The COIL Online Digital Collaboration Project for English enables students to take part in the AdVantage AI: The Smart Advertising Challenge: an international project involving students from Amsterdam University of Applied Sciences (Netherlands), Università Cattolica del Sacro Cuore (Italy), and NOIDA & Symbiosis Centre for Management Studies (India).
Through research activities, case study analysis, and multicultural teamwork, students explore the role of Artificial Intelligence in contemporary marketing and advertising. The project examines the impact of AI-driven advertising strategies on consumer behaviour, whilst encouraging critical reflection on ethical aspects such as privacy, transparency, and trust. Furthermore, COIL fosters the development of transferable skills, including international collaboration, intercultural communication, and problem-solving. The programme concludes with a final online challenge where teams present their analysis.
What our students say:
Margherita
This experience was still very useful and meaningful. It helped me understand that working in an international team requires flexibility, patience, and responsibility. I also learned that collaboration depends more on individuals than on cultural stereotypes. This project helped me develop communication skills, resilience, and a better understanding of how multicultural teamwork works in reality.
Filippo
This project has taught me that the success of a virtual collaboration is not guaranteed by technology or numbers alone, but by the ability to team up with those who share the same goals. The dedication and the steady collaboration shown by my team-mates were the true factors that allowed us to overcome the inertia of other components. I leave this experience with a greater awareness of leadership dynamics and a deep respect for the partners who, despite the difficulties, worked hard for the excellence of the project.
Partner University:
Amsterdam School of International Business (Amsterdam, Paesi Bassi)
Assigend Professor UC:
Professor Jane Christopher (jane.christopher1@unicatt.it)
Coordintor of activities for UC students:
Lucia Arnò (lucia.arno@unicatt.it)
Target students
Aimed at students of:
- Third year of the Bahelor in Scienze Linguistiche (Milan campus)
- Third year of the Bachelor in Scienze Linguistiche per le Relazioni Internazionali (Milan campus)
- 1st year of the Laurea Magistrale in Scienze Linguistiche (Milan campus)
Dates:
February - April 2027
Application deadline:
15 January 2027
Programme Fee:
€ 50,00
Credits:
The programme will award 4 credit points for elective Other Academic Activities (there will be no grade out of 30), to be included in your study plan as ‘international activity’.
Participants will find the instructions for completing the Programme Plan in the “Documents” section of the International Mobility Portal Dashboard.
In addition, the recognition of 1 extra ECTS credit for international activities is provided.