"The Marketing-Finance Interface: A new Master Program at UM" - Dr. Arvid O. I. Hoffmann

Welcometo Maastricht University

Faculty of Economics and Business Administration

The Marketing-Finance Interface: A new Master Program at UM

Dr. Arvid O. I. Hoffmann: Program Co-Director


• Outline:

– Why does UM offer a Marketing-Finance Program?

– What’s the Marketing-Finance Master Program?

– What topics are addressed by the Marketing-Finance Program?

– What’s the added value of a UM Marketing-Finance graduate?

– What’s the MF Company Circle?



• Marketing needs to become accountable:

What is the effect of marketing actions on financial performance?

Why is a Marketing-Finance Program necessary? 1/3


• Financial products design and development require an interdisciplinary marketing-finance approach:

What is technically possible, may not meet customers’ needs.



• Companies need linking-pins between marketing and finance departments:

• Communication gap between marketers and finance professionals

• Need for a common language



• The Marketing-Finance Program at UM:


Delivers professionals who are able to bridge marketing and finance.


• The Marketing-Finance Program at UM:

– A multidisciplinary, one-year fulltime program.

– Taught entirely in English.

– Triple Crown accredited by AACSB, EQUIS and AMBA.

– Prepares students for managerial action in marketing, financial services and risk management.

What’s the Marketing-Finance Master Program at UM?



A state of art combination & integration of M & F courses

Marketing-Finance

Term 1

1Shareholder Value

and Market Based Assets

Master’s Thesis

2 Institutional Investors Return on Relationships

3Skills Training Course:

Business Skills for Marketers/Excel Skills for Finance Professionals

Term 2

4 Behavioral Finance Value-Based Marketing

5 Financial Product Development: A Marketing Finance Approach Master’s Thesis

6Skills Training Course:

Excel Skills for Finance Professionals



Integration of Marketing-Finance theory using real-life business cases



Interactivity within small working groups


What topics are addressed by the Marketing-Finance Program?

• The changing role of marketing in the firm.

• Marketing activities as drivers of shareholder value.

• Return on relationships.

• Assessing institutional and individual investors behavior.

• Value-based marketing.

• The development of successful financial products and services.


• UM Marketing-Finance graduates will be able to:

– Understand functional interrelationships between marketing and finance.

– Develop marketing activities that enhance firms’ financial performance.

– Create successful financial services, such as banking products, risk management tools, etc.

– Assimilate and apply complex marketing-finance concepts into practice.

What’s the added value of a UM Marketing-Finance graduate?


MF Company Circle:

– To get into contact with talented young professionals:

• Carrying out business-relevant (thesis) projects.

• Being potential future employees.

– To stay informed about recent marketing-finance insights.

– To engage in mutual beneficial research projects.

Getting the most out of Marketing-Finance: the MF Company Circle



- New: started September 2008

- Unique: first in Europe

- Industry Driven

- Business Realism