Overview

This programme helps you understand how organisations create value for customers and other stakeholders. It builds on three pillars: understanding the impact of marketing, understanding customers and their needs, and fostering market-driven innovation. You will learn to evaluate how marketing activities contribute to both organisational success and societal impact. A deep dive into consumer psychology and social influences equips you to understand buying behaviour and build strong customer relationships. Finally, you will develop strategic skills to manage innovation, enabling you to successfully develop and commercialise new offerings for competitive advantage.

Future career opportunities

The programme equips you with the analytical mindset needed to become a successful marketer of the future. No focus on quick wins, but on building a solid understanding that gives you an edge in both profit and non-profit contexts.

Possible career paths include:

• Marketing Manager
• Digital Marketing Specialist
• Marketing Analyst
• Account Manager

• Brand Manager

Research

Students study topics that include, but are not limited to:

• Drivers of sustainable fashion consumption
• Marketing mix effectiveness for local food
• Online and offline retailing
• Neurodiversity in consumer behaviour
• Complaint handling on social media
• Sociology of technology use
• Customer co-creation in ideation contests
• AI-literacy and vulnerability to online fraud
• Anxiety caused by wearable technology
• Online customer experience and AI
• Dealing with stakeholder tensions in marketing

Accreditation

This programme is accredited by the NVAO (the Dutch-Flemish accreditation organisation) and AACSB (the Association to Advance Collegiate Schools of Business).