Marketing
Introduction
The Master’s specialisation in Marketing is intended for students who are genuinely interested in the analysis of both consumer and technology trends and who are eager to learn how to design marketing strategies for present and future consumer and business markets.
Contemporary consumer and business markets have been subjected to a shift towards a more knowledge based economy as a result of the increasing forces of globalisation and innovation. These important trends are all driving forces for growth in today’s Western economies and businesses. Such dynamic changes demand new advanced skills from marketers, who need to be able and willing to thrive in markets that are becoming increasingly international, technology-oriented and knowledge-intensive.
Therefore, the Master’s specialisation in Marketing aims to create marketing leaders for the knowledge economy, who are able to analyse consumer and technology trends and to shape present and future consumer and business markets. It is our ambition to see students who have completed this Master's specialisation emerge as marketing leaders who thrive in international innovation- and knowledge-intensive markets.
Marketing typically consists of three components; marketing strategy, organisational and consumer behaviour, and market analysis. The Master’s specialisation in Marketing allows students to focus on the advanced study of one of these components.
Facts
Below you see an overview of the key facts of the Master’s specialisation in Marketing:
Start | September 2012 |
Duration | Full-Time (1 year) |
ECTS | 60 |
Language | English |
Programme Coordinator | Dr. A.C.D. Donkers |
Title | MSc |
Study Association |
Curriculum
Below you see an overview of the curriculum of the Master’s specialisation in Marketing:
Courses | Student Workload |
- Marketing Research and Analysis | 12 ECTS credits |
Two courses to be chosen from: | 8 ECTS credits |
Seminar Strategic Marketing | 12 ECTS credits |
One seminar to be chosen from: | 12 ECTS credits |
Master’s thesis | 16 ECTS credits |
Programme | 60 ECTS credits |
The Master’s specialisation in Marketing consists of core courses, electives, seminars and a Master's thesis distributed over five blocks of eight weeks. Core courses and electives help students to get acquainted with a wide range of topics that are essential for marketing, and provide a solid background for attending the seminars. Seminars are the most important component of the Master’s specialisation. For these intensive courses, active participation and strong commitment is a prerequisite. Students are expected to present pieces of the literature or case applications, ask questions, express doubts and share ideas in class discussions. The last two blocks of the programme are devoted to the Master’s thesis. The thesis is written individually under close supervision by one of our academic staff members.
The Master’s specialisation in Marketing offers three core concentrations for the Seminar:
- Consumer Channel Dynamic
- Customer Analytics
- Innovation and Marketing
For more information about the specialisation please go to this website and select your specialisation.
Consumer Channel Dynamics
Increasingly firms and consumers work closely together in the value creation process. For example, firms such as Dell allow their customers to tailor products to their own tastes, while other firms such as Amazon rely heavily on consumer input to provide in-depth information about the products or services that they sell. These types of interactions often use non-conventional marketing channels and strongly rely on new information technology such as the Internet.
The objective of this seminar is first to provide students with a good understanding of the stages in the value creation process at which firms and consumers can interact to create greater consumer value and of the marketing channels that can be used for these interactions. Secondly, students will learn how to analyze consumer channel usage decisions in each of these stages with a specific focus on: consumer information search, consumer purchase decisions, and consumer product use and evaluations. Finally, the seminar will provide an overview of current examples of firms’ usage of the Internet to support consumer decisions.
Customer Analytics
Developing effective marketing strategies is not possible without a proper understanding of the drivers of customer behavior. In this course an analytical approach is taken that builds on knowledge about customer behavior to develop effective marketing strategies. In addition, the framework that is developed will provide estimates of the return on marketing, making marketing more accountable than ever. At the same time it accounts for relationship dynamics, going beyond myopic strategies that maximize short run benefits, often at the cost of future revenues.
The main strength of customer analytics is that it paves the way for evidence driven marketing, in combination with intuition when needed. It enables marketers to transform the huge amounts of data that are nowadays available to them into useful information to support and guide marketing management.
Innovation and Marketing
In modern markets, much of a firm’s growth performance depends on its ability to innovate and market new products. In this course, we will go through each stage of the new product development process, from opportunity identification until product launch. We will also discuss drivers, models, mechanics, and consequences of radically new products, incremental innovation, and diffusion processes. Throughout the seminar, students will be encouraged to apply these concepts and methods to interpret, discuss, and solve business cases. Recent articles from academic literature and many practical examples will be used to illustrate recent developments in innovation and marketing and the possibilities to involve consumers in the process.
Application and Admission
The application and admission procedure differs for Dutch university students, HBO students and international students. Please click on this link and then choose to which group you belong and you will be directed to the correct application and admission procedure.
Career Prospects
This Master’s specialisation in Marketing will prepare you for positions such as:
- Business/marketing strategist or market researcher in consulting firms like McKinsey, Boston Consulting Group, Accenture, or Deloitte & Touch, or in marketing research & strategy houses like VODW.
- Marketer or business development manager in technology-intensive industries like Philips, Vodafone, Pfizer, Roche-Genentech, IBM, Microsoft, or Oracle. Or in marketing functions in knowledge-intensive companies like P&G, Unilever, KPN, ABN-Amro, or Google.
