From 2 to 6 March 2026, Dr. Nataliia Parkhomenko, representing Comenius University in Bratislava (Faculty of Management, Department of Marketing and Commerce), visited the University of the Basque Country within the framework of the Erasmus+ academic mobility programme and cooperation under the ENLIGHT European University Alliance project. The academic activities of the visit took place at the Sarriko and Elkano campuses of the Faculty of Economics and Business.

During the visit, Dr. Parkhomenko delivered several lectures for different groups of students. For Spanish students, she presented the lecture “Modern Trends in International Marketing and Their Impact on Market Entry Strategies.” The lecture addressed key contemporary developments shaping international marketing and global trade. The main topics included modern trends in international marketing, key global economic trends, the major forces shaping the future of international trade, and trade and economic cooperation between Slovakia and Spain. Particular attention was given to market entry strategies and to the market analysis framework used for evaluating foreign market opportunities.

In addition, a lecture titled “AI-Driven Global Branding in International Marketing” was delivered for Erasmus exchange students. This session focused on the role of artificial intelligence in shaping global branding strategies. The lecture covered the fundamentals of global branding, examples of well-known Slovak brands present in international markets, the ongoing AI revolution in global marketing, and the ways in which artificial intelligence transforms global branding strategies and marketing decision-making.

Students actively participated in discussions, shared their perspectives, and worked on practical case analyses related to international marketing and branding strategies. Their engagement, critical thinking, and diverse international perspectives contributed to lively and productive classroom discussions.

The visit was supported administratively and institutionally by Professor Eva Velasco Balmaseda, Vice-Dean of the Faculty of Economics and Business, whose assistance in coordinating the programme is gratefully acknowledged. Communication and organizational support were provided by Professor Ana Bilbao-Goyoaga and Professor Álvaro Fierro, who actively engaged students in discussions and facilitated the academic activities.

Beyond the academic programme, the visit also provided an opportunity to explore the culture and heritage of the Basque Country. During the stay, Dr. Parkhomenko visited the historic centre of Bilbao and the renowned Guggenheim Museum Bilbao, as well as several remarkable places along the Basque coast, including San Juan de Gaztelugatxe and the towns of Bermeo, Mundaka, and Gernika. The visit also included a trip to the beautiful coastal city of San Sebastián, one of the cultural and gastronomic centres of the region.

Overall, the visit represented a valuable opportunity for academic exchange, strengthening cooperation between the participating universities, and fostering dialogue with international students and colleagues. The experience was both professionally enriching and personally memorable, and it is hoped that this collaboration will continue to develop in the future.