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Marketing & Communication (MC) has a pivotal function between the Executive Board, other departments, faculties, institutes and the world outside the University of Twente. MC helps to realise the strategic institutional plan through a strong positioning of the University of Twente and by ensuring optimal communication between the university and the various target groups. The marketing and communications strategy of the MC is aimed at the primary goals: a greater visibility and profiling; inflow and recruitment (excellent quality and quantity) and by training and retaining internal and external ‘ambassadors’. This calls for a strong joint effort of the entire marketing and communications column.