As part of the Consumer Marketing course, MSc Marketing students from VU Amsterdam took on a real-world challenge: developing strategic ideas for ING Nederland.
In just under five weeks, the students transformed consumer insights into bold, creative ideas that could make even the best agencies take note, and presented them with confidence and flair at ING’s headquarters.
The collaboration gave students the chance to experience what it is like to work on a professional marketing brief, from uncovering what drives consumers to crafting strategies that inspire action. Their presentations reflected the spirit of the MSc Marketing program: curiosity, courage, and creativity in motion.
The Consumer Marketing course, taught by Lalin Anik, Yaser Al-Dhabyani and Martijn Veltkamp is a core part of the MSc in Marketing at VU Amsterdam. It focuses on understanding consumers, their hearts, minds, and choices, and turning that understanding into strategy. This project with ING brought those lessons to life, showing how academic learning and business insight can come together to create real-world impact.
The day ended on a high note, highlighting the beauty of collaboration at its best: academia and business, students and professionals. All coming together around ideas that matter. It was a powerful reminder of what can happen when learning meets opportunity and when bright minds turn insight into action.