The Erasmus+ teaching visit to Universiti Utara Malaysia (UUM), hosted by the School of Tourism, Hospitality and Event Management (STHEM), took place from 6 to 10 April 2026. The visit was carried out by the Vice-Dean and lecturer of the Advertising and Communication Department of the Faculty of Business Management, Aušra Turčinskaitė-Balčiūnienė, and the Head of the Training and Cooperation Development Division, lecturer of Innovation Management Department, Laima Paraukienė.
The Erasmus+ teaching visit featured lectures on creativity and business innovation, as well as creative ideation sessions based on the “Creative Platform” methodology, engaging more than 200 students from tourism management, hospitality, and event marketing programmes. The interactive approach fostered practical problem-solving skills and encouraged students to apply international perspectives to real-world challenges.
In addition, a seminar was organised for over 40 students and academic staff. The session included a presentation of VIKO, insights into motivating Generation Z and Alpha students, and strategies for engaging Gen Z employees in the workplace. Furthermore, an Erasmus+ project “INTELLIGENT: INnovative TEaching and LearnIng of GENeraTions Z and Alpha in Higher Education” (No. 2024-1-LT01-KA220-HED-000256404) coordinated by VIKO was introduced, highlighting its key research findings and the methodological framework developed within the project.
In parallel, meetings with UUM academic and administrative staff focused on research collaboration, opportunities for delivering joint online lectures, knowledge sharing in business, marketing, and management fields, as well as future joint initiatives. A roundtable discussion with representatives from Alor Setar municipality, tourism and hospitality associations, and industry professionals addressed challenges in local tourism development and explored strategies to enhance the attractiveness of the Kedah region for both domestic and international visitors.
