Frontiers in Marketing

Frontiers in Marketing

Our 'Frontiers in Marketing' masterclass series brings you the latest insights from our academic research, paired with real-life examples and experiences by expert professionals. These evening sessions will not only broaden your knowledge on the latest developments in marketing, they will also serve as an opportunity you to share your experiences and network.

Programme

All classes take place on campus at Rotterdam School of Management, Bayle building, Burgemeester Oudlaan 50 and run according to the following time schedule: 18:00 Registration and buffet dinner 19:00 Masterclass 20:30 Networking drinks

Sessions

  • Academic speaker: Dr Mirjam Tuk, associate professor in marketing at RSM
    Practitioner speaker: TBA

    Companies constantly try to find new ways to help people reach their goals, for example saving more, working more efficiently, and making healthier food choices. But how do people set their goals in the first place? And how could companies help them in this initial stage? In this session, you will learn and discuss new, evidence-based strategies that can prompt people to become more ambitious in their goals and their subsequent behaviour. These insights may not only prove to be valuable for companies who want to further improve consumers’ lives (and society in general), but also for managers who want to motivate their employees.

  • Academic speaker: Linda van Rijn, PhD student at RSM and product director advanced solutions at Global Product Management GfK
    Practitioner speaker: Marieke Bos, Marketing Manager Becel, ProActiv and Digital Perception at Upfield
    Moderators: Dr Bram Van den Bergh, associate professor in marketing at RSM; and Prof. Gerrit van Bruggen, professor in marketing at RSM

    Many developed markets are confronted with a rapidly aging population. Senior consumers are becoming an interesting and significant market segment, which offers opportunities for new product developments and new product categories. But when people grow older, the way they buy and consume their ‘regular’ products may also change. Marketers often seem to assume that targeting older consumers with marketing activities will not be worth the resources, because over time they have already developed brand and consumption preferences, which will be very difficult to change. But is this the case? And is the motto ‘Get them young, keep them long’ indeed true? In this session, we will cover the consequences of aging on consumer behaviour, and offer insights in the ways marketers can respond to this demographic trend. The aging population will become an important challenge for many marketers but will also open up great opportunities.

  • Academic speaker: Dr Gabriele Paolacci, associate professor in marketing at RSM
    Practitioner speaker: TBA

    Companies are increasingly involved in charitable initiatives that aim to improve society and the environment. But how can you decide which philanthropic institutions to support or collaborate with? On the one hand, contemporary philosophers challenge us to reflect on what ‘doing good’ means, sometimes reaching uncomfortable conclusions. On the other hand, data and tools are available that can make philanthropy more effective than ever. This session invites you to join this debate, and improve the ways in which you and your company contribute to a better world.

Live Streaming

If you are unable to come to Rotterdam, you can follow the sessions via live streaming, or watch it online later. We will announce the live streaming link via our Facebook page.
Some highlights of previous Frontiers in Marketing masterclasses are in these recordings.

Registration

You can register for individual sessions or for a package deal in which case a discount applies. 

Cost: Regular price €40 per session / Alumni price €35 per session
The price includes a buffet dinner prior to the session and a reception afterwards. To benefit from the alumni price, please use ''RSMalumni'' as a discount code when booking your tickets.

Register here.

Terms of Registration

Rotterdam School of Management, Erasmus University (RSM) reserves the right to cancel or to reschedule the event, sessions, locations or times, or to arrange substitute speakers if this is absolutely necessary due to unforeseen reasons which are out of control of RSM. In these cases, RSM is not required to compensate travel or accommodation costs, loss of working time, or other damages. If, after registration, you are unable to attend, you may send a replacement participant. RSM cannot refund your registration.

Your data

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