How do you turn a train ride into an unforgettable experience? How do you attract new customers without losing the ones who already trust you? These were the real questions behind the OUIGO Project-Based Learning challenge faced by the students of the Master in International Management.
And the answers weren’t in a textbook.
A journey beyond the classroom
In this OUIGO Project-Based Learning experience, students collaborated with the high-speed railway company known for offering sustainable travel at affordable prices. Their mission? To propose changes to OUIGO’s trains and services that could increase revenue and enhance the overall passenger experience.
The project began with a deep dive into the global transportation industry. Students researched trends, studied the competition, and identified the most promising customer segments. From there, they designed a complete customer journey—from the first brand interaction to how travelers would sit, feel, and engage onboard.
Co-creating with a purpose
What made this OUIGO Project-Based Learning special was the exchange of perspectives. OUIGO didn’t just open their doors—they opened their minds. As Carmen Clemente, HR Talent Assistant at OUIGO España, shared:
“Students bring fresh and different ideas. Their vision is really valuable for the projects we’re working on.”
This wasn’t a simulated case study. It was a collaboration with real stakes and real impact.
Key takeaways from the students
The learning was profound, and personal.
“The most challenging part was defining our target persona,”
shared Claudia Panadero, MIM student.
“I realized how companies can build experiences across the full journey of a customer,”
added Maria Alejandra Lombardi.
Their reflections show the true power of learning by doing. The OUIGO Project-Based Learning experience challenged them to think strategically, act creatively, and communicate their ideas with clarity and purpose.
From insight to impact
The impact wasn’t one-sided. While students gained confidence and professional skills, OUIGO walked away with actionable insights and new ideas to explore. That’s the essence of OUIGO Project-Based Learning: creating value on both sides.
As Claudia concluded:
“This was a fun and enriching experience. It made me understand OUIGO as a company.”
And that’s the kind of learning that sticks.
Curious about how our programs prepare students for impactful careers? Explore our programs in International Management, Finance, and Talent Management (HR) today and start shaping your future with Advantere.