Prof. Comai Gives Guest Lecture at Niigata Prefectural Kokusai Joho High School: Exploring the Global Expansion of Local Businesses Through Marketing

On Wednesday, October 21, 2026, Associate Professor Alessandro Comai of the Graduate School of International Management at the International University of Japan (IUJ) delivered a special lecture in English on marketing to second-year students at Niigata Prefectural Kokusai Joho High School (KJ).

During the lecture, Prof. Comai shared how he came to specialize in marketing. As part of his regional research on the international expansion of businesses in Niigata Prefecture, he also introduced insights from his research to the students, using Gyokusendo, a traditional craft company based in Tsubame City, as a case study.

Specifically, he discussed the brand's history, product value, target customers, pricing strategies, sales methods, and ways of communicating with the public without relying on advertising. Through concrete examples, he explained how businesses communicate value to customers and build their brands.

The lecture also explored why consumers choose certain products and how communication influences people's behavior, using familiar products, advertisements, and social media as examples. Through a real-world business case, the lecture demonstrated the connection between marketing theory and practice.

Students' reflections highlighted the importance of communicating not only the products themselves but also the artisans' skills, the time invested in production, and the stories behind them. One student also expressed happiness that a local company could attract interest from overseas. Some students said they hoped to apply what they had learned to their future inquiry-based learning activities and English presentations. These reflections also showed how the lecture helped deepen students' interest in local industries and encouraged them to take a more active role in their learning.

IUJ promotes faculty research and works to share research findings with local communities and educational institutions. Through initiatives like this, IUJ will continue to strengthen its ties with the local community.