CBE Professor Theofanis Varvoglis Guest Lectures at the University of Mons

2 min read

YEREVAN, Armenia — The globalization of higher education has become increasingly important in the 21st century, as universities around the world seek to provide students with a broader, more comprehensive global perspective on various topics. In line with this trend, the Manoogian Simone College of Business and Economics (CBE) Professor Dr. Theofanis Varvoglis was recently invited to the University of Mons in Belgium to teach a three-day case study in international marketing at the Warocqué School of Business and Economics Master’s in Management program.

More specifically, Dr. Varvoglis was asked to run a case study on “WineWorks: Catalyzing the Rebirth of the Armenian Wine Industry case.”  This case was authored by EPIC Director and CBE Professor Dr. Michael Kouchakdjian and Dr. Martin Galstyan, adjunct lecturer at CBE and governor of the Central Bank of Armenia, in collaboration with J.B.M. Kassarjian, professor emeritus of management at Babson College and professor emeritus of Strategy and Organization at the International Institute for Management Development in Lausanne, Switzerland.

The WineWorks case study explores the challenges facing the fast-growing Armenian wine industry and, specifically, the key strategic decisions that confront CEO of WineWorks, Vahe Keushguerian. Dr. Varvoglis noted that the group of 70 students he taught were bright, and had a clear understanding of international marketing having studied earlier a case from another country. He also highlighted the value of having our own case study in this field.

In addition to presenting the WineWorks case, Dr. Varvoglis shared with students his latest research, which aims at redefining the role of marketing. Marketing has traditionally been viewed as a way to promote products and services, but Dr. Varvoglis is considering a new paradigm that emphasizes co-creation of value with customers. This approach involves a shift from a transactional to a relational perspective, where companies work with customers to create mutually beneficial outcomes.

Dr. Varvoglis’s visit to the University of Mons speaks to the benefits derived from international collaboration in higher education. Through the WineWorks case and his latest research, he shared with students the potential of marketing to drive economic growth and promote cultural exchanges. As universities continue to seek out new opportunities for collaboration, they will play an increasingly important role in shaping the future of higher education and promoting global understanding.

Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate, graduate, and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.