Some of the participating institutions are part of the EU-CONEXUS European University Alliance, further strengthening international academic collaboration and innovative learning formats.
The program combined a virtual introductory phase with an intensive five-day physical mobility in Klaipeda, offering participants a unique opportunity to explore the intersection of neuroscience, sustainability, consumer behavior, ethics, and wellbeing.
A Transformative Learning Experience
“Green Alchemy” was designed to go beyond a traditional academic course. Its aim was to create a transformative learning experience, encouraging participants to rethink consumption, marketing, and personal wellbeing in a rapidly changing world.
Throughout the program, students explored how marketing shapes not only individual decision-making but also broader societal patterns. By combining theoretical insights with hands-on experimentation, participants developed a deeper understanding of conscious consumption and sustainable choices.
The program also emphasized emotional intelligence and inner balance, integrating reflection and mindfulness practices alongside academic content. This positioned “Green Alchemy” at the intersection of science, ethics, and personal transformation.
From Theory to Practice: Neuromarketing in Action
A key highlight of the program was hands-on engagement with neuromarketing tools. During a visit to the Lighthouse innovation ecosystem, participants explored technologies such as eye-tracking and biosensors, gaining insights into how consumer responses can be measured and interpreted in real time.
Students analyzed real-life green marketing campaigns, discussed ethical challenges such as greenwashing, and examined how emotions shape consumer behavior. Through group work, they critically evaluated both responsible and manipulative marketing practices.
Participants also visited the Klaipeda University STEAM Centre, where they were divided into two groups for parallel learning experiences.
| In the Digital Transformation Laboratory, students explored human–AI interaction, analyzing how AI chatbots adapt to human emotions and behavior, fostering identification, anthropomorphism, and even emotional attachment.
| In the Biology–Chemistry Laboratory, participants were introduced to the role of photons, light-induced diseases (including cancer), and advanced treatment approaches based on multi-factor interaction.
This interdisciplinary exposure revealed deep connections between technology, biology, and human wellbeing.
Experiential Learning and Creative Collaboration
The program placed strong emphasis on experiential and collaborative learning. Participants engaged in activities such as:
| Mapping sustainable products and packaging in Klaipeda (“Green Hunt”)
| Designing their own sustainable product concepts and narratives
| Presenting cultural and marketing insights from their home countries
Student engagement exceeded expectations. Beyond formal activities, participants brought their cultural identities into the program.
A student from Latvia shared homemade traditional pastries prepared together with her mother, sparking informal conversations about culture, memory, and food.
Students from Bucharest presented 3D-printed models of the Romanian Parliament and Dracula’s Castle, created by themselves, demonstrating the fusion of creativity and technology.
A student originally from Pakistan, currently studying in Poland, together with his wife, delivered an expressive performance combining traditional dance and vocal elements, while an accompanying lecturer contributed an engaging session on sustainable human resource management.
These moments created a unique atmosphere where academic depth met authentic cultural exchange.
Sustainability, Wellbeing, and Community
Beyond academic content, “Green Alchemy” emphasized the importance of work–life balance. The program included wellbeing activities such as breathwork, mindfulness sessions, hiking, and reflective discussions.
Social and networking events — including guided excursions, informal gatherings, networking lunches at the “XIX Century” restaurant, and an evening at the jazz club “Kurpiai” — further strengthened the sense of international community.
These shared experiences created space for deeper connections, intercultural dialogue, and meaningful relationships beyond the classroom.
Building Future-Oriented Competences
By integrating sustainability, neuromarketing, and emotional awareness, the program equipped participants with future-oriented competences relevant to both academic and professional contexts.
“Green Alchemy” demonstrated how interdisciplinary learning environments can effectively combine science, creativity, and human connection to address complex societal challenges.
The program reflects Klaipeda University’s commitment to innovative education and its active role in fostering international collaboration through Erasmus+ initiatives.
