Innovation and internationalization: students put city marketing into practice in The Netherlands

On the occasion of the International Week, some Business Administration and Marketing students from CEU in Elche travelled to Fontys University in Eindhoven

Some Business Administration and Marketing students travelled from the campus in Elche and visited Fontys University, in Eindhoven (The Netherlands) where they had the chance to share three days of dedicated work with Hogeschool Communicatie professors and students with the aim of studying Eindhoven development strategy through city marketing techniques.

This activity took place during the “International Week”, a CEU professors’ initiative held this year for the fourth time and divided in two parts. In October 2016, during the first part, professors and students from Fontys University, professors from the University of Lodz (Poland) and Vilnius University (Lithuania) gathered in Elche with professors and students from CEU for four days with the aim of analysing Elche’s touristic strategy using Design Thinking as an assessment method.

During the second part, professors and students from Elche travelled to Eindhoven in order to study the city’s development strategy. Students from both Universities worked with marketing experts analysing Eindhoven transformations in the Strijp-s area, where Philips’ ancient factory was located. Moreover, they analysed the urban development project through the conservation of unique buildings and the rehabilitation of the city area as a service and residential area. They also visited the communication agency where the project Eindhoven365 is based. The managing director Peter Kentie also gave a lecture on Eindhoven’s City Marketing project.

As a result of the visit, many research or students exchange collaborative projects have been launched with the aim of promoting Universities internationalisation. Moreover, Fontys University invited some CEU professors from Elche to give lectures during their International Week.

Read the original article in Spanish here!

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