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Kick-off | Workshop Unrealistic Marketing

On Monday the 6th of September students of the Academy for Marketing & Business Management kick off a two-week pressure cooker on Unrealistic Marketing. Facilitated  by Avans Innovative Studio, they will explore possibilities for a ‘paradoxical organization’. This organization aims to eliminate the difference between rich and poor. For this organization, the students will have to initiate various campaigns and clever actions during the pressure cooker. Their research question; How can you cost-effectively challenge the systemic problems surrounding the distribution of money? The students will shine their perspective on profitable concepts for effective interventions. With this, the intention is to work from an independent view and guarantee the organization’s continuity.

The pressure cooker addresses the research questions of Unthinkable Marketing, a new Cultural and Creative Industries research project by Susan Klijsen and Eke Rebergen. During the following year, Susan and Eke will explore unthinkable marketing as a suitable method to disrupt the theory and practice of marketing and thus create a space for new forms of marketing that focuses on a humane, fair, and sustainable society. The project aims to experiment with a radically different interpretation of marketing and take a position that at first sight is opposites to current marketing (practice). The research will develop a new marketing practice and, by extension, new marketing education.

The research project Unrealistic Marketing is a cross-sectoral collaboration between the research group New Marketing and the research group Cultural & Creative industries. More information on the research project will follow soon on caradt.nl.

During the pressure cooker, Susan and Eke will position themselves as clients, present the assignment, facilitate several feedback moments and complete the process with an assessment.

‘Nowadays a brand is no longer an instrument of marketing, but it is a symbol for inspiring, meaningfull organisations.’

Susan Klijsen is a researcher within the Cultural and Creative Industries research group and the New Marketing research group. She is a tutor at the Academy for Marketing & Business Management programme at Avans University of Applied Sciences and coordinator of the minor Branding.

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‘Disrupting our contemporary society can be a serious design goal.’

Eke Rebergen is a researcher within the Cultural and Creative Industries research group and a tutor at the Communication & Multimedia Design programme at Avans University of Applied Sciences in Den Bosch.

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Research Group: Cultural and Creative Industries

The research group Cultural and Creative Industries investigates the role of artists and designers as creative innovators and drivers of social and economic change. Affiliated researchers analyse the cultural and creative industries from a critical point of view and examine the conditions under which timely forms of aesthetic expression and social connectedness can actually take place within the precarious reality of this field. What economic models are required by artists and designers to create a meaningful practice within the aesthetic, social, and economic intentions of the cultural and creative industries? What skills sets are required for those artists and designers who don’t just want to follow movements, but actually shape novel social and economic models of the future?

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