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MSc Marketing Management
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Anick Bosmans
Program Director MSc’s in
Marketing
Joined Tilburg University in
2002 (after a PhD @ Ghent
University)
Courses: MarCom, Thesis,
M@W, L’Oreal Brandstorm
Research interests: CB,
communication &
persuasion
Manon Swinkels
Student MSc Marketing
Management (since Sept. 2017)
Jr. Brand Manager Peijnenburg
(since Aug. 2017)
Before: Marketing Internship at
Natural Foods (Feb. - Jul. 2017)
Prior education: Commerciële
Economie Avans
Expect to graduate in December
2017
Who we are…
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Agenda
• Why a MSc in Marketing Management?
• MSc Marketing Management at Tilburg University
• Sneak Preview of (some of the) Core Courses
• Extra’s
• Career Perspectives in Marketing Management
• Entry Requirements
• Questions & Contact Information
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Why a MSc in Marketing
Management?
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Why marketing?
• Marketing is more than coming up with “a big idea”
• Marketing is crucial for the profitability of a business: For a company to grow, it should build strong customer relations and maintain these relationships
• Successful companies develop successful marketing strategiesthat involve
• Analyzing the market through state of the art marketing analytics (offline and online)
– MSc Marketing Analytics
• Developing innovative and effective ways to distribute, design, price, and promote one’s products (offline and online)
– MSc Marketing Management
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MSc Marketing Management
at Tilburg University
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Key Characteristics of our Program
• Focus on key Marketing Management courses; with a slice of
Marketing Analytics
• Excellent reputation in education and research
• Knowledge – Skills – Attitudes: state of the art knowledge applied
to business
• Language: English or Dutch
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The Program in a Nutshell
• 1 year (60 ECTS)
• 2 inflow moments (September / February)
• 7 courses + MSc Thesis (+ extracurricular Career Development)
• 5 core courses on Marketing Management
• 2 electives from MSc Marketing Analytics / International Management
• 4 units (7 weeks each, followed by exam week(s))
• Unit 1 (Sept – Oct)
• Unit 2 (Oct –Nov)
• Unit 3 (Feb – Mar)
• Unit 4 (April - May)
• Students involved in quality control
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Core Courses
• Marketing Management (24 ECTS)
• Brand Management
• Marketing Communication
• Strategic Marketing Management
• Marketing Channel Management
• Marketing Research (6 ECTS)
• Introduction to Research in Marketing
• MSc Thesis (18 ECTS)
• Company-defined or self-defined
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Elective Courses
Various Electives on Marketing Analytics and / or International Management. Choose 2 (12 ECTS) out of:
• MSc Marketing Analytics:
• Research in Social Media
• Customer Analytics
• Market Assessment
• Experimental Research
• Conjoint Analysis
• Customer Insights trough Surveys
• MSc International Management:
• International Marketing
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Unit 3 - From a Student’s Perspective
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Sneak Preview of (Some
of the) Courses
• Brand Management• Marketing Communication• Marketing Channel
Management• Strategic Marketing
Management• Some Electives: Research in
Social Media, Customer Analytics, & Conjoint Analysis
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General Course Set-Up
• Knowledge (theory):
• Lectures
• Guest lectures (experts from business)
• Readings (state of the art papers / books / …)
• Skills (application of theory to practice):
• Tutorials
• Lab sessions
• Web clips
• Team assignments
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Sneak Preview – Brand Management
• Content: development, management and protection of brands and
brand portfolios, with a focus on brand equity
• Structure:
• Lectures on: (1) brand management and strategy and (2) brand
identity and image
• Real-life company case (team assignment) with factory visit and
pitch
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Sneak Preview – Marketing Communication
• Content: persuasion process and developing a marketing
communication plan
• Structure:
• Lectures on persuasive communication
• Book chapters on the dynamics of a communication plan
• Real-life assignments where you present a marketing
communication plan for the company
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• Content: design and management of marketing channels
(distribution channels)
• Structure: lectures, weblectures, individual assignments
Sneak Preview – Marketing Channel
Management
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Sneak Preview – Strategic Marketing Management
• Content: marketing strategy that enables you to formulate and
execute new strategic directions within a firm
• Structure:
• Some of the topics: strategic decision making (networks),
marketing in times of turbulence and uncertainty, and new
product development (innovations)
• Marketing Simulation Game (MarktStrat)
• Web-lectures accompany MarktStrat
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Sneak Preview – Some MA Electives
• Research in Social Media:
• Analytics on big data from online social networks (e.g., Facebook), social publishing services (e.g. Twitter), social entertainment providers (e.g. Spotify) and social commerce websites (e.g. Amazon.com)
• Programming skills (SQL / Python / etc.)
• Customer Analytics:
• Techniques to analyze “big data” from company databases
• Conjoint Analysis:
• Determine how people value different attributes (e.g. price, color, brand, packaging, claim, size, memory, design, ...) of a product or service + predict market share
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Sneak Preview - Master Thesis (I)
- In your final two units
- Can be:
- Company defined (note: not just an internship)
- Researcher defined
- Self-defined
- Always involves data collection and analysis (not just literature review)
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Sneak Preview – Thesis Manon Swinkels
Does Type of brand influence product evaluation of a
product with functional claims?
H1: Product Evaluation is higher for products carrying a functional claim
compared to products without a functional claim.
H2: The effect of functional claims on product evaluation is higher for
nutrient claims than health claims.
H3: Brands moderate the effect of a functional claim on product
evaluation. With bigger brands weakening the effect, and small
underdog brands amplifying the effect.
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Business Challenges (2 ECTS)
• L’Oreal Brandstorm Challenge
2017201620152014
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Career Development Marketing
• Extracurricular sessions, workshops, meet & greets, etc.
• Goals:
• Expand your professional (marketing) skills
• Get in touch with companies
Examples:
• Meet our alumni and their companies
• Data Visualization workshop by Tableau
• SEA / SEO workshop
• Google Digital Garage (preparation for Google Certificates)
• Page Personnel: Pimp your CV
• Tilburg Career Days: Meet the Companies
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Extra’s
Combining two MSc’sExtended MSc ProgramQTEM internationalActive study association
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Combining Two Masters
For example, MSc Marketing Management + MSc Marketing Analytics
• 12 ECTS can be exempted in each master, on the basis of grades in
the other master
• 48 ECTS per MSc (instead of 60 ECTS)
• 2 MSc Theses
• Note: Math is required for MSc MA
• ALWAYS CONTACT YOUR PROGRAM COORDINATOR(S)
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Extended Master (Pilot)
• Regular MSc + “Official” Company Internship + Professional Skills
Training by companies
• Application procedure: fall 2018 (selected by Program Board
AND participating companies)
• 18 months
• MSc degree + certificate
… and more
will follow
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QTEM International Experience
• QTEM: Quantitative Techniques for Economics and Management
• Extending the master with an additional year abroad, combining
both an exchange period and an internship
• Network of top schools (e.g. LUISS in Italy, BI in Norway, Monash
in Australia, HEC in France, Solvay in Belgium,…) and top
corporate partners (e.g., VW, ABInbev, EY, McKinsey, Deloitte,…)
• Application procedure: fall 2018
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Asset
Formal activities:
• Dutch Marketing Thesis Awards
• The International Marketing Expedition (TIME)
• Marketing Recruitment Day
• Nationale Marketing Strijd
• Markethings Week
• Economic Business weeks Tilburg
Informal activities:
• Marketing Event
• Commercial Night
• Study Trip
• Drinks
https://asset-marketing.nl/
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Career Perspectives
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Account Manager, Product/Brand Manager, Online Marketer, Category
Manager, Communication Manager, Consultant,…
Impressions from our “Meet our Alumni Evening” (Sept. 2017):
Job Profiles
Jasper KesselsKey Account Manager AB Inbev
Suzanne van ZutvenProduct Manager Cloetta
Dennis van de VenHead of PerformancePauwR
Yvet RoestProduct ManagerMondelez
Michelle MullerCategory ManagerJumbo
Robert KooimanDisplay BaasCoolblue
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Graduates Class of 2016 – Examples
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Entry Requirements
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For Whom?
• BSc BE / IBA TiU: automatically admitted
• Other University BSc: check website and/or program coordinator ([email protected]) Academic Premaster available.
• HBO Pre-Master available:Check website & visit hbo premaster session!
BSc students with the following background:
Math and Statistics (12 ECTS)Economics (12 ECTS)Accounting or Finance (12 ECTS)Management (12 ECTS)Marketing (12 ECTS)Academic Competences (24 ECTS)
Exact application procedure: see website!
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Visit us at the
Information Market
Examples Assignments
Thesis Samples
Course Outlines
Meet our Program Coordinator: Saskia Blijlevens
Business Challenge Samples
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General Structure
Unit 1 (Sept inflow) Unit 2 Unit 3 (Feb inflow) Unit 4
A. Introduction to
Research in Marketing
(Sept inflow)
B. Elective: Conjoint
Analysis
A. Introduction to
Research in Marketing
(Feb inflow)
B. Elective: Research in
Social Media
Brand Management B. Elective: Survey
Methodology
Strategic Marketing
Management
B. Elective:
Experimental Research
Marketing Channel
Management
B. Elective: Customer
Analytics
Marketing
Communication
B. Elective: Market
Assessment
B. Elective: International Marketing
Optional: L'Oreal Brandstorm
Master Thesis (Feb inflow) Master Thesis (Sept Inflow)
Program (60 ECTS) = Introduction to Research in Marketing + 4 Managerial Courses + 2 Electives +
Master Thesis
https://mystudy.uvt.nl/it10.home?taal=e