As a part of the 4M theme week, I asked a few of our teachers to write about the first year of the new Marketing and Media Management program from a teacher’s point of view. In this second part, Henrik Sjödin, Course Director for Brand Management and Marketing Communications, writes about the high ambitions of the program.
A year ago, my colleagues and I were busy finalizing the details for the first year of the Master in Marketing and Media Management. We were enthusiastic about the prospect of designing an entirely new learning context. We would build on our accumulated experience and find new ways to address the needs of future employers and graduates. Our ambitions were set high.
At the time, we did not know our students-to-be. What ambitions and experiences would they bring to the table? Would they be equipped with an adequate understanding of marketing essentials and, perhaps even more important, would they be willing to work as hard as we would push them to?
As teachers, we are passionate about our subject. We enjoy seeing students grow and we put a lot of time and energy into our pedagogical mission, sometimes at the expense of more self-serving pursuits. Teaching at this level is not a mindless chore. Neither is learning. Accordingly, we generally expect students to be intrinsically motivated. We want them to commit themselves to hard work out of interest, not to please anyone else.
As we designed the curriculum, we tried to stimulate a genuine interest in marketing and business development. We took a leap of faith when we presumed that people who decide to invest two years of their life in this program actually would appreciate working hard to achieve some serious learning.
Were we setting the ambitions too high? No, we weren’t.
Two days. That was all it took to instill a very pleasant mixture of relief and excitement in me and my colleagues. When confronted with our plans and high expectations, our new students did not shy away. More importantly, the first impression was substantiated throughout a very rewarding semester. The commitment to personal and professional development was obvious.
As I write this, we are in the midst of further refining the curriculum for the fall semester. We still have the ambition to offer a stellar education for marketing managers of the future. This time, we are confident that our aspirations are absolutely appropriate.