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Workshop: „Sustainable development and company and product marketing”

One of the objectives of sustainable development is to achieve economic growth, which is possible by increasing the production and sale of goods and services. Interest in individual products is directly dependent on marketing communication, which is an important factor taken into account during the purchasing decision-making process. Therefore, considering the dynamics of changes in consumer behaviour and values, it is crucial to build a message based on aspects of sustainable development, which are particularly appreciated by representatives of Generation Z. The technique of storytelling is precisely what captures the audience’s attention, increases interest in the product and brand, builds bonds between the storyteller and the listener, and encourages reflection by arousing emotions. By creating stories a b o u t the product that focus on issues important to society, it is possible to gain consumer loyalty and communicate the company’s values to the general public.

Workshop: „Sustainable human resource management in enterprises”

Sustainable human resource management (SHRM) involves optimising the satisfaction of the needs of the organisation and the current community without compromising the ability to meet those needs in the future. This points to the need to incorporate environmental and social objectives into the processes of recruitment, selection and staffing, employee development and motivation, as well as employee evaluation. Sustainable HRM should support the company’s sustainable development strategy, strive for fair treatment of employees, enable their comprehensive personal development, ensure their well-being, promote understanding and respect for employee values, and support environmentally friendly organisational practices. This is particularly important from the point of view of international organisations that bring together people from all over the world, whose integration and preservation of identity pose challenges in terms of management psychology, conflict resolution and the shaping of intercultural and interpersonal relationships.

Workshop: „Sustainable development and the protection of national heritage”

National heritage (including cultural heritage, underwater heritage, archaeological heritage, rural heritage, heritage of historic towns, and intangible heritage) forms the core of history, enabling us to learn about events throughout the centuries up to the present day. The protection of national heritage has become a key challenge in order to preserve this history for future generations. It is indisputable that the protection of national heritage requires a balanced approach, as it is essential to preserve monuments in good condition, cultivate customs and traditions, and promote them among the public. The possibility of using heritage for socio-economic development is the foundation of the economies of individual countries rich in such resources, as they are a source of income, a basis for creating products and services, generating jobs and conducting commercial activities. Therefore, it is a crucial task for sustainable regional development.

Workshop: „Sustainable development in the tourism sector”

Tourism services are becoming increasingly popular with the public every year, but meeting the growing demand for „sightseeing” should be done while striving to minimise the negative impact of tourism on the natural environment (ecological objective) and local culture (social objective), while generating employment for local residents (economic goal). This has given rise to the concept of sustainable tourism, which supports cultural heritage, contributes to intercultural development and ensures long-term socio-economic benefits. The implementation of sustainable development principles in the tourism industry requires the involvement of public authorities, businesses and the local community. A helpful tool in the implementation of sustainable tourism solutions are indicators for destination management and monitoring, which can be developed using the case study method and by familiarising oneself with practices in this area.

Workshop: „Sustainable development in the public and private sectors, with particular emphasis on higher education institutions”

Sustainable development concerns the activities of all types of organisations, both private and public. However, the public sector should be a model for the implementation of practices in the field of economic growth, social progress and respect for the environment, as the activities of public organisations serve the public interest. Higher education institutions, which conduct empirical research on sustainable development and develop the theoretical foundations of this concept, can be particularly important precursors and trendsetters. Cooperation between public entities and the business sector is also desirable, as it makes it possible to establish a specific roadmap for the use of sustainable solutions in everyday activities and for ensuring corporate social responsibility. Public-private partnerships can therefore contribute to balanced and sustainable development by striving to optimise ways of meeting the needs of society.

https://pef.mendelu.cz/en/sustainable-project-brno

University of Opole, 3-5 December 2025, more…

The project is a response to the need to develop the internationalisation process of all partners, update teaching methods in response to the contemporary challenges of the international labour market, and develop a new formula for building student competences and testing it in practical conditions. In particular, it will bring measurable results to two Polish universities in terms of internationalising their teaching and research processes.

The aim of the project is to develop key competences for the labour market and sustainable development through student participation in international workshops, practical tasks in a multicultural group, and study visits to international companies. Forty-five students from Poland, the Czech Republic, Spain, Kosovo, and Albania will take part in the project. Building students’ awareness and competences will take place within the framework of jointly conducted workshops, each of which will be an opportunity for students to encounter the different business culture of the host country. Students will also coorganise an event in their own country, which will allow them to develop organisational skills in the context of international cooperation. The students will be accompanied by a research team collecting data for a report on the skills development programme.

The results of the project include studies forming part of the competence development programme, an e-learning course covering the topics of the workshops and ensuring the sustainability of the project, a report on qualitative and quantitative research on the competence development programme and sustainable development in business in Spain and Poland, as well as highly rated international open access publications.

In order to enable the workshops in Task 1 to be conducted, five expert studies entitled „Assumptions and methods of conducting workshops…” will be prepared, containing a description of the 15-hour workshops, learning outcomes, methods of verifying learning outcomes, forms of student work, a description of the competences acquired and the tools used in the competence development process. The material will be used by trainers during the implementation of tasks 2-6, and then, after modifications, it will be included in the collective study.

Student reports from the workshops will include descriptions of the activities carried out and the objectives achieved, as well as examples of adaptations enabling the same learning outcomes to be achieved when the workshop is carried out in a different context, e.g. in another country. The material will be disseminated on the websites of partner universities as an example of teaching innovation and then partially included in the collective study.

In the long term, the project creates conditions for multilateral cooperation between partners and opens up opportunities for its intensification in the areas of research (joint publications, conferences, research programmes) and academic teaching (e.g. mutual offering of e-learning workshops to complement traditional teaching).