Digital Communication Skills in a Digital Economy

International cooperation in the digital age

In January 2025, students at HWR Berlin had the opportunity to take part in the COIL project (Collaborative Online International Learning) “Digital Communication Skills in a Digital Economy” - a joint project with the University of Liverpool. The aim was to learn and practically apply digital communication strategies and marketing approaches in an international context. The students worked in intercultural teams to develop innovative AI-based product ideas and presented their results to a panel of experts.

From theory to practice - project process and focal points

The project was divided into two phases: a virtual work phase and a subsequent face-to-face phase in Liverpool. In the first week (January 7 to 9), the focus was on digital communication, personal branding and generative AI. The participants learned about social media marketing, viral marketing and digital networking. At the same time, they worked in international teams to develop a fictitious product, which they then developed further.

The attendance phase in Liverpool (January 17-18) deepened this content through expert presentations and intensive group work. The highlight was the final presentation in the “Dragons' Den” format, in which the students presented their product ideas to a jury of lecturers from both universities. 

„Personally, I learned to work on a project remotely with an international team within a very limited timeframe. It was challenging but incredibly rewarding.“ (HWR student)

Challenges and solution strategies

Intercultural teamwork was a key learning area of the project. Different working methods and communication styles presented the participants with challenges. However, the teams were able to overcome these through clear agreements and open communication.

In addition to intercultural collaboration, the technical implementation also required a great deal of adaptability. Creating websites and digital presentations with the help of AI tools was new territory for many. However, the exchange within the teams helped to share knowledge and find creative solutions. 

Personal added value and career prospects

The feedback from the participants was consistently positive. Many emphasized that they not only gained technical skills in the field of digital marketing and AI, but also strengthened soft skills such as teamwork, self-organization and intercultural communication. 

„The group work was particularly rewarding, as people who barely knew each other had to work together. It required strong teamwork, digital literacy, project management, creative and critical thinking, as well as working under a time crunch.“ (HWR student)

Another plus point was the opportunity to make international contacts and build up a professional network across national borders. The experience gained from the project will not only benefit the participants during their studies, but also in their future careers. 

Conclusion: An experience not to be missed

The COIL project “Digital Communication Skills in a Digital Economy” was a unique opportunity for HWR Berlin students to gain practical knowledge in an international environment. The combination of virtual and physical collaboration, coupled with cutting-edge topics such as generative AI and digital marketing, made the project a valuable part of the course.

The participants agree: anyone who has the opportunity to take part in a COIL project should make the most of it. In addition to professional development, it offers the chance to gain valuable intercultural experience, make new contacts and grow personally.