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Ghent University master students explore international B2B marketing at our Beaulieu Experience Center
Corporate
On 6 March, Beaulieu International Group welcomed 50 first year master students in Business Economics from Ghent University (UGent) for an in depth session on international B2B marketing. As part of the course Business Marketing, taught by Professor Willem Standaert, the students visited our Experience Center to gain hands on insights into how Beaulieu approaches customer value creation, lead management, and global market dynamics.
The visit reflects our commitment to investing in the next generation of talent. Through interactive sessions led by Matthias Blomme (Group Marketing Director) and Katia Villaseca (Strategic Development Lead), students discovered how Beaulieu connects customer needs with the right benefits in its solutions, manages leads throughout the customer journey, and operates across a diverse range of international markets.
In close collaboration with Professor Standaert, the program built a bridge between academic theory and practical business applications. Students explored real cases from our various business units, highlighting how Beaulieu’s international footprint shapes our approach to innovation, product development, and market strategy.
Our Experience Center offered them a unique look at our products, technologies, and customer narratives. It also illustrated how we bring our purpose - shaping value that lasts - to life, not only through sustainable solutions but also by sharing knowledge and inspiring future professionals.
Our Corporate Recruitment team - represented by Laura Derudder and Alison Ooghe - engaged with students around internships, student jobs and long-term career paths within Beaulieu, reinforcing the strong connection we maintain with Flemish universities and talent networks.
The enthusiasm of the students made the day even more rewarding. Several participants shared positive feedback:
“Very insightful, and great to see and feel all the products together.”
“The mix between a guided tour and the cases keeps it engaging and interactive.”
“Thanks to the presentation and the Experience Center, you get a very clear idea of what Beaulieu stands for.”
We are proud to open our doors to young talent and contribute to their professional journey. Collaborations like these strengthen our ties with the academic world and support our ambition to keep shaping value that lasts, together.
