Safa’a, what makes XU different from other universities?
At normal universities, it is mainly theory that is taught. Of course, we can’t do without theory, but we focus on practice. We ask the students very concrete questions: How do we apply what we have previously learned in theory?
Why is practical knowledge so important?
Because this is the only way we can make students fit for the job market. In our practical projects, they work with real companies and organisations. They can apply what they have learned together with the companies. In addition, the students can find out in practical work whether this job really suits them and which areas they fit into with their skills. They also find these experiences very helpful and valuable themselves.
What practical projects were there this semester?
This year we have deliberately chosen three very different projects that enable different learning processes. For an online marketing agency, the students produced promotional videos as well as posts on Facebook and LinkedIn to promote their new course offering as well as the company in general. In addition, we created YouTube and TikTok profiles for XU University as well as content for both channels. Finally, in the third project, we provided public relations and user communication support for an innovative learning platform that works with the help of quiz questions and flashcards.
What skills can the students take away from the three projects?
We taught the theoretical content to the students first. In our projects, it was now very specifically about analysing the situation of a company and asking what it needs to prepare and implement successful digital marketing. We developed social media management as well as content strategies and thought about how we create content and implement it into our strategy.
But the students were also able to gain important experience beyond the subject matter: What does sensible time and project management look like? How do I work successfully in a team? And: How do I cooperate with the management of a company? Basically, the students are now ready to start a job in social media marketing.
And the added value for the company side?
Recently we had the final presentations of our projects together with the partners involved. Their feedback was excellent, also because the projects were very successful. The companies have gained customers and know exactly what they have to do in the field of digital marketing in the next six months because our students have drawn up a kind of roadmap for them.
But the companies benefit in another way: The demand for well-trained digital marketing experts remains high and they can introduce themselves to potential job applicants. One partner even offered one of our students a job directly. The contract has already been signed.