From 8–12 December 2025, VSB – Technical University of Ostrava hosted the Blended Intensive Programme “Ethical AI & Sustainable Innovation in Marketing”, organised in partnership with the “Vasile Alecsandri” University of Bacău (Romania), University of Gdańsk (Poland), and Riga Technical University (Latvia). The teaching team included Hana Štverková, Bogdan Nichifor, Marcin Brycz and Gaļina Robertsone. The programme brought together students and academics committed to learning from each other, approaching complex challenges with respect, and working collaboratively across cultures.
The course followed a clear learning pathway designed to help students move from foundational understanding to practical application. We began with the question of why ethical principles and behavioural insights matter in contemporary decision-making, followed by how digital tools and AI can support responsible choices. Building on this, students explored what it means to design sustainable strategies in real organisational contexts and finally how the quality and impact of such solutions can be evaluated and continuously improved. This structure encouraged participants to think critically, integrate perspectives, and approach problem-solving with both creativity and analytical precision.
To enrich the academic experience, the programme included two educational visits. The first took students to Dolní Vítkovice, a former industrial complex transformed into a cultural and educational landmark. This site offered a powerful illustration of regional transformation, showing how technological, strategic and ethical decisions shape communities over time. The second visit, to the PROTOLAB 3D printing laboratory at VSB, introduced students to cutting-edge prototyping technologies and demonstrated how innovation processes unfold in practice. Together, these experiences expanded the theoretical scope of the course and helped students connect ideas with real-world contexts.
Throughout the week, students from different countries exchanged perspectives, collaborated on tasks, and learned from one another’s cultural and academic backgrounds. This intercultural dimension strengthened the programme’s impact, reminding us that responsible innovation grows from dialogue, shared effort and openness to diverse viewpoints.