Brand project in cooperation with Mercedes-Benz, BIP-ID: 2021-1-DE01-KA131-HED-000005600-2

BIP Coordination: Heilbronn University of Applied Sciences, D HEILBRO01

BIP Partners (5): UC Leuven-Limburg, B LEUVEN18 (Belgium); EPHEC, B BRUXEL82 (Belgium); Sorbonne Paris Nord University, F PARIS013 (France); Fachhochschule des BFI Wien, A WIEN38 (Austria); S OREBRO01 (Sweden)

Further development of intercultural competencies and enhancement of participants’ understanding of different approaches to problem-solving. Strengthening and advancing international cooperation among students, lecturers, and partner institutions.

The International Marketing Week 2023, organized as a Blended Intensive Programme (BIP) at Heilbronn University, was a great success. A total of 25 students from various European partner universities, as well as students from Heilbronn University, participated in the programme and were supported throughout the week by six coaches.

The International Marketing Week began with a successful preparatory online meeting in mid-March 2023, during which participants were introduced to the pre-assignment and the programme schedule. In addition, several speed-dating sessions ensured that participants had the opportunity to get to know each other before the start of the on-site week. The virtual event was complemented by a range of fun activities, including a pub quiz and movie-guessing games.

The on-site phase of the BIP, which took place from 27 to 31 March 2023 at the Künzelsau campus of Heilbronn University, was carried out as planned. Throughout the week, students worked in internationally mixed teams, with each team consisting of five students from five different universities, to develop a communication concept for the Mercedes-Benz Data Brand.

At the beginning of the week, the responsible Mercedes-Benz managers conducted a hybrid kick-off meeting. They were also involved in a hybrid interim presentation on 29 March 2023, during which they reviewed the teams’ progress and provided valuable feedback for the final presentations, which took place on 31 March 2023 at the Künzelsau campus. The managers were highly impressed by the quality of the final presentations, and the ideas and concepts developed by the students will contribute to the further development of the Mercedes-Benz Data Brand.

The academic programme was complemented by a visit to the Mercedes-Benz Museum in Stuttgart as well as various social activities, including a sports event, an international evening, and a pub tour. These activities promoted team building and intercultural exchange among the participants.

The participation of both students and accompanying coaches also helped strengthen cooperation between the participating universities and facilitated the exchange of best practices. The positive reception of the International Marketing Week was reflected not only in the programme evaluations but also in the numerous positive comments and posts shared by participants on LinkedIn after the event. As a result, the programme generated visibility and impact beyond the immediate group of participants.

The participating partner institutions are planning additional BIPs in their respective programme countries. This will further strengthen the existing network, facilitate the implementation of new collaborative projects, and contribute to increasing student mobility across the partner institutions.