Our Second-Year Students Join an Intercultural Program in Romania
For five days, several second-year students from ICD Business School Toulouse took part in a Blended Intensive Program (BIP) in Cluj-Napoca, organized by the Faculty of Business of Babeș-Bolyai University (UBB).
This Erasmus+-funded mobility offered them a week-long international immersion built around an original theme: using gamification and behavioural economics to improve the ticketing experience of a film festival.
A project inspired by the Transilvania International Film Festival
The program invited students to work on a real-life case study in partnership with the Transilvania International Film Festival (TIFF), the most prominent film event in Romania.
The goal: imagine a system capable of encouraging spectators to purchase their tickets earlier by leveraging user experience, consumer psychology and motivational mechanisms.
This theme allowed participants to explore concepts related to event marketing, experience design and cultural strategy while developing a deeper understanding of audience behaviour.
An active and intercultural learning experience
Before travelling, students took online sessions to build the theoretical foundations. Once on-site, they attended workshops, conferences, team work sessions and meetings with UBB teachers and experts.
The week also included visits, cultural activities, a guided tour of Cluj-Napoca and a traditional dinner, providing opportunities for intercultural exchanges.
Working in international groups was a key part of the program. Students had to collaborate, propose creative ideas, analyse data and design a coherent solution, presented during a final pitch before an academic jury.
A valuable and formative experience
Beyond technical skills, this BIP strengthened participants’ adaptability, creativity and communication abilities, while exposing them to new working methods.
They return with hands-on experience in cultural marketing and an international immersion that enhances their academic path. Successful completion of the program also grants them 3 additional ECTS credits.
Student testimonials
Working with international students on such a concrete project was truly enriching. I loved discovering the city and the campus atmosphere while learning differently.
A growing partnership
The success of this mobility reflects the strong collaboration between ICD Business School and Babeș-Bolyai University. This partnership paves the way for new joint initiatives and highlights the value of short-term mobilities in offering students accessible and career-enhancing international experiences.
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