The second edition of the Intensive Programme (IP) "Ecological and Innovative Automotive Solutions". A Challenge for Young European Communication Professionals to lead Customer Behaviour towards Sustainability, will be held in Valencia, Belgium, 25/02 – 08/03 2013. The participants come from 8 Universities located in 7 European countries.
The IP is coordinated by Karel de Grote Hogeschool University College Antwerp, Belgium, in close cooperation with Howest University College West Flanders. The organizer and host of the year 2013 Programme is Universidad CEU Cardenal Herera Valencia, Spain.
The IP is co-financed by the Lifelong Learning Programme (LLP) Erasmus through the Foundation for the Development of the Education System LLP-Erasmus Agency Flanders (EPOS v.z.v.). According to the funding contract (IP 2012/LLP/ERAMOB-IP/22), subsistence cost and travelling cost up to €450 are covered for all, non-local participating students. Subsistence cost and 75% of travelling cost up to €450 are also covered for all, non-local participating teachers.
For two active weeks, 56 international and 8 local students will gather together with over 16 international and local teachers for lecturing sessions, discussions, workshops, excursions etc. around Ecological and Innovative Automotive Solutions. Automotive students join forces with Communications and Marketing students to develop new marketing and communication strategies in order to make customers accept the end of the reign of “Car Almighty” and to sell the new generation ecological vehicles. Eight multidisciplinary student teams work on different approaches to match ecologically innovative and marketable automotive solutions.
The students attend sessions by teachers and experts from automotive enterprises, on marketing, branding and advertising related to the car industry. Each team will be assigned an alternative fuel or drive system which is currently being developed in automotive technology and will elaborate a complete communication plan including a detailed new media campaign. The student teams will be closely coached by teachers specialized in both fields. A jury will assess the communication plans and marketing strategies.
The IP is an example of blended learning. Different didactical approaches will be applied, such as the traditional lectures for some sessions, teamwork with a presentation (both in national and international teams), peer teaching (session during which the automotive students explain the drive method which has been assigned to their team, problem based learning, individual research mainly using internet, etc.
The program entitles the students to earn 3 ECTS credit points.