From the 26 th until the 30 th of June, 2023, Universidad CEU Cardenal Herrera in
Valencia, Spain has hosted in the last Intensive Programme of the Erasmus +
project, Experiential education. Interactive/ /Intensive course of European brand
management (brandY).
The event reunited teachers from prestigious European universities, such as
University of Economics in Katowice (Poland). Université Savoie Mont Blanc
(France),), Universitaria San Pablo-CEU- Universidad CEU Cardenal Herrera
(Spain), Hogeschool West-Vlaanderen Howest (Belgium), Haute École Specialisée
de Suisse Occidentale (Switzerland) who monitored 24 students from Budapest
Business School, Howest University of Applied Sciences, Universidad CEU
Cardenal Herrera, Università degli studi di Trento,
This last event was meant to test and use the e-learning platform as an interactive
experience to the users and allow students to perform educational tasks around
brand management.
In fact, this IP represents the climax of more than three years of international
cooperation between the project partners, presenting all the project products: the
Book and the e-Book, the e-learning platform, Brandy website and the final stages
of the Dissemination module.
The practical activities have been performed by the students in international teams
using the theoretical input, instructions and the description of all the tasks as a
result of all the preliminary workshops delivered in the previous six IPs:
Targeting – Buyer Personae
Positioning & Clothes Collection
Brand Narrative system workshop
Customer Journey mapping
Brand Communications
Brand Loyalty program workshop
Internationalization plan
In international teams, the participating students have worked hard in order to
apply the theoretical input onto the IT platform, creating activities and solving
problems.
In the end, each team presented, in front of their peers and the panel of teachers,
their reports on the entire session, identifying their strengths and weaknesses,
providing ways of solving the tasks and showing their ingenuity in providing
solutions.
The scores registered by the international teams were reflected in a hierarchy
emphasizing the way each task was accomplished according to the assessment grid
described by each of the task mentors.
The final outcome was a very complex package of good experience, of sharing
ideas, of harmonizing the problems with solutions, within an international
framework.
All in all, the IP activities and workshops provided the necessary resources and
information for the design of a virtual platform as an instrument of
teaching/learning the brand management within an international framework.
