MSc Marketing Management

MSc Marketing Management

Anick Bosmans, Program Director

Wim van Dooren, student

Vera Hacquier, student

Agenda

• Why a MSc in Marketing?

• Our Program

• Sneak Preview of (some of the) Courses

• Extra’s

• Career Perspectives

• Entry Requirements

• Questions & Contact Information

Why a MSc in Marketing?

Why marketing?

• Marketing is crucial for the profitability of a business: For a

company to grow, it should build strong customer relations

and maintain these relationships

• Marketing 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 (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:

• 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

• Practical:

• Language: English / Dutch

• Two entry moments (September / February)

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 2 (12 ECTS) out of:

• 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)

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: Market

Assessment

Marketing

Communication

B. Elective: Customer

Analytics

B. Elective: International Marketing

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 Thesis

https://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: 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

• 2 real-life assignments where you present a marketing

communication plan for the company

Sneak Preview – Strategic Marketing Management

• Content: marketing strategy that enables you to formulate and

execute new strategic directions within a firm

• Structure:

• Lectures discuss strategic decision making (networks),

marketing in times of turbulence and uncertainty, and mew

product development (innovations)

• Marketing Simulation Game (MarktStrat), where you learn to put

theory in action.

• Web-lectures accompany MarktStrat

Sneak Preview – Research in Social Media

Content:

• 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 skills

Structure:

• 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 units

- Can be:

- Company defined (note: not just an internship)

- Researcher defined

- Self-defined

- 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:

Business Challenges (2 ECTS)

• L’Oreal Brandstorm Challenge

• Google Online Marketing Challenge

• 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

• Workshop SEA/SEO

Career Development Marketing

Extra’s

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

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

• 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

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!

Questions?

Program Coordinator: Saskia [email protected]

Program Director: Anick [email protected]

Visit us NOW at the

Information Market

Examples Assignments

Thesis Samples

Course Outlines

Meet our Program Coordinator: Saskia Blijlevens

Business Challenge Samples