Karel Jan Alsem

Dr. Karel Jan Alsem is a Lecturer in Marketing at the University of Groningen (part-time) and a Professor of Applied Sciences in Marketing at Hanze University of Applied Sciences. He holds a PhD in Marketing from the University of Groningen (1991). His research focuses on branding, healthcare marketing, destination branding, and sustainable consumer behavior. He has authored influential books like Strategic Marketing Planning (9th edition, 2023) and Brand Positioning, which won a Dutch award. His work emphasizes strategic marketing communication and brand authenticity.

He has over 30 years of academic and professional experience, including roles as a marketing consultant and director of the Hanze research institute Marklinq. His expertise spans healthcare marketing, digital transformation, and sustainable business practices. He regularly advises businesses on branding and positioning through lectures, masterclasses, and consulting.

• Education: MScBA (1981), PhD in Marketing (1991) from University of Groningen
• Key Research Areas: Brand Management, Healthcare Marketing, Destination Branding, Sustainable Consumer Behavior
• Affiliations: Hanze University of Applied Sciences (Lector in Marketing), Marklinq Research Institute