Explore the detailed Masters in Marketing Management curriculum:
Intro to Economics
Upon completion of the course you will:
- understand the meaning of economics and economic systems, and how economics influences all stakeholders in society
- understand the meaning and challenges of globalisation and international economic integration and to be able to determine their influence on the future performance of a country/ organisation/ manager
- understand the behaviour of consumers and firms in a modern economy
- understand how aggregate economic activity is measured
- understand the implication of the interaction between changes in one or more of a wide range of macro-economic forces (economic growth, unemployment, inflation, exchange rates, balance of payments)
- know what economic information is needed and available to make an informed decision, and to know how to integrate this information, process it and arrive at a decision
- integrate the above so as to understand how and why economic policy decisions are made, and to determine the impact of such decisions on the managerial function
Finance for Marketers
The course covers the basic principles of corporate finance and provides the conceptual framework indispensable to assist managers and marketing professionals in making sound financial decisions. Almost every decision taken by a firm has financial implications, no matter what functional area is involved. Therefore, the course has the necessary ingredients to be of interest to any student. The three main decisions that firms face are: where to invest, how to finance an investment and whether and how to return profits to providers of capital. The objective of this course is to provide students with a solid knowledge of the fundamental concepts and tools in corporate finance that allow individuals to intelligently solve practical business problems. There will be a strong emphasis on intuition and applicability, so we will show how to apply those concepts and tools to the real world.
Presentation & Writing Skills
The aim of this course is to demonstrate how to use powerpoint, photo, video, texts etcetera with impact… Specific skills and techniques will be illustrated and exercised in workshop sessions where peer-to-peer and supervisor coaching are main components.
Statistics for Marketers
One can describe Statistics as the skillset required for collecting, organising, analysing, and interpreting data. In this course we will explore –step by step– the fundamentals of statistics and discover how these techniques and insights relate to business applications. Killing two birds with one stone, this course will also make you technically ready for other courses, such as Market Research. We will target a tailored study plan through blended learning. On top of our classroom sessions, a digital learning environment (Connect) is at your disposal. Connect keeps track of your progress, with quizzes for practicing the concepts and theory that are explained in the course. You determine the learning speed and effort needed in preparation for the classroom sessions, though we are ready to assist you when needed.
Creative Computer Skills
Creative computer skills become increasingly important to get a message across. Photo-editing programs are increasingly used by marketing managers to convey the creative focus they aim for. The objective of this module is to make its participants familiar with specific programs in an action-learning-focused way.
The course program aims the following objectives:
- To develop the capacity to think and act strategically about a company and its position in a given industry
- To build the analytical skills necessary to support strategic marketing decisions
- To offer the basic building blocks to develop a marketing strategic plan
- To reason about different strategic choices: formulate alternatives, options, scenarios, “what if”;
- To make you aware of the practical implications of strategic decisions i.e. including the implementation.
The course starts from a pragmatic perspective. Class participants are therefore requested to take the attitude & role of entrepreneurs or marketing managers who have to solve real-life problems and take appropriate actions. During the sessions the students shall interact as much as possible. Class participants will be challenged to provide input in response to cases or specific questions asked.
B2B Marketing Business Game
Computerized simulations of actual operating environments have proven effective in the many areas which require the building of skills before actual application is called for. In industrial marketing this method should place managers in the midst of a competitive scenario and provide them with instant feedback to their decisions. The pedagogical objectives of such an exercise are to:
- provide direct experience with the concepts and processes of strategic marketing,
- integrate, in an operational way, concepts learned through other educational vehicles, and
- experiment with new competitive scenarios. The INDUSTRAT simulation provides a live experience in management where teams must bear the consequences of their own decisions. The pressure of this setting brings out enthusiasm and a competitive spirit, which create an enjoyable learning experience.
Understanding Consumer Minds
The consumer behaviour module aims to make its module participants familiar with consumer behaviour concepts, trending topics, insights and frameworks. The higher-level objective of this module is to provide the module participants with the necessary knowledge and inspiration to engage in consumer-need driven marketing. In terms of teaching method the module consists of interactive plenary sessions on consumer behaviour concepts. In addition, expert business speakers bring testimonials about specific consumer behaviour insights. By means of a small group assignment, the module participants are also requested to actively observe consumer behaviour in a creative way, and reflect on marketing and business implications.
Big Data Driven Marketing
Research proves that data-driven businesses show significantly better financial and market performance relative to competitors. This trend towards using 'Big Data' is fuelled by the ever-increasing availability of digital information and the increasing computation power. By leveraging analytics and new big data technologies companies can create valuable insights about their customers and business which gives them a competitive advantage. This course will provide a framework to successfully implement analytics and Big Data in an organization. In this framework we will discuss how to acquire data, how to analyse this data and how to transform the resulting insights into actions. The marketing analytics module provides some applied tools to improve decision making on strategic, tactical and operational level.
Market Research Fundamentals
The aim is to develop students' understanding of market research methodology for better marketing decision-making. Marketing research is becoming increasingly important in the decision-making processes of firms in all industries. Most major marketing decisions made by large manufacturers and service firms are based, at least in part, on the results of marketing research. Only those marketing managers with a solid understanding of marketing research are able to use it effectively. Overall, class sessions will be a mix of theoretical concepts as well as hands-on experience.
Applied Analytics in Marketing
The objective of this module is to learn about marketing-relevant statistical and analytical techniques via a workshop format. Techniques and tools will be applied on content cases that are discussed in other courses. A main goal of this module is generate a toolkit consisting of “hard marketing skills & tools.
Corporate Sustainability & Responsibility
The main objective of the course is to discuss, explore and clarify the content, meaning and different dimensions of (strategic) CSR. In order to achieve this, specific attention will be paid to how CSR can be integrated in different management disciplines such as performance management, reporting, HRM, supply chain management, marketing, etc. Also, the course aims at discussing and explaining how and to what extent CSR can lead to innovation in products and services. Ultimately, we explore whether and to what extent CSR can lead to a competitive advantage. Specific attention will also be paid to the topic of stakeholder management and engagement.
This course will provide you with a stimulating introduction to the theory and practice of entrepreneurship and new venture creation. The central aim of the module is to de-mystify entrepreneurship and to demonstrate that many of the skills and competences required to launch and grow a successful business can be learned and practised. In order to maximize your learning, we will tap into entrepreneurial experiences as much as possible. First, this course will provide hands-on learning on what it’s like to actually start a company. Second, we will discuss different entrepreneurial stories in particular case studies. Third, we will rely on testimonials of a series of entrepreneurs.
Digital Marketing & Brand Management
The objective of the marketing communication & branding module of the Masters in Marketing Management program is to make its participants familiar with a set of key marketing communication and branding concepts. Next to these key marketing concepts, the module will provide the students with a clear understanding of the basics, challenges and future of interactive marketing. Furthermore, the module will provide insights on how to apply these concepts in a real-life setting. In terms of method the module consists of interactive plenary sessions and a business testimonial – which forms the basis for a ‘real-life case’ assignment that will be executed in close collaboration with a company.
'The most basic marketing tool is the product' says Phil Kotler and he was not mistaken. This course introduces you to essential product management concepts and frameworks. Specific attention is devoted to product and product line strategy, new product launches and co-creation. Also, several real life product management cases are included.
The price of a product or service has critical implications for both company and consumer. Of the four traditional management tools, product, promotion and place create customer value, but only one- price- extracts value through mutually beneficial market exchanges. Pricing effectively has an impact on the financial performance of an organization in terms of growth, cash flow, and profitability of the business. It also has long-term implications for brand equity, market positioning and standing against key competitors. From the consumer’s perspective, price has an impact on both perceived value and delivered value of a product or service. It also affects perceptions of one product against another and their relative positioning in terms of quality and value. In this course students will learn to apply data-driven marketing tools to the implementation of pricing strategy. We will accomplish this through theoretical readings, numerical exercises, in-class discussion of business cases and other in-class learning activities.
Business Development & Sales
Today's business-to-business selling environment is very complex due to globalization, a rapid infusion of technologies, and more competition. This course covers professional selling from the perspective of business development in major accounts under hypercompetitive business conditions.
Retail Management & Omni-Channel
The past few years the distribution sector has witnessed many important evolutions: a growing concentration due to the merger of big distribution groups, and the internationalization of national retail chains, a shift in the balance of power from manufacturers to retailers, the rapid growth of e-commerce and omni-channel retailing, an increasing price sensitivity of the consumer, accelerated by the economic climate and the rapid growth of e-commerce (incl. the so-called showrooming)
The core themes of the module are: (a) Retail marketing & management: how do retailers market themselves towards shoppers and consumers, and what does the business model of a retailer look like? and (b) Omni-channel & e-commerce: how the internet is changing our buying behaviour, and how the bricks & mortar retailers are responding to this? The course objectives are: to acquire a solid body of knowledge regarding the shopper, retail management & marketing, omni-channel strategies and trade marketing, and the impact of the internet on the buying behavior.
This module starts form the same general context perspective as the retail management & omni-channel module. The core theme is marketing by the manufacturer to the shopper, through mediation of the retailer, to reach the shopper along his path-to-purchase. We will also discuss supply chain integration. The course objective of the module is to create awareness for the growing importance of the shopper, the path-to-purchase, and the trade supply chain.
Changes in the world economy and business practice has led to an increased focus on customer service. The fact that services dominate many of the world’s modern economies emphasizes the role of services as a competitive business imperative. Specific needs of service industries, coupled with technological advances and the growing importance of the customer, has helped firms realize the unique challenges and opportunities presented by value-added services. With this in mind, students will spend several days discussing characteristics of services and their operational management. We will also engage in several ‘hands-on’ service evaluations from developing service blueprints and cascades to understanding service recoveries and guarantees.
B2B Marketing Strategy
The module consists of three blocks. In the first block you will learn to better understand organizations as customers. Toward that end, I will first introduce the topic of business market management. Then, by means of the Barco case study, you will be acquainted with business market environments. A second block deals with important recent developments in the area of B2B branding and Integrated Marketing Communication (IMC). A case study on DSM will expose you to a successful corporate rebranding exercise, while another case on Siemens Enterprise Communications will enrich your B2B IMC insights. In a third block, special attention will be devoted to recent developments in B2B marketing, including B2B electronic business, and innovation in B2B business markets, through the Barry Callebaut case study. There will also be an assignment with BD, a leading company in unaddressed mail campaigns. This assignment involves a hands-on short term group project, focusing on B2B marketing practice.
Professional Management Skills
Professional Management Skills
The course consists of a three-day seminar and offers an in-depth opportunity to assess your own skills profile in an active environment, rather than just thinking and talking about your skills. It has two main objectives:
- To support your personal and professional development by enhancing a number of important competencies, both on the individual level (e.g. knowledge of your own cognitive and interaction style) and the professional level (e.g. presentation skills, brainstorming skills, communication skills, giving and receiving feedback, intercultural awareness).
- To provide you with some basic theoretical frameworks, practical information and hands-on experiences to reflect on and manage group dynamics and interaction between people.
This course includes a mixture of class sessions, coaching in small groups, practical exercises and exchanges with practitioners and alumni. It has two main objectives:
- To support your future career by developing a number of important career competencies.
- To provide you with practical information and training regarding the different stages of the job search process. During and after the course, you will have the opportunity to receive individual feedback on your CV and cover letter and to discuss your job search process with a career advisor. This course will be the start of other events organised by Career Services.
This course is focused on providing you with a foundational understanding of principled, value-enhancing negotiation, which enables you to develop the competence and confidence to successfully negotiate your business and personal future. It draws on principles taken from academic research on negotiation and illustrates them through role plays and practical exercises. The core of the course is a series of simulated negotiations that increase in complexity over the course. We provide a negotiation perspective on topics such as communication, conflict dispute resolution, decision-making, power deployment and persuasion, in order to augment your overall performance.