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MSc inStrategic Marketing Management
Peter Jarnebrant!Associate Dean
Welcome!
• Me: • Sweden/U.S./Germany • Associate Prof since 2014 • Associate Dean since 2015 • Research: Economic Psychology/Judgment & Decision
Making… • Teaching: Consumer Behavior, Branding…
Purpose of this program
• The purpose of the program is to educate market-oriented leaders for the modern economy who through their cutting-edge research-based training will work for the best companies.
• What makes for a succesful company? • How can you get there? • How does marketing/market success translate into financial
success?
Learning goals
• Knowledge
• Skills
• States-of-mind/Attitudes/Ways-of-thinking
Why MSc?
• Specialization/Depth • Rigor
• Theory • Application
• Language • English • Speaking/Discussing/Presenting • Writing
Why BI? The numbers:
• 106 nationalities are currently represented on campus • 10 in MSc Marketing
• 21,000 students. • 1,800 international students. • 260,000 people worldwide have education from BI. • 95% of MSc Candidates are in employment within one year of
graduation
Why BI?
• Reputation • Accreditation
• Triple Crown—unique in Norway, rare in general (<1%) • International
• Internship/Exchange/Double Degree • Job market
• Biggest ’supplier’ of managers to the top-500 companies in Norway
Why marketing?
• Essential to the entire functioning of the firm
• From its mission/vision • To success (eventually to the owners=the stock market)
• Everything else is a support function!
• More marketing dept power —> More financial success • (Feng et al. 2015; JM)
Why marketing? – Questions:
• What are potential customer needs? Can we learn about them? – Market research, trend analysis • Can we teach them? – Communication, market development
• Can we satisfy them? • Innovation, R&D, communication, distribution
• Who to sell to? – B2C/B2B? • Target market/segmentation
• Can we turn a profit? • Pricing/financial consequences • Competitive analysis
Why marketing? – Jobs:
• Companies need people with strong analytical skills combined with an understanding of the market/consumers
• Fun! • U.S. presidential election • Oscars • From dirt to diamonds
• Interesting jobs in interesting companies/organisations • L'Oreal, TNS Gallup, Statoil, Telenor, Consulting companies, BMW, Orkla… • Increasingly important in the start-up scene
• Contributes to the success and income of the company • Understanding • Differentiation
Why marketing? – Developments:
• Extremely exciting time in marketing • More quantitative
• Implementation is art and science • Technology
• Digital, social media, mobile marketing – earn vs capture attention • More points of contact • More data generated and stored –> More analysis needed • —> More people that understand customers, have the tools
to collect data, understand analyses, draw conclusions, and implement them needed!
What can you expect?
• Full time program—your program!• Considerably higher working load than in a bachelor program!• More/higher level of learning vs. BA!• Writing skills. Presentation skills. !
• So, English is important!• Classes, assignments, workshops!
• Mastering Excel, Qualtrics, statistical software such as JMP, SPSS, Lisrel etc.!• Closer work with faculty!
Masters level marketing at BI
• Two options:!• MSc Strategic Marketing Management!
• “Specialization master”!• MSc Business, marketing major!
• “Generalization master”!
First year – SMM
Understanding the consumer
Service marketing
Financial management
Fall Spring
Brand management
Multivariate data analysis
Marketing research and multivariate analysis
Applied business ethics
Marketing finance
Strategic management
Research methodology-marketing
First year – BU
Understanding the consumer
Service marketing
Microeconomics
Fall Spring
Brand management
Mathematics
Marketing research and multivariate analysis
Applied business ethics
Marketing finance
Multivariate statistics
Research methodology-marketing
Second year – SMM Fall Spring
New product development and service innovation
Marketing Communication
Managing B2B Relationships
Pricing Strategies
Marketing Innovation Management
Strategic marketing
Master’s thesis
OR Internship/Exchange/Double degree
Digital Marketing
Second year Fall Spring
Strategic marketing
Master’s thesis ‘Third semester project’
Opportunities – SMM • Customisation:!• Electives!
• Prerequisites!• Preferences!
• Diversity vs. Cohesion • ’Method to the madness’
Opportunities – SMM • International:!• Exchange – third semester!
• One semester abroad
• Double Degree – second year!• Get an extra MSc degree • Univ. of Groningen; the Netherlands • LUISS; Rome, Italy!
• Highly valued and useful!• Differentiation • New perspectives • Language, culture, personal and interpersonal skills
Opportunities – SMM • Partner schools all over the world!
• Fudan – Shanghai, China!• Bocconi – Italy!• Univ. of Wisconsin, Madison – U.S.!• …Many more!
• Internship!• Attractive (20 competitive spots) • Competitive • Excellent job leads • International
The Third Semester project – MSc BU • Three tracks:!• All at BI!• None at BI!• Partially at BI!
• Most employers consider international exposure very important!• Generalization – ‘breadth requirement’!
• You may only take one extra (the ‘seventh course alternative’) course in marketing!
The Third Semester project – MSc BU • None at BI:!• International internships!
• Competitive • Qualify with respect to grades • DNB, Nordea, Statkraft
The Third Semester project – MSc BU • Partially at BI:!• Internships!• Short exchanges!• Summer school
• Many partner schools
• Electives: international, regular and ‘mini’
The Third Semester project – MSc BU • Partially at BI:!• Short exchange, second half of semester!
• EADA • Maastricht
• Summer school • Many partner schools
Master’s Thesis • Indendent major research project!• You may write alone or with one more student!• Your chance to discover something new!!• Three broad areas:!
• Consumer Behavior • Marketing management • Modelling
• Runs through the whole program!
Master’s Thesis • Topic and supervisor
are decided in May of the 1st year. • Start planning your
thesis from the start
• You may write alone or with one more student • Three broad areas:
• Consumer Behavior • Marketing management • Modelling
A very short list of narrower areas:
• Branding!• Advertising!• Service!• Retailing!• CSR!• Culture!• Technology!
• Innovation!• CB on Internet!• International/global issues!• Unconscious choices!
How we teach:
• Case method (‘HBS style’) • Class room • Written and oral assignments
• Each course has multiple types of exams • Oral presentations, assignments, term paper, written exam
• Student presentations • Lab exercises • Simulation
The job market for MSc grads
Employment Survey: • Over 95 per cent of master graduates secure employment
within 12 months of graduation • Over 70 per cent of master graduates received their
employment offer before graduating • Average starting pay was 490 000 NOK/year • Over 90 per cent of the responding MSc graduates say they
would recommend BI to other students
Job placements – BI MSc Marketing Wilhelmsen Ships Service AS Marketing and Management Coordinator
VivaKi Norway Research Consultant
VIA Egencia Key Account Manager
VGZ Business Intelligence Trainee
TNS Gallup Prosjektleder/Research Executive
TINE SA Brand Manager
Thon Hotels Marketing Coordinator
Telenor Norge AS Analyst
Staples Nordic AS Product Manager
Red Media Consulting Broadcast Advisor
Orkla Foods Norge Trade Marketing Consultant
Orkla Confectionery & Snacks Norge
Brand Manager
Nortura SA Marketing Coordinator
Norges Varemesse Brand Manager
Natt&Dag Marketing Coordinator
Mondelez Norge Brand Manager Freia Smallbites
Google YouTube Brand Builder
Engelschiøn Marwell Hauge Brand Manager
Energy Micro AS Marketing Coordinator
EMI Music Norway Jr. Product Manager
DNB Business Development SOME
Deloitte AS Senior Consultant
Coca-Cola Enterprises Commercial Graduate - Brand Activation Manager TCCC
Charitable Foundation Online Marketing Manager
Capgemini Consultant
Bring Express Project Manager
Beiersdorf UK Ltd Assistant Brand Manager Eucerin and Elastoplast
Avinor Flysikring AS Marketing Spesialist
Arcus AS Category Manager
Aker Solutions Technology Network Advisor
BI Alumni
• A network of BI graduates with a bachelor or master degree • Over 70 000 alumni in over 80 countries
• 14 Professional communities in Oslo • 3 Regional communities (Stavanger, Bergen and Trondheim) • 20 International communities
Key takeaways!
• You’ll have a great time here • Academically, personally, socially
• You’ll have a great time afterwards • Job market • Reputation • Alumni network
Looking forward to your applications!