Project Week in Focus: Wittenborg Students Explore Sales Skills, Sustainability and Gender Equality
Project Week in Focus: Wittenborg Students Explore Sales Skills, Sustainability and Gender Equality
Project Week in Focus: Wittenborg Students Explore Sales Skills, Sustainability and Gender Equality
Applied Learning in Action: Sales, Sustainability and Gender Equality
Wittenborg University of Applied Sciences’ December 2025 Project Week brought together students across Amsterdam and Apeldoorn for a period of applied learning, reflection and collaboration. Across different programmes, students worked on real-life challenges related to sales and communication, sustainability and smart cities and gender equality.
Developing Sales Skills with Insights Explore
MBA and MBM students took part in a Project Week led by Tim Birdsall, trainer, facilitator and consultant in leadership, communication, negotiation and sales and former Sales Director at Wittenborg. Students were asked to create and present a sales pitch for the tool Insights Explore, applying sales theory in a practical setting.
As part of the project, students completed the Insights Explore assessment themselves and developed recommendations on how the tool could be used in project work and group assignments. The final pitches were presented in a simulated professional sales environment.
Mozhdeh Rafati, MBA student, highlighted the practical learning experience:
“We learned how to sell effectively, becoming more business-like in our approach and applying business skills. Honestly, the way Tim taught us proved to be more valuable and helpful than the actual test; his words and beliefs behind the test had a greater impact than we initially realised.”
Shahrzad Abbasi, MBM student, emphasised teamwork and confidence-building:
“My overall highlight of the project week was collaborating closely with my team and seeing how our ideas came together into a clear and structured sales pitch. It was motivating to move from initial uncertainty to a final result we were confident presenting.”
She also reflected on the value of the sales exercise:
“The most valuable skill I gained was learning how to structure a message clearly for an audience and focus on value rather than details.”
Sustainability and Smart Cities at the Johan Cruijff ArenA
MBA students also participated in a sustainability-focused Project Week organised by Senior Lecturer Amy Abdou, which included a study visit to the Johan Cruijff ArenA in Amsterdam. During the visit, students explored how the stadium uses new technologies related to sustainability, smart energy systems and data-driven operations.
Students examined innovations such as renewable energy generation, smart energy management and the ArenA’s energy storage system using second-life electric vehicle batteries, which helps reduce pressure on the city’s energy grid during peak demand.
Nasrin Bolouki, MBA student, described the experience from both an urbanism and business perspective:
“The stadium stands out not just as a sports venue, but as a multifunctional piece of urban infrastructure.”
She added:
“From an MBA viewpoint, the ArenA demonstrates how innovation, partnerships and data-driven management can enhance economic viability while aligning with social and environmental goals.”
For their final presentations, student teams shared their research approach, findings and key learnings. Bolouki’s group focused on thermal resilience and energy storage, exploring how Phase Change Materials (PCM) could help reduce peak thermal demand and support the ArenA’s long-term sustainability goals.
Gender Equality Across Programmes
Alongside these project weeks, EBA students conducted interviews focused on gender equality, exploring how inclusion and equality are addressed in professional settings. Bachelor’s students explored gender equality in areas such as leadership, pay equity, entrepreneurship, marketing and technology, using data and case studies to develop practical recommendations.
In this case, students also worked in groups to create research-based poster presentations linked to gender equality. These posters were presented and reviewed during the Project Challenge, covering a range of topics related to gender equality in business and society.
WUP 14/01/2025
by Erene Roux
©WUAS Press
595 words