The Marketing Mind

Course Objective

The learning objectives of this course are:

BROADENING YOUR HORIZON - See a broad horizon and formulate your own opinions
Expand your personal and professional outlook by exploring diverse perspectives and formulating informed opinions on marketing related challenges. Address economic, environmental, societal, and ethical concerns to develop responsible solutions.

SELF-AWARENESS - Reflect upon yourself and take responsibility for your own actions
Take responsibility for your own learning, knowledge, and actions. Develop a critical and deep ability to understand and reflect on consumers’ (including yourself) values, motivations, and goals, as well as improve the ability to develop and implement coherent plans.

PROFESSIONAL SOCIAL SKILLS - Have empathy and successfully interact with others
Communicate and collaborate effectively with an international cohort of classmates. Work well in a team and reflect on all roles and contributions within teams. Design and produce documents and other presentations, provided in English, to both academic and professional audiences.

Course Content

Being a marketing practitioner in today’s fast-changing and complex world is more demanding — and more exciting — than ever. As future marketing professionals, students are increasingly confronted with questions about purpose, professional identity, societal impact, and long-term career development.

This course focuses on the development of “The Marketing Mind” and supports students in reflecting on who they are as marketing professionals, what values and goals drive them, and how they can contribute meaningfully through their future careers.

The course is divided into two main blocks. The first block focuses on self-reflection and professional empowerment. Through reflective assignments, peer feedback, and interactive discussions, students develop greater self-awareness regarding their values, motivations, strengths, and professional aspirations.

The second block focuses on the development of practical marketing-related skills relevant to contemporary professional practice. Students work collaboratively in small groups within domains such as AI in marketing, storytelling and public speaking, social media marketing, data science, visual design, strategic negotiation, wellbeing, and marketing across cultures.

Alongside these activities, students complete a thesis preparation component designed to support their transition into the MSc thesis process. The course combines reflective learning, professional skill development, collaborative learning, and exposure to academic and industry perspectives through workshops, guest speakers, alumni interactions, and expert sessions.

Additional Information Teaching Methods

Lectures and meetings in smaller groups

No tutorials for this course.

Method of Assessment

This course uses an engagement-based assessment structure. Students are assessed based on satisfactory completion of all mandatory course components, including individual assignments, peer feedback activities, group project submissions, and the thesis preparation module, as well as participation in mandatory live sessions. Final grades reflect the level of engagement and participation throughout the course.

Literature

Additional Information

Attendance is an essential component of this course and will be officially recorded at all mandatory live sessions, both on campus and online.

Explanation Canvas

Modules will be added to the Course environment on Canvas on a weekly basis.