Breaking into Sports: Tech Wittenborg Student Gains Valuable Industry Experience 

Hilal Bafrali Develops Hands-on Skills and Gets Industry Insights at InnoSportLab De Tongelreep

Wittenborg student Hilal Bafrali recently completed a highly enriching and dynamic internship at InnoSportLab De Tongelreep, an Eindhoven-based company specialising in technology and innovation to enhance performance in swimming sports. Hilal, originally from Turkey, is pursuing a bachelor’s degree in Hospitality Business Administration (HBA), with a specialisation in Sport Business Management.

From January to July, she worked as a Marketing Analyst intern at the company. In this role, she was responsible for various marketing activities, including market research focused on swimming sports in the Netherlands, as well as front-desk and administrative duties. To get the position, Hilal researched sports tech companies online, made a list and began sending out her CV until she received a positive response from InnoSportLab De Tongelreep.

The student highlights that this experience helped her develop important professional skills. “In addition to hard skills such as website design, content creation, video production and social media management, I also learned how to handle clients in direct communication, assisting them at the pools and answering their questions,” she explains.

According to Hilal, some of the most enjoyable aspects of her internship included learning to use marketing and project management tools such as Canva, WordPress, ClickUp and DaVinci Resolve. However, the experience also came with challenges, such as a costly daily commute of three hours from Apeldoorn to Eindhoven, and the fact that it was her first experience in the sports industry.

“At first, I struggled to create workable plans and to keep up with the talent in a company that is at the forefront of sports science. But I feel very lucky to have had the chance to work at InnoSportLab. I met many seasoned professionals in the sports industry, so it was a great networking opportunity,” Hilal emphasises.

The student is currently working on her graduation assignment and conducting research in the field of sports business. After graduating, she plans to look for jobs related to sustainability, sports or community development projects.

“I’m also passionate about economics and the disciplines related to it. Sociology, finance, accounting, business and philosophy are among my main areas of interest. I enjoy learning about these subjects and developing my own theories about current world dynamics.”

She encourages other students to pursue internships, emphasising that they are an investment in their future careers. “It’s great when you can intern at a company that helps you recognise your strengths and weaknesses. It contributes to your personal development and helps you correct mistakes, giving you a more rational approach that can even be useful in everyday life,” Hilal concludes.

WUP 25/08/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG4: Quality Education
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#Diversity
#highered
#research
#internationalstudent
#studyinholland

Students Share Their 2025 Summer School Highlights

https://www.wittenborg.eu/students-share-their-2025-summer-school-highlights.htm

Learning, Culture and International Connections in Marketing & Branding

In 2025, Wittenborg University of Applied Sciences has welcomed a diverse group of students for its Summer Programme in Marketing & Branding. For the first time, the business school hosted a large Erasmus+ mobility cohort, including students from the European University in Georgia and the Guangzhou Institute of Science and Technology in China. The programme provided participants with an opportunity to study and interact in an international environment.

The academic programme combined lessons on marketing, branding, and entrepreneurship with interactive activities such as group projects, presentations, and games. Giorgi Tebloshvili said, “We learned a lot about marketing and branding. Working on cases in groups brought us together and sharing ideas made our answers more complete.”

For Mariami Kutubidze, the programme was both challenging and rewarding: “During lessons, we played games like Kahoot!, which made it really interesting. Presentations helped us to move forward. One of the new skills I gained was collaboration, and it was really helpful because it made me think critically.”

Muhammed Anwar Ul Haq reflected on how the programme improved his presentation and problem-solving skills: “We learned new skills and new software to present more professionally. The quick questions and exercises pushed us to think faster and inspired me to improve myself.”

Students also highlighted the cultural side of their experience. Salome Magaldadze said, “In Georgia, we don’t have so many bicycles. Here in Apeldoorn and Amsterdam, people use them everywhere.” She added that adjusting to new routines could be challenging: “I’m an introvert, so it was overwhelming at first to talk to so many people. But I really enjoyed it because I made new friends and gained more confidence in myself.”

Allegra Zazzaro, Digital Content & Community Administrator, who accompanied the groups on many excursions, said students enjoyed exploring Dutch culture through arts, sightseeing, and food. Highlights included visiting Palace Het Loo, seeing Vermeer’s Girl with a Pearl Earring at the Mauritshuis Museum, tasting local cheeses at the market and visiting The Hague.

When asked what they would take home from the programme, students mentioned both practical skills and personal growth. Zuka Dolidze said, “For future students, this is the best experience. You have to try it.”

Read more about the 2025 Summer School here.

WUP 22/08/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG4: Quality Education
#Internationalisation
#Diversity
#internationalstudent
#apeldoorn

Wittenborg Hosts Its Most Successful Summer School Yet

https://www.wittenborg.eu/wittenborg-hosts-its-most-successful-summer-school-yet.htm

Students Explore Marketing and Culture at Wittenborg's 2025 Summer School

Wittenborg has just wrapped up its most vibrant Summer School to date, welcoming students from across the globe for a three-week programme on Marketing & Branding.

For the first time, Wittenborg hosted a large Erasmus+ mobility cohort, welcoming a significant group of incoming students under this framework. Students joined from partner institutions, including the European University in Georgia and the Guangzhou Institute of Science and Technology in China. From 28 July, they explored Dutch culture and history through museum visits and city tours, including Palace Het Loo, Apeldoorn, Amsterdam and The Hague, and enjoyed social activities such as group bowling and farewell dinners.

This year’s Summer School was organised in two parts: the first two weeks brought together students from Georgia, Ukraine and Pakistan, while an additional week welcomed students from Guangzhou, giving everyone a unique opportunity to connect with peers from different parts of the world.

“The Summer School was carefully designed to balance academic learning with cultural immersion and social engagement,” said Eunice Cheung, Regional Admissions Manager and one of the organisers. “With a focus on Marketing & Branding, the programme combined structured lessons with opportunities for intercultural exchange, encouraging participants to think creatively and critically.”

Learning by Doing

Under the guidance of Aydan Holtrigter, Jian Liu, Marlon Birdsall, Fahad Shakeel, Vanessa de Oliveira Menezes, Rauf Abdul and business trainer Marina Mchedlidze, students explored Marketing, Consumer Behaviour, Entrepreneurship, Sustainable Marketing & Ethics, Branding, Brand Strategy Development and more.

Michael Sheppard, Recruitment & Sales Representative, led sessions on English Language and Business Communication.

“My main aim was to give every student visible value – knowledge, ideas and concepts they can immediately apply in their lives,” he said. “As a university of applied sciences, Wittenborg focuses on practical learning, building confidence and learning through doing. Presentation skills were a key highlight; students learned to structure knowledge, practise English and overcome fears. Cultural considerations were equally important, including giving feedback and managing conflict in different contexts. And the fun trips, especially our canal-boat ride in Amsterdam, added a memorable dimension to learning.”

The programme was further coordinated by Allegra Zazzaro, Ava Mehrani, Aynur Deliveli, and student representatives Arshia Baharloueiyancheshme and Kejli Kadiu, ensuring every activity ran smoothly and participants had support throughout their stay.

“One of the highlights was the student presentations,” Cheung added. “They drew on their own cultural backgrounds to develop and share ideas, creating inspiring discussions that blended different perspectives. For many, this was their first extended stay abroad, giving them a meaningful step outside their comfort zones and sparking inspiration for their future paths.”

A Global Perspective  

Peter Birdsall, Wittenborg President, also delivered a lecture on Foundations of Entrepreneurship and reflected on the Summer School’s international dimension:

“This year’s Summer School was the most successful because it brought together students from different parts of the world. The students blended seamlessly, enjoying the academic sessions, communication workshops and social activities. By the final goodbyes, I was amazed at their outgoingness. They had visited many cities, enjoyed the programme fully, and made connections that will stay with them for years to come.”

Birdsall also praised the organisers:

“I would like to thank everyone who helped make this Summer School such a success, especially Michael, for bringing a unique teaching dynamic, and Eunice, who went above and beyond to ensure the Chinese group had a valuable experience.”

Wittenborg looks forward to welcoming the next cohort in 2026.

WUP 21/08/2025 
by Erene Roux 
©WUAS Press

Tags
#Erasmus+
#Internationalisation
#internationalstudent
#SDG4: Quality Education
#studyinholland
#research
#ResearchCentre

Wittenborg and the Importance of AACSB Accreditation 

https://www.wittenborg.eu/wittenborg-and-importance-aacsb-accreditation.htm

Rauf Abdul Reflects on Wittenborg’s AACSB Alignment

Wittenborg continues to strengthen its commitment to delivering high-quality, internationally oriented business education by aligning with the principles of AACSB (the Association to Advance Collegiate Schools of Business), a globally recognised standard of excellence for business schools. 

Understanding AACSB Accreditation

AACSB accreditation is known worldwide as the longest-standing, most recognised form of specialised accreditation that an institution and its business programmes can earn. Accreditation is a voluntary, nongovernmental process that includes a rigorous external review of a school’s mission, faculty qualifications, curricula and ability to provide the highest quality programmes.

According to Rauf Abdul, Head of the School of Business, “AACSB provides a framework for business schools to ensure that teaching, research and engagement with society meet global best practices. It reflects a commitment to diverse, ethical and applied business education.”

A journey of growth and alignment

Since relocating to Apeldoorn in 2010, Wittenborg has grown from a small applied sciences institution to a globally oriented business school. In 2018, Wittenborg made the decision to pursue alignment with AACSB principles after attending the first ever ICAM (International Conference and Annual Meeting) of AACSB in Vienna.

As part of this process, Wittenborg developed a Strategic Plan (2022–2026) with two strategic initiatives and seven operating goals, monitored via the Wittenborg-SPA system. Faculty classification systems were refined to align with AACSB standards (SA, PA, SP, IP) and Assurance of Learning (AoL) was implemented and integrated into the PDCA-based quality system, expanding on the existing framework.

The research centre was structured to expand the research portfolio, increase scholarly output and support engagement with EU-funded projects. Meanwhile, the curriculum was updated to reflect industry needs, global trends and ethical values.

Guided by mission and values

AACSB’s vision emphasises internationalisation, ethical leadership and continuous improvement, guiding institutions to align operations with mission-driven goals. For schools like Wittenborg, the framework encourages robust quality assurance systems, practical learning experiences and ongoing benchmarking against global standards.

Enhancing the student and staff experience

Following AACSB principles benefits both students and staff. Students gain access to curricula designed to develop practical skills, ethical decision making and managerial competencies, while staff benefit from structured professional development, research engagement and collaborative academic culture.

A path towards excellence

Institutions that engage with AACSB standards focus on innovation, curriculum relevance, global exposure and strong connections with industry partners. The process supports continuous improvement and helps position schools for greater international recognition.

“Embracing these principles ensures that students experience high quality education, global perspectives and ethical learning in every aspect of their studies,” Abdul adds. 

For further information about AACSB Accreditation, visit the official website here.

WUP 20/08/2025 
by Erene Roux 
©WUAS Press 

Tags
#AACSB
#Internationalisation
#Diversity
#accreditation
#accreditedbusinessschool
#SDG4: Quality Education

Wittenborg Prepares for EAIE 2025 in Gothenburg

https://www.wittenborg.eu/wittenborg-prepares-eaie-2025-gothenburg.htm

Wittenborg’s Stephen Orme Shares Insights Ahead of EAIE 2025 in Gothenburg

Wittenborg is gearing up for one of the biggest higher education events in Europe: the 35th edition of the EAIE (European Association for International Education) conference. This year’s edition will be held at Svenska Mässan in Gothenburg, Sweden, from 9 to 12 September. Following last year’s gathering in Toulouse, France, the move to Scandinavia promises a fresh dynamic and new opportunities for the international higher education community to connect, collaborate and share ideas.

The 2025 conference theme, 'GO-create', perfectly ties in with this, as it challenges participants to think about collaboration, cooperation and co-creation. Gothenburg’s commitment to sustainability also makes it an ideal location for the EAIE community to gather, explore key issues and create a shared vision for the future.

“Going to Scandinavia presents a very different dynamic than if you went to Spain or had it in the Netherlands. And probably the other benefit is that we’re likely going to hear a lot of ABBA!” said Stephen Orme, who was appointed Head of Business Development and Operations at Wittenborg earlier in 2025.

Orme has been involved with EAIE committees since 2008 and will attend the event both as a representative of Wittenborg and as one of the five EAIE board members. He will be joined by Wittenborg President Peter Birdsall, and the school’s team will be at Nuffic’s NL Pavilion to discuss study-abroad programmes, international partnerships and opportunities for collaboration.

Reflecting on the event, Orme said: “The annual EAIE conference is the biggest in international education in Europe that we have. It’s mainly to connect with people face to face, but also to explore new opportunities.”

Last year’s EAIE was attended by over 7,000 participants from 110 countries, which is why Orme is particularly looking forward to meeting many people and picking up discussions where they left off. “Of course, this is the first time I am also representing Wittenborg,” he added.

In the increasingly complex environment of higher education, Wittenborg, as a private business school and one of the most internationally oriented in the Netherlands, can play its part and identify how changing dynamics could present openings: “This is a great chance to look for strategic partnerships or strategic opportunities as a private business school. I think this is interesting for us to reach out and have conversations at the right level.”

This year’s EAIE conference offers a packed programme, including workshops, networking events, plenaries and poster sessions. Keynote speakers include Melati Wijsen, founder of Bye Bye Plastic Bags, and Swedish journalist and digital futurist Andreas Ekström. Workshops take place on the Tuesday before the main conference and require pre-registration, while sessions throughout the week are open to all participants.

For Orme, the conference is also a reminder that EAIE is more than just one annual event: “Many people associate EAIE with the conference, but it is much more than that. It’s a member association with more than 3,400 individual members working in the sector who can benefit from resources, professional development and networking opportunities throughout the year.”

As a board member, Orme helps shape this vision: “The board of EAIE is responsible for developing and executing the association’s strategy. That includes increasing member benefits, creating resources and representing our members at the European level. In June, for example, we were invited by the European Commission to meet the Director General in Brussels to discuss high-level topics that really impact the sector. So there’s also an advocacy role, where we sit at the table with other associations and policymakers.”

Wittenborg has a long-standing presence at the EAIE conference, and this year Orme is particularly excited to represent the school. “I’m thankful to Wittenborg for supporting me as an EAIE board member. I’m happy that Wittenborg sees the value of this significant network,” he said.

Birdsall also shared his perspective on the importance of EAIE. Participating in the conference has been part of Wittenborg’s international strategy for many years. Reflecting on his own experiences, he noted that he attended some of the very first EAIE conferences back in the 1990s, when international education was very different from today.

He emphasised that while the trade fair has grown enormously and now provides opportunities to meet agents and other service providers, the essence of EAIE remains the same: it is an international community of educators who have international education at heart. For Birdsall, it offers a valuable chance to connect with like-minded professionals and learn about new developments.  

“This year, I’m looking forward to meeting some of our Erasmus partners, joining discussion groups about the impact of artificial intelligence on internationalisation and international education, and to a small extent, exploring Sweden as I’ve never been there before.”

WUP 19/08/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#SDG4: Quality Education
#Internationalisation
#Diversity
#EAIE

First Wittenborg Staff Member Takes Part in Outgoing Erasmus+ Mobility Programme

https://www.wittenborg.eu/first-wittenborg-staff-member-takes-part-outgoing-erasmus-mobility-programme.htm

Amal Abi Orm Attends Erasmus+ Training on EU Project Design and Management in Sicily  

Amal Abi Orm, Financial Administrator at Wittenborg, recently travelled to Sicily, Italy, to participate in the training course 'EU Projects: Design and Management'. The course, which ran from 28 July to 1 August, was organised by the Associazione Artistica Culturale 'A Rocca' and EProjectConsult as part of the Erasmus+ KA131 Staff Mobility Project.  

This marks a first for Wittenborg, as Orm is the school’s very first staff member to take part in outgoing Erasmus+ staff mobility — building on previous incoming Erasmus+ activities and other international exchanges.

Learning the full EU project lifecycle  

The training brought together six participants: Orm, two colleagues from Ireland representing Meath Partnership, and three from Italy based at the Comune di Messina. Together, they explored the complete process of EU project management, from the initial proposal writing stage to the final reporting phase.  

Orm explained that the training addressed all key stages of project work: “The purpose of this training is helping me to ensure accurate budget management, transparent reporting and audit readiness for our organisation. Going through the full project lifecycle, from writing proposals, building consortia, proposal submission, project approval to final reporting, will help me have a better understanding and assist my team at Wittenborg more effectively.”  

She also enjoyed the cultural side of the experience: “Every day was a pleasure thanks to the delicious local food and the beautiful Mediterranean weather. It was also great to share the experience with trainees from different cultural backgrounds.”  

Erasmus+ in Wittenborg’s strategy  

Aydan Holtrigter, Research Centre Manager, explained how this training fits into Wittenborg’s broader internationalisation strategy.  

“Erasmus+ mobility supports Wittenborg’s mission to foster global engagement and lifelong learning by enabling staff to participate in teaching and training mobility across Europe. This initiative aligns with our strategic goals of enhancing intercultural competencies, expanding international partnerships and integrating global perspectives into our academic and operational frameworks.”  

She noted that the programme is embedded in Wittenborg’s commitment to internationalisation through the Erasmus Charter for Higher Education 2021–2027, which facilitates participation in mobility and cooperation projects.  

“The purpose of Erasmus+ mobility is to promote staff development through international exposure, strengthen institutional ties with partner universities and enhance the quality and competitiveness of Wittenborg.”  

Benefits for teaching, research and collaboration  

Holtrigter emphasised that the benefits extend well beyond individual development:  

“Staff gain new pedagogical insights and methods by engaging with diverse educational systems, which can be integrated into Wittenborg’s curriculum. Mobility fosters collaboration with international peers, opens doors to joint research projects and broadens our academic networks. It also strengthens cross-border cooperation, innovation and knowledge exchange.”  

She added that such experiences help staff develop important soft skills including intercultural communication, adaptability and leadership.  

Opportunities for staff  

The Erasmus+ KA131 programme offers both teaching and training activities. Teaching assignments allow staff to deliver lectures, seminars or workshops at partner institutions, with a minimum of eight hours of teaching. These assignments give staff the chance to share their expertise with international peers while gaining insights into different educational approaches.  

Training activities are available to both faculty and professional staff. These can include courses, job-shadowing or workshops focused on professional development, allowing participants to build new skills, explore different working methods and strengthen their knowledge in their area of expertise.  

“Choosing the right host institution or training event is key,” Holtrigter said. “Staff should consider the professional relevance of the opportunity, ensure it aligns with Wittenborg’s values of internationalisation, diversity and ethics, and make use of our existing partnerships with institutions in Slovenia, Poland, Estonia, Georgia and Azerbaijan.”  

She recommended using online platforms to find suitable opportunities:  

“One useful platform for training purposes is staffmobility.eu, which offers a broad variety of courses. Staff are encouraged to initiate or join projects that contribute to Wittenborg’s strategic development and academic excellence.  

"The Head of School, Research Centre or a direct supervisor can help find a suitable opportunity that aligns with individual development plans. More details on requirements, eligible countries and other guidelines can be found in the Mobility Policy for staff.”   

WUP 18/08/2025 
by Erene Roux 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#Ethics
#Erasmus+
#research
#ResearchCentre

Strategic Planning Boosts Sustainability in Small Manufacturers, Study Suggests

https://www.wittenborg.eu/strategic-planning-boosts-sustainability-small-manufacturers-study-suggests.htm

Wittenborg Researchers Explore How Structured Planning Drives Long-Term Performance in SMEs

A new academic study highlights how small and medium-sized manufacturing companies can unlock long-term sustainability and resilience through Systematic Strategic Planning (SSP), even in the face of economic uncertainty and limited resources. 

Wittenborg researchers Ahmed Mehta and Rauf Abdul have co-authored the study, published in open-access journal PLOS One, titled ‘Strategic planning as a catalyst for sustainability: A mediated model of strategic intent and formulation in manufacturing SMEs’.  

They collaborated with Syeeduz Zafar Qazi (University of Business and Technology, Saudi Arabia), Rasheedul Haque (MAHSA University, Malaysia), Abdul Rahman Senathirajah (INTI International University, Malaysia), Waqas Baig and Rabia Sajjad (both from Hailey College of Banking and Finance, Pakistan). 

According to Mehta, the research is particularly relevant in volatile economic contexts such as Pakistan, where small and medium enterprises (SMEs) face ongoing political, financial and operational challenges. 

“SMEs are often left out of the conversation when it comes to long-term sustainability strategy. We wanted to highlight how even smaller firms, operating with limited resources, can implement systematic planning to improve their performance across economic, environmental and social dimensions.” 

He noted that the research offers a roadmap not just for individual businesses but also for policymakers seeking to strengthen SME ecosystems.  

Understanding the model  

The study draws on two widely recognised theories: the Triple Bottom Line (TBL), which approaches sustainability through the lens of People, Planet, and Profit; and the Resource-Based View (RBV), which emphasises the importance of a business’ internal capabilities and competitive advantages in achieving sustainability. Moreover, it incorporates the concepts of Strategic Intent (SI), reflecting an organisation’s long-term vision and commitment to its strategic goals, and Strategic Formulation (SF), which involves developing actionable strategies to realise those objectives. 

Using data collected via questionnaires from 410 senior executives of Pakistani manufacturing SMEs, the researchers conducted a quantitative analysis to examine how Systematic Strategic Planning (SSP) influences Sustainable Performance (SP). 

The results reveal that SSP significantly improves sustainable performance, and this effect is strengthened when companies have a clear strategic intent and a solid plan for executing it. 

“Our findings show that it’s not just about having a strategy. What makes the difference is aligning that plan with a strategic purpose and translating it into well-defined initiatives. That’s how SMEs can improve their competitiveness, resilience and contribution to sustainable development goals,” Mehta explained.

Real-world relevance

The study is one of the first of its kind to focus on manufacturing SMEs in Pakistan, a sector that plays a vital role in the country’s economy but is often underserved in both research and policy. These businesses face structural challenges such as lack of formal governance, resource limitations and poor access to innovation infrastructure. 

According to the authors, many Pakistani SMEs still rely on informal planning and ad hoc decision-making, which undermines their long-term resilience. The research suggests that embedding SSP, which includes continuous monitoring, strategic reviews and alignment with sustainability goals, could help overcome these barriers. 

“Our research gives business owners a practical framework,” said Mehta. “It shows how breaking down strategy into manageable steps, guided by a clear intent and thoughtful formulation, can create lasting value not just for the company, but for society and the environment as well.” 

Implications for managers and policymakers

The paper outlines a number of recommendations for SME managers and policymakers. These include promoting strategic planning training tailored to SME contexts, supporting the institutionalisation of planning and monitoring processes, encouraging SME leaders to adopt long-term visions rather than short-term fixes and creating incentive structures for sustainable innovation and performance. 

It also emphasises the need for capacity-building programmes that improve not only strategic literacy but also the internal capabilities needed to execute plans effectively. 

“From a managerial perspective, our study offers a blueprint for how to align a company’s internal processes with broader sustainability goals,” Mehta commented. “And from a policy angle, it points to areas where support structures could make a real difference.”

A broader academic contribution

Beyond its practical value, the study contributes to academic literature by integrating Strategic Intent and Strategic Formulation as mediators within the Systematic Strategic Planning – Sustainable Performance relationship. This offers a more nuanced understanding of how strategy works in small firms under pressure and strengthens the application of Triple Bottom Line and Resource-Based View theories in emerging-market contexts. 

“Our framework is scalable,” Mehta added. “What we found in Pakistan could also apply to SMEs in other developing economies facing similar constraints. The key is in tailoring planning to the realities on the ground.”

WUP 15/08/2025 
by Ulisses Sawczuk 
©WUAS Press 
Tags
#Impact Statement
#Internationalisation
#SDG8: Decent Work and Economic Growth
#SDG9: Industry, Innovation and Infrastructure
#research

Master’s Thesis Analyses French Consumers’ Engagement with Red Bull

https://www.wittenborg.eu/masters-thesis-analyses-french-consumers-engagement-red-bull.htm

Research by Clémence Legendre Highlights Importance of Integrated Marketing Approach

With the rise of digital marketing, businesses have developed strategies that combine both traditional and modern methods. To better understand how people engage with companies and which resources are most effective, Wittenborg graduate Clémence Legendre focused her master’s thesis on French consumers’ engagement with Red Bull. 

Originally from France, Clémence recently completed a Master of Business Management (MBM) in Digital Marketing and Communication at Wittenborg’s Munich branch, the New European College. According to her, Red Bull is a great example of a brand that excels at navigating today’s marketing landscape. “With this research, my goal was to understand what really helps build strong customer relationships today,” she says.  

To gather data for her study, Clémence conducted a survey with 200 French consumers reached via social media platforms. The questions addressed how often participants see Red Bull’s ads, their preferences between traditional and digital marketing, their feelings toward the brand and their level of engagement across various channels. The survey also asked about their favourite types of Red Bull content and how exciting they perceive the brand’s image to be. 

The research shows that most French consumers prefer digital marketing over traditional methods when it comes to engaging with Red Bull. “Social media content, especially videos and event promotions, had the strongest impact on their connection with the brand. Younger people were more influenced by digital channels, while older participants still noticed traditional ads. Overall, digital strategies created more emotional connection and brand loyalty,” Clémence explains.  

According to her, both traditional and digital marketing channels are effective in maintaining emotional connection, reinforcing the need for an integrated marketing approach. Moreover, certain content types drive higher engagement than others, emphasising the importance of content optimisation and data-driven decision-making. 

“The study shows that even if Red Bull enjoys high brand familiarity and is perceived as exciting, it lacks a strong emotional connection with its audience. To create more engagement, Red Bull can develop French storytelling campaigns which can resonate more on a personal level with consumers. On the other hand, they could also have features with French brand ambassadors in extreme sports, including lifestyle influencers and everyday athletes,” she underlines.  

Clémence points out that her favourite part of writing her thesis was analysing the survey results. “It was interesting to see how people responded and to find patterns in their answers. It helped me understand real opinions and connect them to the theory I had studied.” 

She advises current Wittenborg students working on their theses and graduation assignments to start early and stay organised. “Choose a topic you’re really interested in, because it makes the research more enjoyable. Don’t be afraid to ask your supervisor questions, they’re there to help. Also, try to collect your data as soon as possible, so that you have enough time to analyse it properly.” 

After completing her programme, Clémence is now back in France. “My goal is to build a stable career where I can apply my skills in digital marketing and continue learning through real-world experience,” she concludes.  

WUP 13/08/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#internationalstudent
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#highered
#research

Wittenborg Associate Professor Publishes Study on Experience Accounting in Hospitality

https://www.wittenborg.eu/wittenborg-associate-professor-publishes-study-experience-accounting-hospitality.htm

Mats Carlbäck’s Research Highlights Benefits of Customer-Driven Financial Strategies for SMEs

How can small and medium-sized enterprises (SMEs) in the hospitality industry optimise the allocation of their resources by leveraging valuable data generated by their customers’ experiences?  

This is the question Wittenborg associate professor Mats Carlbäck sought to answer in the paper ‘Experience accounting to improve strategic decision-making in a rural resort: application case report’. The study, coauthored by Ganna Demydyuk, a PhD student at Leiden University, was recently published in the University of South Florida’s Journal of Global Hospitality and Tourism.  

The authors highlight that despite possessing vast amounts of potentially valuable data, many SMEs lack the necessary systems and analytical tools to extract practical insights, leaving them at a distinct disadvantage. This issue is further complicated by the fact that many available information systems are ill-suited to the dynamic nature of the hospitality industry.  

These challenges have inspired the development of the Experience Accounting (EA) analytical framework, which has been designed and tested in various hospitality businesses. According to Carlbäck, EA aims to optimise decision-making processes for service intensive industries by aligning cost accounting with customer-perceived value. “By strategically allocating limited resources to activities that provide the greatest benefit, that is, those that enhance customer experience and result in a willingness to pay more, companies can optimise and sustain their profitability,” he says.  

The study underlines that Experience Accounting introduces a customer-driven approach to financial decision-making. This sets it apart from traditional accounting systems and offers a real-time, forward-looking framework that enables predictive, value-based resource allocation.  

“EA allows for the continuous recalibration of financial strategies based on changing customer preferences, which makes it particularly suited for service-intensive hospitality industries. Additionally, it integrates customer satisfaction metrics into financial controls and links customer experience stimuli directly to revenue generation. In doing so, it transforms qualitative service factors into measurable financial drivers,” Carlbäck explains.  

The case study analysed in the paper focuses on a rural, upmarket Swedish resort with a strong emphasis on sustainability. Despite its longstanding market presence and positive reputation for ecological practices, the establishment struggled to generate satisfactory returns. 

By adopting the Experience Accounting approach, the company’s total cost structure was reorganised based on a new set of factors identified as contributing to customer value.  As a result, management gained a clear understanding of expenditures on different aspects of the business.  

During the second phase of the process, the resort conducted a customer survey to gain insights into their perceived value across various aspects of single-experience accounts. Customers were asked to assess the actual value they received and their willingness to pay for enhanced performance. They were prompted to differentiate between the value derived from basic food, culinary finesse, service, facilities and ambiance and indicate how much more they were willing to pay for a meal. 

The results showed that customers were already satisfied with the resort’s facilities and ambiance, considering them well-aligned with the costs and resources invested. Therefore, further investment in these areas was deemed unlikely to generate additional value or improve profitability. 
However, the perceived value of the current service fell short of expectations, with customers indicating a willingness to pay more for higher quality. Based on the obtained data, the resort was able to make decisions that might not have occurred otherwise, such as postponing planned refurbishment investments and allocating more resources to enhance the service aspect.  

Carlbäck emphasises that the Experience Accounting framework can be applied across various hospitality sectors, such as urban resorts and chain hotels, by tailoring it to different business models and operational environments. Additionally, its scalability ensures that EA can be adapted for both small and large enterprises, allowing businesses of all sizes to benefit from its implementation. “This approach allows for real-time adjustments and ensures that businesses remain responsive to customer needs and preferences, thus fostering long-term loyalty and profitability,” the associate professor concludes.  

WUP 11/08/2025 
by Ulisses Sawczuk 
©WUAS Press

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