Marketing Management

Program Overview

The Marketing Management program at Hanze University of Applied Sciences is a four-year, full-time Bachelor of Science degree that teaches students how to effectively market products and services. The program emphasizes practical skill development, intercultural competencies, and ethical considerations, preparing graduates for successful careers in the global marketing field. It balances theoretical learning with hands-on projects and industry collaborations, ensuring students develop both knowledge and practical abilities.

Program Outline

Degree Overview:

The Marketing Management program at Hanze University of Applied Sciences is a four-year, full-time Bachelor of Science degree (240 ECTS credits) taught in English. The program's essence is to teach students how to convince consumers to choose a product or service over competitors. It emphasizes the fast-evolving and trend-sensitive nature of marketing in a digitalized and globalized world, requiring professionals to constantly adapt. The program balances theoretical learning with practical skill development, including projects in international groups and a focus on ethics and corporate social responsibility. Intercultural competencies are emphasized through international project group work. The program aims to prepare students for successful careers in the global marketing field. A study coach is assigned to each student for the duration of their studies to monitor their progress and provide advice.

Outline:

• Year 1: Focuses on fundamental marketing and operational management.
Introduces marketing, organization theory, economics, corporate communication, and sales. Students work on practical marketing cases for real-life clients in international project groups. Subjects include International Marketing, Communication, Intercultural Competences, Sales, and Business Development. Examples of modules include Intercultural Competence and Integrated Project Assignment 1. A Hackathon focusing on the Silver Economy is also mentioned.
• Year 2: Focuses on market approach, customer behavior, and translating that information into practical products or services.
Covers marketing planning, sales, and customer relations within an organization's overall marketing policy.
• Year 3: Includes a mandatory internship (abroad for Dutch students, optional for international students).
A small research project is also part of the internship. Students can choose a minor program (30 ECTS) at Hanze UAS or another Dutch university, or study abroad at a partner university.
• Year 4: The first semester offers elective courses to deepen knowledge in areas of interest.
The second semester involves a graduation project, a complete assignment from analysis to recommendations for a company or organization, supervised by lecturers.

Teaching:

The program uses a combination of theoretical learning and practical application. Students work in international project groups on real-life company assignments. The program emphasizes skill-building alongside theory. A study coach is assigned to each student for the duration of their studies. Lecturers mentioned include Rinnie Mol-Bruinsma, Mariia Stolyga, and Oeds Baart. The teaching approach includes project-based learning, as evidenced by student testimonials.

Careers:

Graduates work at top global companies such as Amazon, Google, IBM, Rabobank, Volkswagen, PwC, and Philips. Popular job titles include social media marketeer, account manager, digital marketeer, communications manager, entrepreneur, and sales manager. The program prepares students for careers in the dynamic, trend-sensitive, and innovative world of marketing. Graduates can also pursue a master's degree, such as the MSc in Business Studies (Interdisciplinary Business Professional) at Hanze UAS or other universities.

Other:

The program includes a focus on ethics and corporate social responsibility. Students gain international experience through project work and (for Dutch students) mandatory internships abroad. The program highlights the importance of adapting to the ever-changing landscape of marketing due to digitalization and globalization. The program also mentions the Game Change Management subject/theme. Student stories are included to showcase student experiences and learning outcomes.