The first Edcom‑branded Blended Intensive Programme (BIP) officially launched on 24 April, as the Fontys AI Campaign Hackathon brought together students from across Europe for a unique, hands‑on learning experience at Fontys Economie in Tilburg.
Organised by five Edcom members and hosted by Fontys University, the programme welcomed participants from several partner institutions, including Prague University of Economics and Business, the Faculty of Journalism and Communication Studies – University of Bucharest, CEU – Cardenal Herrera University, and Sup de Pub Lyon.
The result was a dynamic, international environment where collaboration, experimentation, and innovation were truly at the heart of the experience.
A real brief from KLM Royal Dutch Airline
At the heart of the week was a real client challenge provided by KLM Royal Dutch Airlines. Students were tasked with developing campaign solutions using emerging technologies such as AI, vibe coding, and virtual humans.
The teams focused on the following challenges:
- the introduction of tagless luggage
- bringing a brand book to life through a virtual human
- enhancing the premium lounge experience and driving app downloads
This direct engagement with a leading international brand allowed students to move beyond theory and actively contribute to solving real industry challenges.
The BIP experience through participants’ words
Throughout the week, participants and partners highlighted the value of the experience from different perspectives, underlining both the learning intensity and the impact of collaboration between academia and industry.
Exploring the BIP through students’ words:
As Joep Peeters, Senior Lecturer & Course Manager Creative Advertising at Fontys Hogescholen, explains, the added value of such initiatives and of being part of the Edcom network is clear:
“These initiatives are really powerful because they challenge students on so many levels in a one-week pressure cooker format, culturally, technically and cognitively. It really is a playground for everybody involved, where we can work with the latest technologies and developments without having to consider how they fit into the curriculum, which is normally quite time-intensive and sensitive. Edcom provides the perfect network of universities with a similar mindset, and we can harness the innovation power of multiple universities.”
He also highlights the programme’s role in bridging academia and industry: “It takes away the gap altogether, as we are quite literally moving forward on a brief together.”
From the industry perspective, Jordie Knoppers from KLM Royal Dutch Airlines emphasised the importance of engaging with young talent and gaining fresh insights:
“I think we can learn a lot from this new generation because the ‘aha’ moments are there. We are developing all kinds of customer propositions, mainly based on customer profiles or segments. And as we are quite a premium airline, we are not automatically focused on younger generations. But these are, of course, the new premium travellers, right? So I think that’s the biggest aha moment: gaining insights into what is running in their minds as a generation.”
By bringing together students, universities, and industry partners, the Edcom BIP demonstrates how collaboration can turn learning into real impact, equipping the next generation with the mindset and skills needed to shape the future of the industry.