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:
- VALUE. 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.
- 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. Why you should never start with the product itself when you seek to develop a new product.
- SERVING SOCIETY. What successful marketers can learn from great designers and the minimalism movement.
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.
How this course is structured
This course is held online via Zoom over the course of five days. Each course day will include a lecture to receive knowledge impulses, group work to deepen the knowledge and moderated discussions. The course will be enriched by interactive reflection exercises and talks from external business experts.
Please note: this course has been developed for participants without any previous knowledge in marketing or business.
Inspiration and References
- Böckmann, W. Wer Leistung fordert, muss Sinn bieten. Econ Verlag.
- Hieatt, D. (2014). Do Purpose: Why brands with a purpose do better and matter more. Do Books.
- Indset, A. (2017). Wild Knowledge: Outthink the Revolution. LID Publishing.
- Sinek, S. (2011). Start with Why: How Great Leaders inspire Everyone to take Action. Lenguin.
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