msc marketing management
TRANSCRIPT
MSc Marketing Management
Anick Bosmans, Program Director
Wim van Dooren, student
Vera Hacquier, student
Agenda
• Why a MSc in Marketing?
• Our Program
• Sneak Preview of (some of the) Courses
• Extra’s
• Career Perspectives
• Entry Requirements
• Questions & Contact Information
Why a MSc in Marketing?
Why marketing?
• Marketing is crucial for the profitability of a business: For a
company to grow, it should build strong customer relations
and maintain these relationships
• Marketing 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 (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
Msc Marketing Management at Tilburg
University
• Key characteristics:
• 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
• Practical:
• Language: English / Dutch
• Two entry moments (September / February)
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 2 (12 ECTS) out of:
• 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)
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: Market
Assessment
Marketing
Communication
B. Elective: Customer
Analytics
B. Elective: International Marketing
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 Thesis
https://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: 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
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
• 2 real-life assignments where you present a marketing
communication plan for the company
Sneak Preview – Strategic Marketing Management
• Content: marketing strategy that enables you to formulate and
execute new strategic directions within a firm
• Structure:
• Lectures discuss strategic decision making (networks),
marketing in times of turbulence and uncertainty, and mew
product development (innovations)
• Marketing Simulation Game (MarktStrat), where you learn to put
theory in action.
• Web-lectures accompany MarktStrat
Sneak Preview – Research in Social Media
Content:
• 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 skills
Structure:
• 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 units
- Can be:
- Company defined (note: not just an internship)
- Researcher defined
- Self-defined
- 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:
Business Challenges (2 ECTS)
• L’Oreal Brandstorm Challenge
• Google Online Marketing Challenge
• 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
• Workshop SEA/SEO
Career Development Marketing
Extra’s
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
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/
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
Entry Requirements
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!
Visit us NOW at the
Information Market
Examples Assignments
Thesis Samples
Course Outlines
Meet our Program Coordinator: Saskia Blijlevens
Business Challenge Samples