Research group Marketing & Customer Experience
Lines of research within the research group
Personalization and Responsibility In Marketing and Ethics
ProjectResearch by McKinsey states that marketing is the field where AI will contribute greatest value, for example with personalization. This radically changes the stakeholder field in which marketers operate when using personalization algorithms, by working together with data scienstis, AI-architects and data engineers more often. This research focuses on the question which guidelines for marketers are required to come to a responsible personalization practice.
Marketing skills for the circulair transition
ProjectThe transition to a circular economy needs a push—only 6% of Dutch companies actively embrace circularity. This presents an opportunity for marketing!
Digitalisation and the Human Dimension
ProjectInterviews with various public service providers show that providing the “Human Dimension” (“Menselijke Maat”) to citizens is often not secured in regular work processes and customer systems of public organizations. This is a major focus of both the government and KIA MV and too often leads to escalation of (complex) questions to customized solutions.
Publications
Education
The research group strives to actively contribute to the development of education in the field of marketing and customer experience. In recent years, we have contributed to the development of the bachelor’s degree programme in Commercial Economics and the master’s degree programme in Data Driven Business.
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