1. Embedding and Institutionalizing COIL Initiatives
Best Practices of Cross Cultural Collaborations in Vietnam and the Netherlands
Eva Haug:
Jis Kuravilla:
Sienney Liu:

2. COIL of AUAS and RMIT Vietnam
Sienney: will get an offline version of the video in case internet is down.

3. Introduction to RMIT Vietnam
Established in 2000
Campuses in Ho Chi Minh City, Hanoi and Danang
Offshore campuses of RMIT Melbourne, Australia
Over 12,000 students
15 Bachelor programs
3 Master programs
3 PhD programs
COIL and RMIT Vietnam
Joined COIL network October 2016
First COIL in February 2017 with AUAS
COIL new concept for RMIT Vietnam
RMIT Strategic Plan: providing student a transformative Student Experience and Global Reach and Outlook.
Working cross divisional

4. Introduction to Amsterdam UAS
students
2,7% international students
66 Bachelor programmes
15 Master programmes
7 Faculties
All located in Amsterdam
Faculty of Business & Economics
students
+/- 10% mobility
AMSIB (International Bus. School)
Business Administration
Accountancy
HRM
Marketing Sales & Trade

5. How to embed COIL in the organisation?
Combination of bottom up and top down approach:
BU: do a pilot and identify champions
TD: policy plan > focus on > COIL as strategic tool to internationalise staff & students
Support & Training: coordination, instructional designers and IT

6. Embedding COIL at AUAS Focus on Faculty of Business and Economics
Pilot in 2014, virtual collaboration since 2008
GPN partner since 2015
Total nr of COIL projects in : 25
Nr of students participating in COIL in : 700+
Nr of partners in : 17 (USA, Mexico, Australia, Vietnam, Japan, Finland, Denmark, Austria, Germany, France, Croatia, Kazakhstan)
Ambition: all Marketing students participate in min. 1 COIL project in their career

7. Challenges for AUAS
Professionalising and empowering lecturers for COIL>
cultural sensitivity
team teaching
internationalising learning outcomes and teaching materials
Matching academic schedules
Scope and upscaling >
making COIL inclusive and accessible for all students

8. COIL project RMIT Saigon & AUAS
Why RMIT Saigon?
Contrasting cultural values, more culture shock!
Acceptable time difference (6 hours)
Strong English programme (no language barrier)
General set up: 6 weeks, 3 phases:
Getting acquainted and exploring cultural differences & similarities, working together on 2 separate deliverables and reflecting
Synchronous moments: kick off and e-lectures from lecturers of both universities. Skype interviews in duos.
Asynchronous: planning, writing, reflecting

9. Marketing Principles RMIT Vietnam
Existing assessment in Marketing Principles:
Micro and Macro factor analysis report
Initial discussions were about keeping the same assessments in Vietnam for the project, however overlap between two courses would be too small.
Feedback from Eva: Vietnam students may not benefit much from this
ONLY
Overlap

10. Revised assessment Created a new assessment for Vietnam students
Consumer Persona: Vietnam students interview Dutch students through an online questionnaire to understand Dutch buyer behaviours and create a consumer persona for each Dutch student and recommend a Vietnamese product for them to consume.
Individual reflection

11. Expected project outcomes
Selfie a day (not assessed): Students use Facebook to share visuals about their lifestyle in order for both student groups to get a better understanding of the other culture. Topics: food, clothes, hobby/interests, transport, neighborhood, family & friends.
Online survey to gather information for a Dutch consumer persona and recommendations for a Vietnamese product. Vietnamese students will also prepare a reflection paper about their experience.
Face to face online interview : Dutch students conduct a 1 on 1 interview with their counterpart in Saigon about life and academics in Vietnam. Present their interview data in the form of an article. Provide visual information, for example photograph of interviewee or pictures of the discussed topics.

12. Samples of student work: Selfies
Vietnam
Holland

13. Samples of student work: persona

14. Learning outcomes AUAS
Students are able to evaluate critically and on the basis of CQ criteria, perspectives, practices and products in one’s own and another culture.
Students are able to acquire new knowledge of a culture and cultural practices and are able to operate knowledge, attitude and skills in new situations.
RMIT Vietnam
Students are able to understand the factors that make up each consumer’s perspective and buying patterns and make a recommendation for new products and services that fit the consumers lifestyle
Students are able to acquire new knowledge of a culture and cultural practices and are able to see how these can influence marketing decisions

15. What did I learn from it?
Experienced COIL practitioners can guide in assessment design and expectations
Short projects work well (esp across time zones)
Review assessments and don’t hesitate to change assessments to fit the project
Face to face session makes it real for students (highly recommended)
Students see what they get from it
Student awareness and interest is sought before enrollment

16. How does the organisation benefit?
Internationalization of the curriculum: teaching in an international context, internationalizing learning outcomes
Benchmarking your program with partners
Improving cultural knowledge and sensitivity of students and lecturers
Strengthening collaboration with partner universities

17. COIL Direction AUAS
Support lecturers: coordinate, train and support (pedagogy, IT, organisation, logistics), coach through buddy system
Identify existing international modules in programme and strategically and purposefully embed COIL
Create awareness about existing international options within programme (staff, management, students, International Office) for better alignment and cohesion
Introduce COIL in other Faculties of AUAS

18. COIL Direction RMIT Vietnam
Embedding COIL
COIL champions in every School
COIL liaison in every School
Position COIL at a program level
Make COIL a cross-divisional component of the total Student’s Experience, by working with:
Program managers, Academic staff, Marketing Department, International Office, Student Connect, Careers and Employability Centre

19. Confident communicator Cross-cultural team player
Personal Edge Program
A co-curricular employability skills training program
Core Skillsets
Creative thinker
Confident communicator
Cross-cultural team player
Ethical
leader
Career
Strategist
Digital
citizen

20. Personal Edge Learning Model
Skills training workshop
Skills Application
Recognition on transcript & LinkedIn profile
Application evidence submitting on learning app

21. What do students think of COIL?

22. Q&A