COIL Collaboration: Marketing Students Explore the Future of Miele's Digital Touchpoints

HLOs:

During the Fall 2023 semester, Bachelor of Commerce – Marketing degree students participated in a Collaborative Online International Learning (COIL) project as part of their Global Marketing course. Guided by Professor Amanpreet Chhina, this collaboration brought together Humber Marketing students, Fontys International Business students from the Netherlands, and Miele Appliance company based in Germany.

The central theme of the project revolved around answering a crucial question for Miele: "What will Miele’s digital retail and its touchpoints look like in 2030?" Divided into ten groups, Humber students delved into primary and secondary data to propose innovative solutions. Simultaneously, Fontys students, working on the same topic, provided insights for the European market.

The research culminated in the delivery of five new digital touchpoints for Miele stores in Canada. The top three teams out of the ten were granted the opportunity to present their findings in a Teams meeting directly to Miele executives in Germany.

This project not only showcased the students' ability to effectively navigate diverse and dynamic environments but also demonstrated their integration of leadership attributes with a global mindset. The approach involved critical thinking, problem-solving, and creative strategies to address current and emerging international business challenges and trends.

The COIL project proved to be a valuable and enjoyable experience for the students, highlighting the significance of international collaboration in academic pursuits.

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