Vak: Start-up, scale-up, grow-up credits: 5

This course focusses on the first three of the four main competences as defined for our programme: 

• 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.

21st-century skills:
In this course you will need, use and train the following of the 21st century skills  

• Creativity  
• Initiative  
• Perseverance  
• Adaptability  
• Commercial awareness  
• Critical thinking 

Level of complexity 
Advanced level focusing on analysis, evaluation and creation.

Level of independence 
Individual within Community of Learners and with help of teachers/coaches. 

Learning outcomes 
With personal ambition, business idea or existing business as a starting point, after finishing this course students will be able to:  

• Distinguish the different factors that contribute to business success.
• Identify which of those factors need to be prioritized in a chosen business context. 
• Apply networking skills to gain inspiration, insights, validation and advise in the professional field. 
• Select and apply different frameworks or models to analyse the status quo and formulate an advice or course of action to be taken. 
• Combine the previous learning outcomes into either a personal plan or business plan. 

These learning outcomes will be shown in the context of one of the following. 

• A recently started or yet to be started company (start-up) 
• A start-up company that is looking for growth. (grow-up)