The Blended Intensive Programme “Reimagining Marketing in the Digital Age” explores how digital transformation, artificial intelligence, and data analytics are redefining marketing theory and practice across Europe. In a rapidly evolving communication landscape, where automation and algorithms increasingly shape consumer behaviour and strategic decision-making, this programme invites students and academics to critically engage with the opportunities and challenges of digital marketing.

Developed within the Erasmus+ framework, the programme brings together universities and lecturers from several European countries to create a shared learning experience that combines academic research, applied innovation, and intercultural collaboration. It reflects the European commitment to fostering digital literacy, ethical responsibility, and sustainable transformation within business and communication disciplines.

Participants are encouraged to think beyond traditional marketing models, integrating perspectives from communication, management, and data science. Through a blend of theoretical discussion and project-based learning, they will explore how digital ecosystems are reshaping relationships between brands, consumers, and society.

Key Objectives

• Critically examine the evolution of marketing theories in the digital era.
• Analyse the impact of AI, machine learning, and automation on research and professional practice.
• Develop collaborative research projects using mixed methods and academic rigor.
• Integrate approaches from marketing, IT, and communication studies into brand and content strategies.
• Promote ethical literacy regarding data, privacy, and compliance with the GDPR.

Learning Outcomes

• Deep understanding of digital transformation and its implications for contemporary marketing.
• Ability to apply analytics and AI to support strategic decision-making and optimise performance.
• Competence in designing and conducting research with scientific quality and methodological soundness.
• Strengthened critical thinking, creativity, and intercultural collaboration skills.