Leveling up Commercial Agents' Competencies: Technologisation and Internationalisation of European Commercial Agents

LUCA pursued two main objectives: (1) to design a modular, online training path tailored to the real working needs of European commercial agents, and (2) to contribute to the digital transformatio...

LUCA pursued two main objectives: (1) to design a modular, online training path tailored to the real working needs of European commercial agents, and (2) to contribute to the digital transformation of both commercial agents and partner organisations (including associated partners). The project combined innovative learning technologies, SCORM-compatible e-learning formats, and AI-based tools to strengthen digital sales competences.

The project was implemented across five work packages. It began with an extensive analysis phase to identify the concrete learning and training needs of commercial agents. Based on these findings, four structured learning modules were developed, complemented by additional digital formats and delivered through an ILIAS-based learning platform. In an international pilot phase with more than 100 participants, the content and the platform were thoroughly tested, evaluated and optimised. Throughout the project duration, the results were disseminated via digital channels, professional networks, national multiplier events, and a well-attended international final event. Most project activities were carried out digitally – including training sessions, meetings and evaluation – supplemented by targeted physical meetings. The implementation took place between October 2023 and September 2025 and combined digital formats with selected in-person phases to ensure efficient international collaboration.

The project delivered significant and sustainable results: four structured learning modules with twelve course units, available on an accessible, GDPR-compliant Moodle platform; open-licensed training materials (CC BY 4.0); and a total reach of 130,000 people through multi-channel dissemination. Beyond its tangible outputs, LUCA enhanced the digital readiness of commercial agents and strengthened the capacities of the partner organisations to create high-quality digital learning content. The project laid the groundwork for the future recognition and certification of digital competences in the commercial agents’ profession across Europe.