International Global Growth Week (BIP) at the IBA

Global Growth Lab: AI Powered International Marketing and Market Expansion

Project Title: AI Powered International Marketing and Market Expansion

Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark.

Dates: 14-18th June 2027 (arrival on Sunday, 13th June)

Registration deadline: 1st March 2027. Register HERE (TBA soon)

Virtual component: Tuesday, 1st June 2027

Credits: 3 ECTS

BIP project number: 2026-1-DK01-KA131-HED-000445833-4

Global Growth Lab is a proposed five-day industry-oriented Erasmus+ BIP in which multicultural student teams serve as junior consultants on an Alfa Laval case study. The programme includes a company visit to Alfa Laval in Kolding. Students use international marketing frameworks, verified market data and responsible AI tools to develop implementable recommendations for agreed international growth challenges. Danish culture and local visits complement the academic programme.

Programme Objectives

Apply evidence -based international market selection and entry strategy to a real business decision.
Develop B2B and B2C marketing recommendations suited to customer behaviour and cultural context.
Use AI for research support, scenarios and creative prototyping, with systematic source verification.
Strengthen multicultural collaboration, professional consulting and pitching skills.
Create actionable outputs for the industry partner and strengthen the IBA’s European collaboration.

Intended Learning Outcomes

On completion, students can …

Compare countries with PESTEL, CAGE, competitor and attractiveness analysis.
Defend target-market selection, entry mode and positioning.
Develop B2B buying-centre or B2C consumer personas, segmentation and customer journeys.
Apply AI to research, content, scenario testing and validation.
Estimate budgets, milestones, KPIs and key risks.
Work and reflect effectively in international teams.
Pitch justified recommendations to company decision-makers.

The Student Project

The case study will focus on Alfa Laval. The four illustrative challenge streams will be scoped with the company before launch. Any B2C exploration must be clearly labelled as a hypothetical learning exercise rather than an established Alfa Laval business activity.

How could Alfa Laval reach distributors or professional buyers in a selected international market?
What could a hypothetical consumer-facing application of an agreed Alfa Laval solution look like in a selected market?
How could Alfa Laval improve international customer acquisition efficiently?
How could Alfa Laval adapt its messaging across two selected international markets?

"I’m excited to gain new perspectives on my field, as I believe people think differently across cultures."

Faye Van Son Has been participating in International Multimedia/ICT Week.
Studies Creative Media Management in Belgium International Week brought together students from all over the globe at the IBA

""Here at the IBA, we learn through discussion in group work. Talking with the others, I've realised that there are different ways of learning across cultures."

Feron Achille Has been participating in International Multimedia/ICT Week.
Studies E-Business in Belgium International Week brought together students from all over the globe at the IBA

– The purpose of the week is to strengthen our international collaboration, intercultural understanding, and exchange of ideas.

Ildikó Antal Head of the International Office at the IBA International Students Explore Danish Hygge

Practical information

Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark

Dates: 14-18 June 2027 (arrival on Sunday, 13th June)

Registration deadline: 1st March 2027. Register HERE. (TBA soon)

Virtual component: Tuesday, 1st June 2027 – Click here to join.

Credits: 3 ECTS

Price: 350€ (2.590 DKK)

Included in the price:

Accommodation (5 nights, Sunday to Friday)
Breakfast (x 5, Monday to Friday)
Lunch (x 5, Monday to Friday)
Dinner (x 2, Monday & Thursday)

Participants are kindly requested to bring traditional snacks/sweets/candy from their home country, for the ‘International Food Tasting’ that is included in participants’ presentations of their school and country.

Transportation

Billund Airport (BLL) is the closest airport to Kolding. There is a direct bus from the airport to Kolding (no. 166), but please note that bus transportation is not very frequent in the evening.

Copenhagen Airport (CPH) is about 2.5 hours away from Kolding, with frequent train and travel times.

You can use RejsePlanen to plan your journey, if you are using public transportation.

Accommodation

Kolding Hotel Apartments

Kedelsmedgangen 2,

DK-6000 Kolding, Denmark

https://www.koldinghotelapartments.com/

The rooms are pre-booked for participants of the international week. Students will be divided into apartments by gender, and each apartment has the capacity for six students (two-four in each bedroom), with a shared kitchen and bathroom. The accommodation is in downtown Kolding, around 1.5 km away from IBA (7-10 minutes’ walk).