As someone who had never set foot in Europe before, my three-week study program at Hanze University of Applied Sciences in June 2023 was an eye-opening experience. Located in the little northern city of Groningen, Netherlands, Hanze UAS offered a certificate course in sustainable marketing that promised a deep dive into international business, marketing, and finance, with a particular focus on European countries. As well it promised to provide a social experience I had never had before.
About the course
The course structure was well-defined, with classes covering various aspects of intercultural skills, the European Union, social enterprises, and other marketing techniques. We had a business simulation, where we collaborated in groups to start a multinational company, design a business plan, and compete with other students to be the most successful. Which culminated in a presentation to our teachers describing our experience from our businesses point of view. At the same time, we were working on a marketing pitch based on the wellness brand “Rituals” which we not only had to present to our teachers, but to a marketing representative of the actual company! This hands-on approach allowed us to finetune our presentation skills and work collaboratively on a professional and intercultural level.
Beyond the classroom, the program incorporated trips to local businesses, a relaxing day on a Dutch island, and a well-organized social program. These activities provided a perfect balance between academic learning and real-world experiences. During these trips, I had the opportunity to visit Amsterdam, take a river cruise, and even explore a rubber duck store… it only sold quirky little rubber ducks… and some big ones too!
While in Amsterdam, we visited the Amsterdam University of Applied Sciences. That’s where we had to present our pitch to Rituals after being selected along with three other groups based on the quality of our previous presentations. The nerves were high, but the experience was invaluable and served as an intense but exciting capstone to our summer program.
Social Experience
Aside from the academic and professional aspects, living in Groningen allowed me to immerse myself in Dutch culture. From grocery shopping to commuting to school, the daily routines offered a more engaging experience than a typical week-long vacation. This experience not only broadened my perspective on unfamiliar cultures but also taught me to be more adaptable and open-minded. I enjoyed meeting people from around the world and making new friends. The diversity within the student body added richness to the learning experience, fostering a global perspective that went beyond the course curriculum. And surprisingly I even made relationships that extended back home by collaborating with other Canadians who were also part of the program. Together with my new friends we had the chance to explore the beautiful island of Schiermonnikoog and bike across its beautiful landscapes, and swim in the North Atlantic Ocean. It happened to be when a festival was going on in the only major town there which made it a magical experience which I would love to do again sometime without the pressures of school!
Overall, studying at Hanze University of Applied Sciences was a transformative experience. The program not only equipped me with practical skills in marketing but also instilled in me the confidence to take risks and be more outgoing. This study abroad journey has undoubtedly left an indelible mark on my personal and professional growth.
