Best Things to Do in Amsterdam in February 2026

https://www.wittenborg.eu/best-things-do-amsterdam-february-2026.htm

Events and Cultural Highlights to Brighten Winter in the Dutch Capital

February may be the shortest month of the year, but Amsterdam’s cultural calendar is packed with reasons to head out despite the winter chill. From vintage shopping and Latin dance nights to Chinese New Year celebrations and the annual chocolate festival, the city offers a mix of cosy indoor events and lively festivals.  

Fair Priced Vintage – 6 to 8 February  

Location: RAI Amsterdam  

The biggest vintage market in Europe returns to Amsterdam this February. Fair Priced Vintage brings together hundreds of vendors offering second-hand clothing at accessible prices. Expect everything from everyday basics to standout statement pieces. Entry is free, but visitors are encouraged to reserve a time slot in advance.  

Elixir Pub Quiz – 4 February  

Location: Restaurant Elixir, Batjanstraat 1a  

Test your knowledge at the monthly Elixir Pub Quiz, held on the first Wednesday of the month. Teams of up to five people can compete in a relaxed setting with questions covering general knowledge, music and surprises along the way. Free entry, good drinks and a lively atmosphere guaranteed.

Time: 20:00–22:00  

OUT Latin Club Wednesdays – Various Dates

Location: OUT Latin Club Amsterdam  

Dance your way through winter every Wednesday night at OUT Latin Club. Expect salsa, reggaeton, bachata, merengue and dembow in an energetic, authentic Latin setting. A popular midweek escape for dancers and music lovers alike.

Time: 22:00–04:00  

Summer Breeze Latin Night – 12 February  

Location: Westergasterrein  

Summer Breeze returns with a special indoor Valentine edition. Spread across three areas, the night combines free dancing with optional group classes. A long-running favourite for salsa fans in Amsterdam. Tickets available online.  

Jazz at the Pianola – 13 February  

Location: Pianola Museum  

An intimate jazz evening in a unique setting. Pianist Robert Rook is joined by Thomas Winther Andersen on double bass and Bart van Helsdingen on drums. Ideal for jazz lovers looking for something atmospheric and understated.  

Boom Chicago: A Very Special Valentine’s Day – 14 February  

Location: Boom Chicago, Rozengracht  

Skip the traditional Valentine’s dinner and opt for laughs instead. Boom Chicago’s Valentine’s Day programme combines comedy, welcome bubbles and optional food packages, including sharing platters, cake or premium seating options.

Events run throughout the day with a brunch matinee at 12:00, an evening show at 18:00 and a late stand-up performance at 22:15.

Markets Across the City – February Highlights  

Vinyl Market – 15 February

Location: De Hallen  

IJ-Hallen Flea Market – 14–15 February

Location: NDSM Wharf  

Maker Market – 21–22 February

Location: De Hallen  

Amsterdam’s markets continue year-round, offering everything from handmade gifts and records to vintage finds and other interesting products.  

Chinese New Year Celebrations – 17 February  

Location: Zeedijk, Nieuwmarkt and surrounding areas  

Celebrate the Lunar New Year in Amsterdam’s Chinatown along the Zeedijk area with traditional lion and dragon dances, parades, drums and firecrackers. Restaurants in the area mark the occasion with special menus and festive dishes. 2026 marks the Year of the Horse.  

Amsterdam Chocolate Festival – 21 to 22 February  

Location: Beurs van Berlage

More than 100 chocolate makers from around the world gather in the city centre for a weekend dedicated to all things cocoa. Taste, learn and join workshops exploring chocolate from bean to bar. Tickets required.  

WRAPPED – Free Art Exhibition  

Location: NOCKNOCK Studio, near Amsterdam Central Station  

WRAPPED explores themes of change, time and new beginnings through a mix of artistic disciplines. A thoughtful, accessible exhibition that is free to visit throughout February.

WUP 02/02/2025 
by Erene Roux 
©WUAS Press 

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

Top Things to Do in Apeldoorn This February

https://www.wittenborg.eu/top-things-do-apeldoorn-february.htm

Must-See Attractions and Events in Apeldoorn in February 2026 

February in Apeldoorn offers a variety of cultural, culinary, music and festive events for all ages. From local talent performances and carnival celebrations to electrifying parties and royal exhibitions, there is something for everyone. Here are the top events you won’t want to miss: 

Open Podium – 8 February  

Location: Theater Orpheus, Apeldoorn 

Discover local talent during the free Open Podium at Theater Orpheus. Part of a collaboration between three theatres in the Gelderland Stedendriehoek, this event features three amateur acts performing for 30 minutes each. Expect bands, chamber music, cabaret, spoken word and more. Performances are free and open to all. 

Time: from 14:30 

Entrance: via Restaurant O55, Loolaan side  

Klarenbeek Carnival Parade – 14 February  

Location: Station Klarenbeek and surrounding streets 

One of the largest carnival parades in Gelderland takes place at Klarenbeek, starting at 12:00 from Goorweg near the station. The parade features decorated floats and walking groups. After the parade, festivities continue at Krakershol, including a prize ceremony at around 17:00. Limited parking is available and road closures apply, so visiting by bicycle is recommended. 

Time: 12:00–17:00  

Valentine’s Pancake Dinner – 14 February  

Location: Nettenfabriek, Apeldoorn 

Celebrate Valentine’s Day with a cosy pancake dinner at Nettenfabriek. Share delicious pancakes in a warm and intimate setting. Advance reservations are recommended due to limited availability. 

Time: 12:00–20:00  

Piña Latin Party – 20 February  

Location: GIGANT, Nieuwstraat 377, Apeldoorn 

Dance to reggaeton, salsa, bachata, merengue and more at GIGANT’s Piña Latin Party. The tropical-themed evening features hits from Daddy Yankee, J Balvin, Sean Paul and Romeo Santos. Dress in Latin-inspired outfits for a lively night of music and fun. Entry is 18+ with ID required. 

Time: 21:00–02:00  

Après-Ski Party – 21 February  

Location: Pannenkoeken Boetiek, Apeldoorn 

Bring the Alps to Apeldoorn at the Après-Ski Party. Dress in ski-themed outfits and enjoy a night of upbeat music and sing-along tracks from DJ Bradley. A festive winter atmosphere for party-goers and music lovers alike. 

Time: 20:00–00:00  

ABNORMAAL ‘In De Kerk’ – 27 to 28 February  

Location: Grote Kerk Apeldoorn 

The final edition of ABNORMAAL ‘In De Kerk’ brings house, techno and hard techno into the historic Grote Kerk. Friday focuses on house and trance with rising talent such as Lisa Korver, while Saturday showcases techno and hard techno with acts including SANTØS, NZGÛL and XRTN. A high-energy electronic music experience in a unique setting. 

Times: 27 February, 17:00–00:00 | 28 February, 17:00–00:00  

Dresscodes Exhibition at Paleis Het Loo – Until 8 March  

Location: Paleis Het Loo, Apeldoorn 

Explore the Dresscodes exhibition at Paleis Het Loo, showcasing royal fashion from Queen Wilhelmina, Queen Emma and Queen Máxima. The exhibition also features red-carpet outfits worn by international celebrities including Kendall Jenner, Margot Robbie, Salma Hayek and Princess Diana. Themes include ceremonial attire, gala wear, mourning, weddings and outdoor fashion, highlighting both formal rules and unwritten court traditions. 

Opening times: as per Paleis Het Loo standard hours 

WUP 02/02/2025 
by Erene Roux 
©WUAS Press 

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

Wittenborg Munich Student Highlights Corporate Mobility Experience at Alphabet

https://www.wittenborg.eu/wittenborg-munich-student-highlights-corporate-mobility-experience-alphabet.htm

Aya Abdalla Concludes Work Placement Module with Oral Defence in Amsterdam

Wittenborg University of Applied Sciences student Aya Abdalla recently travelled from Munich to Amsterdam to deliver her Work Placement Oral Defence, marking an important milestone in her Bachelor of Business Administration (BBA) journey. Aya is enrolled in the International Business Administration (IBA) programme with a specialisation in financial services, offered through Wittenborg’s partnership with the New European College (NEC). Under the guidance of her supervisor Sascha Liebhardt, Campus Director in Munich, she reflected on her professional experiences during her visit.  

Originally from Dubai, Aya is in the final stage of her studies. She used the Work Placement module, compulsory for all IBA, MCI, HBA, and EBA students, to gain hands-on experience in an international business environment. The module enables students to apply academic knowledge in real-world settings and develop skills essential for their future careers.  

Aya completed her placement at Alphabet International, a leading provider of business mobility and full-service leasing operating in thirty-eight countries and supported by the global strength of the BMW Group. She described Alphabet as a company that “crafts efficient, innovative mobility solutions that simplify fleet management, drive sustainability and empower businesses globally.”  

During her placement within the international sales team, Aya prepared Tender Review Board (TRB) documentation, conducted credit, compliance, and hierarchy checks, maintained tender pipelines, drafted pricing instructions, and produced presentations for internal stakeholders and clients. She also worked with various international markets to collect market insights, pricing information, and updates on active prospects.  

Aya highlighted her work on specific projects, saying, “Supporting the new markets team in benchmarking Alphabet’s digital visibility across partner websites and delivering a crisis proposal for BEV blackout response in Spain and Portugal was very interesting.” She reflected that the placement helped her develop skills in strategic and financial reasoning, analytical reporting, process optimisation, business communication, leadership, and intercultural teamwork.  

She also noted that working on her thesis and communicating with various stakeholders was particularly rewarding: “Seeing ideas turn into implementable action is one of the most rewarding aspects of my placement. This is still a work in progress, to be finalised in January 2026.”  

Aya described the placement as a period of genuine development, during which she became more confident, structured, and proactive. She discovered strengths in data storytelling and strategic thinking and gained experience in analytical reporting, process optimisation, and communication under pressure. Working alongside a team of more than thirteen nationalities enhanced her ability to work interculturally and adapt communication styles for different stakeholders. Her technical skills grew through regular use of tools such as Salesforce, Power BI, COIN, GAIA, Moody’s, Excel, and PowerPoint.  

She praised the supportive culture at Alphabet, noting, “The inclusive and collaborative environment, combined with mentorship from experienced professionals, challenged me while providing consistent guidance.” Team activities, including sports sessions in Munich’s English Garden, reformer Pilates, and an Isar river cleanup, contributed to a sense of community among colleagues.  

Reflecting on her visit to Amsterdam, Aya said, “It was a short visit of 12 hours. Trying the famous cookies at Van Stapele and strolling around to admire the culture in the city before my flight was quite an experience. Visiting the Anne Frank Museum also gave me some insights into history.”  

Offering advice to future students, Aya suggested, “Stay curious, proactive, and emotionally intelligent. Document all learnings and link them to academic theory. Focus on delivering measurable value, learn to prioritise effectively, and don’t be afraid to say no under pressure.”  

Looking back on her experience, Aya concluded, “This internship was more than a professional step. It was a transformation. I learnt that impact lies not in doing more but in doing meaningfully. At Alphabet I learnt to see data as a story, people as partners, and challenges as opportunities.”

WUP 30/01/2025 
by Erene Roux 
©WUAS Press 

Tags
#Internationalisation
#internationalstudent
#SDG8: Decent Work and Economic Growth
#Diversity
#Ethics
#studyinholland

Wittenborg Hosts Education Study Tour with Teacher Delegations from Korea

https://www.wittenborg.eu/wittenborg-hosts-education-study-tour-teacher-delegations-korea.htm

Strengthening International Exchange on AI and Digital Innovation in Education

On 25 and 26 January, Wittenborg’s Amsterdam study location welcomed two delegations of middle school teachers from Daegu and Seoul, Korea, as part of an international study tour focused on the use of Artificial Intelligence (AI) and digital tools in the Dutch education system. More than 75 teachers, selected by the Metropolitan Office of Education under the Korean Ministry of Education, participated in the programme, organised by Amy Abdou, Senior Lecturer at Wittenborg.  

Alongside lectures at Wittenborg, the delegations visited several secondary schools in Amsterdam to observe classroom practices and institutional approaches to digital innovation in education.  

The first lecture was delivered by Hind Albasry, Associate Professor at Wittenborg. She outlined how AI can support personalised learning trajectories through adaptive scaffolding, particularly for students with learning difficulties. Using mathematics as an example, she explained how AI-based systems can diagnose recurring errors and respond with simpler exercises and additional explanations tailored to individual learners.  

Albasry emphasised that students are particularly vulnerable users of digital technologies. Strong data protection frameworks, child-specific privacy safeguards and equitable access are therefore essential. She situated these considerations within the Dutch model of coordinated decentralisation in education governance, which aligns with the EU AI Act and the General Data Protection Regulation (GDPR).  

She presented the Dutch digital education ecosystem as a multi-layered structure, spanning national policy and regulation, support organisations such as Kennisnet, procurement and vendor governance through SIVON and interoperability initiatives coordinated by SURF and EDU-V. At school level, implementation varies widely, reflecting differences in teacher competences, infrastructure and institutional readiness. Current developments include adaptive learning technologies, AI research pilots through the National Education Lab AI (NOLAI) and the formulation of national digital literacy learning outcomes.  

The second lecture was given by Karcie Snoeijen, Project Lead Business and Innovation at NOLAI in Tilburg. She introduced NOLAI as a national innovation lab funded for ten years by the Dutch National Growth Fund to conduct applied research and pilot projects in educational AI. Since 2023, NOLAI has launched 26 projects in collaboration with universities, schools and educational technology companies, with early results published mid-2025.  

Wittenborg Hosts Education Study Tour with Teacher Delegations from Korea 
A defining feature of NOLAI’s approach is teacher-led co-creation. Educators formulate the research questions, participate in design and testing and validate prototypes in their own classrooms. This process brings together the different timeframes of research, schooling and industry within a protected experimental environment. Examples of projects include speech recognition for children reading in different dialects, AI-supported vocabulary learning in virtual reality, adaptive tools for students with developmental language disorders and AI-assisted support for reading instructions in pre-vocational education.  

Snoeijen stressed the distinction between general purpose generative AI and educational AI designed specifically for teaching and learning. While young people make widespread use of AI, surveys indicate both high expectations and significant concerns regarding pupil dependency and teacher preparedness. NOLAI therefore advocates a hybrid, augmentation-oriented model in which teachers retain pedagogical authority and AI supports rather than replaces professional judgement.  

Central to this vision is the concept of hybridity, combining human expertise with adaptive technologies, clearly defining which tasks can be automated and ensuring teachers maintain agency in shaping AI integration. Through initiatives such as the Teacher in Residence programme and alignment with European digital competence frameworks, NOLAI seeks to strengthen professional development, digital literacy and responsible innovation across the Dutch education system.

Tags
#GRT1: Digital Revolution
#Internationalisation
#Diversity
#research
#SDG17: Partnerships to achieve the Goal

How Early Online Interactions Shape Brand Image: New Study Reveals Key Cultural Differences

https://www.wittenborg.eu/how-early-online-interactions-shape-brand-image-new-study-reveals-key-cultural-differences.htm

Wittenborg’s Adam Jones Co-authors Study on Value Co-creation in the ‘Dreaming’ Phase  

A newly published article in the Journal of Services Marketing sheds light on how consumers’ earliest online interactions, before they even begin planning a purchase, play a decisive role in shaping service-firm brand image. The study, titled ‘Online Value Co-creation During the ‘Dreaming’ Phase, Brand Image and Uncertainty Avoidance,’ was co-authored by Wittenborg associate professor Adam Jones, together with Francisco Peco-Torres, Ana Isabel Polo-Peña and Dolores M. Frías-Jamilena.  

The research presents an explanatory model for understanding how brand image forms in the online environment during the ‘dreaming’ phase, when consumers first begin to fantasise about future service experiences, often without any clear intention to buy.  

Using the lens of Service-Dominant Logic (SDL), the authors examine how value is co-created through online interactions between consumers and three key actors: the firm, online platforms and other consumers. The study then analyses how these interactions influence brand image and how the effects vary depending on consumers’ uncertainty avoidance.   

Cross-cultural insights from Spanish and British consumers  

To investigate these relationships, the authors surveyed 607 hotel guests – 310 Spanish (from a high uncertainty-avoidance culture) and 297 British (low uncertainty-avoidance culture) – who had interacted with online sources during the very initial stages of their consumer journey.  

The results reveal a strong cultural split. For Spanish consumers, online value co-creation with online platforms and other consumers significantly strengthens brand image, while co-creation with the firm’s online media shows no significant effect.  

For British consumers, the opposite occurs: co-creation with the firm produces a strong positive influence on brand image, while interactions with platforms or other consumers do not show a meaningful impact. 

Commenting on these findings, Jones emphasised the importance of recognising these cultural differences. “Our results make clear that consumers from different cultures co-create value in very different ways. High uncertainty-avoidance consumers rely heavily on online platforms and other users, while low uncertainty-avoidance consumers draw more from the firm’s own online media. Understanding this distinction is crucial for international service firms.”   

Strategic online reputation management as a key driver

The study also shows that strategic online reputation management is a significant antecedent of value co-creation across all channels. When firms encourage online reviews, respond to feedback and analyse user-generated content, this boosts value co-creation with the firm, platforms and other consumers – even in the earliest stages of the journey.  

The associate professor explained that this early engagement matters more than firms often realise. “What we show is that brand image doesn’t begin forming at the moment of planning or booking. It begins much earlier, when consumers are simply imagining possibilities. In this dreaming phase, even light or casual online interactions can start shaping how they perceive a service brand.”   

Advancing SDL theory and offering practical guidance  

The research extends Service-Dominant Logic theory by confirming the multi-actor nature of online value co-creation. It is also one of the first studies to measure co-creation specifically during the dreaming phase and to examine brand image in relation to cultural differences in uncertainty avoidance.  

Beyond the theoretical contributions, the findings offer actionable insights for service firms operating internationally. The authors highlight that companies seeking to attract high uncertainty-avoidance consumers should prioritise strong visibility on independent online platforms and stimulate user-generated content. Firms targeting low uncertainty-avoidance consumers, meanwhile, benefit from investing in inspirational brand-owned online media.  

Jones noted that these insights can help companies build stronger relationships with customers earlier in the process. “Being able to map how brand image forms from the very first spark of interest gives firms a clearer strategy for online engagement. They can target consumers with the right type of content on the right channels, at the exact moment when initial impressions are being formed.” 

WUP 26/01/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#Impact Statement
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#research
#GRT1: Digital Revolution

Meet the Newly Appointed Student Representatives at Wittenborg for 2026

https://www.wittenborg.eu/meet-newly-appointed-student-representatives-wittenborg-2026.htm

Wittenborg’s 2026 Student Representatives, Led by Jasmine Shaw

Wittenborg has introduced its Student Representatives for 2026, elected in November 2025 and officially presented at the institution’s Christmas event in December. Bringing together diverse international perspectives, the new representatives are ready to serve as the voice of the student community and help shape an even stronger Wittenborg experience.

Working closely with students, faculty, and leadership, the 2026 Student Representative team will focus on strengthening communication and representing student perspectives.  

Jasmine Shaw

Jasmine Shaw is from South Africa and is studying for a BBA in Marketing and Communications, specialising in Digital and Social Media. She became a student representative to address areas where she could make meaningful improvements for her fellow students.

“I want to make my fellow students feel really listened to and address each concern with an open mind,” Jasmine says. Her priorities include supporting student well-being, advocating for fair academic policies and creating more opportunities for student involvement through events and feedback forums. She also hopes to improve scheduling and timetabling to reduce unnecessary stress.

Arshia Baharloueiyancheshmeh

Arshia Baharloueiyancheshmeh from Iran, studying for a bachelor’s in Sport Business Management, has previously served as a student representative.

“I want to make sure students feel heard, supported and represented,” he says. Arshia’s priorities include improving communication between students and the administration, supporting internships and industry connections, addressing accommodation concerns and organising events to bring students and staff together.

Shelly Anand

Shelly Anand is originally from India and based in the Netherlands, and is pursuing an MBA in Data Analytics. She brings over 18 years of experience in banking, finance and entrepreneurship.

“I wanted to become a student representative because I genuinely enjoy connecting with people and supporting others,” Shelly explains. She focuses on fostering a supportive student community, strengthening communication between students and staff and helping international students adapt to life at Wittenborg. Shelly is also committed to practical learning opportunities that prepare students for the changing job market.

Heer Dhandha

Heer Dhandha is from India and is studying an MBM in Digital Marketing and Communication. She also has previous experience in school management in her home country.  

“I want to ensure every student’s voice is heard and their concerns are addressed,” Heer says. Her focus is on improving communication, supporting student well-being, addressing academic and campus-related concerns and encouraging collaboration within the student community. She also emphasises mental health awareness and flexible academic support.

Kyal Sin Lin (Hazel)

Kyal Sin Lin, also known as Hazel, is from Myanmar and is studying MCI in Marketing and Communication.

“I want to create a space where every student’s voice is heard and supported,” she explains. She focuses on communication, well-being and student support, using check-ins, anonymous forms and open conversations to gather feedback. She also aims to help students manage academic pressures with practical strategies and peer support.

Nguyen Thi Mai Phuong and Mohammadali Eslamian complete the list of elected student representatives for 2026.  

WUP 23/01/2025 
by Erene Roux 
©WUAS Press 

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

Research Highlights Role of Personalisation and Trust in Green Finance

https://www.wittenborg.eu/research-highlights-role-personalisation-and-trust-green-finance.htm

Study by Dr Ahmed Mehta Reveals Key Drivers of FinTech Adoption for Sustainable Investing  

A new study led by Wittenborg associate professor Ahmed Mehta explores how FinTech solutions – particularly robo-advisors – can support the global transition to sustainable finance. Published in Scientific Reports, the paper, titled ‘FinTech Adoption for ESG Integration through Robo-Advisors, Personalisation and Perceived Trust’, identifies the factors that shape investors’ willingness to use digital platforms for green investment decisions. 

The research was co-authored by Aizhen Chen (Zhuhai College of Science and Technology, China), Shaosong Wang (Macau University of Science and Technology), Muhammad Asif (University of Education, Lahore, Pakistan), Shuo Xu and Muhammad Farrukh Shahzad (Beijing University of Technology).  

The team surveyed 393 investors in China, all of whom had experience using FinTech tools for Environmental, Social and Governance (ESG) integration. Using quantitative methods, the authors analysed how robo-advisor usage, awareness of ESG factors and portfolio personalisation affect perceived usefulness, ease of use and intention to adopt green FinTech platforms. The study also investigated the moderating role of trust in these relationships.

Personalisation and trust as key influencers  

Among the study’s most notable findings is the strong influence of personalised ESG portfolios on investors’ behavioural intentions.  

When FinTech platforms tailor investment options to reflect individual sustainability preferences, users are more likely to adopt them. This personalisation was also found to enhance perceived usefulness and ease of use, two central elements of the Technology Acceptance Model (TAM) used in the research. 

While investors may be aware of ESG factors, this awareness alone is insufficient to drive their decision-making, implying that other elements, such as perceived usefulness and perceived ease of use, may play a more critical role in influencing adoption behaviour. 

In addition to that, the study suggests that the mere availability of robo-advisors for green investment may not be enough to drive investors’ intent to adopt these platforms. According to the researcher, this has important implications for how financial institutions design and market green digital platforms. “Developers should move beyond the purely technical aspects of FinTech and focus on features such as transparency, data security and personalisation,” he notes.  

Mehta underlines that while trust is generally considered a key driver in technology adoption, it may not be sufficient to amplify the influence of ESG awareness or robo-advisor functionality alone in motivating adoption. “This underscores that personalised ESG offerings, which involve more tailored and sensitive financial decisions, require a stronger foundation of trust to be effective.” 

The study suggests that enhancing the customisation capabilities of robo advisors and ensuring data security and transparency can foster greater trust and ultimately higher adoption. “By focusing on personalisation, trust-building and meaningful ESG engagement, FinTech platforms can play a more effective role in advancing sustainable investment behaviour,” the associate professor concludes.  

WUP 21/01/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG9: Industry, Innovation and Infrastructure
#SDG12: Responsible Consumption and Production
#Internationalisation
#research
#Impact Statement

Resilience and Reinvention: How Bahareh Bolhassani Built a Global Career

https://www.wittenborg.eu/resilience-and-reinvention-how-bahareh-bolhassani-built-global-career.htm

Wittenborg MBA Graduate Explores New Professional Paths in Europe

To grow professionally and explore new career paths, Bahareh Bolhassani faced challenges such as being apart from her family in Iran and adapting to online classes in the context of the COVID-19 pandemic. Today, as a Demand and Supply Professional at Canon EMEA, she looks back on her journey as one defined by resilience, adaptability and motivation. 

Before joining Wittenborg, Bahareh had already built a strong foundation in engineering and management. Holding a bachelor’s degree in Industrial Engineering, she worked in diverse roles such as project manager, industrial engineer, data analyst and supply chain administrator. But she sought to expand her international experience and business knowledge. 

“My intention was to study in the Netherlands, preferably Amsterdam, as it is a European country not too far from my home and I could manage with the English language,” she explained. “I found Wittenborg online while searching for institutions that offer MBAs. It seemed a fast-growing and multinational school with a range of specialisations. I even connected with an Iranian student who highly recommended it, so I chose Wittenborg.” 

That decision, however, came with challenges. Bahareh began her studies at the very onset of the COVID-19 pandemic, when lockdowns reshaped academic life. “One of the biggest challenges I faced was being separated from my family. My husband and five-year-old son stayed in Iran while I relocated to the Netherlands. Thanks to Wittenborg’s quick shift to online learning, I was able to return home and continue my studies remotely. Balancing family life and academics during such an uncertain time was both difficult and rewarding, and I’m grateful for the school’s flexibility in that regard,” she said. 

Throughout her MBA in International Management, Bahareh honed key professional skills, particularly in cross-cultural communication, stakeholder engagement and business alignment across departments. She also found mentorship that would open new doors. “I was actively looking for internship opportunities, but I didn’t know much about job searching in the Netherlands. Dr Arie Barendregt, my marketing tutor, suggested improving my CV and shared it within his network. His support helped me connect with professionals and find my path.” 

That path led to an internship at Brooks Sports B.V., where she worked as a demand planner. “It was a great opportunity to work with different countries and understand their market behaviour,” she said. Bahareh later secured a permanent position at Brooks, where she worked for two years before moving to Canon. 

At Canon, Bahareh’s responsibilities include forecasting, purchasing and managing stock across EMEA (Europe, the Middle East and Africa) warehouses. She discovered the position on LinkedIn, applied and was quickly hired.  

Looking ahead, Bahareh is preparing for leadership roles within her company. “I’ve been given the opportunity to participate in leadership training programmes addressing different fields of knowledge,” she said. “Additionally, through Wittenborg’s courses in international management and human resources, I learned how to collaborate effectively within diverse teams and appreciate cultural diversity and different business models.” 

To current students, she highlights the benefits of internships: “It’s the best way to get familiar with the business environment in the Netherlands or Europe. Also, make the most of Wittenborg’s multinational community to expand your network.” 

Bahareh remains deeply grateful for the support she received during her studies. “The staff at Wittenborg, especially in Amsterdam, were incredibly flexible and proactive during the pandemic. Their responsiveness and willingness to adapt enabled us to successfully continue and complete our studies despite the difficult circumstances. I truly appreciated how seriously they considered student feedback when making key decisions.”

WUP 19/01/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Wittenborg Academics Publish 'The Dynamic Strategist' to Guide Leaders and Students

https://www.wittenborg.eu/wittenborg-academics-publish-dynamic-strategist-guide-leaders-and-students.htm

Colin Mackenzie and Alexander Bauer Publish Book Bridging Theory and Practice

Wittenborg Associate Professors of Applied Sciences Colin Mackenzie and Alexander Bauer have published a new book, The Dynamic Strategist: The Mackenzie-Bauer Framework for Transformational Business Development, through Sunlabs Publishing.  

The book is available across Europe and online via Perlego, and Wittenborg students can access it for free by signing up with their student email.  

The Dynamic Strategist is aimed at both professional leaders and students, and introduces the Mackenzie-Bauer Framework, a method for creating strategies based on practical insights from everyday business.  

Mackenzie and Bauer noticed that many strategy books focus too much on theory, without showing how to put ideas into action. The Dynamic Strategist fills this gap by combining classic models, real-life examples, and clear steps that help students and professionals apply strategy in practice.  

The book updates traditional strategy tools like PESTLE, Porter’s Five Forces, and the Ansoff Matrix, showing where they fall short today and how to combine them into one powerful approach. Bauer adds a sixth force to Porter’s model to reflect government influence. It also covers AI, ESG (environmental, sustainability and governance), and real business examples from Europe, including a whisky distillery’s circular economy case study, which demonstrates how theory can be applied in a real company.  

Mackenzie explains how the book came together: “The Dynamic Strategist grew from a short paper that Alex and I published in the International Journal of Sales Management. We didn’t have space to fully develop our ideas, so we wanted to create a book that shows students and professionals how strategy works in practice. It includes tips on presenting ideas, critical reflections, and clear action steps you can use straight away.”  

Readers will learn how to:  

• Update and apply traditional strategy tools to today’s business environment

• Use the Mackenzie-Bauer Framework to move from analysis to action

• Build a dynamic organisation where strategy is ongoing, not a once-a-year plan  

Recommended by the Institute of Sales Professionals and other business and academic experts, the book is now part of several entrepreneurial and strategy courses across Europe.  

Peter Birdsall, President of Wittenborg, also commented: “A powerful blend of strategic theory and practical business sense. Unlike many texts that remain locked in academic abstraction, this book makes strategy tangible, active, and relevant – something to use, not just something to read.”

WUP 16/01/2025 
by Erene Roux 
©WUAS Press

Tags
#SDG4: Quality Education
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#Diversity
#Ethics
#highered
#research
#Impact Statement

Project Week in Focus: Wittenborg Students Explore Sales Skills, Sustainability and Gender Equality

https://www.wittenborg.eu/project-week-focus-wittenborg-students-explore-sales-skills-sustainability-and-gender-equality.htm

Applied Learning in Action: Sales, Sustainability and Gender Equality 

Wittenborg University of Applied Sciences’ December 2025 Project Week brought together students across Amsterdam and Apeldoorn for a period of applied learning, reflection and collaboration. Across different programmes, students worked on real-life challenges related to sales and communication, sustainability and smart cities and gender equality.  

Developing Sales Skills with Insights Explore  

MBA and MBM students took part in a Project Week led by Tim Birdsall, trainer, facilitator and consultant in leadership, communication, negotiation and sales and former Sales Director at Wittenborg. Students were asked to create and present a sales pitch for the tool Insights Explore, applying sales theory in a practical setting.  

As part of the project, students completed the Insights Explore assessment themselves and developed recommendations on how the tool could be used in project work and group assignments. The final pitches were presented in a simulated professional sales environment.  

Mozhdeh Rafati, MBA student, highlighted the practical learning experience:  

“We learned how to sell effectively, becoming more business-like in our approach and applying business skills. Honestly, the way Tim taught us proved to be more valuable and helpful than the actual test; his words and beliefs behind the test had a greater impact than we initially realised.”  

Shahrzad Abbasi, MBM student, emphasised teamwork and confidence-building:  

“My overall highlight of the project week was collaborating closely with my team and seeing how our ideas came together into a clear and structured sales pitch. It was motivating to move from initial uncertainty to a final result we were confident presenting.”  

She also reflected on the value of the sales exercise:  

“The most valuable skill I gained was learning how to structure a message clearly for an audience and focus on value rather than details.”  

Sustainability and Smart Cities at the Johan Cruijff ArenA  

MBA students also participated in a sustainability-focused Project Week organised by Senior Lecturer Amy Abdou, which included a study visit to the Johan Cruijff ArenA in Amsterdam. During the visit, students explored how the stadium uses new technologies related to sustainability, smart energy systems and data-driven operations.  

Students examined innovations such as renewable energy generation, smart energy management and the ArenA’s energy storage system using second-life electric vehicle batteries, which helps reduce pressure on the city’s energy grid during peak demand.  

Nasrin Bolouki, MBA student, described the experience from both an urbanism and business perspective:  

“The stadium stands out not just as a sports venue, but as a multifunctional piece of urban infrastructure.”  

She added:  

“From an MBA viewpoint, the ArenA demonstrates how innovation, partnerships and data-driven management can enhance economic viability while aligning with social and environmental goals.”  

For their final presentations, student teams shared their research approach, findings and key learnings. Bolouki’s group focused on thermal resilience and energy storage, exploring how Phase Change Materials (PCM) could help reduce peak thermal demand and support the ArenA’s long-term sustainability goals.

Gender Equality Across Programmes  

Alongside these project weeks, EBA students conducted interviews focused on gender equality, exploring how inclusion and equality are addressed in professional settings. Bachelor’s students explored gender equality in areas such as leadership, pay equity, entrepreneurship, marketing and technology, using data and case studies to develop practical recommendations.  

In this case, students also worked in groups to create research-based poster presentations linked to gender equality. These posters were presented and reviewed during the Project Challenge, covering a range of topics related to gender equality in business and society. 

WUP 14/01/2025 
by Erene Roux 
©WUAS Press