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 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.
Below is an overview of the masterclasses. All classes take place on campus at Rotterdam School of Management, Bayle (J) building, Burgemeester Oudlaan 50 and run according to the following time schedule:
18:00 Registration and buffet dinner
20:30 Networking drinks
Academic speaker: Dr Alexander Genevsky, Assistant Professor of Marketing, RSM
Practitioner speaker: Daan de Raaf, Executive Strategy Director, J. Walter Thompson Amsterdam
The use of advanced neuroscientific techniques to ‘get into the mind’ of consumers has been the holy grail of consumer neuroscience. Recent advances in methodology and implementation have made it possible to use information in the brain to improve predictions of individual and market-level behaviour. In this session, we will explore brain-based predictions of market outcomes, and their potential applications for marketing practitioners. Beginning with a quick summary of consumer neuroscience, the first half of the session will then develop the idea of how brain measurements can help improve market predictions. In the second half, we will discuss the relevance of these methods to real-world marketing scenarios.
Academic speaker: Dr Yvonne van Everdingen, Associate Professor of Marketing, RSM
Practitioner speaker: Yuen Yen Tsai, entrepreneur at Make Me See
Increasing use of gamification enables brands and organisations to engage with their consumers. They use game mechanics and game design techniques such as ratings, levels and performance feedback in a non-game context to design behaviours, develop skills or to engage people in innovation. Such games are likely to increase people’s intrinsic motivation to behave in a certain way. A well-known example is the yearly contest to find a new flavour for Lay’s potato chips and the company’s ‘Flavor Swap’ game that lets consumers decide which flavour Lays should include in its assortment. This session gives an overview of applications of gamification in marketing, and the underlying psychological processes.
Academic speaker: Dr Pieter Schoonees, Assistant Professor of Marketing, RSM
Practitioner speaker: TBA
Improvements in algorithms and computing, together with an explosion in the amount of data at a marketer’s disposal, have enabled great advances in machine learning over the past decade. This will continue to revolutionise diverse fields such as healthcare, policing, customer service, transport and marketing. How do machine learning ’black boxes’ actually work, and what are the pitfalls that managers and businesses should be aware of? Combining insights from theory and practice, we provide answers by looking at examples from marketing and beyond.