Marketing and Value Creation

Marketing and Value Creation

New businesses are offering radically different propositions, and technological developments are creating new opportunities for growth and driving the market. As a marketeer you must understand the power of marketing to deal with this successfully. This persuasive power adds value to new products and new markets. Only companies that create and capture real value can build and sustain their long-term positions.

Shared understanding of customer value

This three-day RSM Executive Education workshop provides you with an in-depth view of critical issues in marketing and value creation. You will focus on internal and external perspectives. Marketing is typically understood to focus on external factors such as customers and competition, but in fact building a shared understanding of how the organisation creates value for customers is crucial to longer term organisational performance. So how can your management skills boost your company’s marketing strategy?

Learning objectives

After this programme, you will be able to:

  • understand the customer and the role of marketing throughout the organisation 
  • have the skills to use vocabulary and tools of modern marketing 
  • be able to create value through products, brands, services, and effective leadership
  • know how to bring products and services to the market and create revenue
  • recognise how technology affects the marketing and business environment.

The programme Marketing and Value Creation is also a component of RSM's Diploma Programme in General Management.

  • You will benefit from this programme if you are a first-time or recently appointed manager in finance, marketing, human resources or another function and want to learn more about contributing to the success and value creation of your organisation through marketing.

  • The Marketing and Value Creation programme at RSM is led by Dr Jason Roos and Prof. Stefano Puntoni.

    Dr Jason Roos
    Dr Jason Roos is an associate professor of marketing at RSM. His research considers how consumers and firms learn and adapt in information-rich environments such as Internet news and online advertising. His work has been published in top academic journals including Marketing Science and Management Science. Jason earned his PhD in marketing from Duke University’s Fuqua School of Business, and received the prestigious INFORMS Society for Marketing Science Dissertation Award in 2011. Before entering academia, Jason worked as a consultant and software engineer in Seattle, USA, and was managing director of an internet marketing and software firm.

    Prof. Stefano Puntoni
    Stefano Puntoni is a professor of marketing at RSM. He holds a PhD in marketing from London Business School and a degree in statistics from the University of Padova in Italy. Stefano’s research on branding and consumer behaviour has appeared in many leading journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Harvard Business Review, and Management Science. He received various grants and awards. In addition to teaching in several degree programmes at RSM, Stefano has taught at London Business School, Bocconi University, Lancaster University, and the American University in Cairo.

  • Dates

    20 - 22 March 2019 > Apply now
    9 - 11 October 2019 > Apply now


    € 2,800 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.

    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    Cancellation policy

    Cancellation notices must be received by email: The following cancellation fees apply:

    • More than 14 days before the programme’s start date: 25% of the programme fee will be charged
    • Between 14 and 7 days before the programme’s start date:  75% of the programme fee will be charged
    • 7 days or fewer before the programme’s start date: 100% of the programme fee will be charged
    • Cancellations received on or after the programme’s start date: 100% of the programme fee will be charged.


    The participant can be substituted by someone from the same company on the same course without extra costs.

    General terms and conditions

    Please click RSM Executive Education’s general terms and conditions.


    The programmes take place at Rotterdam School of Management, Erasmus University, Bayle Building, Burgemeester Oudlaan 50, Rotterdam.

    Hotel accommodation

    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

  • RSM’s Marketing and Value Creation programme runs in Rotterdam on several dates. Please select the one that suits you best to register.