International Business Communication: Learning Through Real-World Projects

Here, studying also means developing marketing concepts for real companies, gaining international experience, and discovering your own professional interests. Prof. Dr. Falk Maiwald and student Lisa discuss how this works in the bachelor’s program in International Business Communication at Zittau/Görlitz University of Applied Sciences in an interview with host Victoria Hohlfeld. The discussion also covers personalized academic advising and the degree programme’s realignment for the 2026–27 winter semester.

“We’re not practice-oriented; we’re practice-integrated,” explains Prof. Falk Maiwald in the podcast. Lisa illustrates what this means using the example of an online marketing challenge with the University of Leipzig. In this challenge, students develop their own concepts for a real company, implement them within a budget, and then evaluate the results. Such projects make it possible to apply theoretical knowledge directly and take on responsibility. At the same time, the program offers students the opportunity to try new things and learn from their mistakes.

In addition to economic and communication fundamentals, foreign languages and intercultural skills play an important role. A semester abroad, which is an integral part of the program, offers the opportunity to get to know other Universities, countries, and ways of working. Students can choose their own areas of focus within two specialization tracks: Digital Market and Communication Management, and Organizational and Transformation Communication. The thoughtful use of artificial intelligence is also part of the program.

In the podcast, Prof. Falk Maiwald and Lisa also discuss personalized support in small study groups, life in Görlitz, and potential career paths—ranging from online marketing to public relations and project management. In the new episode of hi@hszg, Lisa shares her experiences during her studies, explains why she chose Görlitz, and discusses how she envisions her professional future.