Major/Minor Marketing 16 March 2016. Themes Markets: Develop plans and strategies to select markets Products & Services: o How to develop? o How to determine.

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Presentation transcript:

Major/Minor Marketing 16 March 2016

Themes Markets: Develop plans and strategies to select markets Products & Services: o How to develop? o How to determine price? o How to distribute? Advertisement and promotion Conduct market research, analyze market situation Specific: o How does the consumer decide between a private label and a premium brand? o How do consumers (e.g. children or the poor) control their consumption (eating, smoking, …)? o Does the philosophy “Customer is king” have a positive outcome for the company and/or the consumer?

Academic approach Theoretical developments and empiric research offer inspiration for course content Team projects, individual papers, presentations, oral exam, … Interaction and collaboration

Major Marketing (24 credits + Master’s Thesis) o Marketing Strategy Modeling (6 credits) o Global B2B & Service Marketing (6 credits) o Brand Management (6 credits) o Social Marketing (6 credits) Master TEW/Business Economics

Minor Marketing TEW (12 credits) o Courses Major Marketing TEW/BE o Competitive Analysis and Strategy (6 credits) o Human-Computer Interaction (6 credits) o Advertising (6 credits) o Economics of Global Innovation (6 credits) Minor Marketing BE (12 credits) o Courses Major Marketing TEW/BE It is not possible to combine the major and minor marketing in TEW/BE. Master TEW/Business Economics

Master Handelsingenieur/Business Engineering Major/ minor Marketing HIR/BEng (24 credits + master’s thesis for the major) Students select the core courses and one elective. Core courses o Marketing Strategy Modeling (6 credits) o Behavioral Economics (6 credits) o Market Response Models (6 credits) Electives o Social Marketing (6 credits) o Brand Management (6 credits) o Global, B2B & Service Marketing (6 credits)

Master’s Thesis TEW/BE: 15 credits Master’s Thesis HIR/BEng: 24 credits Vision: 1) Clear structure (3 parts): Literature, empirical part, discussion Important: 2) length: – ) Form: scientific paper 4) Possibility to collect data in group (depends on topic) 5) BUT paper is INDIVIDUAL 6) Strict timing → feedback 7) Evaluation: paper and poster presentation Master’s Thesis Marketing - Critical review of literature - Statistical skills!

Different topics related to: o Marketing Strategy (company or government) o Marketing Modeling o Consumer Behaviour/psychology Voorbeelden o Heeft het toevoegen van een gezondheidslabel aan een product invloed op verkoop, perceptie, etc? o Heeft de komst van het internet information shopping of ‘social learning strategies’ veranderd? o Welke rol speelt de vorm van de verpakking op consumer decision making o Werking van marketingacties vergeleken over landen/gebieden Master’s Thesis Marketing

Working at a marketing department in a company o Brand-manager, product-manager, marketing manager Purchasing manager Market research Advertising company Consulting General management function in a company Teaching in high schools or at the university Researcher at the university (PhD) Job opportunities