2. OVERVIEWOFSEMINARS
One at the campus (because of Innovation Training)
A cross-generational view on NXTGen Marketing by Joeri Van den Bergh -
21/11/2017 at Aula Stropkaai from 14:30
Two (three) outside of campus
* Go Strange Live – 21/10/2017 at ICC Gent from10:00 until 17:00
How Economic Inequality Harms Societies by Richard Wilkinson
(organized by Comac Gent) – 22/11/2017 at Auditorium 2 Franz Cumont at
Blandijn from 20:00 until 22:00
* De Buitenland Beurs / The Go-Abroad Fair 2017 in Ghent –
26/11/2017 at Flanders Expo from 10:00 until 16:00
* I did two fairs because I needed more information about the study abroad and
different kinds of organizations, both were interesting to attend, so I put them
both in the slide cast
3. CROSS
GENERATIONAL
MARKETING
INTRODUCTION
Insites Consulting is a company
that is specialised in market
research. Other than normal
market research companies or
agencies, they are interested in the
new generation Y & Z because
they are the game changers in
marketing. They strive for
innovation via inspiring client
cases, papers, thought-provoking
presentations, books etc. In 2017,
they have been named the 5th
most innovative research agency
worldwide.
4. Fragile is on next generation marketing, like
previously mentioned, it focuses on Millennials:
young adults 21 – 36 years old and Generation
Z which is until 20 years old. The idea is to
share the latest insights to connect with the
latest generations. Joeri Van den Bergh is the
author of How Cool Brands Stay Hot which is a
marketing book branding towards Milinials and
he is co-founder of Insights Consulting.
SHORT SUMMARY
Today it is quiet hard to grow up, it is a fragile
world. The differences between ages are
changing. A 12 year old knows for example
more than a 12 year old 10 or 15 years ago,
they are growing up way too fast but middle
aged people can also for example have
midorexia, which is that people start to act 10
years younger than their age. There are more
singles and it becomes a flatage society.
5. But how are the NextGen reacting,
changing their behaviour to this?
Young people have an agile mind
set, they are more open. It is
about the micro, the me aspect,
and the macro is about changing
the world and society to make it a
better place. The NextGen want to
do things themselves such for
example hyper adaptive products,
designing your own t-shirt, shoes
etc. NextGen is also looking for
meaningful brands that for
example have a good influence on
the world. Attention economy is
important to connect with
NextGen. It means everyone is
competing for this marketing
attention. NextGen is more
looking for fast solutions that last
forever not for the best solution.
6. Influenza, influencers became really important
in our society, especially for the NextGen. Also
augmented reality became a hit. The real,
imperfect reality is relevant because many
brands are overusing authenticity claims.
‘Touchability’ is important, the wrong thing to
do is pretending to be something you are not
such as being ‘local’.
CONCLUSION
The NextGen is looking for transparency and
innovation. They want something fast and
something from the roots, something special.
Marketers need to stay updated with the new
trends in order to win this audience.
7. REFLECTION
I learned that marketing nowadays is different than it used to be. When talking about the NextGen, I was
carefully listening to the things he said about this generation since I am a part of it and everything he said, I
agreed on. For example when he said that we are looking for quick solutions and also want to see things in an
innovative way, that is true because as a student I am always looking for quick and attractive solutions.
Marketing has always interested me, and it could be a big chance that I am going to do something in that
field, so learning that you should be different than the others is very important. There are already so many
marketing agencies or the same marketing stunts that it is crucial to do something different, something in the
benefit of the NextGen. I already knew that for example vloggers and bloggers are a thing now and I am
following a couple. I have never thought about the fact that if they promote something, I am always looking to
buy the same product because they say it is good. So, this goes to show that it has a huge impact on this
generation.
8. GO STRANGE
LIVE
INTRODUCTION
Together with Anna Maria, I went
to Go Strange Live, which was an
event concerning everything
about going abroad. On the
website www.gostrangelive, you
could choose from various
programs so you did not have to
attend the whole day. We were
particularly interested in
Budgetvriendelijk de wereld rond
organized by Wegwijzer vzw and
in studies and internship.
9. The session Budgetvriendelijk de wereld rond was about how to travel
on a low budget that could be for example on a bicycle. The presenter
gave us a lot of tips on tricks on for example couch surfing, lifting etc. It
was interesting to hear these tips and to know that Wegwijzer helps you
with your research before going to a country. Next to that, we have
visited some stands concerning studies and internship. Artevelde
University College was also there. There was even a screen where you
could see people calling each other on Skype and they could also see us
and see the event live. Next to that, there was a ‘Human Library’ where
10. We met ambassadors of
Educational First who talked to us
about their experiences and we
about ours. At the end we had a
drink and ate something small.
Before exiting the fair, there was a
big board that caught my
attention which was the
’International Vacatures’ board.
The board was full of job ads all
over the world, even jobs you
would not have thought that
would be asked abroad such as a
hairdresser or baker.
It was a pleasant day with lots of
interesting aspects!
11. REFLECTION AND MOTIVATION
I chose this event because I wanted to know more about the different organizations that help you with for
example your documents to go abroad, internship information etc. At that time, we have not received
information from Artevelde, so I was looking for basic information to educate myself on how it is to go abroad.
Of course, afterwards, the information of Artevelde helped me even more.
I went to a seminar, like described in previous slides, where I learned that it is possible to travel with a low
budget. Our study program is called International Business Management, so I was interested in that
international aspect, but I learned that it is not needed to travel overseas to find it, even in our class it is
possible! The point is, you do not have to make your journey expensive in order to enjoy other cultures, of
course, there are cultures that are very interesting but far away but as a student it is sometimes not possible to
pay a big amount. The fair was OK because I actually expected a little bit more of it. Other aspects I liked were
the Human Library where you could talk to strangers about experiences abroad.
12. HOW ECONOMIC
INEQUALITY
HARMS SOCIETIES
INTRODUCTION
Richard Wilkinson is a social
epidemiologist, author and
advocate and was a professor at
the University of Nottingham. He
is also known for his book The
Spirit Level and co-founded The
Equal Trust. Richard Wilkinson was
invited by Comac to talk about a
whole career on search on social
determination on health and
research on rich and poor in each
country.
13. He talked about what an inequality, a
gap between rich and poor, can to
do us. It has not only an influence on
the poor but also the rich.
Consequences he talked about are
health and social problems such as
obesity, drug and alcohol addiction,
depression etc. The more unequal a
country is the more problems there
are. An important aspect is social
mobility and moving up and down.
Unequal countries have less social
mobility.
It’s about father and son income
over generations because you
cannot move up in unequal
countries. Things such as family
income can also have an effect on
grades and studies.
You can deal with these differences
by reducing differences before tax or
redistributing after tax. It does not
matter how you do it, it’s with what
level of inequality do you end up
with?
The way of reducing before tax is
via economic democracy for
example by turning companies
from being pieces of property into
communities.
If you are interested in the
inequality of life, we got the end
of how we can improve by raising
material standards in our societies.
The quality and involvement are
crucial to mental happiness.
Inequality is damaging well-being.
14. REFLECTION AND MOTIVATION
I think it is important to be educated on the fact that inequality still exists in many forms and that it is harming
people everywhere. Also, my parents come from a country where inequality is still a daily topic, so I wanted to
know what effects it has?
I was surprised to see that inequality has so many effects, from health to education and it is somehow scary
that in a lot of countries it still exists and that people are actually suffering from this matter. It made me feel
blessed about what I have and also, the opportunities I have such as education because a degree is worth
gold. I liked the way Richard Wilkinson made the topic clear via his speech but there is a critical aspect I want
to point out about this presentation. The way he presented the topic was, in my opinion, not good and it
became a little bit too long after a while. Almost all his slides were graphs and after a while it became boring
because somehow, I could have done that research at home because he also said that he got a graph from
Google. In general, it is good to know about inequality and I am definitely building further on the topic via
extra research.
15. EXTRA RESEARCH ON
TOPIC INEQUALITY AND
ITS CONSEQUENCES
Inequality is very broad, so
since I am interested about the
effect on education, I am going
to do my research about the
effect of inequality on
education and see if it has a big
impact or not.
To start off, Education is the
fourth Sustainable
Development Goal. I am first
going to provide some
numbers on a world scale. The
numbers did shock me a lot!
Universal Primary Completion
In 40 countries out of 90, fewer
than 50% of the poorest
managed to finish primary
school. You can see that the
majority of children who have not
completed or even went to
school is in the African continent,
that means that inequality is
there the biggest.
16. In 57 of the 127 countries, more than 50% of
young people have not finished upper
secondary school. In Belgium 86% have
completed upper secondary school. In Niger,
only 2% completed upper secondary school.
Universal Upper Secondary Completion
17. Early childhood care and education
It is very shocking to know that since 2010
from the 24 out of 52 countries, less than
25% of the children from rural areas had
the opportunity to go to a pre-primary
programme.
In Tunisia for example, the pre-primary
attendance of male and female is almost
equal. Males have 42% of attendance while
females have 47%.
The poorest people score a 13% on this
matter and the richest 82%. So, the gap
between both is very big.
18. If you compare Europe and North America with
Sub-Saharan Africa, you have the following
results concerning the population with less than
4 years education for the age groups 20-24
years old.
In Europe, the poorest group can be seen as
even almost the most privileged group with 3%
of them not having an education of 4 years or
less. While the wealthiest people have 0%, this
means that almost everyone has had an
education of at least 4 years.
In Sub-Saharan Africa, this is a major difference.
The poorest people make out 60% and the
richest 12%.
So, low income countries have a higher
percentage of having people who did not go to
school for 4 years or less and high income
countries have the opposite effect.
19. CONCLUSION
To conclude, inequality in
education also has a lot of
other aspects to it such as
gender and economic income.
But still, the biggest gaps can
be seen in Sub-Saharan Africa.
Girls are more likely to go to
class than boys, countries are
trying to close this gender gap
by 2030.
20. THE GO-
ABROAD FAIR
INTRODUCTION
The Go-Abroad Fair, is the extra
event I have put in this slide cast
because I have gotten a lot of
information out of this event. It
was an event that I already
planned to go to and I have met
other IBM students there. We got
a bag with some folders in it. This
event was a little bit different than
Go Strange Live. I have gotten
more information here, maybe this
was also because organizations
and universities I was interested in
were present.
21. My focus was mainly on universities but most importantly, financial
support. I have joined the testimonial of Lisa Cantaert Studeren in het
buitenland met KILROY of Kilroy. Next to that, I went also to the Go
Strange stand and also AIESEC asking about internship offers. For the
financial aspect, I went to Studie en stage in het Buitenland to ask about
financial aspects such as grants. Finally, I was happy that I have found the
stand of the Danish Business Academy in Aarhus, which is a partner
school of our university. I talked to the man at the stand asking about
(student) life in Denmark, financial aspect of living in Denmark etc.
22. REFLECTION AND MOTIVATION
Since I have went to Go Strange Live, I wanted to get more information because I felt that the seminar was not
so sufficient. In this event, I managed to talk to more people and even meet people from a partner university
of Artevelde (in Aarhus Denmark) that I wanted to go to, so it was interesting to hear from them.
I liked this fair a lot and came home with a bag full of folders. Not only did I ask about educational aspects, I
also asked more information concerning grants that you can apply for if you want to go for example to
Canada because it is not the same system as in Europe.
It was well organized and I recommend people to visit this fair even if you are considering to do something
else than studying abroad.
23. BIBLIOGRAPHY
Insites Consulting. (s.d.). Who’s up NXT? A cross-generational view on NextGen marketing. Retrieved from
Insites Consulting:
http://www.insites-consulting.com/presentation/whos-up-nxt-a-cross-generational-view-on-nextgen-
marketing/
Go Strange Live. (s.d.). Retrieved from Go Strange Live: www.gostrangelive.be
Buitenland Beurs. (s.d.). De beurs. Retrieved from Buitenland Beurs: https://www.buitenlandbeurs.be/de-
beurs/gratis-inschrijven
Wikipedia. (2017, December 2). Richard Wilkinson. Retrieved from Wikipedia:
https://en.wikipedia.org/wiki/Richard_G._Wilkinson
Comac Gent. (s.d.). Retrieved from Comac Gent: www.comac-studenten.be/
Education Inequalities. (s.d.). Retrieved from Education Inequalities: https://www.education-inequalities.org/
Unesco. (s.d.). Gender equality in Education. Retrieved from: UIS Unesco: http://uis.unesco.org/en/topic/gender-
