Good practice:

Multicultural marketing as a tool for sharing the knowledge and best practises

The goal of the practice was to prepare the students and teachers for a complete European life in their region by promoting and communicating both the cultural uniqueness of the countries in the region and their common traits. This represents the key principle of multicultural marketing. The goal has been approached by the special curriculum on schools by special trainings for the teachers, by organizing special multicultural events and providing possibilities for multicultural visits and information exchange. To enable the students and teachers to effectively communicate and take advantage of the given possibilities language courses were established. Activities were aimed to cross the international boundaries, improve the learning potential of the students, connect the cultures and create a single central European identity.
To make the practice even more enriching for the participants and to enrich the education for both students and teachers, many workshops, project days, conferences and learning literature were provided. To prepare students for their work life, international internships were
provided.

The overall budget of the project was: 677,730.00€
No detailed information regarding the amount of funding used to run the practice is available.

The utilization of international and multicultural marketing and its aspects led to the creation of many collaborative relationships and collaborations. The communication of the desired message went without large problems and addressed the right segment. The desired outcomes of the practice were reached. The desired marketing goal was also reached by organizing campaigns, stand-ups and actions both in Vienna and Bratislava.

The right selection of the main players in the practise and then the additional stakeholder is a key component of success. The creation of tangible list of activities that is constantly being checked an potentially updated based on the feedback is also crucial for the overall success.

The main idea of the practice being promoted to all stakeholders is that to successfully create a European or central European identity, an active meeting between the cultures with positive experiences must be encouraged. This process can be achieved with relatively small costs and create a positive synergy for regions when done right. The practice shows the combination of the multicultural aspect with other aspects such as education, language skills, or real working experience. This approach can be used as an inclusive tool in mobility planning to ensure a multicultural approach, which may lead to increased engagement and cooperation with citizens and stakeholders.