Marketing & Entrepreneurship

The professorship for Marketing and Entrepreneurship aims to strengthen knowledge development on marketing-related issues through applied research, in collaboration with lecturers and students.

Our story

For organisations in both the private and public sectors, one of the major challenges is to determine how they can contribute to the transition toward a more sustainable and digital society. Marketing and customer experience can play a key role in this transition, not only in terms of making products, services and processes more sustainable, but also in understanding and influencing consumer behaviour. The relationship between organizations and their customers is crucial in driving behavioural change. Another interesting question is the role of digitalisation in this transition and how digital transformation can support sustainability efforts.

Marklinq

Marklinq is the research institute of the professorship for Marketing and Entrepreneurship at Hanze. The professorship aims to strengthen the knowledge of organisations in the Northern Netherlands and of (student) entrepreneurs from Hanze by conducting applied research on socially relevant issues. These include topics such as sustainability, digitalisation, value propositions, customer relationships, and revenue models. The research group approaches these issues with its specific expertise in marketing, consumer psychology, and behavioural influence. It works closely with the programmes of the Institute for Business, Marketing, and Finance of Hanze, enabling it to involve students in ongoing research projects.

Marklinq conducts applied marketing research on behalf of both government and industry. Its approach focuses on achieving a thorough analysis of the issue at hand through research, always grounded in solid literature, and translating the findings into concrete recommendations. Marklinq’s research is characterised by:

• expertise and independence
• being based on current and relevant scientific research
• the involvement of motivated students in the execution of fieldwork