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Society  faces enormous challenges. We are increasingly aware of our planet’s finite resources, loss of biodiversity and climate change. As a consequence, companies and people, in their role as consumers and citizens, are looking for paths to build a sustainable system and limit consequences for the planet. In this course, we will critically reflect on current business and marketing developments, investigate their consequences, imagine alternatives, and consider strategies in the transition for a model that creates sustainable long term value for all stakeholders. 

The first part of the course focuses on core theories and concepts that lay a common foundation to go in-depth. Interdisciplinary teams with varying (business) expertise are formed to facilitate knowledge transfer. During the first lectures, we introduce concepts and frameworks with which the world around us can be analyzed. Next, we dive into questions such as 'Who is responsible for shifting (consumer) behavior?' 'What is greenwashing?' 'How are we influenced by materialistic cues online, and outdoors?' 'And what are the possible consequences of consumption on our personal well-being, but also for society?' We look outside of the classroom to collect examples for closer inspection. During the first part of the course, student teams work on a presentation that ties insights and findings from the group together.  

In the second part of the course, we depart from our common knowledge base and take a personal and multi-perspective angle. Here, we focus on skills to initiate and guide change in transition processes. Skills like critical thinking, being able to take different perspectives, communication and co-creation are important, but also empathy, openness, courage, and perseverance. We first need to tap into the imagination to envision changes and alternative lifestyles. How can we get there? What is the role of individuals, businesses and governments? How can art and media fuel change? Finally, what is required from future transition leaders and how can we get there?  

Reflection plays a major part in the course. Everyone comes with their own set of skills and challenges. During the course, disclosing knowledge accumulation, group processes and personal development is therefore encouraged. The final course assignment has substantial freedom in both execution and content. Students can select a personally fascinating reading, work of art, etc. to analyse how it is impactful along the lines of what we discussed during the course. At the very end, everyone is requested to answer the question: Wat is the future of marketing? 


You can find the timetable on Datanose.


Registration is possible for bachelor students participating in an Honours programme. Registration for the Honours courses will start on 6 June at 10 am and end on 11 June at 11 pm. You can register through the online registration form that will appear on Honoursmodules IIS (registration is NOT through SIS). Placement is random and students will hear within two weeks for which course(s) they are registered. There is no guarantee for placement if you register after 11 June, so make sure you register on time! 

For questions about registration please email to: 

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Honours programme
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