Is there a future for marketing

Development of a tool to map trends and scenarios that can give better direction to educational programs and research projects relevant to practice. In the first instance we do this for the domain of commercial economics (marketing & customer experience).


This project has two goals:

  • Development of practice-relevant education programs and research programs. We do this by examining trends through literature study, interviews with leading people in the field and a conference in which we build scenarios with experts
  • Train the trainer program so that we master the skills to do this within the HU


The project provides a number of scenarios for which we can prepare and which we can monitor in the future. This keeps our education and research programs up to date.


01 September 2020 - 31 December 2020


The following steps were taken in this research:

  • A literature review. For this, information is also obtained from job ads of leading companies via web scraping and Natural Language Processing.
  • Interviews with leading people in practice and science.
  • A final work conference with 25 experts to develop scenarios after which a final report is made.
  • After all this, the train the trainer sessions take place, the scenarios are prepared, and the organisation is set up to monitor everything over time.

HU researchers involved in the research

  • Professor Tijs Timmerman
    Tijs Timmerman
    • Professor
    • Research group: Marketing & Customer Experience
  • Harald Pol | Researcher | Marketing, Market Research and Innovation
    Harald Pol
    • Researcher
    • Research group: Marketing & Customer Experience

Related research groups

Collaboration with knowledge partners

This program is being developed together with De Ruijter strategy, who is a leader in this field in the Netherlands, and the Netherlands Institute for Marketing. Internal HU partners are the Institute for Marketing & Commerce and the Marketing and Customer Experience Research Group.


Any questions or want to collaborate?