Marketing, it’s all about creating value
Full course description
“People don’t buy what you do, they buy why you do it.” Simon Sinek
“We're in a 21st century, transparent and connected world.” Guler Sabanci
The now nearly global availability of the internet and heightened connectivity in general are fundamentally changing the way we do, grow and promote business. However, the way we, as consumers, are influenced each day is in essence the same. The environment is changing and therefor businesses have to adapt in order to catch our attention. From sensory systems to absolute thresholds, from subliminal messages to controversial TV-commercials.
This course aims to give an overview of the trends and challenges in (international) marketing, to equip students with both the skills and knowledge to market products in the scattered and complex 21st century marketing landscape. Large multi-nationals are also experiencing these changing environments and are slowly starting to recognize the need for real contact with consumers, honest products, and transparent services with a personal touch as opposed to anonymous production for the masses. Similarly, this offers opportunities for small companies, which are also noticing this vibe.
In this course, students will learn about topics such as perception; different social media strategies; the different self-concepts; motivation, values & lifestyles; attitudes and the use of big data for marketing purposes in relation to small entrepreneurship. All these ne marketing insights and techniques are positioned against the background of 21st century trends and megatrends and focus on a different approach to business, such as “giving back to society”, sustainability, anti-consumerism, local communities, glocalization, and increased transparency and total connectivity.
Students will be asked to develop and present a coherent 21st century-proof marketing strategy for a real or fictitious start-up company in the goods or services sector. As part of their preparation, students will have the opportunity to meet with various representatives of the European business community, start-up companies, experts and visionaries.
This course consists of 32 class hours divided over 7-8 weeks in Spring and Fall. In Summer it will be divided over 4-5 weeks. Students earn 6 ECTS credits when they obtain a passing grade.
Disclaimer: trips and visits related to the course are conditional. E.g. Dutch travel advice should be positive regarding the region that will be visited and institutions should be able to accept visitors. In case a proposed trip or visit cannot continue due to circumstances, alternatives may be organized.
The course has the following objectives:
- Introduction to the topics of Marketing for the 21st century such as social media, sustainability, anti-consumerism, local communities, globalization.
- Placing marketing into a business model (BMG)
- Changing marketing strategies by using the Four Action Framework (Blue Ocean Strategy)
- Studying marketing principles, practices, and processes in considerable breadth and depth.
- Developing an understanding of key terms and models
- Increasing the understanding of the (im)possibilities of marketing research
- Getting introduced to recent developments in trends and developing a persona
- Learning to interpret visible marketing activities
- Actively applying the acquired knowledge by designing and building a marketing strategy.
An ‘Introduction to Marketing’ course is recommended. A passion for entrepreneurship and thinking outside the box is encouraged. Enthusiasm and effort might compensate for the lack of background knowledge.
This course is only open for Baylor University students.
The literature will consist of several books, articles and popular press. Students are also encouraged to bring their own literature.
- K.A.R. van Leendert
- M.M.J.J.M. Bertrand