Insider Volume 23 Issue 6

INSIDER 30.10.2020 | VOL. 23 | ISSUE 6

STUDENT MAGAZINE OF XAMK

Featuring Reading Marketing Museum - Kaliningrad Guest Writer Traveling Recipe Movie

STAFF

EDITORIAL

LIDIIA BENKOVSKAIA

JOONATAN BERG

AVE-LIIS KOOBAK

IKRAM BECHARI

MARIAN KEINAN

VLADA POLISHCHUK

EVA MOROVSHCHIK

INSIDER STUDENT MAGAZINE South-Eastern Finland University of Applied Sciences Paraatikenttä 7 45100 Kouvola INSIDER ISSN 1457-1587 Editor in Chief: HUGH CLACK

PHONE +358 44 702 8758 WEBSITE insider.xamk.fi EMAIL insider@xamk.fi 2

EDITORIAL Welcome back from the holiday!

The autumn holiday is over, and we are back on campus for the first time. The week started with rain and you can feel the winter is coming.

As online studies have been a nice experience, students seem glad to be finally able to meet their classmates and chat face to face, even if it is with masks on. This past week many students were moving to Kouvola and preparing for their in-campus studies but regardless of this, they all seem very excited and well-rested to start their studies. Covid-19 restrictions have affected many things, but we are glad to slowly go for a better direction with a positive mind.

One of our staff members Ikram traveled from Morocco to Helsinki and she tells in her article about her unique journey. The read is interesting and gives perspective on how this covid-19 affected her journey. Traveling across continents is an experience many are not privileged to experience. She also touches on the pandemic situation in Morocco and how the government is handling it so far.

and apple uses scent to attract buyers to their stores? Vlada found out about this and writes why they use scent to attract people and how does it exactly work.

If you are feeling lazy after a long day of studying and you are hungry, Ave-Liis wrote an easy and simple recipe just for you.

This week we also had a guest writer Markku Nikkanen. He writes an interesting article about his visit to the IMP-conference in Paris. In this conference, scholars who created the modern Scandinavian school of thought meet and discuss. Markku had his presentation there about sustainability and responsibility. He also discusses Paris as a traveling destination and gives restaurant recommendations. Markku beautifully starts and ends the article with a poem that is quite fitting.

As many of the new international students might feel lonely here in Kouvola. Eva wrote about why reading is important and how it can help you to not feel lonely. She also mentions the health benefits of reading and why you can live longer by just reading.

Lidiia wrote about the amber museum in Kaliningrad in Russia. It is the only Amber museum in Russia.

The article includes many beautiful pictures of the museum. Lidiia mentions that a lot of tourists visit there yearly, and many exhibitions are held there.

Facts and legends about the origin of amber are also mentioned in the article.

Vlada has a very interesting article about sense marketing. Did you know the Zara clothing brand

Written by Marian Keinan 3

READING

Why reading is important?

In our days there are so many things to do, where to go, what to eat. People are lost in many different activities and entertainment, that’s why less and less people are reading books. The problem is that people do not understand why they need to read. They do not see the value of reading. Going to the cinema or to the football match are looking like more simple but fun activities, which will provide positive emotions at least. Some people convinced that reading is boring process for nerds. I can understand them because reading is a long process that requires perfect concentration and involvement. But I definitely do not agree with the statement that reading is boring. There are no boring books. There are people, which haven’t found perfect books for them.

At first, reading seems very hard, nearly impossible and to be honest it won’t be easy.It is only a matter of time. If you will read every day only for 30 minutes, it will become a habit. After that, maybe one day, you will start enjoying the process of reading.

Here are some useful tips, why you need to start read on regular basis right now.

People, who are reading books, live longer Scientists from the Yale University made a search of biographies of more than 3600 people older that 50 and suddenly discovered that those, who were reading at least 30 minutes a day, have lived more on 23 months. Reading books make a new cognitive stresses, which improve word vocabulary, possibility to think and concentrate at all. After all, reading develop emotional intellect, critical thinking skills and communication skills, which guarantee better socialization and bigger probability of living on the Earth longer (because these tools are helping to survive) Reading helps to fight against the loneliness Sometimes all your friends are busy or maybe 4

"Fragments"- series of paintings

you have already moved to another country (as me) so book is a best way to spent the evening with. Sipping a cup of hot chocolate while reading a long novel is not the worst way to spend time, even in could be the best way.

Books open your mind Reading helps us to understand other people worldwide, their ideas and opinions that are different and showed that all people are different but it does not mean that that is bad. World is full of opportunities and books are showing this.

Also reading provide new information and makes you more smart. From books you could get more knowledge in all kind of topics (from urbanism to shipbuilding) even for free because all citizens in all countries have the access to the public libraries or they are able to find books in the internet.

Written and photos by Eva Morovshchik

MARKETING

Scent marketing

How scent marketing helps in selling?

Scent marketing technology is unique in its simplicity and multitasking.It not only creates an atmosphere in the sales area, but also combats unpleasant odors.

use aromas. Therefore, the opinion that aromas are needed only in the field of public catering is a delusion.

Holidays

Smell is one of the basic human senses and the only information channel that cannot be ignored.

Also stronger memories are retained through the sense of smell. The smell acts on a subconscious level, and the olfactory impulse reaches the brain faster than the pain impulse.

By the way, the use of aromamarketing as part of the decoration of premises during the New Year is very relevant, the aromas of gingerbread, applecinnamon, tangerine and spruce are very relevant during this period and enhance the effect of the holiday, which increases conversion rates and creates a full sense of the holiday.

Why scent marketing?

Conclusions

Fragrances can create a feeling of warmth in an empty space, expand it or even lighten it.

Scent marketing can not only create a favorable environment, but also indirectly affect the economic performance of a business. After all, the sense of smell is ahead of other senses in terms of the strength of the emotional impact on a person and often the purchase decision is made on a subconscious level.

Scent marketing is a kind of anti-crisis solution that will allow the client to stand out and be remembered with this.

This fact has been confirmed in various studies that the majority of visitors prefer to shop in a department where a pleasant aroma was felt, even if another department without scent has prices for goods slightly lower. These studies also note that people are on average a quarter longer in the flavored section of the store and it makes a positive impression at the entrance for the customer.

All in all, if you are a future entrepreneur, then I think this knowledge will be useful to you.

Outside advertising can attract a client, but a person makes a purchase decision in a retail space. A pleasant aroma will create the completeness of the interior, emphasize the brand's features and get rid of unpleasant odors.

Where are scents used?

In addition to small coffee shops, pastry shops, food courts, stores of brands like Mercedes-Benz, Apple, Philips, Hilton, Somsung, Massimo Dutti, Zara BMW, various show rooms and others also

Written by Vlada Polishchuk 5

MUSEUM

Surviving remote meetings in business

The only Russian Amber Museum was opened in 1979. It is located in the center of Kaliningrad on the shores of Lake Superior in a fortress tower from the mid-19th century.

sunny colour.

The exposition contains the largest in Russia "sun stone": its weight is 4 kg 280 g. And also the world's largest amber mosaic "Rus’ "

The tower was built in 1853 under the leadership of the developer of the general plan of the fortifications and was part of the city's defensive fortifications. It bore the name of the Prussian Field Marshal Friedrich Karl Don, a participant in the liberation war against the Napoleonic invasion.

The building is also a World War II monument.

A significant part of the collection is made up of amber samples with inclusions of the remains of animals and plant organisms that fell tens of millions of years ago in the once liquid and viscous resin. Inclusions in Baltic amber are of great scientific interest due to their diversity and excellent preservation.

The Amber Museum is a museum of one mineral.

The exposition is located on three floors of a building with a total area of about 1000 sq. meters.

In terms of content, it is divided into naturalscientific and cultural-historical parts.

The museum today is one of the brightest cultural places in the city. Its collection numbers about 16,000 items. More than 200 thousand people visit the museum every year, 1200 excursions are held, more than 30 exhibitions and projects are organized.

What is amber? Why this stone called ÂŤsun stoneÂť?

Amber is a fossilized resin of ancient coniferous trees that grew more than 40 million years ago on the modern territory of the Scandinavian Peninsula and adjacent areas of the Baltic Sea bottom. Amber is often called a "sun stone" only because in nature it is most often found in a warm 6

A significant part of the exposition is the work of contemporary artists from Russia, Germany, Denmark, Italy, Latvia, Lithuania, Poland, USA, France, Japan. Among them are jewellery, sculpture, interior objects.

Legends about the origin of amber.

1) The myth of Phaethon. Once the ambitious Phaethon, the son of the sun god Helios, deciding to show his coolness and importance, stole the sun chariot from his father and began to rush across the sky. But he lost control and almost burned the entire Earth to ashes. Enraged Zeus knocked down the insolent man with lightning. The defeated Phaethon fell into Eridan (the ancient name of the Baltic Sea) and drowned. Since then, the inconsolable sisters of Heliada have been incessantly mourning the death of their brother, and their tears, hardening in the depths of the sea, turn into amber.

2) A romantic legend about Jurat and Kastytis.

The beautiful goddess Jurate lived carefree in an

KALININGRAD amber castle at the bottom of the Baltic Sea. And all would be fine, but fell in love with an ordinary earthly guy Kastytis and carried him along to the underwater castle. But the forbidden romance was not long. Perkunas found out about such an outrage and, according to tradition, killed Kastytis with lightning, destroyed the castle, and chained the goddess to the ruins. Many years have passed.

The immortal goddess is still crying over the body of her beloved, and the sea brings to the shore either the fragments of the castle, or the frozen drops of tears‌ Interesting facts about Amber: 1) In fact, amber is not a stone, but the fossilized resin of ancient conifers 2) According to scientists, the oldest found has an age of more than 320,000,000 (three hundred twenty million) years, an average of 90-120 million years 3) The weight of the largest amber in the Amber Museum in Kaliningrad is 4, 280 kg 4) More than three hundred amber colours are distinguished, which in various combinations make each stone unique (Photo 11 ambermuseum.ru) 5) In Ancient Greece, amber was used as an incense, and in Russia it was called sea incense.

In China and Japan, red amber was prized and considered the blood of a dragon.

(Photo 12 Benkovskaia Lidiia) 6) The famous Amati and Stradivari violins were covered with amber varnish.

7) The largest and most famous amber product is considered to be the original amber room, made back in 1709, located in Tsarskoe Selo (Photo 13 Benkovskaia Lidiia) 8) Amber burns well, giving off a pleasant aroma 9) Thanks to the precious "history keeper", paleontologists have been able to discover more than 1000 extinct species and recreate a picture of the early period of life on Earth.

10) In the science fiction film ÂŤJurassic ParkÂť, scientists were able to extract dinosaur DNA from the blood of a mosquito imprisoned in amber, which managed to bite the dinosaur during its lifetime I really liked the excursion that I visited in this museum, learned a lot of new and interesting things about the mysterious "sun stone". An informative museum that allows you to get an idea of amber and the methods of its extraction and processing from ancient times to the present day. There is something to see here for lovers of history, jewellery and even mysterious theories.

Of course, you can try your luck in the extraction of amber for this you just need to go to the coast of the Baltic Sea in the Kaliningrad region. I highly recommend visiting the Amber Museum if you are in Kaliningrad.

Written and photos by Lidiia Benkovskaia 7

GUEST WRITER

À Paris

‘A room on the fifth floor Creamy coffees in the morning Montparnasse, the Dôme café, The suburbs, the Latin quarter..’

The above-mentioned lyrics are from a piece by Édith Piaf as she uncovered the pleasures of Paris. During my stay, my room was on the 6th floor, and I did not have any option to visit the outskirts of the town, but the song reflects excellently the nuances, and the places of Paris. Nowadays, some people, mostly young ones, talk about Paname, which is actually well-known by many residents in town as in urban slang the word is widely applied to depict Paris and its suburbs. I feel Édith knew the term as well….

Indeed, last September, I had an opportunity to visit 35th annual IMP- Conference, which was held in Paris. The IMP- people are representing mostly scholars, who created the modern Scandinavian school of thought. They launched and subsequently strongly promoted the basic ideas of modern marketing by addressing some primary concepts such as interaction, relationships, and networks.

Without their scientific analysis, the current philosophy – so to speak – would be definitely different. In studying the key themes of modern global trade, the strong contribution of the Scandinavian interpretation for modern marketing theory cannot neglected. The current conference explored mostly the relationships between buyers, sellers, and diverse actors in an increasingly competitive global environment.

The conference was hosted by IÉSEG School of Management, which is one of the most notable business schools in Europe.

The venue was the major Campus, which is nicely located in La Défense– district. The area itself is actually the biggest purposebuilt business area in Europe, surrounded by a number of tall skyscrapers. In his opening speech, Professor Jean-Philippe Ammeux addressed that as a member in the net of the Grandes écoles, the university provides a ‘royal track’ for their students – despite of the fact that France is actually a republican society…

Generally speaking, these conferences are much more relaxed and supportive ones as some others tend to be. The atmosphere is a pleasant one, and it allows the participants to freely exchange and develop ideas with friends, and colleagues.

The book, which is based on his stay in Paris, gives some guidance for modern urban nomad as well as some of the places he preferred to visit are still working today. In his time, writers often went to restaurants to work and to spend some time with friends.

La Coupole - one of the Hemingway’s favorites - used to be one of the most visited places also among Finnish artists. The restaurant is probably not a best choice for a budget traveler – glass of Champagne costs about €12 – but it is still worth checking due to its atmosphere, nice indoor decorations, and the lively street life in front of your eyes.

What comes to dining in Montmartre, my choice was Les Petites Sorcières – a cozy restaurant in the heart of the district. The restaurant is managed by Ghislaine Arabian, who is well-known in France as she participated some years ago as a member of the jury in the Top Chef (the French version). Frankly, I have to admit that the choice was excellent. Considering the menu, I took a ‘Côte de veau de lait rôtie à la sauge, petits pois de Provence à la française, jus réduit’ Please, don’t ask me to translate it in detail, but the meal was working magnificently in terms of the delicious taste. (Surely, a Google translation tool might help you in checking the content of the meal in a more detailed manner, if needed!)

[Sage roasted milk-fed veal chop, French-style Provence peas, with a reduced jus. Ed] Moreover, often in places like this it only is not a question of the food itself, but the atmosphere as well: some people call these spots by saying that they can be characterised by a definition neo-bistro. A wording might give you an impression of its attractive style.

In case a traveler is fond of arts and aesthetical experiences - as I am - besides the Louvre and the Eiffel Tower as places to visit, I recommend two other spots, which are not so commonly known.

The first is truly an exhibition with some surprises: the Fondation Cartier pour l’art contemporain is an ultramodern building with some non-conventional exhibitions. In September, the theme in the centre was ‘Trees’, which suits pretty well for the Scandinavian way of life and aesthetical taste. The second place for seeing contemporary art is Palais de Tokyo, which is located close to the river Seine. Unfortunately, the time budget was such a strict one that a longer stay was not possible. Well, next time – maybe a new excursion ……

I had a presentation based on my scientific article on sustainability and responsibility – the issues that I’m personally keen on. The feedback provided by the audience after the presentation was mostly a positive one though some of the people – mostly scholars – embraced the issues with perplexity. Discussion on ethics is truly difficult, and often multifaceted, even enigmatic!

In her song, Piaf finally revealed her true emotions by saying the following.

Besides a place for conferences, no one will deny the fact that Paris is always worth visiting also for a traveler. I stayed in Montmartre area – the 18th arrondissement - which is well-known – or used to be – as lots of artists resided some generations ago. Ernest Hemingway was one of the most notable writers, who stayed in the area and wrote some of his most interesting books to name Moveable Feast (also translated e.g. into Finnish language).

These phrases do work nicely once you’ve experienced them.

8

‘Paris, I miss you, my old friend We will see each other again My great Paris...’

Dr Markku Nikkanen, Principal Lecturer

TRAVELING

Finally in Finland!

Moi moi everyone, mitä kuuluu? I hope that you all are safe and enjoying this wonderful autumn wherever you are now.

Here I am again writing you this article to share with you some travel vibes during the pandemic crisis, as I promised you in my previous editorial article.

I admit that this experience was quite overwhelming. In my case, it was not only a trip in a health crisis but also a huge distance to go through. The Distance from Morocco to Finland is about 5400km. Unfortunately, there are no direct flights from and to both countries, so there is no way to avoid layovers.

Well, the most difficult thing that I faced is wearing a mask all the time and sanitizing my hands every now and then. I notice my hands’ palms are very sensible and dry now from the alcohol and my ears are hurting because of the masks’ laces.

The instructions about Covid19 at the airport are very strict and people seem to be terrified.

I would say that the most advantageous thing about traveling in this crisis is there are not long queues in the check-in or security checkpoints.

I was quite surprised when I was laying-over in Paris Charles De Gaulle airport; it wasn’t crowded as usual.

When I finally arrived in Helsinki, I decided to take a voluntary Covid19 test at the airport. And by the way, I’m so glad about the negative result that I just got a few days ago.

In Morocco, the pandemic situation is not that positive. I mean, the number of infected cases is rising again and again. However, my country is doing pretty well managing the situation and I hope that one day this pandemic will be just a

memory from the past that we don’t even have to tell about to our grandchildren.

Anyway, I hope that all of the students that have moved to Finland are safe, and who will be moving soon will have a nice trip.

I would say that although the trip was exhausting, it was worthy. Finland is a beautiful country and there is a lot to be discovered.

I wish you all a beautiful autumn break, get some rest, and have fun.

Written and photos by Ikram Bechari 9

RECIPE

Rice noodles with dairy free cream and chicken

Are you looking for a fast and easy meal that doesn’t take a lot? I got you covered!

What do you need?

Mama Rice noodles, I use the chicken flavored (or others of your preference) Chicken strips Alpro plant-based cream (or just regular cooking cream) Vegetables, if you like them Steps: 1. Prepare chicken on the pan.

2. When chicken is cooked add cream and spices. I like to use the one that come with the noodles.

3. When the cream starts to bubble, add noodles in until soft 4. Depending how you prepare your vegetables, add them in too Note!

I usually use two packs of chicken, cream and noodles. If you want less, then I recommend using one pack of chicken and noodles and maybe one and a half package of cream. Sometimes I also like to use honey flavored chicken, then I don’t use the spice that comes with the noodles.

Written and photos by Ave-Liis Koobak

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STUDIO 123 Kymenlaaksonkatu 1 45700 Kuusankoski 044 375 3686 www.studio123.fi

30.10 - 5.11.2020 STUDIO 1 KARPO (7) | 8€ | 1h24min Thur 14:15 RISTO RÄPPÄÄJÄ JA VÄÄRÄ VINCENT (S) | 11€ | 1h26min Every evening 16:00 TOVE (16) | 12€ | 1h26min Every evening 18:00 STUDIO 2 ENSILUMI (S) | 11€ | 1h22min Fri, Sun, Thur 16:15 HONEST THIEF (7) | 8€ | 1h50min Sat, Mon-Wed 18:15 METSÄJÄTTI (7) | 12€ | 1h28min Fri, Sun, Tue, Thur 18:30 AIKA JONKA SAIN (12) | 12€ | 1h45min Fri, Sun, Thur 18:15

MOVIE Honest Thief Honest thief is a thriller movie based on Tom the bank robber who after meeting a woman wants to clear his crimes and live an honest life. However, he is met with two FBI agents that want him in jail. The movie starts with Tom the bank robber who is unhappy with his life. He meets a woman in a storage center and after a year of dating, he falls in love with her and decides to turn himself into the FBI. He hopes to get a shorter sentence by turning himself down. The FBI agents do not initially believe him, and they send two agents to check on him. These agents decide after meeting Tom to keep the money to themselves and not inform the other FBI agents. This starts a chain of events that lead to deaths and chasing.

This movie was captivating and fun to watch. It takes the audience with them and it is well shot with nice sceneries in England. There is a lot of car chasing and a lot of action. However, I felt that the plot went too fast and it was hard to follow at times. The storyline was promising but it went too fast with not much character build up.

STUDIO 3 AALTO (7) | 12€ | 1h46min Sun-Mon, Wed 18:15 COME AND PLAY (16) | 12€ | 1h37min Fri-Sat, Tue, Thur 16:30 SAINT MAUD (16) | 12€ | 1h24min Every evening 18:30

Students/armed services, pensioners 1€ discount on all full priced tickets of 10€ or more

Written by Marian Keinan 11