RSU students implement practical marketing project with Latvian Art Directors Club and Circle K

Photo: Courtesy of the RSU Faculty of Social Sciences

The Rīga Stradiņš University (RSU) Faculty of Social Sciences has completed a specially designed practical module as part of the study course Consumer Behaviour. Its aim was to provide students with the opportunity to work on real-world creative industry tasks in close collaboration with the Latvian Art Directors Club (LADC) and the company Circle K.

The study module took place from 24 February to 20 March, concluding with student project presentations and the awarding of the best teams, who will receive invitations to ADwards – one of the most significant creative industry events in Latvia.

This initiative is part of the strategic commitment of the RSU Faculty of Social Sciences to develop modern, evidence-based, and practice-integrated education, providing students with both academic knowledge and skills applicable in a professional environment. RSU continues to develop study programmes that incorporate modern teaching methods and interdisciplinarity, carried out in close cooperation with the industry, thereby strengthening student competitiveness in Latvia and abroad. 

Development and management of the study module 

The concept, content, and structure of the study module were developed and led by Kristīne Blumfelde-Rutka, a lecturer at the RSU Faculty of Social Sciences, who has long fostered close collaboration between the university and the creative industries. Her professional activities focus on integrating sustainable   consumption and consumer behaviour research into the study process, creating for students an environment where theory is combined with real labour market situations. This approach helps students develop essential competencies - analytical and critical thinking, creativity, communication and collaboration skills, as well as professional judgment. 

Kristīne Blumfelde-Rutka emphasises: ‘I believe that 

during their studies, students should be provided with the best possible balance between theoretical knowledge and the rapidly changing realities of the industry. 

Nowadays, no company can exist without strong marketing processes – both in the development of new products and services and in attracting new employees. The RSU Faculty of Social Sciences has been collaborating with the LADC for years, which has always been a reliable partner in educating students and building a strong link with the marketing and advertising industry. The idea for a practical cooperation module has been fostered for a long time, and it is a true pleasure that it has now been implemented, also involving the international company Circle K. The greatest source of satisfaction comes from the students – their creative approach, energy, and dedication with which they learn, work, and grow in their future profession.’

Contents and approach of the study module 

The module was designed as a structured learning cycle, simulating the working environment of a marketing agency. During the study process, students analysed the company-provided brief, conducted consumer behaviour study, and based on the collected data, developed creative concepts and visual sketches. Professional creative industry methods were used for idea generation, while at the end of the course, students prepared campaign presentations and presented them to industry experts, receiving constructive feedback.

During the practical part, students developed a range of essential professional skills – improved their visual thinking and sketching skills, mastered structured idea generation, strengthened teamwork and client-oriented communication skills, as well as enhanced presentation and argumentation competencies essential for their future professional careers.

LADC: ‘Practical knowledge is the foundation of higher education’

LADC President Kaspars Eglītis emphasises: ‘We are very pleased with our collaboration with Rīga Stradiņš University, as

we see that the university places great importance not only on theory but also on practical knowledge. We at the LADC also believe that things truly happen only in practice. No professional has ever been raised in an incubator.

We learn from mistakes, feedback, and the real work environment. We are delighted that RSU students are always responsive, interested, and open to dialogue.’ 

Student experience 

Second-year students from the International Marketing and Advertising programme particularly appreciated the opportunity to work on a real company project and receive professional feedback.

Beāte Berķe: ‘These were very creative classes and skills that will be useful in future carrier. Communication with professionals was friendly and it provided valuable insights.’

Nikola Krīgere: ‘Sketching and creative approach skills helped to look at ideas from a different perspective. It was particularly valuable to learn directly from industry professionals.’

Markuss Liepa: ‘Practical experience is far more valuable than theory. Creating the campaign was inspiring and dynamic.’

Baiba Santana Niedra: ‘This course provided the most comprehensive understanding of how campaigns are created in a professional environment – from concept to output.’

Cooperation partners

RSU expresses its gratitude for the professional contribution to the LADC Managing Director Ināra Šumeiko, as well as the LADC members Armands Leitis, Vairis Strazds, and Romāns Galaiko from Circle K.