Enrolment is no longer possible for semester 1 2023-2024. The maximum number of participants has been reached for this minor.

The core focus of this course it to understand how and when brands acquire meaning for people who ‘belong’ to a specific social and cultural context i.e. a community.  Marketing is seen as every activity that a brand initiates in order to influence this community and by doing so encourage people to like their brand.  The marketing activities and approaches can consist of varying media e.g. a store, a product, a video, a tweet, a reel or a combination of these. Brands usually aim to convey their core, strategic, value proposition with their messaging, across varying media, so as to engage with communities. As such, understanding how text and images can create meaning is an essential part of understanding this messaging. Increasingly, brands are also turning to consumers to influence and create their messaging, facilitating a more intimate relationship. 

Ultimately, the role of brands have shifted whereby consumers may also even expect them to play social and political roles, sharing not only their value proposition but their true colours on many topics e.g. Gun laws, LGBTQIA+ inclusion, diversity, sustainability, to name but a few. These expectations have led to brands engaging with diverse communities on varying issues, potentially outside their core business. The question to be answered therefore, is should brands engage in social and/or political statements to gain meaning and can they do this authentically?  Students will focus on these contemporary, consumer-driven marketing issues throughout this semester. The ultimate goal is to develop an innovative marketing approach that adds meaning for a brand and a community of choice. This concept will be based on in-depth research into your social-cultural community, investigating their shared language, experiences, consumption patterns and spaces inhabited. With this critical approach to marketing, you will ultimately be able to interpret relevant texts and images, as well as create dynamic brand stories, both visually and verbally – all essential building blocks in providing added meaning.

This semester aims to facilitate an understanding and critical approach to how we research, the insights gained and towards the effectiveness of innovative marketing approaches. Research is seen as a way to discover, discuss and gain insight into current innovative marketing, communities and the ever evolving role of a brand. We will also critically evaluate theory and industry practice to gain an in-depth understanding of marketing today. A curious and questioning mind is essential in this case.

The knowledge and skills developed will be of benefit to students interested in branding and marketing, who are either venturing into work, internships and/or graduating. The wealth of contemporary marketing skills and knowledge offered during the semester facilitate this future pathway. 

The lessons and materials will be provided in English, however, assignments and exams may be completed by students in Dutch.

The following key learning objectives have been formulated for the semester:

1. Students understand the relation between strategy, branding and marketing.
2. Students understand the relation between a research question and design.
3. Students are able to critically assess academic and business literature.
4. Students are able to analyse and interpret text, images and their meaning.
5. Students understand the complexity of brand and consumer interactions.
6. Students are able to translate theoretical insights into actionable proposals.
7. Students are able to create professional and innovative marketing concepts. 
8. Students are able to reflect on their learnings and development and articulate future personal S.M.A.R.T goals.

All assignments deliver against these learning objectives in some manner culminating with students feeling empowered and richer in knowledge and skills.  

For external students: 3rd or 4th year of HBO (higher vocational training). Command of the English language. Specific foreknowledge not required, instead, students need to have an interest in marketing, retail and fashion, be motivated and committed. 

Students should:

• be able to converse confidently in English. Written work may be done in Dutch.
• have a critical, curious attitude, which they want to develop further. 
• be able to think on a more abstract level.
• be able to work equally well independently and in groups. 
• Some marketing knowledge is a beneficial.
• be a strong communicator in both word and image.

The teaching and examination regulations of your own Bachelor programme apply.

Varia

Publication will be as soon as possible

Contact time:
Contact hours change per week , depending on the work process, the development of your products  and the availability of (guest) lecturers. We assume you are available 40 hours per week - you will need this time to produce your work anyway, and it includes contact hours.

This course uses both formative and summative evaluations in the form of written exams, assignments, diverse projects and practical involvement. 

The minor consists of the following 5 summative components which have multiple deliverables. 

1) Marketing Innovation Analysis (8 EC).  A journey into marketing and communication campaigns; brand marketing; and community behaviour and attributes. 

2) Marketplace Analysis (6 EC) A discourse around brands and their potential role in social and political statements

3) Innovative Marketing Advice & Storytelling (8 EC) Develop an innovative marketing concept connecting a brand and community, which will come to life in a film. 

4) Marketing Exam 1 (4 EC)

5) Marketing Exam 2 (4 EC)

There are a few formative assignments to facilitate completion of the above mentioned summative assignments:

• The Design Sprint week, whereby students present a creative strategy for a transformative brand (Pass/Fail indication provided). 
• ·       Content Marketing case study;
• Digital filter and gif challenges.

If a student fails to successfully complete the minor in the period in which she took the minor it is possible to finalize the minor in a following period in which the minor is given.

If a minor is no longer offered or in case the minor is rewritten, the degree programme will offer students a further two opportunities to finalize this minor in the following year.

Questions about the minor?
Contact Angela Kilcoyne, a.m.kilcoyne2@hva.nl
 
Questions about the Kies op Maat-procedure?
Contact Yien Wei Thye, ofp-amfi@hva.nl

Applications will be processed in the order of receipt of signed learning agreements.