TEACHING
EXCELLENCE
DATABASE

The Department of Marketing and Design Communications (MMDC) at Corvinus University of Budapest is an innovative educational and research community integrating real-life projects, interdisciplinary collaboration, and novel methodologies. Focusing on three subject areas—marketing communications, design communication, and identity development—it connects theory and practice through creative, action-oriented teaching and research. MMDC engages their students as partners, contributing to scholarly works and innovative projects that develop professional autonomy, creativity, and excellence. Their innovations include applying their unique locally developed know-hows such as designcommunication and genial rhetorics. MMDC’s activities include experiential and empowering learning projects such as wikinomic collaborations, analog infographic installations, an Integrated Marketing Communications (IMC) Festival organized by students, or a video competition organized in the framework of the EU H2020 RiConfigure initiative to popularize the Quadruple Helix innovation model. These initiatives highlight MMDC’s unique crossover pedagogy, blending equal teacher-student collaboration, co-teaching, and co-creation. Its programs strengthen professional autonomy, critical thinking, and creativity while emphasizing skills for digital transformation, sustainable orientation, and creative design-driven leadership skills, several times rewarded in national and international competitions. With its newly developed “Design, Business, Society” MSc program launching in 2025/26, MMDC continues to innovate education practices. It integrates diverse disciplines, facilitates equal partnerships, and equips students with future-ready skills. Its work demonstrates that education can be a living laboratory for professional development, creative thinking, and socially impacting outcomes. MMDC’s recent activities in numbers: 7 full-time faculty; 3 core areas: marketing communications, design communication, identity development; 1 new MSc program: Design, Business, Society; 1 international, EU H2020 project (RiConfigure); 1886+ students in the last 5 semesters; 200+ theses in 10 years; 26 award-winning university student scientific competition theses; 8 award-winning national student scientific competition theses; 13 award-winning MSc theses; 8 student teams awarded in national professional and case competitions; 26 scientific publications written jointly with students; ∞ work & enthusiasm.

Methodology

Planning • Educational Framework: Focus on the integration of marketing, media, design, and communication in economic and social contexts. • Curriculum Development: We develop innovative programs and courses are crafted to address real-life challenges, such as the "Design, Business, Society" MSc program. • Research Integration: We use insights from projects like H2020 RiConfigure and embed into teaching. • Thematic Goals: We emphasize creativity, participation, and interdisciplinary approaches to create a holistic learning environment. Implementation We apply collaborative teaching and innovative pedagogies such as crossover pedagogy, that place students in active, leadership-driven roles. Our students engage with real-life stakeholders, including non-profits and businesses, solving practical marketing and communication problems. We emphasize cross-disciplinary design projects, such as identity creation and solving unstructured challenges. We apply an inclusive approach in teaching & learning roles: • Students as partners • Teachers as facilitators • Interdisciplinary teams Our partners include academic and research entities; non-profits and SMEs, corporate collaborations Innovative aspects of applied teaching methodologies • Crossover pedagogy: Blending student and teacher roles for shared learning and leadership. • Real-life engagement: Use of analog tools (postcards, events) to counterbalance digital distractions and foster creativity. • Event-based learning: Examples such as the student-organized "IMC Festival" showcase student creativity in a celebratory, collaborative atmosphere. • Interdisciplinarity: Bridging business, design, and communication for a comprehensive educational experience. Inclusive aspects of applied teaching methodologies • Equal roles: Students and teachers share responsibilities, ensuring diverse voices contribute to learning. • Accessible content: Abstract concepts like the Quadruple Helix are translated into approachable formats for broader understanding. • Community and sustainability: Projects prioritize ecological and social sustainability, connecting students with their environment. • Diverse representation: Students from diverse backgrounds are empowered to engage in innovative projects, fostering inclusivity

Tools, equipment, technology used

Analog tools for digital contexts • Postcards and infographics: In projects like the IMC Festival, MMDC uses analog tools such as A6 paper postcards for designing infographics. This encourages students to move away from digital screens. • Event installations: Tools like mood boards, hand-drawn infographics, and physical event installations visualize concepts making abstract ideas more tangible and interactive. Digital and multimedia technologies • Video production: Projects like the RiConfigure student competition rely on editing software and multimedia tools to create engaging content that communicates complex innovation models. • AI-integrated learning: To address challenges posed by AI-generated content, MMDC encourages non-routine tasks that require original input, indirectly using AI as a reference point. Research-driven methodologies • Horizon2020 resources: The RiConfigure project provided a platform for integrating international research outputs into teaching, • Quadruple Helix simplification: Stylistic rewritings and visual storytelling tools are used to simplify and communicate complex academic models for broader audiences, from children to professionals.

Outcomes and outputs, main results

MMDC’s innovative practices have generated award-winning research, impactful educational projects, international program recognition, and transformative student experiences. Its outputs demonstrate a strong alignment with academic and societal priorities, supporting creativity, leadership, and cross-disciplinary excellence. Award-winning student projects: • 26 award-winning university student scientific competition theses (TDK) • 8 award-winning national scientific competition theses (OTDK) • 8 student teams awarded in national professional and case competitions. • National recognition for innovative course designs in national teaching innovation awards. Education related research outputs: • 26 co-authored scientific publications with students, integrating academic research with practical applications. • Regular contributions to scholarly journals and conference proceedings on teaching methodology. Educational innovation: • Development of the “Design, Business, Society” MSc program, launching in 2025/26, combining design thinking, advertising, and identity development for future-ready professionals. • Courses like "Design Communication" and "Disruptive Development" use non-traditional approaches to leadership, creativity, and interdisciplinary thinking: e.g. “storytelling trees” or “ pebble messaging” engaging students

Lessons learnt

MMDC’s practices require a commitment to continuous improvement, open-mindedness, and a willingness to experiment. Success lies in balancing creativity with structure, empowering students. Emphasize collaboration and co-creation: • Lesson: Equal collaboration between teachers and students is essential for engagement and innovation. Students feel empowered when treated as partners, contributing actively to projects and outcomes. • Recommendation: Create opportunities for shared ownership of tasks, such as co-teaching, co-authoring, and collaborative event planning. Integrate real-world applications: • Lesson: Linking academic content with real-life projects, such as exhibitions or events, enhances practical understanding and relevance. • Recommendation: Incorporate hands-on projects that align with professional industry standards and current societal challenges. Promote interdisciplinary learning: • Lesson: Students benefit from exposure to multiple disciplines, as it expands their critical thinking and problem-solving abilities. • Recommendation: Design courses and projects that bridge diverse fields like design, marketing, and identity development for a holistic learning experience. Facilitating creativity through non-traditional tools: • Lesson: Analog tools (e.g., postcards, installations) combined with digital techniques spark creativity and help students explore new ways of expressing ideas. • Recommendation: Experiment with unconventional tools and methodologies to break away from routine learning patterns. Adapt to digital challenges: • Lesson: The rise of AI and digital tools requires careful task design to encourage authentic, original work and avoid over-reliance on technology. • Recommendation: Focus on non-routine tasks that demand critical thinking, creativity, and physical engagement to complement digital capabilities. Mistakes to Avoid Underestimating resistance to unknown tasks • Mistake: introducing too many new approaches simultaneously can overwhelm both students and instructors. • Solution: transition gradually, allowing time for adaptation, feedback, and iterative improvements. Ignoring contextual relevance: • Mistake: Applying methodologies without adapting to the specific institutional, cultural, or societal context may reduce effectiveness. • Solution: Tailor projects and content to align with the unique needs and challenges of the participants and local environment.

Adaptability and sustainability of the best practice (for other institutions)

MMDC’s practices emphasize flexibility, long-term impact, and environmentally conscious implementation, making them applicable across diverse educational and cultural contexts. Adaptability for other institutions Interdisciplinary framework: • Adaptability: The MMDC model integrates marketing, design, and identity development. Other institutions can adopt this interdisciplinary approach by combining fields relevant to their programs. • Implementation: Start small by introducing interdisciplinary projects or co-taught courses that blend expertise from different departments. Crossover pedagogy: • Adaptability: MMDC’s unique teacher-student collaboration, co-teaching, and co-authoring can be tailored to other institutions by fostering active student participation and collaborative tasks. • Implementation: Adapt this model by training educators to facilitate co-creation and by providing platforms for students to lead projects and research initiatives. Real-Life Project Integration: • Adaptability: MMDC emphasizes learning through real-life challenges, such as the IMC Festival and Quadruple Helix video competition. Institutions can incorporate local or global issues into their curricula, aligning with industry or societal needs. • Implementation: Collaborate with industry, government, and community partners to design practical, high-impact projects. Research Integration: • Adaptability: MMDC integrates research outputs into teaching. Other institutions can adopt this by encouraging faculty to align their research with student projects and curriculum development. • Implementation: Introduce research-informed courses and encourage co-authored publications with students. Sustainability Considerations Long-term implementation: • Sustainability: MMDC’s practices are designed for continuous improvement, supported by regular feedback, co-created content, and iterative task designs. • To ensure: Build an institutional culture of innovation where educators are trained to adapt and refine methods regularly. Impact beyond the classroom: • Sustainability: MMDC’s focus on leadership, creativity, and digital resilience equips students with skills that have long-term applicability in their professional and personal lives. • To ensure: Design projects and curricula that address future-ready skills, emphasizing adaptability and lifelong learning. Environmental sustainability: • Sustainability: MMDC balances physical and digital methods, promoting analog tools to reduce over-reliance on digital infrastructure and power usage. • To ensure: Encourage sustainable themes in projects, such as green marketing or eco-conscious design. Institutional and community engagement: • Sustainability: MMDC collaborates with industry, government, and civil society, ensuring long-term partnerships that sustain its programs. • To ensure: Establish stakeholder partnerships to share resources and develop mutually beneficial projects. Promote community involvement to align academic goals with societal needs.

Promotion of best practice

Dissemination channels Academic conferences and community events: • MMDC disseminates its innovative practices at national and international conferences: e.g., Hungarian Association for Marketing Education and Research (EMOK), European Marketing Academy (EMAC), Association for Consumer Research (ACR). • Workshops and panels at these events feature MMDC’s crossover pedagogy, collaborative methodologies. Publications: • Co-authored scientific publications with students featured in high-impact journals, conference proceedings are key to promoting best practices. • Teaching methodologies, and practical insights are shared in academic and professional articles, such as those on design communication and leadership development. Online platforms: • The department uses digital tools like Moodle, institutional websites and social media sites. • Video content is disseminated via YouTube and social media. Professional partnerships: • Partnerships with businesses, NGOs, and governmental organizations serve as channels for sharing MMDC’s methods with industry practitioners and civic stakeholders. This is supported by the Corvinus Science Shop Tools and materials Multimedia content on social media • Videos: The RiConfigure student competition produced creative content explaining the Quadruple Helix, making it accessible to wider audiences. • Infographics: Visual storytelling tools are used to simplify and communicate MMDC’s innovations. • Members of MMDC utilize platforms like LinkedIn, Facebook to share highlights of student projects, events, and research outcomes. Events and installations: • The IMC Festival is a key promotional event where students and faculty present their work through interactive, analog installations and creative outputs, engaging both educators and students. Target Groups Academia: • Educators, researchers, and academic institutions interested in innovative pedagogical models & interdisciplinary education. • University leadership interested in research-teaching integration. Students: • Current and prospective students engaged in creative industries, marketing, design, and leadership development. Industry professionals: • Marketing and design practitioners, business leaders, and policymakers Civil society and local communities: • NGOs, community groups, and public stakeholders

Scope and impact

• Course/department level
• Faculty level
• Institutional level
• National level
• EU/EHEA/International level

Course/student level: • MMDC’s innovative practices directly impact the courses it offers, such as IMC, Design Communication, Responsible Leadership and Communication Training. • These practices enhance teaching quality, student engagement and creativity, interdisciplinary skills, and leadership development. Faculty level: • MMDC’s methods contribute to the broader faculty by serving as a model for integrating research into teaching, co-creation, and interdisciplinary approaches. • Faculty-wide initiatives, such as collaborative events and interdisciplinary projects are offered. Institutional level: • MMDC’s innovations including award-winning courses and international projects, elevate CUB’s reputation for innovation & excellence in higher education. • Practices such as the IMC Festival align with institutional strategies for internationalization, and student-centric learning. National level: • MMDC’s contributions to Hungarian higher education are significant, including recognition in national teaching competitions and contributions to the development of creative industries and leadership education. • Collaboration with national businesses and NGOs amplifies its impact on workforce readiness and societal changes. EU/EHEA/international level: • Through participation in EU-funded projects MMDC demonstrates alignment with European priorities in interdisciplinary education & RRI.

6.1 Digitalization

• Innovative, novel methodology in using digital tools/devices in teaching
• Novel digital solutions (tools, frameworks, devices, tasks to enhance efficiency and motivation)
• Digital scientific sources used in T&L

Reasoning: MMDC blends analog and digital methods using creative tools. For the IMC Festival, students create analog infographics on postcards, later digitized into installations. AI is indirectly engaged in designing tasks to avoid routine outputs. Platforms like Moodle, Mentimeter and Miro accompany co-teaching, real-time feedback, and collaborative project management. Courses use digital collections, including articles and social media, for assignments linking theory to real-world practice.

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6.2 Internationalization

• Students engagement in international projects
• Courses offered to international multicultural students both online and offline

Reasoning: MMDC involves students in global initiatives like the H2020 RiConfigure project, where they produce creative content to bolster the Quadruple Helix model. These activities enhance cross-cultural collaboration and innovation skills. Courses like "Business Communication Strategy" in English, blend online and offline formats. Interactive tools such as Moodle and video projects promote inclusivity, while co-teaching and interdisciplinary methods enrich the learning experience for diverse groups.

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6.3 Inclusion and diversity, universal design

• Inclusive course design, universally designed divers activities to meet special students' needs
• Universally designed teaching material - adjustable for special needs
• Innovative teaching methodology for inclusion and meet diverse student needs
• (Innovative) use of devices and tools for inclusion
• Senzitivizing students to consider special needs when practicing their profession
• Course includes hints on how the services/products of the profession could be universally designed/inclusive

Reasoning: MMDC courses celebrate diversity and support inclusivity through interdisciplinary collaboration. Courses like "Design Communication" and "Identity Design" use co-teaching and crossover pedagogy to ensure multiple perspectives. Real-life projects allow students to bring their unique backgrounds and experiences. MMDC prioritizes accessibility by blending online and offline teaching, ensuring equal participation for students with varying needs. Digital tools provide accessible resources, including asynchronous materials. Group projects and flexible deadlines accommodate students with different learning abilities. Teaching methods are adaptable, co-created tasks and open-ended problem-solving exercises allow students to engage at their own pace and capability. Assessment methods prioritize inclusivity by using a combination of individual and group tasks, open-book exams, and reflective projects. Feedback processes are iterative, incorporating peer reviews and teacher-student dialog.

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6.4 Sustainability

• Social entrepreneurship projects, service-learning in the topic
• Environmental attitude, skill development and assessment either general or profession-related
• Sustainability aspects are considered in all phases of the learning practice - "hidden curriculum"

Reasoning: Social entrepreneurship projects: MMDC engages students in initiatives like RiConfigure, fostering collaboration between academia, industry, government, and civil society to address societal challenges. Projects like community storytelling trees emphasize collective action and social impact. Sustainability in hidden curriculum: Sustainability is integrated through analog methods reducing digital overuse, leadership tasks promoting ethical practices, and activities like gratitude-based projects.

3.3 Public contact datas

Name	Email address	Website
Dóra Horváth	dora.horvath@uni-corvinus.hu