EXPERIENTIAL LEARNING
knowledge and practical application. It’s not enough to know the theory; students must also demonstrate their understanding of how these frameworks can be adapted to real-world situations. Many students find this challenging yet rewarding, as it validates the skills they have developed throughout their EMBA studies. A transformative experience At the end of the International Project Week, students deliver their findings and recommendations to the client’s leadership team. The culmination of six weeks of effort, students must use this presentation to communicate their strategy clearly, justify their recommendations with data and respond to client questions. The presentation often serves as a final test of their skills and over the years, clients have frequently been impressed by the confidence and clarity on show. Clients expect rigorous analysis, so students must back their arguments with solid field research and relevant data. Finally, recommendations must be agile and adaptable, with the students able to deal with challenges from the client, who may not always accept their interpretation. Indeed, while discussions are always cordial and professional, there is no guarantee that they will end in agreement and acceptance. For many students, this presentation is both nerve‑racking and exhilarating. It’s a chance to showcase their hard work and gain real feedback from seasoned professionals, which serves as an invaluable learning experience. The EMBA programme’s consultancy project and accompanying immersion week in Prague offer students a transformative experience, by exposing them to the demands of real-world consultancy in an international context. By managing client relationships, adapting to a different culture, collaborating effectively and testing the skills they’ve acquired in a pressured, real-world setting, students emerge from the project with a deeper understanding of business dynamics and a renewed confidence in their professional abilities, with insights into their strengths and areas for development. It is an immersive learning experience that not only enriches the academic journey but also prepares students to excel in global business environments, where adaptability, cultural awareness and practical problem-solving are paramount. Reflecting on the experience, students report a profound sense of accomplishment and growth throughout the international project experience. For many, the lessons learned in Prague will resonate throughout their careers and when we meet our alumni – sometimes many years after they have completed their degree – the most talked about part of their programme experience is the consultancy projects and the week in Prague. The memories can be bittersweet, recalling not only satisfied clients, but also robust team discussions. There is, however, universal agreement on the value of the experience and the contribution to their subsequent personal and professional development.
BIOGRAPHY Julian Campbell is an associate professor of management consulting at the University of East Anglia (UEA). For nearly 10 years he was MBA director at UEA, focusing on leading its executive MBA programme and developing the consulting projects that bring students to Czechia and Greece. He is also a visiting professor in entrepreneurship at Athens University of Economics and Business (AUEB) and previously held a similar position at the University of Economics and Business (VSE) in Prague
Ambition • ISSUE 6 • 2025 23
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