Academia’s Autumn Student BIP 2025: Digital Marketing & AI Beyond the Hype

The Academia Autumn Student BIP 2025 – Digital Marketing & AI: Beyond the Hype – successfully wrapped up after an inspiring and dynamic week from  6th to 10th of October. The program brought together 25 international students and 3 academic mentors from Spain (Ilerna), Serbia (Academy of Professional Studies Šumadija) , Poland (University of Lomza), El Salvador (Universidad Tecnológica de El Salvador), and Mauritius (University of Mauritius), joining Academia students in a vibrant exchange of ideas. Supported by the Erasmus+ Blended Intensive Program, the event offered a truly global learning experience at the crossroads of artificial intelligence, digital marketing, and intercultural collaboration.

Throughout the five-day program, participants explored how AI is reshaping marketing strategies and communication not only through theory but through hands-on practice, creative teamwork, and real-world problem-solving.

Working in interdisciplinary international teams, students tackled a real business challenge provided by the local company VBO, applying AI-driven tools and digital marketing techniques to design innovative solutions. The program culminated in a Pitching Session, where students presented their final concepts to company representatives and mentors.

The academic and professional component of the week featured a series of engaging lectures and hands-on workshops led by Academia’s faculty and international guest experts. Topics covered ranged from the transformative impact of artificial intelligence on marketing to practical skills for media and communication. Sessions offered insights into how AI is reshaping the marketing landscape, introduced innovative marketing tools, explored AI-powered content creation, and examined current trends and strategies in the field.

The program also included a soft skills workshop designed to prepare students for their final presentations. These sessions combined technical knowledge with practical applications, allowing participants to work with generative AI, predictive analytics, and data-driven marketing tools in a collaborative learning environment.

The Autumn School placed strong emphasis on teamwork and intercultural learning, creating a collaborative environment where students from diverse backgrounds worked together on real-world challenges. Through a mix of academic sessions and practical group work, participants developed essential soft skills such as communication, collaboration, and adaptability—key attributes for thriving in today’s global industries.

Over the course of the program, students deepened their understanding of AI applications in marketing, gained hands-on experience in creating digital campaigns and AI-driven strategies, and built confidence in presenting and pitching innovative ideas to real-world stakeholders.

The program not only strengthened student’s digital competencies but also opened doors for future Erasmus+ mobility and international collaboration. The Digital Marketing & AI Beyond the Hype Autumn School was organized as part of the Erasmus+ Blended Intensive Program.