Students from the Advertising and Public Relations degree programme (PRP) at the Universidad Europea del Atlántico (European University of the Atlantic, UNEATLANTICO) took part in the Blended Intensive Programme (BIP) held in the city of ‘s-Hertogenbosch, in the Netherlands, accompanied by lecturer Sofía Gómez Pino.
This training experience was organised by Avans Hogeschool. During an intense week of learning, students immersed themselves in a business simulation focused on the European pharmaceutical industry. In this dynamic environment, participants had to make strategic decisions in real time, managing key variables such as supply and demand, labour costs, logistics, production, profitability and sales.
This practical approach to the market gave them a deep understanding of the mechanisms that drive the European economy.
The programme, designed in collaboration with universities from different countries, was attended by students of multiple nationalities, which not only enriched the debate and decision-making, but also fostered cultural exchange and the establishment of international links.
To conclude this experience, the students gave an oral presentation to more than a hundred people, in which they shared their learnings and reflections on the development of the game. They also recorded a video in which they shared their views on the impact of the simulation on their academic and personal development.
As Gómez Pino points out, ‘this BIP has not only helped to strengthen their knowledge of economics and markets, but has also enhanced key skills such as teamwork, strategic communication, decision-making in complex contexts and public speaking in front of large audiences in an international environment.’