When Business Students Become Global Strategy Consultants

Eileen Daspro, PhD, clinical professor of international business, helms the Knauss School of Business course International Management Consulting. It was designed with one specific goal in mind: give students real-world international business experience — right from home.

How? By working with San Diego-based businesses that are expanding into global markets. The course was uniquely created in response to the challenges of global mobility during the pandemic, and offers an immersive, hands-on experience with actual clients, company data and global industry statistics.

“From selecting the most promising overseas market and pricing products for international customers to choosing the ideal distributors abroad, students navigate the complexities of global business,” Dr. Daspro explains about the course. 

This past Fall 2024 semester, student teams partnered with Cymbiotika, a locally based wellness company in the consumer-packaged goods (CPG) industry, to strategize for the company’s success abroad—an invaluable opportunity to apply classroom learning to a real-world business challenge.

Business Immersion: First Steps

For the project, student teams collaborated with Ammar Hotic, Cymbiotika’s director of sales, to learn about the company, including its products, business model and promotional practices in the United States, as well as the vitamins and supplements industry overall.

“This direct interaction provided valuable insights into the company’s operations, strategic priorities and vision, enabling us to tailor our recommendations to their specific needs effectively,” says Olivia Robinson, a student consultant on the project and a senior majoring in marketing. 

According to Dr. Daspro, “the better the students understand what makes Cymbiotika successful domestically, the more prepared they are to assess whether that formula for the company’s success will translate into success abroad and, if so, what adaptations might be required.”

“The things being taught in class went hand in hand with our research for Cymbiotika,” adds Brooklyn Harrel, another senior majoring in international business. Students analyzed case studies that paralleled the project, allowing them to explore practical approaches to market expansion and refine strategies and decision-making processes. Guest speakers, Aron Davidson from the U.S. Commercial Service and Gina Oliveri from KPMG, helped bridge the gap between academic concepts and industry practices.

To assist with students’ research further, the Knauss School of Business provided access to its numerous specialized international business databases. This helped with understanding global markets, overseas industry trends, tariffs and product regulations, which are especially important in the supplement industry with global competitors, potential distributors and retailers.

Between tackling weekly tasks and consulting with Ammar at Cymbiotika regularly, the semester-long project resulted in one final deliverable: a comprehensive international market entry plan for the client.

Fresh Eyes, Real Solutions

“I was very impressed with the students’ work,” Ammar says of the 70-page report and polished presentations given to Cymbiotika. “Their thorough research, creative ideas, and strategic recommendations demonstrated a strong understanding of the complexities of the CPG industry.” Particularly in the areas of emerging market trends and consumer behavior analytics, he notes, “they highlighted aspects that we may not have fully considered internally, offering fresh perspectives that could influence our strategic planning moving forward.”

Olivia describes creating the foreign market entry plan into Brazil as “one of the most enriching and eye-opening experiences of my academic journey.” It presented challenges, such as navigating Brazil’s intricate regulatory environment which, she says, “ultimately became some of the most rewarding aspects—they pushed me to develop new skills, overcome obstacles and gain a deeper appreciation for the demands of global business.”

Going beyond traditional teaching methods, this bridge between academics and business creates a dynamic environment where students build confidence tackling global challenges while local companies benefit from fresh, innovative solutions.

As for working within a student team, Brooklyn found that the dynamic enhanced the entire experience. “Being able to collaborate with a group of our peers and learn to delegate different tasks, as well as collaborate to build the reports, was a positive challenge. Throughout the semester, our group definitely grew together and learned how to support each other.”

Careers in the Making

Dr. Daspro also notes that alongside building international business expertise, students gain a full understanding of the consulting profession, sharpening their ability to understand client needs, manage relationships and lead intricate global projects.

For Olivia and Brooklyn, the project transcended course credit—it equipped them with tools they will carry into their careers. “This class, project and the support of Dr. Daspro helped me develop more confidence within my research skills, international business skills and my ability to communicate professionally with a business like Cymbiotika,” Brooklyn says. 

That is precisely the intention. As Dr. Daspro says, “the course empowers students with invaluable practical knowledge, where they can both add insights and also showcase their skills to future employers—preparing them to stand out in the competitive world of international business.”

— Katie Payne