A collaboration between Humber Polytechnic students in the Media Communications program and their peers from the Business Academy Aarhus (BAA) in Denmark came together in-person in Canada.
The Danish Marketing Management students along with the Humber students were participating in a Collaborative Online International Learning (COIL) opportunity. COIL is a virtual exchange where students from Humber and another post-secondary institution abroad meet at touchpoints to learn and work together, building their skills in digital fluency, intercultural communications and collaboration.
That online learning entered the real world when the students from both countries met at North and Lakeshore campuses to work with on a project. The students, working in groups, took on the role of a professional marketing agency tasked with developing a comprehensive media campaign for a Danish company's plant-based cheese.
The goal was to create a media marketing campaign that leveraged various marketing channels to effectively reach the target audience and achieve the desired marketing objectives for a global market.
Humber Media Communications student Thi Phuong Thao Le was intrigued with the idea of taking what's been learned in class and applying it to a simulated real-world scenario and that's one of the reasons she signed up. Le's team leaned into the Danish tradition of leaping into the new year and centred their campaign around holiday celebrations.
BAA student Niels Golbækdal felt that coming to Humber was an excellent way to learn more about the Canadian approach to marketing. His team went with a campaign focusing on nature and the countryside, highlighting the environmentally conscious aspect of the product.
"This has been a great opportunity and I'm looking forward to taking what I've learned here back home as it has given me a different perspective on marketing," said Golbækdal. "It was great that we were able to come here and meet in person as it makes for a better experience."
The students also presented their campaigns where they explained the process, creative direction and strategy.
In addition to the work, the Danish students also had a chance to take in a Toronto Raptors and Toronto Maple Leafs game and also check out the city, including the CN Tower.
Cathy Bidini, Media Communications professor and program coordinator, said that the Humber students will travel to Denmark next year to collaborate with the BAA students.
"This is a transformative experience for the students that provides them with added confidence, unique work for their portfolios and a broadened global perspective," said Bidini. "This real-world component complements what they've learned in class."
The value of hybrid learning was showcased through this project, highlighting the benefits of both in-person and virtual collaboration, paving the way further for global learning possibilities.
Find out more by visiting the Humber COIL website.
