The Experiential Learning, Interactive/Intensive European Brand Management Course (brandY) is a 36-month Erasmus+ project supported and funded by the European Union with the main objective of designing, implementing, and testing an innovative experiential learning module to train management (more specifically marketing) students so that they can better succeed in the labour market. One of the main values and important features of the project is its interdisciplinarity, which, in addition to group spirit and high level of expertise, ensures a multi-faceted approach and, through this, a complex common European way of thinking. The interdisciplinary approach is reflected in the professional content, in that it involves not only highly qualified and experienced professors from the 11 participating universities, but also corporate experts, independent researchers and talented students from the partner institutions in the joint thinking and creative process in the fields of international marketing, brand management, new technologies and gamification. The tangible outcome of the project will be an experiential, interactive international brand management study module. It will use the game-based scenario – available on a web-based platform - to increase the effectiveness of teaching and enhance and increase student engagement in the teaching-learning process. The teaching module brandY will strongly impact the teaching of brand management strategies giving students and teachers the possibility to improve the skills needed on the labour market.
The specific goals of the project are:
- Incorporating experiential learning based on gamification into formal course offerings as a tool for student competences and labour market integration
- Enhancing the pedagogical tools and effectiveness of marketing researchers and lecturers
- Improving student competences and knowledge, especially in the disciplines of international brand management and intercultural management
- Involving SMEs in university curriculum development projects
- Improvement of student mobility and knowledge sharing between the consortium partner universities and dissemination of project results
- Taking cooperation between partner universities to a new level
Main results and outputs of the project/research
- The main activities undertaken in the project are described in the form of 4 work packages
- Work Package 1: Developing innovative and interactive teaching materials and content.
- Work Package 2: Learning Instrument Guidelines, Procedures and Handbooks for students and teachers to easily implement the course into practice.
- Work Package 3: IT platform and interactive game interface – gamification of the teaching materials.
- Work Package 4: External communication, dissemination, and scientific promotion
The benefits and expected results of the project:
The beneficiaries of this project are on the one hand the university students (in terms of learning and chances on the labour market) and teachers (in terms of developing an online curriculum using this new model of online teaching/learning brand management), on the other hand employers and public institutions interested in employing young European brand management experts.
University of Economics in Katowice, Poland – the project’s professional leader, main tenderer, and coordinator. The consortium consists of 11 high-prestige institutions of higher education:
- Université Savoie Mont Blanc (France),
- Budapest Business School (Hungary),
- Universitatea din Bucuresti (Romania),
- Immanuel Kant Baltic Federal University (Russian Federation),
- Universitaria San Pablo-CEU-Universidad CEU Cardenal Herrera (Spain),
- Hogeschool West-Vlaanderen Howest (Belgium),
- Universidad de Leon (Spain),
- Università degli Studi di Trento (Italy),
- Haute École Specialisée de Suisse Occidentale (Switzerland),
- Bauhaus-Universitaet Weimar (Germany)
- University of Economics in Katowice (Poland).
Website of the project: under development
This project has been funded with support from the European Commission.
The European Commission's support for this project does not imply endorsement by the Commission of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.