MSc Marketing Management

Anick Bosmans Program Director

Agenda

• Why a MSc in Marketing?

• Career Perspectives

• Our Program

• Sneak Preview of (some of the) Courses

• Extra’s

• Career Development Events & Business Challenges

• Combining two MSc Programs

• Extended MSc Program Pilot

• Minor Programs in Marketing (BSc BE / BSc IBA)

• Questions & Contact Information

Why a MSc in Marketing?

Why a MSc in Marketing?

• Challenges:• Marketing landscape is constantly changing• Marketing Management is more than coming up with a “big idea”• Successful companies develop successful marketing strategies that

involve • Analyzing the market through state of the art marketing analytics• Developing innovative and effective ways to distribute, design, price,

and promote one’s products (offline as well as online)

• A successful marketing manager has:• profound knowledge about the relationship between the organization

and its target groups (customers)• the skills to change and / or maintain these relationships• the attitude / character to become an innovative thinker to go beyond

the bounds of traditional marketing

Why at Tilburg University?

• Focus on key Marketing Management courses; with a slice of Marketing Analytics

• Outstanding reputation in education AND research• Language: English / Dutch• Various Extracurricular Career Development Events• Two entry moments (September / February)• Linking theory to practice• Excellent career prospects• Campus:

• Excellent facilities: Career Services, Language Center, Scriptorium, Campus Gym…

• Centralized campus• International environment

For Whom?

• BSc BE / IBA TiU: automatically admitted

• Other University BSc: check website and/or program coordinator (TiSEM-MSc-Marketing-Management-Research@uvt.nl) 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!

Career Perspectives

• Product/Brand Manager, Category Manager, Consultant, Communication Manager, Account Manager, Online Marketer,…

• In:• Large or small companies, national and international

• Various areas (consumption goods, industrial products, services, consulting, …)

• Profit and non-profit

Job Profiles

Graduates Class of 2016 – Examples

Graduates 2009-2012 – Examples

Our Program

The Program in a Nutshell

• 1 year• 2 Inflow moments (September / February)• 60 ECTS (1680 study hours / 1 ECTS = 28 study hours)

• 4 core courses on Marketing Management (4 x 6 ECTS = 24 ECTS)

• 1 core course on Marketing Research (6 ECTS)• 2 Electives (2 x 6 ECTS = 12 ECTS)• 1 MSc Thesis (18 ECTS)

• Various extracurricular Career Development Events (not compulsory but highly recommended)

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

Elective Courses

Various Electives on Marketing Analytics and / or International Management (choose 12 ECTS)• MSc Marketing Analytics:

• Research in Social Media• Customer Analytics• Market Assessment• Experimental Research• Conjoint Analysis• Survey Methodology

• MSc International Management: • International Marketing

General Structure

Unit 1 (Sept inflow) Unit 2 Unit 3 (Feb inflow) Unit 4

A. Introduction to Research in Marketing (Sept inflow)

C. Elective: Conjoint Analysis

A. Introduction to Research in Marketing (Feb inflow)

C. Elective: Research in Social Media

Brand Management C. Elective: Survey Methodology

Strategic Marketing Management

C. Elective: Experimental Research

Marketing Channel Management

C. Elective: Market Assessment

Marketing Communication

C. Elective: Customer Analytics

C. Elective: International Management

Optional: Google Online Marketing Challenge

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 Thesishttps://mystudy.uvt.nl/it10.home?taal=e

Unit 3 - From a Student’s Perspective

Sneak Preview of (Some of the) Courses

Sneak Preview – Brand Management

• Content: insights into the development, management and protection of brands and brand portfolios, with a focus on brand equity

• Structure: • 12 lectures that provide state of the art knowledge on:

(1) brand management and strategy and (2) brand identity and image

• Factory visits

• Real-life company case (team assignment) where you learn to apply theory to practice

Sneak Preview – Marketing Communication

• Content: Insights into the underlying mechanisms of the communication process, as well as the steps needed to develop a marketing communication plan

• Structure:• 8 lectures that provide state of the art knowledge on

persuasive communication• Book chapters (self-study) that give you insights into the

dynamics of a communication plan• 2 company-based assignments where you put the theory

into practice (supported by a number of tutorials and office hours)

Sneak Preview – Strategic Marketing Management

• Content: Insights into the many elements embedded in the marketing strategy literature to enable you to formulate and execute new strategic directions within a firm

• Structure:• 12 lectures that provide state of the art knowledge on

strategic decision making (networks), marketing in times of turbulence and uncertainty, and mew product development (innovations)

• Team assignment based on a Marketing Simulation Game (MarktStrat), where you learn to put theory in action.

• Web-lectures accompany MarktStrat

Sneak Preview – Research in Social MediaContent: • Statistical analyses 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 skillsStructure:• Lectures + weblectures (instruction) + guestlectures (e.g.

Musicmetric)• Several real life cases: Social Media Challenge (e.g.,

Musicmetric, Buma/Stemra), Facebook API, Campaign effectiveness on Twitter

Sneak Preview - Master Thesis (I)- In your final two blocks (if you meet the pre-requisites)

- Can be:- In collaboration with a company (note: not just an internship) - In collaboration with a researcher of the Marketing departement

- Thesis coordinator checks academic significance of your proposal, and links you to a department supervisor

- Always involves data collection and analysis (not just literature review)

• Thesis Mark van Zuijlen: “Evaluating Mobile Display Advertising Effectiveness”• Company: Blue Mango Interactive (for Staatsloterij)• Research Question: Effect of mobile advertising on off-

and online sales

• Geo-targeting field study

Sneak Preview - Master Thesis Mark

• Results: both hypotheses confirmed• Online: +7.0% transactions• Offline: +2.8% sold tickets

• Winner of the Dutch Marketing Thesis Award 2016 @ Dutch Marketing Awards event:

• Thesis Severine Hennissen: “Catching Shoppers’ Eyes at the Point-of-Purchase”• Company: Peijnenburg• Research Question: Effect of On-Pack Promotions on

Attention

• Eye-tracking experiment:

27

Sneak Preview - Master Thesis Severine

Results:

Extras

• Expand your professional (marketing) skills• Get in touch with companies• Distinguish yourself from the crowd• Organized in collaboration with Career Services,

Companies, Study associations, etc.

Examples:• Google Digital Garage• Page Personnel: Pimp your CV• Tilburg Career Days: Meet the Companies

Career Development Events

Business Challenges (2ECTS)

AssetFormal activities: • Dutch Marketing Thesis Awards• The International Marketing Expedition (TIME)• Marketing Recruitment Day• Nationale Marketing Strijd• Markethings Week• Economic Business weeks TilburgInformal activities: • Marketing Event• Commercial Night• Study Trip• Drinks

https://asset-marketing.nl/

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)Example:

Extended Master (Pilot)• Regular MSc + “Official” Company Internship + 2

Professional Skills Training courses (team management and leadership; advanced presentation skills)

• For top students already in the MSc program: selected by Program Board AND participating companies

• Application procedure: fall 2017• 18 months• MSc degree + certificate

For BSc students: Minor Programs in Marketing

• 3rd year BSc program (BE / IBA)• Minor Marketing Management:

• Digital and Social Media Strategies• Services Marketing• Marketing@Work – focus on “small” data

• Minor Marketing Analytics:• Marketing Analytics for Big Data• Digital and Social Media Strategies• Marketing@Work – focus on “big” data

Questions?

Program Coordinator: Saskia BlijlevensTiSEM-MSc-Marketing-Management-Research@uvt.nl

Program Director: Anick Bosmansabosmans@tilburguniversity.edu

Visit us NOW at theInformation Market

Examples Assignments

Thesis Samples

Course Outlines

Meet Student Ambassadors: Inge Hoefnagel

Vera Hacquier

Meet our Program Coordinator: Saskia Blijlevens

Business Challenge Samples