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Students shape ZukLOS
The ZukLOS team is working with students and regional stakeholders on a marketing strategy for the 'Future Learning Location Upper Lusatia'.
Participatory planning for the future of higher education plays a central role at Zittau/Görlitz University of Applied Sciences. Through its strategic initiative “Zukunftslernort Oberlausitz” (ZukLOS), the university administration aims to establish a region-wide “learning hub for the future” that brings together people of all generations through a variety of teaching, learning, and social spaces, strengthens regional networking, and inspires young people to engage with topics relevant to the future of Upper Lusatia.
Our students, staff, and professors play a key role in this participatory process. Last semester, for example, students in the bachelor’s program“International Business Communication (WMb22)” at the Faculty of Managerial and Cultural Studies provided active support to the ZukLOS team as part of their “E-Marketing” module in developing the brand for the Upper Lusatia Learning Hub of the Future.
Workshop on ZukLOS Brand Development Held with Regional Stakeholders
On November 23 and 24, 2023, a total of about 30 regional stakeholders, students, and HSZG staff members participated in a workshop on ZukLOS brand development. Representatives from various institutions and companies were involved in the brand development of the “Zukunftslernort Oberlausitz,” including the Richard-von-Schlieben High School in Zittau, the Center for Data-Intensive Systems Research in Görlitz (CASUS), the District Parents’ Council of Görlitz, the Görlitz district itself, the Development Company of Lower Silesian Upper Lusatia GmbH (ENO), as well as the Dresden Chamber of Industry and Commerce, the Dresden Chamber of Crafts, and Siemens Energy Global GmbH & Co. KG.
The workshop initially served to provide an update on the progress made in establishing extracurricular STEM learning centers. Subsequently, Collective Brain, a marketing agency with an office in Herrnhut, among other locations, supported the participants in developing a comprehensive brand strategy and a mission statement for the Upper Lusatia Future Learning Center (ZukLOS). The focus was on ZukLOS’s shared vision and values.
The workshop marks a crucial milestone on the path to establishing ZukLOS as a region-wide Future Learning Center in Upper Lusatia. Through close collaboration between regional stakeholders, students, and staff at the Zittau/Görlitz University of Applied Sciences, along with professional guidance from Collective Brain, a solid foundation was laid to position ZukLOS as a place of innovation, learning, and inspiration.
The Upper Lusatia Future Learning Center (ZukLOS) is intended not only to foster enthusiasm for STEM subjects but also to strengthen the educational landscape and enhance the appeal of our region, particularly for families moving here. The brand-building workshop for ZukLOS was therefore of great importance. Our students in the “International Business Communication (WMb22)” degree programme were not only able to contribute their own ideas but also gained practical experience and learned a great deal by working on a real-world case study with guidance from a professional marketing agency. This fills me with particular joy.
”Results from the First Day of the Workshop
On the first day of the ZukLOS brand-building workshop, key steps were taken to define the brand’s future direction and positioning. The participants began with a round of introductions, followed by an analysis of ZukLOS’s current status and the identification of its strengths, weaknesses, and unique selling points. After the lunch break, regional extracurricular STEM education was analyzed to account for external influences, followed by discussions on the optimal positioning of ZukLOS within the educational landscape of Upper Lusatia.
Results of the Second Day of the Workshop
On the second day of the workshop, students in the bachelor’s program“International Business Communication (WMb22)” made a significant contribution to brand development. To begin, Collective Brain summarized the results of the first day of the workshop to establish a solid foundation for the discussion. The students then worked closely with staff from ZukLOS and Collective Brain to create personas for ZukLOS’s key target groups in small groups. These included college students, teachers, high school students, seniors, parents, and businesses. Based on these personas, a basic marketing concept was developed that took into account the needs and desires of the various target groups. Communication goals—particularly for the website content—were defined to ensure that ZukLOS’s messages are presented clearly and engagingly. Finally, the key findings of the workshop were summarized, and an outlook on possible next steps was provided.
As part of the ZukLOS project, I was finally able to use the skills I had acquired during my studies. Through Collective Brain, we developed a precise understanding of the target groups and were able to make adjustments to the website to meet their needs. The positive experience with ZukLOS has inspired me to want to continue working on the project even after completing the modules. Not only do I see great potential in the website itself, but I see the whole project as something that is urgently needed in the three-country region.
”In the course of the ZUKLOS project, I was not only able to get to know the way Collective Brain works, but also to create a website or part of a website myself. This professional perspective quickly made me realize how realistic our work and the whole project was.
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Students continue to develop the results of the workshop
After completing the two-day ZukLOS workshop, the students continued their work as part of their E-Marketing class / course. Their assignment was to develop ideas and concrete proposals for the design of the ZukLOS website and to implement them in TYPO 3. In their project work, the students actively applied the knowledge they had gained from the “E-Marketing” module, particularly in the area of strategic website development. On January 18, 2024, the students proudly presented their results to the Vice President for Education and International Affairs, Professor Keil; Mr. Tiller from the ZukLOS team; their instructor, Mr. Benad; and Collective Brain, and concluded by reflecting together on the learning and work process.
The work on this project underlines the importance of constructivist learning, which goes far beyond the traditional teaching of theory. By actively involving the students in the design of the ZukLOS website, we were able to strengthen their self-efficacy and offer them valuable operational experience in the field of project management of online projects. This approach not only encourages a hands-on mentality, but also prepares students to take on future challenges in an ever-changing professional environment. Their contributions and involvement in the e-marketing module have hopefully contributed to the development of a digital brand identity that authentically reflects the vision and values of ZukLOS. This experience demonstrates that constructivist learning combined with practical application provides a strong foundation for the personal and professional development of our students.
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The university administration and the ZukLOS team would like to extend their sincere thanks to the students in the bachelor’s program“International Business Communication (WMb22)” for their outstanding support in developing the ZukLOS brand. During the 2023–2024 winter semester, students in the“E-Marketing”class learned the fundamentals of e-marketing—such as digital marketing strategies and tools—and gained insights into current trends and developments in digital marketing. The students then used this newly acquired knowledge to develop and implement their own ideas for ZukLOS’s digital brand identity.
Special thanks go to Mr. Sebastian Benad, M.A., for his outstanding professional guidance and continuous support of the students throughout the entire work process. As a lecturer with a specified function at our university, Mr. Benad, M.A., shared his many years of professional and practical experience in the field of online communication with great dedication and expertise.
The team at Collective Brain also deserves our sincere thanks for the careful planning and successful execution of a two-day workshop on the development and design of ZukLOS’s brand identity. Their collaboration with selected regional stakeholders and our students was invaluable. We would also like to thank them for their valuable guidance and ongoing support of the students as they developed and implemented their design concepts for the website as part of the class / course.
We would also like to express our heartfelt thanks to the workshop participants for their active engagement and numerous inspiring suggestions. Their contributions will play a significant role in the further development of the ZukLOS brand identity.
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