Wittenborg President Participates in PIE Live’s ‘Eurovision’ Session

The Pie LIVE Europe 2025 Gathers over 800 Higher Education Professionals in London

From 11 to 12 March, Wittenborg President Peter Birdsall participated in The PIE Live Europe 2025, an event that brought together in London over 800 higher education professionals representing nearly 400 institutions from 40 countries. The annual initiative is organised by The PIE, a news and events group dedicated to connecting the education sector and strengthening its networks. 

The programme included numerous presentations, workshops and lectures, along with networking activities. Additionally, business-to-business organisations and large educational agencies had the opportunity to set up stands to promote their services. 

One of the highlights of PIE Live this year was the EAIE Eurovision session, which included Birdsall representing the Netherlands, along with representatives from Germany, France, Switzerland, Ireland and Sweden. Each participant had four minutes to deliver their speech, focusing on the current state of international education in their respective countries. The audience voted for the best pitch, with Sweden taking first place.

In his speech, the Wittenborg president discussed the current political climate in the Netherlands, highlighting that the Dutch government is considering new legislation that could significantly restrict the influx of international students by limiting the number of English-language programmes at public universities. Creatively weaving the titles of past Eurovision hits into his pitch, Birdsall underscored the inconsistencies and risks posed by the proposed legislation and encouraged policymakers to embrace an open, global and liberal approach. 

“Last year I was invited to speak on a panel about the political situation in the Netherlands at PIE Live and this year they have changed the format to reflect a more relaxed approach through this idea of Eurovision. This allowed them to give space to people for updates on various things going on in international education in Europe,” he said.  

Birdsall concluded by praising the event’s atmosphere. “Participating in PIE is always a pleasure, as it allows us to meet up with people from the industry, including old and new friends. It’s an easy-going event, where the main focus is on networking.”

WUP 25/03/2025 
by Ulisses Sawczuk 
©WUAS Press

Wittenborg Attends Busy Bees Project Meetings in Lleida, Spain

Initiative Seeks to Foster Digital and Green Transitions in Education and Industry

From 11 to 12 March, Wittenborg participated in a series of meetings organised by the Busy Bees project in Lleida, Spain. The school was represented by Associate Professor Vanessa de Oliveira Menezes and Project Administrator & Researcher Jian Liu.  

Sponsored by Erasmus+, Busy Bees involves partners from five European countries: Italy, Hungary, Spain, Turkey and the Netherlands. The initiative is designed to bridge the gap between higher education courses and market demands in topics such as digital and green marketing.  

The project seeks to develop a ‘Business Game Methodology for Twin Transition in Higher Education’, where student teams compete to create a solution based on a challenge posed by a company in their specific study sector. Simultaneously, the students will receive training on skills related to the two areas of the twin transition – digital and green competencies – to develop a solution for the company’s problem. 

The meetings were held at La Escola del Treball, a century-old public institution dedicated to education and professional training, and one of the project’s partners. During their time in Lleida, the Wittenborg researchers had the opportunity to observe how the Spanish partner conducted the kick-off of the pilot project. The same pilot project will be implemented at Wittenborg during the April Block’s Project Week. 

According to Associate Professor Vanessa de Oliveira Menezes, these meetings provide a valuable opportunity to gather up-to-date information, share experiences and build connections with other partners. "Participating in the Busy Bees project has been a very rewarding experience, and we are excited to bring the pilot project to the Netherlands next month. This initiative addresses pressing topics that will define the parameters for education and industry over the coming decades, and it’s great that Wittenborg is actively involved in this process,” she said.

WUP 24/03/2025 
by Ulisses Sawczuk 
©WUAS Press 

Celebrating All Things Whisky with Ben Birdsall at Apeldoorn Festival 

Birdsall Special Guest at Whisky Festival, Supporting a Good Cause

The Apeldoorn Whisky Festival, held on 1 and 2 March, was a memorable two-day event, with a standout moment for many whisky enthusiasts being the special guest appearance of author and artist Ben Birdsall. Known for his whisky-travel books Whisky Burn and Whiskey Burn (both published by Wittenborg Press), Ben brought a personal touch to the festival, sharing stories and signing copies of his books.

The festival was organised by the Yourright Foundation, a non-profit dedicated to helping people with disabilities engage in volunteer work abroad. Founders and organisers of the foundation and event, Nicole Schuijer and Branko Driessen, later said that it was a great success. "We enjoyed a wide range of special whiskies, a great atmosphere. Ben was there to promote and sign his beautiful whisky books, and his stories about whisky travels added an extra dimension to the festival. All proceeds from the sales were donated to the foundation."

Reflecting on his experience at the festival, Ben said that the location was something special. The Station Royaal in Apeldoorn, an old station café, provided a unique setting – thoughtfully arranged across two levels. With a carefully curated selection of whiskies from all over the world, the event offered attendees a chance to discover new favourites while enjoying the company of other like-minded people.

“It was a great atmosphere," he said. "And the selection of whiskies was fantastic, too. There was something for every whisky lover here.” 

Ben’s unique approach – travelling by classic Vespa to distilleries across Scotland and Ireland – also sparked many engaging conversations during the festival. “Writing about whisky and travel has really helped me connect with people beyond just tasting,” he explained. “It’s about sharing experiences and learning from each other’s journeys. And at this festival, I got to hear some amazing stories from attendees who had travelled to distilleries around the world.”

Ben also noted that a surprising number of people at the festival were motorbike and scooter enthusiasts. “A recurring theme was my 1970s Vespa 50 – how it handled long journeys, the mechanical quirks and, of course, how I navigated the ‘don’t drink and drive’ rule. That was an easy one – most distilleries offer drivers’ samples, miniature bottles to take home. In the evenings, I did my tastings outside my tent, which always drew in fellow campers for good conversation and shared experiences.”

The festival featured some exceptional whiskies, and Ben was able to sample a few rare bottlings. “I had the chance to taste some unique expressions – rare cask-strength whiskies and distillery exclusives that are almost impossible to find,” he said. “Those are the moments that really make whisky festivals special. It’s not just about buying whisky; it’s about the whole experience.”

What’s Next for Ben?

As for Ben, he’s already thinking about future whisky adventures. “I’m currently planning a trip to Japan to explore their whisky culture,” he revealed. “It’s a place I’ve always wanted to visit, and I’m excited to dive into the world of Japanese whisky. Of course, the challenge will be figuring out how to get my Vespa there!” 

WUP 20/03/2025 
by Erene Roux 
©WUAS Press 

Wittenborg Strengthens Presence in India and Sri Lanka

Michael Sheppard Attends ICEF South Asia and Visits Universities and Agencies

To strengthen Wittenborg’s position in India and Sri Lanka and continue attracting high-quality students from the region, Recruitment & Sales Representative Michael Sheppard attended a series of events in both countries from 6 to 22 February.

Sheppard began his trip by participating in ICEF South Asia, which brought together 250 universities and more than 300 student agents at the Grand Hyatt hotel in Goa. The event provided opportunities to connect with professionals from India, as well as other countries including Nepal, Bangladesh, Bhutan and Sri Lanka.

Next, the representative travelled to Bangalore, where he received a royal welcome from Brindavan College and spoke to 120 students, in a visit organised by the All India Institutes of Medical Sciences (AIIMS). Sheppard’s trip, which also included meetings with various student agencies, continued through Chennai, India, before concluding in Colombo, Sri Lanka, where he visited York Graduate Campus.

“This was my third time visiting India, and what always amazes me is the diversity of the country. The people, the language, the culture, the geography: from the foothills of the Himalayas to the deserts of Rajasthan to the tropics of Goa, there is always something to impress you,” he said.  

According to Sheppard, the trip was a resounding success. “From strengthening agency partnerships at ICEF to personalised agent visits in multiple cities, as well as opportunities to meet with students at prestigious universities, this trip provided diverse opportunities to engage with the South Asian market and connect with amazing potential students. I’d like to give a special thank you to Dr Sreedhar Saraswathy from AIIMS in Bangalore, who connected Wittenborg with Brindavan College. I received an incredible welcome at Brindavan, thanks to Dr Saraswathy,” he emphasised. 

WUP 18/03/2025 
by Ulisses Sawczuk 
©WUAS Press 

Navigating the Dutch Job Market: A Workshop with Nima Sagharichiha

Nima Outlines Steps to Succeed in the Dutch Job Market

On 21 February, students from Wittenborg gathered for an insightful workshop titled '5 Steps to the Dutch Job Market'. Hosted by Nima Sagharichiha in Apeldoorn, the session aimed to equip attendees with the skills and knowledge they need to successfully navigate the Dutch job market.

Nima, originally from Iran, moved to the Netherlands in 1995. With over 30 years of experience living, studying, and working in the country, he offered valuable insights. Nima has a background in engineering and worked at ASML before founding his own company ProContext, after noticing how many people were coming to the Netherlands for work opportunities.

The workshop not only focused on the technical aspects of job hunting but also touched on crucial factors such as leadership and cultural awareness. After the session, Nima reflected on the importance of understanding the Dutch work culture:

“Leadership skills are always relevant – whether you’re a student, applying for a job, or already working. How you apply these skills depends not only on your personal style but also on the cultural context in which you operate,” he wrote. He also highlighted the significance of cultural awareness, stressing that it plays a key role in improving communication, collaboration, and navigating your (work) environment effectively.

Research the Job Market

Nima emphasised the importance of understanding the job market before applying for positions. He encouraged students to explore available job sectors, identify which industries are thriving in the Netherlands, and research which companies are hiring. This research allows candidates to understand which skills are in demand and how they can tailor their applications accordingly.

Create your Personal Pitch (Networking)

According to Nima, networking is one of the most crucial aspects of job hunting in the Netherlands. “Your personal pitch is key to building connections in the Dutch job market,” he explained. Nima stressed the value of being able to present oneself clearly and confidently. “You need to be able to introduce yourself in a way that is memorable and appealing, so that others can help you connect with opportunities,” he advised. Networking, whether online or face-to-face, opens doors to job opportunities and provides access to industry professionals who can offer advice and even referrals.

To help students improve their networking abilities, Nima introduced the STAR method. STAR stands for Situation, Task, Action, and Result. It is a structured way of responding to behavioural interview questions or sharing experiences during networking events. “When asked about your experience or skills, use the STAR method to structure your answer clearly and concisely,” he said. This method allows candidates to showcase their problem-solving abilities and achievements effectively.

Polish your CV, Cover Letter, and LinkedIn Profile

Nima advised the students to ensure their CV, cover letter, and LinkedIn profile are well-prepared and up to date. “LinkedIn is especially important in the Netherlands,” he stated. Many Dutch companies rely heavily on LinkedIn to search for candidates. Nima suggested using the platform to showcase skills, professional experiences, and any additional qualities that might make you stand out. He also stressed the importance of aligning your CV and cover letter to each specific job application, making sure both are tailored to the role.

Prepare for the Interview

Nima outlined that preparation for a job interview is essential. He suggested researching common interview questions, understanding the company’s culture, and preparing examples of your past experiences that align with the job requirements. “Be ready to talk about your achievements, your strengths, and how you can bring value to the company,” he advised. 

Know Your Expectations and Needs

The final step in Nima’s guide focused on self-awareness when it comes to your own expectations. “What do you want from the job? What salary are you expecting?” he asked. “How do you communicate with the company, and what do you need from them?” Nima encouraged students to reflect on these questions. Knowing your worth, understanding your needs, and being able to clearly communicate them to potential employers is essential for ensuring both you and the company are aligned.

In addition to the five steps, Nima also discussed practical advice for students facing challenges such as visa requirements. He explained that some companies may have restrictions when hiring international students, particularly for lower-skilled positions. However, he offered a solution: students can approach job agencies that act as intermediaries between the company and the job seeker, which can open up more opportunities.

Ava Mehrani, External Relations & Events Assistant, said that the workshop was a great experience for all attendees, providing them with actionable steps to enhance their chances of landing a job in the Netherlands.  

“Nima’s focus on leadership and cultural awareness added an extra layer of depth to the session, helping students understand how their skills can be applied within the context of Dutch workplaces.”

The session also benefitted students who are new to the Netherlands, offering them a helpful push in the right direction. 

WUP 17/03/2025 
by Erene Roux 
©WUAS Press 

Wittenborg Connects with Students from All Over the World at IAmExpat Amsterdam

Event Provides Information about Educational Offerings and Life in the Netherlands

On 8 March, Wittenborg attended IAmExpat Amsterdam 2025, interacting with expats from all over the world and providing information on its educational opportunities. The event was held at Beurs van Berlage, a historic venue in the heart of the Dutch capital. 

In addition to higher education institutions, businesses from various sectors were present, including housing, accountancy, healthcare and legal advice, among others. The event also featured 30 educational workshops and presentations designed to provide participants with valuable insights into navigating life in the Netherlands. 

Wittenborg was represented by Admissions Administrator Allegra Zazzaro, Regional Admissions Manager Mykhailo Huba and student representative Seyed Hejazei, who is pursuing an MBA in Entrepreneurship. 

According to Zazzaro, by participating in IAmExpat Amsterdam 2025, she had the opportunity to interact with numerous students from across Europe and beyond who were interested in studying at or collaborating with Wittenborg. “Among them were two students from Italy who were interested in moving to the Netherlands for their studies, inspired by the great experiences of other international students. It was also wonderful to meet new people eager for future collaborations with Wittenborg. I highly value the efforts of Panos Sarlanis, IAmExpat Media’s co-founder, who, along with his team, consistently creates an incredible experience and fosters a fun and welcoming atmosphere,” she said. 

MBA student Seyed Hejazei commented that, in addition to representing the school, he attended the fair to learn about his rights as an expat, explore networking communities and seek information about opportunities available in the Netherlands during his studies. 

“I had a positive experience presenting Wittenborg to others and sharing my experiences as a student. People were inquiring about the programmes the school offers, and they also had questions about the visa process, what happens after the programme, and how they can leverage Wittenborg's network for job hunting. Having the chance to speak on behalf of the school and showcase the programmes and the wonderful people I have encountered there has been a valuable experience for me. I would love to do it again.”

WUP 14/03/2025 
by Ulisses Sawczuk 
©WUAS Press 

Highlights from Wittenborg’s Student & Staff Conference Day

Discussions Focus on Teaching, Student Support and Campus Development

On 4 March, Wittenborg hosted its annual Student & Staff Conference Day, bringing together staff and students, both in person in Apeldoorn and online, for a day of discussions aimed at enhancing the overall student experience.  

The day started with the Staff Representatives Meeting, where staff gathered to discuss a range of important topics. These discussions set the stage for the plenary feedback session later in the day, where both students and staff shared further insights.

Staff Session: Addressing Key Challenges and Opportunities

The staff session kicked off with an in-depth conversation on how best to engage students, particularly Generation Z. Fahad Shakeel, Deputy Head of the School of Business, who moderated the meeting, led a discussion on how teaching approaches could be adapted to better connect with students. “Generation Z needs a more interactive and flexible approach,” Shakeel said, stressing the importance of understanding their learning preferences to create a more engaging academic environment.

Another important point raised during the staff meeting was the need for informal spaces where staff and students can connect outside formal settings. This highlighted the need for additional community spaces to help foster stronger relationships between staff and students, enhancing the sense of community and belonging.

Additionally, staff reflected on how to better support their professional development. Dadi Chen, Deputy Head of the School of Business, shared details about the school's ongoing efforts to bring technological training, including workshops on AI and other essential tools, to help staff stay ahead of industry trends. “We want to equip staff with the skills needed to thrive in the changing business landscape,” Chen remarked.

In closing the staff session, Shakeel emphasised the importance of continuous feedback, stating, “We’re always open to feedback. Your ideas are always welcome, so please take the initiative, and we’ll follow up with actions.”

Following the morning’s discussions, the afternoon saw the plenary feedback session where both students and staff came together to share their perspectives and ideas on how to improve the Wittenborg experience.

Key Feedback from Students

During the plenary session, students shared valuable insights from their meetings. A key focus was on enhancing Wittenborg’s dynamic and inclusive learning environment. Students expressed enthusiasm for fostering a vibrant campus atmosphere and suggested that expanding support for student-led initiatives, such as cultural events, sustainability projects, and volunteer activities, would further enrich their university experience.

Regarding teaching methods, students proposed introducing standardised teaching guidelines to ensure clarity and consistency across courses. Additionally, they highlighted the opportunity to strengthen communication between staff and students, fostering a more connected and supportive academic community.

Staff and Programme Committees Respond

In response to the feedback, Chen, also MBA Programme Coordinator, highlighted the importance of Wittenborg’s industry connections and the role they play in helping students secure career opportunities and internships.  

He also emphasised the growing significance of alumni engagement, noting that some Wittenborg graduates are now working at leading companies, such as IKEA and Philips.  

Teaching Quality and Industry Partnerships

Students enrolled in the master’s programmes shared feedback on the role of industry partnerships in enhancing their learning experience. They particularly appreciated practical assignments that tied academic learning to real-world applications. However, they also suggested a stronger focus on practical software skills, such as Power BI, which are increasingly in demand by employers. Adeyemi Banjo, Senior Lecturer & MBM Programme Coordinator, acknowledged this feedback, stating that Wittenborg is already exploring ways to integrate more software training into the curriculum to better prepare students for industry needs.

Looking Ahead

As the day concluded, Karen Penninga, Director of Corporate Governance, and Peter Birdsall, President of Wittenborg, reflected on the ongoing efforts to enhance the student experience. “We’re all working towards improving your experience here at Wittenborg,” Penninga said. The plans for a new building in Apeldoorn, expected to be completed in five years, were also shared. This new facility will provide additional space for student activities and offer state-of-the-art resources, further strengthening the community atmosphere.  

Ron Tuninga, Rector at Wittenborg, expressed his appreciation for the feedback received during the plenary session. He highlighted several key areas for improvement, including teaching and learning, facilities and professional practice. Tuninga acknowledged that while some improvements could be implemented quickly, others, particularly those related to facilities, would take more time to address, as noted by Peninga and Birdsall.

He concluded by saying, "Thank you all for your hard work. Together, we change Wittenborg for the better. Thank you for your commitment. Better Yourself – Better Our World." 

WUP 13/03/2025 
by Erene Roux 
©WUAS Press

Wittenborg Lecturer Unpacks Celebrity Endorsement in Gender-Based Conspicuous Consumption

Cansu Kadıoğlu Explores Conspicuous Consumption Driven by Status and Self-expression

Celebrity endorsements have been a powerful tool in advertising for decades. From George Clooney promoting Nespresso to Charlize Theron gracing Dior campaigns, the influence of high-profile personalities in consumer decisions is undeniable. But how exactly do these celebrity endorsements affect consumer behaviour, particularly when it comes to conspicuous consumption (buying goods or services for the sole purpose of displaying wealth and social status)? A new study by Cansu Kadıoğlu, a lecturer at Wittenborg, sheds light on the gender-specific influences of celebrity endorsements in the context of conspicuous consumption.

Study methodology 

In collaboration with Sezen Bozyigit, Kadıoğlu conducted a detailed investigation to examine how celebrity attractiveness, credibility, and expertise influence the purchasing behaviour of male and female consumers. The research surveyed 403 individuals, mainly Gen-Y and Gen-Z, with a focus on their responses to celebrity endorsements in advertising.  

Key findings 

The study revealed notable gender-specific differences in the impact of celebrity endorsement dimensions on conspicuous consumption. For women, celebrity attractiveness and credibility were found to significantly increase the likelihood of conspicuous consumption. These women were more inclined to buy products that symbolise status when endorsed by celebrities they considered attractive and trustworthy. However, when it came to a celebrity's expertise, the effect was quite different. For female consumers, celebrity expertise in the product category served to reduce conspicuous consumption, pushing them towards more practical and rational purchasing decisions instead of emotionally driven or status-related ones.

Male consumers, however, were predominantly influenced by celebrity attractiveness alone. Unlike female consumers, credibility and expertise were not significant drivers of conspicuous consumption for men. This suggests that, for male-targeted campaigns, advertisers should focus primarily on the allure and physical appeal of the celebrity endorsing the product.

Implications for marketing strategies 

Kadıoğlu and Bozyigit's research provides great insights for businesses looking to refine their marketing strategies using celebrity endorsements. For female-targeted advertisements, focusing on both celebrity attractiveness and credibility is key to driving conspicuous consumption. However, when marketing more practical or utilitarian products, brands should leverage celebrity expertise to encourage more rational, informed purchasing decisions.

In contrast, for male consumers, brands can focus primarily on the physical attractiveness of the celebrity, as this is the main factor driving their desire for status and luxury. This approach could be especially useful in sectors such as luxury goods, fashion, and high-end technology, where social status and self-expression play a large role in purchasing choices.

As Kadıoğlu explains, "Understanding these gender-based differences in consumer behaviour can help businesses create more targeted and effective marketing campaigns, ensuring that their celebrity endorsements resonate with their audience's desires and motivations."

WUP 12/03/2025 
by Erene Roux 
©WUAS Press 

Book Chapter by Wittenborg Researcher Highlights Value of Human Capital in Hospitality

Mats Carlbäck Underlines Importance of Valuing and Retaining Employees

In recent years, the hospitality industry has faced challenges in attracting, engaging and retaining employees. For Wittenborg associate professor Mats Carlbäck, valuing and investing in employees’ well-being is crucial to addressing these issues, as well as providing opportunities for growth and fostering a supportive work environment. 

Carlbäck makes this argument in the book chapter he co-authored with Wittenborg graduate Willemijn Marcussen, titled ‘Human Resources in Hospitality: An Asset, Not a Cost?’ and recently published in Örebro University’s anthology ‘Revealing Meals’.  

The authors underline that the hospitality industry, still dealing with the consequences from the COVID-19 pandemic, faces a challenging future marked by ongoing manpower shortages and rising costs. The traditional economic model, where firms tightly controlled all processes and resources, is no longer viable. Therefore, the industry’s focus is now shifting toward human capital as a critical asset, requiring innovative strategies.  

Carlbäck highlights that this is vital for the hospitality sector, where employees hold significant influence over a business’ success. “Given that services are produced and consumed simultaneously, employees play a crucial role in shaping customer perceptions and experiences. Failing to meet service quality expectations can drastically impact a firm’s current and future financial position.” 

The researcher adds that high staff turnover can severely disrupt the execution of business strategies, leading to organisational inefficiencies, decreased performance and overall hindered success. “The costs of hiring and training new employees further aggravate the situation, and the morale, motivation and inspiration of remaining employees are likely to decline, potentially reducing productivity.” 

The chapter explains that, to avoid such risks, companies need to invest in robust human resource development, which involves maximising human expertise through organisational development and personnel training to enhance overall performance. This aligns with the theory of human capital, which views people’s knowledge, skills, abilities, competencies, personal characteristics and talents as drivers of the overall quality and potential of a workforce.  

“By recognising employees as valuable assets rather than mere expenses, the industry can build a more motivated and committed workforce. This shift not only enhances employee retention but also improves the overall quality of service, leading to better customer experiences and long-term business success,” Carlbäck says.  

The associate professor points out that employees are often the first target for cost-cutting measures during challenging times, undermining the notion that the industry is ‘all about employees’. Additionally, the sector’s tendency to overlook human capital prevents it from being measured, managed and compared with other metrics. 

“In a business-oriented industry, quantifying human capital is essential for determining potential returns on investment. To address this imbalance, it is crucial to assign measurable value to human capital based on education, knowledge, competence, practical skills, experience and other industry-relevant factors. For employees, this change can lead to greater recognition and development opportunities, while for companies, it opens the door to innovative strategies, organisational structures and business models.”  

According to Carlbäck, both the industry and academia need to develop measuring criteria and a conceptual framework to assess human capital, a crucial concept often vaguely defined due to its intangible nature and the lack of standardised criteria for assessment. “Metrics such as job yield, skills inventory, promotion rates and external market share can serve as starting points for creating a comprehensive human capital measurement model,” he explains.  

The researcher concludes by encouraging educators to understand human capital, identify its key factors and tailor education and training to address these needs. “Developing a universally applicable model and tools for measuring human capital would benefit all stakeholders and foster better cohesion and understanding across different sectors.”

WUP 11/03/2025 
by Ulisses Sawczuk 
©WUAS Press