Dialogue Design - transformation of identity and local practice: An open-ended story on net-worked learning

The new trading conditions in Europe and the entering of the new member states are challenging marketing enterprises, demanding ongoing upgrading and development of marketing skills and cross-cultural, communicational competences. The virtuality of e-learning platforms, the grounded-ness of Marketing Research Schools and the practical experiences of marketing workers make blended learning environments desirable to ground the experience of a changing market and the need of life-long learning along-side with new communicational media and solid marketing knowledge.
The article presents a methodology for transnational learning using Dialogue design on deliberate ideals and continuously evaluation as principle for guiding the process. Dialogue design is based on experiential phenomenology taking the point of departure for design and evaluation processes in the experienced practitioners themselves. The methodology has been developed in relation to the research and development project Making Online Path to Enter new Markets- MOPEM. It is an EU-research project with partners from different Educational Institutions of Technology and Business in five European Countries. The experience in this transnational project suggest that in the development of blended learning environments, infrastructure cannot be reduced to technical solutions, as the cultural aspects of the educational infrastructure, teaching traditions and student expectation also play their role.