From September 8–12, second-year students of the Sales and Marketing program at Kauno kolegija Higher Education Institution Faculty of Business had an exceptional opportunity: they gained insights from an international-level expert, Dr Michael Bahles, a lecturer at the Business and Law School in Berlin, Germany. For the third consecutive year, the brand strategist has visited the Department of Communication to lead students through an intensive practical course as part of the Marketing Management module.

Students faced a real and current challenge: how to adapt a new brand – Corny Protein bars, currently sold in Germany – for the international market. This was not just a learning project: the company is actively seeking ideas for international expansion, so the best student strategies will be presented to the Corny Protein marketing team. Later, Berlin students will face a similar task.

Throughout the week, students worked in teams, delving daily into theoretical lectures, market research, competitor and consumer analysis. Based on this data, they developed international communication strategies, proposed marketing tools, created visual concepts, and prepared advertising clips and visual materials.

‘This is not just lectures – it’s the real pace of business. Intense, lots of work, a bit of stress, but at the same time a highly motivating experience,’ said Dr Bahles.

A global-level brand strategist

Dr Michael Bahles has over a decade of experience in international advertising, brand consulting, and strategic planning. His professional background includes working at agencies such as Leagas Delaney Prague, where he was responsible for Škoda’s international communications, and Greenkern in Berlin, where he provided strategic consultancy for Volkswagen and American Express brands. He has also developed campaigns for Allianz and SEAT, collaborated with giants like NIVEA, Intel, Kia, and Google, and advised Renault, L’Oréal, and Zurich Insurance. This diverse experience allows students to view marketing not only from a theoretical perspective but also through the lens of real international business.

Business reality through students’ eyes

According to Dr Bahles, this course offers a glimpse of what students can expect in their future careers: ‘For example, working at L’Oréal or Volkswagen involves a very intense work rhythm – you start early, finish late, and the responsibilities are significant. But it’s motivating and gives you a sense of pride. Your careers will be similar – lots of work, disciplined systems, and constant pressure.’ Students confirmed that the week was intense but also inspiring.

‘It was a fun, though very time-pressured, experience. I realized how much can be accomplished in a week. Yes, perhaps with more time we could have done even more, but it was exactly that time constraint that motivated us,’ shared one second-year student after the presentations.

Dr Bahles emphasised that a short preparation time is not always a disadvantage: ‘Sometimes a result achieved in three weeks is no better than one done in just one week. In business, the result matters most, not how long the process took.’

Global marketing challenges – already in an academic setting

Practical activities like this have become an integral part of studies at Kauno kolegija HEI Faculty of Business. They provide future specialists not only with the opportunity to apply knowledge but also to experience real business challenges, helping them prepare for careers in an international environment.

As the students themselves say – ‘intense, but worth it.’ This is not just practice; it is a true investment in a competitive future.