The aim of this course is to give students insight in the fundamentals of Strategic & Operational Marketing in a very dynamic and global setting, and this through interactive input sessions and discussions on several topics:
- Strategic Marketing and Operational Marketing: the essentials
- Value driven Marketing strategy and operations
- Trends in Marketing 2023: drivers of growth
o Economic instability
o Sustainability
o Creativity
o Innovation (new technologies)
- Data-driven marketing + examples
- Ethics in marketing (CSR) and supply chain considerations, e.g. reshoring (“Made in France”-effect)