msc marketing management - study marketing management at tilburg university
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MSc Marketing Management
Anick Bosmans Program Director
Agenda
• Why a MSc in Marketing?
• Career Perspectives
• Our Program
• Sneak Preview of (some of the) Courses
• Extra’s
• Career Development Events & Business Challenges
• Combining two MSc Programs
• Extended MSc Program Pilot
• Minor Programs in Marketing (BSc BE / BSc IBA)
• Questions & Contact Information
Why a MSc in Marketing?
Why a MSc in Marketing?
• Challenges:• Marketing landscape is constantly changing• Marketing Management is more than coming up with a “big idea”• Successful companies develop successful marketing strategies that
involve • Analyzing the market through state of the art marketing analytics• Developing innovative and effective ways to distribute, design, price,
and promote one’s products (offline as well as online)
• A successful marketing manager has:• profound knowledge about the relationship between the organization
and its target groups (customers)• the skills to change and / or maintain these relationships• the attitude / character to become an innovative thinker to go beyond
the bounds of traditional marketing
Why at Tilburg University?
• Focus on key Marketing Management courses; with a slice of Marketing Analytics
• Outstanding reputation in education AND research• Language: English / Dutch• Various Extracurricular Career Development Events• Two entry moments (September / February)• Linking theory to practice• Excellent career prospects• Campus:
• Excellent facilities: Career Services, Language Center, Scriptorium, Campus Gym…
• Centralized campus• International environment
For Whom?
• BSc BE / IBA TiU: automatically admitted
• Other University BSc: check website and/or program coordinator (TiSEM-MSc-Marketing-Management-Research@uvt.nl) 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!
Career Perspectives
• Product/Brand Manager, Category Manager, Consultant, 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
Job Profiles
Graduates Class of 2016 – Examples
Graduates 2009-2012 – Examples
Our Program
The Program in a Nutshell
• 1 year• 2 Inflow moments (September / February)• 60 ECTS (1680 study hours / 1 ECTS = 28 study hours)
• 4 core courses on Marketing Management (4 x 6 ECTS = 24 ECTS)
• 1 core course on Marketing Research (6 ECTS)• 2 Electives (2 x 6 ECTS = 12 ECTS)• 1 MSc Thesis (18 ECTS)
• Various extracurricular Career Development Events (not compulsory but highly recommended)
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 12 ECTS)• MSc Marketing Analytics:
• Research in Social Media• Customer Analytics• Market Assessment• Experimental Research• Conjoint Analysis• Survey Methodology
• MSc International Management: • International Marketing
General Structure
Unit 1 (Sept inflow) Unit 2 Unit 3 (Feb inflow) Unit 4
A. Introduction to Research in Marketing (Sept inflow)
C. Elective: Conjoint Analysis
A. Introduction to Research in Marketing (Feb inflow)
C. Elective: Research in Social Media
Brand Management C. Elective: Survey Methodology
Strategic Marketing Management
C. Elective: Experimental Research
Marketing Channel Management
C. Elective: Market Assessment
Marketing Communication
C. Elective: Customer Analytics
C. Elective: International Management
Optional: Google Online Marketing Challenge
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 Thesishttps://mystudy.uvt.nl/it10.home?taal=e
Unit 3 - From a Student’s Perspective
Sneak Preview of (Some of the) Courses
Sneak Preview – Brand Management
• Content: insights into the development, management and protection of brands and brand portfolios, with a focus on brand equity
• Structure: • 12 lectures that provide state of the art knowledge on:
(1) brand management and strategy and (2) brand identity and image
• Factory visits
• Real-life company case (team assignment) where you learn to apply theory to practice
Sneak Preview – Marketing Communication
• Content: Insights into the underlying mechanisms of the communication process, as well as the steps needed to develop a marketing communication plan
• Structure:• 8 lectures that provide state of the art knowledge on
persuasive communication• Book chapters (self-study) that give you insights into the
dynamics of a communication plan• 2 company-based assignments where you put the theory
into practice (supported by a number of tutorials and office hours)
Sneak Preview – Strategic Marketing Management
• Content: Insights into the many elements embedded in the marketing strategy literature to enable you to formulate and execute new strategic directions within a firm
• Structure:• 12 lectures that provide state of the art knowledge on
strategic decision making (networks), marketing in times of turbulence and uncertainty, and mew product development (innovations)
• Team assignment based on a Marketing Simulation Game (MarktStrat), where you learn to put theory in action.
• Web-lectures accompany MarktStrat
Sneak Preview – Research in Social MediaContent: • 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).
• Programming skillsStructure:• Lectures + weblectures (instruction) + guestlectures (e.g.
Musicmetric)• Several real life cases: Social Media Challenge (e.g.,
Musicmetric, Buma/Stemra), Facebook API, Campaign effectiveness on Twitter
Sneak Preview - Master Thesis (I)- 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)
• Thesis Mark van Zuijlen: “Evaluating Mobile Display Advertising Effectiveness”• Company: Blue Mango Interactive (for Staatsloterij)• Research Question: Effect of mobile advertising on off-
and online sales
• Geo-targeting field study
Sneak Preview - Master Thesis Mark
• Results: both hypotheses confirmed• Online: +7.0% transactions• Offline: +2.8% sold tickets
• Winner of the Dutch Marketing Thesis Award 2016 @ Dutch Marketing Awards event:
• Thesis Severine Hennissen: “Catching Shoppers’ Eyes at the Point-of-Purchase”• Company: Peijnenburg• Research Question: Effect of On-Pack Promotions on
Attention
• Eye-tracking experiment:
27
Sneak Preview - Master Thesis Severine
Results:
Extras
• Expand your professional (marketing) skills• Get in touch with companies• Distinguish yourself from the crowd• Organized in collaboration with Career Services,
Companies, Study associations, etc.
Examples:• Google Digital Garage• Page Personnel: Pimp your CV• Tilburg Career Days: Meet the Companies
Career Development Events
Business Challenges (2ECTS)
AssetFormal activities: • Dutch Marketing Thesis Awards• The International Marketing Expedition (TIME)• Marketing Recruitment Day• Nationale Marketing Strijd• Markethings Week• Economic Business weeks TilburgInformal activities: • Marketing Event• Commercial Night• Study Trip• Drinks
https://asset-marketing.nl/
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)Example:
Extended Master (Pilot)• Regular MSc + “Official” Company Internship + 2
Professional Skills Training courses (team management and leadership; advanced presentation skills)
• For top students already in the MSc program: selected by Program Board AND participating companies
• Application procedure: fall 2017• 18 months• MSc degree + certificate
For BSc students: Minor Programs in Marketing
• 3rd year BSc program (BE / IBA)• Minor Marketing Management:
• Digital and Social Media Strategies• Services Marketing• Marketing@Work – focus on “small” data
• Minor Marketing Analytics:• Marketing Analytics for Big Data• Digital and Social Media Strategies• Marketing@Work – focus on “big” data
Questions?
Program Coordinator: Saskia BlijlevensTiSEM-MSc-Marketing-Management-Research@uvt.nl
Program Director: Anick Bosmansabosmans@tilburguniversity.edu
Visit us NOW at theInformation Market
Examples Assignments
Thesis Samples
Course Outlines
Meet Student Ambassadors: Inge Hoefnagel
Vera Hacquier
Meet our Program Coordinator: Saskia Blijlevens
Business Challenge Samples
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