A COIL Success Story

Dr. Khyati Shetty , the Director of UFV’s School of Business and her dear friend and brilliant media expert, Sabir Haque, PhD ., from the American University of Ras Al Khaimah completed UFV’s COIL training in May 2024. Khyati shares her experience implementing her first COIL project in BUS 421, International Marketing.

While the idea was exciting, I won’t lie—it was also a bit intimidating.

My Canadian class had students from 10 countries, and Sabir’s class had students from 6 more. We brought together business students from Canada and media students from the UAE to work on a real-world challenge: creating a five-country launch plan for Hunter Foods (one of my favorite snacking brands). My students built the business strategy, while the UAE students developed the media plan.

We designed a project around the following question:

What are the most effective strategies for launching a new product in multiple international markets, and how can a coordinated marketing and media plan optimize this launch for Hunter Foods?

It sounds great on paper, but the reality was a rollercoaster! This wasn’t just a project—it was a simulation of real-time multinational teamwork. Students battled time zones, cultural differences, and domain-specific challenges, all while passing their work back and forth like a baton in a relay. It wasn’t always smooth sailing—far from it. But that’s what made it so powerful and what unfolded was nothing short of magical.

The final presentation was a beautiful blend of accents, ideas, and collaboration. The presentation was synchronous and was attended by the industry client. I watched UAE students adapt to the realities of their Canadian peers juggling part-time jobs while studying. I saw Canadian students appreciating the unique perspectives their UAE counterparts brought to the table. It was teamwork that surpassed boundaries, languages, and cultural differences—and it was pure joy to witness. Excitingly, the client also recognized the best team with certificates and letters of recognition!

Example of a student project

Wrapping up the project felt extra special when I traveled to the UAE this year met Sabir, a few of his fabulous students, his incredible leadership Kevin S. Konecny, Ed.D. and Hariclea Zengos. It was a moment that reminded me why I do what I do.

A huge shout out to Sabir and my incredible students for pouring their hearts into this adventure, and to the amazing team at Hunter Foods for believing in us and letting us work with their brand. Thank you to the EFMD reaccreditation team led by Sarah Vaughan, whose recommendation during their visit last year sparked this project. To Christophe Schinckus who is shaping an expansive and visionary path for the Faculty of Business and Computing, and to Daryl Smith, who took charge, spearheaded this process, and never gave up on me—thank you.

This experience was a reminder that when we bring together diverse minds and open the door to collaboration, we create something far more meaningful than just a project. We create connection, empathy, and growth. Here’s to breaking boundaries and inspiring journeys ahead!

So, what did the students think?

“Being a part of the COIL project with the Aurak students has been one of my most memorable experiences. It not only taught me patience but also to respect others who come from a completely different background. It gave me an insight into a culture I have never been a part of. Projects like these teach us to become citizens of the world.”

-Gagandeep Brar

“I can say that the COIL project with students from UAE was an eye-opening and enjoyable experience. It was my first time working on such a project, and it not only allowed me to collaborate across cultures but also gave me new perspectives on teamwork and creativity.”

-Jaree Mingsamdaeng

Want to learn more about COIL?

Contact Victoria.surtees@ufv.ca