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New edition of the USP Marketing Project “Living internationalization”

A group of students of the Double Degree in Administration y Business Management with Marketing of Universidad CEU San Pablo has organized a field trip to Lugano (Switzerland). Professor Gloria Aznar has travelled with them in an experience embedded within the second edition of the project “Living internationalization”. Last year this initiative was awarded the Price to Pedagogical Innovation of the Chancellor of the University. It is also an excellent example of the international overview of CEU Universities.

A learning experience with real and practical cases

In 2018 a representative of the corporation GUESS Europe presented in Madrid the brand and posed several challenges. In 2019 the challenges were proposed by the Department of Marketing and of Human Resources of the fashion company in a Skype encounter moderated by Professors Aznar and Frank.

After this, the students who attended prepared during the next four months their marketing projects. In the development of their proposals they have been supervised by Professors José María Cubillo, Paloma Saa and Gloria Aznar, who have chosen the most outstanding. Once in Lugano they have had the occasion to present their projects at GUESS headquarters before its directors.

This project has been developed in collaboration with the Faculty of Economic and Business Sciences of CEU San Pablo and the University of Applied Sciences of Southern Switzerland SUPSI in Switzerland. Therefore both parties have lived educational experiences with real, complex, international and highly motivating cases.

Comprehensive, multidisciplinary and international education

With the participation in this project, students have developed a comprehensive, practical and multicultural learning. The participation of the company has enriched the subject International Marketing with the trip to Switzerland as an activity generating knowledge. It is worth highlighting the close collaboration between CEU San Pablo, the Swiss centre and GUESS leading to quality education oriented to raise the best professionals of the future. Moreover, this initiative has served to promote in Europe the CEU brand.