When CSR Feels Real, Employees are Happier, Study Finds

https://www.wittenborg.eu/when-csr-feels-real-employees-are-happier-study-finds.htm

Wittenborg's Rauf Abdul, Usman Ahmad and Fellow Researchers Examine Employee Happiness  

Corporate social responsibility has become a familiar feature of corporate life. Companies plant trees, fund community projects, reduce plastic use and publish sustainability reports. But what happens inside the organisation? Do employees actually feel happier working for a company that claims to be socially and environmentally responsible?    

New research suggests that the answer is yes, although the relationship is more complicated than it might first appear.  

The study, ‘Untangling the mystery of employee happiness in the FMCG sector: the role of corporate social responsibility, environmental self-identity and corporate image’, examines how corporate social responsibility (CSR), environmental self-identity and corporate image influence employee happiness in India's fast-moving consumer goods (FMCG) sector.    

The research was co-authored by Rauf Abdul, Sheifali Jamwal and Usman Ahmad of Wittenborg, together with Maria Saleem of Universidad Loyola Andalucía and Kashif Akram of The Islamia University of Bahawalpur. The paper was published in the International Journal of Business and Globalisation.    

The researchers surveyed 238 employees working for five large multinational companies in India's food and beverage and household care industries. Using partial least squares structural equation modelling, they examined whether employees' happiness was linked to their organisations' CSR activities and to their own environmental values. The results produced both expected and surprising findings.  

CSR Makes a Difference    

The clearest finding was that CSR was significantly and positively associated with employee happiness.    

Employees were more likely to report higher levels of happiness when they perceived their organisations as socially responsible. The researchers suggest this may be because employees gain a sense of pride, purpose and meaning from being associated with an organisation that contributes positively to society.    

For Abdul, the findings reflect a broader shift in how organisations should think about employee well-being.    

“While many organisations focus on salaries and benefits, this study highlights that employees also value working for companies that make a positive contribution to society and the environment,” he says.    

In other words, CSR is not only about how a company is viewed by customers, investors or the wider public. It can also shape how employees experience their own workplace. 

The Importance of Corporate Image    

One of the study's most significant findings was the role played by corporate image.    

The research found that corporate image mediated the relationship between CSR and employee happiness. In simple terms, employees' perceptions of their organisation helped connect its responsible practices with their own sense of well-being.    

“When employees see their organisation being recognised for responsible and ethical practices, they feel a greater sense of pride and belonging,” says Abdul. “This positive perception strengthens their happiness and engagement at work.”    

The finding highlights the importance of credibility. CSR activities may have the greatest impact when employees believe that an organisation's social and environmental commitments are genuine and reflected in its everyday operations.    

Being Environmentally Conscious Is Not Enough    

The researchers expected employees with a strong environmental self-identity, meaning people who see themselves as environmentally friendly, to experience greater happiness at work.    

However, the study found no significant direct relationship between environmental self-identity and employee happiness.    

This suggests that simply caring about the environment does not automatically make someone happier in their job. An employee may personally value sustainability, but those values need to be reflected in the organisation around them.    

The study found that corporate image also mediated the relationship between environmental self-identity and employee happiness. For environmentally conscious employees in particular, it may not be enough for a company to have sustainability policies on paper. They need to believe that the organisation is genuinely committed to those values.    

The findings therefore point to a more complicated picture of workplace happiness. Personal values matter, but their effect may depend on whether employees see those values reflected in the organisation's identity and actions.    

Beyond the Greenwashing Problem    

The findings also point to one of the central challenges facing companies today: the difference between genuine responsibility and symbolic CSR.    

The researchers argue that CSR initiatives should be meaningful, transparent and connected to an organisation's everyday operations. If employees believe that sustainability campaigns are merely a public relations exercise, the organisation risks damaging its credibility rather than strengthening it.    

This is particularly important in the FMCG sector, where companies face highly visible environmental challenges, including packaging waste and resource consumption.    

For businesses, the researchers recommend integrating CSR into organisational culture, communicating its impact clearly to employees and ensuring that sustainability commitments are reflected in actual business practices.    

The study also suggests that companies should communicate their CSR efforts internally, not only externally. Employees may be more likely to feel connected to an organisation's social and environmental goals when they understand how their own work contributes to them.    

Abdul says the findings have practical implications for business leaders and HR professionals.  

“CSR initiatives should not be viewed simply as compliance activities or marketing tools,” he says. “Instead, they can be used strategically to improve employee well-being, strengthen workplace culture and enhance talent attraction and retention.”    

Putting People at the Centre    

The research contributes to a relatively underexplored area of scholarship by examining the relationship between CSR and employee happiness in a developing-country context.  

It also brings together two theoretical perspectives, stakeholder theory and social identity theory, to explore how organisational responsibility and personal values interact.    

For Abdul, the research is part of a broader belief about the relationship between people and organisational success.    

“This research reflects a theme that runs through much of my work, especially in the area of human resources: organisations perform better when they put people at the centre of their strategy,” he says.    

“I believe that corporate social responsibility is not simply a compliance requirement or a branding exercise. It is a way of creating workplaces where employees feel valued, connected and proud of the organisation they represent. In the long run, that sense of purpose is a powerful driver of both employee well-being and sustainable organisational success.”    

The study's central message is therefore both straightforward and challenging: CSR can make employees happier, but only when it is credible enough to mean something to the people inside the organisation.  

WUP 14/09/2026 
by Erene Roux 
©WUAS Press

Tags
#SDG3: Good Health and Well-being
#Internationalisation
#Impact Statement
#societalimpact

MBM Thesis Finds IPL Fans Care More About Fairness Than Ticket Prices

https://www.wittenborg.eu/mbm-thesis-finds-ipl-fans-care-more-about-fairness-ticket-prices.htm

Wittenborg Student Thesis Finds IPL Fans Value Fairness Over Ticket Prices

A thesis by Kshitij Burman, Master of Business Management (MBM) student, examines how Indian Premier League (IPL) spectators perceive ticket pricing in the context of dynamic pricing and resale markets.  

Burman explained his motivation for choosing the topic, saying: “Ticket prices for big events have been getting a lot of attention lately, especially with things like dynamic pricing and resale tickets making prices feel unpredictable. I chose this topic because I’m interested in event management and wanted to understand how people actually feel about ticket prices.”  

The research was completed using an online survey supported by a literature review. Around 60 people participated in the survey, with Burman noting that they were “mostly middle-aged, but there were representatives of all age groups.” Participants were reached through personal contacts and word of mouth.  

The survey focused on how respondents view IPL ticket prices, including whether they consider them fair, how much they are willing to pay, and their opinions on dynamic pricing and resale tickets.  

The findings show that while fans are generally willing to pay more for high-demand or popular matches, fairness plays a central role in shaping their perceptions. Burman summarised this result, stating that “people are willing to pay more for big or popular events, but they care a lot about whether the price feels fair.”  

Dynamic pricing and resale tickets were generally viewed negatively, particularly when prices increased sharply. The study also found that transparency and value for money were considered more important by respondents than the actual price of the ticket itself.  

Reflecting on the research process, Burman said that analysing the data was the most engaging part, explaining, “It was interesting to see real opinions and patterns from people and watch them contradict what I had hypothesised about.”  

He described the overall experience as challenging but rewarding. “It was a bit stressful at times, but overall a good learning experience. It helped me improve my research and time-management skills,” he said.  

Burman has completed the thesis as part of his degree and plans to pursue a career in the event management industry, ideally in roles related to event planning and improving audience experience. He also advised future students to “start early, keep your topic simple, and pick something you actually find interesting. Don’t overcomplicate your research, and try to stay consistent instead of rushing everything at the end.”

WUP 09/09/2026 
by Erene Roux 
©WUAS Press 

Tags
#SDG11: Sustainable Cities and Communities
#Internationalisation
#Diversity
#internationalstudent
#Ethics

International Students Power the Dutch Economy 

https://www.wittenborg.eu/international-students-power-dutch-economy.htm

New CPB Report Highlights the Long-Term Value of International Students in the Netherlands  

As the higher education sector prepares for EAIE 2026, new research from the Dutch Bureau for Economic Policy Analysis (CPB) has delivered a clear message: over their lifetime, international students contribute more to Dutch public finances than they cost.  

Commissioned by the Ministry of Education, Culture and Science, the report found that the positive contribution is strongest among students from outside the European Economic Area (EEA) and university graduates. The findings are driven by increasing numbers of international graduates choosing to remain in the Netherlands and contribute through employment and taxation.  

Between 2017 and 2024, the number of international students in Dutch higher education grew from approximately 76,000 to 131,000. Five years after graduation, around one in five graduates from EEA countries and two in five graduates from outside the EEA are still living and working in the Netherlands.  

The report also found that international graduates are finding paid employment more quickly than previous cohorts, helping address labour market shortages while contributing to economic growth.  

For Wittenborg, which welcomes students of many different nationalities to the Netherlands, with Apeldoorn hosting a large student community, the findings reinforce the long-term value of international education for both the Dutch economy and local communities.  

Global Talent, Local Impact  

The CPB notes that international students typically live in the municipality where they study.  

For Wittenborg, this local impact is particularly significant.  

Based on Wittenborg’s current student population, housing information, employment and financial data, the institution is estimated to generate approximately €9 million in direct economic activity in Apeldoorn every year.  

International students living in Apeldoorn account for approximately €6.3 million of this through housing, groceries, transport, leisure and other expenditure. Wittenborg also directly supports 97 Apeldoorn-based employees representing 61 full-time positions, with 43 employees living in Apeldoorn and another 21 in the surrounding region.  

Wittenborg’s contribution continues after students graduate.    

According to Wittenborg’s graduate tracking, approximately 80% of graduates remain in the Netherlands and find employment. Based on the 233 students who graduated in 2024, this represents approximately 186 internationally experienced graduates entering the Dutch labour market from a single graduating cohort.  

Including students and employees living elsewhere within 30 kilometres of Apeldoorn, Wittenborg’s estimated direct economic contribution to the wider region approaches €10 million annually. The longer-term contribution made by graduates working in the Netherlands comes on top of this direct annual impact.  

Peter Birdsall, President of Wittenborg, said:  

"The CPB findings reinforce the important contribution international students make to the Netherlands. At Wittenborg, students of over 100 nationalities bring talent, ambition and international perspectives to the country.    

“They contribute to the cities in which they study, including Apeldoorn, and many continue to contribute to Dutch society and the economy after graduation. As demand for international education continues, it is important that student accommodation and supporting infrastructure develop alongside it."  

As discussions continue around student housing, talent retention and the future of international education in the Netherlands, the CPB report provides independent evidence of the long-term value international students create, both nationally and in cities such as Apeldoorn.  

WUP 07/09/2026 
by Erene Roux 
©WUAS Press 

Tags
#Internationalisation
#internationalstudent
#studyinholland
#apeldoorn
#SDG11: Sustainable Cities and Communities
#SDG4: Quality Education

Staff Explore Wellbeing at Interactive Health & Wellness Session

https://www.wittenborg.eu/staff-explore-wellbeing-interactive-health-wellness-session.htm

MBA Student and Holistic Health Coach Shares Wellbeing Tips

How much of our wellbeing is shaped by the choices we make every day? That was one of the questions explored during Wittenborg's Health & Wellness Session on 25 August, where faculty and professional staff took part in an interactive workshop led by MBA student and holistic health coach Sule Tascioglu.

Drawing on her background in Human Resources and wellness coaching, Sule encouraged staff to look at wellbeing as more than physical health. Through discussion and reflection, participants explored how daily habits, personal values, social connections and self-awareness can influence overall quality of life.

Small Choices, Big Impact

A key theme of the session was that wellbeing is not achieved through drastic lifestyle changes, but through small, conscious choices made consistently over time.

Using the concept of the "wellness wheel", Sule introduced eight areas that contribute to overall wellbeing, including emotional, social, intellectual, occupational, environmental, spiritual and financial wellness.

Participants were encouraged to reflect on their own routines and identify practical habits that could improve balance, whether through exercise, sleep, mindful breathing, spending time with loved ones or simply creating space to pause during a busy day.

Building Resilience Through Awareness

The session also looked at how the body responds to pressure and change. Sule explained how understanding these responses can help people become more aware of their own wellbeing and develop healthier ways of adapting to life's challenges.

One of the most engaging aspects of the workshop was the open discussion among colleagues, who shared personal experiences and tips that help them stay focused, balanced and energised.

Reflecting on the session, Sule said: "What I really enjoyed was how engaged everyone was and how quickly the conversation became very real and personal, because stress is simply part of life and we all deal with it in different ways."

For Sule, who is completing her MBA at Wittenborg while also working as a holistic health coach, the workshop was an opportunity to contribute to the community from a different perspective.

"It was especially nice for me to be at Wittenborg in a different role this time, sharing something I'm very passionate about."

Fahad Shakeel, Deputy Head of the School of Business, said: "It was an overall good experience and provided a much-needed bonding time with colleagues. Such activities make it possible for everyone to resume education after the summer break with renewed enthusiasm."

Amal Abi Orm, Financial Administrator, added: "The training was very insightful and engaging. The session was a valuable opportunity to pause, reconnect and reflect on how small changes in our daily habits can have a positive impact on our overall wellbeing. It was a refreshing session to start the new academic period with renewed energy and focus."

The session forms part of Wittenborg's ongoing commitment to staff wellbeing and development, complementing recent Microsoft 365 Copilot training and workshops on managing challenging situations in the workplace.

WUP 04/09/2026 
by Erene Roux 
©WUAS Press

#SDG3: Good Health and Well-being
#Internationalisation
#Diversity
#apeldoorn

What to Do in Apeldoorn and Amsterdam This September

https://www.wittenborg.eu/what-do-apeldoorn-and-amsterdam-september.htm

Make the Most of the New Season with Festivals, Arts and Entertainment

September brings a fresh season of events to Apeldoorn and Amsterdam. From heritage festivals and live music to cultural celebrations and unique city experiences, plenty is happening throughout the month.

Whether you're looking to explore Dutch culture, discover new places or meet new people, these are some of the highlights to add to your September calendar.

Explore Art, Heritage and History

September is the perfect time to discover the cultural side of the Netherlands.

In Apeldoorn, visitors can experience State of Wander – Towards Environmental Restoration at Paleis Het Loo until 27 September. The contemporary art exhibition features specially commissioned works displayed throughout the palace, gardens and park, encouraging visitors to see the relationship between people, nature and heritage from a fresh perspective.

History enthusiasts can also enjoy the Steam Train Festival on 5 and 6 September. One of the largest steam train festivals in Europe, the event brings historic locomotives back to life across Apeldoorn, Beekbergen and Loenen. Visitors can ride restored steam trains, explore festival grounds and experience railway travel from another era.

The festival is part of Apeldoorn's wider celebration of 150 years of the railway and Oranjepark, marking two developments that helped shape the city's growth and identity.

Across both Apeldoorn and Amsterdam, Open Monument Days on 12 and 13 September offer a unique opportunity to step inside historic buildings and landmarks free of charge. From hidden architectural gems to famous monuments, the weekend provides a fascinating look at Dutch history and heritage.

Enjoy Live Music and Cultural Performances

Music takes centre stage throughout September, with events ranging from emerging artists to world-class performances.

On 18 September, Popronde Apeldoorn transforms the city centre into a network of temporary music venues. As the Netherlands' largest travelling music festival, Popronde showcases emerging Dutch artists across a variety of genres, with free performances taking place throughout the evening.

In Amsterdam, Jazz & de Walvis takes place on 6 September, bringing intimate jazz performances to unique locations across the Eastern Docklands. Visitors can explore the area's islands while enjoying live music in unexpected settings.

Later in the month, theatre and ballet enthusiasts can experience The Greatest Swan Lake in the World at Carré from 22 to 27 September. Performed by the internationally renowned Shanghai Ballet, the production features 48 dancers and offers a spectacular interpretation of one of the world's most celebrated classical ballets.

Experience Festivals and Waterfront Events

September continues the festival season with a variety of outdoor events and celebrations.

Amsterdam's Wine Festival, taking place from 4 to 6 September in Amstelpark, combines international wines, food, live music and a lively festival atmosphere.

For those hoping to make the most of the final warm evenings of the year, Hannekes Late Summer Party on 11 September offers DJs, dancing and waterfront views at one of Amsterdam's favourite terrace locations.

Film lovers can head to West Beach Film Festival from 16 to 20 September at Sloterplas. The free event brings together open-air cinema, performances, art and live music beside the water, creating one of Amsterdam's most distinctive cultural experiences.

Meet People and Discover New Experiences

September is also a month of new beginnings, making it an excellent time to connect with local communities and try something new.

In Apeldoorn, GIGANT hosts a Turkish-language theatre workshop throughout the month, providing participants with an opportunity to explore performance, creativity and cultural exchange in a welcoming environment.

Meanwhile, Amsterdam's annual City Swim on 6 September brings together thousands of participants and spectators in support of ALS research, creating one of the city's most recognisable community events.

WUP 02/09/2026 
by Erene Roux 
©WUAS Press 

Tags
#Internationalisation
#internationalstudent
#apeldoorn
#SDG3: Good Health and Well-being

New Students Discover Apeldoorn During Introduction Week

https://www.wittenborg.eu/new-students-discover-apeldoorn-during-introduction-week.htm

New Students Connect Through City Game and STUFU

As more than 130 students from 23 countries join Wittenborg's international community across Apeldoorn, Amsterdam and Munich this September, the Municipality of Apeldoorn organised a special Introduction Week to help newcomers discover the city and connect with fellow students.

The programme included a welcome at Apeldoorn City Hall, the popular City Game and STUFU, bringing together students ahead of the September academic block.

Discovering Apeldoorn Through the City Game

One of the highlights of the week took place on 25 August, when approximately 100 Wittenborg students joined students from Aventus and Saxion University of Applied Sciences at Apeldoorn City Hall.

Gathering in the council chamber (De Raadszaal), students were introduced to Apeldoorn as a city to study in. Representatives from the municipality shared information about internships, employment opportunities, events, activities and resources that help students make the most of what the city has to offer.

Following the presentation, students headed into the city centre in teams to take part in the City Game. Through a series of questions and assignments, they explored Apeldoorn while discovering popular meeting places, shopping areas, cafés and leisure activities.

Now in its third edition, Introduction Week has become an established tradition, helping students become familiar with the city while meeting fellow students from across the region.

STUFU Brings Students Together

The week continued with the STUFU Intro Party, held at Gigant. With performances by Juwls and Marc Floor, alongside sets from several DJs, STUFU provided a lively setting for students to meet new people, strengthen new friendships and celebrate the start of the study period.

For Heer Dhandha, an MBM student at Wittenborg who volunteered during STUFU, the event was great fun:

"The party was a very enjoyable and well-organised event. It created a lively and welcoming atmosphere where students from different educational institutions could meet, socialise and have fun together."

As a student representative, Dhandha spent part of the evening helping out and interacting with attendees.

"I enjoyed communicating with different students, helping create a welcoming atmosphere and working together with the event team."

She added that the experience gave her the opportunity to represent Wittenborg while meeting students from other institutions.

Music, Energy and Connection

Among those contributing to the evening was Sean Machaya, Financial Administrator at Wittenborg, who also performed as one of the event's DJs.

Reflecting on the experience, he praised both the organisation and atmosphere of the event. He also highlighted the positive energy throughout the evening.

"There was a good energy between the organisers, DJs, students and everyone attending, and it felt like everyone was there to enjoy themselves and contribute to the atmosphere."

WUP 31/08/2026 
by Erene Roux 
©WUAS Press

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

Wittenborg Welcomes More than 130 New Students for September 2026 Intake

https://www.wittenborg.eu/wittenborg-welcomes-more-130-new-students-september-2026-intake.htm

Students from 23 Countries Strengthen Wittenborg's Growing International Community

As summer gives way to a new academic year, Wittenborg has welcomed more than 130 new students for its September 2026 intake. The students will study across Wittenborg's locations in Apeldoorn, Amsterdam and Munich, joining an increasingly diverse international community.

Reflecting Wittenborg's commitment to internationalisation and diversity, the September intake brings together students from 23 countries across Europe, Asia, Africa, North America and South America. Countries represented include India, Nigeria, Iran, Vietnam, Sri Lanka, Ghana, Morocco, Ireland, Spain, Pakistan, Mexico and many more.

The students have enrolled in a wide range of bachelor's, master's, pre-master's and foundation programmes, pursuing specialisations in areas such as business, hospitality, technology, entrepreneurship, finance, health and social care, engineering and data analytics.

Wittenborg's six annual intakes are designed to provide flexibility for students from around the world. The September intake welcomes learners across foundation, bachelor's, pre-master's and master's programmes, reflecting the institution's internationally focused approach to education.

Introduction Week Begins the Journey

The September intake began with Wittenborg's Introduction Week, offering students an opportunity to familiarise themselves with their new academic environment, connect with fellow students and learn more about life in the Netherlands.

Throughout the week, students took part in a range of activities designed to help them settle into their new surroundings, build friendships and gain a better understanding of the support services available to them during their studies.

Welcoming students in Apeldoorn, Ron Tuninga, Rector, encouraged them to make the most of both their academic experience and the opportunities that come with living in a new country.

"I hope you will enjoy being in the Netherlands and at Wittenborg. This is a very international group, with students of many different nationalities. You have a unique opportunity to make friends with people from all over the world and learn from one another."

Reflecting on his own experience of studying abroad, Tuninga noted how much international student life has changed over the years through technology, while emphasising the continued importance of cultural immersion.

"When I went abroad to study, things were very different. Today, technology has made the world much smaller and allows people to remain connected while also experiencing life in a new country."

While emphasising the importance of academic success, he also encouraged students to embrace local life and culture.

"If there is even a small possibility that you might want to stay and work in the Netherlands in the future, learning Dutch can make a real difference. It helps you understand the culture and can open additional opportunities."

Tuninga also encouraged students to explore the Netherlands during their studies, highlighting attractions both within the Apeldoorn region and across the country.

"The Netherlands is a small country, which makes it easy to travel and discover different places. There is a lot to see and experience."

He pointed to some of the cultural attractions close to Apeldoorn, including Paleis Het Loo and the Kröller-Müller Museum in nearby Otterlo, home to one of the world's largest collections of works by Vincent van Gogh.

"Sometimes the most interesting places are right under your nose. Make sure you explore the region you're living in. There are remarkable places close to Apeldoorn and throughout the Netherlands."

Addressing the growing role of artificial intelligence in education, he reminded students that technology should complement, rather than replace, critical thinking.

"AI can be a useful tool and can help facilitate learning, but if you truly want to learn something, you still need to invest your own time and effort."

Settling into a New Environment

For many students, Introduction Week provided reassurance as they adjusted to a new country and academic environment.

MBA student from Iran, Reihaneh Khani, said that arriving in the Netherlands had initially been stressful, but that the support provided during the week helped her quickly feel at home.

"During Introduction Week, I spoke about how stressed I felt when I first arrived. But I really appreciate the environment and the staff here. They organised activities and involved us throughout the programme, which helped us get to know other students. After just a few days, I already feel much more comfortable. I feel safe here and I know there is always someone who can help me if I need support."

Another student from India highlighted the social side of the week, describing the STUFU Welcome Party, organised in collaboration with the Municipality of Apeldoorn, as a great opportunity to meet new people and learn about different cultures.

Students also took part in the municipality's city puzzle game, exploring Apeldoorn while connecting with fellow students.

Raudat Adenike Adeyemo, an MBA student specialising in International Management, said the activity provided a welcome break after a busy first day.

"It was a lot of information to take in and digest, but today has been really fun."

Another participant said the experience made her feel like a tourist while discovering Apeldoorn, while Promise Obinna Nnamdi, who is pursuing an MBM in Data Analytics, described the activity as "an amazing experience" that helped students meet new people and explore the city. 

WUP 28/08/2026 
by Erene Roux 
©WUAS Press 

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

Interim Teachers’ Meeting 2026 Brings Teaching, Research and International Collaboration into Focus

https://www.wittenborg.eu/interim-teachers-meeting-2026-brings-teaching-research-and-international-collaboration-focus.htm

Faculty Discuss Responsible AI Use, New Research Opportunities and Innovation in the Classroom

On 25 August, Wittenborg held its annual Interim Teachers’ Meeting in Apeldoorn and online to share updates on institutional strategy, teaching delivery and upcoming milestones.  

The meeting brought faculty together for the first time after the 2026 summer holidays in the Netherlands, with a programme covering education development, teaching, research, assessment, international collaboration and emerging technologies.  

Wittenborg President Peter Birdsall opened the meeting with an update on strategic planning and education development, followed by teaching delivery updates from Dean Rauf Abdul. He highlighted the role of module leaders and academic domain chairs in giving faculty a clear way to contribute to the development of their modules, from content and literature to assessments.  

Faculty were encouraged to raise constructive suggestions for improving modules, while continuing to use approved module guides as the basis for teaching and assessment.  

The meeting then moved to research and international collaboration. Head of Research Partnerships and International Mobility Aydan Holtrigter provided an overview of Research Centre activities, including research meetings, Erasmus+ projects and international mobility opportunities.  

Faculty were encouraged to make use of Wittenborg’s international partnerships and to actively explore opportunities to teach, train and collaborate abroad.  

“You also don’t have to wait for it,” Holtrigter said. “If you see that there’s a moment in your calendar where you are not teaching or involved in other commitments, start looking into those opportunities.”  

The Research Centre also shared updates on ongoing and upcoming projects, encouraging faculty with research ideas to get in touch and explore potential calls, partnerships and opportunities for collaboration.  

Research publication was another part of the discussion. Since its introduction in 2021, Wittenborg’s research reward policy has supported 35 papers, with the first half of 2026 already the strongest year so far, with seven papers and nine researchers receiving rewards.  

Rethinking assessment in the age of AI  

The meeting then turned to one of the most pressing questions in education: how should assessment change as generative AI becomes part of everyday academic work?  

Senior Lecturer Robert Muster led a workshop on ‘Assessment in the Age of AI’, encouraging faculty to look beyond the final product and pay greater attention to how students arrive at it.  

“Instead of assessing the final product, [we should be] evaluating the iterative learning process,” Muster said.  

This could mean placing greater emphasis on drafts, reflections, oral defences, presentations and peer feedback. Such approaches can give teachers a clearer picture of students’ understanding, critical thinking and ability to apply what they have learned.  

The discussion also focused on responsible AI use. Rather than simply trying to prevent students from using AI, faculty explored how the technology can be incorporated into learning while keeping students actively involved in the thinking and decision-making process.  

Muster also demonstrated NotebookLM, giving faculty a practical example of how emerging AI tools can be explored in an educational setting.

The conversation highlighted a broader shift towards assessment that makes the learning process more visible.

The meeting also covered the introduction of computer-based examinations and online proctoring, alongside upcoming teacher training through the TourXpeRience project. The training will give faculty hands-on experience with virtual reality tools and explore how they can be used in the classroom.  

Looking ahead, faculty were also given a preview of Wittenborg’s Globalisation Forum in November, which will take place at Apenheul in Apeldoorn as well as at Wittenborg locations. The programme will bring together students, faculty and international partners for panels, keynote sessions, discussions and debating activities.

WUP 26/08/2026 
by Erene Roux 
©WUAS Press

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

Wittenborg Reaches Major Milestone with Ministry-Approved China Partnership

https://www.wittenborg.eu/wittenborg-reaches-major-milestone-ministry-approved-china-partnership.htm

Wittenborg Takes a Significant Step Forward in Transnational Education

Wittenborg has received official approval from the Ministry of Education (MoE) of the People's Republic of China for a Sino-foreign cooperative education programme with Yulin Normal University.  

The approval, granted in May 2026, marks the first Chinese Ministry of Education-approved transnational education (TNE) collaboration in Wittenborg's history and represents an important step in the institution's internationalisation strategy. 

The partnership is the result of more than a year of intensive preparation and collaboration between the two institutions. Initial discussions began in early 2025, culminating in a rigorous review process that required extensive academic, quality assurance and regulatory documentation before receiving official endorsement from the Chinese authorities.  

An important step in the development of the project was the visit of a delegation from Yulin Normal University to Wittenborg in Apeldoorn in April 2026. During the visit, representatives from both institutions explored opportunities for academic cooperation, reviewed programme structures and strengthened institutional ties, reaffirming a shared commitment to delivering high-quality international education.  

The programme will focus on Artificial Intelligence and will be delivered through a jointly developed four-year bachelor's pathway.  

Students will enrol at Yulin Normal University, with Wittenborg responsible for delivering approximately 25% of the curriculum, including modules related to Artificial Intelligence and Cyber Security.  

Students who successfully complete these modules will receive Wittenborg certificates recognising their achievements, while those who choose to continue their studies at Wittenborg will have the opportunity to complete a Bachelor of Business Administration in Artificial Intelligence & Cyber Security in the Netherlands.  

The programme is expected to enrol around 120 students annually, with the first intake scheduled for 2027. It has been approved for multiple cohorts through 2031 under China's nationally regulated framework for Sino-foreign cooperative education.  

The partnership combines Yulin Normal University's strong regional reputation and academic standing with Wittenborg's internationally recognised applied learning approach. By integrating technology, business and intercultural education, the programme aims to equip graduates with the knowledge and skills needed for careers in one of the world's fastest-growing sectors.  

For Wittenborg, the programme represents more than a new academic offering. It forms part of the institution's broader strategy to expand sustainable transnational education activities and create new opportunities for international student mobility.  

China's Ministry of Education maintains one of the world's most rigorous systems for foreign higher education collaborations. Receiving endorsement demonstrates that the programme meets stringent standards in academic quality, governance, quality assurance and regulatory compliance.  

"This approval is a landmark achievement for Wittenborg," said Wittenborg President, Peter Birdsall. "It reflects the trust placed in our academic quality, our long-standing engagement with China, and our commitment to building meaningful international partnerships. We believe this programme will create valuable opportunities for students in both countries while further strengthening educational cooperation between China and the Netherlands."  

The initiative builds on Wittenborg's extensive experience working with Chinese educational institutions and students. For more than 20 years, Wittenborg has welcomed Chinese students to its campuses and developed strong relationships across the Chinese higher education sector.  

The partnership with Yulin Normal University marks a new phase in that relationship, moving beyond student recruitment towards deeper academic integration, joint curriculum delivery, quality assurance cooperation, faculty collaboration and long-term institutional engagement.  

With preparations now under way for student recruitment, curriculum implementation, staff training and operational readiness, both institutions are focused on welcoming the first cohort in 2027.

WUP 24/08/2026 
by Erene Roux 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#Ethics
#GRT8: Ethics and Globalisation

Wittenborg Heads to Glasgow for EAIE 2026

https://www.wittenborg.eu/wittenborg-heads-glasgow-eaie-2026.htm

Glasgow to Host EAIE for the First Time Since 2015 as Wittenborg Prepares for the Annual Gathering

Eleven years after Glasgow last hosted the European Association for International Education (EAIE) Conference and Exhibition, the international higher education community will return to the city from 8 to 11 September.

Wittenborg will be among the institutions attending the annual event at the Scottish Event Campus (SEC), joining thousands of education professionals from around the world under this year's theme, 'The Rhythm of Revolution'.

For Stephen Orme, Wittenborg's Head of Business Development and Operations, the conference is one of the highlights of the international education calendar.

"The annual EAIE conference is the biggest event in international education in Europe," he said. "They are very intense days. The sessions are interesting and of high quality, and the networking opportunities are unique in the sector. It's mainly about connecting with people face to face, strengthening existing connections, and also exploring new opportunities."

Having attended the previous EAIE conference in Glasgow in 2015 and many others since, Orme is looking forward to returning to the Scottish city.

"Glasgow offers quite a lot. It's a big venue and easy to get to and from the city centre, while still being compact enough to create a good conference environment," he said.

He also expects Glasgow's hosting of the event to provide valuable opportunities for institutions from across Europe and the United Kingdom to reconnect and continue building relationships.

The Rhythm of Revolution

This year's theme, 'The Rhythm of Revolution', reflects the transformation taking place across higher education, from technological developments such as artificial intelligence to changing expectations around international learning and mobility.

For Wittenborg, the conference offers an opportunity to take part in those conversations while catching up with colleagues and meeting organisations from across the globe.

"This is a great chance to look for strategic partnerships or strategic opportunities as a business school," Orme said. "It's an opportunity to have conversations at the right level."

Meet Wittenborg at Booth C89

Further representing Wittenborg in Glasgow will be President Peter Birdsall, Kejsi Hoxha, Aydan Holtrigter, Maike Zürcher and Sinem Dosdogru.

The team will be based at Booth C89 throughout the conference.

Alongside meetings with prospective partners and institutions, the conference will also provide an opportunity to reconnect with existing partners.

An EAIE Leadership Milestone

This year's event will also mark an important milestone for Orme.

Orme has been involved with EAIE committees and governance structures since 2008 and joined Wittenborg in 2025.  

Having already served in several governance roles within the association, and currently serving on the EAIE Board, he will officially become EAIE Vice-President during the conference's closing stages.

The appointment further strengthens Wittenborg's connection with one of Europe's leading professional associations for international education and reflects the institution's long-standing commitment to internationalisation, collaboration and global engagement.

As Glasgow prepares to welcome the international education community once again, Wittenborg is looking forward to a busy week of discussions, networking and new ideas. 

WUP 21/08/2026 
by Erene Roux 
©WUAS Press 

Tags
#EAIE
#Internationalisation
#SDG17: Partnerships to achieve the Goal
#Diversity
#Ethics
#GRT10: Education in a Globalised Era