International learning format
By Prof Dr Yvonne Graf, Emma Soubercaze (IBD 2) and Martina Traub-Kaiser
So, what is a BIP? These three letters stand for “Blended Intensive Programme”. This is a scheme offered by Erasmus+, the EU programme for education, training, youth and sport, and combines virtual learning with a brief, sponsored period abroad. One of these BIPs was taken up by 2nd-semester MSc students of International Business Development (IBD), run by Prof. Dr. Yvonne Graf and Prof. Dr. Tobias Schütz, this summer semester. The “Customer Experience and Customer Relationship Management” seminar was hosted by the LIUC Università Cattaneo in Castellanza, Italy, partner university to the ESB Business School. Teachers and students also came from the University of Namur in Belgium and the HÄME University of Applied Sciences in Finland.
The first part of the programme featured numerous online lectures, which focused on the relationship between customer experience (CX) and company performance, and on marketing automation. Students were actively involved through virtual group work and discussions about their personal experiences and impressions. At this stage already, international teams were formed, which initially worked on their final presentations online. This enabled them to put the concepts they had learned on the course directly into practice.
Face-to-face lectures were held at the LIUC in early May. There, students got to know their international team members and the professors in person. The lecture programme included methods of measuring marketing activities and a critical examination of existing marketing models. The programme concluded with a joint visit by students and professors to the NGO Cometa in Como, which provided insights into the creation of an extensive education concept intended to promote social integration.
As well as the lectures, students enjoyed a diverse programme of events in Italy. One highlight was a guided tour of the Fontanafredda wine estate, including wine tasting and lunch. What’s more, Prof. Mauri from the LIUC made a real childhood dream come true: students were given an exclusive guided tour of the Ferrero factory where the products Ferrero Nutella B-Ready, Kinder Chocolate and Ferrero Rocher are made.
The coordinator of the MSc International Business Development, Martina Traub-Kaiser, made the most of her two-day stay at the LIUC to exchange ideas with her colleagues there about running another BIP and deepening the relationship between the two universities.
The students’ summary of the event speaks for itself: “The course was an excellent opportunity to expand our knowledge and understanding of customer experience and customer relationship management. At the same time, we were able to immerse ourselves in Italian culture and get to know other cultures as well. This gave us a unique opportunity to work in an international team and take part in this experience together. We forged valuable relationships and benefited from the insights and opinions of our international cohorts. This course not only enriched our knowledge but also made a mark on us personally, and will remain in our memories for a long time to come.”
This special learning experience was made possible by Prof. Dr. Andreas Taschner’s contacts at LIUC, the support of colleagues at the Reutlingen International Office (RIO) and Elizaveta Renz, as well as the committed efforts of Professor Graf and Professor Schütz, who accompanied and carried out this innovative programme.
