http://businessculture.org - Find out about business culture in Malta. This guide is part of the Passport to Trade 2.0 project which examined European Business culture in 31 countries looking at business communication, business etiquette, business meeting etiquette, internship and student placements, cost of living, work-life-balance and social media guide.

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businessculture.org
Business Culture
in Malta
http://businessculture.org/southerneurope/business-culture-in-malta/
Content Template
This project has been funded with support from the European Commission. This
publication reflects the view only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.
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TABLE
OF
CONTENTS
Business
Culture
in
Malta
.........................................................................................................
4
Xenophobia: being a foreigner in Malta ...............................................................................................5
International Business in Malta.............................................................................................................6
General Education ................................................................................................................................6
Educational standards ...........................................................................................................................6
Other Issues such as transportation infrastructure ................................................................................7
Cultural taboos ......................................................................................................................................7
Business
Communication
..........................................................................................................
8
Face-to-face communication .................................................................................................................8
Language Matters .................................................................................................................................8
Business Relationships ...........................................................................................................................8
Making contact......................................................................................................................................8
Personal Titles .......................................................................................................................................9
Business
Etiquette
..................................................................................................................
10
Corporate Social Responsibility ..........................................................................................................10
Punctuality ..........................................................................................................................................10
Gift giving ............................................................................................................................................10
Business Dress Code ............................................................................................................................11
Bribery and corruption........................................................................................................................11
Business
Meeting
Etiquette
....................................................................................................
12
Importance of Business Meeting .........................................................................................................12
Business Meeting planning ..................................................................................................................12
Negotiation process .............................................................................................................................13
Meeting protocol .................................................................................................................................13
How to Run a Business Meeting .........................................................................................................13
Follow up letter after meeting with client............................................................................................14
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Business meals .....................................................................................................................................14
Business Meeting tips ..........................................................................................................................15
Internship
and
placement
.......................................................................................................
16
Work experience .................................................................................................................................16
Internship and Placement advice ........................................................................................................16
Social security and European health insurance ..................................................................................16
Safety ...................................................................................................................................................16
Do I need a visa? .................................................................................................................................17
Internship and placement salary .........................................................................................................17
Internship and placement accommodation ........................................................................................17
Cost
of
Living
...........................................................................................................................
18
Money and Banking ............................................................................................................................18
Traveling costs.....................................................................................................................................18
Work-­‐life
Balance
....................................................................................................................
19
National holidays.................................................................................................................................19
Working hours .....................................................................................................................................20
Health insurance .................................................................................................................................20
Social
Media
Guide
.................................................................................................................
21
Search and Social Media Marketing for International Business .........................................................21
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Business
Culture
in
Malta
The following is a very short introduction to Malta. External links at the end of this page
provide you with more in depth information concerning different topics.
The following video gives you an overview of the general facts:
(http://www.youtube.com/watch?feature=player_embedded&v=iOAlNUzl1jI)
The Maltese archipelago located in the Mediterranean Sea, is made up of three main islands:
Malta, Gozo and Comino and two other uninhabited islands, Cominotto and Filfla.
The largest island is Malta of which Valletta, the capital, is the cultural, administrative and
commercial centre of the archipelago.
Malta is small and densely populated; the official population in 2011 is about 419.000.
The majority of Maltese people are bilingual and fluent in both Maltese and English. Italian is
also widely spoken. Official publications are written in both Maltese and English and most
business and commercial documents are in English. The main religion in Malta is Roman
Catholic, but freedom of religion is guaranteed as a constitutional right.
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The climate is mild and temperatures vary between an average maximum of 30 °C in summer
to an average minimum of 9° C in Winter.
Historically, Malta has been ruled by Phoenicians, Carthaginians, Romans, Byzantines,
Arabs, Normans, Castilians, Knights of St John, the French and finally the British.
The period of British rule began in the the early nineteenth century and continued for the next
160 years. Malta became an independent state on the 21st September 1964 and 10 years later
it was declared a republic. Malta is a member of the Commonwealth and of the United
Nations. In 2004 Malta became an EU Member State and from January 2008 it adopted the
Euro as the official currency.
The Republic of Malta is a representative democracy: the President of the Republic who is
also Head of State and has a mainly representative role, is elected every five years by the
House of Representatives. The Parliament is composed of the House of Representatives, (ilKamra tad-Deputati), which has 65 members elected every five years. The Prime Minister is
appointed by the President of the Republic and represents the Executive power.
The legal system is based on English common law. Judges are appointed by the President, on
the advice of the Prime Minister.
Since 1993 Malta has been divided into 68 local councils or localities which are responsible
for the administration of regions or cities. Most financial, fiscal and commercial legislation is
based on British law.
Malta has a diversified economy which relies mainly on tourism, financial services and
manufacturing industries, such as pharmaceuticals, electronics, light engineering and
healthcare.
Recent Government policy in the tourism sector has focused on diversification of the tourist
offerings promoting not only the ‘sun and sea’ aspects of Malta as a destination but also
emphasising the cultural and historical attractions for visitors.
The Financial Services sector has grown significantly and the Government recognises its
importance – in particular insurance, investment services, call centres and e-commerce.
Xenophobia:
being
a
foreigner
in
Malta
Maltese people are friendly and courteous. Like people of other Mediterranean cultures, they
are usually informal but they prefer to create an atmosphere of trust before doing business.
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During conversations and business meetings your Maltese counterpart may speak in an
animated and excitable way and this is just a normal manner of expression.
The Maltese have a strong sense of their own identity and yet are very Mediterranean with a
typical European life style. They are proud of their tolerant traditions and customs and are
very tolerant of other customs or religious beliefs. For this reason there are many mixed
marriages in Malta.
Malta has a rich cultural and social life that includes musical concerts, art exhibitions and the
traditional religious processions.
International
Business
in
Malta
Attitudes and values form the basis of any culture. They reflect the ways people think and
behave. Knowledge of a culture’s attitudes and values can therefore be of significant
importance if you wish to communicate with your Maltese counterparts effectively.
General
Education
The educational system is based on the British model: and public instruction is provided free
of charge. There are a large number of private schools and most of these are Catholic. Since
1987 following a Church-State agreement the instruction is also free.
Since 1974, education has been compulsory for all children between the ages of 6-10
(Primary education). On passing their entrance examinations, students enter Secondary
education and after five years (aged 16 ) they obtain the “Secondary Education Certificate”
(SEC). Once secondary education ends students can go on to study in a college or, if they
don’t pass their exams, they can choose to attend a HigherSecondary School or a specialised
private institution.
Tertiary Education is mainly provided by the University of Malta (UoM) which uses the
European ECTS credits system. There are also several Tertiary Education Colleges which
provide training in specific areas of study (Art & Design, Computer Technician and IT,
Engineering).
Malta is also a popular year-round destination for students to learn English as a second
language (ESL) and offers many program options.
Educational
standards
Opportunities and high quality education in Malta have been increased during the last
years. Government established many measures in order to ensure that both public and private
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education offered is regulated and audited. Lifelong Learning Education has become very
important in Maltese Education system.
Many courses have been implemented to enable people who have studied years ago to
continue developing their competencies and skills.
Other
Issues
such
as
transportation
infrastructure
Smoking etiquette. Since the introduction of a smoking ban in 2005 smoking in all enclosed
public places is prohibited.
Mobile etiquette. People often use their mobile phones in public places. It is illegal to use a
mobile phone while driving, but it’s not unusual see bus drivers talk on the phone at any time
Mobile Services. Prepaid SIM cards are readily available at many retail locations and markets
throughout Malta allowing you to obtain a local mobile number. In Malta there are no area
codes and usually mobile numbers have eight digits. The prefix of the fixed line telephone
numbers are 21 and 27 while mobile telephone numbers have the prefix 79, 77 or 99. If you
want to call Malta from abroad, you should first dial the international access code, then the
country code +356 and the specific mobile number.
Internet Access. Free WiFi is available at many cafes and restaurants, and some public
access areas including Malta International Airport. All McDonald’s restaurants provide free
WiFi as well as several WiFi hotspot providers offering WiFi services for fees ranging from
€3/hour to daily and weekly options.
Sense of humour. Maltese people have a strong sense of irony and a good sense of humour.
Cultural
taboos
Maltese people tend to be quite open minded but generally politics, religion and family are
serious subjects for them and not ones that should necessarily be discussed at first meetings.
If you do discuss one of these topics, especially during a first meeting, go with the flow
because disagreeing might create a bad impression and get you off on the wrong foot.
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Business
Communication
Effective communication is important to establish good relationships, especially when
making contact with business partners and setting up meetings. Knowledge of the basic rules
of business communication together with specific information about the cultural differences,
attitudes and values of your foreign partners should help you to start successful negotiations
and to generate more business opportunities.
Face-­‐to-­‐face
communication
In order to have effective communication with the Maltese people, it’s important to be clear
and concise, using short and simple phrases and avoiding idioms or too many colloquial
expressions. Eye contact during a meeting is essential but it’s better to avoid gazing at your
counterpart for long periods , as this can be considered intrusive.
Language
Matters
People are bilingual: they speak Maltese and English. All official publications are available
both in English and Maltese. Many Maltese understand and speak Italian well and German is
recently being studied more frequently by younger people. People in Malta are very friendly
and hospitable. In first business meetings they shake hands and introduce themselves, also
presenting their business cards.
Business
Relationships
People usually establish friendly and helpful personal relationships.Business relations are
based on trust: Maltese people must feel that they know you well before establishing a
partnership.
Written presentations are useful especially before a first meeting. The organisational
management structures in Malta are not rigid. Hierarchical lines are determined by the
degree of familiarity.
Making
contact
In Malta it’s normal practice to have a personal or professional connection (referrals,
testimonials, etc) before asking for a meeting with a businessman or woman. If nobody can
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introduce you, you should address your letter requesting a meeting directly to the owner or
the chairman of the company.
Email contact is rapidly becoming an acceptable means of communication with a business to
request a meeting or to enquire about products and services.
There are several networking opportunities that are both business and expat oriented. Malta
hosts regular meetings of Toastmasters, who meet on the second Tuesday of every month and
in 2011 BNI (Business Network International) launched several chapters in Malta.
There are also several LinkedIn groups which are active in promoting business and making
introductions including Network Malta, Malta Entrepreneurs, and Business Professionals in
Malta.
Personal
Titles
At a first meeting or during formal communication with a Maltese partner, you would usually
address your counterpart as Mr or Mrs, but in day-to-day business it’s not unusual to move
to first name terms. It’s better to ask how your counterpart would prefer to be addressed to
avoid any embarrassment.
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Business
Etiquette
Attitudes and values are vital to doing business abroad. Conversely, ignorance of these
important issues can result in a cultural barrier that may inhibit the communication process,
thus having a negative effect on the success of activities in a given country.
How important is work-life balance for Maltese people? How do they value fairness in
business? An understanding of these issues may prove invaluable when doing business. All
too often these matters are neglected during the preparation phase, despite their importance
for business success. The following section will introduce you to the essential attitudes and
values shared among Maltese people and highlight their implications for business practice.
Corporate
Social
Responsibility
The environment is Malta’s most important resource and. there are many natural reserves and
areas of ecological importance in the country.
Government, through the activities of the Ministry for Rural Affairs and the Environment,
carries out policies for the promotion, protection, management and sustainable development
of the environment.
To support the formulation of environmental policy, the Directorate of Environment Policy
and Initiatives was created in September 2005.
The Malta Environment and Planning Authority (MEPA) is the organisation responsible for
the implementation of Government policies.
Punctuality
Scheduling an appointment before a business meeting is very important. You should phone to
request the meeting at least two weeks in advance and establish the time and the place with
your Maltese counterpart. Punctuality is expected although it is not a rigid rule.
Gift
giving
Small or symbolic gifts such as a corporate gift or something typical of your country are very
much appreciated, in particular desserts, socks or beverages. However if you come to a
meeting empty handed it is not a problem.
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Business
Dress
Code
In Malta there are no specific dress rules, however it is advised to dress conservatively for
business meetings.
Men should wear a suit or jacket and tie and women should wear an elegant, but not necessary
conventional suit in a dark or subtle colour. Less formal clothing is acceptable in some
business sectors such as advertising, public relations, IT or other creative industries.
Bribery
and
corruption
In Malta many organizations are involved in fighting corruption (Malta Police, the Security
Service, the Auditor General’s Office, the National Audit Office and the Permanent
Commission against Corruption) but there is no official body that coordinates all the anticorruption activities.
In 2004 Malta signed all the Council of Europe conventions on corruption and has ratified the
Council of Europe’s Civil Law Convention on Corruption.
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Business
Meeting
Etiquette
When organising and attending meetings in Malta you should consider the general principles
of business etiquette but to have maximum success you should also consider local culture and
attitudes.
This is true especially when you organize the meeting (the date, the location) and decide the
contents (the agenda), when you meet the people (greetings) when you decide the right
strategies for conducting the relationship during and after the meeting (negotiations, business
meals, gift giving).
Importance
of
Business
Meeting
Usually, a Maltese person, wishing to establish contact with a foreign business, will ask for
the owner or the chairman of the company. Initially, it is likely that a number of emails and/or
telephone calls will then be exchanged along the way. However, once it is determined that
there is the potential for some form of business relationship a face-to-face meeting is set up.
Face-to-face meetings are especially likely to take place in Malta. When travelling is a
problem, where for example one of the parties is outside of Malta, web conferencing is
becoming an ever more acceptable medium for meetings. The use of web conferencing
facilities initially does not exclude that at some point one of the parties may travel to carry to
attend face-to-face meetings.
First meetings are generally follow a conservative approach and protocol because the Maltese
want to get to know their counterpart better before talking business. Thus, time taken to
establish a relationship is very important before getting down to business.
Punctuality is expected and appreciated. A meeting is considered a process of exchanging
information: you should expect many questions and try to give prompt and clear replies.
Business
Meeting
planning
A meeting with a manager or the owner of a Maltese company should be fixed after a written
communication or a phone call directly to them or to their executive secretary..
You should explain in detail who you are, give information about your company and the
reason you are contacting him or her.
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It’s better, before a business meeting, to establish an agenda because Maltese businessmen
and women will follow it strictly.All the information about the meeting and the participants
must be confirmed in a fax or email.
Negotiation
process
You should be prepared to spend a lot of time on business transactions and have patience,
because the negotiation process tends to be long. The communication style of Maltese
partners during the negotiation is usually direct and they prefer pragmatism and people who
are matter-of-fact rather than emotional.
Negotiations are usually reserved and polite. Do not interrupt someone while they are
speaking.
Before reaching an agreement the Maltese will look in minute detail at the legal aspects and
all the conditions in the written contract. Informal or unwritten forms of an agreement are
frowned upon.
Meeting
protocol
People in Malta are very friendly and hospitable. In initial business meetings they will shake
hands and introduce themselves, also presenting their business cards.
When you come into an office or when you meet your business counterpart, you should say
“bongu” (good morning) or “bonswa” (good evening) and before leaving “sah ha” (good bye).
Although the Maltese speak good English, this small effort with the Maltese language will be
appreciated.
How
to
Run
a
Business
Meeting
During a business meeting you will probably give a presentation using appropriate graphics or
distribute written material about your company. It is better when possible to send copies of
all materials you intend to use in advance.
Detailed brochures and price lists show that you are taking an interest in the company and are
willing to work with them.
Usually, Maltese negotiators are good listeners and don’t interrupt their counterparts. You
should however expect many questions and requests for explanations at the end of your
presentation because Maltese businessmen and women will want to make sure that they
clearly understand every aspect of your proposal.
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Follow
up
letter
after
meeting
with
client
When you return to your office following a meetin, it is important to confirm the agreement
reached and follow up.
Maltese partners use the same rules and follow up procedures as other EU partners: they will
prepare the minutes of the meeting which summarise all the decisions taken and then circulate
these to all those involved in the business relationship.
Generally, Maltese businessman and women tend to move quickly and after the quite
protracted negotiations mentioned above, deals are usually closed in a matter of few weeks.
Business
meals
Generally, meals are rich: the first course is a pasta dish, followed by meat or fish, fruits and
desserts, generally accompanied by wine. Usually a cup of coffee is served to finish the meal.
The main business areas such as St. Julians, Sliema, and Valletta, the capital, offer a good
selection of international cuisines.
Maltese food is influenced by Italian, Spanish, African and east Mediterranean traditional
cuisines. Fresh fish dishes are especially recommended like the Maltese speciality Lampuki
Pie made with lampuki fishes and cauliflowers.
Famous local dishes are: rabbit cooked in different ways. You could order a meal based on
rabbit: spaghetti with rabbit sauce, followed by a Fenek (rabbit cooked in wine) or fried or
stewed rabbit.
At the end of your meal you could finish with fresh fruits (figs, orange, grapes) or with nuts
and the traditional Helwa tat-Tork, a sweet mixture of almonds.
Maltese wine is good and the local beer is excellent. A famous homemade liqueur is the
Bajtra Liqueur which is made from prickly pears.
During the meal Maltese people normally drink wine and commonly use the expression
“Evviva” (i.e. Cheers) as a toast. In restaurants as in other public places, smoking is not
permitted.
Tipping is optional, but if you receive particularly good service you could leave an additional
10% on top of the cost of the meal.
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Business
Meeting
tips
Accepting your counterpart’s invitation for lunch or dinner; is a good way to gain trust.
If you are invited to someone’s home, accept with pleasure and remember to take a gift with
you, such as chocolates or a bottle of wine or spirits.
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Internship
and
placement
Work
experience
The International & EU Office at the University of Malta and at the Institute of Tourism
Studies provides information about application procedures, English language requirements,
course requirements, accommodation, visas, health care, tuition fees and financial support.
To access a work placement in Malta, the essential requirements are: students must be at least
18
years
old
and
be
at
undergraduate
junior
or
senior
levels.
There are also private organisations who manage internship and work placement programmes
(including Erasmus and other funded EU programmes) offering the opportunity to develop
key employability skills and also to gain work experience.
Internship
and
Placement
advice
Before have an internship and/or a placement experience students and SMEs should know
practical issues such as safety, social security, visa, accommodation, costo of living and other
formalities.
Social
security
and
European
health
insurance
All citizens who have a European Health Card (EHIC) are entitled to free health care in all
European countries, including Malta. In particular, citizens of the United Kingdom and
Australia can access free medical and hospital care in Malta for stays of up to one month,
because there is a bilateral agreement between Malta and these countries.
Non-EU citizens need private health insurance that will cover medical expenses abroad,
including medical evacuation and travel insurance. It is important to check which activities
are covered by your insurance policy.
Safety
Malta is considered to be one of the safest countries in the world with little in the way of
violent crime or political disturbances. You should still however follow common-sense
personal security rules, in particular in urban and tourist areas. You should make sure that
your valuables are secure and be aware of pickpockets and purse snatchers. Begging on the
streets is almost non-existent in Malta
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Do
I
need
a
visa?
Nationals of several countries such as EU Member States, the USA and most Commonwealth
countries, don’t need a visa to enter Malta for a stay of less than 3 months: for longer stays
they should apply for a uniform residence permit.
Information regarding visa applications and Embassies can be found on the Ministry of
Foreign Affairs’ website.
Internship
and
placement
salary
Usually internships are unpaid. Students accepted to participate in programmes managed by
private organisations must pay a fee for the support services they will receive.
There are companies affiliated with the University of Malta, the Institute of Tourism Studies
and private organizations who will offer a salary to those students who have at least 1 year of
work experience in the same or in a related position.
Paid employment in Malta can be found with tour operators and in hotels, bars and restaurants
in tourist areas.
Internship
and
placement
accommodation
The University of Malta has a Residence which welcomes people who travel to Malta to
expand their academic qualifications , take an academic holiday or visit their University
colleagues.
Some private organisations have their own accommodation system offering all amenities at
competitive rates. Students can also consider renting a room in an apartment located in town
and sharing costs with other students.
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Cost
of
Living
The cost of living in Malta depends on the lifestyle you intend to enjoy . Accommodation is
expensive in Valletta, Sliema and St Julian’s, but in the South of the island it is much cheaper.
Food and drink prices also vary depending on the location: items sold in tourist areas are
more expensive than in other areas. Supermarkets or tiny “hole in the wall” type outlets which
sell pastizzi, pizza and pies, are the best choice for those on a budget because of their lower
costs. Some examples of average prices are: soft drink from 1 to 1.50 euros; water 0.80 euros,
sandwich from a cafeteria 1.50- 2.00 euros, bread 0.80 euros.
Money
and
Banking
To open a bank account in Malta, you will need to provide some documentation for example,
a copy of your passport and a utility bill proving your address. In addition, you will need a
reference from a bank that you currently hold an account with.
Traveling
costs
Flights for all destinations arrive at Malta International Airport (MLA, also known as Luqa by
locals). Buses, taxis and dedicated airport shuttle services are frequent and reliable. There are
also fast and frequent ferries to and from Italy. Students and researchers who participate in an
EU Mobility Programme usually receive a grant which should cover the cost of travelling to
Malta. Others, who make their own arrangements or use the assistance of a private
organisation, should pay all their own costs, including travel costs.
The transport system in Malta is efficient. Buses are the main form of public transport and
offer a cheap and frequent service to many parts of Malta and Gozo. Fares across the island
cost less than € 2.30 (Malta ID holders pay € 1.30). Taxi costs are € 15 for short hops and not
much more than € 35 for a trip across the island; from the airport the official fares are from €
10 to € 30.
The Maltese drive on the left, as in the UK. The speed limits are 80kph (50mph) on highways
and 50kph (30mph) in urban areas). It’s advisable to have at least third party insurance.
Foreigners who have an EU licence may drive in Malta until their license expires and those
who have a non-EU driving license may drive in Malta for up to 12 months, but must then
apply for a Certificate of Local Registration of Visitor’s Driving Licence, which is issued on
the spot and is free of charge.
Visitors driving their own car do not need to have their licence endorsed.
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Work-­‐life
Balance
The Maltese Government has introduced laws and family-friendly policies in order to
promote a positive work life balance for its people – these include free and affordable childcare. From the 1st of January 2012 maternity leave increased from 14 to 16 weeks.
Child care is essential if women are to fulfill their role in the workplace, although women
who work full time tend to have more difficulties balancing work and family.
Usually, parents dedicate their weekends to family and children.
National
holidays
•
The main national holidays are:
•
1st January – New Year’s Day
•
10th February – St. Paul’s Shipwreck
•
19th March – St. Joseph
•
31st March – Freedom Day
•
March / April (date changes) – Good Friday
•
1st May Labour/Worker’s Day
•
7th June Sette Giugno
•
29th June – St Peter and St Paul (L-Imnarja)
•
15th August The Assumption (Santa Marija)
•
8th September Our Lady of Victories
•
21st September – Independence Day
•
8th December – Immaculate Conception
•
13th December Republic Day
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•
25th December – Christmas Day
Working
hours
The Maltese employees in the private sector generally work 40 hours per week. Offices are
open from Monday to Friday generally from 08.00 till 17.00.
Many small businesses and retail shops close for a few hours in the afternoon. It is always
best to check opening hours . Working hours are from 09:00 to 13:00 and from 16:00 to 19:00
from Monday to Saturday. On Saturdays, most shops are open only in the morning. Shops in
tourist areas do not normally close at lunchtime and usually remain open until 22:00 in
summer.
Health
insurance
In Malta there is an high standard of health care and there are good and modern hospitals and
regional health centres. The Government offers a free health service to all citizens, persons
who work in Malta and even tourists, although there is also a private healthcare system.
The Ministry of Health is currently investing time and effort to improve the public healthcare
sector in Malta and Gozo through the use of new technologies. The main benefits to citizens
and patients of healthcare services online via the E-health Portal are: the reduction of queues
at hospitals and health centres; the automation of the process for the services offered; the
accessibility to the general public is h 24.
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Social
Media
Guide
The results of the 7th eCommerce Survey carried out by the Malta Communication Authority
September 2010 show that 65% of the population uses the Internet and 33% of those use it for
Social Networking.
The presence of businesses and business pages on social media is growing, in fact at the end
of 2012 there were over 13 million local business pages on Facebook, with 8 million of those
pages regularly active.
According to the latest statistics, approximately 150 million people visit Facebook every day,
so the potential for increasing your audience is incomparable when compared to print
advertising or email marketing.
The ICON report on Social Media Marketing in Malta, in 2011, on the use by businesses of
social media as part of their marketing efforts, shows that 85% of local marketers use social
networks as part of their marketing strategies and activities to grow their business.
Facebook is the preferred tool, but 50% of the participants also want to learn more about
LinkedIn, Twitter and Foursquare.
Companies involved in the research know that Social Media is important for their business
but they don’t’ know or they are not able to monitor and measure the effect of Social Media
on their business.
Search
and
Social
Media
Marketing
for
International
Business
Learn how to use social media for business from one of Salford Business School’s latest
business management courses.
The course was jointly researched by the Passport to Trade 2.0 project team and prepared in
collaboration with some of the leading digital marketing agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the
best use of search and social media platforms.
The course is called Search and Social Media Marketing for International Business and is
applicable to students looking for placements abroad as well as businesses thinking about
new trade links; it comprises the following twelve topics:
businessculture.org
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How to develop a personal brand online (1/12)
•
•
Whether you are a student beginning a job search
or a business person planning a new business
venture, personal branding can make a difference.
Learn about personal branding and why it is
important for you.
http://www.youtube.com/watch?
v=l9LYw0mgtn4&feature=player
_embedded
How to use Twitter (2/12)
•
•
Learn the basics of using Twitter to develop an
individual or business profile.
Remember to use hash tag #SSMMUoS to share
your learning journey on this course so far!
http://www.youtube.com/watch?
v=9CVY3pp91Dc&feature=playe
r_embedded
How to use Search Engine Optimisation (SEO) (3/12)
•
•
Learn the principles of SEO to ensure that your
website and any social media profiles are found by
individuals searching for your name, products and
services.
These basic principles of SEO include keyword
research, on-page optimisation and off-page
optimisation.
http://www.youtube.com/watch?
v=zw27cRcwtM0&feature=player
_embedded
businessculture.org
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23
How to use social media for international business development (4/12)
•
•
Social media networks break down the traditional
country barriers, but do you know which networks
are relevant for the country you are interested in
trading with?
Find out in this video how to identify the relevant
networks and what social media strategies you might
be able to use on these networks.
http://www.youtube.com/watch?
v=Bx-B56AHS4c&feature=
player_embedded
How to use Facebook (5/12)
•
•
Facebook is currently the largest social media
network in the world and it can benefit you as a
business as well as an individual.
Learn how to develop a Facebook business page and
see how other businesses use it and what strategies
work for them.
http://www.youtube.com/watch?
v=UmRGn-vdcO8&feature=
player_embedded
How to use YouTube (6/12)
•
•
YouTube was identified as the second largest
social network amongst younger internet users as
part of the Passport to Trade 2.0 project.
Learn how to optimise your video content in order
to reach wider audiences for your profile.
http://www.youtube.com/watch?
feature=player_embedded&v=G2
0OVpmTBss
businessculture.org
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24
How to use LinkedIn (7/12)
•
•
LinkedIn is one of the three main professional
social networks – the others being Xing and
Viadeo which are also popular in several
European countries.
Learn how to make the most of LinkedIn for your
profile.
http://www.youtube.com/watch?
v=N6e_EAUQqic&feature=playe
r_embedded
How to use Google+ (8/12)
•
•
•
Google+ is the second largest social network as of
January 2013.
It is one of the fastest growing social networks and
one that has the biggest impact when it comes to
search engine results integration for anyone who
uses Google as their main search engine.
Learn how to make the most of Google+ for you
and your digital profiles.
http://www.youtube.com/watch?
feature=player_embedded&v=8ti
3SPHkEWw
How to use copywriting online (9/12)
•
•
Copywriting is a process of translating technical
specifications and product descriptions into
engaging and understandable customer focused
text.
Learn about the basic techniques in structuring
your online content here.
http://www.youtube.com/watch?
v=5f1hx_f2ONI&feature=player_
embedded
businessculture.org
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How to stay legal on social media (10/12)
•
•
Everything and anything you do and say online
can be potentially viewed by anyone who has
internet access.
Always respect the law and familiarise yourself
with new options offered to you through a creative
commons licence which is popular online.
http://www.youtube.com/watch?
v=eQxDpiHsdk&feature=player_embedde
d
How to use monitoring and reporting (11/12)
•
•
Whether you are an individual or a business
spending time on social media – there has to be a
return on your engagement online.
How do you justify your engagement on social
media to your boss? Listen to the industry experts
in this area and see what you might be able to
measure in respect of your on-line engagements.
http://www.youtube.com/watch?
v=LbEq7jsG0jg&feature=player_
embedded
How to blog (12/12)
•
•
http://www.youtube.com/watch?
v=OqVjR7oI8Rs&feature=player
_embedded
businessculture.org
•
Blogging is a process of writing text and sharing
content with others. It can help your customers or
friends to keep in-touch regardless of social media
platforms.
Think about the voice you might want to adopt
and who your audience might be. Share your
thoughts with us by writing a blog post about this
MOOC.
Tweet us the link to your post on the
#SSMMUoS Twitter hash tag.
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Passport
to
Trade
2.0
Project
Partnership
Five Universities:
Lead partner: Salford Business School,
University of Salford, United Kingdom
Elena Vasilieva
Aleksej Heinze
Alex Fenton
URENIO research unit at Aristole University
of Thessaloniki, Greece
Christina Kakderi
Nitsa Papadopoulou
TSE Entre Research Centre
Turku School of Economics, University of Turku, Finland
Satu Aaltonen
Elisa Akola
Institute for Information System Research
University of Koblenz-Landau, Germany
Verena Hausmann
Susan Williams
Petra Schubert
Valahia University of Targoviste, Romania
Adriana Grigorescu
Leonardo Badea
Three Small & Medium Sized Enterprises (SMEs)
Spin, Italy
Carmine Antonio Donato
Dorella De Tommaso
Technology Development & Innovation – TDI LTD
Bulgaria
Milanka Slavova
Ivan Stoychev
TIS Praha, Czech Republic
Anna Klosova
Richard Adekeye
businessculture.org
Content
Malta