master marketing management tilburg university
TRANSCRIPT
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MSc Marketing Management
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Anick Bosmans
(Academic Director Marketing Masters @ Tilburg University)
Severine Hennissen
(MSc Marketing Management, recently graduated)
(MSc Marketing Research, writing her thesis)
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Agenda
• Why Marketing?
• Why Marketing @ TiU?
• Our MSc Programs in Marketing
• Learning Objectives
• Teaching Philosophy
• Structure of our MSc Programs
• Sneak Preview of (some of the) Courses
• The Master Thesis
• After Graduation: Career Perspectives
• Opportunity to Ask Questions
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Marketing in a dynamic world…
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Marketing in a dynamic world…
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Source: http://www.automotivedigitalmarketing.com/profiles/blogs/ford-fiesta-ipad-app
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Why marketing?
• Marketing is everywhere:
• Marketing is crucial for the profitability of a business: For a company to grow, it should build strong customer relations
• Successful companies develop marketing strategies that involve
• analyzing the market through state of the art marketing research
• developing innovative and effective ways to distribute, design, price, and promote one’s products
• Marketers most headhunted professionals
• And perhaps most importantly:
Marketing is fun!!
Domain %
Marketing 71%
Consultancy / Advice 62%
ICT / Automatization 61%
Accountancy 56%
Management 55%Source: Academie voorArbeidsmarktcommunicatie, 2014
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Why Marketing @ Tilburg University?
• Outstanding Reputation in Research and Education:
• Elsevier ranking (education): TiU best specialist university
• UT Dallas ranking (2014), worldwide (research in marketing):
• Worldwide: 13th position
• In Europe: 1st position (2: London Business School; 3:
Erasmus University Rotterdam)
• Top Quality Professors:
• Top researchers
• Excellent teaching ratings
• As experts in their discipline, they have strong ties with practice
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Why Marketing @ Tilburg University?
• Two entry moments
• MSc Marketing Management: English / Dutch
• Possibility to link Master Thesis to internship
• Excellent career prospects
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Meet Severine Hennissen
Education
2010: Bachelor Business
Administration
2013: Master Marketing
Management (graduated)
2013: Master Marketing
Research (writing my
thesis)
Internships
2014: Koninklijke
Peijnenburg
2015: Blue Mango
Interactive
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The MSc Marketing
Management Program
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Learning Objectives
• Knowledge:
• Learn and understand state-of-the-art theories to understand and influence the relationship between an organization and its target groups
• Skills:
• Problem solving skills: Apply theories and techniques to analyze and solve practical problems in a scientifically sound way
• Programming skills: Learn to apply relevant computer software
• Presentations skills: Learn to communicate, both orally and in writing, policies, ideas and working methods to others and to make them enthusiastic
• Critical reflection: Learn to critically reflect one's own and other people's work
• Attitudes:
• Mindset to be open but critical towards new challenges and developments
• Involving others
• Life long learning: mindset to critically follow the developments in science and society
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Teaching Philosophy: Engage and Stimulate
by Linking Theory to Practice
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Teaching Philosophy: Engage and Stimulate
by Linking Theory to Practice (cont.)
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The Program
• Focus is on Marketing Management courses,
supplemented with courses on Marketing Analytics:
• 1 introduction course in marketing research
• 4 Marketing Management courses: Brand Management,
Marketing Communication, Marketing Channel
Management, Strategic Marketing Management
• Choose 2 Marketing Analytics courses
• Master Thesis
• Optional: Google Online Marketing Challenge (2 ECTS),
L’Oreal Brandstorm (2 ECTS)
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Program MM (D is Dutch, E is English) (prov. 2015-2016)
Unit 1 Unit 2 Unit 3 Unit 4
Introduction to Research in Marketing (E)
Elective: Conjoint Analysis (E)
Introduction to Research in Marketing(E)*
Elective: Research in Social Media (E)
Brand Management (D/E)
Elective:Survey Methodology (E)
Strategic Marketing Management (D/E)
Elective: Experimental Research (E)
Marketing Channel Management (D/E)
Elective:Market Assessment (E)
MarketingCommunication (D/E)
Elective: CustomerAnalytics (E)
Elective: International Marketing (E)
Optional: Google Online Marketing Challenge
Optional: L’Oreal Brandstorm Challenge
Master Thesis (D/E) Master Thesis (D/E)
Introduction to Research in Marketing + 4 Managerial Courses + 2 electives + MT
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Sneak Preview of
Courses
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Sneak Preview – Brand Management course
BeforeNike there
were sneakers.
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Sneak Preview – Brand Management course
(cont.)
Before
STARBUCKSthere were
coffee shops.
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Sneak Preview – Brand Management course
(cont.)
Before
Coca-Colathere were
soft drinks.
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Sneak Preview – Brand Management course
(cont.)
• What?
• How do I create a strong brand?
• When are brand extensions succesful?
• How to position your brand in a competing market?
• Course Structure:
• Lectures + Guest Lectures
• Tutorials
• Team: Presentations + group discussions
• Individual: discussion of academic papers
• Course material: lecture sheets + reader with academic papers
• Grading: (team & individual) assignments + open book exam
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Sneak Preview – Marketing Communication
course
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Sneak Preview – Marketing Communication
course (cont.)
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Sneak Preview – Marketing Communication
course (cont.)
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Sneak Preview – Marketing Communication
course (cont.)
• What?
• Focus on the communication process (how are consumerspersuaded?)
• Focus on development and evaluation of communicationcampaigns
• Course structure:
• Lectures + guest lectures (e.g. Unilever, L’Oreal,…)
• Tutorials: team presentations (communication plan that applies theory from lectures and insights from handbook) + class discussion
• Course material: handbook + lecture sheets + selection of academic papers
• Grading: team assignments + individual exam (book + lecture sheets + papers)
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Sneak Preview – Strategic Marketing
Management course (cont.)
• What?
• Strategic decision making / networks
• Marketing in times of turbulence / uncertainty
• New product development / Innovations
• Course structure:
• Lectures
• Assignment:
• Marketing Simulation Game (in team): http://web.stratxsimulations.com/simulation/strategic-marketing-simulation/
• Weblectures provide additional information + tips and tricks
• Course material: simulation game + lecture sheets + academic papers
• Grading: exam + team assignments
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Sneak Preview – Research in Social Media
course
In 2013, there were 30% less visitors that came to Pinkpop.
Was something wrong with the line up?
How to investigate?
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Sneak Preview – Research in Social Media course
(cont)
• What?
• 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).
• Topics: online text and sentiment analysis, recommendation algorithms ("Customers who like X, also like Y"), social network analysis
• Programming skills
• Course structure:
• Lectures + weblectures (instruction) + guestlectures (e.g. Musicmetric)
• Tutorials and in-class presentations
• Various Team and individual assignments: Social Media Challenge (Musicmetric), Facebook API, Campaign effectivenss on Twitter
• Course materials: lecture sheets + selected papers
• Grading: team + individual assignments
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Sneak Preview – Conjoint Analysis course
Product design decisions are higher complex…
All watches tell time. This one helps you make the most of it.
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Sneak Preview – Conjoint Analysis course (cont.)
Because a product is characterized by many, many, many attributes…
… and we don’t know which ones customers want
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Sneak Preview – Conjoint Analysis course (cont.)
Only for the bracelet, so many possibilities exist…
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Sneak Preview – Conjoint Analysis course (cont.)
Conjoint tells us what features matter
… and predict future market shares of new products!Source: Melbourne Business School.
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Internship @ Koninklijke Peijnenburg
Severine: Applying learned knowledge in the working field
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Brand Management & Marketing
Communication
How to deal with Copy Cats?
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Market Assessment
What is the best combination of the assortment?
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Master Thesis
- 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)
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Some examples of MSc Theses…
• Susan van de Loo: “Promotional Effectiveness in the Lamp Category” (Philips)
• Djura Gommers: “The Impact of Thematic and Style Congruity on Recall and Purchase Intention” (bol.com)
• Daphne Leijten: “Do you really want fans?” (Honig)
• Ilona Weeterings: “Lekker Helder Water; De positionering van kraanwater als drank voor kinderen” (Brabant Water)
• Eveline Huisman: “How to get the most out of banner advertising: A systematic comparison of prospecting and retargeting” (Blue Mango Interactive)
• Niels van de Meerendonk: “Positioning in the Toy Market; A study into the brand perceptions of children and their parents” (Studio 100)
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Catching Shoppers’ Eyes at the Point-of-
Purchase:
An Eye-Tracking Experiment on the Effects
of On-Pack Promotions
Severine: Master Thesis Marketing Management
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Difficult to attract
consumers’ attention in
today’s cluttered
supermarket shelves.
What catches the eye?
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Peijnenburg’s Solution
What is the effect of on-pack promotions
on the attention to the supermarket
shelf?
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An Eye-Tracking Experiment
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On-pack promotions increase the attention to the products
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No on-pack promotion
4 eye fixations per product
On-pack promotions increase the salience
3,6 eye fixations per product
3,4 eye fixations per product
2,7 eye fixations per product
2,3 eye fixations per product
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Peijnenburg’s Solution Works!
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Extra Curricular Activities supported by the Program and Teachers
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Extra Curricular Activities
• L’Oreal International Brandstorm case:
• Business competition for students to unleash their creativity and apply ground-breaking ideas to one of L'Oréal's international brands and distribution channels.
• Played by more than 70,000 students worldwide (with over 100 Universities)
• Work on real life challenges and be coached by top L'Oréal executives
• Last year:
– Travel Retail assignment for Lancome
– 6 TiU teams participated
– April 1st: Campus Finals
– April 30th: National Finals @ L’Oreal Headquarter Hoofddorp
– June 18th : International Finals @ Paris
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• Experience and create online marketing campaigns using Google
AdWords and Google+. Over 80,000 students and professors from
almost 100 countries have participated in the past 7 years.
• With a $250 AdWords advertising budget provided by Google,
students develop and run an online advertising campaign for a
business or non-profit organization over a three week period.
Extra Curricular Activities
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Extra Curricular Activities – Study Association
Asset
• Formal activities: Dutch Marketing Thesis Awards, The International Marketing Expedition (TIME), Marketing Recruitment Day, NationaleMarketing Strijd, Markethings Week, Economic Business weeks Tilburg….
• Informal activities: Marketing Event, Commercial Night, Study Trip,…
Why Asset?
• Get in touch with companies
• Meet new people
• CV building
• Personal development
• And… lots of fun!
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After Graduation:
Career Perspectives
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After graduation: career perspectives
• Product/Brand manager
• Category manager
• 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
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Where our alumni work …
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Our alumni
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Our alumni (cont.)
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Student Career Center & TiSEM Career Services
Your career starts now!
We can help you with:Study/Master choices, Career orientation,Career & Application skills
We offer:• Walk-in consultation for CV & letter of application• Workshops (for example Talent management, LinkedIn)• Individual support• Career Mentor Program & Career Portal
More information:
tilburguniversity.edu/studentcareercenter
Visit us now:
On the Master’s Fair from 18.15h to 19.30h in the Academia Building
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Master’s fair
Come to the Master’s fair (in Academia building) and get in contact with
companies, students, study advisors and program coordinators!
Break 18.15h till 19.30h
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For all students:
• Enroll via Studielink
Non TiSEM students who want to enroll in a (Pre-)
Master also need to:
• Submit an application for admission
For more information go to:
www.tilburguniversity.edu/education/masters-programmes/admissionprocedure/feb/
Admission & Application
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