In this course, students will revisit various areas of marketing that have been covered throughout their studies. These areas represent common domains in which alumni of the Master program are employed. The course serves as both a recap of the Master program, consolidating foundational knowledge as well as first practical experience, and an outlook into the potential professional futures awaiting the students.

1. Knowledge Integration: Synthesize and integrate knowledge acquired throughout the Master program in various areas of marketing.

2. Practical Application: Apply theoretical marketing concepts to real-world scenarios, as demonstrated in the Marketing Safari.

3. Critical Thinking: Develop critical thinking skills by analyzing and evaluating the effectiveness of marketing strategies observed during the Marketing Safari.

4. Communication Skills and Teamwork: Foster teamwork and communication skills by working in groups throughout the course and presenting the findings of the Marketing Safari.

5. Industry Insight: Gain insights into current industry practices and trends through firsthand accounts shared by alumni and other practitioners working in diverse marketing roles during the Conference Days.

6. Networking Skills: Develop networking skills by engaging with alumni and other practitioners during the Conference Days, establishing connections, and seeking insights into potential career paths.

7. Career Readiness: Increase readiness for future careers in marketing by understanding the diverse paths taken by alumni and other practitioners and identifying potential areas of interest.

8. Reflective Practice: Engage in reflective practice by critically evaluating personal and collective learning experiences from the course.

80% attendance required. If you miss (parts of) a class, please send us an e-mail beforehand.

Various teaching/learning methods are used within this course:

Marketing Safari - Experiential Learning

1. Contextual Relevance:
   • The Marketing Safari is designed to provide a practical and relevant context for the application of marketing concepts learned throughout the Master program.
2. Linking Theory and Practice:
   • Students apply theoretical marketing concepts (such as branding, promotions, customer experience) to analyze and interpret real-world examples.
3. Application Across Marketing Domains:
   • The activity spans multiple marketing domains (e.g., digital marketing, retail, sales), allowing students to witness the interconnectedness of these areas.
4. Observation and Critical Thinking:
   • Encourages students to observe and think critically about various marketing elements present in the city, fostering analytical skills.
5. Group Collaboration:
   • The Marketing Safari is conducted in small groups, promoting collaboration and teamwork among students.
6. Enhanced Memory Retention Through Active Engagement:
   • Actively engaging with the urban environment and experiencing marketing concepts in a real-world context enhances memory retention and the ability to recall information.
7. Motivation and Engagement:
   • The hands-on and exploratory nature of the Marketing Safari increases student motivation and engagement in the learning process.
8. Presentation and Discussion:
   • Following the Marketing Safari, students present their findings and engage in reflective discussions about their observations, connecting them to course concepts and theories.

Conference Days - Experiential Learning, Networking, Reflection

1. Guest Speaker Sessions – Industry and Career Path Insights
   • Alumni and other practitioners are invited to deliver presentations about their roles, industry insights, and career journeys, providing firsthand perspectives that are relevant for students’ own career planning.
2. Q&A:
   • Sessions include interactive Q&A sessions, allowing students to engage directly with the guest speakers and delve into specific topics.
3. Research and Fact Sheets:
   • Prior to the Conference Days, students prepare fact sheets about the companies the guest speakers work at, fostering research skills and enhancing engagement during the sessions.
4. Networking Opportunities:
   • Networking breaks are incorporated, enabling students to connect with the guest speakers, ask questions, and build professional relationships.
5. Reflective Exercises:
   • At the end of each Conference Day, students engage in reflective exercises to distill key takeaways.
6. Peer-to-Peer Discussions:
   • Opportunities for students to discuss insights gained and share observations with their peers, fostering a collaborative learning environment.

Marketing Safari Presentation: 50%

Fact Sheets: 40%

Reflection Tasks: 10%

Grade Key:

90,00 - 100,00%: Excellent (1)

80,00 - 89,99%: Good (2)

70,00 - 79,99%: Satisfactory (3)

60,00 - 69,99%: Sufficient (4)

0 - 59,99%: Fail (5)

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