slides msc marketing management april 7 2016
TRANSCRIPT
MSc Marketing Management
Agenda
• Why Marketing?
• Marketing Management @ TiU
• Program
• Sneak Preview of (some of the) Courses
• The Master Thesis
• Extracurricular Activities
• Minor Programs in Marketing (BSc BE / BSc IBA)
• Questions & Contact Information
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
– MSc Marketing Analytics
• Developing innovative and effective ways to distribute,
design, price, and promote one’s products
– MSc Marketing Management
MSc Marketing Management (I)
• Challenges:
• Marketing landscape is constantly changing
• Marketing Management is more than coming up with a “big idea”
• A successful marketing manager has a profound insight into:
• The relationship between the organization and its target groups (customers)
• The actions needed to change and / or maintain these relationships
To become an innovative thinker, and in order to go beyond the bounds of traditional marketing, insights into the fundamental principles of psychology, economics, and statistics are needed
• MSc Marketing Management @ TiU focusses on the key areas of
marketing management
• Compulsory courses related to branding, marketing channel
management, marketing communication, and marketing strategy
• Interdisciplinary perspective (business, economics, psychology,
statistics,…)
• Elective courses on marketing analytics
• In an off- and online context
MSc Marketing Management (II)
• Excellent 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
MSc Marketing Management (III)
Why Marketing @ Tilburg University?
• TiU outstanding reputation in education AND research
• Two entry moments (September / February)
• Language:
• MSc Marketing Management: English / Dutch
• MSc Marketing Analytics: English
• Possibility to link Master Thesis to internship
• Excellent career prospects
Teaching Philosophy
Teaching Philosophy
Marketing Courses
• Managerial / Management Courses:
• Brand Management
• Marketing Communication
• Marketing Channel Management
• Strategic Marketing Management
• International Marketing
• Marketing Analytics Courses:
• Introduction to Research in Marketing
• Research in Social Media
• Customer Analytics
• Marketing Assessment
• Conjoint Analysis
• Experimental Research
• Survey Methodology
• Master Thesis
• Extracurricular: Google Online Marketing Challenge, L’Oreal Brandstorm, Career Prep Events,…
MSc Marketing Management (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
Some Courses
Sneak Preview – Brand Management course (I)
BeforeNike there
were sneakers.
Sneak Preview – Brand Management (II)
Before
STARBUCKSthere were
coffee shops.
Sneak Preview – Brand Management (III)
Before
Coca-Colathere were
soft drinks.
Sneak Preview – Brand Management (IV)
• 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
• Cases & Tutorials
• Team: Presentations + group discussions
• Course material: lecture sheets + reader with academic papers
• Grading: (team & individual) assignments + open book exam
Sneak Preview – Marketing Communication
course (I)
Sneak Preview – Marketing Communication (II)
Sneak Preview – Marketing Communication (III)
Sneak Preview – Marketing Communication (IV)
• 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,…)
• Cases & Tutorials: team presentations (e.g., Unilever Challenge) + 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
• What?
• Strategic decision making / networks
• Marketing in times of turbulence / uncertainty
• New product development / Innovations
• Course structure:
• Lectures
• Case work:
• 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 (I)
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 (II)
• 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
• Cases & Tutorials: Social Media Challenge (e.g., Buma/Stemra, Musicmetric), Facebook API, Campaign effectivenss on Twitter
• Course materials: lecture sheets + selected papers
• Grading: team + individual assignments
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?
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
• A lot of research has been done on desktop display advertising
• Only a few studies focussed on mobile display advertising
• Results have not been measured across different devices or sales channels
• In collaboration with Blue Mango interactive
• Blue Mango Interactive – high performing digital marketing
• The Dutch State Lottery – mix of off- and online sales
• Both parties were keen to test and find cross channel effectiveness of online (mobile) advertising
• Geo-targeting field study
30
Sneak Preview - Master Thesis (II)
Winner of the Dutch Marketing Thesis Award
2016 @ Dutch Marketing Awards event
• Thesis Severine Hennissen: Catching Shoppers’ Eyes at the Point-
of-Purchase: An Eye-Tracking Experiment on the Effects of On-Pack
Promotions
32
Sneak Preview - Master Thesis (III)
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?
On-pack promotions increase the attention to the products
• 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)
Sneak Preview - Master Thesis (IV)
• 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
• 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
• In collaboration with TiSEM / TiU Career Services
• General Skills
• CV building (e.g., session by Michael Page and Nike)
• Personal Branding (e.g., session by L’Oreal)
• Assessment (e.g., session by GITP)
• …
• Program-specific Skills
• Programmatic buying (e.g., session by Blue Mango)
• SEO-SEA (e.g., session by OrangeValley)
• …
Extra Curricular Activities – Career Prep
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!
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
