"International Marketing Week", BIP-ID: 2022-1-DE01-KA131-HED-000056461-5

BIP Coordination: Heilbronn University of Applied Sciences, D HEILBRO01

BIP Partner (8): UC Leuven, B LEUVEN18 (Belgium); EPHEC, B BRUXELS82 (Belgium); IBA Kolding, DK KOLDING10 (Denmark); LAB, SF LAHTI11 (Finland); Technological University of the Shannon: Midlands Midwest, IRLSHANNON02 (Ireland); Munster Technological University, IRLMUNST01 (Ireland); The BA School of Business and Finance, LV RIGA13 (Latvia); Karlstad University, S KARLSTA01 (Sweden)

As part of the International Marketing Week BIP, students were tasked with developing a communication concept for a digital service offered by the project partner Mercedes-Benz AG while working in internationally mixed teams. In addition, accompanying team-building activities were designed to strengthen the participants’ intercultural competencies.

The International Marketing Week, organized at the Künzelsau campus of Heilbronn University, was held for the 15th time in 2024 and for the second time as a Blended Intensive Programme (BIP).

A total of 41 students from partner universities and 12 students from Heilbronn University of Applied Sciences worked on a marketing project in cooperation with Mercedes-Benz AG in internationally mixed teams.

The project work was complemented by a variety of cultural and team-building activities that contributed to strengthening the students’ intercultural competencies.

The programme can be considered a complete success, as evidenced by the enthusiastic feedback received from the participants. The project partner, Mercedes-Benz AG, was also highly satisfied with the results, which were presented by the 11 student teams to Mercedes-Benz representatives at the end of the week.

The active involvement of six accompanying tutors from partner universities not only facilitated the exchange of best practices but also strengthened the relationships between the participating higher education institutions.