Taking into consideration current societal, economic and ecological developments, e.g. globalization, digitalization or climate change, the following topics will be explored in this course titled „Marketing and Meaning – Creating Value Beyond Mere Business“:

• 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.

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