Master Marketing Management Tilburg University

MSc Marketing Management

Anick Bosmans

(Academic Director Marketing Masters @ Tilburg University)

Severine Hennissen

(MSc Marketing Management, recently graduated)

(MSc Marketing Research, writing her thesis)

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

Marketing in a dynamic world…

Marketing in a dynamic world…

Source: http://www.automotivedigitalmarketing.com/profiles/blogs/ford-fiesta-ipad-app

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

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

Why Marketing @ Tilburg University?

• Two entry moments

• MSc Marketing Management: English / Dutch

• Possibility to link Master Thesis to internship

• Excellent career prospects

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

The MSc Marketing

Management Program

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

Teaching Philosophy: Engage and Stimulate

by Linking Theory to Practice

Teaching Philosophy: Engage and Stimulate

by Linking Theory to Practice (cont.)

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)

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

Sneak Preview of

Courses

Sneak Preview – Brand Management course

BeforeNike there

were sneakers.


(cont.)

Before

STARBUCKSthere were

coffee shops.


(cont.)

Before

Coca-Colathere were

soft drinks.


(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

Sneak Preview – Marketing Communication

course


course (cont.)


course (cont.)


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)

Sneak Preview – Strategic Marketing

Management course (cont.)

• What?

• Strategic decision making / networks

• Marketing in times of turbulence / uncertainty

• New product development / Innovations


• 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

http://web.stratxsimulations.com/simulation/strategic-marketing-simulation/

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?

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


• 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

Sneak Preview – Conjoint Analysis course

Product design decisions are higher complex…

All watches tell time. This one helps you make the most of it.

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


Only for the bracelet, so many possibilities exist…


Conjoint tells us what features matter

… and predict future market shares of new products!Source: Melbourne Business School.

Internship @ Koninklijke Peijnenburg

Severine: Applying learned knowledge in the working field

Brand Management & Marketing

Communication

How to deal with Copy Cats?

Market Assessment

What is the best combination of the assortment?

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)

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)

Catching Shoppers’ Eyes at the Point-of-

Purchase:

An Eye-Tracking Experiment on the Effects

of On-Pack Promotions

Severine: Master Thesis Marketing Management

Difficult to attract

consumers’ attention in

today’s cluttered

supermarket shelves.

What catches the eye?

Peijnenburg’s Solution

What is the effect of on-pack promotions

on the attention to the supermarket

shelf?

An Eye-Tracking Experiment

On-pack promotions increase the attention to the products

No on-pack promotion

4 eye fixations per product

On-pack promotions increase the salience

3,6 eye fixations per product




Peijnenburg’s Solution Works!

Extra Curricular Activities supported by the Program and Teachers

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

• 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

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!

After Graduation:

Career Perspectives

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

Where our alumni work …

Our alumni

Our alumni (cont.)

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

http://www.tilburguniversity.edu/students/labor/careerservices/training/

http://www.tilburguniversity.edu/students/labor/careerservices/training/

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

56

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

57

Questions?

[email protected]