The visit was organised under the Erasmus+ cooperation agreement between the two partner institutions. As part of International Week, they delivered lectures and a workshop and attended a series of meetings focused on exchanging experiences, strengthening international cooperation and exploring opportunities for future joint activities.
Associate Professor Iva Gregurec and Magdalena Kuštelega delivered lectures entitled The Milkshake Marketing Approach, using practical examples to illustrate the importance of understanding consumer needs and demonstrating how these insights can inform more effective marketing strategies.
Larisa Hrustek and Matija Šajn delivered lectures entitled Sustainable Business Models Enabled by Digital Technologies, introducing students to the development of business models that combine digital technologies with sustainable practices. They also presented examples of using generative artificial intelligence to critically evaluate business models and assess their relevance, feasibility and potential to create long-term value.
Led by Matija Šajn, the teaching staff jointly delivered an interactive workshop entitled Generative AI for Educators: Adapting, Creating and Reflecting for educators and other event participants. Magdalena Kuštelega also shared her experience of piloting AI tools in the Digital Marketing course, highlighting the development of students’ ability to critically evaluate AI-generated content. During the event, the teaching staff participated in a panel discussion, lectures and a series of meetings focused on exchanging experiences, exploring opportunities for future cooperation through joint projects and short intensive programmes, and further strengthening international cooperation between the partner institutions.
