PERSPEKTIVEN & KLARHEIT
MASTERCLASS: MARKETING & MEANING
Ever wondered why marketing is relevant in times of unprecedented changes and challenges? Marketing and Meaning – Creating Value Beyond Mere Business gives some of the answers.
This contemporary marketing course gives you an overview of the most relevant challenges and basic questions of marketing in the context of current times. Besides conceptual foundations and different approaches to marketing, you will learn basic frameworks of communication and discuss current topics with other students and experts.
„I got the chance to join in many practical exercises plus theoretical knowledge which I can connect with real life.“
„It’s interactive and deeper than I ever thought it will be.“
„Good structure with theory, practical application and insights into the real world.“
What you will learn in this course
Taking into consideration current societal, economic and ecological developments, e.g. globalization, digitalization or climate change, the following topics will be explored:
- MARKETING & VALUES. What types of value can be created through marketing – and why you should care about all of them.
- VISION & MISSION. How a brand’s definition of purpose today can build its success in the future.
- TARGET GROUPS & STAKEHOLDER APPROACH. Who should be considered in the development of a strategic marketing approach (surprise: it’s not only the customers)
- COMMUNICATION. Why trust and credibility are of utmost importance in building and sustaining a brand in the marketplace.
- INNOVATION & SERVING SOCIETY. About the blurring boundaries between marketing, innovation, serving the greater good.
Please note: this course has been developed for participants without any previous knowledge in marketing or business.
Why this course was developed
On the one hand side, there is the zeitgeist of uncertainty. Times are always changing and so are we as a society, not last regarding consumption habits. Thus, marketing as a relevant part of business administration needs to be revisited frequently, too. In this marketing course you can develop ideas to tackle current challenges and develop an awareness for different needs of different groups of people.
On the other hand, all of us can foster change for the better. More than ever, all of us need to take over responsibility: by better understanding how marketing strategies work, we can live meaningful lives easier and more consciously and make an impact.
Voices of Participants
With great interest have I participated in the course „Marketing & Meaning – Creating Value Beyond Mere Business“ in 2021. As a student of a humanistic discipline, I was not very familiar with the topics of marketing and business administration before the course began. However, the class gave me an intuitive and at the same time solid introduction to the world of marketing, so that within just a few weeks I was able to understand more and more the entrepreneurial way of thinking. As the title of the workshop implies, our discussions covered much more than marketing in the narrow sense: I was particularly excited by the insights into the larger social responsibility of a company and the many ways marketing strategies help to „create value beyond business“. Most of all, I am delighted to have met Nina: In her, I see a role model for confidently going one’s own way and – in her own words – „linking the Unlikely“. – Kerstin Veronika Pecher
I don’t remember being able to focus this much any of my major lectures at uni. I also can not believe this course came to an end, it was one of the most exciting course I did since the longest time. – Participant Winter 2020/21
I felt relaxed and confident during the talks. The content of the course was appropriate for someone like me who had no background in marketing. – Participant Winter 2020/21
Mix of theory and discussion, Nina is very nice and enthusiastic, super interesting content. – Participant Winter 2020/21