Board 2016-2017:

Expansion and Engagement

The 27th board of the Marketing Association Amsterdam:

Chairman
Internal Affairs/Secretary
Treasurer
External Affairs
External Affairs
Marketing

Manon van de Kuijt

Rick van Wieringen
Gijs Messink
Silke de Ruiter
Sanne Postma
Lisanne Droppers

Introduction
October 2016,
Hereby we present our policy for the year 2016-2017. Together we form the 27th board
of the Marketing Association Amsterdam.
In this policy we will explain how we will manage the MAA during the academic year
2016-2017. This will happen according to two focus points Expansion and
Engagement.
This policy is accessible for all members and will be presented at the General Meeting
October 12th, 2016. The policy can be found in the board room of the MAA (UvA E1.24)
and can be viewed throughout the year. The goals will be explained during the General
Meeting and questions can be asked.
The content of the policy consists of:
1.
2.
3.
4.

The Marketing Association Amsterdam

General Policiy 2016/2017
Policy points for each position
Budget

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1. The Marketing Association Amsterdam

1.1 About
Since 1990 the Marketing Association Amsterdam is there to support its members in
making the jump from being a student to having a career. The MAA offers a platform
where students are able to develop themselves professionally and at the same time
learn more about what they would prefer their career to look like.
In the past 26 years weve built a network between students, businesses and
universities. We would like to see these as new visions, practice and scientifical
knowledge. Where students have an open mind and have grown up in a different
technological age, businesses contain knowledge about their branche and practice. In
their turn universities have broad scientific knowledge and are aware of new scientific
developments. By organizing a.o. events, trainings, in-house case studies, consultancy
assignments and the international research project we combine forces of these three
worlds in order to learn from and inspire each other.

1.2 Facilities
The MAA is connected to the University of Amsterdam (UvA) and the VU University
(VU). The MAA has its office in the E-Building at the University of Amsterdam. It
possesses the room E1.24 (board room) and room E1.25 (committee room).

1.3 Committees
Amsterdam Marketing Event
The Amsterdam Marketing Event (AME) is the marketing event of the Marketing
Association Amsterdam. This year the event will take place on October 14th at the OBA
(Openbare Bibliotheek Amsterdam). The day consists of four presentations and two
workshop rounds. Newly added this year are the recruitment lunches. Companies can
choose to participate at the recruitment lunch and get in touch with young potentials
through an interactive setting. Whats Next: the Future of Marketing will be the theme
this year.
Goal AME: 100 visitors and 8 different companies.
Amsterdam Commercial Night
The Amsterdam Commercial Night (ACN) is one of the most visited events of the MAA.
Brand managers from different companies will talk about marketing strategy and the
campaigns they have made. During the break students will have the opportunity to
interact with the companies and get their resume checked by Leading Talent. After the
presentations we will end the evening with informal drinks. This year the ACN will take
place on December 1st.
Goals ACN: At least 150 visitors and 3 different companies.

Career Beyond Borders

Career Beyond Borders (CBB) is created for students with an interest in an international
career. The committee organizes a study trip to a foreign country where students can
explore the different posibilities abroad.
The trip includes:
Two company visits
Visiting a university
Touristic highlights
This event will take place in the first week of April.
Goal CBB: at least one overnight stay, at least 25 students and 2 different companies
and a visit to the embassy (when possible).
Amsterdam Recruitment Event
The Amsterdam Recruitment Event (ARE) is a new event this year. Students can sign
up for specific parts of the day: presentations, recruitment lunches, workshops or
network drinks. The recruitment lunches, workshops and network drinks will be based
on resume selection. This makes it possible for students to only attend the morning,
lunch or afternoon in which they meet with the specific company of their interest.
Goal Amsterdam Recruitment Event: 150 visitors, at least 8 companies including one
recruitment lunch.
MarCo
The Marketing Communication (MarCo) Career event is the career event for students
interested in Marketing and Communication. MarCo gives students the chance to meet
companies by participating in workshops, seminars and network drinks in the
evening.This event is organized together with EOS (faculty association communication
science of the VU) and Mercurius (faculty association communication science of the
UvA). The event will take place on the 16th of February.
Goal Marco: the goals for the MarCo committee will be set together with the Mercurius
and EOS board.
Training & Development
The Training & Development Committee will organize challenging workshops and
trainings, throughout the academic year, for students to improve their professional skills.
As our members are in the end phase of their studies and focusing on the start of their
career, a big part of the trainings are focusing on the application process. The
workshops will be hard and/or soft skills, in which the hard skills will be based on
application processes as skill developing (E-assessments and Excel) and soft skills like
pitching.
Goal T&D: 9 workshops during this academic year, of which at least 4 of them in
English.
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Branding
The branding committee will focus on creative ways to bring the MAA to the attention of
students and overall promotion of the association to help the MAA reach their goal of
275 new members. The branding committee will support other committees with the
promotion of events with advice and planning a brainstorm together. During the
September and February promo, the committee will be present on the spot to help set
up the stands and to talk to people asking for information. They will wear recognizable
shirts so students know who to approach. It is important that they are up to date on the
events, so they can contact the committee on time for a brainstorm about the marketing
and promotion of the event. Furthermore, they are an important link in the innovation of
our promotion. During the promotion students have to feel welcome and should be
encouraged to come to our stand when they would like more information or have any
questions regarding the MAA.

Goals:
Organize the New Members Night with an attractive theme
Brainstorm with our committees about the promotion of their events/activities
Help us reach the goal of 275 new members
Amsterdam Consultancy Group
The Amsterdam Consultancy Group (ACG) provides students with the unique chance to
gain relevant and practical experience as junior consultants and offers companies to be
advised by the business professionals of the future. With a fresh mind and the latest
academic knowledge, students provide firms with solid advice on their modern-day
challenges. Besides that they will also organize consultancy trainings for the junior
consultants that will participate in the cases and others who are interested.
Goal ACG: 6 assignments and 5000 in revenues.
International Research Project
The International Research Project (IRP) is the most comprehensive project of the
MAA. Commissioned by Dutch companies, eighteen dedicated master students (6
board members and 12 researchers) with different educational backgrounds go abroad
to explore the opportunities of a foreign market. The project is affiliated to the
Universiteit van Amsterdam (UvA) and the Vrije Universiteit (VU). The students receive
guidance from professors facilitated by both universities. However, the committee is
responsible for their own policy and goals. This summer the country of choice is Mexico.
Goal IRP: 18 students, 6 assignments, 1 country
Alumni Committee
After graduation the Marketing Association Amsterdam still offers activities for
graduates. It has the aim to retain its former members by providing a variety of

opportunities that help alumni maintain connections to their fellow former members.
Giving something back for their commitment.
Goal Alumni Committee: organize 4 activities during the year.
Activities Committee
The activities committee organizes multiple activities throughout the year, to strengthen
the social bond between MAA members.
This year the following activities will be organized
Active members weekend (ALW)
Target: at least 40 active member
Skiing trip
Target: 16-32 people
Themed monthly drinks
Target: at least two different theme drinks
Cocktail party
Target: at least 50 visitors
Internationals committee
It is the international committees aim to get more international students involved in the
MAA. This is done through organizing both social and career-oriented events, in which
also Dutch students can participate.
Goal: organize two social events and three career-oriented events.
New Media committee
The former Amsterdam Marketing Student (blog) committee and Photo and Video
committee are joined in the New Media Committee to professionalize the content
creating part, of the MAA. Positions in this committee are: Chairman, Chief Blog, Chief
Photography, Chief Social, and Blogger/Photographer. This is a continuous committee,
which means students can join the committee anytime during the year for the position of
blogger and photographer. The possibility exists for students to be a guest blogger or
photographer. Content created should be relevant and attractive to students. At events,
the team will write blogs, take photos, videos and is able to put these together into short
aftermovies. Professionalization also means that photos or videos taken at events give
a good impression of that event and are of such quality that they can be used for the
promotion of (future) events.
Goals:
Photographing most events and making aftermovies of our biggest events
Writing two blogs a month and posting these on LinkedIn/Facebook
Sharing at least one blog a week
At least one theme week, where blogs and content shared fits that theme

Other activities
Besides the above described activities, the following activities will also take place during
the year:
Committee-meets-board activities
In-house-days
MAA-drinks
National Marketing Battle 2016
Constitution drinks
Speeddate event
Supervisory body
The MAA has two supervisory bodies: the Board of Advice and the Auditing Committee.
Board of Advice
The board of advice consists of four people, who advise the association from their own
point of expertise. They will be asked when strategic decisions of the MAA have to be
made, or when possible problems occur. For each problem the decision will be made
whether the whole board or the board members separately will be asked.
This year the board of advice consists of:
Jeffrey Kuin. Chairman of the Marketing Association Amsterdam 2014-2015
Bob Bouwhuis. Chairman of the Marketing Association Amsterdam 2015-2016
Prof. Dr. W.M. van Dolen. Associate Professor of Marketing at the UvA
Dr. J. Boter, Program Coordinator of the MSc Marketing at the VU.
Auditing committee
The auditing committee will check the financial situation of the MAA throughout year. It
consists of the treasurers of the last two years. The auditing committee will approve the
estimate in the beginning of the year. It will also do this at the end of the year. The
auditing committee is formed by:
Niels van den Broek. Treasurer of the Marketing Association Amsterdam 2014-2015.
Robert Schavemaker. Treasurer of the Marketing Association Amsterdam 2015-2016.
1.4 Contact with other associations

Marketing Association Nederland

De Marketing Association Amsterdam is allied to other Marketing Associations through
the Marketing Association Netherlands (MAN) Which exists since 1992. The MAN is a
partnership between different Marketing Associations in the Netherlands. The MAN
exists of the following local associations MAA (Amsterdam), MAEUR (Rotterdam),
MARUG (Groningen), Asset Marketing (Tilburg) and SCOPE l 3MA (Maastricht). The
objective of all our associations is to form the bridge between students and companies.
Since its founding, the MAN has been a binding organization for national activities like
the National Marketing Battle. Furthermore lots of information will be exchanged
between local marketing associations during the MA-Board day. The National Marketing
Battle will be organized by the MAEUR this year and will be in Utrecht. Amsterdam will
fulfill the function of event coordinator within several events in combination with the
NIMA and PIM.
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The MAA participates several times a year in a chairman's convent. At this convent the
MAA, FSA, VSAE and Sefa are united. During those meetings matters like the
reorganization, poster policy and subsidy arrangements will be discussed. Furthermore
this is a social occasion to stay up to date about each other's developments.

1.5 Stakeholders
As a career association the MAA represents the interests of multiple parties. The last
two years the contact witch the universities and businesses had been the main focus.
We would also like to focus on our members and ask for their input throughout the year.
We are trying to divide the attention evenly between the three main stakeholders. More
intensive contact with universities will be put through and relationships with companies
will be improved. This will result in events and activities with higher quality for our
members. In the function specific parts of the chairman, external affairs and internal
affairs the three stakeholders will be discussed more in depth.
The position between the MAA and its stakeholders:

1.6 Mission
To ensure continuity within the Marketing Association Amsterdam we have composed
some points which will be the foundation of our association. These points show where
we stand as organization and what our values are.
The mission consist of the following four points:
1. The MAA is an extension of the academic career.
2. The MAA focuses mainly on the disciplines Marketing, Communication,
Management and Consultancy.
3. Interests of the three stakeholders of the MAA will be equally looked at
4. Personal development is of great importance
This year we conducted field research among active members of the MAA. From this,
we can conclude that entrepreneurship is no longer a main interest of our members.
After talking to all a lot of companies we engage with, we came to the conclusion that
for them entrepreneurship was not a main pillar. Both our members and companies
have indicated that they are interested in management (traineeships). To fulfill the
interest in management from our members and partners, we decided to create a new
event. The Amsterdam Recruitment Event. Students have said that they would like
recruitment events in the spring as most of them are orienting on where they would like
to apply. Companies have mentioned that the Amsterdam Marketing Event is quite early
in the year as the selection process for (management) traineeships opens up in the
spring for the September classes. Finally, companies have indicated that they would be
interested in a recruitment event that is not only for marketing but also for our other
pillars, in particular management. The Amsterdam Recruitment Event will be a highclass recruitment event, which will be accessible for all segments; marketing,
consultancy, communication and management.
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1.7 Vision
Two years ago a long-term vision was established, with the idea to remain relevant for
the upcoming years. We slightly adjusted those goals into the following:
Increasing brand awareness among students in the four study disciplines we
focus on.
Companies should see the MAA as the best way to find potential employees.
The MAA should be the extension of all relevant (pre) masters at the UvA and
VU.
Keep all members and alumni involved with the MAA.

2. General policies 2016-2017

There are two focus points which will be leading for this year: Expansion and
Engagement.

2.1 Expansion
The reason for choosing expansion as main focus point is because we, the board, see
the Marketing Association Amsterdam as an association which has the possibility to
address a lot of different students from different fields. Besides that, we believe that the
MAA could be a valuable addition for many different students who can also learn from
each others expertise. Therefore the MAA wants to focus on different masters from
different faculties. We want to show which relevant events we have, fitting all the
different masters. As the MAA, we represent a new generation business and
communication graduates. We want to show all the partners and companies that the
MAA has more than marketers. The fact that we can offer companies so many talented
students from different disciplines, can be of high value to them. With expansion as one
of our main focus points we will be able to meet the preferences of our three
stakeholders.

2.2 Engagement
This point aims at successfully connecting the three MAA stakeholders. It is also about
connecting the (active) members with each other so committees can properly work
together and members can learn more from each other. Connecting the members with
the board members is also needed to enhance the group feeling of the MAA. This will
lead to a pleasant social environment for all members, higher attendance at events and
improvement of the MAA itself. Therefore all our events will be often communicated
from the beginning of the year. This improved connection with the MAA will weaken the
entry barrier, which will lead to more passive members becoming active or joining
events. We believe that weakening this barrier will eventually also lead to more students
becoming MAA member in general. We will also closely look at the collaboration with
the IRP as the biggest committee of the MAA. Instead of seeing the IRP as a separate

organization, we will position the IRP as a part of the MAA to create synergy. Therefore
the MAA board will have a monthly diner with the IRP board.
Besides engagement with our members we also want engagement with our partners to
be an important point of focus. To create this engagement we will be actively managing
the relation by contacting them at least twice a month and let them evaluate our events.

2.3 Main goals

Professionality
Providing important resources for starting a career.
Personal development of members
Transition to the new board; we will transfer our knowledge to the new Board by
an active training period. During the transition period we will introduce the new
boardmembers to the partners and universities

3. Function specific policies

3.1 Chairman
Expansion and Engagement
As chairman, improvement of the relationship with the University of Amsterdam and the
Vrije Universiteit is one of my responsibilities. Concerning the first focus point,
expansion, the chairman will expand new relationships with more faculties like
Management & Organization Science, Marketing, Communication Science and
Business Administration. As the MAA still positions itself as a career association instead
of a study assocation, this needs to be addressed and explained to the universities. This
relation will be structured by more touch points, with the different coordinators from all
the masters we have a focus on, instead of the marketing tracks only. For example, the
chairman will visit the coordinators of the main master tracks at the beginning of each
term. In these meetings, the events of de MAA and the goals of the different courses will
be discussed. By discussing these goals early in the specific term the MAA can try to
fulfill the needs of the Universities in a better way and vice versa. The main goal here is
to convince the universities that the MAA can be a highly added value to their students,
which will increase the possibilities we, as MAA, will get at the universities.
As of this year, the chairman will, in cooperation with the external affairs, support the
University of Amsterdam by connecting the Marketing department with several
companies. By improving this relationship the MAA can arrange partnerships between
companies and Universities regarding cases for students during their courses to gain
more practical experience.
Which brings us to the next focus point: Engagement.
Besides improving the relationship with the universities, the chairman will also improve
the relationship within the board. Therefore each member has a one-on-one with the

chairman every month. During these meetings their personal targets and group role will
be discussed.
Next to the relations with the universities and the board members, we will also closely
look at the relations with the other MAs. The experience and knowledge of the other
boards throughout the Netherlands can be beneficial for the MAA and its members.
Therefore every five weeks a meeting will take place.
Goals
Increase visibility at different faculties
During this year contact will be made with all relevant faculties and master tracks at
both universities. By being constantly in touch with the coordinators from the faculties
we would like to increase the visibility at different faculties. Besides individual talks we
will also try to attend group meetings of professors and coordinators to inform many
people about the MAA at once. The aim is to be present at monthly marketing meetings
in order to show the connection with the faculty and study programs and also to be able
to hear what the UvA parties are struggling with and offer assistance.
Last year the MAA was mainly in touch with the Marketing master tracks from both
universities. This year, besides these master there will be a focus on the
Communication Science masters and the other relevant Business Administration master
tracks: Leadership and Management, Digital Business. Especially the last one, which is
new in the master Business Administration, is very important for the MAA. Their master
course is very close to the Marketing track and can lead to a new target audience of the
MAA.
Besides being visible at different faculties it is also important to manage the relations
with all these faculties. This year we would like for them to evaluate the MAA and see
how we can be a (better) contribution to the master programs.
Personal development for each board member
One of the main goals of the MAA is to offer members assistance in applying for jobs.
This year the chairman wants to make this also a specific goal for the board members.
Besides the fact that the MAA wants to help members in applying for a job also the
board members have to apply for a job after doing this board year. This will be one of
the points during the one-on-one meetings from the chairman with each board member.
During these meetings personal development is central. Together we will set individual
goals and decide in which part the chairman can add value to this specific goal.
During the year we will evaluate these personal goals in combination with the career
goals of each board member. The chairman will create an overview for the board
members with inhouse days and business courses.

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Another aspect of the one-on-one meetings is the dynamic of the group. Internal
communication and collaboration between members can be discussed.
Approach General Meetings
Also this year we really want to create interaction during the general meetings. We
would like to boost the attendance numbers and interaction because the input of all
members can be very valuable to us as a board. We will look critically at the approach
of the general meetings. First of all we will send all that will be discussed during the
meetings before the meeting takes place. During the meeting we will take notes to make
sure no feedback goes lost. The attendance of committee members will also be
required, which means they are expected to attend the meeting and provide their input
for our association.
Contact with other organizations
The contact with other organisations and associations can be very valuable for the
MAA. The MAA will share a hallway with Sefa, Vsae en FSA the relationship with these
associations will be improved through personal contact between board members. Other
organizations which are important to maintain a good relation with are: Aureus, Kraket,
Mercurius, EOS, ISN and the other MAs. To connect with other associations we will
also host a constitution drink in September and we will also attend as many constitution
drinks of others. This years role within the MAN board as event coordinator will also
give the possibility to interact with the NIMA a lot. This relationship can hopefully be
intensified during this year so the MAA can benefit more from this national institution.

3.2 External Affairs

Expansion & Engagement
Engagement
Our main focus is managing the relationships with the partners and the acquisition of
new partners. We would like to approach them actively and get them more involved with
the MAA. Not only after they sign the contract but the throughout the year. Therefore we
are going to check in with them, not just before or after an event, but also year around
to see if there are other things that we can add to their contract as the business is
continuously changing. Therefore we will contact our partners twice a month to check if
they have any new vacancies and/or if the current vacancies are already filled up. In this
way, we keep our career page up to date which is efficient for our partners and our
members. Second, our goal is to create long term relationships with our partners. With
creating an interactive relationship we hope to build a collaboration, which will maintain
for many years instead of just one academic year.

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Besides the relationship with the partners, we would like to get our members more
engaged with our partners. Offering students the chance to get to know our partners
and the opportunities they can offer our students. This way they can be one step ahead
in their (future) career. We would like to get our members more prepared for every time
they get in touch with one of our partners. Therefore, we will send information e-mails
before every inhouseday they attend. In this way, our members will be well prepared for
every visit, which hopefully leads to beneficial impressions.
MAA Career Hub
To stimulate interactive partnerships and more engagements between the MAA and her
members, the MAA Career Hub is created. The MAA Career Hub is a new service of
external affairs, which supports students in their search for an internship. As we have a
lot of contact with our partners and other companies with additional vacancies. we offer
1-on-1 meetings, in which we help our members find internships, which match their
characters and ambitions. We will do a resume and motivation check in which we
prepare our members the best way possible for their application. If there seems to be a
match, we will send the resume to the selected partner. This way, we do not only help
our members to find a vacancy but we are also more visible for our partners. Our
visibility will increase and our partners experience exactly the added value of a
partnership with the MAA.
Expansion
The second pillar of this years policy is expansion. Besides the events we already offer,
we would like to offer students more this year. We offer companies business tours, and
they can organize a high potentials in heels recruitment event. Which is targeted at just
females as we are also addressing the financial sector this year. As explained earlier,
we will also organize the Amsterdam Recruitment Event; which will be our biggest
recruitment event of the year. We are convinced that the policy of this event will have
the potential to grow in the upcoming years.
The Amsterdam Recruitment Event will be a high class recruitment event which is
accessible for students and companies in the four disciplines we focus on: marketing,
consultancy, communication and management. The Amsterdam Recruitment Event will
take place in April and will have a different set up than the existing recruitment event of
the AME. First of all, students can sign up for specific parts of the day: presentations,
recruitment lunches, workshops or network drinks. The recruitment lunches, workshops
and network drinks will be based on resume selection. This makes it possible for
students to only attend the morning, lunch or afternoon in which they meet with the
specific company of their interest. This event is a unique opportunity for students and
companies to have a (last chance) to get in touch with each other before the application
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process begins. Third, this event will be the most high-class event of the MAA and
therefore a central and fancy location is a must. Finally, the goal is not only to startup
this event for this year, but to make a five year plan in which this event can grow and
eventually grow into a multiple-day-event.
In addition to our events and social media posts we offer our partners, we would like to
expand the MAA with partnering with companies of different industries. As marketing is
the core of the MAA, we feel like important marketing-related industries are missing in
our partner composition. For instance, a media agency or advertising agency would be
a high added value as this is where the marketing is being created. Finally, our goal is
to expand our partner composition with more multinationals as this is where our
members would love to work.
Targets
Partner revenue
Each year, the budget of the partners revenue is based on the results of previous years.
The last few years the following earnings were achieved:
Year

Estimated excl. MAN-incomes

Realized

2012-2013

12.500

Unknown

2013-2014

17.000

Unknown

2014-2015

20.000

18.565

2015-2016

18.000

20.500

2016-2017

21.000

To be determined

Based on these numbers of previous years and the advice of the previous board, the
partner revenue will be estimated at 21.000 this year. Of which 5000 will be derived
from assignments for the Amsterdam Consultancy Group.
Partnership composition
The MAA aims for an equal division of partners in the four industries. To pursue this
vision, we will try to recruit companies from other industries besides the current
partners.

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The following companies were partner of the MAA last year:

J.D.E. Master Blenders 1753

Greetz
Hilti
Motivaction
Nestl
Wessanen

FMCG
Consumer Goods & Service
Building products & corporate services
Market Research & Strategy
FMCG
FMCG

This offer of partners has a reasonable variety of companies. However, there are still
more industries and types of companies that are not yet involved.
Specifically, we aim the following partner distribution this year

3 FMCG companies;
1 corporate services or consultancy company;
1 media/advertising agency;
1 Market Research company

Interpretation to the partnership and revenue model of the MAA

The MAA-partnership has been around for a while. This partnership consisted of a basic
partnership, supplemented by a wide range of other components. With adding of the
MAA Career Hub the following options form the foundation of the partnership:

Company profile on the website;

Company logo on the MAA website;
Company logo in the bimonthly mail;
Unlimited sharing of vacancies;
Supporting vacancies and announcements through social media (once a month);
Promotion via the MAA Career Hub;
Speed date event (added last year).

Partners can upgrade their partnership with the following components:

Amsterdam Consultancy Group;
Inhouse days
Blogs or vlogs on the AmsterdamMarketingStudent.nl;
Participation at MAA events (15% discount);
Individual Social Media Posts (Facebook and/or LinkedIn).
All these supplements have prices, which together determine the price of a partnership.
Last year the board chose to add a speed date event at the basic partnership. The
reason for this is that we can encourage the interaction between companies and

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members. This year the Amsterdam Recruitment Event and the MAA Career Hub is
added to the program.
Besides that, the selling of individual social media posts (Facebook and/or LinkedIn) is
new this year. Our social media already promotes the vacancies of our partners but now
they have the choice to post vacancies individually. Last year, companies were noticing
that direct mailings are not working as well as they used to, using social media could be
the solution.
Using the just explained partnership makes sure that every partner gets an unique
partnership. In this way, we are able to offer our partners partnerships concentrated on
the individual wants and needs. This will lead to valuable relationships in which our
partners feel like they collaborate with the MAA in order to obtain their own goals and
targets.
Relationship with partners
The function of External Affairs is all about maintaining relationships with several
companies, to keep them partner and get new partners into the MAA. To improve this
important relationship the next actions will be taken:
Set realistic goals and conduct expectation management;
Set up events where both the partner and the students will benefit from
Fulfillment of all agreements made with companies;
Send out evaluation after every event to students and companies;
Planning introduction meetings to get to know our partners and conduct
expectation management for the upcoming year;
Mid-term evaluations to keep the expectations, needs and desires at its best;
At the end of the board year, concluding meetings will be planned in order to
evaluate the collaboration between the partners and the MAA. Evaluation
documents will be made after these meetings and these will be included in
Acqda.
Digital goals
Next to the contact with our partners, External Affairs is also responsible for the
maintenance of the customer base of the MAA (Acqda), the partner and career page at
the MAA website and the LinkedIn page.
Last year, the board started updating the contact details of companies listed in Acqda.
We will continue to do that by continuously updating the system. In this way, the
committees are able to make optimal use of the system which makes the acquisition a
lot easier. Besides that, we will alert the external affairs in the committees that they
keep track of all contact with companies in Acqda. If the members encounter false
information, they should correct this. We will guide the members when necessary.

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As said before, one of our goals is to keep the career page as up to date as possible.
Besides updating the career page ever two weeks, we will change the structure of the
page. We would like to add a see more button, as suggested by the previous board,
to make the career page more clearly and structured. This way we hope to make the
career page more attractive for our members. To gain more visitors for our career page
we will post some of our new vacancies at our social media every month. Finally, we will
add new vacancies to our MAAndmail once an month.

3.3 Marketing
Expansion & Engagement
Expansion
Expansion of the MAA goes hand in hand with promotion, which has to be expanded as
well to reach students not specifically studying marketing. Not only visibility (both offand online) will have to be greater, we have to show these students that the MAA can
be a valuable asset in starting their career.
To increase visibility offline we will aim to speak during lectures of all relevant studies,
being: Communication Science, all Business Administration studies, Psychology (Social
Psychology and Organizational Psychology in particular) and Organization Sciences.
The focus will lie on what the MAA has to offer those students specifically. Ofcourse,
our trainings and workshops are relevant, but also think of consultancy (ACG) for
organization sciences or the Training and Development committee for organizational
psychology.
The same applies to online promotion, the content on Facebook, LinkedIn and the
website will have to be appealing to all of our members. There should be something for
everyone.
Engagement
To increase the engagement of our members through marketing online, we use social
media. Keys in social media engagement are: timing, the use of appealing photos,
questions, calls to action and the frequency of posting. The following will be taken into
account:
timing by checking the available statistics on when posts are read;
photos by looking at quality and if it fits the post or event;
questions by asking relevant questions in posts and questionnaires to ask for our
members opinions;
calls to actions by adding a link;
frequency: we will try not to spam our members too much on social media by
keeping a Content Calendar.
Last years focus was renew, to keep up with our generation. For marketing this meant
a young, technological style of communication and modern visuals. This will be
continued to keep the members familiar with our look and feel. We engage our
members through multiple social media channels and will start actively using our
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Instagram account and continue to use Facebook and LinkedIn. Appealing photos and
consistent filters will be used. Posting blogs interesting to our target students will attract
them to our LinkedIn page and website, by embedding the blog in our website. When
arriving on the website, it should be clear where to look for what information, for
example vacancies or the career hub on the career page.
Goals
Marketing meet-ups
Last year, there were various marketing meet-ups to increase the continuity and
creativity among the marketers in our committees. This will be continued, just as we will
keep using standard templates for posters, flyers and social media visuals to increase
the recognisability of the MAA. During the marketing meet-ups, these templates and the
look and feel of the MAA are discussed. so all marketers are up to date. Not
unimportant is the fact that the content should be checked by committee members too,
to make sure it is of excellent quality. The board will be present as well so they know
what is expected of the marketers in their committees and how content should be
delivered. Additionally, it should be clear to the marketer (and all committee members)
that all content has to be checked by the whole committee.
New Members
This years target is to attract 275 new members. This will be done by targeting a
broader scope of students and by being actively present at the universities. For example
by organizing drinks after the last exam or lecture. We are already working closely
together with the Marketing master at the VU, and the same relationship should be
established with the Business Administration master at the UvA, especially the
marketing track. When they are up to date on our events and when these fit certain
courses, this will help us with the promotion.
Content Calendar
A content calendar will be used to plan when and where something will be posted on
our social media outlets, so we wont flood our members with too much of the same
information. For Facebook event pages this means a few times a week, for the MAA
Facebook and LinkedIn pages about one post a day. Instagram will mainly be used to
give viewers an impression of the events and activities we organize, and therefore
content will be posted when those are happening.
Website
As mentioned above, the website should be user friendly, meaning that visitors know
where to look for what information. The MAAs main focus points are Marketing,
Consultancy, Management and Communication, and the website should reflect this.
Therefore, a goal for the website is that students with an interest in, for example
communication are able to effortlessly find all events or activities fitting that interest that
we offer. User friendly related is that the website is accessible. Smaller images on the
homepage and see more buttons on the career page contribute to this goal.

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Another point of improvement is the findability of the MAA online. Getting into Search
Engine Optimization (SEO) and Search Engine Advertising (SEA) will help improve this,
but also an effective use of social media. Posting relevant content on Facebook and
LinkedIn on a daily basis will hopefully attract both students and businesses to the MAA.

3.4 Internal Affairs / Secretary

Expansion and Engagement
Expansion
Attracting different studies means that the MAA simultaneously expands its knowledge
about business. It is for Internal Affairs key to enhance this expansion. It does so by
stimulating students from the different studies and cultures to join a committee. People
will be approached at MAA events about joining a committee. It is also possible for the
potential committee member to meet with the secretary at a more convenient time. We
believe that a larger knowledge base leads to more potential for the MAA to grow, as
this leads to more and different insights on problems or cases.
A new committee will be created by combining the New Media Committee and the
Photography and Film committee. We give students the opportunity to join and leave
the committee in January/February, to give those students that want to do a committee
for a couple of months an opportunity.
One challenge for the MAA is to attract more international students. Some of the events
are solely for Dutch students, and therefore internationals might feel less appreciated.
One way to reverse this feeling is to have more internationals involved in committees.
Although it is hard to have an international student in every committee, it is still
important for Internal Affairs to have internationals in those committees where it is
possible. We believe that a lot of internationals are keen to do extracurricular activities.
As internationals might face barriers in doing business in the Netherlands, it is important
to select those students that are most capable in dealing with those barriers.
Engagement
To enhance the engagement among the members, it is key for the board to express this
towards the members. It is for the MAA important that its members are not solely
coming to the events, but also connect with one another, which we believe contributes
to more members (expansion).
As Internal Affairs you are likely to be the first board member to have contact with active
members, and therefore it is important to express the importance of attending events
during committee interviews, and not only their own event(s). Having interviews with
both Internal Affairs and the coordinator of the specific committee gives the interviewee
the opportunity to engage with someone that is close to the committee.
Although it is important for the board to connect with everyone, it might not always be
possible. Therefore it is important to show engagement among the members through
the active members. More engagement among the active members shows passive
members and non-members the added value of the MAA. In line with last year, passive
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members will be called members. It is for the whole board still important to show the
importance of engagement throughout the whole year consistently. This means not only
at MAA event, but also on the boards own initiatives.
As well as with expansion, engagement with international students is a challenge for the
MAA. In addition to having international committee members, it is also important to
organize more events for international members.
Committee meets Board drinks
Active members mainly engage with their committee members and their coordinator. To
enhance the engagement between the committee members and the other board
members, three committee meets board drinks will be held.
Function meets function drinks
To enhance the engagement between the committees, function meets function drinks
will be held. This does not only give the chance for the active members to meet with
other active members, but this will also result in an opportunity where they can
brainstorm and share knowledge regarding their specific function.
Open door policy
Last years open door policy will remain in place in order to stimulate the engagement
with the MAA members. This means that there will always be someone present at board
room throughout the week from 10:00 am to 5:00 pm to welcome those that have an
interest in the MAA. This policy applies to every member, but also non-members that
have interest in joining the association. Internal Affairs will continue to be the confidant
within the MAA.
Email updates
To boost engagement among the MAA members, it is important to keep them informed
about the association. Therefore members will receive email updates twice a month.
The newsletter will be send on Wednesday every other week. They will be informed
about upcoming events, and other relevant MAA issues in a concise way. The
newsletter will also be an opportunity for the Board, the International Research Project,
and MAAs committees to introduce themselves. The difference between the two emails
per month is that the second one only notifies the members about upcoming events.
Alumni will only receive the first email to make sure they keep up-to-date about the
MAA, but do not get too many emails. The alumni are likely to work, and therefore have
less interest in recruiting events. Sending too many emails might create negative
attitudes towards the association.
Recruitment
Internal Affairs is responsible for the formation of the committees. To enhance the
engagement within a committee it is important that the group is formed at once.
Therefore, application deadlines are set for each committee. Applicants are asked to
send their resume and a short motivation. The interviews are done with Internal Affairs
and the coordinator of the specific committee. This will not only create a first opportunity

19

for the coordinator to connect with the potential committee member, but also shows the
professional culture the MAA wants to emit.
Member system
All the members, alumni and ex-members are monitored in a database. The information
in this database can be used for different purposes. First, application dates can help in
assessing the effectiveness of promotions. Secondly, the number of members and their
studies may be a determinant for companies in their decision to cooperate with the
MAA. Lastly, it creates more structure in the distinction between alumni, active
members, and other members. Members can become alumni when they have
graduated, or after two consecutive years of membership, after being an active
member, or when they have entered the labor force. Members will be notified in the
summer update about the deadline for unsubscribing, which will be the first of
September.

3.5 Treasurer
For the treasurer it is harder to set concrete targets connected to the focus points
engagement and expansion. Following the policy of last years board, this year the
treasurer will again coordinate two committees. The main reason for this is that this
causes the treasurer to engage more with the members, which also causes that his
activities are more revealed and visible to the members of the MAA.
Engagement and expansion
Expansion
Last year the treasurer made sure all online financial systems are up and running. The
members can fill in their declarations online which creates a lot of ease. Besides this the
bookkeeping system is online as well. This causes a lot of ease mainly to the treasurer.
When looking at the focus point expansion this years treasurer will try to expand the
opportunities in the bookkeeping system. For example: invoices are not yet processed
through the online bookkeeping system, while it is at this time a possibility. I would like
to expand the bookkeeping system and make sure the invoices are processed through
the online system. This year we will also expand our social media spendings. We
believe that this will help us generate more (committee) members and an excellent new
board. Besides doing all this for the MAA, the treasurer does the same for the
International Research Project.
Engagement
For the treasurer it is harder to set concrete targets connected to the focus points
engagement and expansion. Following the policy of last years board, this year the
treasurer will again coordinate two committees. The main reason for this is that this
causes the treasurer to engage more with the members, which also causes that his
activities are more revealed and visible to the members of the MAA.
Goals
My main job as treasurer is to be the gatekeeper of all the incoming and outgoing
money. This includes the responsibility to make sure that the money of the MAA is
spend as efficient as possible. To do so i will Furthermore my
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After a few years and after moving the boardroom it is questionable if the insurance of
the MAA still fits the association. The goal of the treasurer this year is to make sure the
insurance fits the association again and to make sure that it will be fitting the association
in the coming few years.
Drinks
The budget for the monthly drinks will be increased from 750to 850. This increase is
needed because we expect more members at the monthly drinks because of both the
expansion and engagement. The monthly drinks will no longer take place at bar Nota
Bene. Last years board advised us to look for a new place. Beer, wine and sodas
costed 2 each, at bar Nota Bene. The monthly drinks will now be at bar: De
Buurvrouw and drinks will cost 2 again.
Website
As last years board already experienced, the web provider of the MAA is far from
providing the desired quality. To improve cooperation with Pangea the treasurer will
make an appointment with the accountmanager to make our wishes for improvements
known. It might be that those improvements will cost us some money. There are still
some reserved funds left from last year. These could be used for improvements like a
see more button at the career page.
Investments
Last year, the board reserved 1.700,- for this years board. This money is reserved for
investments during our year. We estimate that the following investments will be made
this year:
A photo camera (400)
New desks for the boardroom (335)
New chairs for the boardroom and IRP phone center/ committee room(520)
Reservations
We will make a reservation for next years board as well.
Board 2017-2018 1.000, Lustrum 2020 1.000,-

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4. Budget
MAA begroting 2016/2017
opbrengsten:

Begroot:

Lidmaatschappen 22.900,00

Partnerinkomsten 21.000,00

Activiteiten
12.800,00
IRP & NMS

Incidenteel

Belasting

Werkelijk:

187,50

900,00

350,00

Kosten:
Storno
lidmaatschappen
Partnerkosten
-

Kantoorkosten
Promotiekosten

500,00 63,50

700,00 715,00

Activiteiten
Bancair
ICT
Belasting
Bestuurskosten
Reserveringen
Incidenteel

Totaal:

58.250,00

1.866,00

Totaal:

Begroot:

1.250,00

500,00

825,00

2.991,05

37.477,00

1.505,00

1.241,35

5.700,00

3.810,60

2.000,00

950,00

58.250,00

Werkelijk:

96,32

1.067,21

3.119,18

96,27

322,21

257,00

1.772,72

6.730,91

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MAA budget 2016/2017

Revenues:

Budget:

Membership fees
22.900,00

Partner incomes
21.000,00

Activities
12.800,00

IRP & NMS

350,00

Uneforseen revenues 500,00

Taxes
700,00

Actually:

187,50

900,00

Costs:
Membership fee
stornos
Partnercosts
-

63,50

715,00

Office costs
Promotional costs
Activities
Bank
ICT
Taxes
Board costs
Reserved funds
Uneforseen costs

Total:

58.250,00

1.866,00

Total:

Budget:

1.250,00

500,00

825,00

2.991,05

36.827,00

1.505,00

1.241,35

5.700,00

3.810,60

2.000,00

1.600,00

58.250,00

Actually:

96,32

1.067,21

3.119,18

96,27

322,21

257,00

1.772,72

6.730,91

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