned during my International Management class, France has a larger power distance than in Ireland which means that the population is more used to respecting rules than Irish.
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My trips
I - Galway I visited the county of Galway during a week with friends. The city of Galway is as well called Cathair na Gaillimhe in Gaelic which is the translation of “City of Galway”. This city is located in the west coast of Ireland. We went by bus (three hours) and slept in a hostel. The travel by bus was really great, probably better than by plane, because we could have seen the real Irish landscape. Before, we had only seen Dublin which is a capital city but this trip showed us the true Ireland and it was amazing. Galway is often considered to be the “Cultural Capital of Ireland”, and is world renowned for its vibrant lifestyle and numerous festivals, celebrations and events. Indeed, I had been during the Jazz festival and it was very lively. I found that Irish traditions (strength of its Irish language, music, song, dancing) were more present in this city than in Dublin. This may be explained by the fact that the number of immigrants is not as important as in the capital city. Moreover, I read that more than the average of the population could speak Irish which reinforced the idea that they are really attached to their traditions. I have seen the Galway harbour that is the most central port on the West coast of Ireland and the beautiful church of Galway. Then after eating the famous fish and chips I have been in a typical Irish pub to listen to an Irish band. The sound was brilliant and the atmosphere very great. Indeed, Galway is known to be very rich in musical scene.
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II - Cliff of moher
The next day, we took a bus tour to go to the famous “Cliffs of Moher”. We took the bus on the morning. The travel was commented by the driver. At first, we stopped to visit Aillwee Caves. It was not an obligation to visit because we must paid to enter but I did it because I was here to see the maximum of things. And I do not regret because it was impressive. We have seen waterfalls and stalactites. We also stopped in front of a beautiful castle to take some pictures. We had the impression that there was nothing around. The castle was here in the middle of fields and lakes. It was extremely relaxing and the atmosphere really quiet. Finally, we arrived to our destination the cliffs of Moher and it was spectacular. I had never seen something as beautiful as this landscape. The waves smashed against the cliffs and it was wonderful.
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III - The Connemara Lakes
The next day, I took another bus tour to go to Connemara or “Conamara” in Irish. First it stopped to the Kylemore Abbey that we could visit if we wanted like the Aillwee Caves and I did it. This place was incredible as by its architecture as its garden. Indeed, the Abbey was composed a garden, a church and the Abbey. Kylemore Abbey is located in the Kylemore Pass in Connemara, County Galway and has been home to the Irish Benedictine nuns since 1920. Later, they re-established the school here and it is still very much alive today. Actually, the Abbey was originally built by Mitchell Henry, in memory of his late wife Margaret who died young after effects of a disease. The Abbey owns a miniature cathedral, known locally as the Gothic church. What I liked in the Abbey of Kylemore it is this tranquillity and this return to the nature. Indeed, there were not many visitors and I remember that I could hear birds’
song.
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We stopped also in front of a castle, which are numerous in Ireland, and we arrived in front of Connemara lakes. It was so peaceful and quiet. Connemara is one of the most scenic regions in Ireland. Many visitors come to Ireland to visit the beauty of this area, but are surprised to discover that they may not find it on a map. This is because Connemara is a not an administrative entity like a town or county. Connemara is one of Ireland’s most popular and memorable touring areas. Its unique landscape, varying settlement patterns, and dramatic contrasts of sea, sky and land are very amazing. The only sign of human civilisation is an electric wire and some sheeps grazing on grass peacefully. Unfortunately, the weather was bad but as an Irish man said to me: “If it was shinning, it would not be Ireland!”
I wanted to visit other places in Ireland as Belfast and Kerry County but with the projects, examinations and my job I did not find the time. However, I am sure that I will go back to visit what I did not.
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My Job
I decided to find a job after my mid year examinations. My different projects were finished and I needed to earn money to live more correctly. Consequently, after realizing my curriculum vitae in English with the help of my coordinator, I looked for a part time job. I started to give my CV in shops close to my university. When I arrived at the end of the street I had found one. It was the end of February. I entered in Rick’s Burger shop which is an independent fast food, take away and the manager proposed me to come back the next morning to start. I did not think that it could be as easy even if I knew that the unemployment rate in Ireland was very low. I was become the new cashier of Rick’s Burger, a famous place in Dublin because all burgers are prepared with fresh food (fresh tomatoes, lettuce, beef and so on)
I came at 10a.m the next morning and the manager explained me my tasks. The shop opened at 11a.m and I had one hour to clean it: clean the window, tables, the floors (upstairs and downstairs), toilets, and counter. Then I counted my till and the number of burger boxes, cups, foils containers and so on. Finally, I opened the door and started to work. I worked generally with a chief but when I worked on Saturday or Sunday evening, we were four or five employees in the same time because it was busy. Likewise, when I worked for St Patrick’s Day, we were four chiefs and two cashiers and I was busy anyway. On night time it was very hard because I worked from 7p.m until 5.am and the tramway, to go back at home, started a 5.30a.m so I waited alone in the street and I was a little bit anxious. Even if the atmosphere was very funny when I worked on night time, I asked to my manager to not give me night shift anymore because I found dangerous to
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wait in the street the first tramway. My timetable was flexible and my manager adapted my work time to my studies.
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The first week I worked too much: 36 hours further my courses (15hours) and at the end of the week I was really tired. Then I told my manager it was too much but he said to me that it was only the first week to test and teach me. After, I worked only Wednesday night from 7p.m to 5.am, Saturday and Sunday from 10a.m to 7p.m. Then it was only Saturday and Sunday because, on March, I had to prepare my examinations. After my examinations, I had only eight hours of class and I could work more frequently.
In Ireland, I was paid every week. I think that it is better than French system because many French people do not have enough money to eat at the end of the month. Indeed, overall, they have already spent their salary. In comparison in Ireland, as you are paid every week, it is easier to manage your expenses and it avoids being in difficulties at the end of the month.
To get back my taxes and to be declared by my employer, I had been obliged to go to the social welfare in order to obtain a PPS number. Indeed, this number is necessary to work legally and to get back taxes which are taken from the wages. The Irish system is completely different from French one. Before coming back in France I went in the Tax office and I reclaimed the application to get back my money that I received directly in my last wage. To obtain my PPS number I needed my ID but also a letter from my agency, which confirmed my address in Ireland, and the registration number of my employer.
In conclusion, this job experience in Ireland allowed me to earn money but also to meet nice people, to learn some new words and to practice English language. I just regret to not have found this job before the end of February because I would certainly have more improved my English and save more money because the life is very expensive in Ireland.
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Critical Analysis
This year in Dublin will be an unforgettable experience for me. I did not think I was able to integrate a foreign life so quickly. It went extremely fast. However, the problem in Ireland is that there are too many French in Dublin but in the DIT as well and it has been very difficult for me to improve my English because I have too much spoken in French. I know that it is my fault because I could try to not speaking with French Erasmus but when I arrived in Dublin and I knew nobody, nothing I searched the ease and I regret it. I have met French Erasmus who are become my friends. Even if I was in project with Irish students and I met also foreigners, I was the most of the time with French people and that is why I did not improve my level in English. I thought that I would come back in France fluent in English but I am not and I am a bit disappointed. It is sure that I have learned new words and expressions and that I understand better English speakers but it is not as I hoped. If I could do this year for a second time, I would try to speak more in English and to integrate to Irish students. As concern the university, I think that it is necessary to improve the organisation because it was a real disaster at our arrival and Erasmus students felt lost. It is important to inform students in order to reassure them. Moreover, it could be great to propose English course with a real program and more useful than these one.
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Conclusion
In conclusion, this year has been a formidable experience and I do not regret my choice because I learned a lot about this country, its culture, and its populations but also about me. As I said previously it was like a challenge for me and I overcame it. It was easy not every day and I felt sometimes a heavy pressure. I lived many experiences, I visited a lot of things in Dublin, in Galway County and I met many nice people. I will not forget my year in Dublin even if I am disappointed to not have improved my English as I wanted and I will not forget as well Irish friends that I have let in Dublin. It was a marvellous experience which gave me a main advantage in the future. I do not think that I will stay in France until the end of my studies because this year gave me the desire to discover other countries, other cultures and traditions. Moreover, I still need to improve my English and the next time I will go in a little town or village to not meet French people and speak essentially in English.
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Some advices to live in Ireland
Overall, Irish people are used to pay in cash and do not use credit card as in France. For example, I was paid in cash every week so I did not need to open an account in Ireland but it depends of the employer. It is advised to share a room or a flat to not pay an expensive rent. You can find ads in the website: www.daft.ie. Moreover, you should avoid signing a contract for one year if you stay only nine or ten months even if your flatmates tell you that you can find someone else to replace you at the end because some agencies or landlords can make problems and you could not get back your deposit. (It happened with a friend of mine). When you look for an accommodation, think to add the price of transport if it takes place far away from the city centre because it is very expensive: 48 euros per month for the tramway and 64 euros per month for the tramway + bus. To benefit of these tariffs you have to buy the student travel card (15euros). Moreover, the passage of buses is very irregular and you can wait sometimes thirty minutes before having one. The cheapest company to travel is Ryanair but you have to buy your ticket in advance to benefit of the best price. I have already paid only 25 euros return from Dublin to Paris or Biarritz. To go to the city centre you can take the bus n° 41, 16, 16A (1.90euros, around 45 or 1 hour to go to the city centre) or the Airlink bus (6euros) which is direct from the airport to the city centre (30 minutes depending on the circulation). It is necessary to have coins because the driver does not give back the change. Do not think that you have the time to visit Ireland because the time goes very fast and it is the end before you realize. Do not think that you have the time because you do not have many hours of class, it is necessary to provide an individual work and to 47
make research to succeed during examinations. Read article and references given by teachers.
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Annexes
Example of projects and essays
Emilie TEIL Erasmus student D06111334
Strategic Marketing “Offensive and defensive marketing strategies. Market leadership versus challenger strategies. Pioneers and first mover advantage. Market niche and harvesting strategies.” Market leadership versus challenger strategies According to Lawton (et al) 2007, they determined the challenger strategy as the ‘Breakout’ strategy. The market challenger will have a substantial market share but not as much as the market leader and will therefore challenge the leader in an attempt to obtain the market leader title There are two strategies available to market leadership: the first is to expand total market share with new customers for example or new use of the product or service. The second one is to obtain new customers using a market penetration strategy which consists on attracting users of competitors’ brand. For example Mc Donald and Burger King have been fighting for the top spot in the fast food market for years as a result from time to time may try and take each other customers. They can also use a new market segment strategy which involves to target new segments or geographical expansion strategy. To obtain market share, company can try to give a new use to the product to increase sales and attract new customers. If customers use more the product, they will buy more often and the company could make more profit.
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1- Offensive and defensive marketing strategies There are different approaches of offensive and defensive strategies: A- Offensive marketing strategies: The main purpose for the challenger is to gain a foothold in the market by using an offensive strategy. Obtaining market share is relevant for a firm. However, It can also be used to obtain key customers, high margin market segments or high loyalty market segments. The first method which can be use is a frontal attack which focuses on the competitors’ strengths rather than the weaknesses. Thus, usually a test of endurance starts for the two companies. However, this method is suitable only when the market is consistent. Moreover, it is very expensive for the firm. The second one is flanking attack. The challenger can focus its strong areas against the competitor’s weaker areas. Indeed, the challenger must find weaknesses in the leader’s strengths and attack these. An example, found in Kotler, is the case of Unilever and P&G. Indeed, the first one, although it was the leader, launched a complete frontal attack in the detergent market against P&G with aggressive promotion and distribution efforts. Another strategy is encirclement attack. As it is called, it consists in attacking competitors in all directions. Of course, it implies for the challenger to have sufficient resources to spread them into different areas. Bypass strategy is more indirect way to attack competitors. It is a slow process but efficient which involves bypassing the competitor’s forces altogether. For example, the challenger can diversify into new market, with new products or services and maybe new technology. It is a way to wait to have a better attack later. Finally, an example of guerilla attack is Richard Branson who is known for this type of strategy in which he makes small, periodic attack demoralise the competitor with the hope of establishing more permanent footholds. (Kotler). It is used by small companies against larger but it is a very expensive method which cannot be used in a permanent way. B- Defensive marketing strategies Leader company has to take some measures to protect its current business from competitors’ attacks and especially against challenger ones. For example, Ryanair, low-costs airline company, will have to defend against its main competitors Aer lingus by alleviating and preventing any weakness which could be opportunities for challenger to attack. There are different defence strategies as position defence which is the most basic way and which consists only in defending its current positioning the market. It results in the implementation of barriers to market entry around a product or a brand. This strategy is risking but can be used when competitors have limited resources to attack. A flank defence is more to identify own weaknesses to take appropriate actions to defend these vulnerable areas. It consists in avoiding flanking attack by redeploying resources in weak areas. Another strategy is counter offensive defence which is more reactive method where the purpose is to neutralise effects from competitors for example. Company can also set up a pre-emptive defence which means discouraging competitors by making a short term sacrifice such as reducing price of a product in order to repel an attacker. That implies that the company has a relatively bigger competitive advantage insomuch the challenger cannot be as competitive as the leader in term of price. A mobile defence can also be used and is more pro-active defence in this way that the leader will expand into new markets so that there will be future bases for defences and attacks. The goal is to create a moving target and thus make attacks from competitors very difficult. Finally, a contraction defence means that the firm concentrates the major party of its resources in its strong areas. It is particularly the case for large company which knows that they cannot defend in all their areas because they are too numerous.
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2- Pioneer and first mover advantage A- First mover advantages “To capture a first mover advantage, it is important to hit the market first and invest to build position. While high initial prices may be an attractive way to capture margin and recover development costs, a low-price strategy may serve to build share and thus construct a more daunting barrier to follow.” (David A. Aaker) Even if it implies an initial cost relatively important due to the fact that there is no market development before. But that means also that you have the control of price which means high margin for the firm. It allows also the company to build and reinforce a reliable customers databases and relationship to limit the entry of competitors and make it more difficult for them. B- Pioneer advantages A pioneer company is one which develop products or services to meet the demand of consumers before they realize they need them. At the beginning, pioneer company is, therefore, in a monopolistic situation. However, these firms are considered as risk-taker and an important initial investment is required. In contrast with pioneer firms, followers have the advantage to have a R&D cost relatively lower with less risk because they have the confirmation of product or service acceptance and have the opportunity to analyse consumers behaviour before the launch.
3- Market niche and Harvest strategies A- Market niche There is no consistent definition of niche marketing, Kotler defines it as « a more narrowly defined group seeking a distinctive mix of benefits. That niche markets are usually constructed by dividing a segment into sub-segments and that the key issue is niche marketing is specialisation”. Webster’s Dictionary describes a niche as: ‘a recessed space or hollow; specifically a recess in a wall for a statue or the like, any position specifically adapted to its occupant’ and Shani and Chalasani define niche marketing as “a bottom-up approach, meaning that the marketer starts from the needs of a few customers and gradually builds up a larger customer base”. Therefore we can say that a niche is where firms concentrate their efforts on servicing a sub-segment of the market in which they operate that is not served by competitor’s products. Characteristics of a niche are often: a small size, a focus on individual and a fulfilment in specific needs. Although in 1970’s mass consumption and mass market were relevant, nowadays, due to the importance of customisation, moving of minds and individualisation, more and more small market are created. They require innovation and creativity to respond to new consumers’ motivations. According to Kotler, « a niching strategy is based on specialisation. It is specialisation that is at the heart of effective niching. Through specialisation, a nicher should be able to defend itself, against any major competitive attacks, through the explicit understanding of customer needs and customer goodwill created. » A good example is Roll’s Royce which specialize in the luxury automobile niche. Another example is Body Shop, when the first shop was opened it was aimed at servicing a sub-segment of the cosmetics market, it did this successfully and grew into a large multi-national company. In a niche market, customers have specific needs for which there is no substitutes and for which they are disposed to pay the price. Moreover, niche marketers gain economies through specialisation and make an high profit with a growth potential. To be efficient, it is necessary to favour customers relationship, to have an efficient use of R&D resources, to be creative, to be extremely flexible and to search perpetually the improvement of products.
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B- Harvesting Strategy “A harvesting strategy is a process of gradually letting a business wither, in a carefully controlled and calculated fashion. Typically, businesses being harvested are managed in such a way that they produce cash flows that can be diverted to businesses elsewhere in the corporation that have more promising futures”. (Miller and Dess). The main purpose of this strategy is to generate cash flow by reducing investment and other expenses. Furthermore, price can sometimes increase in order to maximize cash flow. It means the application of different tactics to maximize cash flow even if sales are stagnant or failing such as cutting expenditures, limited R&D, advertising, reducing marketing efforts and so on...This method is used particularly by firms which in declining markets, where no long-term future exists. Jobber describes the conditions that makes harvesting an attractive strategic option for firms: - Market is mature or declining: the market the company or product is in is stagnant or declining and there is no long term future. The companies best option is to milk it’s product to generate as much profit as possible, the extra profits can then be used to develop other potentially profitable units of the business. - In growth markets where the costs of building or holding exceed the benefits: the market is growing but expanding the business to enable a growth in market share is deemed to be too problematic, the companies best option is to implement a harvesting strategy; low costs and high profits. -Core of loyal customers: market declining, yet within the market still exists loyal customers who are still willing to buy products even without sales promotions, advertising, or improvements to products. - Future breadwinner exists: when a company has developed a product that when launched will be a market leader and replace the existing products. This enables the company to milk the market with the existing product without worrying of the future ramifications due to the strength of the new product.
References •
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. Principles of Marketing, 3rd ed.
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Murray, J.A., O’Driscoll, A. Strategy and Process in Marketing,
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http://www.tutor2u.net/business/strategy/ansoff_matrix.htm
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Kotler, P. (1989) Marketing Management, 7th Edition, Prentice-Hall
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Porter, E.M, Competitive Strategy.
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Jobber, D Principles and Practices of Marketing, 4th Edition,
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www.emeraldinsight.com
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www.wikipedia.com
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My student timetable
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Student travel card and student card of the DIT Aungier Street
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Dublin city centre map
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Cliff of Moher bus Tour programm
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Abbey of Kylemore
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