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Trends in marketing and buying behavior

Companies nowadays face many challenges which force companies to adopt to the changing environment. Companies which do not change cease to exist. Therefore it is of utmost importance to keep eyes and ears open to spot trends and adjust the business accordingly. However, trends is just one of the aspects which need to be taken into consideration. For this minor a Marketing Model Canvas model has been developed and has the following elements: Customer, Strategy, Trends, USP, Tools. . In this minor you will learn how to implement all five elements of the Marketing Model Canvas at a company of your choice.. Main focus will be on the customer, since this is the spindle for every company. You will have to spot trend(s), analyse buying behavior and translate them into customer demands including innovation, assortment, price and promotion.

Minor is offered to students who are interested in a career in one of the following professional fields:

  • Category development manager
  • Sales manager
  • Marketing manager
  • Business developer


After completion of the programme student will be able to:

  • Make a persona(s)
  • Analyse buying behaviour of the specific target group and translate it into a customer journey map
  • Understand the difference between a trend a hype
  • Analyse ongoing trends related to a specific field (e.g. pet food, food, feed, agricultural machinery)
  • Give a marketing-related advice based on thoroughly done research
    Translate/link trends to a market forecast
  • Develop marketing strategy based on the market forecast

Aanvullende informatie

In order to successfully complete this minor the student will have to write the advisory report for a real company. In order to better understand the company and its challenges, the student will have to work for the chosen company during the duration of this minor (minimum of 21 days). It is preferred that the student will work at the marketing department of the chosen company.


Knowledge about: marketing fundamentals (e.g. marketing strategies, marketing communication strategies, marketing plan), organisational management.


Module element: ATMB01
EC: 8
Name: Strategic marketing
Exam: Advisory Report
Period: T4

Module element: ATMB02
EC: 4
Name: Buying behavior
Exam: Assignment
Period: T4

Module element: ATMB03
EC: 3
Name: Market forecast
Exam: Poster presentation
Period: T4


Harvard Business Review (2013). HBR Must Reads on Strategic Marketing. Boston: Harvard Business School Press. ISBN: 9781422189887

Materials provided by the lecturer


Academic year 2020-2021, semester 2 (spring) on Tuesdays.
Weeks: 5, 7, 10, 12, 16, 19, 21.