Swiss School of Management Barcelona

Embracing Tomorrow: Highlights from SSM Barcelona’s 2nd International Student Week

International Student Week 2024, SSM Barcelona


SSM Barcelona recently played host to a dynamic cohort of sophomore business students from EPHEC and UCLL, marking the commencement of our eagerly anticipated 2nd International Student Week. Against the backdrop of the bustling Catalan capital, this year’s theme, “Branding in the Age of AI,” sparked profound discussions on the transformative potential of Artificial Intelligence (AI) within the branding and marketing landscape.


The week kicked off with an engaging session led by our esteemed Spanish profesora, Paula Navarro, who seamlessly blended education with entertainment, offering insights into Spain, Catalunya, and Barcelona. This immersive experience was capped off with a delightful aperitivo, setting the stage for a week of exploration and enlightenment.


The spotlight shifted to industry luminaries. Hypercrunch CEO Mehdi El-Azhari flew in from Paris to deliver a compelling talk on “Understanding AI.” Mehdi’s mentorship during the workshop provided invaluable guidance to our students. Ivan Kerkoc followed suit, delving into the intersection of AI and E-sports, shedding light on how AI tools are revolutionizing recruitment processes within the gaming industry. The culmination of the week saw Brooks Cole, a trailblazer in AI Brand Architecture, share insights into the evolving dynamics of human- computer interaction, underscoring the pivotal role of AI-powered branding in shaping the future landscape.


Despite the intensity of the sessions, students were given ample opportunities to immerse themselves in the vibrant tapestry of Barcelona. As the week unfolded, preconceived notions about AI gave way to a palpable sense of urgency to integrate AI into their personal and professional lives. The realization dawned that mastering AI is not merely a choice but a necessity in today’s fast-paced world.


As the curtains drew on this transformative week, the resounding sentiment among students was one of profound enlightenment. The lessons learned left an indelible mark, igniting a passion for continuous learning and adaptation in the face of technological advancement. Looking ahead, SSM Barcelona is committed to nurturing entrepreneurial acumen by offering courses that transcend the confines of traditional curricula. We aim to equip students with the requisite skills and insights to thrive in the ever-evolving business landscape, ensuring their relevance and resilience in the workplace of tomorrow.


In retrospect, the success of this year’s International Student Week reaffirms our commitment to fostering a culture of innovation and excellence, where students are empowered to embrace change and chart their course toward a future defined by limitless possibilities.

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