master open day nov 2017 - marketing analytics
TRANSCRIPT
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MSc Marketing Analytics
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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
Joshua van den Hemel
• Student MSc Marketing
Analytics (MA)
• Started MSc Marketing
Analytics in September
2017
• Prior education: HBO
Finance, Pre-master MA
• Internship at Fresh
Fruit Digital (combined
with MSc Thesis)
• Expect to graduate in
December 2017
Who we are…
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Agenda
• Why a MSc in Marketing Analytics?
• MSc Marketing Analytics at Tilburg University
• Sneak Preview of (some of the) Core Courses
• Extra’s
• Career Perspectives in Marketing Analytics
• Entry Requirements
• Questions & Contact Information
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Why a MSc in Marketing
Analytics?
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We are living in a Big Data world
Clickstream data Search data
Location data
Panel data
Social media data
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From Data to Decisions
“Now we really do have essentially free and ubiquitous data. So the complimentary scarce factor is the ability to understand that data and extract value from it.”
Hal Varian Chief Economist at Google
https://www.mckinsey.com/industries/high-tech/our-insights/hal-
varian-on-how-the-web-challenges-managers
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Example 1: AH Bonus Cards
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Example 2: Netflix & House of Cards
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Timeline Marketing Data and Analytics
Wedel and Kannan (2016), Journal of Marketing
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MSc Marketing Analytics
at Tilburg University
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Key Characteristics of our Program
• Focus on key Marketing Analytics courses; with a slice of
Marketing Management, Information Management, and Business
Analytics
• Part of Data Science project (JADS)
• Unique
• Excellent reputation in education and research
• Knowledge – Skills – Attitudes: state of the art knowledge
applied to business in general and marketing more specifically
• English spoken
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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 Analytics
• 2 electives from related disciplines
• 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 on Marketing Analytics
• Introduction to Research in Marketing (6 ECTS)
• Choose 4 Marketing Analytics courses from (24 ECTS)
• Research in Social Media
• Customer Analytics
• Market Assessment
• Experimental Research
• Conjoint Analysis
• Customer Insights through Surveys
• MSc Thesis (18 ECTS)
• Company-defined or self-defined
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Elective Courses
• Choose 1 from MSc in Marketing Management (6 ECTS):
• Brand Management
• Marketing Channel Management
• Marketing Communication
• Strategic Marketing Management
• Choose 1 from related disciplines (6 ECTS):
• MSc Information Management: Business Intelligence and Data Management, Business Analytics and Emerging Trends
• MSc Data Science: Analytics for Business and Governance
• MSc Business Analytics: Panel Data
• Research Master Business (CentER): Marketing Models, Structural Equation Modeling, Quantitative Models
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Sneak Preview of
Some Core Courses
• Research in Social Media• Customer Analytics• Conjoint Analysis• Experimental Research• MSc Thesis• Career Development
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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 – Research in Social Media
Content:
• Data retrieval, data management, and data analysis related to back-end social media [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)]
Structure:
• Lectures + Weblectures (instruction) + Computerlabs + Guestlectures(e.g. Musicmetric)
• Software: SQL, Python, Excel,…
• Real life team assignments: Social Media Challenge (e.g., Musicmetric, Buma/Stemra), Facebook API, Campaign effectiveness on Twitter
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Sneak Preview – Customer Analytics
• Content:
• Analyze “big data” from company databases
• Course theme: Customer lifetime value (CLV)
• Structure:
• Lectures + Weblectures (how to?) + Computer Labs +
Guestlectures (e.g. Aegon, Centraal Beheer Achmea)
• Software: SPSS, Excel,…
• Team assignments on real-life databases
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• Content: Determine how people value different attributes (e.g. price,
color, brand, packaging, claim, size, memory, design, ...) of a
product or service + predict market share
• Structure:
• Lectures + Weblectures + ComputerLabs
• Software: Sawtooth
• Hands-on team assignments
Sneak Preview – Conjoint Analysis
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Sneak Preview – Experimental Research
• Content: Analyze causal relationships between a limited set of variables (setting up an experimental study – analyzing the results –formulating conclusions and recommendations)
• Structure:
• Lectures + Tutorials + Guestlectures (e.g. Iprospect / Transavia) + Team Presentations
• Team assignments (company based)
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Courses from a student perspective
Monday 15/05 Tuesday 16/05 Wednesday 17/05 Thursday 18/05 Friday 19/05 Saturday 20/05 Sunday 21/05
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
GYM
Preparations for
next week
lectures
Plato - student
association
Café Polly - live
bands
Work
Individual
assignment
Customer Analytics
Individual
assignment
Customer analytics
(CA)
Group project
Experimental
Research
GYM
GYM
Lecture Customer
Analytics (Intro
CLV)
Lecture Customer
Analytics
(Forecasting CLV)
Computer Lab
Customer Analytics
Lecture
Research in
Social Media
(Text Mining)
Visit office hour
Research in Social
Media
Computer Lab
Research in Social
Media (Text Mining
in Python)
Lecture
Experimental
Research
(Power)
Guest Lecture
Experimental
Research (iPower /
Transavia)
Group project
Research in
Social Media
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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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• Thesis Joshua van den Hemel:
• Company: Fresh Fruit Digital (Greenhouse Group)
Investigate the effectiveness of search engine- and display prospecting & retargeting ads on online sales quantity
• Overlap courses with my own thesis
• Introduction to Research in Marketing: Cluster analysis, Logistic Regression.
• Research in Social Media: Search Query Language (SQL) to extract data
• Experimental Research: Setting up the experiment for my thesis
Sneak Preview - Master Thesis (II)
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• 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)
• Tilburg Career Days: Meet the Companies
• …
Career Development Marketing
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Extra’s
• Combining 2 MSc’s• Extended MSc• QTEM international• Active Study Association
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Combining Two MSc’s
• Examples:
• MSc Marketing Management + MSc Marketing Analytics
• MSc Business Analytics + MSc Marketing Analytics
• MSc Econometrics + MSc Marketing Analytics
• How it works:
• 12 ECTS can be exempted in each master, on the basis of grades
and content overlap in the other master
• 48 ECTS per MSc (instead of 60 ECTS)
• 2 MSc Theses
• Note: Math is required for MSc MA
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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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• Excellent Career Perspectives:
• Data Scientists, Customer Intelligence Specialists, Market(ing)
Analysts, Business Analysts…
• In:
• Marketing research agencies
• Consulting firms
• Research departments of large companies
• Online Marketing Agencies
• …
Job Profiles
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Graduates 2016
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Graduates 2010
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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 (18 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 Fair /
Information MarketExamples Assignments
Thesis Samples
Course Outlines
Meet Student Ambassadors
Meet our Program Coordinator: Saskia Blijlevens
Business Challenge Samples
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General Structure
Unit 1 (Sept – Oct) Unit 2 (Oct –Nov) Unit 3 (Feb – Mar) Unit 4 (April - May)
A. Introduction to Research in Marketing
B. Conjoint Analysis A. Introduction to Research in Marketing
B. Market Assessment
D. Brand Management
B. Customer Analytics D. Strategic Marketing Management
B. Research in Social Media
D. Marketing Channel Management
B. Customer Insights through Surveys
D. Marketing Communication
B. ExperimentalResearch
C. Business Intelligence and Data Management
C. Structural Equation Modelling for Business
C. Analytics for Business and Governance
C. Business Analyticsand Emerging Trends
C. Marketing Models
C. Panel Data Analysis
Optional: L’Oreal Brandstorm Challenge
Master Thesis Master Thesis
Introduction to Research in Marketing (cluster A) + 1 Managerial Course (cluster D)+ (5 cluster B courses) OR (4 cluster B courses + 1 cluster C course) + Master Thesis