"International Marketing Week", BIP-ID: 2023-1-DE01-KA131-HED-000120916-1

BIP Coordination: Heilbronn University of Applied Sciences, D HEILBRO01

BIP Partners (7): UC Leuven, B LEUVEN18 (Belgium); EPEC, B BRUXELS82 (Belgium); LAB, SF LAHTI11 (Finland); Munster Technological University, IRLMUNST01 (Ireland); The BA School of Business and Finance, LV RIGA13 (Latvia); The Hague University of Applied Sciences, NL S-GRAVE13 (The Netherlands); 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 of Applied Sciences, was held for the 16th time in 2025, and this edition was conducted as a Blended Intensive Programme (BIP).

A total of 44 students from partner universities, including 33 students participating in the BIP, as well as 12 students from Heilbronn University of Applied Sciences, worked in internationally mixed teams on a marketing project in cooperation with Mercedes-Benz AG.

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

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

The active involvement of three accompanying international tutors not only facilitated the exchange of best practices but also strengthened the relationships between the participating higher education institutions.

Through a shared network of BIP partners, Blended Intensive Programmes are regularly organized at the various partner universities. This enables the offering and joint development of diverse teaching and learning approaches, benefiting both the participating lecturers and the students.