The PRE-PALM project responds to the transformation of today’s business environment, where sustainability is becoming increasingly embedded in corporate strategies, marketing and organisational leadership. Organisations therefore need professionals who can combine sustainability principles with responsible marketing, strategic decision-making and the ability to lead change in international and multicultural environments.
The project aims to develop the concept of a joint international Master’s programme in Sustainable Marketing and Leadership, connecting European and Asian academic environments. The programme is being jointly designed by NEWTON University, Hochschule Zittau/Görlitz (HSZG) in Germany and Tunghai University in Taiwan.
The project will prepare not only the academic content and structure of the future programme, but also a joint mobility system, admission and selection procedures, recognition of learning outcomes and student support mechanisms. It will also establish common administrative and academic rules, prepare agreements between the partner institutions and develop the documentation required to initiate accreditation processes in the participating countries.
Project Team (web purposes)
- Jiří Peřina – Project consultant
- Milan Lindner – Member of the Expert Team
- Julie Holendová - Member of the Expert Team
Main areas of the project
Project management and international cooperation
The project establishes a common framework for cooperation between NEWTON University, Hochschule Zittau/Görlitz and Tunghai University. This includes defining partner responsibilities, project processes, communication, quality control and joint planning.
The aim is to create the conditions for sustainable long-term cooperation in the development and subsequent implementation of the joint Master’s programme.
Development of the Sustainable Marketing and Leadership programme
One of the project’s key outputs will be a comprehensive academic concept for the future Master’s programme. The partners will jointly develop the graduate competence profile, learning outcomes, programme structure, individual courses, assessment principles and the distribution of study periods among the participating universities.
The programme will combine sustainable marketing with leadership and change management, preparing students to work in organisations responding to the green transition, evolving regulatory requirements and changing expectations of customers and other stakeholders.
International mobility and joint student services
PRE-PALM will also develop a joint student mobility system connecting the Czech Republic, Germany and Taiwan. Common principles will be established for admissions, student selection, credit and learning outcome recognition, assessment and mobility between partner institutions.
An important part of the project will also be the development of common student services, including information provision, practical support during mobility periods and coordination of student administration across the participating universities.
Joint rules and management of the future programme
The partners will develop a common administrative and financial framework for the future programme. This will cover areas such as allocation of responsibilities, admissions administration, student support, mobility administration, data management, reporting and principles for programme financing.
The project will also prepare a Joint Degree Policy, defining options for the degree-awarding model, common academic rules, admission and selection principles, recognition of study results, assessment principles and an implementation roadmap across the Czech Republic, Germany and Taiwan.
Draft versions of a Joint Student Agreement and a Joint Partnership Agreement will also be developed to establish the future relationships between students and the universities, as well as the rules governing cooperation between the partner institutions.
Involvement of employers and other stakeholders
The future study programme will not be developed solely through academic cooperation. Employers, industry representatives and other relevant stakeholders will also be involved in validating its design.
Their feedback will help verify the competences expected from future graduates, curriculum priorities, mobility arrangements and employability orientation. The project aims to collect at least 30 completed stakeholder surveys across the partner regions.
Communication will take place through the institutional websites and social media channels of the partners, newsletters, academic and international events, employer networks and other relevant communication channels.
Accreditation preparation and future development
The final stage of the project will bring together all academic, administrative and contractual outputs into a coherent package ready to support the launch of accreditation and recognition procedures.
The ambition of PRE-PALM is to create a solid foundation for a genuinely international Master’s programme and its future implementation. Following the preparatory phase, the developed outputs will be used to advance accreditation or recognition processes in the Czech Republic, Germany and Taiwan and to prepare for the future launch of admissions and programme delivery.
In the longer term, the partnership also aims to create the conditions for further development of the programme, including a potential future application under Erasmus Mundus Joint Masters.
Summary information about the Project
- Project title: Preparatory Project for the Development of an Accredited Leadership and Sustainable Marketing Skills Programme Concept
- Project acronym: PRE-PALM
- Applicant / Coordinator: NEWTON University
- Partners: Hochschule Zittau/Görlitz (Germany), Tunghai University (Taiwan)
- Project duration: 1.10.2026 – 29.2.2028
- Funding programme: Erasmus+
- Action: Erasmus Mundus Design Measures (EMDM)
- Call: ERASMUS-EDU-2026-EMJM-DESIGN
- Project ID: 101323509
- Project budget: 60 000 EUR
Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.