On March 13, 2024, AMBIS University in Prague hosted two engaging workshops as part of the Erasmus project „Innovation in the Structure and Content of Education in the Field of Economics and Management.“ Students and industry experts discussed the future of education in these fields, focusing on digitalization, sustainability, and migrant integration.
Workshop 1: Marketing and Management
The morning session, held from 9:00 to 12:00, focused on marketing and management topics, attended by 13 students and 5 industry professionals. The workshop program included an introduction to the project, information about the Marketing and Management courses, and a panel discussion on current challenges and opportunities in these fields.
Students appreciated the opportunity to share their opinions on the planned learning materials, particularly valuing the inclusion of practical case studies and relevant examples from real business environments. Industry representatives, including Erik Dianiš from Adwise, s.r.o., Martina Ďurčanská and Alexandr Stojček from McCann Prague, and Vladimír Polomský from Stanton Chase, also welcomed the chance to provide feedback on the educational content.
The structure of the materials was generally well received, with particular praise for content related to ethical and psychological topics. A key discussion revolved around the role of YouTubers and influencers in modern marketing strategies, reflecting the growing importance of digital platforms in brand communication. The inclusion of branding topics was also highly valued, as branding is crucial for differentiating businesses in competitive markets.
Workshop 2: Economics and Economy
In the afternoon, from 13:00 to 16:00, the second workshop focused on economics. Like the morning session, it attracted significant interest from both students and industry experts. The workshop began with an introduction to the course content, followed by a panel discussion addressing current challenges and opportunities in economics.
A key student proposal was to include a section on the economy in cyberspace, recognizing the increasing influence of digital economies on global markets. Industry representatives, who also participated in the morning workshop, provided valuable feedback. They suggested incorporating a dedicated chapter on artificial intelligence and its impact on the workforce, which is currently a crucial factor in global economic changes.
The panel also discussed the impact of globalization and glocalization on organizational culture, with industry experts recommending that this topic become a key part of future learning materials.
Conclusion
Both workshops were a great success and provided an opportunity for active collaboration between students and industry professionals. The feedback gathered from participants will be invaluable in further developing educational materials in economics, management, and marketing. The inclusion of practical case studies, a focus on ethical and psychological issues, and addressing current trends in digital and global economies will ensure that students are well-prepared for the challenges of the future business world.
As part of the Erasmus project 2023-1-SK01-KA220-HED-000166871, these workshops reflect a continuous effort to innovate and improve higher education in economics and management, emphasizing sustainability, digital transformation, and the integration of diverse perspectives.
