Next-Gen Content
This Blended Intensive Programme (BIP) is jointly coordinated by NHL Stenden University of Applied Sciences (NHLS), Howest University of Applied Sciences (HOWEST), “Dunărea de Jos” University of Galați (UGAL), Polytechnic University of Cávado and Ave (UPCA) and University of Leiria and Oeste (ULO).
In this BIP students learn to create online media content for the next generations. They get to know the Gen Z and Gen Alpha as target audiences while exploring their media behaviour, as well as new trends and formats. Based on these insights, students will develop engaging and innovative content products. All this for a client who finds it challenging to engage with these specific target groups.
The BIP programme offers dynamic online sessions focusing on topics such as media trends, creative techniques and approaches to engaging different target audiences. By combining practical work with theory and technological developments, students will have the opportunity to experiment and to test new possibilities and applications. Students will use this knowledge to develop innovative media concepts aimed at reaching and engaging their intended target audience.
Throughout the BIP programme, students will develop skills in teamwork, research, ideation and presentation. This will prepare them for real-world innovation challenges within destination marketing, where reaching and engaging diverse target audiences plays an important role.
11th of February 2027 to 19th of March 2027
English
To be defined by each home institution. In general terms, most students will have this RUN-EU E+BIP certified in the Diploma Supplement, as a minimal condition upon approval from their study programmes.
This BIP is open to Associate Degree and Bachelor students within the RUN-EU network.
Please contact the International Office or RUN-EU Office at your home institution for more information.
Programme at a glance
This session includes programme introduction, getting to know each other, forming international teams and introduction to Gen Z & Alpha, media behaviour and the Next-Gen Content challenge.
This session includes client briefing and Q&A, connecting audience insights to the client challenge and formulating a clear problem definition and "How Might We" question.
This session includes tuning in to a lecture related to Semiotics.
This session includes generating and selecting ideas.
Refining the concept direction, dividing responsibilities and preparing materials and a prototype plan.
09:00 – 12:00 CET | Inspirational lectures & sessions
Expert sessions, workshops and inspiration related to Next-Gen Content.
12:00 – 14:00 CET | Coaching & group work
International teams work on their project with support from coaches and experts.
14:00 – 17:00 CET | Fieldwork & content creation
Students explore Leeuwarden, visit relevant locations and organisations, conduct fieldwork and create, prototype or test content in the city.
Programme Outline:
Monday 08 March 2027
Theme: "PROTOTYPE: Explore & Create"
• Welcome to NHL Stenden, RUN-EU introduction and programme kick-off.
• Inspirational session: Photography
• Coaching and group work: teams translate their online concept direction into a concrete prototype plan.
• Fieldwork: Discover Leeuwarden through the eyes of Gen Z & Gen Alpha – exploring locations, gathering material and creating first content.
Tuesday 09 March 2027
Theme: "PROTOTYPE: Story & Content"
• Inspirational sessions on Video and audience engagement.
• Coaching and group work: developing the concept and first content prototypes.
• Fieldwork/content creation in Leeuwarden: photography, video, interviews and social-first content.
Wednesday 10 March 2027
Theme: "PROTOTYPE: Next-Gen Creation"
• Inspirational workshops on topics such as AI & new technologies and visual storytelling.
• Coaching and group work: applying new skills to the team concept.
• Content creation: teams use Leeuwarden, the studio and edit facilities to develop their prototypes.
Thursday 11 March 2027
Theme: "TEST: Test & Improve"
• Inspirational session: Testing Content – from feedback to improvement.
• Coaching and group work: preparing prototypes for testing and defining what teams want to learn.
• Fieldwork: testing content/prototypes with the target audience, gathering feedback and improving the final concept.
• Final preparation for the pitch.
• Joint international dinner in the evening.
Friday 12 March 2027
Theme: "PITCH: Next-Gen Content Showcase"
• Next-Gen Content Showcase: final team pitches to Visit Leeuwarden, RUN-EU partners and coaches.
• Presentation of concept, created content/prototypes and test insights.
• Feedback from client and coaches.
• Reflection, evaluation and official closing.
• Departure.
After the in-person week, teams work independently and self-paced to incorporate the feedback received from all stakeholders.
Individual Reflection:
Each participant completes their individual reflection.
This session includes reflections and exchanges of learning experiences leading to personal and professional development. Final submission on the 19th of March 2027 closes the programme.
Learning outcomes
By the end of this Erasmus+ Blended Intensive Programme, learners will be able to:
- Understand the online content usage, barriers and preferences of the next generations Gen Z and Gen Alpha.
- Understand and apply the 5 steps of design thinking in the creative product process.
- Understand a new target group and their needs and ethics in (media) content creation.
- Develop a creative concept based on theoretical knowledge and insights into the new online trends.
- Develop in an intercultural context, a working relationship with students, lecturers and other stakeholders and contribute to an atmosphere of trust.
- Learn how to pitch their concepts to the client in a convincing and well-substantiated manner, based on a briefing.
- Compare (elements of) professional practice in their home country with (elements of) professional practice in other countries.
Selection criteria
Selection will be based on interest and motivation for the topic.
Involved organisations and persons
"Dunarea de Jos" University of Galați
Partner Organisation- Marius Tuca (Instructor)
Howest University of Applied Sciences
Partner Organisation- Caroline Baert (Instructor)
- Lieselot Vandamme (Instructor)
NHL Stenden University of Applied Sciences
Lead Organisation, Host Organisation- Angela Dijkstra (Lead Instructor)
Polytechnic University of Cávado and Ave
Partner Organisation- Ana Moreno (Instructor)
University of Leiria and Oeste
Partner Organisation- Catarina Menezes (Instructor)
- Leonel Brites (Instructor)
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them. Grant Agreement Number: 101124674
