AI in Higher Education: MBA Thesis Analyses Opportunities and Threats of New Tools 

https://www.wittenborg.eu/ai-higher-education-mba-thesis-analyses-opportunities-and-threats-new-tools.htm

Rabee Jilani’s Study Reveals Importance of Human-Centred Approach

With AI-based tools playing an increasingly important role in every sphere of life, what threats and opportunities do these technologies pose to the higher education sector? 

That is the question that Iranian graduate Rabee Jilani sought to answer in her master’s thesis. Rabee, who recently completed a Master of Business Administration (MBA) in Education at Wittenborg, explains that she chose this topic based on her experiences as both a teacher and a student. “During my first semester at Wittenborg, I became familiar with AI-based tools, which were a new topic for the school. At the same time, as a French teacher, I saw the potential for students to use AI in their learning process. So, the more I stay up to date in this field, the better I can integrate AI into my classroom.” 

Having adopted a quantitative approach, the researcher distributed an electronic questionnaire, which was completed by 145 students from three Dutch universities of applied sciences. Among other topics, the questions addressed how respondents perceive the user-friendliness of AI-based tool interfaces, whether AI makes academic tasks easier and more effective, and how quickly and effectively students can complete tasks using AI systems. 

The results showed a positive relationship between AI-based tools and the enhancement of students’ skills, including academic performance, knowledge acquisition and knowledge application. However, the effect was moderate, suggesting that other factors should be considered to maximise the effectiveness of AI tools. “AI tools can be seen as facilitators in the process of improving students’ skills in higher education, as education is a human-centred endeavour. The study reveals that about 50% of the improvements in students’ skills depend on factors beyond artificial intelligence. Therefore, combining AI with human capabilities can make the learning process more effective,” Rabee underlines. 

The graduate recommends that the higher education sector continuously review the functions of various types of artificial intelligence and introduce the most suitable tools to students. “In addition to using these technologies to facilitate learning, AI can also be used to measure and evaluate students’ skill levels,” she says. 

Rabee advises current students to choose a thesis topic that aligns with their career, experience and interests. Now that she has graduated, she plans to continue building on her skills and career. “I want to improve my Dutch language skills, as well as my knowledge in teaching and technology, so that I can become a French teacher at a school in the Netherlands, just as I was in Iran,” she remarks.

WUP 04/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG4: Quality Education
#Internationalisation
#Diversity
#internationalstudent
#research

Meet Wittenborg’s IAAP Members: Marina Dabić

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-marina-dabic.htm

Croatian Scholar Underlines Importance of Support and Knowledge Sharing in Academia

For Marina Dabić, joining Wittenborg’s International Academic Advisory Panel (IAAP) four years ago was a way to exchange experiences and connect with other highly qualified professionals. “Together, we are stronger,” she sums up.  

Dabić, from Croatia, completed a PhD in Economics and Business at the University of Zagreb, where she is a tenured professor. She also holds a tenured position at the University of Dubrovnik, and has worked as a researcher and educator in Slovenia, France and previously in the UK. 

Dabić has published over 230 papers in respected journals, served on editorial boards and was listed among the top 2% of scientists in business and management by Stanford University for three consecutive years. Her research spans innovation, technology management, knowledge sharing, and female and immigrant entrepreneurship. 

Additionally, she has sought to create synergies between teaching, research and accreditation throughout her career. Dabić serves as an AACSB mentor, is a peer review team member for EFMD accreditation, and has been a panel member for the European Research Council since 2023. 

Despite her achievements, the educator remains forward looking. When reflecting on Wittenborg’s trajectory, she praises its steady progress and emphasises the importance of accreditation. “The school is progressing every year, which is evident and great. Some key steps for the institution are accreditations by AACSB and EFMD.” 

One of the biggest influences in her career has been Michael Harvey, whose philosophy of ‘paying it forward’ has resonated with her. “Knowledge sharing and support are values that I try to uphold in my career.” 

Outside of academia, Dabić finds inspiration in literature. She recommends Hemingway’s ‘The Old Man and the Sea’ not just for its story, but for its soul. “In a world that often chases quick rewards and instant success, this novel reminds us of a deeper truth: that struggle is not a failure, and that dignity lies in how we endure, not just what we achieve. Santiago, the old fisherman, never loses his will, discipline or respect for life. Even when life seems to beat you down, your spirit remains yours alone – unbroken and unconquerable,” she concludes.  

WUP 03/072025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG17: Partnerships to achieve the Goal
#SDG4: Quality Education
#Internationalisation
#highered
#research
#accreditation

July in Amsterdam: Sun, Sounds & Seriously Good Vibes 

https://www.wittenborg.eu/july-amsterdam-sun-sounds-seriously-good-vibes.htm

July in Amsterdam is buzzing with festivals, celebrations and more

Looking for the best things happening in Amsterdam this July? From colourful parades and buzzing food festivals to open-air gigs and cinema under the stars, there’s plenty to keep you entertained all month long. 

Celebrate Culture and Community

For a real taste of Amsterdam’s diversity, don’t miss the Kwaku Festival running from 12 July to 3 August in Nelson Mandela Park. It’s a fantastic celebration of food, music and culture from all over the world – perfect for dancing and soaking up those summer vibes.

The famous Pride March on 26 July kicks off at Amstelveld and marches through the city to Vondelpark. There are also street parties, performances and the iconic canal parade, turning the whole city into a sea of colour.

Another standout is Keti Koti on 1 July, which marks the abolition of slavery in Suriname and the Dutch Antilles. Join the Bigi Spikri parade in traditional dress from Waterlooplein to Oosterpark, followed by a remembrance ceremony and a full day of music at Museumplein.

Food, Drink and Open-Air Feasting

If you love food, TREK Festival at Amstelpark from 4 to 6 July is a must. Picture food trucks serving everything from sushi to vegan bites, with live music and theatre adding to the festival vibe. It’s casual, it’s tasty, and it’s the perfect way to spend a summer day.

Later in the month, the Amsterdam Terrassen Festival takes over Rembrandtpark from 24 to 27 July. Expect pop-up terraces from top local restaurants, summer cocktails, and tunes playing all day long. There’s something for everyone, whether you’re chasing a chilled drink or dancing till sunset.

Fancy exploring the city’s historic heart? The Wallen Festival on 5 and 6 July offers more than 70 events throughout the Red Light District, including food tastings, live music and unique workshops inside historic buildings and hidden spots. It’s a brilliant way to see a different side of the neighbourhood.

Music and Summer Performances

There’s music for every taste this July. The Vondelpark Open Air Theatre runs free weekend shows all summer long – with dance on Fridays, family shows on Saturdays, comedy on Saturday evenings and a mix of classical and pop on Sundays. Just turn up, pay what you can and enjoy.

De Parade is back at Martin Luther King Park from 25 July to 10 August with its iconic travelling theatre festival. You’ll find short, creative performances spanning theatre, dance and live music, alongside great food and drinks in a playful park setting.

If you’re in the mood for smaller-scale gigs, head to the waterfront terrace at Muziekgebouw aan ’t IJ. Their Summer Terrace Concerts happen every Friday to Sunday with DJ sets before and after intimate live performances – perfect for a laid-back summer evening by the water.

Big Festival Energy

Festival season is in full swing, with something happening almost every weekend. From Guilty Pleasure and Vunzige Deuntjes to Verknipt, Macumba and No Art, there’s plenty on offer if you’re after basslines and big energy.

The Milkshake Festival on 26 and 27 July at Westerpark is a real highlight – an inclusive celebration of love, music and identity with outrageously fun outfits, great acts and a brilliant crowd.

If you’re into electronic music, don’t miss Awakenings or Dekmantel, which kicks off on 30 July and runs into August with a world-class line-up and serious dance credentials.

Cinema and Summer Nights

Tuesday nights are made for Films With a View at Pllek. This beloved open-air cinema runs until September, screening films by the water with headphones, deck chairs and sunset views. Just grab your ticket, check the weather, and settle in for a film under the stars.

As part of Pride Week, there’s also free open-air cinema popping up at Mercatorplein and Gershwinplein on 31 July and 1 August. With 400 seats, it’s a lovely way to wind down after a long day in the sun.

And for something a bit unexpected, Artis Summer Nights return every Saturday. Amsterdam’s zoo stays open late with live music, drinks and a unique chance to wander through the park after dark. It’s perfect for families, couples or just anyone who fancies a magical evening among the animals.

WUP 02/07/2025 
by Erene Roux 
©WUAS Press 

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

Music, Fun, Art and Sunshine: Make the Most of Apeldoorn in July 

https://www.wittenborg.eu/music-fun-art-and-sunshine-make-most-apeldoorn-july.htm

City’s Attractions Include Street Markets, Festivals and Open-air Concerts

Summer is here, the weather is warm, and if you're spending July in Apeldoorn, there are all kinds of attractions to enjoy your vacation. Check out the list we've prepared and get ready for some fun!  

Discover Apeldoorn’s street markets

Throughout the month, the city will be filled with street markets offering a wide variety of products. Every Thursday evening, starting on 3 July, the Veluwe Evening Market will take place from 18:00 to 21:15 in the centre of Beekbergen village, around the Reformed Church (Kerkweg 35). This is a unique opportunity to watch traditional crafts such as wool spinning and clog making, taste delicious regional dishes and enjoy atmospheric live music. 

To make your life a bit sweeter, visit the Uddel Bee Market (Garderenseweg 33) on Saturday, 5 July, from 09:00 to 15:00. The market will feature around 60 stalls where regional entrepreneurs sell their products. In addition to various types of honey, you will find plenty of other environmentally friendly and sustainable items. 

Also in the centre of Uddel, on 29 July from 14:00 to 21:00, the Summer Market will host more than 110 stalls, offering books, clothes, food and traditional Dutch treats like oliebollen and poffertjes. 

Apeldoorn’s famous Antiques and Curios Market, the largest of its kind in the Netherlands, will be held on 17 and 31 July, from 09:00 to 16:30. In the heart of the city, on Market Square, antique dealers, collectors and traders from the Netherlands, Belgium and Germany will offer unique finds. Plenty of food and drink options will also be available. 

Music, laughs and fun

Various open-air festivals and concerts will turn Apeldoorn into a giant stage this July. Every Sunday afternoon, Oranjepark will host events featuring a mix of styles, including blues, country, rock, jazz and more. You can check the full programme online. 

If you’re in the mood for laughter, acrobatics and artistry, don’t miss the spectacular show Crêpes de la Bête by the group Hirondelles, taking place on 5 July from 16:30 to 18:00 at Balsemien 19. Admission is free and the performance is part of the Orpheus Treats series by Theatre Orpheus. 

On 13 July, from 14:00 to 22:00, City Beach SOAP (Vlijtseweg 100) will host Apeldoorn Celebrates Summer – The Opening Party, filled with beach vibes, entertainment and non-stop music by Bonnie St. Claire, Mart Hoogkamer, Mara Julia and DJ Meggy V. Tickets cost € 24.50 and are available on the event’s website. 

From 20 July to 31 August, GIGANT (Nieuwstraat 377) will host the CityOasis festival every Sunday, from 14:00 to 22:00, with free admission. The event features refreshing drinks, delicious food, silent discos and live music every week. 

To enjoy the summer heat with some classic Brazilian tunes from the 1970s and 1980s, don’t miss Femke Smit’s quartet performing on 12 July from 16:30 to 18:00 at Da Capo (Eksterweg 71–73). With a repertoire that includes music by Tom Jobim, Milton Nascimento, Chico Buarque, Ivan Lins and others, the concert is also part of the Orpheus Treats series. 

A royal summer

From 5 July to 31 August, Het Loo Palace will offer special summer activities, including outdoor games like archery and giant Jenga, as well as exhibitions such as The Oranges and Tegenspel. As a bonus, summer concerts will take place every weekend from 22 July to 21 August. For tickets and more information, click here.   

Colour and creativity

The beautiful nature and colours of the Veluwe region are the focus of the photography exhibition ‘FELWA – Nature in Transition’, on view at CODA Apeldoorn (Vosselmanstraat 299) until 26 October. Featuring photographs by Arja Hop and Peter Svenson, the exhibition highlights the region’s unique plants, trees, flowers and landscapes. Tickets can be purchased here.   

For those interested in painting and Dutch art history, another highlight is the exhibition ‘Charley Toorop. Love for Van Gogh’, at the Kröller-Müller Museum (Houtkampweg 6, Otterlo). Showcasing the work of Charley Toorop, strongly influenced by Vincent van Gogh, the exhibition offers insight into her powerful visual language and artistic legacy. To learn more and buy your ticket, visit the museum’s website.

WUP 01/07/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Master’s Thesis Analyses AI Acceptance Among MBA Students in the Netherlands

https://www.wittenborg.eu/masters-thesis-analyses-ai-acceptance-among-mba-students-netherlands.htm

Research by Enes Karaboga Shows Perceived Usefulness as Key Driver of Acceptance

As Artificial Intelligence (AI) evolves and brings groundbreaking changes to education and business, students must adapt and prepare for the future. To better understand how they are navigating this shift, Wittenborg graduate Enes Karaboga, originally from Turkey, wrote his master’s thesis on AI acceptance among Master of Business Administration (MBA) students in the Netherlands. 

“As future business leaders, MBA students need to understand AI to improve their decision-making and efficiency. I also chose this topic to connect my academic learning with real-world business needs,” says Karaboga, who recently completed an MBA in Data Analytics. 

His study is based on the Technology Acceptance Model 2 (TAM2), an improved version of the original Technology Acceptance Model (TAM), that incorporates social influences, including factors such as subjective norms, image, job relevance, output quality and result demonstrability. As such, the newer model goes beyond the original, which focused specifically on technology-related factors rather than broader behavioural aspects. 

To gather data for this research, Karaboga relied on a survey that was administered to 79 Wittenborg MBA students. Among other topics, the questions explored how useful and easy respondents find AI tools, whether their classmates and lecturers encourage their use, how relevant and reliable students consider AI for academic tasks, and whether those who use AI technologies are seen as more innovative. 

The study finds that the main factor driving students to adopt AI is its perceived usefulness, whether for research, writing or decision-making. The respondents were less likely to be influenced by peers or lecturers.  

“MBA students appeared to base acceptance on their own evaluations instead of external pressures. On a similar note, the research indicates that MBA students might not consider AI to be a status-enhancing element in academic settings. This contrasts with workplace studies. There, subjective norms often play a larger role because of company policies and expectations. Additionally, the pressure to use AI by colleagues often amplifies the effect of peer behaviour in work environments,” Karaboga explains. 

The graduate highlights that researching Artificial Intelligence and its adoption is highly enjoyable, adding that it will be a key area of research in the near future. “I encourage all students to become familiar with AI, as it will greatly impact their careers. In the future, I plan to integrate AI tools into my workplace to streamline tasks, improve decision-making and enhance overall efficiency.” 

Karaboga encourages students working on theses and graduation assignments to organise their ideas clearly, focusing on practical outcomes and making sure their research is relevant to both their studies and future careers. “In other words, the projects they are going after should have potential implications in both school and business,” he concludes. 

WUP 30/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Wittenborg Alumnus Oleg Voronin Talks AI, Ethics and Data Careers

https://www.wittenborg.eu/wittenborg-alumnus-oleg-voronin-talks-ai-ethics-and-data-careers.htm

Turning Data into Opportunity: AI, Ethics and Career Insights from a Wittenborg Alumnus  

On 19 June, Wittenborg welcomed back alumnus Oleg Voronin to its Amsterdam study location, for a guest lecture that gave students more than just insights into artificial intelligence and data ethics – it gave them real-life tools to approach the job market with clarity and confidence.

Oleg, who has a background in chemistry and works as a Business Intelligence Analyst at Incotec Europe B.V., part of Croda’s Life Sciences division, focused his talk on the intersection of AI, machine learning, business strategy and ethics, with a special spotlight on the agriculture industry in the Netherlands.

Why Agriculture?

Oleg explained that his company plays a vital role in global sustainable agriculture, offering advanced seed enhancement technologies for vegetables and field crops. 

“In the Netherlands, there are a lot of agricultural companies. This is a massive opportunity for you to find a great job,” he said, noting that the Netherlands is the third-largest agricultural exporter globally. 

To illustrate the impact of data in agriculture, Oleg shared a striking example: “One gram of tomato seeds costs more than one gram of gold. Why? Because one seed can produce between 120 to 150 kilos of tomatoes. Imagine the efficiency – that’s why the cost of this seed is higher than gold.” 

He walked students through the three main areas of the agricultural business: seeds, seed enhancement, and growing. Each of these, he said, relies heavily on data analysis and market forecasting. 

“Imagine you have a massive green field,” he said. “Is it a good idea to sow cucumbers, tomatoes or aubergines? You first need to do a good market analysis. And if your customer – for example Albert Heijn – requires 100 kilos of tomatoes every two weeks, you need to plan your production around that or you lose money.” 

The Real-World Relevance of Your Degree

Throughout the lecture, Oleg encouraged students to take what they’ve learnt at Wittenborg seriously. 

“During your statistics course here, there are several instruments you use. Believe me, everything you’ve learnt in statistics is very important. This is real life. These are not academic things that you will not use,” he said. 

He emphasised that data and business analysts are needed in almost every sector today – from agriculture to logistics and finance. 

“Everyone requires data analysts at this point in time. There are a lot of innovations in Europe. The opportunities are there – you just have to go and find them.” 

Don’t Just Learn the Tools – Understand the Business

Oleg also offered practical advice on what really matters when applying for jobs. 

“They won’t pay you because you know Python, Power BI or Qlik,” he said. “They will pay you because you can find problems and give solutions. It is important to know your instruments, yes, but the most important thing is to understand the business.” 

He added that understanding how to communicate across departments – from marketing and production to supply chain and R&D – is essential. “In small companies, people like to work within their own departments. You will see this constantly. As a data or business analyst, you’ll have a lot of discussions with different stakeholders. Rely on your previous experience.” 

Speaking frankly about the job market, Oleg told students to consider both their strengths and their competitors’ weaknesses. 

“All of you have different backgrounds. You’ll compete for data analyst positions with people who studied quantum physics or applied mathematics. You might lose out on the maths or technical knowledge. But you have something powerful – you understand the process.” 

He credited his own career success not to his statistical ability, but to his background in chemistry and understanding of how business works. 

“I landed this job not because I was good at statistics, but because success was based on my previous experience. Think about your current experience. If you have engineering experience and you see a position at a greenhouse in data analytics, you can connect your knowledge to energy consumption or energy supply. Don’t underestimate your previous experience.” 

Creating Opportunities and Staying Practical

Oleg closed the lecture with a motivational message: 

“There’s always a small chance you will land in a company – but you need to create opportunities. Look at the most active industries – choose six and identify where you want to work.” 

He reminded students that failure is part of success.

“You believe I have a success story, but I have failed more than you have tried.” 

He encouraged students to stay practical, pursue local certifications, learn Dutch, and even referenced classic business literature like Philip Kotler’s marketing principles as essential reading. 

“Almost everything I learnt at Wittenborg, I’m using right now. Try to connect the things you’ve learnt here to make your job interview successful.” 

Academic Reflections

Nikita Pahwa, Assistant Professor of Applied Sciences, reflected on the importance of the session for students entering their final block. 

“For many students it is the last block of their study, so we end with some real handy tips for the job market,” she said. She also highlighted how Oleg’s lecture reinforced the real-world value of the curriculum. 

“He emphasised the importance of understanding the nuances of finance, marketing, business, supply chain and statistics when preparing and presenting job applications. Effectively showcasing what is taught at the business school and linking it to specific business needs can be instrumental in achieving success in today’s job market.”

WUP27/06/2025 
by Erene Roux 
©WUAS Press

Tags
#SDG4: Quality Education
#Internationalisation
#SDG8: Decent Work and Economic Growth
#Diversity
#highered
#internationalstudent

Meet Wittenborg's IAAP Members: Erik Devos

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-erik-devos.htm

Sharing Knowledge Across Continents to Help Business Education Evolve

Erik Devos may live and work in the United States, but his connection to Wittenborg runs deep. A Dutch native with extensive academic and professional experience, Devos joined the International Academic Advisory Panel (IAAP) a year ago, aiming to contribute to the school’s international growth while also gaining valuable insights for his own institution. 

“I’ve been associated with Wittenborg for a few years, starting with the AACSB accreditation process. Wittenborg is a special higher education institution. Its mission and approach to education speak to me as a fellow business school leader in a totally different country. I think there is much to learn from each other,” he explains.  

Devos received his PhD in Finance from Binghamton University, after completing his master’s degree in Financial Economics at Erasmus University Rotterdam. Now based at the University of Texas at El Paso, where he serves as Senior Associate Dean and Professor of Finance, the scholar brings many years of academic expertise to the panel. His research spans both real estate and corporate finance, and he has published in high-profile journals such as ‘Review of Financial Studies’ and ‘Real Estate Economics’. He also serves on the editorial boards of several journals and is actively involved with finance and real estate associations worldwide. 

According to Devos, Wittenborg’s strengths lie in its adaptability and its international outlook. “Its capability to evolve alongside an ever-changing business world, through curriculum innovation and student experiences, is second to none,” he says. 

Looking ahead, Devos sees Wittenborg continuing to develop future business leaders who are equipped to thrive in a rapidly evolving global landscape. “The world is changing fast, and so are the demands on business education. Wittenborg is well-positioned to be an example of how to prepare students from all over the world.” 

Reflecting on his journey in international education, he emphasises the importance of collaboration across borders. “It has been really interesting and surprising that while we are in a competitive environment, we all seem to be working together with educators, staff and administrators very willing to support each other across university and country borders.” 

One of the scholar’s biggest influences has been his dissertation advisor, Upinder Dhillon. “He showed me what it means to be an academic and later, when he became Dean, what it means to be a good administrator. The basics are simple: be genuine, be fair and truly care about everything you do.” 

In addition to his professional career, Devos is passionate about traveling. "Travel exposes us to new cultures, people and perspectives. It truly enriches one's life, and I’m fortunate that my work allows me to meet fascinating people from around the world," he says. 

And when asked about a book recommendation for students, he doesn’t hesitate: John von Neumann - The Scientific Genius Who Pioneered the Modern Computer, Game Theory, Nuclear Deterrence, and Much More by Norman Macrae. “It’s a fascinating read that shows how one doesn’t need to focus on just one field. Great minds can contribute in many areas, and that’s a powerful message for any student today.”

WUP 25/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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

Stars Aligned: Wittenborg Receives Certificates from QS Stars Rating 

https://www.wittenborg.eu/stars-aligned-wittenborg-receives-certificates-qs-stars-rating.htm

CEO Maggie Feng Represents School at QS Higher Ed Summit: Europe 2025

Wittenborg is now officially a QS Stars-rated higher education institution. From 16 to 17 June, CEO Maggie Feng attended the QS Higher Ed Summit: Europe 2025 in Porto, Portugal, where she received the QS Stars certificates on behalf of the school.  

Wittenborg has been awarded the maximum 5-Star rating in two strategic areas: Employability and Good Governance. In addition, the institution received an overall 4-Star rating. 

The QS Stars system, administered by Quacquarelli Symonds (QS), evaluates higher education institutions worldwide through a comprehensive framework that goes beyond traditional rankings. Rather than comparing universities against one another, it assesses their strengths across a broad range of criteria, including teaching, employability, facilities, global engagement and governance. 

Wittenborg began the evaluation process in 2024 as part of its broader strategy to strengthen quality assurance and enhance international recognition. 

According to Feng, the recognition is highly positive and provides the school with even greater visibility. “It is yet another acknowledgement from an independent global organisation that evaluates universities. QS Stars is well known and trusted by agents, parents and students, so this is very important for us. However, it only reflects what we have achieved so far and will not stop us from continuing to improve and further develop our institution,” she said. 

Held at the Vilar Oporto Hotel, the event brought together higher education professionals from 56 countries and featured a series of talks by speakers representing various institutions. Feng’s session, titled ‘Diversity as Strategy: Building Inclusive Institutions to Drive Global Competitiveness’, focused on Wittenborg’s approach and discussed why Diversity, Equity and Inclusion (DEI) should be integrated into institutions’ internationalisation strategies, curricula, hiring policies and research agendas. 

Wittenborg’s CEO noted that the session by QS Senior Vice President Ben Sowter was particularly insightful, featuring a discussion on key challenges faced by Europe, such as an ageing population and the need to attract more international talent. 

“Another highlight was the speech by QS Executive Director Selma Dröfn Toohey. She encouraged all of us, as higher education leaders, to use our collective voices to shape the three P’s: Policy, Perception and Projection. She also called on universities and business schools to communicate the value of international students, not only in terms of their contribution to society, but also their economic impact at both national and global levels. This aligns with Wittenborg’s purpose and philosophy,” Feng concluded.

WUP 24/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#SDG16: Peace, Justice and Strong Institutions
#SDG4: Quality Education
#Internationalisation
#Diversity
#Ethics
#highered
#research

Study by Wittenborg Researcher Analyses Attitude Changes in Festival Participants 

https://www.wittenborg.eu/study-wittenborg-researcher-analyses-attitude-changes-festival-participants.htm

Adam Jones' Book Chapter Proposes New Methodology Based on Participatory Research

Wittenborg Associate Professor Adam Jones is the co-author of a study proposing a new methodology for assessing changes in attitude among participants of community festivals. The work, co-authored with University of Brighton Senior Lecturer Mandy Curtis, was published as a book chapter titled ‘Measuring Attitudinal Change in Community Light Festivals’ in Routledge’s ‘Reimagining Community Festivals and Events’. 

The chapter delves into the experiences of participants in two new community light festivals in the United Kingdom: Bexhill After Dark in East Sussex and University of East London (UEL) After Dark. Both events were designed to engage local communities in new and interactive ways, transforming familiar public spaces through performance, projection and street theatre. Their primary objective was not only to entertain, but also to foster a sense of community ownership and pride, as well as revitalise the areas where they were held. Moreover, both festivals were firmly grounded in community participation and audience development.  

Held in 2022, the first Bexhill After Dark festival attracted an audience of 12,000 and was successfully delivered by the local events company 18 Hours. Later, the organisers were approached by the University of East London (UEL) to develop a similar event involving multiple university departments, students and the wider community. A UEL student committee was formed and played an active role in organising the University of East London After Dark festival. 

According to Jones, while many have researched event experience in terms of motivation and satisfaction, attitudes to events have not received the same level of attention. “The approach taken in this research is an evaluation process linked to expectation, with participants’ attitudes being measured before and after their participation in the festival,” he highlighted.  

The researcher added that the primary assessments of events and festivals are economic evaluations, with quantitative metrics used as the main vehicle to assess their value within policy contexts. “This hegemony of economic impacts is challenged with a desire to understand the social impacts of events and festivals. Due to their novel qualities on personal, social, cultural and political as well as economic aspects of people’s lives, there is a need to develop methods that evaluate the totality of the contribution they make.” 

Through the method of participatory research, conducted in partnership with the community organisations responsible for organising the light festivals, the authors selected diverse groups of participants. For Bexhill After Dark, these included mobility scooter users, local skateboarders and young neurodivergent individuals, while the other group consisted of university students at all levels who were part of the UEL After Dark organising committee. 

To collect data for the study, the researchers used a mixed-methods approach that included having participants express their expectations through writing or drawing, sorting photographs, ranking statements and voting on them. Moreover, the authors also relied on observation, note-taking and recording the output from the activities, including group discussions. The data was collected before, during and after the festivals to ensure that participants’ evolving attitudes were tracked.  

The findings show raised awareness and a positive change in attitudes towards the value of events for local engagement through community festivals. There was an increased understanding and appreciation by participants of the benefits of community festival evidenced through their energy and enthusiasm before and after participation, their contributions and the sophistication of language in their discussion. After participation, they wrote considerably more and contributed a greater number of points. One of the main points highlighted by participants was that to gain community support, event organisers should plan to support all forms of accessibility, irrespective of economic constraints or physical ability. 

However, the research also outlines that, despite participation in the festival, there is still limited understanding of the time and effort involved in delivering events, with no significant change in attitudes toward the positive cultural regeneration and employment opportunities provided by community events. There remains an attitude that community festivals are a volunteer-led activity that does not provide any significant skills, artistic and professional development, or employment opportunity. 

Jones underlined that using participatory research comes with its challenges, such as ensuring that community members and community-based organisations are empowered as equal partners in planning and conducting the research. “There needs to be a concerted effort to ensure that there is an appropriate mix of participants and that the space and place provide a supportive, non-judgmental equitable opportunity for inclusion. Despite these concerns, the benefits of participatory research are the possibility of meaningful, empowered, co-created accounts that address critical community festival matters, find possible solutions and support better, more grounded inclusive policy and decisions,” he concluded.

WUP 23/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

Tags
#Internationalisation
#research
#SDG10: Reduced Inequality
#SDG17: Partnerships to achieve the Goal
#Diversity
#Impact Statement

Meet Wittenborg’s IAAP Members: Ajay Manrai

https://www.wittenborg.eu/meet-wittenborgs-iaap-members-ajay-manrai.htm

Marketing Expert Has Extensive Experience in Teaching and Research

With a long and distinguished academic career, Dr Ajay Manrai has published 119 research articles and received numerous awards, honours and grants for excellence in research and teaching. Originally from India, where he earned a bachelor’s degree in Technology in Mechanical Engineering and an MBA in Marketing, Manrai completed his PhD in Marketing at the Kellogg Graduate School of Management in the United States in 1986. Currently, he is a professor of marketing at the University of Delaware’s Lerner College of Business and Economics.  

Having recently joined Wittenborg’s International Academic Advisory Panel (IAAP), Manrai says that he is thrilled to contribute to the school’s future growth and success. “Wittenborg is among the most international schools compared to other institutions offering MBA programmes worldwide. I am impressed by its diversity, inclusiveness and quality of faculty, staff and students. With AACSB accreditation, Wittenborg will be even more competitive, which will help it shine and grow in the future. Moreover, its research focus and output will increase.” 

Some of the most significant influences in the professor’s life include his father, his professors and PhD advisors Dr Philip Kotler and Dr Prabhakant Sinha at the Kellogg School of Management, Northwestern University, and D.C. Anand, founder of the Anand Group of companies in India. 

According to Manrai, the most valuable lesson he has learned throughout his career is that to succeed in international education, one must follow the 4 Ps: “You have to be pliant (flexible), passionate, persistent and patient,” he emphasises.  

In addition to his career, the professor loves to travel, meet new people and try different cuisines. “I have been to more than 150 countries and all seven continents. Besides travelling, meeting people and making friends, I am passionate about the growth and success of the ‘Journal of Global Marketing’, where I serve as Editor-in-Chief,” he concludes.  

WUP 20/06/2025 
by Ulisses Sawczuk 
©WUAS Press 

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