'Don’t underestimate yourself': Sebastian Urrego Inspires EBA Students in Guest Lecture

Urrego Shares Insights into Strategic Marketing, Design Thinking and Entrepreneurship

Students from the Entrepreneurial Business Administration (EBA) programme at Wittenborg University of Applied Sciences' Amsterdam study location enjoyed an engaging guest lecture on 10 April, given by international marketing and entrepreneurship expert Sebastian Urrego.

The talk, titled Design Thinking and Service Innovation Design as Strategic Marketing, offered students practical insights into how innovation, creativity and customer-centred thinking come together in real-world business strategy.

Urrego introduced key concepts such as design thinking, service innovation and the lean startup method – highlighting how these tools help businesses remain adaptable and customer-focused.

“Design thinking is not just about being creative, it’s a structured approach to solving problems with the customer at the centre,” he explained during the lecture.

He walked students through how companies can map the customer journey, test assumptions quickly and learn through experimentation – especially when resources are limited.

In a follow-up interview, Urrego, originally from Colombia, shared more about his own career path and offered personal advice to aspiring entrepreneurs.

“I originally studied law and international relations,” he said. “But then I started to articulate law with leadership in marketing.”

His work since then has spanned green energy, mobility and real estate across Europe, Asia, Latin America and Africa, offering him a unique, global perspective on how businesses grow and adapt.

A key theme from both the lecture and interview was the importance of mindset over resources.

“I think the main mistake that a student can make is to underestimate themselves because of the resources,” he said. “Just work with whatever you have. Use an innovation cycle to map out what you can. Work backwards – what do you see as the final outcome?”

Urrego encouraged students to adopt a lean, iterative approach to launching ideas, recommending short timelines, consistent feedback and a clear focus on the customer.

“Implement it in a two month, three month timeline of experimentation,” he said. “Be very cautious in observing and getting good feedback from your customers because they are the reason why you exist. They are your market.”

“Even if you don’t have the technology, you are still able to innovate. Don’t put any hurdles – just experiment as much as you can in a quick manner. Keep it fun. Keep it exciting. And just make it super customer obsessed.”

He also spoke about staying alert to changes in the market while resisting the urge to chase every trend.

“Look at the trends – at what's happening that represents a threat to your business, but also at the opportunities. Be critical as much as you can. Don’t jump on the hype of the technologies that we have necessarily. They are very good, but you should always bear in mind that you are the controller of it. Don’t let it control you.”

In closing, Urrego reminded students that true innovation isn’t about flashy ideas or big budgets, it’s about being strategic, adaptable and forward thinking.

“It changes so quickly nowadays that what was relevant one year ago is not as much anymore. So, you should ask yourself, is this innovative enough? And is it sustainable in the medium term?”

WUP 08/05/2025 
by Erene Roux
©WUAS Press

Strategic Communication in Amsterdam: Insights from Maarten den Dulk

Maarten den Dulk discusses city messaging at Wittenborg’s Global People Lunch and Talk

On 10 April, Maarten den Dulk, Corporate Communication Specialist for the City of Amsterdam, delivered a thought-provoking talk at Wittenborg's Amsterdam study location as part of the Global People Lunch and Talk series. With 35 years of experience in the city’s communications department, den Dulk provided a candid look into the role of strategic communication within a major urban government, particularly in the face of social polarisation and environmental urgency.

Den Dulk began by describing his passion for working with the City of Amsterdam and its people: “I like working for the city. I like working for its people, its companies… I like to contribute to various industries for business and the understanding between society and the government.”

A key theme of the session was the challenge of polarisation in public discourse and the role communication professionals play in navigating it. “How can you deal with polarisation in society? How can you start communication in another way?” he asked, referencing loud opposing voices on issues such as wind energy. He contrasted these vocal groups with what he described as the “silent majority” — people who are open to dialogue but often unheard in media narratives. For den Dulk, the task is to “look for common ground” and ensure the government is listening: “We have to listen to each other. And the government really has to listen.”

A major portion of the presentation focused on sustainability communication, an area den Dulk is currently leading within the city. He introduced a new campaign focused on climate resilience and the visual storytelling used to communicate flood risk and urban planning choices. Using side-by-side images of future cityscapes, he engaged students in a discussion about how visuals convey different visions of Amsterdam’s environmental future — one emphasising efficiency, the other a greener, more liveable city.

The campaign aims to link all of the city’s sustainability messages under one coherent narrative. Den Dulk described it as a story of urgency and transition, combining behavioural science and communications strategy: “We tell people: you’re going to do something, but you get something back. You lose fossil fuel — you gain a new energy deck. That’s what we try to do.”

Reflecting on the session, Dadi Chen, Deputy Head of the School of Business at Wittenborg, commented:

“It was truly enlightening to learn about the practical application of communication strategies in such a dynamic urban environment.”

WUP 07/05/2025 
by Erene Roux 
©WUAS Press

May the Fun Begin: Explore What’s Happening this Month in Apeldoorn

City Offers Plenty of Events Featuring Sustainability, Art and Music

As we enter the beautiful month of May, Apeldoorn is brimming with attractions for every taste. Whether you're looking for things to do on your own or with friends, there’s something for everyone. Take a look at the guide we’ve prepared:

Celebrate freedom 

To celebrate the 80th anniversary of the Netherlands’ liberation at the end of World War II, Apeldoorn will host the Liberation Festival on Monday, 5 May. Organised by the Municipality, the event will take place at the Market Square (Marktplein) from 12:00 to 00:00, featuring a wide range of musical attractions and a food court offering everything from vegan dishes to hamburgers. Check the programme here.  

Zero Waste Week  

How about living more sustainably while promoting environmentally friendly practices? That’s the goal of Zero Waste Week, taking place in Apeldoorn from 17 to 23 May. The programme includes a variety of activities, such as a clothing swap market and workshops on repair & upcycling and textile dyeing. More information can be found here.  

A toast to spring

Beer lovers have another chance to attend the Spring Beer Festival ('Lentebierfestival'), taking place at Buitenpost in Twello on 17 and 18 May. During the event, local, national and international brewers will be serving over 50 types of craft beer. There will also be plenty of food stalls and music to enjoy. Tickets cost € 7 and can be purchased on the festival’s website.

Maaiveld Festival

Apeldoorn will come alive with music, dance, visual arts and theatre performances during the Maaiveld Festival, taking place from 28 to 29 May. Attractions will be spread across various locations in the city centre, featuring both national and local artists — with free admission. See the full programme at: www.maaiveldfestival.nl.

Creativity around every corner

If you want to experience art in a new way – by engaging with artists and creators – the Open Atelier Route is right up your alley. On 17 and 18 May, from 11:00 to 17:00, 40 professional artists from Apeldoorn will open their studios to the public. A map of the route will be available on the Ateliers Apeldoorn website.

For a sneak peek, visit the Art Tasting event at Galerie Ateliers Apeldoorn (Mercatorplein 12B) from 2 to 18 May. There, you can admire one work by each artist and gather inspiration for your route.

Opening at CODA on 25 May, the ‘Paper Art’ exhibition showcases works by 33 artists from the Netherlands and abroad, highlighting current developments in the field. Techniques range from traditional origami to AI-inspired art. For tickets and more information, visit CODA’s website.

Another space worth visiting is the Apeldoorn Centre for Contemporary Culture (‘Apeldoorns Centrum voor Eigentijdse Cultuur’), more widely known as ACEC. Located at Roggestraat 44, it hosts exhibitions by contemporary artists working in diverse styles and media. Admission is always free.  

Sounds and stages

Apeldoorn’s music scene is thriving, with plenty of concerts lined up this month. On 11 May, SAMIRA will take the stage at GIGANT with her raw, sunny, and soulful blend of garage, rock 'n' roll and psychedelic surf. Entry is free.

If you're in the mood to dance all night, GIGANT also hosts ‘San Frandisco’ on 9 May – a night of classics from Diana Ross, ABBA and more – and ‘Toxic Trait’ on 16 May, featuring Dancehall, Hip Hop, R&B and Afro beats. Visit the venue’s website for tickets and more information.

Blending influences from Brazil’s traditional music with the expressiveness of jazz and other rhythms, Brazilian saxophonist Lucas Figueiredo Santana and his Grand Orquestra bring their show ‘Candomblé’ to Theatre Orpheus on 22 May. Click here for tickets and more information.

Every second Thursday of the month, an Open Blues Jam takes place at Bluescafé Apeldoorn (Nieuwstraat 74A). Everyone is welcome to bring their instruments and join in or simply come along for the fun. The session starts at 20:30, and participation is free.

WUP 01/05/2025 
by Ulisses Sawczuk 
©WUAS Press

Michael Linthicum’s Study Reveals Need for Policies Aimed at Cost Reduction

With sustainability and technological innovation reshaping the automotive industry, Michael Linthicum’s master’s thesis explores the key factors influencing the adoption of electric vehicles (EVs) in the German and US markets. Originally from California, Michael recently completed his Master of Business Administration (MBA) in International Management at Wittenborg’s Munich study location, the New European College. 

According to him, EV adoption is a timely and significant topic, given the rapid advancements in technology and the urgent need to address environmental concerns. “One of the most pressing issues today is climate change, driven in large part by greenhouse gas emissions from traditional internal combustion engine vehicles. EVs, with their potential to significantly reduce these emissions, are pivotal in mitigating climate change and promoting environmental sustainability.” 

The graduate adds that the development and adoption of EVs are at the forefront of technological innovation in the automotive industry. Moreover, he highlights that the transition to EVs has significant economic and political implications, including job creation in new industries, changes in the labour market, impacts on oil-dependent economies and the implementation of new policies and regulations. “My deep interest in sustainable transportation solutions and my passion for environmental preservation motivated me to explore this topic. I believe that adopting EVs is a critical step towards a greener future.” 

To gather the data used in his study, Michael administered a survey to potential and current EV buyers in Germany and the US. In total, 151 participants completed the questionnaire. Among other topics, the survey included questions on the respondents’ general perception and familiarity with EVs, previous experiences with these technologies and influence of environmental impacts, as well as the factors that encourage or prevent the adoption of EVs.  

His research and analysis identified several key factors regarding the decision to adopt an EV. “They include cost, environmental impact, vehicle characteristics and vehicle safety, all of which play a significant role in the decision-making process,” Michael emphasises.  

Moreover, the study points out relevant differences between the understanding and views of EVs in the US and Germany. “US respondents were more familiar with EVs than Germans. Plus, Americans were more worried about EV performance, while Germans cared more about how the vehicle is disposed of. Germans were also more resistant to change, more loyal to specific car brands and far more concerned about price than US buyers.” 

Michael argues that, to encourage EV adoption, policymakers should lower the overall cost for consumers by addressing retail prices and government incentives. 

Now that he has completed his master’s degree, Michael plans to continue learning and working for a more sustainable world. In his view, students who are currently working on their theses should choose a relevant and interesting topic that aligns with their passion, plan and organise their work into manageable tasks and seek feedback from peers and mentors revising along the way. “It is also important to stay ethical, practice self-care and maintain a healthy work-life balance. It's a long journey, so pace yourself and be happy.”

WUP 30/04/2025
by Ulisses Sawczuk
©WUAS Press

Mojisola Kolawole’s Study Underlines Importance of Mediation, Negotiation and Compromise

The Nigerian food and beverage sector plays a pivotal role in the country's economy, creating jobs and driving food security. However, conflicts between companies and employees, such as strikes, have sometimes disrupted the smooth operation of organisations. 

To better understand how to address these issues, Wittenborg graduate Mojisola Kolawole wrote her master’s thesis on ethical conflict resolution strategies within the Nigerian context. 

Mojisola, who recently completed an MBA degree in International Management, says that exploring ethical conflict resolution strategies within the industry is essential for enhancing business practices and improving corporate governance. “Strikes are sometimes the response of workers or trade unions to unchanging situations where a breach of Collective Bargaining Agreement (CBA) exists. On the other hand, lockout is usually initiated by employers as employees are not allowed to work in the face of continued disagreement over terms of engagement,” she highlights.  

Having opted for a qualitative approach, the graduate designed an open-ended questionnaire and conducted ten interviews with senior management professionals in Human Resources across five different companies in the food and beverage industry in Lagos. The questions addressed topics such as conflict situations, breaches of Collective Bargaining Agreements, how management ensures that conflicts are effectively handled, measures taken to resolve issues that lead to conflicts and how conflict experiences contribute to organisational learning and performance.

“The study finds that breaches of Collective Bargaining Agreements (CBA) are not uncommon in Nigeria’s food and beverage industry. However, practices such as mediation, negotiation, compromise, accommodation and conflict management strategies are commonly adopted by companies that successfully prevent breaches of CBAs. These practices are highly advantageous for businesses, as they help maintain smooth operations and foster a positive organisational atmosphere,” Mojisola underlines.  

She comments that her favourite aspect of conducting research was interacting with people and understanding their perspectives, and advises Wittenborg students working on their theses to use broad samples and gain a deep understanding of their assignments. 

Now that Mojisola has graduated, she plans to focus on her personal and professional growth. “I aim to pursue further education in my field, travel to new places and build meaningful relationships. Additionally, I want to explore new hobbies and contribute positively to my community.”

WUP 29/04/2025
by Ulisses Sawczuk
©WUAS Press

Vice-Chancellor of Ho Technical University Brings Expertise in Transnational Education

Having recently joined Wittenborg’s International Academic Advisory Panel (IAAP), Professor Ben Honyenuga is an experienced academic leader and researcher who brings with him a strong commitment to supporting the school’s global mission. “I joined the IAAP to work with other academic colleagues to enhance and sustain the growing international reputation of Wittenborg University of Applied Sciences,” he says. 

Originally from Ghana, Honyenuga currently serves as Vice-Chancellor of Ho Technical University and has held several senior leadership roles in the Ghanaian higher education sector. His academic career spans over two decades, with experience in teaching, research and institutional development. A published author and recipient of multiple awards for his work, Honyenuga holds a PhD from the Open University of the Netherlands and multiple degrees from other institutions. 

Among his many contributions, he was part of a team that developed the Strategic Plan 2024–2028 for the Association for the Development of Education in Africa (ADEA) and has participated in key international conferences on youth entrepreneurship and innovation. 

When reflecting on what sets Wittenborg apart, Honyenuga points to the school’s diversity. “Wittenborg stands out as the most diverse and inclusive international higher education institution in the Netherlands, and among the best hosts of international students worldwide.” 

He sees the institution moving towards becoming one of the finest business higher education providers globally and values the opportunity to engage with professors from around the world. “Networking with academics of varied nationalities and backgrounds has been one of the most valuable aspects of working in international education.” 

Outside academia, Professor Honyenuga enjoys playing tennis and listening to country music.

WUP 28/04/2025
by Ulisses Sawczuk
©WUAS Press

Breaking New Ground: Wittenborg’s 2024 Year Report Showcases Institutional Progress

School Invests in Quality Education, Staff Well-being and Solid Partnerships

Wittenborg’s recently published 2024 Year Report shows that, in line with the institution’s goals, significant advancements have been made in infrastructure, educational offerings, institutional partnerships and accreditation. 

According to Wittenborg President Peter Birdsall, 2024 proved to be a successful year, both financially and in terms of student growth, upholding the growth patterns outlined in Wittenborg’s strategic plan. Birdsall highlighted that during this year, the school consolidated its student housing while continuing to develop plans for a new campus in Apeldoorn, and other initiatives in the strategic plan progressed successfully.  

“Looking ahead to 2025, we can see the importance of strong strategic partnerships, plans to develop further transnational education and further embedding specialisations and pathways that lead to employability into our degree programmes. As artificial intelligence becomes, on one hand, the norm and, on the other hand, a disruptor, we are convinced that we are developing the policies and strategies, along with the tools and knowledge, to excel in a future world of new technologies,” he said.  

For Rector Ron Tuninga, a key strength of Wittenborg is its collaboration with the business community and local government. He underlines that these partnerships enhance the school’s practice-based education model, ensuring its students attain the skills and knowledge needed to excel in today’s dynamic business landscape.  

“By working closely with industry leaders, we continue to bridge the gap between academic theory and professional practice, preparing our graduates for impactful careers. This year's major milestone has been our progress toward AACSB accreditation, one of the most prestigious global accreditations recognising business education and research excellence. We are pleased that Wittenborg is ready for the AACSB Peer Review Team visit. External recognition of Wittenborg’s education quality validates our continuous improvement and academic excellence,” Tuninga commented.   

Student-centred approach 

The year saw the launch of the Expat Centre Central Netherlands, a partnership between Wittenborg and VNO-NCW Midden. The initiative aims to boost the retention of highly skilled migrants in the Stedendriehoek region, where employers face a growing need for qualified professionals. To support this goal, the centre helps international students, graduates and workers adapt to their new living and working environments. 

To enhance student comfort and quality of life, Wittenborg has been renovating its housing facilities. Five upgraded apartments in South Apeldoorn have been completed, featuring new kitchens and bathrooms. Renovation work is also underway at the dormitory on Ruyterstraat 3. 

Additionally, the school conducted its first Internal Student Satisfaction Survey, designed to assess strengths and identify areas for improvement. The initiative reinforces Wittenborg’s commitment to student-centred education and continuous development based on the needs and experiences of its diverse student body. Another important step was the introduction of new bachelor’s and master’s degree specialisations in various fields to align with market trends and boost students’ career prospects.  

In 2024, six Global People Lunch & Talk sessions were hosted, where students engaged with industry professionals, gaining valuable insights into diverse career paths. Moreover, Wittenborg welcomed guest lecturers from different industries, who shared their success stories and professional journeys, offering inspiration and practical advice. Students also had the opportunity to visit various companies, experiencing real-life corporate environments firsthand, and attended various career fairs. To further support career readiness, the Work Placement Preparation Module is delivered twice a year, ensuring students are well-equipped for internships and future employment.  

As part of its ongoing internationalisation efforts, Wittenborg has seen a significant increase in both the number of scholarships awarded and the diversity of their recipients. In 2024, 98 students received scholarships, up from 61 in 2023. The number of represented nationalities also grew substantially, rising from 17 to 28.   

Solidifying partnerships 

In October, Wittenborg appointed its former Vice President of Academic Affairs, Ron Tuninga, as the institution’s new Rector. Professor Tuninga, an experienced academic in the field of international business and marketing, has been playing an important role in leading the school’s management team through the final phase of its AACSB accreditation process. Additionally, he has overseen various academic initiatives and represented the institution in discussions with other organisations.  

The school made remarkable progress toward its goal of obtaining AACSB accreditation, reflecting a strong commitment to academic quality and institutional development. The year marked a crucial phase in a multi-year journey, with focused efforts to strengthen internal systems, improve programme alignment and enhance overall educational standards. As preparations lead up to the AACSB Peer Review Team visit, Wittenborg enters the final stages of the accreditation process.  

Wittenborg’s inaugural Globalisation Conference, held in August, brought together academics and researchers to discuss critical aspects of globalisation, reinforcing the institution’s role as a centre of intellectual production. The event was organised by Wittenborg’s Research Centre, which also coordinated six research projects involving institutions from 11 countries in 2024.  

To broaden its research horizons, the school joined OpenResearch.Amsterdam, a renowned knowledge platform dedicated to sharing and promoting research connected to the city of Amsterdam. This partnership provides Wittenborg access to a robust network of resources, including valuable data, research works and opportunities for collaboration. Wittenborg also began a collaboration with the Cambridge Education Group to offer the first 60 credits of its Bachelor of Business Administration programme at the OnCampus location in Amsterdam.   

Staff and faculty qualification and well-being  

In November, Wittenborg launched its Postgraduate Certificate (PGCert) in Teaching and Learning in Higher Education, aimed at helping educators refine their teaching practices and adapt to the evolving demands of higher education.  

To support faculty development, Wittenborg provides opportunities for further study, including PhD preparation, doctoral completion and specialised teaching qualifications in higher education. These initiatives ensure that faculty remain at the forefront of academic and professional advancements, continuously enriching their expertise and the quality of education delivered. 

Wittenborg continues to focus on supporting international staff by facilitating their integration into Dutch society and the labour market. Initiatives included invitations to networking events like Beursvloer Apeldoorn and the Apeldoorn Business Awards. In its commitment to long-term employment relationships, Wittenborg continued to offer flexible working arrangements and remote work options, as well as occasional support with housing.   

Wittenborg in numbers 

In 2024, Wittenborg counted 1,566 students representing over 100 nationalities. Approximately 51% of the institution’s graduates find employment in the Netherlands, while 25% start a career in other countries. 

The school's staff is also diverse, with its 243 employees coming from 57 different countries.  

Wittenborg’s 80 intellectual contributions in 2024 included 33 published journal articles, 15 faculty members invited to speak at academic events, 10 research papers presented at conferences, 11 participations in academic or professional meetings, eight book chapters, two books and one published case study.

WUP 25/04/2025 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg Earns 5 Stars in Employability and Good Governance in QS Stars Rating

Recognition Highlights School’s Strengths Across Broad Spectrum of Criteria  

Wittenborg has been awarded the maximum 5-Star rating in two strategic areas of the QS Stars Rating: Employability and Good Governance. The system, maintained by Quacquarelli Symonds, evaluates higher education institutions worldwide using a detailed framework that goes beyond traditional rankings. Rather than positioning universities against each other, it assesses their strengths across a wide array of criteria such as teaching, employability, facilities, global engagement and governance. The school began the evaluation process in 2024 as part of its broader strategy to enhance quality assurance and international recognition.  

Wittenborg’s overall 4-Star rating in QS Stars marks a significant milestone in the institution’s growth and development. The school achieved strong results across the board, including 4 Stars in categories such as Teaching, Facilities, Programme Strength and Diversity, Equity & Inclusion.  

For Kriszta Kaspers-Rostás, Head of Education Development and Quality Management, the result reflects the dedication and commitment of Wittenborg’s academic and administrative staff.  

“A 4-Star overall rating indicates that we are performing very well across a broad spectrum of criteria. On top of that, the 5-Star scores on Employability and Good Governance are a clear validation of the hard work across departments and reflect our core strengths,” she said.  

According to Kaspers-Rostás, the rating offers a valuable benchmark for future development. “There’s room for improvement, but these results provide clear direction and encouragement for our ongoing work.”  

She added that the QS evaluation highlights Wittenborg’s agility and competitive standing, particularly as a private, international institution. “For comparison, institutions with 5 Stars overall tend to be large, research-intensive and often state-funded universities with significantly more resources and longer histories. For a private, international and agile business school like Wittenborg, 4 Stars shows that we are punching well above our weight.” 

Wittenborg president Peter Birdsall echoed this sentiment, calling the recognition a significant milestone in the school’s ongoing journey of growth and quality assurance. “A high ranking like this not only boosts our global visibility but also enhances the confidence of prospective students, partners and stakeholders in the value and integrity of a Wittenborg degree,” he said. 

Birdsall emphasised the importance of the institution’s top performance in Employability and Good Governance. “These two areas speak directly to the heart of our mission. For employability, it validates the success of our student-centred approach, our focus on practical, industry-aligned education and the strength of our alumni outcomes. Meanwhile, the 5-star rating in good governance reflects the transparency, ethical leadership and institutional maturity we’ve worked hard to build – it’s a strong endorsement of the way we operate as an independent, professional higher education institution.” 

WUP 24/04/2025 
by Ulisses Sawczuk 
©WUAS Press