Keeping pace with business trends: Kauno kolegija students triumph on the international stage

Faustas Jurgelis and Kornelijus Perlys, Sales and Marketing students at Kauno kolegija Higher Education Institution, along with Dangerūta Valentė, a lecturer from the Department of Communication, participated in the international ‘European Sales Competition’ held from 9 to 11 June at Kristiania University College in Oslo, Norway.

The three-day event brought together 63 of the most talented marketing students from 20 universities across Europe and the USA. The representatives from Kauno kolegija achieved exceptional results: both teams featuring our students secured top positions, with Faustas’ team taking first place and Kornelijus’ team earning third.

Top honours in the team challenge

One of the most significant stages of the competition was the team challenge, where students tackled a task set by Coca-Cola Europacific Partners. Participants were required to develop strategies for effective collaboration between the company and the Carrefour supermarket chain, subsequently presenting their proposals to a panel of judges.

Reflecting on this stage, Faustas highlighted the complexity of the task: ‘We were tasked with delving into the operational specifics of Coca-Cola Europacific Partners and creating a strategy for collaboration with Carrefour. It required a detailed understanding of both companies’ business models and interests to present a comprehensive project to the jury.’

The solution proposed by Faustas’ team received the highest score, earning them first place in the challenge. Kornelijus also enjoyed success, with his team securing a respectable third place. For the students, this served as significant international validation, proving that the knowledge of sales, negotiation, communication, and strategic thinking gained during their studies can be successfully applied in a real-world business context.

Sales: understanding the client first

The competition focused on international B2B (business-to-business) sales and the refinement of negotiation skills. The primary emphasis was on the practical application of theoretical knowledge, strategic thinking, and communication skills when resolving genuine business scenarios.

The contest consisted of several stages. In individual sales simulations, students were given real-life corporate scenarios and had to step into the role of a sales representative. During meetings with potential clients, they had to analyse challenges, understand needs, and propose the most suitable solutions.

This format requires more than just theoretical expertise; it demands the ability to listen, ask precise questions, react quickly to arguments, present solutions in a structured manner, and build trust-based relationships. These competencies are becoming increasingly vital for sales and marketing professionals working with real clients and business partners.

Experience beyond the classroom

Lecturer Dangerūta Valentė, who accompanied the students, emphasised that the experience required both the students and herself to step out of their comfort zones. In addition to supporting the Kauno kolegija representatives, she took on the demanding role of a ‘buyer’ in the sales simulations, working directly with the participants.

‘This wasn’t just another trip – it was a powerful way to broaden horizons and make invaluable international connections,’ said D. Valentė. She noted that observing future sales leaders provided her with valuable insights into different sales styles and the importance of preparation, confidence, and adaptability. Such experiences bolster professional growth for lecturers, allowing these insights to be integrated into the curriculum to better reflect the international business environment.

Expert guidance from a global strategist

The students’ high level of preparation and confidence was further bolstered by pre-competition consultations with Kevin D. Kimbell, a guest lecturer at the Faculty of Business from California State University, Chico (USA). His extensive experience with global brands such as Google and Coca-Cola, combined with the negotiation insights he shared, provided the students with a competitive edge on the international stage.

The organisers of the ‘European Sales Competition’ describe the event as a unique educational platform where students solve real business scenarios and develop the ability to operate in a multicultural environment. We are delighted with our students’ achievements, which once again confirm the close link between the Faculty of Business study programmes and current market demands. We also extend our gratitude to the lecturers whose international expertise helped prepare the students for such a high-level challenge.