Students from different bachelor and master degree programmes at IMC Krems recently returned from a two-week Blended Intensive Programme (BIP) in Lithuania, supported by Erasmus+. As part of a Future Skills module “VR/AR Innovative Applications for Example Companies”, they joined the course “Innovative VR/AR Marketing Applications” at Kaunas University of Technology.
Story
IMC Krems students develop VR and AR marketing solutions in Lithuania
The BIP brought together students from different countries and academic backgrounds. From IMC Krems, students from the bachelor degree programmes StartUp Management, Tourism and Leisure Management, Unternehmensführung und Digitales Management and Sustainability Management, as well as the master degree programme OMICS Technologies and Data Science in Biomedicine, took part. This interdisciplinary setting created a dynamic learning environment and encouraged the exchange of different perspectives.
Developing solutions for real partner companies
During the BIP, students worked in international teams on real challenges provided by partner companies. The goal was to develop innovative ideas, refine them through continuous feedback and present them as functional prototypes. The focus was not only on creativity, but also on turning ideas into realistic solutions ready for the market. Students strengthened their presentation skills, learned how to pitch ideas effectively and gained valuable insights into collaborative project work.
Turning ideas into real applications
One of the projects was developed by Todor Dimitrov, a student in the bachelor degree programme StartUp Management. Together with his team, he created a virtual reality (VR) storytelling experience for the Lithuanian brewery Volfas Engelman. The concept allows users to explore the journey “from grain to glass” in an interactive and immersive way. By combining storytelling with technology, the project aimed to create a stronger emotional connection between consumers and the brand.
Marketing strategy and team collaboration
Within the team, Todor focused on marketing and communication. His responsibilities included structuring and designing presentations, pitching the concept and developing the overall marketing strategy. This role required balancing creative ideas with strategic thinking and aligning the concept with the expectations of the partner company and the target audience.
Transforming creative ideas into practical solutions
Over the two weeks, the project evolved significantly. What started as a broad concept became a structured and user-centred experience with a clear narrative and practical relevance. One of the main challenges was to balance innovation with feasibility. Students had to consider aspects such as user experience, costs and implementation in a real business context.
Prototypes come to life
The final presentation marked a key milestone of the programme. Students presented not only their concepts, but also working prototypes. This hands-on approach made the ideas tangible and demonstrated how innovative concepts can be put into practice. The opportunity to present directly to partners added further value to the experience.
International exchange and cultural experience
Beyond the academic work, the BIP also offered valuable opportunities for international exchange. Students collaborated with peers from different countries, built new connections and experienced Lithuanian culture first-hand. This combination of professional and personal development made the experience particularly meaningful.
Tourism and Leisure Management
Unternehmensführung und Digitales Management