Cultural exchange and innovation in Blended Intensive Programmes Antwerp and Turkey

Can you tell us more about the BIP in Antwerp? 

Arnoud: ‘The BIP in Antwerp, named Cross Border Brand Communication project, had a blended structure, meaning we started with online sessions in April before meeting in person in May. The programme involved 32 students from six partner universities, including those from Portugal, France, Finland, Belgium, the Netherlands, and Austria.’  

‘The student's main task was to develop a marketing communication campaign for a financial app used in Belgian festivals like Tomorrowland, Pukkelpop and Rock Werchter. The initial research phase was conducted online, and then the students met in Antwerp to form teams and come up with ideas and pitch them to Defiant, an advertising agency, and their client Bonsai.’ 

How was the overall experience for the students in Belgium? 

Arnoud: ‘It was intense but incredibly rewarding for the students. The schedule was tight, with daily deliverables, mini lectures about strategy, concept creation and pitching as refreshers and feedback sessions. The students started with excitement, felt the pressure mid-week, and then experienced a great sense of achievement by the end.’ 

‘We also had various activities like an Antwerp city tour, a pub quiz, and a beer brewery visit to foster team bonding. By Friday, after presenting their campaigns, there was a significant sense of relief and accomplishment. The client was very happy with the presentations.’ 

How did the BIP in Turkey differ from the one in Antwerp? 

Çağrı: ‘The BIP in Turkey, the Intercultural Marketing Communication and Project Management project, also followed a blended format, beginning with online workshops and lectures from mid-April to early May. This programme had a different focus, with an emphasis on creating sustainable business communication strategies for an agricultural tech solutions company, Doktar Technologies. We had 35 students from five universities, including those from Yaşar University in Turkey, University of Georgia, Iscap Polytechnic Institute of Porto, Koblenz University of Applied Sciences and Breda University of Applied Sciences, and 13 different national backgrounds.’  

‘The in-person week in Turkey included not only work sessions but also cultural activities like visits to ancient cities, beach days, and dinners. This blend of work and cultural immersion created a unique bonding experience among the students.’  

What was it like for you personally to be back in Turkey for this programme?  

Çağrı: ‘It was nice to be back in my hometown, İzmir. Organising the programme and facilitating interactions between students from diverse cultural and academic backgrounds was very rewarding. For many students, it was their first time in Turkey. The cultural aspects and the intense schedule helped them form lasting friendships and memorable experiences.' 

What were the main outcomes of the BIP in Turkey for the students and the company involved?  

Çağrı: ‘The students worked in six mixed groups, each proposing ideas to improve the company’s app and suggesting collaborations with NGOs and universities to enter new European markets. Their presentations were well-received by the company employees, who really appreciated the practical suggestions and inspiration.’  

How do you see the future of these BIPs? 

Arnoud: ‘These programmes have proven to be very effective in bringing together students from different countries and disciplines to work on meaningful projects. The strong community built around these BIPs, involving universities from multiple countries, is a testament to their success. We're already planning the next edition, which will take place in Vienna. Each year, the content may vary, but the core structure remains the same, ensuring a consistent and enriching experience for all participants. And we take feedback into account from students to improve every year’. 

Çağrı: ‘I agree. The financial constraints in Turkey make it challenging for them to host students outside off Turkey, so the next edition will take place in Turkey again, but the local programmes offer numerous opportunities with a limited budget. These experiences are not only educational but also life-changing for the students. We're committed to continuing these BIPs and exploring new ways to enhance their impact.’