Recognising trends and getting your company fit

How can small and medium-sized enterprises benefit from digital media? How can they optimise marketing? And how can they find and retain qualified personnel? Turkmen alumni discovered the answers to these and other questions in a series of seminars organised for them by the Manager Training Programme.

The rapid technological developments shaping our everyday lives and the business world also come with new challenges for SMEs. Digital marketing tools like search engines, company websites and social media are growing in importance for successfully communicating with target groups, and qualified employees are an essential element of entrepreneurial success. This also applies to joint ventures with German companies. Against this backdrop, Turkmen Programme alumni learned about current trends in human resources and marketing in three online seminars in August, where they also expanded their management and IT skills.

Arslan Djorayev, an HR specialist from Turkmenistan, spoke about human resource management. He addressed recruitment, designing work processes, performance evaluations and employee motivation, and discussed various leadership and working styles, as well as how to deal with stress and conflicts. "I work in human resources myself, so I have really enjoyed this interesting seminar. I learned a lot and would like to continue to improve my knowledge and skills on an international level," one alumna said at the end of the course.

Alumni learned all about marketing in a seminar with trainer Daniil Maykovskiy. He explained how to develop marketing strategies and introduced current market research methods as well as market research and analysis tools. Finally, Turkmen alumni put their newly acquired knowledge to use by working on a case study. Irina Kuropas offered a two-day digital marketing seminar. The Ukrainian expert talked about digital marketing trends and tools. She provided tips on creating a company website which, participants learned, is more than a digital version of a paper business card these days. Along with search engine optimisation, Kuropas also addressed brand building on social media, life hacks, messenger services and creating chat bots. "If you want to do business on an international playing field, you have to invest time and money in a digital marketing strategy," she advised.

The Turkmen executives look forward to integrating all they learned in the courses into their work. "The seminars were really useful for our business. I’ll pass on what I learned and also recommend these courses to my partners and colleagues," one participant said afterwards. A team member added, "Knowing the trends and keeping up with the times is important to me, so I’ll keep attending these seminars in future." The interactive format was very positively received. "I’m grateful that we SMEs have so much active support and that the seminar content was presented in easily digestible information bites. The coaches were really good," one participant added. "These are very interesting topics and really relevant to our time. Thank you so much for the detailed presentation," Shagul Nepesova, representative of the partner organisation in Turkmenistan, said in conclusion. In addition to professional exchange with all the experts involved, the alumni took the seminars as an opportunity to network with each other and explore possible synergies for future cooperation.

The seminars were held by Arslan Djorayev (left), Irina Kuropas (centre) und Daniil Maykovskiy (right).

Photos: © Arslan Djorayev, Irina Kuropas, Daniil Maykovskiy