Master Open day NOV 2017 - Marketing Management

MSc Marketing Management

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

Manon Swinkels

Student MSc Marketing

Management (since Sept. 2017)

Jr. Brand Manager Peijnenburg

(since Aug. 2017)

Before: Marketing Internship at

Natural Foods (Feb. - Jul. 2017)

Prior education: Commerciële

Economie Avans

Expect to graduate in December

2017

Who we are…

Agenda

• Why a MSc in Marketing Management?

• MSc Marketing Management at Tilburg University

• Sneak Preview of (some of the) Core Courses

• Extra’s

• Career Perspectives in Marketing Management

• Entry Requirements

• Questions & Contact Information

Why a MSc in Marketing

Management?

Why marketing?

• Marketing is more than coming up with “a big idea”

• Marketing is crucial for the profitability of a business: For a company to grow, it should build strong customer relations and maintain these relationships

• Successful companies develop successful marketing strategiesthat 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 of our Program

• 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

• Language: English or Dutch

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 Management

• 2 electives from MSc Marketing Analytics / International Management

• 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

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

• Customer Insights trough Surveys

• MSc International Management:

• International Marketing

Unit 3 - From a Student’s Perspective

Sneak Preview of (Some

of the) Courses

• Brand Management• Marketing Communication• Marketing Channel

Management• Strategic Marketing

Management• Some Electives: Research in

Social Media, Customer Analytics, & Conjoint Analysis

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

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

• Real-life assignments where you present a marketing

communication plan for the company

• Content: design and management of marketing channels

(distribution channels)

• Structure: lectures, weblectures, individual assignments

Sneak Preview – Marketing Channel

Management

Sneak Preview – Strategic Marketing Management

• Content: marketing strategy that enables you to formulate and

execute new strategic directions within a firm

• Structure:

• Some of the topics: strategic decision making (networks),

marketing in times of turbulence and uncertainty, and new

product development (innovations)

• Marketing Simulation Game (MarktStrat)

• Web-lectures accompany MarktStrat

Sneak Preview – Some MA Electives

• Research in Social Media:

• Analytics 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 / etc.)

• Customer Analytics:

• Techniques to analyze “big data” from company databases

• Conjoint Analysis:

• Determine how people value different attributes (e.g. price, color, brand, packaging, claim, size, memory, design, ...) of a product or service + predict market share

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)

Sneak Preview – Thesis Manon Swinkels

Does Type of brand influence product evaluation of a

product with functional claims?

H1: Product Evaluation is higher for products carrying a functional claim

compared to products without a functional claim.

H2: The effect of functional claims on product evaluation is higher for

nutrient claims than health claims.

H3: Brands moderate the effect of a functional claim on product

evaluation. With bigger brands weakening the effect, and small

underdog brands amplifying the effect.

Business Challenges (2 ECTS)

• L’Oreal Brandstorm Challenge

2017201620152014

Career Development Marketing

• 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)

• Page Personnel: Pimp your CV

• Tilburg Career Days: Meet the Companies

Extra’s

Combining two MSc’sExtended MSc ProgramQTEM internationalActive study association

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)

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

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

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

Account Manager, Product/Brand Manager, Online Marketer, Category

Manager, Communication Manager, Consultant,…

Impressions from our “Meet our Alumni Evening” (Sept. 2017):

Job Profiles

Jasper KesselsKey Account Manager AB Inbev

Suzanne van ZutvenProduct Manager Cloetta

Dennis van de VenHead of PerformancePauwR

Yvet RoestProduct ManagerMondelez

Michelle MullerCategory ManagerJumbo

Robert KooimanDisplay BaasCoolblue

Graduates Class of 2016 – Examples

Entry Requirements

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!

Visit us at the

Information Market

Examples Assignments

Thesis Samples

Course Outlines

Meet our Program Coordinator: Saskia Blijlevens

Business Challenge Samples

Questions?

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

Program Director: Anick Bosmansabosmans@tilburguniversity.edu

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: Customer

Analytics

Marketing

Communication

B. Elective: Market

Assessment

B. Elective: International Marketing

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