Marketing, it’s all about creating value!
"I'm tired of this discussion of capitalism and socialism; we live in the 21st century, we need an economic system that has democracy as its underpinnings and an ethical code." Michael Moore "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. 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 slowly start to recognize the need for real contact with consumers and honest products and transparent services with a personal touch as opposed to anonymous production for the masses. This offers opportunities for small companies, which are also picking up on this vibe. In this course, students will learn about topics such as crowd funding and crowd-sourcing; different social media strategies; visual story telling; viral and guerrilla marketing and the use of big data for marketing purposes in relation to small entrepreneurship. All these new marketing tools 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. Students earn 6 ECTS credits when they obtain a passing grade.
Doelstellingen van dit vak
The course has the following objectives: • ntroduction to the topics of Marketing for the 21st century such as social media, crowd-funding", sustainability, anti-consumerism, local communities, globalization. • Cmmunications (IMC) • riting and partly executing a marketing strategy in cooperation with small entrepreneurs and experts from the field. • Sudying 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 branding and IMC • Learning to interpret visible IMC activities. • Actively applying the acquired knowledge by designing and building a marketing strategy.
‘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. A minimum of 7 students is required for the class to take place. The maximum number of students in class is 15.
The literature will consist of several books, articles and popular press. Students are also encouraged to bring their own literature.
- M.M.J.J.M. Bertrand