Master Marketing Management Tilburg University

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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…

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.)

• 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

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

• 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

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

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

Questions?

TiSEM-MSc-Marketing-Management-Research@uvt.nl