International Business Research Club would like to invite you to take part in the project during which students and teachers from UEKat jointly with students and teachers from Howest Hogeschool in Belgium will work in order to create a game which will enhance segmentation of international consumers. The aim of the game therefore is to expand your theoretical knowledge on marketing and segmentation, as well as to develop your practical skills concerning gamification and mobile application design. You will work in international team, what will also enable you to improve your communication skills.