International students develop strong branding plans for Jack’s Secret
What does meaningful education look like at a time when AI is taking over more and more knowledge-based work? During the Blended Intensive Programme (BIP) in Haarlem, Business Studies students from Inholland University of Applied Sciences showed that the answer lies in collaboration, creative thinking and learning by doing.
For five days, students from the Netherlands, Poland, Ukraine, Belarus and Kazakhstan worked in international teams on a real branding challenge for hybrid food brand Jack’s Secret. Supported by lecturers, coaches and industry professionals, they developed strategic growth plans for the company.
Practice, entrepreneurship and fresh perspectives
The programme brought together practical learning, entrepreneurship and intercultural collaboration. Alongside the project, students explored Haarlem during a city tour, visited a museum and went behind the scenes at Endeavour.
This combination of learning, discovery and teamwork led to new insights and valuable exchanges between students from different backgrounds and perspectives.
Results that exceeded expectations
During the final presentations, the teams shared their branding plans with the client and programme supervisors. The plans were professionally developed, creatively designed and impressively strong. The quality of the presentations exceeded the expectations of both the client and the supervisors.
One student captured the impact of the week perfectly: ‘In one week, I learned more about branding and teamwork than I had in months of theory.’
Human skills remain essential
As AI becomes increasingly capable of gathering, analysing and presenting information, the human side of learning becomes even more important. Skills such as critical thinking, creativity, entrepreneurship, collaboration and solving complex challenges are not developed through books or screens alone. You develop them by gaining real-world experience and working with others.
About the BIPs
Erasmus+ Blended Intensive Programmes (BIPs) are short, innovative educational programmes funded by Erasmus+. They combine physical and online mobility and focus on international collaboration and educational innovation. The programmes address current societal challenges and contribute to achieving our strategic ambitions.
The BIP programme demonstrates the power of short, intensive and practice-based education. Students work on real challenges, learn from one another and experience first-hand how theory and practice come together.