Experiental education. Interactive/Intensive course of European brand management (2020-2023)


Experiental education. Interactive/Intensive course of European brand management (brandy) is an Erasmus+ project with the main to design, implement and test an innovative experiential learning instrument to train management (more specifically marketing) students for their better employability. Team spirit, professionalism, the exchange of experience between the 11 partners involved in this endeavor provide the project with an interdisciplinary working framework reuniting professors with expertise in various fields, researchers, students and experts in international marketing, brand management, new technologies and gramificication. The result of the project will be the experiential based, interactive IP study module from the area of international brand management. It will use the game based scenario to increasing the effectiveness of teaching and involvement of the students. It will be available on internet platform together with the support. The teaching module BrandY will strongly impact the teaching the brand management strategies giving the students and teachers possibility to improve the skills needed on the job market.

The specific goals of the project are :

  • To introduce the concept of game based experiential teaching as a way to increase the competences of students and for a better employability
  • To improve the academics' teaching skills and competences in marketing
  • To increase the knowledge of the students in area of international brand management but also intercultural management
  • To invite the SMEs to be part of university programme development
  • To inscrease mobility of the students from the partner universities, both during the project but also due to dissemination the project outputs.
  • To enlarge the international cooperation among the partner universities

Project activities :

The main activities undertaken in the project are described according to 4 work packages

WP 1 : Developing innovative and interactive teaching materials and content.

WP 2 : Learning Instrument Guidelines, Procedures and Handbooks for students and teachers to easily implement the course into their practice.

WP 3 : IT platform and interactive game dashboard - gramification of the teaching materials.

The beneficiaries of this project are on the one hand the university students (in terms of learning and chances of employability) 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.

Partners :

University of Economics in Katowice, Poland is the leader of this international project.

The consortium is composed of 11 partners from prestigious higher - education institutions : Université Savoie Mont Blanc (France), Budapest Gazdasagi Egyetem (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), Universita degli Studi di Trento (Italy), Haute École Spécialisée de Suisse Occidentale (Switzerland), Bauhaus-Universitaet Weimar (Germany) and University of Economics in Katowice (Poland).

Contact : 

Stéphane Ganassali - stephane.ganassali@univ-smb.fr

The European Commission's support for production of this publication does not constitute an endorsement of the contents, wich reflect the views only of the authors, and the Commission cannot be held responsible for any use wich may be made of the information contained therein.

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Depending on the objectives and the composition of the Strategic Partnership, projects may be of two types:

  •      Strategic Partnerships supporting innovation;

Projects are expected to develop innovative outputs, and/or engage into intensive dissemin

ation and exploitation activities of existing and newly produced products or innovative ideas. Applicants have the possibility to request a dedicated budget
for Intellectual Outputs and Multiplier Events in order to directly answer
to the innovation aspect of the Action. These types of projects are open
to all fields of education, training and youth.

  •     Strategic Partnerships supporting exchange of good practices:

The primary goal is to allow organisations to develop and reinforce networks, increase their capacity to operate at transnational level, share and confront ideas, practices and methods. Selected projects may also produce tangible outputs and are expected to disseminate the results of their activities, although in a way that is proportional to the aim and scope of the project. These results and activities will be co-financed through the standard budget for project management and implementation.


Consume- aware  2016-2019

Aim: Enhancing quality in innovative higher education about consumer awareness.
More infromation to come

Co-ordinator: University of Economics in Katowice

Project website: http://www.ue.katowice.pl/en/events/consume-aware/


MARCIEE (Marketing Communication Innovativeness of European Entrepreneurs) 2014-2016

The importance of entrepreneurs is significant for the economic development of European economies.  Entrepreneurs have the chance to differentiate themselves from established competitors in the market with the help of dialogue communication. The new digital communication services in the field of social media provide the entrepreneurs with excellent possibilities to address their clients regardless of limited resources and cultural boundaries.

Entrepreneurs' adaption of modern communication technologies and innovative customer relationship maintaining technologies opens a broad range of research opportunities. Entrepreneurs are often innovators in their domain, but insufficiently trained in establishing and maintaining customer dialogues. Moreover, their levels of customer relationship management differ and they are often not familiar with the use of modern technologies in support of these processes.

One practical aim of MARCIEE is to strengthen the innovativeness of European entrepreneurs and to professionalize their intercultural communication and marketing activities in order to establish competitive advantages over non-European entrepreneurs. The international cooperation of doctoral students, post-docs and other interested researchers makes it not only possible for them to have access to data from different European nations, but also to learn how to cope with intercultural challenges. These concern the contents of research activities (e.g. equivalence of scales in intercultural comparisons) and the differing research traditions, processes and theoretical explanations across cultures.
Two paths exist:

One dedicated to Master's students, the other one to PhD's students.

IAE Savoie MontBlanc is a partner since Fall 2014.

Co-ordinator: University of Kassel

More information