Foreign trade is proving challenging in light of rapid market changes and geopolitical and global economic turbulence – in such times, practical support, tips, and suggestions are in high demand. This is the guiding principle of our 18th Thuringian Foreign Trade Day (AWT), which we will be holding on Tuesday, March 24, 2026, from 12 pm to 5 pm at the Volkshaus Jena. "Smart Marketing Worldwide – Current Strategies for SMEs Along the 4 Ps" is the title of this year's event, and it will indeed focus specifically on the classic 4 Ps of the marketing mix, using them to examine current strategies, opportunities, and trends in international sales from a practical perspective.
The AWT (Academy for International Business) is the leading annual event for Thuringian foreign trade and provides Thuringian companies and researchers with a platform for diverse information and exchange regarding their successful engagement in foreign markets. Especially in times of increasing global economic and geopolitical challenges, the AWT aims to provide guidance, foster collaboration, and instill courage and motivation for international business. In-depth presentations, informative dialogue formats, and the opportunity to exchange ideas with our international representatives and partners from four continents offer all participants numerous opportunities to optimize their internationalization efforts.
At the Volkshaus Jena, Colette Boos-John, Thuringian Minister for Economic Affairs, Agriculture and Rural Development (TMWLLR), welcomed guests during a discussion with Dr. Ralf-Uwe Bauer, President of the East Thuringian Chamber of Industry and Commerce in Gera, and Andreas Krey, Managing Director of LEG Thüringen . TMWLLR, LEG, and the Working Group of Thuringian Chambers of Industry and Commerce are the organizers of the AWT (Working Group of Thuringian Chambers of Industry and Commerce). Further insights were provided by the keynote address "Smart Marketing in Transition – Global Trends for SMEs" by Markus Milz. Markus Milz is the founder and managing director of the management consultancy Milz & Comp. He is an expert in marketing, sales, and strategy, a management consultant, Author , and renowned keynote speaker. His presentation was followed by two sessions, each featuring pitches on the 4 Ps and moderated discussions, facilitating a productive exchange on the marketing mix in challenging times. The first session focused on Product, with an emphasis on international product adaptation, and Price – addressing pricing strategies and currency risks in the international arena. The second session focuses on Place, meaning distribution channels and partner selection, as well as promotion and how to successfully implement international communication and brand management in the current climate. The subsequent panel discussion then addresses specific challenges and solutions: Under the guiding principle "The 4 Ps in Practice – What Really Works?", entrepreneurs from Thuringia will discuss, share their experiences, offer suggestions, and answer questions.
The accompanying exhibition, which can be visited during the event, offers a wealth of information. Optionally, after the plenary session, from 4 to 5 p.m., participants can attend a short pitch and sales training session in English, offered by Daniel Feldkamp, the contact person for our newly opened US office. As in previous years, the AWT also provides numerous opportunities for in-depth discussions with our international representatives. For many years, these representatives have been supporting and advising Thuringian companies on our behalf in China, India, Brazil, Israel, Southern Africa, Vietnam, Central Asia, and, more recently, the USA. Experts from Japan, Poland, and Argentina will also be available for dialogue.
“Smart Marketing Worldwide – Current Strategies for SMEs along the Four Ps” – this year, too, the Thuringian Foreign Trade Day provides a platform that offers you a wealth of information, new paths, motivation and diverse Contact .
We cordially invite you to participate in this year's AWT; registration options and further information can be found [here/below/etc.] here.
