Photos STHEM
SINTOK, 13 April 2026: The School of Tourism, Hospitality and Event Management (STHEM), in collaboration with the Centre for International Affairs and Cooperation (CIAC), successfully concluded an international knowledge-sharing series under the VIKO-UUM Erasmus+ Teaching Mobility Programme, further strengthening academic ties between Universiti Utara Malaysia (UUM) and Vilniaus Kolegija (VIKO) – University of Applied Sciences, Lithuania.
The programme featured distinguished experts from VIKO’s Faculty of Business Management, namely Dr Aušra Turčinskaitė-Balčiūnienė, Vice Dean and Dr Laima Paraukienė, Head of Training and Cooperation Development, who shared their expertise through a series of engaging academic sessions and strategic discussions.
The programme commenced on 7 April with a morning session held at Cluster Lecture Hall (DKG) 8/2, focusing on regional development and tourism strategies. In this session, both speakers explored key approaches to attracting local and international tourists to the Kedah region, offering valuable perspectives on destination development, tourism competitiveness, and regional positioning.
The afternoon session then transitioned into a virtual global classroom via Webex under the theme “Creativity and Innovation in Business Management.” During the session, Dr Aušra shared insights into innovative strategies for motivating Generation Z employees, while Dr Laima presented data-informed approaches to enhancing student satisfaction, with particular reference to the UUM context.
The second day continued with a morning session titled “Creative Ideation”, held at DKG 8/1. In this session, Dr Aušra presented innovative ideas for the development and positioning of Malaysian products, while Dr Laima explored emerging and future-oriented design trends, encouraging participants to think more imaginatively and strategically in responding to changing market expectations.
The programme concluded with a Strategic Discussion Session held at the Andaman Meeting Room, STHEM, where representatives from STHEM and VIKO engaged in high-level discussions on expanding the Erasmus+ mobility framework, strengthening joint research collaborations, pursuing co-publication initiatives, and exploring opportunities for international grant acquisition.
This initiative reflects UUM’s aspiration to nurture globally minded leaders and underscores STHEM’s commitment to internationalising its curriculum through high-impact academic mobility programmes. By bridging European management perspectives with local tourism and hospitality needs, STHEM continues to enhance its academic standing while advancing UUMs vision as the Eminent Management University. – Dr. Eshaby Mustafa
