BEGIN:VCALENDAR VERSION:2.0 PRODID:-//ACE2-EU European University - ECPv6.17.0//NONSGML v1.0//EN CALSCALE:GREGORIAN METHOD:PUBLISH X-WR-CALNAME:ACE2-EU European University X-ORIGINAL-URL:https://www.ace2eu.eu X-WR-CALDESC:Events for ACE2-EU European University REFRESH-INTERVAL;VALUE=DURATION:PT1H X-Robots-Tag:noindex X-PUBLISHED-TTL:PT1H BEGIN:VTIMEZONE TZID:UTC BEGIN:STANDARD TZOFFSETFROM:+0000 TZOFFSETTO:+0000 TZNAME:UTC DTSTART:20260101T000000 END:STANDARD END:VTIMEZONE BEGIN:VEVENT DTSTART;VALUE=DATE:20270118 DTEND;VALUE=DATE:20270123 DTSTAMP:20260807T142226Z CREATED:20260804T082603Z LAST-MODIFIED:20260807T142226Z UID:19243-1800230400-1800662399@www.ace2eu.eu SUMMARY:Creating Multichannel Brand Experiences: Interactive Beer Labels\, Augmented Reality and Performance Marketing DESCRIPTION:« All Events\n \n \n \n \n \n Creating Multichannel Brand Experiences: Interactive Beer Labels\, Augmented Reality and Performance Marketing \n \n \n \n \n \n 18 January 2027\n\n \n \n - \n\n 22 January 2027\n\n \n \n \n \n \n \n \n \n \n \n \n –Course Type: BIPDuration: 70 hours (total workload)Dates: Online component: December 2026 (pre-programme) · 26 January 2027 (final online presentation & assessment) · On-site component: 18–22 January 2027\, Villach\, AustriaCredits: 3 ECTS credits and a certificate of attendance How can a traditional product become an interactive and measurable brand experience? In this international\, challenge-based course\, students collaborate with Hirter Brewery to create innovative multichannel marketing experiences for a special-edition beer product. Working in interdisciplinary teams\, participants design interactive beer labels that combine creative storytelling\, augmented reality (AR) and performance-marketing strategies. \n \n \n \n \n \n \n \n \n \n \n 1. Organising Institutions & Partners\n \n 1. Organising Institutions & Partners Carinthia University of Applied Sciences: FH-Prof. Dr. Bernhard Guetz\, Mag. Martin Schellrat\, Albert Luger\, M.A. Partner Institutions: Santarém Polytechnic University (Prof. João Cabral)\, Universidad Francisco de Vitoria (Prof. Maribel Castro Diaz)\, Latvian Academy of Culture (Prof. Aija Lūse) External stakeholder: Hirter Brewery (Privatbrauerei Hirt\, Austria) – one of Austria’s most established independent breweries\, providing the real-world challenge for the course. www.hirterbier.at/en \n \n \n \n \n \n \n \n 2. Course Overview & Aims\n \n The challenge focuses on transforming a conventional beer label into a digital touchpoint that connects consumers with engaging content and measurable marketing interactions. Students explore how technologies such as augmented reality\, QR-code tracking and digital engagement analytics can enhance customer experiences and provide valuable insights for brands. By addressing a real business challenge\, participants gain practical experience in digital-marketing innovation\, customer-experience design\, branding and data-driven decision-making\, while collaborating in an international and interdisciplinary environment. Aims: connect a traditional product with emerging digital technologies · design physical-digital customer experiences · apply augmented reality and performance marketing to a real brief · foster international\, interdisciplinary teamwork · develop data-driven\, measurable marketing thinking · deliver a professional pitch to industry stakeholders. \n \n \n \n \n \n \n \n 3. Learning Journey\n \n 1. Online preparatory phase (December 2026) – Participants explore key concepts of multichannel marketing\, interactive brand experiences\, augmented-reality applications and performance marketing. International teams are formed\, and students take part in guided discussions\, stakeholder briefings and preparatory assignments. 2. On-site mobility week (18–22 January 2027 · Villach\, Austria) – Workshops\, design sprints\, stakeholder interactions and challenge-based project work on the Hirter Brewery challenge. Teams develop concepts for special-edition beer labels linked to occasions such as Mother’s Day or Father’s Day\, integrating interactive elements\, AR experiences and performance-marketing mechanisms. Students refine their concepts\, receive expert feedback and prepare a final pitch. 3. Follow-up & reflection (26 January 2027) – Teams present their final concepts online and assess them with the stakeholders\, reflecting on how interactive technologies can contribute to contemporary marketing strategies. \n \n \n \n \n \n \n \n 4. Learning Objectives & Outcomes\n \n Learning Objectives: Analyse the role of multichannel marketing in contemporary customer journeys.Explore the potential of augmented reality for customer engagement and brand communication.Apply performance-marketing principles to real-world campaign challenges.Design innovative physical-digital customer experiences.Develop creative solutions for an industry partner.Collaborate effectively within international and interdisciplinary teams.Evaluate consumer-engagement strategies using measurable marketing indicators. Learning Outcomes – by the end of the course\, students will be able to: Design an interactive product experience that combines physical packaging with digital engagement.Develop marketing concepts that integrate augmented reality and performance-marketing principles.Apply tracking and measurement approaches to evaluate campaign success.Create innovative customer-experience solutions for a real business challenge.Present and justify strategic marketing decisions to stakeholders.Work effectively in international and interdisciplinary project teams.Reflect critically on the opportunities and limitations of emerging marketing technologies.\n \n \n \n \n \n \n \n 5. Who should attend\n \n Open to undergraduate and postgraduate students from ACE²-EU partner universities\, particularly those studying or interested in: Marketing and digital marketing · Business administration and business psychology · Communication sciences and media studies · Design and creative industries · Innovation and entrepreneurship · Information technology and related disciplines. Especially good fit for students interested in: digital marketing and customer-experience design · branding and multichannel communication · augmented reality and emerging technologies · interactive product and service experiences · creative campaign development · consumer engagement\, behaviour and performance-marketing analytics · data-driven decision-making and interactive digital storytelling · real-world industry challenges and international teamwork. Recommended Language Level: English B1–B2 (mandatory\, as English is the working language of ACE²-EU courses). \n \n \n \n \n \n \n \n 6. Application Process\n \n Interested applicants should apply here: https://forms.gle/kiNfcYGzEGm1kEhu7 A notification of acceptance to participate will be sent to successful applicants by the host institution. Prior to the start of the course\, participants will receive a welcome email from the ACE²-EU Alliance with detailed instructions specific to the course. \n \n \n \n \n \n \n \n 7. Further Information\n \n FH-Prof. Dr. Bernhard Guetz – guetz@cuas.at \n \n \n \n \n \n \n \n \n \n\n \n Add to calendar \n \n \n\n \n \n \n Google Calendar\n\n \n iCalendar\n\n \n Outlook 365\n\n \n Outlook Live\n\n \n \n\n \n \n\n \n \n \n \n \n \n \n\n ARC Knowledge Creation Team Workshop #6 Healthy Aging and Community Interventions: Co‑Creating Impactful Alliance‑Wide Research Projects \n\n\n \n \n Culture Traineeship Programme for Staff \n\n \n\n \n \n \n \n \n \n \n \n \n \n\n Categories: \n Student Opportunities URL:https://www.ace2eu.eu/event/creating-multichannel-brand-experiences-interactive-beer-labels-augmented-reality-and-performance-marketing/ CATEGORIES:Student Opportunities ATTACH;FMTTYPE=image/png:https://www.ace2eu.eu/wp-content/uploads/2026/08/Cakendar-website-1-scaled.png END:VEVENT END:VCALENDAR