Authentic Learning in a B2B Context

Cases involving Undergraduate Students from the University of Aveiro

  • Irina Saur-Amaral NECE-UBI & ISCA-UA, Universidade de Aveiro
  • Sandra Filipe GOVCOPP & ISCA-UA, Universidade de Aveiro


This paper presents the results of an authentic learning project for undergraduate students, in a business to business (B2B) context, more specifically the case of the Information Technology (IT) cluster in Aveiro. The project was implemented between October 2021 and January 2022 with 93 undergraduate students from second and third year of the Bachelor in Marketing and Bachelor in Finance at University of Aveiro, which developed strategic plans and marketing plans for 18 companies belonging to the IT cluster in Aveiro. Results show that benefits overseeded the barriers.