Marketing Management - Leeuwarden

Two of the Marketing Management students from NHL had the opportunity to participate in the RUN-EU BIP “Navigating Cultural Diversity: Communication on Cultural Awareness in the EU 2050” at IPCA in Portugal 🇵🇹🇪🇺

What started as an academic programme quickly turned into an experience that showed us how communication, culture and human connection all come together far beyond the classroom.

Throughout the week, we explored topics directly connected to marketing and communication in an international environment: intercultural communication, misinformation and hate speech on social media, visual communication, cultural awareness, media literacy and the impact of globalisation on society and brands.

Together with students from across Europe and their teachers, we worked on projects, debates and workshops while also experiencing Portuguese culture through volunteering with the SOPRO association, visiting traditional markets, painting tiles, shared dinners and exploring Barcelos together.

One moment we were discussing how communication shapes the future of Europe, the next we were watching the sunset on the Atlantic coast, exchanging stories with people from different cultures or laughing over late-night conversations after long days at IPCA.

This BIP reminded us that marketing is not only about campaigns or brands; it is also about understanding people, cultures, perspectives and the way communication can create connection, inclusion and real impact.

A huge thank you to RUN-EU, IPCA and everyone involved for creating such an unforgettable experience!

Today at Marketing Management we had a guest lecture by Ana Lisboa from the Polytechnic University of Leiria. Through real-life business situations, case studies, and practical examples, she guided us through the world of International Marketing.

We explored global marketing trends such as digital transformation, localisation, sustainability, influencer impact, and data-driven decision-making, while also discussing the balance between standardisation and adaptation in international markets. One key takeaway: culture shapes consumer behaviour more than we often realise — even colours can have completely different meanings around the world.

A very insightful lecture that showed how global brands must constantly adapt to an ever-changing international environment.

One of the most meaningful assignments I’ve had at NHL Stenden University of Applied Sciences so far.

For our Global Citizenship course, we had to engage with “otherness” by stepping outside our own environment and perspectives.

Visiting a Buddhist community taught me a lot about openness, empathy, mindfulness, and how much genuine human connection matters across cultures.

Sometimes growth starts with curiosity and the willingness to experience something unfamiliar. ✨