Master Electives

Each of our master electives is driven by the state-of-the-art research of department members in conjunction with case material. 

Marketing Communications and Advertising Management 

This course offers an integrated view on marketing communications. You learn how to target, budget and develop advertising campaigns, as well as get a grip on audience identification, and creative execution. Advanced theories about communication and advertising are discussed and applied in cases and workgroups. Several guest lectures from leaders in the advertising industry are included in the programme.

International Product Management 

This class has features of both a course and a competitive consulting assignment. This master elective covers many aspects of international product management in a challenging way. In association with L’Oréal, we offer students a unique opportunity to work as consultants on a dynamic assignment. In a competition involving teams from all over the world, you strive to find the best solution to a real business problem.

E-marketing Strategy

In this new course, Cor Molenaar, part-time professor and part-time e-commerce and marketing consultant, will prepare you for the new marketing era. You will collaborate with several companies who provide you with real-life cases and projects, which you will approach under the guidance of your professor. This course provides the ideal mix of theory and practice in this dynamic area. 

Brand Management 

Branding is a key concept in marketing, and many of our graduates start their career as (junior) brand managers. This course presents an in-depth look at issues like brand image, positioning, brand equity and customer-brand relationships. It is essential to students who have the ambition to play a major role in this exciting area.

Design and Marketing of New Products

This internationally focused course is taught by a professor who is quickly becoming an expert in the field of innovation and marketing. This course will cover the trajectory from idea to (successful) product, and focuses on topics like co-creation, product development, idea screening and market testing, applied in various industries. 

Event and Tourism Marketing 

Employing an open format, this course aims to provide a true understanding of the complex and integrated nature of the experiences of customers and tourists. The course delves into the notion of experience-based marketing, and translates this notion into a value-creation cycle. Lectures and discussions feature several outstanding speakers from the event and tourism industries.