Course: Dot, dot, dot Marketing credits: 5
- Course code
- CIVB22DDD
- Name
- Dot, dot, dot Marketing
- Study year
- 2023-2024
- ECTS credits
- 5
- Language
- English
- Coordinator
- H.C. Kooi
- Modes of delivery
-
- Tutorial
- Assessments
-
- Dot, dot, dot Marketing - Other assessment
Learning outcomes
Competences
Upon successful completion of this course students will be able to
- SETTING A COURSE; The Marketing professional maps out a marketing approach. He/she does this based on his/her vision, opportunities he/she identifies in the market and the long-term competitive advantage of the organisation where he/she works. Because he/she does not work within a vacuum, the Marketing professional is a bridge-builder who connects both knowledge and people.
- CREATING VALUE; The Marketing professional gives substance to the marketing approach by creating long-term value for both the client, the organisation and society. He/she does this based on an analysis of data and research, with the aim of gauging the client's actual behaviour. He/she is able to translate this analysis into an action plan.
- BUSINESS DEVELOPMENT; Via co-creation with stakeholders, the Marketing professional designs unique and/or innovative concepts and revenue models to optimise value for all relevant stakeholders. He/she anticipates and/or initiates change and gains the support of the stakeholders during the development process.
- IMPLEMENTING; Based on the developed concept, the Marketing professional produces a sustainable marketing product or sub-product or service for existing and potential stakeholders. The Marketing professional puts forward creative solutions, facilitates parts of the implementation process, shows perseverance and takes financial responsibility in order to achieve the desired commercial result together with internal and external parties. He/she secures stakeholders’ commitment during implementation.
- Creativity
- Teamwork
- Initiative
- Perseverance
- Adaptability
- Communication
- Sense of responsibility
- Commercial awareness
- Leadership
- Curiosity
- Critical thinking
Upon successful completion of this course students will be able to
- deepen their knowledge of a specific marketing domain;
- demonstrate a way to inform and inspire the rest of the class about the chosen topic;
- write an article about that topic;
- to reflect upon their personal learnings.
Content
Level
Intermediate
Content
Many principles of Marketing are universal but the context in which marketing is conducted influences what the options and best choices on strategic and tactical levels are. In this course students deepen their knowledge of a specific field of Marketing. The lecturers will introduce different topics in the first week to get the creative process going. After that kick-off, students choose a topic (fill in the dots...), deepen their knowledge and write an insightful article on this topic. Additionally, students will share acquired knowledge on their topic with the rest of the class in an appropriate way.
Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.
Intermediate
Content
Many principles of Marketing are universal but the context in which marketing is conducted influences what the options and best choices on strategic and tactical levels are. In this course students deepen their knowledge of a specific field of Marketing. The lecturers will introduce different topics in the first week to get the creative process going. After that kick-off, students choose a topic (fill in the dots...), deepen their knowledge and write an insightful article on this topic. Additionally, students will share acquired knowledge on their topic with the rest of the class in an appropriate way.
Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.
Included in programme(s)
School(s)
- School of Business, Marketing and Finance