Florent Geerts on Global Careers: What Really Makes You Stand Out

https://www.wittenborg.eu/florent-geerts-global-careers-what-really-makes-you-stand-out.htm

Why Ownership And International Experience Matter More Than Job Titles

Wittenborg’s Amsterdam study location hosted a Global People Lunch featuring guest speaker Florent Geerts at the Dali Building. What followed was a frank, reflective conversation on global careers, international experience and the often misunderstood signals that shape hiring decisions.  

Geerts spoke from experience spanning multiple regions and countries, shaped by years working across international environments and leading teams at Delft Imaging, which operates across more than 90 countries. He has also been recognised in TIME100 Health 2026, a context that adds weight to his perspective on global health systems and leadership.  

Rather than focusing on job titles or organisational milestones, he repeatedly returned to how people actually grow when exposed to pressure, uncertainty and cultural difference.  

“You are not competing locally anymore”  

One of the strongest themes of the session was a shift in how students should understand competition.  

“You start to realise you are not just competing locally anymore but globally, and that changes everything,” Geerts said.  

For him, this shift was not abstract but personal, reshaping how he measures progress and ambition.  

“I started competing against myself instead of others,” he added. “That is when things really started to change for me.”  

CVs as signals, not stories  

Geerts was direct about how he views CVs in recruitment, challenging the idea that they function as complete narratives of achievement.  

“I do not really care whether someone has a bachelor’s or a master’s anymore,” he said. “That is the baseline.”  

Instead, he argued, CVs act as signals rather than summaries.  

“A CV is not a story of everything you have done,” he said. “It is a signal of how you think and how you work.”  

What matters most, he suggested, is ownership.  

“You need to behave like you are running your own mini company within the team,” he said. “That sense of ownership is what really makes the difference.”  

What actually makes candidates stand out  

Geerts encouraged students to think more broadly about what counts as experience and differentiation.  

“What stands out is not just what you studied but what you did with your time,” he said. “Side projects, things you built yourself, things you tried, that is what gets attention.”  

Even informal experiences, he suggested, can be meaningful if they demonstrate persistence and drive.  

“It is not about the hobby itself,” he added. “It is what it says about how you operate.”  

In a crowded international job market, initiative often matters more than polish.  

Internationalisation as a lived skill  

As Wittenborg is an international business school, Geerts also reflected on internationalisation as something learned through experience rather than theory.  

“You can speak English perfectly and still not understand how people actually work together in different cultures,” he said. “That is something you only learn by doing.”  

He encouraged students to seek international exposure early in their careers, whether through study, internships or work placements abroad.  

“Once you have worked in different countries, you stop seeing international as something special,” he said. “It just becomes normal.”  

Growth, pressure and uncertainty  

Geerts also spoke about the realities of fast-scaling environments, where roles and expectations evolve constantly.  

“When a company grows fast, everything changes at the same time,” he said. “Your role changes, your team changes and sometimes the entire structure changes.”  

This instability, he suggested, is precisely why resilience matters.  

“If you cannot handle pressure, you will struggle in any fast-moving environment,” he said. “It is not just about talent. It is about how you deal with stress and uncertainty.”  

Honest decisions about priorities  

Towards the end of the session, Geerts encouraged students to reflect honestly on their personal priorities rather than chasing external expectations.  

“You need to be honest with yourself about what you want,” he said. “Career success, lifestyle, family, travel. You cannot optimise everything at the same time.”  

He stressed that clarity of direction is more valuable than comparison with others.  

“If you do not know what you are aiming for, you will always feel like you are falling behind,” he added. 

WUP 05/06/2026 
by Erene Roux 
©WUAS Press 

Tags
#SDG8: Decent Work and Economic Growth
#Internationalisation
#highered
#Diversity

Maggie Feng Receives Silver Medal of Honour from Municipality of Apeldoorn

https://www.wittenborg.eu/maggie-feng-receives-silver-medal-honour-municipality-apeldoorn.htm

Mayor Ton Heerts honours Maggie Feng in Apeldoorn farewell moment

Maggie Feng received the Silver Medal of Honour from the Municipality of Apeldoorn on 27 May during her farewell as CEO of Wittenborg University of Applied Sciences.  

The ceremony took place at Ketelhuis in Apeldoorn and brought together guests from education, business and the wider Apeldoorn network. The event was also reported by the Municipality of Apeldoorn and RTV Apeldoorn.  

Mayor Ton Heerts presented the award and later shared his appreciation on Instagram. He described the honour as recognition of Feng’s major impact on the region, saying:  

“It is a well-deserved distinction for her enormous commitment, inspiration and exceptional contribution to our society and to the Stedendriehoek region.”  

He added that people like Feng make the city and region “more beautiful, more innovative and more connected,” and said it was a privilege to honour her in this way.  

With the Silver Medal of Honour, the Municipality of Apeldoorn recognises Feng’s long-standing and wide-ranging contribution to the city. Her work has supported the development of Apeldoorn as an international student city and strengthened connections between education, business and the wider community.  

Feng has been connected to Wittenborg since 2002 and played a key role in its growth into an international university of applied sciences with a strong position in Apeldoorn. Over the years, the institution developed into an important showcase for the city with students and staff from more than 100 nationalities.  

In a recent LinkedIn post, Feng reflected on key milestones in her journey. These include the arrival of the first group of international students, the NVAO accreditation of the Bachelor of International Business Administration, and becoming co-owner with the ambition of reaching 100-plus nationalities.

She also highlighted further developments including investment in student housing, the creation of the mini city campus, and the growth of Wittenborg by 2026 to more than 100 nationalities.

During her farewell speech, Feng reflected on the journey that brought her to Apeldoorn and the people who helped shape it. “Today I was overwhelmed. Thank you all for coming,” she said. Recalling her early years, she noted that she arrived in the Netherlands at the age of 23 for what was intended to be a ten-month stay.

Addressing those gathered, Feng added, “Please know that I have learned a great deal from all of you. Thank you very much for being part of my life.” Looking to the future, she emphasised that she was not leaving the region but creating more time to contribute to Apeldoorn and the Stedendriehoek while continuing to bring an international perspective. Concluding her remarks, she said: “The Veluwe is the place to be.”

The Silver Medal of Honour  

The Silver Medal of Honour of the Municipality of Apeldoorn was established in 1988. It is awarded to individuals and organisations that have made an exceptional contribution to the community of Apeldoorn or have shown outstanding service to society.  

Watch the moment Maggie receives the medal on RTV Apeldoorn’s official YouTube channel.

WUP 01/06/2026 
by Erene Roux 
©WUAS Press

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#apeldoorn
#societalimpact

Series of Events Highlights Student Life at Wittenborg 

https://www.wittenborg.eu/series-events-highlights-student-life-wittenborg.htm

Student Life at Wittenborg Comes Alive with Workshops, Cultural Exchange and Sport  

Student life at Wittenborg University of Applied Sciences has been especially active recently with students taking part in a camera-confidence workshop, the launch of SWIFT’s global book and discussion club, a padel and squash event and the introduction of a run club. Across all these activities the focus has been on helping students connect, stay active and feel more at home.  

Building Confidence Behind the Camera  

In one of the recent workshops, MBM student Huy Vo guided Wittenborg's social media volunteers through something many people quietly struggle with – being comfortable on camera.  

Instead of simply saying “be confident” the session explored why this often feels difficult. Students examined ideas such as the “spotlight effect” where individuals feel as though they are being closely observed and mirror bias which can make seeing oneself on screen feel unnatural.  

The practical element formed the core of the session. Participants learned practical techniques, such as focusing on one imagined person rather than a crowd, limiting retakes and planning ideas visually instead of memorising scripts.  

By the end of the session, what stood out was not perfection but how quickly participants relaxed once they began practising: “The camera doesn’t care about perfection; it cares about authenticity. If you stumble on a word but keep your energy up, people actually connect with that human element,” he explained.  

A Book Club and New Ways to Connect  

Wittenborg's SWIFT team introduced its book club, bringing students together for its introduction event through storytelling, music and cultural sharing.  

Students from countries including China, Türkiye, India, Iran, South Africa and Nigeria took part, sharing songs, stories and personal perspectives. The session felt like a cultural exchange where everyone contributed, according to organiser Sarah Gaultney-Udjo, a Wittenborg student.  

She said: “We welcome themes that encourage a positive exchange of cultural ideas, demonstrate intercultural friendship and build intrapersonal and interpersonal communication.”  

Alongside the book club, students were also introduced to a new run club, offering another way to stay active, meet others and build community outside the classroom. The run was organised by Wittenborg’s Student Representatives, led largely by Arshia Baharloueiyancheshmeh in collaboration with SWIFT. He also plans to continue organising similar activities in the future.

What’s more, students also came together for a padel and squash event at Squash & Padel Apeldoorn.  

Sport, Energy and Community in Action

For the padel and squash event, around 50 participants joined in the activity. The event was organised and coordinated by Wittenborg student Shaghayegh Ghalamzan in collaboration with Wittenborg and Squash & Padel Apeldoorn.  

She described the focus of the event as creating an experience rather than just an activity, with attention given to structure, flow and participant engagement from start to finish.  

“Great sports events are not built by chance,” she said. “They are designed through experience, structure and execution. People remember how an event feels.”  

The organisation included planning participant flow, structuring beginner and intermediate courts, managing rotations, preparing equipment and ensuring a smooth schedule throughout the session. The event also included promotional and engagement elements to create an inviting atmosphere for all skill levels, with many trying padel and squash for the first time.  

Shaghayegh highlighted that while careful planning is important, such events rely heavily on teamwork. She thanked the organisers and helpers for making the day a success.  

WUP 29/05/2026 
by Erene Roux 
©WUAS Press

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

Wittenborg Expands International Partnerships at ILF & Workshop Global in Portugal

https://www.wittenborg.eu/wittenborg-expands-international-partnerships-ilf-workshop-global-portugal.htm

Kejli Kadiu Connects with New Global Partners at Education Workshop in Portugal

Wittenborg University of Applied Sciences continued its international outreach efforts through participation in ILF & Workshop Global, held in the Algarve region of Portugal from 8 to 10 May. Wittenborg was represented by Admissions Administrator Kejli Kadiu.  

The event brought together around 110 participants, including agents, educators and service providers from across the world. Designed to encourage networking and collaboration, the workshop gave participants the opportunity to build new partnerships and discuss international student recruitment.  

For Kadiu, the event was especially valuable because it opened the door to potential new collaborations with partners from Latin America, Europe, Asia and Africa. As Wittenborg is still developing its presence in Latin America, meeting agents from the region was an important opportunity for the institution.  

“What stood out the most was being the only Dutch institution at the event, which made the experience even more interesting and valuable,” Kadiu said.  

She also praised the organisation of the workshop, describing the schedule as full and engaging throughout the event. The Algarve venue and resort created a welcoming atmosphere that helped make the experience both productive and enjoyable. 

One of the most interesting aspects of the workshop for Kadiu was learning how agents from countries such as Brazil and Venezuela use social media to connect with prospective students and engage their audiences in creative ways.  

The event also included a seminar where participants discussed current challenges, possible solutions and wider developments within the international education sector. According to Kadiu, hearing different perspectives from across the industry was one of the most valuable parts of the experience.

Wittenborg looks ahead to a busy calendar of international and local events, including Open Days in Amsterdam, ICEF Asia in Vietnam, alumni gatherings and the Globalisation Forum 2026, continuing its commitment to global engagement and international education.

WUP 28/05/2026 
by Erene Roux 
©WUAS Press

Tags
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#studyinholland
#apeldoorn

Wittenborg Joins Erasmus+ XR Training in Spain 

https://www.wittenborg.eu/wittenborg-joins-erasmus-xr-training-spain.htm

XR Training and Collaboration Take Centre Stage in Erasmus+ Tourism Education Project

Wittenborg University of Applied Sciences took part in the second transnational meeting of the Erasmus+ TourXpeRience project, held at CETEM in Yecla, Spain, where 35 experts from 21 organisations across nine countries met to work on new ways of using Extended Reality in tourism education.  

Assistant Professor of Applied Sciences Vajihe Shojaei, Lecturer Emmah Muchoki and Erasmus+ Project Coordinator Jian Liu attended the two-day meeting on behalf of Wittenborg. They joined training sessions, workshops and partner discussions on how immersive technologies can be used in teaching and learning.  

The meeting focused on how Virtual Reality, Augmented Reality and Mixed Reality can be used in vocational education and training. Partners tested VR tools using devices such as Meta Quest headsets and discussed how these can support more practical and engaging learning for tourism students.  

Liu explained that the project is now moving from planning into development and testing:  

“The sessions helped us align the work across different parts of the project, especially the learning design, mobility planning and stakeholder engagement. The training also gave us a clear framework to move forward together.”  

He added that the XR learning tools are now being designed for real use in classrooms:  

“The AR, VR and MR exercises we are developing are made to be used directly in vocational education. The focus is on making them practical, easy to use and focused on student learning in real teaching environments.”  

Shojaei highlighted the value of working face to face with partners and experiencing the training first-hand:  

“It was very useful to meet partners in person and strengthen collaboration. One of the most interesting parts was trying the VR simulations ourselves and experiencing how students will learn through these tools.”  

She also pointed to the importance of the visit beyond the formal sessions:  

“The San Isidro festival and the visit to the monument dedicated to Azorín were real highlights. They created memorable moments outside the meeting room and gave a strong cultural experience of Yecla.”  

Looking ahead, Shojaei explained the next clear step for the project:  

“The next step is teacher training in the Netherlands. We will run sessions on VR technology and scenario design, and prepare teachers to use these tools in their own classrooms. We aim to train at least 15 teachers in the next phase.”  

The TourXpeRience project will now continue developing XR learning materials and preparing for testing and training activities in partner countries.  

Alongside the project work, the Wittenborg team also shared updates on the Wittenborg Globalisation Forum, which supports international dialogue and collaboration in higher education.

WUP 27/05/2026 
by Erene Roux 
©WUAS Press

Tags
#Erasmus+
#SDG17: Partnerships to achieve the Goal
#research
#ResearchCentre
#Internationalisation
#GRT1: Digital Revolution

Green4ADU Focus Group Calls For Practical Green Skills And Real Job Pathways 

https://www.wittenborg.eu/green4adu-focus-group-calls-practical-green-skills-and-real-job-pathways.htm

Participants Stress the Need for Impact, Inclusion and Stronger Links to Employment  

On 22 April, the Erasmus+ funded Green4ADU project held an online focus group bringing together educators and practitioners to reflect on how sustainability education for adults can move beyond awareness and into practical, measurable impact.  

The discussion formed part of a broader initiative now in its second year, focused on upskilling low-skilled adult learners with green competences and preparing them for a rapidly changing labour market.  

As Cha-Hsuan Liu, Associate Professor of Applied Sciences, explained, the project is now shifting from development to consolidation.  

“We already had workshops in the beginning to understand how educators are thinking about green technology and sustainability… and now we are trying to recommend better green strategies as a final output of the project.”  

She added that the aim is not only to deliver content, but to ensure that learners feel included in sustainability transitions that often remain abstract or disconnected from everyday working life.  

Building green skills for adult learners  

A key focus of the project is practical upskilling for adults who may not be in formal education or high-skilled employment.  

A major milestone has already been the launch of the online learning platform featuring six self-paced modules available in multiple languages, including English, Dutch, Italian, Spanish and Greek. The platform allows learners to study independently and receive certification upon completion.  

'People need something practical that relates to them'  

Across the focus group, participants repeatedly stressed that sustainability education must be grounded in real-life relevance.  

One participant working in community energy coaching in the Netherlands said engagement depends on clear, tangible benefits.  

“People always need something practical that relates to them. The benefit needs to be very clear.”  

He argued that adult learners are more likely to engage when sustainability is linked to everyday concerns such as energy costs, housing efficiency or employability, rather than abstract environmental concepts.  

Skills without job pathways  

A recurring concern was the gap between training and employment outcomes.  

One participant reflected on earlier programmes: “It failed because it couldn’t create sustainable jobs, and they all left.”  

Another added that without clear pathways into paid work, participation becomes unrealistic for many learners:  

“If it becomes voluntary work, most people won’t do it.”  

The discussion highlighted a structural issue across green skills initiatives: while training opportunities are expanding, links to stable employment remain uneven.  

From awareness to behaviour  

Participants also pointed to the persistent gap between environmental awareness and everyday behaviour.  

Even in structured environments, sustainability systems are often not followed consistently.  

“People see the labels and know what should go where, but they just do not care.”  

This disconnect between knowledge and action was described as one of the most difficult challenges in sustainability education.  

Making learning more interactive  

Educators emphasised the need for more interactive and applied learning approaches, particularly for adult learners.  

Methods discussed included case studies, group-based learning and “market-style” classroom formats where students actively exchange knowledge rather than passively receive it.  

Participants said such approaches create stronger engagement and deeper understanding compared with traditional lecture-based teaching.  

System design and institutional responsibility  

The discussion also moved beyond individual behaviour to system-level design.  

A simple example captured this shift in thinking:  

“If you put the lift behind the hallway, people will take the stairs,” Liu explained.  

Participants also stressed that institutional and policy backing is essential if sustainability training is to succeed at scale.  

Without visible commitment from employers, public bodies and organisations, programmes risk lacking credibility and long-term impact.  

Next phase of the project  

The project is now preparing for its next phase. In 2026, local workshops will take place across partner countries, including the Netherlands, Germany, Italy, Spain and Greece. These sessions will build on earlier findings and feed into final recommendations and training tools.

WUP 26/05/2026 
by Erene Roux 
©WUAS Press 

Tags
#SDG11: Sustainable Cities and Communities
#SDG12: Responsible Consumption and Production
#SDG13: Climate Action
#Internationalisation
#Ethics
#research
#ResearchCentre
#Erasmus+

Beyond the Product: Nikhil Chougule Challenges Students to Rethink Market Entry Strategy

https://www.wittenborg.eu/beyond-product-nikhil-chougule-challenges-students-rethink-market-entry-strategy.htm

Nikhil Chougule Shares Practical Lessons on Market Entry and Startup Growth

Wittenborg’s EBA students attended a guest lecture on 20 April at the Amsterdam study location, featuring entrepreneur and Wittenborg alumnus Nikhil Chougule, co-founder of Bluesurf Technologies.

Held at the Dali Building, the session focused on market entry strategy, market segmentation and business model development, offering students a practical perspective on how international businesses grow and compete.

Chougule, who has over a decade of experience in the industrial engineering sector, shared insights from building his company from its early stages in 2015 to expanding internationally, including the opening of a branch in Amsterdam in 2023.

Fall in Love with the Problem, Not the Product

A key message of the lecture was the importance of focusing on real customer problems rather than products themselves.

“Fall in love with the problem, not just the product,” Chougule told students, encouraging them to think beyond ideas and focus on real industrial needs.

He described entrepreneurship as a shift away from simply selling products towards solving meaningful challenges in specific markets.

Beachhead Strategy and Market Focus

Chougule introduced students to the “beachhead strategy”, explaining the importance of dominating a small, clearly defined niche before attempting to scale globally.

He emphasised that many businesses fail because they try to enter too many markets at once without establishing a strong foundation in one.

Another key concept discussed was “painkillers versus vitamins”, where he explained that successful businesses solve urgent problems rather than offering optional improvements.

“We look for industries where the cost of failure is high,” he said, pointing to sectors such as pharmaceuticals and oil and gas where precision and reliability are critical.

Active Discussion With Students

The lecture was highly interactive, with students asking detailed questions about capital management, market segmentation and international expansion.

Chougule highlighted the importance of making strategic choices early, particularly when entering complex global markets such as the Netherlands compared to larger markets like India.

“From our beginnings in 2015 to opening our Amsterdam branch in 2023, we learned that you must dominate a small niche before you try to conquer the world,” he said.

“The questions from the students on capital management and market segmentation were incredibly sharp,” he added. “It’s clear that the next generation of business leaders is ready to solve complex global challenges.”

Network Is Net Worth

Alongside strategy and market focus, Chougule stressed the importance of building professional relationships early in one’s career.

“Network is net worth,” he said, encouraging students to invest time in building meaningful industry connections before graduation.

He added that strong networks often play a decisive role in accessing opportunities, partnerships and long-term business growth.

Linking Theory to Practice

By the end of the session, students had gained insight into how strategic decisions shape business success long before a product reaches the market.

“Keep building, keep networking,” Chougule concluded.

Isaac Acheampong, Assistant Professor of Applied Sciences, said the lecture helped bridge the gap between theory and practice by showing students how market entry strategies work in real business environments.  

“Traditional coursework often focuses on models and case studies, but practitioner-led sessions expose students to the realities behind strategic decisions,” he said. “Chougule demonstrated how the Uppsala Market Entry Model and the Beachhead Strategy can work together as practical tools for business growth.”  

Acheampong added that the session encouraged students to think beyond theory and consider how startups manage risk, partnerships, compliance and resource allocation when entering new markets.  

He also noted the strong level of engagement from students, particularly around questions on startup financing and whether these strategies could also apply to service-based businesses.  

“Students were clearly thinking about the practical realities of entrepreneurship,” he said. “Their questions showed an interest not only in innovation, but in how businesses actually secure funding, build trust and scale sustainably.”

WUP 20/05/2026 
by Erene Roux 
©WUAS Press  

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

MBM Thesis Explores Why Repetitive Ads Can Harm Brands

https://www.wittenborg.eu/mbm-thesis-explores-why-repetitive-ads-can-harm-brands.htm

Sharifakhon Ibrohimova Details Consumer Reactions to Programmatic Advertising

Seeing the same online advertisement repeatedly may feel familiar at first, but according to Sharifakhon Ibrohimova, it can quickly become intrusive and even harm a brand’s reputation. Her master’s thesis, completed as part of her MBM in Digital Marketing and Communications, investigates how consumers respond to repetitive ads in the fast fashion industry.  

“As a consumer, I was increasingly frustrated by seeing the same ads follow me everywhere online – Instagram, websites, YouTube. It felt intrusive,” Ibrohimova explains. “As a marketing student, I wondered: are brands aware they’re damaging their reputation with this repetitive advertising?”  

Her research focuses on programmatic advertising, the automated system used to deliver billions of digital ads globally. Brands invest significant budgets in reaching consumers, but if ad frequency is not managed carefully, it may backfire.  

To explore this, Ibrohimova conducted a quantitative study using an online cross-sectional survey with 202 Dutch consumers aged 18 to 65 who had been exposed to ads from major fast fashion brands including Zara, H&M, Mango, and Bershka. Participants were asked to reflect on perceived ad frequency, their emotional responses such as irritation, mental fatigue, and their overall brand attitudes.  

“I used validated measurement scales adapted from established academic research, and all responses were measured on 5-point Likert scales,” she says. “I then used statistical analysis – specifically parallel mediation analysis with bootstrap methods – to test whether irritation and ad fatigue acted as pathways between perceived frequency and brand attitude.”  

Her findings revealed a clear distinction between two psychological responses to repetitive advertising. High perceived ad frequency increased both irritation and ad fatigue, but only irritation had a measurable impact on brand attitude.  

“The key discovery is that it’s not ad frequency itself that damages brands – it’s how that repetition makes consumers feel,” Ibrohimova notes. “Irritation is an emotional, reactive response – ‘This brand is annoying me!’ – which directly damages brand perceptions. Ad fatigue is mental tiredness – ‘I’m exhausted by ads’ – which makes people tune out but doesn’t make them dislike the brand.”  

The study highlights practical implications for marketers. “You can’t just count impressions and set frequency caps. You need to manage the experience of your ads. Are they intrusive? Do they respect user autonomy? Do you rotate creative? These factors determine whether repetition triggers irritation or stays within acceptable bounds,” she advises.  

Ibrohimova also reflects on her personal experience completing the thesis. “I most enjoyed the synthesis part – pulling together theory, data, and implications into a coherent story. After months of feeling like I was working on disconnected pieces, the discussion chapter was where everything clicked together. That’s where I felt like a true researcher not just executing methods, but contributing knowledge.”

Her supervisor, Assistant Professor of Applied Sciences Vajihe Shojaei, highlighted both the relevance of the topic and the quality of the research. “Sharifakhon produced an outstanding thesis on a novel and highly current challenge in digital marketing, programmatic advertising frequency,” she said. “What made her work exceptional was not only the relevance of the topic, but also the way she executed the research with maturity and independence. The framing was clear, the choices were well justified, and the overall approach showed strong academic discipline.”

Shojaei also noted the practical value of the findings. “Most importantly, she excelled at translating findings into practice. Her recommendations were concrete, insightful, and genuinely actionable, demonstrating a rare ability to connect academic results to real-world marketing decisions.”

Looking ahead, Ibrohimova is working with Shojaei to develop the thesis into a journal article for academic publication.

Professionally, she is interested in roles that combine data analytics with consumer psychology, particularly in programmatic advertising or brand strategy consulting.

“I’ve discovered I genuinely enjoy the research process,” she adds. “Whether I pursue a PhD or apply these skills in industry, this thesis has shaped how I think about problems and evidence. The research shows that understanding the consumer experience is as important as reaching them online.”  

WUP 18/05/2026 
by Erene Roux 
©WUAS Press 

Tags
#SDG4: Quality Education
#Internationalisation
#Diversity
#research

Students from More than 14 Countries Join Wittenborg for the May 2026 Intake

https://www.wittenborg.eu/students-more-14-countries-join-wittenborg-may-2026-intake.htm

Wittenborg Welcomes Over 50 New Students in AI, Data Analytics and More

As the May 2025 academic block gets underway, Wittenborg University of Applied Sciences is once again buzzing with international energy, welcoming more than 50 new students from across the world to its study locations in Apeldoorn, Amsterdam and Munich.  

The new intake reflects Wittenborg’s continued commitment to international education, with students arriving from countries including India, Iran, Nigeria, Vietnam, Ghana, Pakistan, Tunisia, Zambia, Ukraine, Russia, Saint Kitts and Nevis, the United States and more.  

This intake also highlights the growing demand for future-focused and technology-oriented programmes. Many students have enrolled in specialisations such as Applied Artificial Intelligence, Artificial Intelligence & Cyber Security, Data Analytics, Smart Industry, Digital Marketing & Communication and FinTech. Entrepreneurship continues to be another major focus area.

Alongside these newer fields, students are also pursuing studies in International Management, Hospitality Management, Health and Social Care, Logistics & Trade, Engineering, Finance, Sport Business Management and Human Resource Management.

The May intake officially began with Wittenborg’s traditional Introduction Week, which started on 4 May. Throughout the week, students participated in sessions designed to familiarise them with staff, facilities and academic systems, while also helping them settle into life in the Netherlands.

The programme included workshops on academic writing, immigration procedures, career development and English support assessments for bachelor’s and master’s students.  

During the introductory lunch in Apeldoorn, Wittenborg President Peter Birdsall welcomed the new students, saying: “You’re all on different journeys,” he said. “But in the end, you’re all aiming to get a Dutch degree, which you can be very proud of.”

Drawing from his own experience as an international student who moved from the United Kingdom to the Netherlands, Birdsall encouraged students to embrace cultural differences and make the most of their international experience. He also highlighted the importance of learning Dutch for students hoping to build careers in the Netherlands after graduation.

Birdsall noted that students are beginning their studies at a unique moment in history, with artificial intelligence increasingly shaping both education and the workplace.

“You are coming into a completely Gen-AI dominated world in a way students have never experienced before,” he said. “I’m hoping you’ll learn how to use it ethically and productively.”

He also encouraged students to enjoy the Dutch summer and fully immerse themselves in student life. 

Wittenborg student Shadmaan Kottamasoola, who arrived just a week ago, is already enjoying student life and the Dutch lifestyle. Currently living in Wittenborg’s student accommodation in Apeldoorn, he described the school as “a very calm and cool place” and said he especially likes the campus and its location.

“The weather is very pleasant here, and people like cycling a lot,” he said. “People are very fit here, even 64-year-old people are cycling, which is really good to see.”

Sahar Sahebzadeh from Iran also loves the natural surroundings of the Netherlands. Having been in the country for two weeks, she says one of her favourite things so far is simply exploring the area.  

“There is beautiful scenery here,” she shared. “I would love to purchase a bicycle soon and explore the forests as well.”  

Apeldoorn is known for its green surroundings and cycling culture, with nearby nature areas such as Berg & Bos and the Veluwe offering popular walking and cycling routes.

James Greer, originally from the United States, has joined Wittenborg’s EBA (Entrepreneurial Business Administration) programme in Entrepreneurship & Small Business at the Amsterdam study location.

Encouraged by his wife and close family friends living in the Netherlands, James began researching international business schools before discovering Wittenborg.

“Wittenborg stood out because of its international focus,” he said.

Now based in Amsterdam, James hopes Wittenborg can help him to combine his previous hospitality experience, entrepreneurial ambitions, and international outlook to eventually open his own restaurant in the Netherlands. 

WUP 15/05/2026 
by Erene Roux 
©WUAS Press 

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

MBM Thesis Explores How Age and Income Shape Player Engagement in Early Access Games

https://www.wittenborg.eu/mbm-thesis-explores-how-age-and-income-shape-player-engagement-early-access-games.htm

Joshua Redmond Analyses How Demographic Factors Influence the Co-creation Model in Gaming

As video games continue to grow into one of the world’s most dynamic industries, new development models are transforming how players and creators interact. One of these, known as Early Access, allows developers to release unfinished games to the public, inviting players to test, critique and help shape the final product. But who engages most with this model, and why? 

That question guided Joshua Logan Redmond, a Wittenborg MBM graduate in Entrepreneurship & Innovation. His master’s thesis, “Age and Income Effects on Engagement for Early Access Games,” investigates how demographic factors influence the way players participate in this evolving form of game development. 

“I’ve always wanted to work in the video game industry, especially in the startup and small business space. This topic seemed like a great opportunity to expand the industry’s general knowledge in a way that would benefit those businesses the most,” the graduate explained. 

Using a quantitative approach, Joshua surveyed 449 respondents who had purchased Early Access games on Valve’s Steam platform, complemented by data from industry sources. His research analysed how age and income relate to engagement levels, defined primarily by how long and how deeply players interact with Early Access titles. The study also examined five mediating factors: player motivation, game design and experience, developer engagement, development lifecycle and social environment. 

The findings showed that age was the most significant predictor of engagement, while income played a far lesser role. “Younger players made up the majority of Early Access users,” Joshua found, “but those aged 35 to 44 actually played the most.” Players with higher incomes also tended to spend slightly more time in-game, but the difference was not statistically significant. 

Engagement, Joshua noted, was strongly tied to motivation fulfilment and active developer communication. Frequent updates from developers kept players invested, while long development cycles without meaningful progress tended to reduce enthusiasm. “It really highlighted how important communication is. When developers keep their community informed and involved, it sustains engagement, even when the game is still evolving,” he said. 

Beyond contributing to academic literature, the study offers practical guidance for smaller studios. Joshua’s analysis suggests that indie developers should focus on understanding what drives their audience and maintaining consistent communication to keep that audience engaged throughout the development process. 

Reflecting on his experience at Wittenborg, Joshua said he valued the chance to apply a business framework to an industry he’s passionate about. “I really enjoyed getting to dig deep into an industry I’ve been a customer of for years. Looking at something familiar with the critical eye I developed at Wittenborg was an excellent experience.” 

Joshua now hopes to launch his own business in the gaming sector, applying the insights gained from his research. To current Wittenborg students, he offers practical advice: “Consistency is key. Even doing a little bit each day prevents you from rushing. Listen to feedback, let it improve your work; but don’t be afraid to stand by your ideas when you believe in them.”

WUP 13/05/2026 
by Ulisses Sawczuk 
©WUAS Press 

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