Marketing for the Greater Good

About

I am thrilled to have you join us for the 'Marketing for a Better Future' course in the beautiful city of Maastricht. This one-week journey is designed to equip you with the knowledge and skills to navigate the ever-evolving world of marketing, with a focus on sustainable and ethical practices. I believe that marketing can be a powerful tool for positive change, and we're excited to explore this potential together. We look forward to a week of learning, collaboration, and inspiration. Let's embark on this journey to shape a better future through marketing!
This course extends from a micro to a macro perspective to explore the relationship between marketing and society and the impact of markets and marketing practices in our current world. It encompasses elements of: - Business & consumer rights - Responsibilities & resistance - Sustainability -Social marketing - Critical marketing - Consumer society – The course will be delivered in 5 days through a combination of Lectures and Seminars (Business Cases discussions).

Course leader

Dr. Patricio Sanchez-Campos

Target group

This course is designed for Bachelors or Master students with some foundation in marketing management or strategic marketing.

Course aim

By the end of the course students will demonstrate knowledge about/the ability to:
• The development, access, and operation of markets for resources, goods, and services.
• The management of customer expectations, relationships, and development of service excellence.
• The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic, and environmental issues.

Intellectual Skills:
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise, and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating, and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.

Professional Practical skills:
• Commercial expertise based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
• The ability to recognise and address ethical dilemmas, corporate social responsibility, and sustainability issues, applying ethical and organisational values to situations and choices.

Transferable Skills:
• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
• High personal effectiveness: critical self-awareness, self-reflection, and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
• Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations.

Fee info