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.

  • Dates

    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.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

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