Education

Bachelor Programme

The department of Marketing Management contributes to the curriculum of both the Bachelor of Science in International Business Administration programme as well as the Bachelor of Science in Business Administration (in Dutch “Bedrijfskunde”) programme.

Bachelor courses

Students begin their preparation in marketing by taking the bachelor courses of Marketing Management and Marketing Research, which together give an overview of the role of marketing and marketing research in managerial decision-making. Using a combination of lectures, readings and case studies these courses review the fundamental approaches to analysis in each of the marketing policy areas: product/market selection, product line management, sales force operations, communications management, pricing and profit planning, management of channels of distribution, and marketing research.

Bachelor electives

Students continue developing their marketing knowledge by choosing one of two marketing-related bachelor electives:

• Business-to-Business Marketing
  
  
• Global Marketing and Competition
  
  

Business-to-Business Marketing is designed to provide an opportunity for students to develop an understanding of the process by which industrial and other institutional buyers' needs are identified and met.

The main purpose of Global Marketing and Competition is to explore the substantive issues, information sources, and cultural sensitivities required to develop an effective international marketing strategy and associated marketing plan.

Master Programme

The goal of the master Marketing Management is to teach students how to evaluate marketplace potential and risk from the perspective of the firm's unique ability to develop and deliver goods and services of meaningful value for customers.

The master consists of:

• Master Core Courses
  
• Master Electives
  
• Master Thesis
  
  

Master Core Courses

• Consumer Behavior 
  
• Consumer Marketing Research
• Marketing Strategy
  
• Marketing Strategy Simulation
  
• Marketing Strategy Research
  
  

Master Electives

• Marketing Communications & Advertising Management
• International Product Management
• Customer Relationship Management
• Services Marketing
• Event and Tourism Marketing
• Brand Management
  
  

Master Thesis

During your core courses and Master electives you will surely encounter a marketing chal-lenge or theory that fascinates you and provides an excellent starting point for your Master thesis. By the end of your second core course, you will hand in a first, brief proposal. Based on this proposal, you will be assigned to a coach.

During the whole Master thesis process you will be guided and mentored by one of the Marketing professors. You are invited to combine your Master thesis with a company pro-ject or internship.

More info

Go to the Master in Marketing Management site.

Evening MSc in Business Administration Programme

The department of Marketing Management participates in the evening MSc of Business Administration (in Dutch) with the elective Advances in Marketing Strategy.

The goal of this elective is to teach students how to achieve distinctive competitive advantages in the market place. This is achieved by taking the best of marketing theory and practice and combining it with contemporary, innovative marketing approaches to meeting challenges in a fast-paced, often uncertain market environment.

Through classroom presentations, discussions, team problem solving, and in-depth analysis of a series of real-life marketing situations, students become familiar with and develop an in-depth understanding of these advanced marketing concepts and tools that can easily be applied in practice.