Wittenborg and the Importance of AACSB Accreditation 

https://www.wittenborg.eu/wittenborg-and-importance-aacsb-accreditation.htm

Rauf Abdul Reflects on Wittenborg’s AACSB Alignment

Wittenborg continues to strengthen its commitment to delivering high-quality, internationally oriented business education by aligning with the principles of AACSB (the Association to Advance Collegiate Schools of Business), a globally recognised standard of excellence for business schools. 

Understanding AACSB Accreditation

AACSB accreditation is known worldwide as the longest-standing, most recognised form of specialised accreditation that an institution and its business programmes can earn. Accreditation is a voluntary, nongovernmental process that includes a rigorous external review of a school’s mission, faculty qualifications, curricula and ability to provide the highest quality programmes.

According to Rauf Abdul, Head of the School of Business, “AACSB provides a framework for business schools to ensure that teaching, research and engagement with society meet global best practices. It reflects a commitment to diverse, ethical and applied business education.”

A journey of growth and alignment

Since relocating to Apeldoorn in 2010, Wittenborg has grown from a small applied sciences institution to a globally oriented business school. In 2018, Wittenborg made the decision to pursue alignment with AACSB principles after attending the first ever ICAM (International Conference and Annual Meeting) of AACSB in Vienna.

As part of this process, Wittenborg developed a Strategic Plan (2022–2026) with two strategic initiatives and seven operating goals, monitored via the Wittenborg-SPA system. Faculty classification systems were refined to align with AACSB standards (SA, PA, SP, IP) and Assurance of Learning (AoL) was implemented and integrated into the PDCA-based quality system, expanding on the existing framework.

The research centre was structured to expand the research portfolio, increase scholarly output and support engagement with EU-funded projects. Meanwhile, the curriculum was updated to reflect industry needs, global trends and ethical values.

Guided by mission and values

AACSB’s vision emphasises internationalisation, ethical leadership and continuous improvement, guiding institutions to align operations with mission-driven goals. For schools like Wittenborg, the framework encourages robust quality assurance systems, practical learning experiences and ongoing benchmarking against global standards.

Enhancing the student and staff experience

Following AACSB principles benefits both students and staff. Students gain access to curricula designed to develop practical skills, ethical decision making and managerial competencies, while staff benefit from structured professional development, research engagement and collaborative academic culture.

A path towards excellence

Institutions that engage with AACSB standards focus on innovation, curriculum relevance, global exposure and strong connections with industry partners. The process supports continuous improvement and helps position schools for greater international recognition.

“Embracing these principles ensures that students experience high quality education, global perspectives and ethical learning in every aspect of their studies,” Abdul adds. 

For further information about AACSB Accreditation, visit the official website here.

WUP 20/08/2025 
by Erene Roux 
©WUAS Press 

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#Internationalisation
#Diversity
#accreditation
#accreditedbusinessschool
#SDG4: Quality Education

Wittenborg Prepares for EAIE 2025 in Gothenburg

https://www.wittenborg.eu/wittenborg-prepares-eaie-2025-gothenburg.htm

Wittenborg’s Stephen Orme Shares Insights Ahead of EAIE 2025 in Gothenburg

Wittenborg is gearing up for one of the biggest higher education events in Europe: the 35th edition of the EAIE (European Association for International Education) conference. This year’s edition will be held at Svenska Mässan in Gothenburg, Sweden, from 9 to 12 September. Following last year’s gathering in Toulouse, France, the move to Scandinavia promises a fresh dynamic and new opportunities for the international higher education community to connect, collaborate and share ideas.

The 2025 conference theme, 'GO-create', perfectly ties in with this, as it challenges participants to think about collaboration, cooperation and co-creation. Gothenburg’s commitment to sustainability also makes it an ideal location for the EAIE community to gather, explore key issues and create a shared vision for the future.

“Going to Scandinavia presents a very different dynamic than if you went to Spain or had it in the Netherlands. And probably the other benefit is that we’re likely going to hear a lot of ABBA!” said Stephen Orme, who was appointed Head of Business Development and Operations at Wittenborg earlier in 2025.

Orme has been involved with EAIE committees since 2008 and will attend the event both as a representative of Wittenborg and as one of the five EAIE board members. He will be joined by Wittenborg President Peter Birdsall, and the school’s team will be at Nuffic’s NL Pavilion to discuss study-abroad programmes, international partnerships and opportunities for collaboration.

Reflecting on the event, Orme said: “The annual EAIE conference is the biggest in international education in Europe that we have. It’s mainly to connect with people face to face, but also to explore new opportunities.”

Last year’s EAIE was attended by over 7,000 participants from 110 countries, which is why Orme is particularly looking forward to meeting many people and picking up discussions where they left off. “Of course, this is the first time I am also representing Wittenborg,” he added.

In the increasingly complex environment of higher education, Wittenborg, as a private business school and one of the most internationally oriented in the Netherlands, can play its part and identify how changing dynamics could present openings: “This is a great chance to look for strategic partnerships or strategic opportunities as a private business school. I think this is interesting for us to reach out and have conversations at the right level.”

This year’s EAIE conference offers a packed programme, including workshops, networking events, plenaries and poster sessions. Keynote speakers include Melati Wijsen, founder of Bye Bye Plastic Bags, and Swedish journalist and digital futurist Andreas Ekström. Workshops take place on the Tuesday before the main conference and require pre-registration, while sessions throughout the week are open to all participants.

For Orme, the conference is also a reminder that EAIE is more than just one annual event: “Many people associate EAIE with the conference, but it is much more than that. It’s a member association with more than 3,400 individual members working in the sector who can benefit from resources, professional development and networking opportunities throughout the year.”

As a board member, Orme helps shape this vision: “The board of EAIE is responsible for developing and executing the association’s strategy. That includes increasing member benefits, creating resources and representing our members at the European level. In June, for example, we were invited by the European Commission to meet the Director General in Brussels to discuss high-level topics that really impact the sector. So there’s also an advocacy role, where we sit at the table with other associations and policymakers.”

Wittenborg has a long-standing presence at the EAIE conference, and this year Orme is particularly excited to represent the school. “I’m thankful to Wittenborg for supporting me as an EAIE board member. I’m happy that Wittenborg sees the value of this significant network,” he said.

Birdsall also shared his perspective on the importance of EAIE. Participating in the conference has been part of Wittenborg’s international strategy for many years. Reflecting on his own experiences, he noted that he attended some of the very first EAIE conferences back in the 1990s, when international education was very different from today.

He emphasised that while the trade fair has grown enormously and now provides opportunities to meet agents and other service providers, the essence of EAIE remains the same: it is an international community of educators who have international education at heart. For Birdsall, it offers a valuable chance to connect with like-minded professionals and learn about new developments.  

“This year, I’m looking forward to meeting some of our Erasmus partners, joining discussion groups about the impact of artificial intelligence on internationalisation and international education, and to a small extent, exploring Sweden as I’ve never been there before.”

WUP 19/08/2025 
by Erene Roux 
©WUAS Press 

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#SDG17: Partnerships to achieve the Goal
#SDG4: Quality Education
#Internationalisation
#Diversity
#EAIE

First Wittenborg Staff Member Takes Part in Outgoing Erasmus+ Mobility Programme

https://www.wittenborg.eu/first-wittenborg-staff-member-takes-part-outgoing-erasmus-mobility-programme.htm

Amal Abi Orm Attends Erasmus+ Training on EU Project Design and Management in Sicily  

Amal Abi Orm, Financial Administrator at Wittenborg, recently travelled to Sicily, Italy, to participate in the training course 'EU Projects: Design and Management'. The course, which ran from 28 July to 1 August, was organised by the Associazione Artistica Culturale 'A Rocca' and EProjectConsult as part of the Erasmus+ KA131 Staff Mobility Project.  

This marks a first for Wittenborg, as Orm is the school’s very first staff member to take part in outgoing Erasmus+ staff mobility — building on previous incoming Erasmus+ activities and other international exchanges.

Learning the full EU project lifecycle  

The training brought together six participants: Orm, two colleagues from Ireland representing Meath Partnership, and three from Italy based at the Comune di Messina. Together, they explored the complete process of EU project management, from the initial proposal writing stage to the final reporting phase.  

Orm explained that the training addressed all key stages of project work: “The purpose of this training is helping me to ensure accurate budget management, transparent reporting and audit readiness for our organisation. Going through the full project lifecycle, from writing proposals, building consortia, proposal submission, project approval to final reporting, will help me have a better understanding and assist my team at Wittenborg more effectively.”  

She also enjoyed the cultural side of the experience: “Every day was a pleasure thanks to the delicious local food and the beautiful Mediterranean weather. It was also great to share the experience with trainees from different cultural backgrounds.”  

Erasmus+ in Wittenborg’s strategy  

Aydan Holtrigter, Research Centre Manager, explained how this training fits into Wittenborg’s broader internationalisation strategy.  

“Erasmus+ mobility supports Wittenborg’s mission to foster global engagement and lifelong learning by enabling staff to participate in teaching and training mobility across Europe. This initiative aligns with our strategic goals of enhancing intercultural competencies, expanding international partnerships and integrating global perspectives into our academic and operational frameworks.”  

She noted that the programme is embedded in Wittenborg’s commitment to internationalisation through the Erasmus Charter for Higher Education 2021–2027, which facilitates participation in mobility and cooperation projects.  

“The purpose of Erasmus+ mobility is to promote staff development through international exposure, strengthen institutional ties with partner universities and enhance the quality and competitiveness of Wittenborg.”  

Benefits for teaching, research and collaboration  

Holtrigter emphasised that the benefits extend well beyond individual development:  

“Staff gain new pedagogical insights and methods by engaging with diverse educational systems, which can be integrated into Wittenborg’s curriculum. Mobility fosters collaboration with international peers, opens doors to joint research projects and broadens our academic networks. It also strengthens cross-border cooperation, innovation and knowledge exchange.”  

She added that such experiences help staff develop important soft skills including intercultural communication, adaptability and leadership.  

Opportunities for staff  

The Erasmus+ KA131 programme offers both teaching and training activities. Teaching assignments allow staff to deliver lectures, seminars or workshops at partner institutions, with a minimum of eight hours of teaching. These assignments give staff the chance to share their expertise with international peers while gaining insights into different educational approaches.  

Training activities are available to both faculty and professional staff. These can include courses, job-shadowing or workshops focused on professional development, allowing participants to build new skills, explore different working methods and strengthen their knowledge in their area of expertise.  

“Choosing the right host institution or training event is key,” Holtrigter said. “Staff should consider the professional relevance of the opportunity, ensure it aligns with Wittenborg’s values of internationalisation, diversity and ethics, and make use of our existing partnerships with institutions in Slovenia, Poland, Estonia, Georgia and Azerbaijan.”  

She recommended using online platforms to find suitable opportunities:  

“One useful platform for training purposes is staffmobility.eu, which offers a broad variety of courses. Staff are encouraged to initiate or join projects that contribute to Wittenborg’s strategic development and academic excellence.  

"The Head of School, Research Centre or a direct supervisor can help find a suitable opportunity that aligns with individual development plans. More details on requirements, eligible countries and other guidelines can be found in the Mobility Policy for staff.”   

WUP 18/08/2025 
by Erene Roux 
©WUAS Press 

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#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#Ethics
#Erasmus+
#research
#ResearchCentre

Strategic Planning Boosts Sustainability in Small Manufacturers, Study Suggests

https://www.wittenborg.eu/strategic-planning-boosts-sustainability-small-manufacturers-study-suggests.htm

Wittenborg Researchers Explore How Structured Planning Drives Long-Term Performance in SMEs

A new academic study highlights how small and medium-sized manufacturing companies can unlock long-term sustainability and resilience through Systematic Strategic Planning (SSP), even in the face of economic uncertainty and limited resources. 

Wittenborg researchers Ahmed Mehta and Rauf Abdul have co-authored the study, published in open-access journal PLOS One, titled ‘Strategic planning as a catalyst for sustainability: A mediated model of strategic intent and formulation in manufacturing SMEs’.  

They collaborated with Syeeduz Zafar Qazi (University of Business and Technology, Saudi Arabia), Rasheedul Haque (MAHSA University, Malaysia), Abdul Rahman Senathirajah (INTI International University, Malaysia), Waqas Baig and Rabia Sajjad (both from Hailey College of Banking and Finance, Pakistan). 

According to Mehta, the research is particularly relevant in volatile economic contexts such as Pakistan, where small and medium enterprises (SMEs) face ongoing political, financial and operational challenges. 

“SMEs are often left out of the conversation when it comes to long-term sustainability strategy. We wanted to highlight how even smaller firms, operating with limited resources, can implement systematic planning to improve their performance across economic, environmental and social dimensions.” 

He noted that the research offers a roadmap not just for individual businesses but also for policymakers seeking to strengthen SME ecosystems.  

Understanding the model  

The study draws on two widely recognised theories: the Triple Bottom Line (TBL), which approaches sustainability through the lens of People, Planet, and Profit; and the Resource-Based View (RBV), which emphasises the importance of a business’ internal capabilities and competitive advantages in achieving sustainability. Moreover, it incorporates the concepts of Strategic Intent (SI), reflecting an organisation’s long-term vision and commitment to its strategic goals, and Strategic Formulation (SF), which involves developing actionable strategies to realise those objectives. 

Using data collected via questionnaires from 410 senior executives of Pakistani manufacturing SMEs, the researchers conducted a quantitative analysis to examine how Systematic Strategic Planning (SSP) influences Sustainable Performance (SP). 

The results reveal that SSP significantly improves sustainable performance, and this effect is strengthened when companies have a clear strategic intent and a solid plan for executing it. 

“Our findings show that it’s not just about having a strategy. What makes the difference is aligning that plan with a strategic purpose and translating it into well-defined initiatives. That’s how SMEs can improve their competitiveness, resilience and contribution to sustainable development goals,” Mehta explained.

Real-world relevance

The study is one of the first of its kind to focus on manufacturing SMEs in Pakistan, a sector that plays a vital role in the country’s economy but is often underserved in both research and policy. These businesses face structural challenges such as lack of formal governance, resource limitations and poor access to innovation infrastructure. 

According to the authors, many Pakistani SMEs still rely on informal planning and ad hoc decision-making, which undermines their long-term resilience. The research suggests that embedding SSP, which includes continuous monitoring, strategic reviews and alignment with sustainability goals, could help overcome these barriers. 

“Our research gives business owners a practical framework,” said Mehta. “It shows how breaking down strategy into manageable steps, guided by a clear intent and thoughtful formulation, can create lasting value not just for the company, but for society and the environment as well.” 

Implications for managers and policymakers

The paper outlines a number of recommendations for SME managers and policymakers. These include promoting strategic planning training tailored to SME contexts, supporting the institutionalisation of planning and monitoring processes, encouraging SME leaders to adopt long-term visions rather than short-term fixes and creating incentive structures for sustainable innovation and performance. 

It also emphasises the need for capacity-building programmes that improve not only strategic literacy but also the internal capabilities needed to execute plans effectively. 

“From a managerial perspective, our study offers a blueprint for how to align a company’s internal processes with broader sustainability goals,” Mehta commented. “And from a policy angle, it points to areas where support structures could make a real difference.”

A broader academic contribution

Beyond its practical value, the study contributes to academic literature by integrating Strategic Intent and Strategic Formulation as mediators within the Systematic Strategic Planning – Sustainable Performance relationship. This offers a more nuanced understanding of how strategy works in small firms under pressure and strengthens the application of Triple Bottom Line and Resource-Based View theories in emerging-market contexts. 

“Our framework is scalable,” Mehta added. “What we found in Pakistan could also apply to SMEs in other developing economies facing similar constraints. The key is in tailoring planning to the realities on the ground.”

WUP 15/08/2025 
by Ulisses Sawczuk 
©WUAS Press 
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#Impact Statement
#Internationalisation
#SDG8: Decent Work and Economic Growth
#SDG9: Industry, Innovation and Infrastructure
#research

Master’s Thesis Analyses French Consumers’ Engagement with Red Bull

https://www.wittenborg.eu/masters-thesis-analyses-french-consumers-engagement-red-bull.htm

Research by Clémence Legendre Highlights Importance of Integrated Marketing Approach

With the rise of digital marketing, businesses have developed strategies that combine both traditional and modern methods. To better understand how people engage with companies and which resources are most effective, Wittenborg graduate Clémence Legendre focused her master’s thesis on French consumers’ engagement with Red Bull. 

Originally from France, Clémence recently completed a Master of Business Management (MBM) in Digital Marketing and Communication at Wittenborg’s Munich branch, the New European College. According to her, Red Bull is a great example of a brand that excels at navigating today’s marketing landscape. “With this research, my goal was to understand what really helps build strong customer relationships today,” she says.  

To gather data for her study, Clémence conducted a survey with 200 French consumers reached via social media platforms. The questions addressed how often participants see Red Bull’s ads, their preferences between traditional and digital marketing, their feelings toward the brand and their level of engagement across various channels. The survey also asked about their favourite types of Red Bull content and how exciting they perceive the brand’s image to be. 

The research shows that most French consumers prefer digital marketing over traditional methods when it comes to engaging with Red Bull. “Social media content, especially videos and event promotions, had the strongest impact on their connection with the brand. Younger people were more influenced by digital channels, while older participants still noticed traditional ads. Overall, digital strategies created more emotional connection and brand loyalty,” Clémence explains.  

According to her, both traditional and digital marketing channels are effective in maintaining emotional connection, reinforcing the need for an integrated marketing approach. Moreover, certain content types drive higher engagement than others, emphasising the importance of content optimisation and data-driven decision-making. 

“The study shows that even if Red Bull enjoys high brand familiarity and is perceived as exciting, it lacks a strong emotional connection with its audience. To create more engagement, Red Bull can develop French storytelling campaigns which can resonate more on a personal level with consumers. On the other hand, they could also have features with French brand ambassadors in extreme sports, including lifestyle influencers and everyday athletes,” she underlines.  

Clémence points out that her favourite part of writing her thesis was analysing the survey results. “It was interesting to see how people responded and to find patterns in their answers. It helped me understand real opinions and connect them to the theory I had studied.” 

She advises current Wittenborg students working on their theses and graduation assignments to start early and stay organised. “Choose a topic you’re really interested in, because it makes the research more enjoyable. Don’t be afraid to ask your supervisor questions, they’re there to help. Also, try to collect your data as soon as possible, so that you have enough time to analyse it properly.” 

After completing her programme, Clémence is now back in France. “My goal is to build a stable career where I can apply my skills in digital marketing and continue learning through real-world experience,” she concludes.  

WUP 13/08/2025 
by Ulisses Sawczuk 
©WUAS Press 

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#internationalstudent
#SDG9: Industry, Innovation and Infrastructure
#Internationalisation
#highered
#research

Wittenborg Associate Professor Publishes Study on Experience Accounting in Hospitality

https://www.wittenborg.eu/wittenborg-associate-professor-publishes-study-experience-accounting-hospitality.htm

Mats Carlbäck’s Research Highlights Benefits of Customer-Driven Financial Strategies for SMEs

How can small and medium-sized enterprises (SMEs) in the hospitality industry optimise the allocation of their resources by leveraging valuable data generated by their customers’ experiences?  

This is the question Wittenborg associate professor Mats Carlbäck sought to answer in the paper ‘Experience accounting to improve strategic decision-making in a rural resort: application case report’. The study, coauthored by Ganna Demydyuk, a PhD student at Leiden University, was recently published in the University of South Florida’s Journal of Global Hospitality and Tourism.  

The authors highlight that despite possessing vast amounts of potentially valuable data, many SMEs lack the necessary systems and analytical tools to extract practical insights, leaving them at a distinct disadvantage. This issue is further complicated by the fact that many available information systems are ill-suited to the dynamic nature of the hospitality industry.  

These challenges have inspired the development of the Experience Accounting (EA) analytical framework, which has been designed and tested in various hospitality businesses. According to Carlbäck, EA aims to optimise decision-making processes for service intensive industries by aligning cost accounting with customer-perceived value. “By strategically allocating limited resources to activities that provide the greatest benefit, that is, those that enhance customer experience and result in a willingness to pay more, companies can optimise and sustain their profitability,” he says.  

The study underlines that Experience Accounting introduces a customer-driven approach to financial decision-making. This sets it apart from traditional accounting systems and offers a real-time, forward-looking framework that enables predictive, value-based resource allocation.  

“EA allows for the continuous recalibration of financial strategies based on changing customer preferences, which makes it particularly suited for service-intensive hospitality industries. Additionally, it integrates customer satisfaction metrics into financial controls and links customer experience stimuli directly to revenue generation. In doing so, it transforms qualitative service factors into measurable financial drivers,” Carlbäck explains.  

The case study analysed in the paper focuses on a rural, upmarket Swedish resort with a strong emphasis on sustainability. Despite its longstanding market presence and positive reputation for ecological practices, the establishment struggled to generate satisfactory returns. 

By adopting the Experience Accounting approach, the company’s total cost structure was reorganised based on a new set of factors identified as contributing to customer value.  As a result, management gained a clear understanding of expenditures on different aspects of the business.  

During the second phase of the process, the resort conducted a customer survey to gain insights into their perceived value across various aspects of single-experience accounts. Customers were asked to assess the actual value they received and their willingness to pay for enhanced performance. They were prompted to differentiate between the value derived from basic food, culinary finesse, service, facilities and ambiance and indicate how much more they were willing to pay for a meal. 

The results showed that customers were already satisfied with the resort’s facilities and ambiance, considering them well-aligned with the costs and resources invested. Therefore, further investment in these areas was deemed unlikely to generate additional value or improve profitability. 
However, the perceived value of the current service fell short of expectations, with customers indicating a willingness to pay more for higher quality. Based on the obtained data, the resort was able to make decisions that might not have occurred otherwise, such as postponing planned refurbishment investments and allocating more resources to enhance the service aspect.  

Carlbäck emphasises that the Experience Accounting framework can be applied across various hospitality sectors, such as urban resorts and chain hotels, by tailoring it to different business models and operational environments. Additionally, its scalability ensures that EA can be adapted for both small and large enterprises, allowing businesses of all sizes to benefit from its implementation. “This approach allows for real-time adjustments and ensures that businesses remain responsive to customer needs and preferences, thus fostering long-term loyalty and profitability,” the associate professor concludes.  

WUP 11/08/2025 
by Ulisses Sawczuk 
©WUAS Press

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#SDG8: Decent Work and Economic Growth
#SDG9: Industry, Innovation and Infrastructure
#internationalstudent
#Internationalisation
#research
#Impact Statement

The Creative Path: Wittenborg Students Share Their Artistic Journeys

https://www.wittenborg.eu/creative-path-wittenborg-students-share-their-artistic-journeys.htm

Artistic Activities Help People Reflect, Heal and Connect

In addition to their studies and work, engaging in artistic or creative activities can bring significant benefits to people’s lives. Many Wittenborg students use their free time to channel their creative energy into side projects. Meet some of them: 
Reflecting through writing 

For MBM student Eniola Olufunke Sofolahan, specialising in Digital Marketing & Communication, writing is a way to process emotions and reflect on life, its changes and challenges. She began exploring literature as a child growing up in Nigeria. 

“Back then, I would have really vivid dreams and talk to my mom about them, and she would encourage me to write them down. I also discovered an author named Ted Dekker, and his books really resonated with me. That was when I started trying to structure my ideas and share my vision with others through writing,” Eniola says. 

Having experimented with different genres, including poetry, fiction and the spoken word, she notes that her writing does not shy away from difficult themes. “I’ve read lots of stories that portray life as a very comfortable experience, and it’s okay to try to put some positive energy into the world. But at the same time, people need to know the truth: you will go through hardships and obstacles too. But the beauty of it is that there’s always going to be hope at the end.” 

Eniola has compiled some of her writings in a work she’s currently developing, titled Metamorphosis. She plans to divide the project into four parts, each inspired by her own experiences and focused on a different stage of her life. Eventually, Eniola would like to publish her work in print. 

“This is a very long-term project, and it’s interconnected with my life. The first part is already completed; I started writing it seven years ago, when I was 17. It explores some of my childhood and teenage experiences, including the death of my aunt, who was like a second mom to me, as well as challenges I faced with school, friendships and relationships. But as you read through it, you’ll notice a transformation in the way I viewed the world, and there are positive moments too. I acknowledge my mistakes and the lessons I learned from them.” 

She believes it is important for students to have side activities that allow them to express their creativity. “Our lives are more than just grades, academic work and classes. We have passions, hobbies and things we’re interested in, whether it’s building something physical or creating art. All human beings have the ability to create and inspire, and they should pursue that as well.”

In tune with her emotions  

“For the longest time, I wasn’t comfortable singing in front of others. It was only last year that I began taking formal vocal lessons, and that changed everything. Singing feels like a meditation. It’s a deeply expressive medium where I feel most like myself,” says MBM student Vedvati Rohera, specialising in Entrepreneurship and Innovation.  

Vedvati, who is a professional photographer, points out that creativity has always been at the heart of everything she does. “I’ve been singing for as long as I can remember. In the beginning, I used to record myself and learn through the internet, experimenting and picking things up on my own.” 

In addition to her love for jazz songs, she enjoys singing along to artists like Coldplay, Ruth B and Anuv Jain. “That said, when it comes to dancing and letting loose, nothing beats Punjabi music. Artists like Karan Aujla and Diljit Dosanjh always get me moving.” 

Vedvati comments that she has slowly come out of her shell and now feels more comfortable performing in public. “I just co-wrote my first song with my partner, and we’re currently in the process of recording it. It’s about love, inspired by my own relationship, but it’s meant to speak to all kinds of love. The song is bilingual, featuring both English and Hindi vocals, which adds a personal and cultural touch. We’re hoping to release it next year and we’re really excited about it.” 

She describes singing as a meditative and liberating experience, when she feels most grounded and truly in touch with herself. “An artistic activity doesn’t have to mean just music or painting; it can be anything that allows you to express your inner world. Having a creative outlet gives you a safe space to feel, to reflect and to heal. It brings you into a higher state of energy and presence. Beyond academics and work, these moments are when you feel most alive, when you’re truly experiencing life and connecting with your emotions.” 

Strumming through life 

For HBA student Ranen Thomas, music has always been more than just a hobby. It’s a lifelong outlet, a source of joy and a deep connection to his roots. Originally from India and currently pursuing a degree in Sport Business Management, Ranen began his musical journey at the age of seven, first learning the drums before picking up the guitar under the guidance of his grandfather. 

“I grew up in a very musical family. My grandfather could play almost any instrument, and he introduced me to the basics of guitar, keyboard and drums,” Ranen recalls.  

While he later took professional drum lessons, his guitar skills evolved more naturally. “Apart from my grandfather’s guidance and a few tips here and there, I’m mostly self-taught.” 

Ranen’s taste in music is broad, ranging from Guns N’ Roses to The Lumineers. He enjoys playing across genres, though these days, folk-pop dominates his playlists. “I only have my acoustic guitar with me here in the Netherlands, so I’ve been leaning into acoustic-friendly styles. Playing Guns N’ Roses on acoustic just doesn’t hit the same without distortion,” he says. 

Although he mostly plays for himself, Ranen occasionally performs with friends or at church congregations. “I love being part of the worship team whenever I’m back home. I even performed at a concert recently for a few hundred people, and that was probably my biggest crowd yet.” 

Music, for Ranen, is a form of emotional release. “There could be a lot going on, but once I pick up the guitar, it all disappears. And when I finally nail something I’ve been struggling to learn, the satisfaction is incredible.” 

While he hasn’t written original songs yet, he’s open to the idea, and even sees himself sharing them online someday. “Even if my music only touches one person, that’s enough.” 

Ranen believes every student can benefit from an artistic outlet because it helps them grow in many ways. “It encourages creativity and imagination, which help students think in new ways and solve problems, both in and out of the classroom. It also allows them to explore their emotions and manage stress, which is good for their mental health. Involvement in the arts also builds confidence and teaches discipline. Research shows that students who take part in the arts often do better in school. In short, creative activities benefit you not only during your academic life but also well beyond it.” 

WUP 08/08/2025 
by Ulisses Sawczuk 
©WUAS Press 
Tags
#SDG3: Good Health and Well-being
#Internationalisation
#Diversity
#internationalstudent

A Life-changing Decision: Wittenborg Graduate Shares her International Journey 

https://www.wittenborg.eu/life-changing-decision-wittenborg-graduate-shares-her-international-journey.htm

Yolanda Huang Reflects on How Studying Abroad Shaped her Career

Born and raised in China, Yolanda Huang could easily have stayed there and pursued a government job, as her parents had hoped. But her dream was to build a global career and join an international company, so she chose a different path. In 2003, Yolanda decided to move to the Netherlands to study for an International Business Administration (IBA) degree at Wittenborg. Still in its early years, the school was then based in Deventer.  

The graduate explains that she first heard about Wittenborg when the institution’s then-education coordinator, Stewart Else, visited Shanghai to promote the school to prospective students. “The timing was perfect because I was looking for schools in the Netherlands and Germany, and I liked that Wittenborg offered such a variety of courses. That was the main reason why I chose it,” she says. 

According to Yolanda, the biggest challenge she faced when moving to the Netherlands was studying in English, which she was not used to at first. However, she points out that Wittenborg was very helpful and welcoming to her and the other students coming from abroad. “I feel very lucky because Wittenborg had arranged excellent accommodation for us. They had also assigned some students who had been there longer to support us. They told us about Deventer, gave us practical tips on living in the Netherlands, showed us where the supermarkets were and helped us adjust to our new life.” 

Yolanda also highlights that her time studying at Wittenborg helped her develop important professional skills, such as critical thinking, logical reasoning and research. “Back in China, learning is more focused on memory; students are expected to simply remember what the lecturer is telling them. I found Wittenborg's practical approach very helpful. We went on several field trips to companies and museums and participated in project weeks. My English also became much better.” 

After graduating in 2007, Yolanda moved back to China and secured a job at Education First, a company specialising in teaching English to children and adults, where she worked as an executive assistant performing administrative tasks. She later joined other companies, including the Dutch multinational Vanderlande, which specialises in logistics, and Benteler Automotive Components, where she was responsible for both administrative and human resources tasks. Yolanda is currently based in Shanghai, where she works as an Executive Assistant at Ares Management, a global investment firm. 

Looking back on her Wittenborg experience, Yolanda says that the decision to study abroad changed her life by giving it an international dimension. “What I miss most about Wittenborg are the people. I have great memories of the other students and lecturers, Peter, Maggie and Stewart. Actually, Stewart even attended my wedding in China. I made some special connections there. When I look at Wittenborg now, I’m happy to see that, 18 years later, it’s even more international than it was.” 

The graduate advises current students to build on their professional skills and make the most of their programmes. “Don’t be shy to ask questions to lecturers and the other people there. Make sure to get involved and get engaged, because this is a special experience you’re going through,” she concludes.

WUP 06/08/2025 
by Ulisses Sawczuk 
©WUAS Press

Tags
#SDG4: Quality Education
#Internationalisation
#Diversity
#highered
#internationalstudent
#studyinholland

Wittenborg Associate Professor Organises Programme on Global Health at Africa-Asia Conference 

https://www.wittenborg.eu/wittenborg-associate-professor-organises-programme-global-health-africa-asia-conference.htm

Cha-Hsuan Liu Leads Multidisciplinary Initiative Exploring Care, Connection and Humanity in a Cross-Cultural Context

To explore research connections between Africa and Asia and to network with fellow scholars, Wittenborg associate professor Cha-Hsuan Liu participated in the Africa-Asia International Conference-Festival (Confest), held from 11 to 14 June in Dakar, Senegal. 

The event, which also celebrated global integration and local cultures, was organised by Senegal’s Cheikh Anta Diop University in collaboration with the Collective Africa-Southeast Asia Platform from Thailand and Leiden University’s International Institute for Asian Studies (IIAS). Comprising 12 thematic clusters, the Confest featured 136 activities including workshops, roundtables, panels and film exhibitions.  

In total, over 500 people from around the world attended the event including participants from Senegal, Kenya, Morocco, Tanzania, South Africa, Japan, Taiwan, India, Indonesia, Brazil, Nigeria, Nepal, the Netherlands and other countries. One of the leading scholars who participated was Professor Moustapha Mbow of Cheikh Anta Diop University, who also serves as an advisor for World Health Organisation (WHO) vaccination programmes in Africa. 

Liu was responsible for organising ‘Healing Through Humanity’, a five-part programme exploring themes of care, connection and collective healing. Among the activities was a presentation she delivered on the MBA thesis by Wittenborg graduate Tyler Sullivan, who analysed how to improve the performance of healthcare NGOs operating in conflict zones.  

“Tyler’s thesis looks at how NGOs use their human and financial resources in different ways and situations. It tries to understand why some organisations manage to reach hundreds of thousands of people around the world, while others don’t. It’s a really relevant and timely topic that brings together healthcare and management,” the associate professor explained.  

The programme also featured presentations of other studies, the roundtable Reimagine Medicine and Healing, a panel discussion, a workshop and a screening of the documentary ‘First Cry’, which tells the story of a mining community in India that built its own hospital. 

Liu highlighted that the discussions were both multidisciplinary and multicultural, bringing together scholars from various fields and professionals from healthcare and other sectors across Africa, Asia, Europe, South America, the Middle East and beyond. She pointed out that the feedback on the programme was very positive, with participants drawing connections between research from different regions and emphasising the importance of human contact and mutual support across cultures. 

“One of the main points of discussion was how Western medicine was imposed on other cultures in the past 200 years, and the impact these changes have had. Collective healing also involves cultural healing, which means recognising the value of traditional practices and integrating them into healthcare systems. We have to remember that modern medicine is actually the accumulated knowledge of thousands of years, and that knowledge needs to be organised and systematised.” 

Liu added that the conference was organised by a network of scholars that has been built up over the years and now includes more than 50 members. She is currently exploring the possibility of starting research projects at Wittenborg connected to this initiative.   

“The idea is to coordinate researchers from different parts of the world to develop a humanistic model that can be implemented in healthcare management. Wittenborg could really contribute to this project due to its expertise in business and management, and also because it’s the most diverse and international university of applied sciences in the Netherlands.” 

WUP 04/08/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG3: Good Health and Well-being
#SDG17: Partnerships to achieve the Goal
#Internationalisation
#Diversity
#research

 Fun & Culture for Everyone: What’s Happening in Apeldoorn This August

https://www.wittenborg.eu/fun-culture-everyone-whats-happening-apeldoorn-august.htm

 City Hosts DE OPENING Programme Featuring a Variety of Open-Air Events

In August, Apeldoorn transforms into a vibrant cultural hub, with events ranging from music concerts and theatre performances to museum exhibitions, rap battles and more. Here are some of the highlights happening across the city:

A midsummer night’s club

How about kicking off the September academic block with an evening full of fun, good vibes and great music?

On 26 August, starting at 19:00, Van Reekumplein Square will turn into the stage for STUFU, Apeldoorn’s biggest student fest. The programme features lively performances by Billy Dans, Nachtdienst and DJ Riva Soull.

Tickets are € 7.50 and can be purchased here.  

Discover Apeldoorn’s museums

As part of DE OPENING, the new festival marking the national start of the cultural season, Apeldoorn’s museums will host a variety of special events. 

On Saturday, 30 August, CODA (Vosselmanstraat 299) will be open to the public with free admission from 10:00 to 17:00. Everyone is welcome to explore the museum and enjoy art and culture. One highlight is the Paper Art exhibition, showcasing a diverse range of works and techniques – from intricately folded forms to large-scale paper installations. 

The Apeldoorn Centre for Contemporary Culture (ACEC), located at Roggestraat 44, will also open its doors with free admission on 30 August from 12:00 to 21:00. The programme includes live concerts, a festive art parade and the exhibition How = Now 2025, featuring works by more than 100 artists from Gelderland and Overijssel. 

From 29 to 31 August, Oranjepark will be transformed into an open-air museum bursting with stories. This initiative features specially designed installations that offer a surprising blend of art, nature and history. Each container represents a different monument, institution or museum from Apeldoorn: ACEC, CODA, Oranjepark’s Bandstand, Het Loo Palace and the Kröller-Müller Museum.

DE OPENING concerts

Also part of DE OPENING are several concerts taking place across different areas of the city.  

On 29 and 30 August – from 17:30 to 22:30 on Friday and from 15:00 to 22:30 on Saturday – Marktplein (Market Square) will be transformed into a vibrant hub of culture, music and socialising. Friday’s programme features performances by Reitse Machiel, Marc Floor, Matthijn Buwalda and RONDÉ. On Saturday, Marktplein will host the largest silent disco Apeldoorn has ever seen. 

Held at Het Loo Palace on 31 August, Musical Awards: The Kick-Off is a festive evening featuring live previews from several upcoming musicals. The event is organised in collaboration with the Musical Awards Foundation, which promotes and certifies Dutch musical productions. AVROTROS will record the entire programme, which will be broadcast live on NPO 1. Admission is free.  

Hip hop and urban vibes

If you’re into hip hop and street culture, don’t miss the Urban APD Festival on 31 August at Marktplein, from 12:00 to 17:00. The programme includes rap battles, workshops, live performances and more, all with free admission. The event also features the preliminary round of the new city rapper election, along with impressive freestyle demos and high-energy acts.

Open-air theatre  

Apeldoorn’s renowned Orpheus Theatre (Churchillplein 1) will host a series of open-air events from 29 to 30 August, featuring stand-up comedy, spoken word and aerobic performances – all with free entry. 

On 29 and 31 August, the Orpheus Opening Show invites the audience to take the stage in a unique 360° experience, with performances unfolding in unexpected spots throughout the auditorium. More information and tickets are available on the event’s website.

WUP 01/08/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG3: Good Health and Well-being
#Internationalisation
#Diversity
#apeldoorn
#internationalstudent