Gustavo Santana Cervantes
Universidad La Salle, Mexico
Gustavo Santana Cervantes holds a Bachelor’s Degree in Advertising, with Specializations in Media Planning and Skills, and a Master’s Degree in Business Skills. With over 30 years of professional experience in communication and marketing, he currently works as an independent consultant, specializing in strategic marketing and digital advertising. He has overseen the strategy for more than 50 brands and has 20 years of teaching experience, notably leading international educational projects using the COIL methodology with institutions in Peru, Colombia, France, and the United States. He defines himself as a strategic and creative person.
“Implementing the COIL methodology has been a transformative experience, both professionally and pedagogically. For me, the greatest joy lies in witnessing how it dismantles geographical and cultural barriers in real-time, turning the abstract concept of ‘globalization’ into a tangible, collaborative classroom experience. The main challenge —aligning different academic calendars, evaluation systems, and time zones — is significantly outweighed by the benefit of fostering deep intercultural competence in our students. It pushes them to develop critical soft skills such as adaptability, digital communication, and empathy, preparing them for a professional world that is increasingly interconnected and diverse.“
Project Information
Project Name: Project Management in an International Context
Partner: Sajida Muhammad Tayyeb, ICN Bussiness School (France)
Project Length: 6 weeks
Modality: Synchronous & Asynchronous
Technology Tools Utilized: Teams, WhatsApp, Padlet
UN Sustainable Development Goals: Quality Education, Sustainable Cities & Communities
Project Summary:
This Online Collaborative International Learning (COIL) project brings together undergraduate students from ICN Business School (France) and a partner university, La Salle University CDMX, in Mexico City, to co-develop an international social entrepreneurship mini project.
Learning Outcomes:
- It analyzes the viability of a social entrepreneurship project in an international context, considering economic, social, and market variables, as well as its alignment with the Sustainable Development Goals (SDGs).
- Collaborate effectively in intercultural virtual teams, demonstrating strategic communication skills, cultural adaptation, and critical reflection on the international work process.