From the 8^th to 9^th of May, IULM International Week 2025 – the 5^th edition of the event centred primarily on the theme of Communication and attended by a plethora of brilliant guest lecturers – has made a splashing return.

What’s Iulm International Week?

The last month of spring brings to the table an event named ‘IULM International Week’, returning once again to the stage, inviting any and all interested students of the institute to participate. As the title suggests, this particular event entails a one-of-a-kind opportunity for IULM students to gather insights, and expand their knowledge in dozens of disciplines from the communication field – such as, intercultural communication, AI, and social media, to name a few.

Insights from IULM : what International Week had in store for wisdom-seekers

Digital leadership by Rainer Zeichardt

Just like in previous years, the lineup for IULM International Week 2025 was extensive, with highlights worth mentioning. One of them “Digital Leadership, Media and Power in the Digital Age” featured leading specialist in digital-era leadership, Rainer Zeichardt – from BSP Business & Law School, Germany. He explored how power dynamics have shifted, due to the continuous rise of AI and social media – tools which leaders nowadays have to strategically use more than before, to navigate challenges and maintain the competitive edge.

Cultural Intelligence in Communication by Zeynep Aksoy

There was no shortage of insightful events at IULM International Week, as there was a variety to choose from. An interactive lecture “Culture Intelligence: Effective Communication in a Diverse World” – led by Zeynep Aksoy from Izmir University of Economics, Turkey -, brought to light key aspects of Cultural Intelligence. The session emphasized how communication can be improved across cultures, primarily by engaging with individuals from diverse backgrounds, and simultaneously recognising biases – an important step in overcoming two challenging and persistent barriers, stereotyping and prejudice.

How to effectively reach your audience by Rafael Vega Jimenez

Another fascinating event, titled “The Best Way to Reach Your Audience: Go Where They Are” delivered key takeaways on the ever-changing communication trends. This session – led by Rafael Vega Jimenez from Centro Universitario EUSA, Spain – delved into how the transitions of content consumption are prompting media professionals to re-evaluate the ways they connect with their audiences. Jimenez further sparked reflection on more innovative ways to reach the public targets – with the aid of case studies and online communities -, which is a pressing matter given the fast-evolving market as of late.

Creativity in PR by Rudiger Theilmann

Moving on from the topic of communication towards creativity and design, there is more to cover. For instance, a class on creativity by a professor from Leeds Beckett University in UK dived into the questions of what does it mean to be creative. Additionally, Rudiger Theilmann talked about why the use of artificial intelligence needs a creative mind and how it can assist public relations professionals. Thus, the lecture was useful for quite a broad audience, providing engaging examples and interactive discussions. 

Social marketing by Heini Taiminen

Another interesting speech was given by a professor from University of Jyväskylä in Finland. Heini Taiminen allowed us to dive deeper into how to make more effective communication to change people’s behaviors for the better. She explored the fundamentals of social marketing, its core principles, and its usage for communication strategies. Moreover, the main themes covered included focusing on customer-centered communication, prioritizing behavior change and developing strong value propositions. 

Additionally, before the lecture students were provided with a printed social marketing checklist. Being a part of the Finnish Social Marketing Guidebook, it provides great insights about process and ethical principles of social marketing.

The Intelligent Pitch by Chaseten Remillard 

The topic of the usage of AI in PR and writing of pitches was explored by a professor from Royal Roads University in Canada. He provided a very persuasive presentation talking about the rules for creating impactful pitches. Thus, he also showed that AI can be a tool that enhances pitches by making them more data-driven and personalized. Covering key fields like storytelling with AI, effective design principles, research and personalization and pitch delivery, the professor was able to engage students into insightful discussions. Moreover, many examples of useful AI tools and websites were provided for further studies and practical experience.

Visual Branding and Emotional Responses by Daniel  Hilleberg

Similarly, another great lecture was done by Daniel Hilleberg, a visual designer from Zealand (Sjællands Erhvervsakademi), Denmark. He was able to introduce the VERT Test (Visual Emotional Response Test) – an intuitive, structured method for testing immediate visual reactions to brands, advertising and product design. By analysing a specific example with logos for the banks in Denmark, students were able to understand how the user testing works and apply it immediately. Moreover, the lecture was insightful for a huge variety of fields varying from design to communication studies.

^{Featured image : Maryia Valashchuk (Ph)}