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Marketing & Communications (M&C) has a pivotal function between the Executive Board, other departments, faculties, institutes and the world outside the University of Twente. M&C 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 M&C 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.