Lecturers of the Department of Cultural Sociology and Management Participate in Microlearning Programmes in Portugal
From 20 to 24 April 2026, lecturers of the Department of Cultural Sociology and Management at Latvian Academy of Culture – Associate Professor Ieva Zemīte and Lecturer Aija Lūse – participated in microlearning programmes organised by Santarém Polytechnic University. The programmes focused on communication in the wine sector, storytelling and interactive solutions, as well as the development of local communities and future opportunities for reshaping labour markets. The activities took place within the framework of the ACE2-EU Alliance.
In the programme Storytelling Labels: Interactive Creation for the World of Wine, students worked in interdisciplinary teams to develop innovative wine label concepts by integrating storytelling, visual communication, interactivity, and augmented reality solutions. The programme also explored the wine industry market environment, consumer segmentation, and brand positioning in international markets.
Lecturer Aija Lūse delivered the lecture Wine Marketing – From Storytelling to Sensory Experience, examining how branding, storytelling, and multisensory experiences influence consumer choices in the wine sector. Particular attention was given to consumer behaviour and perception mechanisms, analysing the impact of emotional, symbolic, and social factors on decision-making processes. The lecture also addressed storytelling principles, the importance of product origin and identity, as well as sensory marketing and experience economy approaches that significantly shape perceived product value and market competitiveness today.
In the programme Envisioning the Future of Local Communities: Reshaping Labour Market Opportunities, students analysed real regional case studies in order to develop sustainable and practically applicable solutions in employment, innovation, and regional growth. Special attention was devoted to futures thinking methods, interdisciplinary collaboration, and social entrepreneurship.
Associate Professor Ieva Zemīte was invited to the programme as an expert in social entrepreneurship, helping participants understand the specific nature of entrepreneurship while providing guidance to support the development and refinement of their ideas. A notable practice of the Portuguese higher education institution is the opportunity it offers graduates to use university resources for developing their own businesses in agriculture and food production, providing an excellent example of synergy between education and entrepreneurship.
In this context, there is clear potential for long-term cooperation with students of the joint study programme “Creative Industries” implemented by Latvian Academy of Culture and Riga Technical University, involving them in product storytelling, marketing, and positioning, thereby increasing product added value and market reach.
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them. Project 101177596. The ACE²-EU project is co-financed by the Ministry of Culture of the Republic of Latvia.
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