"First, You Need to Learn to Understand the Market": HSE University Graduate School of Business Students on an Overseas Module in Morocco
Deputy Director of the HSE Graduate School of Business
In Morocco, the student group was hosted by GSB's partner – the Rabat Business School of the International University of Rabat. "This business school holds EQUIS and AACSB accreditations, ranks 20th in the Financial Times Masters in Management global ranking, and is considered one of the best business schools on the African continent. That is why we were confident in the high quality of the program. We sincerely thank our Moroccan friends for their hospitality and for fully meeting our expectations. However, it's better to let the participants themselves tell about their impressions and the program's outcomes.
The study trip to Rabat Business School was more than just an educational event for our group; it was a holistic academic and cultural experience that allowed us to view Africa and the MENA region through a new lens – that of international business. For us, HSE GSB students, this school was an opportunity to test theoretical knowledge in practice and understand how crucial context is when working with foreign markets.
Our introduction to Morocco began at the Rabat Business School campus, which set the tone for the entire trip. The spacious, well-maintained grounds, abundant greenery, and the campus's location next to the Technopolis housing major Moroccan and international companies clearly demonstrated how closely education and business are intertwined in the country. As noted by Elizaveta Loos (1st year, Bachelor's in International Management): "You get the feeling that the university here is part of the real economic system, not a separate academic world."
Gradually moving from first impressions to the professional component of the program, the corporate visit to Orange company was particularly memorable. Learning about strategic management specifics, managerial decisions, and IT product promotion on African markets helped connect lecture material with practice. According to Maria Strelnikova (3rd year, Bachelor's in International Business): "This was a rare case where you wanted to write down literally everything – not because it was difficult, but because it was useful and applicable."
After a full academic day, the program seamlessly transitioned into the cultural space with an evening walk through hospitable Rabat. The next day, the academic part deepened with seminars on intercultural interaction and Morocco's political-economic context. These sessions helped us better understand why business processes in the country are built slowly, relying on personal connections and trust. Irina Shcheglova (1st year, Bachelor's in International Management) remarked: "At some point, it becomes clear that you can't work here using a 'template' – you first need to understand the people."
This idea was especially reinforced during a walk around Rabat with Moroccan students. Interacting with peers allowed us to test theoretical conclusions in practice and see how cultural values directly influence economic thinking and everyday business logic.
The culmination of the cultural immersion was a trip to Fez, whose central part is a UNESCO World Heritage Site. The historic Medina, the Al-Qarawiyyin University (madrasa), craft cooperatives, and traditional productions created a comprehensive picture of how the past continues to shape the present. The experience was not only academic but also deeply emotional. As Alexandra Aristova (Bachelor's in International Management) put it: "Fez is a city after which you start to perceive the very word 'tradition' differently."
A particularly vivid moment of that day was watching an evening Africa Cup of Nations match with Moroccan fans in the fan zone on the University of Rabat campus. The atmosphere of universal unity during the Morocco-Egypt semi-final reminded us of the 2018 World Cup in Russia. "It doesn't matter who you're cheering for – what matters is that you're part of a shared celebration," recalls Nikolai Musienko (1st year, Bachelor's in International Management).
Transitioning from cultural impressions back to the professional program, Thursday became one of the key days of the entire trip. A meeting with A.V. Alexeev, the Trade Representative of Russia in Morocco, gave us an honest and realistic view of the state and prospects of Russian-Moroccan economic cooperation and business opportunities. The main insight was that successful entrepreneurial activity in the country is only possible after a lengthy period of institutional and cultural adaptation. "First, you need to learn how to work within the system, not try to bypass it" – this thought became one of the most important takeaways for us.
The final day of the program logically combined culture and analysis. A masterclass in Arabic calligraphy, conducted by the designer of Moroccan banknotes himself, showed how deeply aesthetics and history are woven into the country's economic and financial system.
The final presentations on the topics of the classroom sessions – "Economic and Political Context of Morocco," "Investing in Morocco," "Morocco – Gateway to Africa," "Russian-Moroccan Economic Relations" – allowed us to synthesize lecture material, personal observations, and critically assess Morocco's political-economic model, highlighting both barriers and growth points for international cooperation. After the final presentations, students were invited to visit the Bloomberg Trading Room located right at Rabat Business School – a rare example of access to global financial markets in Africa. They showed us how to work with databases, analytical tools, and financial information.
And of course, the gastronomic part of the program deserves special mention. Moroccan cuisine – tajine, couscous, and real Moroccan tangerines! – became an important element of cultural immersion and enhanced the feeling of our hosts' hospitality and care for our group.
Overall, the study trip to Morocco fully met our expectations. It didn't provide quick "business recipes" or ready-made answers but formed a more valuable and holistic understanding of the context, limitations, and long-term prospects that Morocco, Africa, and MENA offer for doing business.
"The short-term mobility program at Rabat Business School allowed us to look at Africa from a completely new angle, showing the prospects of the region's business environment and how other countries are already leveraging the opportunities opening up there," – Arina Komoliatova (4th year, Bachelor's in Marketing and Market Analytics).
"This school taught us not how to urgently enter a market, but why you first need to learn to understand it," – the shared conclusion of our team.
