Study location	Netherlands, Maastricht
Type	Summer Courses, Full-time
Nominal duration	1 week (2 ECTS)
Study language	English
Course code	MSS1015

Tuition fee	€699 one-time Early Bird Discount: €649,00. Valid until 17 February 2025.

Entry qualification

Enrolled as an Undergraduate student or Undergraduate diploma This course is designed for Bachelors or Master students with some foundation in marketing management or strategic marketing. The entry qualification documents are accepted in the following languages: English. Often you can get a suitable transcript from your school. If this is not the case, you will need official translations along with verified copies of the original.

Language requirements	English The language of the course is English, so we expect a fluent level and the ability to follow and participate in class.

More information	maastrichtsummerschool.nl

Overview

Course Description
I am thrilled to have you join us for the ‘Marketing for the Greater Good’ course in the beautiful city of Maastricht. This one-week journey is designed to equip you with the knowledge and skills to navigate the ever-evolving world of marketing, with a focus on sustainable and ethical practices. I believe that marketing can be a powerful tool for positive change, and we’re excited to explore this potential together. We look forward to a week of learning, collaboration, and inspiration. Let’s embark on this journey to shape a better future through marketing! It encompasses elements of:
Business & consumer rights, Responsibilities & resistance, Sustainability, Social marketing, Critical marketing & Consumer society
Skills development
Intellectual Skills:
- Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise, and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
- Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating, and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.
Professional Practical skills:
- Commercial expertise based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- The ability to recognise and address ethical dilemmas, corporate social responsibility, and sustainability issues, applying ethical and organisational values to situations and choices.
Transferable Skills:
-Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
- High personal effectiveness: critical self-awareness, self-reflection, and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
- Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations.

Goals
By the end of the course students will demonstrate knowledge eabout/the ability to:
• The development, access, and operation of markets for resources, goods, and services.
• The management of customer expectations, relationships, and development of service excellence.
• The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic, and environmental issues.

Recommended Literature
Each meeting has relevant literature. In the specific overview per meeting in this Course Manual and on Canvas, you can find a detailed description of all relevant readings for each meeting. The literature of the current course has been carefully selected by your course coordinator to match the learning goals of this course. Most articles are accessible via Google Scholar and Science Direct if you login with your UM student account via the UM library site (library.maastrichtuniversity.nl/). Some sources are made accessible via this course Canvas page in the reference list. Feel free to search for extra relevant materials in other databases to complement your studies. Main literature For each session, a set of academic articles has been recommended. Those in BOLD are MANDATORY read. A broad (rather than selective) reading is therefore suggested to develop a deep understanding of the interface between marketing and society. For each session there are readings that are MANDATORY, and these are the readings marked in bold. The reading not in bold are suggested reading only. All bibliographical references will be available electronically. It is strongly recommended that you do not leave the reading until the last minute. Be sure to download these readings and save them to a folder on your PC. If it is of interest to you, there are other marketing-related magazines such as the Journal of Consumer Research, Journal of Marketing Management and European Journal of Marketing that contain relevant articles.

Teaching Methods
Interactive Class, Lectures, Presentations, Research

Assessment Methods
Assignment, Participation, Presentation, Attendance, Final Paper

Course Coordinator
Dr. Patricio Sanchez-Campos

Programme structure

The course will be delivered in 5 days through a combination of Lectures and Seminars (Business Cases discussions).
Following is the breakout for each session:
SESSION 1: INTRODUCTION / BENEFITS AND HARMS OFMARKETING
SESSION 2: THE GOOD, THE BAD AND THE UGLY: THE (DIS)EMPOWERED CONSUMER: SOCIAL MARKETING AND JUSTICEFOR ALL
SESSION 3: RESPONSIBLE AND SUSTAINABLE MARKETING (Business case discussion)
SESSION 4: THE NEW CONSUMERSOCIETY
SESSION 5: RESISTING CONSUMPTION AND CONSUMER ACTIVISM (Business case discussion)

Lectures are sessions that discuss the conceptual material of this course (e.g. lecture content, cases/examples, short exercises). The lectures include the discussion of theoretical frameworks and conceptual models in accordance with the aim of the session. These lectures are complemented with discussion of practical and current empirical cases and real world examples. The use of technology to enhance participation is crucial. Miro, Padlet and Kahoot are tools used in the lecture to integrate the discussion of students. All material will be made available online prior to the beginning of the course.
Seminars are hands-on practical sessions in which conceptual models will be applied to a case study. Students will work individually or in teams to discuss and solve a business case presented to them. These are short business cases of no more than 5 pages (i.e. Harvard, Insead, IESE) related to the topic of the day. Cases are focused on current marketing dilemmas faced by small or big companies, from all corners of the world. Students will have an insight from cases representing all continents. Seminars will follow the Business Case Teaching Methodology in which the students along with the lecturer will discuss the best and most appropriate solution for the case presented.
Business case discussions usually takes 1 hour at the end of each session. Students will need to prepare and submit a MS PowerPoint file with 4 MS PowerPoint slides with their own solution (1 file per student or group). 2 cases discussed during the week, will account for the final mark of the module.