msc marketing analytics
TRANSCRIPT
MSc Marketing Analytics
Anick Bosmans, Program DirectorJacco Muntz, student
Agenda
• Why a MSc in Marketing Analytics?
• Our Program
• Sneak Preview of (some of the) Courses
• Extra’s
• Career Perspectives
• Entry Requirements
• Questions & Contact Information
Why a MSc in Marketing Analytics?
Why a MSc in Marketing Analytics?
• Marketing Analytics is a rapidly growing field: We are living in a “big data” world
• One of the key success factors for business organizations is to turn (big) data into valuable information to support their decisions
• Focus is on collecting and analyzing customer-centric data (such as online browsing behavior and purchase data) to enhance marketing productivity• Describe past consumer behaviors • Predict future consumer behaviors• Find innovative ways to create customer value for firms
Msc Marketing Analytics at Tilburg University• Key characteristics:
• Part of Data Science project (JADS)• Focus on key Marketing Analytics courses; with a
slice of Marketing Management, Information Management, and Business Analytics
• Excellent reputation in education and research• Knowledge – Skills – Attitudes: state of the art
knowledge applied to business • Unique
• Practical:• Two entry moments (September / February)
MSc in Marketing Analytics & Data Science
engineering
Eindhoven University of Technology
society
Tilburg University
entrepreneurship
Mariënburg Den Bosch
Master Data Science in Engineering
Master Data Science: Business and Governance
Master Business Analytics and Operational Research
Master Marketing Analytics
Joint Master Data Science and Entrepreneurship
PDEng(post-master)
PhD
Joint BSc
Joint BSc
Differences in the DS MSc programs
DS Marketing Analytics: Focus on customer centric data, linking pin to management
DS Business Analytics & Operations Research: Technical but with a focus on optimization of existing activities like logistics, scheduling etc
DS Business & Governance: Focus on the use of data science to improve policy/decision making, linking pin with core technical skills
Joint MSc DS & Entrepreneurship: Very technical but with a strong focus on business (opportunities) and practical knowledge & skills
DS in Engineering: Very technical, with a strong focus on engineering, forecasting and algorithms
Our Program
The Program in a Nutshell
• 1 year• 2 Inflow moments (September / February)• 60 ECTS (1680 study hours / 1 ECTS = 28 study hours)
• 5 core courses on Marketing Analytics (5 x 6 ECTS = 30 ECTS)• 2 Electives (2 x 6 ECTS = 12 ECTS), from
• MSc Marketing Management• MSc Information Management• MSc Business Analytics• MSc Data Science Business and Governance• Research Master Business, track Marketing (CentER)
• 1 MSc Thesis (18 ECTS)
• Various extracurricular Career Development Events (not compulsory but highly recommended)
Core Courses
• Introduction to Research in Marketing (6 ECTS)• Choose 4 from (24 ECTS)
• Research in Social Media• Customer Analytics• Market Assessment• Experimental Research• Conjoint Analysis• Survey Methodology
• MSc Thesis (18 ECTS)• Company-defined or self-defined
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
General StructureUnit 1 Unit 2 Unit 3 Unit 4
A. Introduction to Research in Marketing
B. Conjoint Analysis A. Introduction to Research in Marketing
B. Customer Analytics
D. Brand Management
B. Market Assessment D. Strategic Marketing Management
B. Research in Social Media
D. Marketing Channel Management
B. Survey Methodology
D. Marketing Communication
B. Experimental Research
C. Business Intelligence and Data Management
C. Structural Equation Modelling for Business
C. Analytics for Business and Governance
C. Business Analytics and Emerging Trends
C. Marketing Models
C. Panel Data Analysis
Optional: Google Online Marketing Challenge
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
Unit 2 - From a Student’s Perspective
Sneak Preview of Some Courses
• Content: Insights into statistical techniques (conjoint analyses) to determine how people value different attributes (e.g. price, color, brand, packaging, claim, size, memory, design, ...) of a product or service
• Structure:• Lectures providing you with state of the art knowledge
about setting up and analyzing conjoint studies• Lab sessions familiarizing you with the technique and
software (SawTooth)• 3 hands-on assignments
Sneak Preview – Conjoint Analysis
Sneak Preview – Customer Analytics
• Content: • Techniques to analyze “big data” from company
databases• Topics include: selecting customers for a direct mail
campaign, estimating customers’ life time value of a customer
• Structure:• Lectures + guestlectures (e.g. BlueMango, Bol.com,
KPN)• Assignments on real-life databases
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 skills (SQL, Python,…)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 Severine Hennissen : “The role of personal search tasks in SEA effectiveness”• Company: Blue Mango Interactive• Research Question: How do consumers’ search tasks
(informational vs. transactional) influence their attention to sponsored search results?
• Eye-tracking study, 2 group design, 5 different product categories
19
Sneak Preview - Master Thesis (II)
Business Challenges (2 ECTS)
• Expand your professional (marketing) skills• Get in touch with companies• Organized in collaboration with Career Services,
Companies, Study associations, etc.
Examples:• Data Visualization workshop by Tableau• SEA / SEO workshop• Google Digital Garage• Page Personnel: Pimp your CV• Tilburg Career Days: Meet the Companies
Career Development Events
Extras
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 in the
other master• 48 ECTS per MSc (instead of 60 ECTS) • 2 MSc Theses• Note: approval for exemptions needed from Program Board• Note: Math is required for MSc MA
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
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/
Career Perspectives
• 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
Graduates 2016
Graduates 2010
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 (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!
Visit us at the Fair / Information Market
Examples Assignments
Thesis Samples
Course Outlines
Meet Student Ambassadors:
• Daniel Kaminski
• Jacco Muntz
• Robin van Schaik
Meet our Program Coordinator: Saskia Blijlevens
Business Challenge Samples
