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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 ([email protected]) 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
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
