21 July 2017
Marketing (skills) for the 21st Century
"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."
"We're in a 21st century, transparent and connected world."
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 2-3 weeks. Students earn 6 ECTS credits when they obtain a passing grade.
The course has the following objectives:
• Introduction to the topics of Marketing for the 21st century such as social media, crowd-funding", sustainability, anti-consumerism, local communities, globalization
• Communications (IMC)
• Writing and partly executing a marketing strategy in cooperation with small entrepreneurs and experts from the field
• 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 branding and IMC
• Learning to interpret visible IMC activities
• Actively applying the acquired knowledge by designing and building a marketing strategy.
EUR 1000: Course