Sapir Communication Students on an Academic Delegation to Stuttgart

In October, nine students from the Department of Communication at Sapir Academic College took part in a week-long academic delegation to Hochschule der Medien (HdM) in Stuttgart, Germany. The delegation was led by lecturer Roy Ben-Ami, as part of the course “Cross-Cultural Marketing: Branding, Innovation & AI in a Global Era”.

During the week, the students worked in mixed teams with HdM students. Each team chose an international brand and explored how the same brand is experienced differently by Israeli and German consumers: how they relate to it, how they buy it, and how the brand communicates with each audience.
The programme included visits to the AI xpress Startup Centre, Motorworld Böblingen, the Mercedes-Benz Museum, the design studio Roman Klis Design and 5Stripes Gaming & VR, as well as lectures and workshops on the HdM campus. The week ended with the teams presenting their work.

“The students’ biggest insight was that we are more alike than we think,” says Roy Ben-Ami. “The shared experience, the conversations and the friendships that formed were the most meaningful learning of all.”
Special thanks to Helmut Wittenzellner and the HdM International Office for their warm hospitality.