As part of the Erasmus+ teaching mobility programme, we were delighted to welcome Assoc. Prof. Dr. Asta Kyguoliene from Vytautas Magnus University (Kaunas, Lithuania) to the University of Primorska, Faculty of Management on Friday, 16 May 2025.

Her guest lecture titled “Improving Customer Experience through Customer Journey Mapping”, delivered in the Introduction to Marketing course, offered students a comprehensive view into the process of identifying and enhancing customer touchpoints. But more than that—it brought the classroom to life through active, hands-on learning.

The session included:

-        an introduction to the theoretical foundations of customer experience management,

-        a practical workshop focused on customer journey mapping,

-        a group work presentation followed by collective reflection.

Students responded with enthusiasm, citing the session as one of the most engaging and applicable learning experiences in their course. It was a perfect example of learning by doing—and of how international academic collaboration can enrich the learning process.

Following the lecture, both Dr. Kyguoliene and her colleague Dr. Monika Didžgalvyte-Bujauske met with Vice-Dean Prof. Dr. Ana Grdovic Gnip and Marisol Pribac to explore future cooperation opportunities within the Transform4Europe alliance—focusing on joint courses, shared programmes, and student exchange initiatives that span both Bachelor’s and Master’s levels.

Erasmus+ exchanges are are bridges between institutions, catalysts for student development, and powerful tools for infusing curricula with global perspectives.

We extend our warmest thanks to our guests for the inspiring visit, to the international office for their organization, and to our students for their active and creative participation!