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After the foundation year the students in the 2nd year pass through a program that consists out of four projects. These projects concern market analysis, consumer marketing, marketing research and customer relationships. The first part of the 3rd year (5th semester) is the introductory placement. In the 6th and 7th semester the projects marketing communications, export management, sales management and strategic marketing are offered to the students. |
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The graduation placement is situated in the eighth semester. Below the marketing oriented projects of the second year are described briefly.
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Market Analysis
The students make an analysis of a branch of consumer products. They describe the recent developments and define the opportunities (trends) and threats. They also make an analysis of the competition. They conclude with a proposal whether or not to enter this market for a new company. |
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Consumer Marketing
In this project the students describe and analyse the current marketing activities of the four most important brands in a certain consumer market. They focus on the way these marketing activities are attuned to the environment of the company, and to the way these brands approach the consumers. The group proposes improvements on the marketing mix of one of the brands. They make a calculation of the costs and profits of this new marketing mix. |
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Marketing Research
In this project companies act as the principals for the project. The company defines a problem and their need for information. The students will execute the necessary field research to gather the requested information. They will establish the research questions, make the questionnaire, choose the research method , execute the research, analyze the data with SPSS, draw conclusions and propose improvements. |
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Customer Relationships
Maybe keeping customers is more important then gaining new ones. In this project companies act as the principals for whom the students develop a plan to improve the customer relationships of the company. The plan will be based on an internal and an external analysis of the company. Part of the external analysis will be a qualitative research amongst customers and prospects. The development or improvement of a MIS is part of the project.
In the sixth and seventh semester the students pass through the projects strategic marketing, marketing communications, export marketing and international sales. In appendix A you can find a brief description of these projects. |
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Assessment of the projects
The students are assessed on the presentation, the report, their knowledge of the subjects involved and on their project skills, being the way they perform as members of the group. |
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Training
In addition to the projects students are involved in the training of specific skills such as presenting (Dutch, English and in one of the languages French, German or Spanish), meeting efficiently, telephoning, interviewing, negotiating (English), making efficient sales calls (English) and working with computer programs like Office, Power Point, SPSS, Access and Marketing Information Systems. |
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International orientation
Most subjects and projects during the second, third and fourth year have as well a national as an international orientation. The seventh semester of the course is totally in English. Foreign students are admitted to the course to stimulate the speaking of English by our students and to emphasize the international character of the School.
The projects Export Management and International Sales Management are especially developed as international marketing projects. |
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