Date post: | 10-Feb-2017 |
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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…
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.
Sneak Preview – Brand Management course
(cont.)
Before
STARBUCKSthere were
coffee shops.
Sneak Preview – Brand Management course
(cont.)
Before
Coca-Colathere were
soft drinks.
Sneak Preview – Brand Management course
(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
Sneak Preview – Marketing Communication
course (cont.)
Sneak Preview – Marketing Communication
course (cont.)
Sneak Preview – Marketing Communication
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
• Course structure:
• 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
• Course structure:
• 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
Sneak Preview – Conjoint Analysis course (cont.)
Only for the bracelet, so many possibilities exist…
Sneak Preview – Conjoint Analysis course (cont.)
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
3,4 eye fixations per product
2,7 eye fixations per product
2,3 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
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
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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
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