Curriculum

Curriculum

RSM’s MSc in Marketing Management lasts for one academic year, from September to June. Compulsory core courses worth 22 ECTS each are offered in the autumn semester. Master electives worth 18 ECTS each are offered during the spring semester; one of your three master electives can be chosen from another MSc programme.

Electives are grouped into three tracks: Brand and Product Management, Digital Marketing and Analytics, plus Individual Study.

Please note that certain electives may be very popular. Although we can place most students in the elective(s) of their choice, there are no guaranteed places.

In addition to your coursework, you will also work on your master thesis project, worth a total of 20 ECTS, throughout the year.

    • "A solid foundation for your career-defining specialisation"

      Our four initial core courses provide a strong foundation upon which you can build your career-defining specialisation during the spring semester.
      •    Consumer Behaviour
      •    Consumer Marketing Research
      •    Marketing Strategy Research
      •    Marketing Strategy

      Focusing first on consumers, we work on developing a deep understanding of consumer psychology and behaviour and their relevance to managerial practice before teaching you how to use research to understand more consumer actions and motivations. Then we focus on managerial decision-making as we cover key concepts in marketing strategy and research-based decision-making in the last two core courses.

      The Personal Development and Skills Training course in the autumn semester will help you to become more self-aware and confident as an individual. You will discover your strengths and weaknesses, and practice making presentations using trusted communication techniques in person, in writing and online.

    • Understanding consumers is the key to a successful marketing strategy. Unfortunately, however, the mind of the consumer is not always easy to understand. Consumer behaviour alternates between rational and emotional, between impulse and careful thought, between silly and moralistic. Although it is impossible to fully grasp and predict this behaviour, consumer researchers have created a body of knowledge that allows us to achieve at least a basic understanding of consumer needs, wants, decisions and actions. This course will provide a structured overview of this body of knowledge. Psychological processes are a key element in this. In the first part of the course, students will be provided with an introduction to the psychology of perception, information processing, emotions and decision-making. The second part of the course will elaborate on the influences of the social environment, culture and situational factors on consumer behaviour, and apply it consumer satisfaction, consumer responses to innovation, and the impact of the Internet on consumer behaviour. Instructional methods used in this course are lectures, classic discussions and presentations. Students are tested by means of an exam, an assignment, and teammate evaluation.

      Review the course guide for more details.

      Taught by dr. D. Schley.

    • In this course, the main marketing research approaches for understanding consumer behaviour are presented. In consumer research it is vital to know: how to accurately measure and analyse consumer behaviour, such as preferences, attitudes and choices, and to understand how marketing variables (such as product benefits, assortments, advertisements and retail environments), affect consumer behaviour. In consumer research, (structured and unstructured) observations, experiments and survey research are the main methods for analysing consumer behaviour. In this course, we will particularly focus on the design and analysis of experiments and surveys. Instructional methods used in this course are discussion groups and lectures. Students are tested by means of an individual closed-book exam and two assignments.

      Review the course guide for more details.

      Taught by dr. A. Ferecatu.

    • The course consists of a series of in individual and group in-class mini-assignments The course covers four domains. First students deepen their self-awareness, identify their priorities, strengths, and skills. Next they explore professional domains and identify their desired career directions. They explore how they fit these career paths and what they could do to strengthen their profile. In the next step students form a plan for self development for the coming year. They identify specific actions they should undertake to effectively and efficiently bridge the gaps they have recognized earlier. In the last segment of the course students prepare directly for the job search. They develop CV, LinkedIn profile and practice mock job interviews.

      Review the course guide for more details.

      Taught by dr. M. Szymanowski.

    • Marketing strategy refers to the systematic planning of marketing activities aimed at achieving organizational goals. The ultimate purpose of marketing strategy is to develop and deploy an organization’s resources in the way that creates the most value for customers and other stakeholders. This course will help you to develop an in-depth understanding of the key frameworks, concepts, and paradigms in marketing strategy and, just as important, to develop skills in the application of this knowledge for making strategic choices. At a general level, the basic goal of this course is to help you make the transition from student to marketing practitioner and thus support your own goal of becoming a successful marketing professional. During the course, you will train extensively your case solving skills both in class, during interactive case discussions, and individually, in the assignments and trial exams. The course will feature a career-related event, where you will learn about the job market in marketing from a panel of RSM alumni, and guest lectures from prominent practitioners, where you will learn about cutting edge marketing practice. This course will be taught as a seminar so participation during the lectures and meaningful contributions to the case discussions are essential. To facilitate interaction, the group will be split into two for half of the classes. Students will be tested by means of an exam and written case assignments (both individual and group).

      Review the course guide for more details.

      Taught by prof.dr. S. Puntoni.

    • This course will focus on quantitative aspects of marketing research and how using quantitative tools can help managers address substantive marketing problems such as new product design, market segmentation and positioning. Also, the course aims to enhance students' understanding of how marketing variables such as price, advertising and sales force affect market share and sales, and how to develop marketing strategies based on quantitative analysis. Overall, the course is intended to make students well-informed users of marketing research, not becoming methodological experts. Instructional methods used in this course are cases and lectures. Students are tested by means of individual assignments and exams.

      Review the course guide for more details.

      Taught by dr. X. Chen.

    • This course provides you with the basic knowledge you need for writing a good thesis and proposal. You will learn how to define and write your Master thesis proposal, how to conduct the research in the field of your specialisation in marketing management and how you will be coached during the Master thesis period. The instructional method used in this course is lectures. Students are tested by means of their individual thesis proposal. 

      Review the course guide for more details.

      Taught by dr. M. Szymanowski.

    • Many graduates want to pursue careers in brand and product management and this track is designed to support them in this career goal. The track includes well-established foundation topics such as communication and branding, and recently emerging topics such as neuromarketing and nudging consumer choice.

      This track is suited to students who want to work as brand managers, product managers, category managers, or in similar positions in B2C and B2B companies. The track can also prepare you to work for governmental agencies and NGOs in communications and consumer welfare.

    • Marketing communications mean advertising – and much more consumers encounter communications about brands anytime and anywhere: While commuting – via billboards, posters and on smartphones and tablets or on the car radio; in the office – reading business newspapers or when opening direct mail; at home – watching TV, listening to the radio, handling packages; while attending sports events, concerts and movies – on tickets, in the program brochure, on the field, on the screen, on clothing. Marketing managers require useful planning frameworks to effectively navigate and select from the maze of modern marketing communications. This course discusses all aspects involved in designing and managing effective advertising campaigns.  The instructional method used in this course is lectures. Students are tested by means of an exam, group assignments, and bonus points.

      Review the course guide for more details.

      Taught by dr. B Van den Bergh

    • This course will be significantly different than any other course you have ever taken. Its design is such that it has features of both a course and a competitive consulting assignment. The selective covers many aspects of branding, marketing and communications in a challenging way. L’Oréal is offering the marketing students of Erasmus University a unique opportunity to play the role of consultant, and dive into a very dynamic, real-life, practical assignment. At the same time, the selective is designed such that teams will be able to make well-underpinned marketing plans by applying the right concepts, methods and techniques.

      It provides the opportunity to develop marketing and consulting skills through a practical, real-life experience, the chance to work closely with professionals in their field, and the possibility of winning a contest at one of several levels. All of these can contribute to one’s clarification of what kind of professional career could be interesting to pursue (or not) in the future. Being able to discuss the experience and what was learned with future employers. The course as it is designed, is a lot of work, and a lot of fun!

      Review the course guide for more details.

      Taught by dr. DI de Raaf

    • How can companies gain and sustain competitive advantage in an increasingly competitive environment? In recent years, companies have realized that a crucial source of competitive advantage lies in the provision of a compelling customer experience. Customer experience is comprised of all cognitive, emotional, physical, sensorial, and social elements that mark the customer’s interactions with companies or other market actors (De Keyser et al. 2015). Due to the rapid rise of digital and mobile devices, customers are increasingly valuing seamless experiences. In response, leading companies have decided to hire so-called “customer experience managers” to improve their customer experiences. This course discusses the general determinants of great customer experiences across all touch points (prior, during and after purchase) and introduces methods to improve customer experiences.

      Review the course guide for more details. 

      Taught by dr. C. Lembregts.

    • This course introduces the interdisciplinary field of neuromarketing. This new and exciting area in marketing aims to understand the neurobiological mechanisms underlying customer responses to marketing actions, and to better predict customer behavior using brain markers.

      Neuromarketing is proposed to reveal information about customer preferences and reactions to marketing actions that other techniques cannot provide (Ariely and Berns, 2010). This is based on the assumption that customers are not always able or willing to express their true preferences in questionnaires. Furthermore, measures of brain activation could assist in the early stages of the product development process thus reducing the likelihood of failures.

      In recent years, the application of neuroimaging and psychophysical techniques in marketing has surged both in academia and in marketing practice. Modern brain imaging techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) are commonly applied, for example, to track the emotional response to brands and TV commercials, to assess which scenes of a commercial attract attention and are memorable, to evaluate the beauty of a package or how customers trade-off price and quality. Psychophysical techniques such as eye-tracking, galvanic skin response and heart rate measurement add additional insights into the customers’ heart and mind.

      Currently, most marketers are not trained in these techniques and thus have difficulty in properly evaluating the strengths and weaknesses of these methods. Clients of neuromarketing companies may get easily impressed by colourful pictures of activations in the brain which may not be truly insightful or predictive. In this course we provide the student with an up to date insight into the current body of knowledge in consumer neuroscience and neuromarketing. Accordingly, this course will provide many hands-on opportunities to develop neuromarketing skills. In assignments, the main neuroimaging techniques of fMRI and EEG will be introduced. You will collect data and learn the basics of analyzing this data. Review the course guide for more details.

      Taught by dr. M. Boksem and dr.ir. A. Smidts.

    • Over the past 30 years, psychologists and economists have gained deeper insight into consumer choice, including the non-economic features of the environment that can influence people’s choices (e.g., whether a policy component is the default). Many of these insights have challenged the traditional assumption that people make choices primarily in a rational, self-interested manner. This research program, often called behavioural economics, has provided novel insight into how people deviate from “optimal” choices and the consequences of these “sub-optimal” choices. Because these “irrational” or “sub-optimal” decision strategies often generate choices that have a negative impact on society, business, government policy, the environment, and consumer welfare, it is important that you as (future) business leader a) understand the basic principles of consumer choice and b) have the best tools in your toolbox to implement strategies that will guide consumers toward preferable, sustainable, and healthy choices (dubbed nudging). Doing so will not only help you obtain and retain satisfied customers, it will also help you ensure your company runs smoothly, as you and the other members of your team will be better decision makers. Although there may be some overlap with contents typically seen in marketing courses on communication and advertising, the Nudging Consumer Choice course provides a substantially different approach to understanding and changing consumer choice. Specifically, the current course will draw primarily from behavioural economics research, will be geared towards making sustainable choices at the individual, business, and societal levels, and will be aimed at developing choice-intervention strategies that can be implemented in a wide variety of contexts: one-on-one negotiations, team organization, risk management, policy design, among others, as well as more classic communication arenas such as social marketing.

      Review the course guide for more details.

      Taught by dr. D. Schley.

    • Social media are quickly transforming how marketing is practiced, having already led to fundamental changes in marketing communications, public relations, market research, and customer service. In the context of social media, the goal of marketing communications is evolving away from one of creating and disseminating a brand narrative to one of cultivating and influencing public discourse about the brand. Whereas before a key challenge of market researchers lay in how to obtain data, now it is in how to make sense of abundant data. And while consumers and companies seem easier to reach than ever, they are also distributed widely across an ever increasing number of communication channels, each of which may require a different approach. How do marketers make sense of this new and constantly changing reality? How can young marketers take advantage of their relatively rich experience with social media to influence their more established colleagues once they join the workforce? What skills will allow them to stay relevant as the field changes?

      Review the course guide for more details.

      Taught by dr.ir. E. Junque de Fortuny.

    • This course studies the impact of new media and technologies on marketing. E-Marketing has a broad scope including digital media, management of (digital) customer data and electronic customer relationship management systems.

      The marketing strategy of companies and on sales will be discussed, and the course will also be defining strategy and the use of technology from a customer driven context. The course discusses the use of all new (interactive) media, including internet and social media, but also smart phones and smart chips from a customer point of view. Topics include impact of these media in business-to-consumer, Consumer-to-Consumer, and Business-to-business markets and supply channels. Academic theory provides the basis for discussion, while practical examples by guest lecturers provide food for thought. The aim of this course is to develop thorough knowledge on the impact of new media, on the decision making processes regarding the application of these media within marketing, and the effective use of customer driven strategies in various market circumstances. More specific examples of topics include the historical context and development of e-marketing and distance selling, Marketing orientation as base for decision making, the strategy and implementation of e-marketing and distance selling within different marketing orientations, the definition of internet strategies, and consumer behavior in online buying and social media use.

      Review the course guide for more details. 

      Taught by dr. A. Ferecatu.

    • As competition for world market intensifies, the number of major companies operating solely in domestic markets is decreasing rapidly; instead, more and more companies are operating internationally. When entering the global market space, companies do not only face a variety of different market conditions (e.g., economic and legal conditions) but also have to adjust to different cultural demands; the latter confronts managers with challenges in every-day business activities. This course will help you understand cross-cultural differences and their impact on (I) marketing strategy, (II) product branding, and (III) the organization/company itself. The purpose of the course is therefore to prepare students to market brands across borders and understand how cross-cultural differences influence, change, and complicate daily business operations and strategies. The course provides students with crucial knowledge and skills for marketers at global companies (e.g., as a global brand manager). To ensure high practical relevance, the course will rely on the case method, the assignments will focus on real-life problems, and leading practitioners will share their experience in guest lectures.

      Review the course guide for more details.

       

       

    • Think about the brands which inspire you, those which trigger your embarrassment, and about those that don’t mean much to you. Where do these differences in your attitudes come from? How are great brands made and managed? The goal of this course is to train you to be able to do just that – know how to create and manage brands which bond deeply with consumers and provide them with value.

      Brand management is primarily skill, a skill of integrating coherently knowledge from a broad set of marketing domains such as strategic analysis, marketing research, consumer behaviour, marketing communication, etc. The core of the course is a practical assignment called Brand Audit. The background knowledge necessary to complete the Brand Audit is introduced during lectures and case discussions. Lectures cover relevant theories while case discussions provide an illustration of how those theories can be applied in practice.

      After the course, students should have developed the skills necessary for successful brand management. Having completed their own Brand Audit project and reviewing Brand Audit projects of others, students will have established knowledge and rehearsed managerial routines. The key skills developed will include critical review of brands’ marketing mix, brand related consumer research, determining brand positioning, implementing brand positioning via appropriate brand architecture, communication strategy and integrated marketing mix, determining brand growth strategy, and measuring brand equity.

      The course is suitable for students of marketing seeking to integrate their marketing knowledge and develop skills in applying it in the field of brand management. It is also suitable for students of other domains of management who seek to gain broad, practically oriented, and comprehensive insight into the field of marketing.

      Review the course guide for more details.

      Taught by dr. M. Szymanowski.

    • New products, also called innovations, provide new ways to create value for customers, and moreover, it yields growth and profitability for firms. A huge percentage of a company’s sales and profit is generally earned by products that have been launched in the past five years. However, at the same time, many new products fail, and disappear from the market sooner or later after its launch. In other words, what makes one new product successful, while another new product fails to recoup its R&D cost? This question will be central in this course, and will be discussed form two angles, i.e., new product launch, and acceptance in the market. During this course the students get acquainted with both conceptual and tacit knowledge of important methods in launching new products, and moreover in tracking the new product launch. Additionally, this course will provide a structured overview of the body of knowledge on adoption and diffusion of new products in the market place, and moreover, insights into how this knowledge can be incorporated in new product launch decisions. The instructional methods used in this course are (guest)lectures and assignments. Students are tested by means of an exam, a case, a project and a presentation.

      Review the course guide for more details.

      Taught by dr Y. van Everdingen.

    • This track aims to train future marketers working in digital marketing. Given the important role of new customer analytics and big data in digital marketing, it emphasises new techniques for generating more knowledge about your customers. The track prepares students to work in positions related to mobile marketing, social media, big data, and general technology.

    • “Marketing Analytics” refers to a broad range of activities, all of which rely on data to improve managerial decisions. Given the explosion over the past two decades in the amount and types of data available to even the smallest companies, it is no surprise that spending on marketing analytics continues to rise.

      Marketing analytics encompasses a diverse set of activities, requiring analysts to possess a diverse set of skills. Although a background in programming and statistics is important, these technical skills by themselves are not sufficient for success. First, analysts must understand the business context so that they can sensibly interpret their results. Second, marketing analysts must be able to clearly and persuasively communicate their insights to managers.

      This course will provide many hands-on opportunities to develop and integrate these diverse skills. In the first half of the course, emphasis will be placed on reinforcing technical skills that were developed in earlier courses, as well as developing new ones. In the second half of the course, the emphasis will be on the application of these skills to solve managerial problems and communicate a recommended course of action.

      Review the course guide for more details.

      Taught by dr. J.M.T. Roos.

    • The development of practice and research in marketing is always accompanied by advancement in technologies. From 1921 when Queensboro Corporation paid for the first radio commercial to 2015 when Oreo used “#RedVelvetOreo” to promote its new cookie flavor on Twitter, technologies have exerted profound influence on how marketers connect with consumers. The technological advancements bring forth new opportunities while posing unprecedented challenges for marketers. This course will examine how to develop digital marketing strategies to increase shareholder value and sustain competitive advantage. It covers formulation, selection, execution and evaluation of digital marketing strategies. We will explore various managerial problems such as how to design a website and drive traffic, how to optimize search engine efforts, how to allocate budget to different online communication channels, whether investing in mobile marketing is worthwhile and whether email marketing is dying etc. With these discussions, this course aims to shape your perspective as a digital marketing leader.

      Review the course guide for more details.

      Taught by dr. X. Chen.

    • This course introduces the interdisciplinary field of neuromarketing. This new and exciting area in marketing aims to understand the neurobiological mechanisms underlying customer responses to marketing actions, and to better predict customer behavior using brain markers.

      Neuromarketing is proposed to reveal information about customer preferences and reactions to marketing actions that other techniques cannot provide (Ariely and Berns, 2010). This is based on the assumption that customers are not always able or willing to express their true preferences in questionnaires. Furthermore, measures of brain activation could assist in the early stages of the product development process thus reducing the likelihood of failures.

      In recent years, the application of neuroimaging and psychophysical techniques in marketing has surged both in academia and in marketing practice. Modern brain imaging techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) are commonly applied, for example, to track the emotional response to brands and TV commercials, to assess which scenes of a commercial attract attention and are memorable, to evaluate the beauty of a package or how customers trade-off price and quality. Psychophysical techniques such as eye-tracking, galvanic skin response and heart rate measurement add additional insights into the customers’ heart and mind.

      Currently, most marketers are not trained in these techniques and thus have difficulty in properly evaluating the strengths and weaknesses of these methods. Clients of neuromarketing companies may get easily impressed by colourful pictures of activations in the brain which may not be truly insightful or predictive. In this course we provide the student with an up to date insight into the current body of knowledge in consumer neuroscience and neuromarketing. Accordingly, this course will provide many hands-on opportunities to develop neuromarketing skills. In assignments, the main neuroimaging techniques of fMRI and EEG will be introduced. You will collect data and learn the basics of analyzing this data.

      Review the course guide for more details.

      Taught by dr. M. Boksem and dr.ir. A. Smidts.

    • Pricing and revenue management focuses on how a firm should set and update pricing and product availability decisions across its various selling channels in order to maximize its profitability. In this course you will learn to identify and exploit opportunities for revenue optimization in different business contexts and survey current practices in different industries. You will review the main methodologies that are used in each of these areas, understand key concepts including the interaction between supply and demand, opportunity costs, customer response, demand uncertainty and market segmentation. Within the broader area of pricing theory, the course places particular emphasis on tactical optimization of pricing and capacity allocation decisions, tackled using quantitative models of consumer behavior (e.g., captured via appropriate price-response relations), demand forecasts and market uncertainty, and the tools of constrained optimization – the two main building blocks of revenue optimization systems.

      Review the course guide for more details.

      Taught by dr. ir. N.A.H. Agatz.

    • Social media are quickly transforming how marketing is practiced, having already led to fundamental changes in marketing communications, public relations, market research, and customer service. In the context of social media, the goal of marketing communications is evolving away from one of creating and disseminating a brand narrative to one of cultivating and influencing public discourse about the brand. Whereas before a key challenge of market researchers lay in how to obtain data, now it is in how to make sense of abundant data. And while consumers and companies seem easier to reach than ever, they are also distributed widely across an ever increasing number of communication channels, each of which may require a different approach. How do marketers make sense of this new and constantly changing reality? How can young marketers take advantage of their relatively rich experience with social media to influence their more established colleagues once they join the workforce? What skills will allow them to stay relevant as the field changes?

      Review the course guide for more details.

      Taught by dr. ir. E. Junque de Fortuny.

    • This course studies the impact of new media and technologies on marketing. E-Marketing has a broad scope including digital media, management of (digital) customer data and electronic customer relationship management systems.

      The marketing strategy of companies and on sales will be discussed, and the course will also be defining strategy and the use of technology from a customer driven context. The course discusses the use of all new (interactive) media, including internet and social media, but also smart phones and smart chips from a customer point of view. Topics include impact of these media in business-to-consumer, Consumer-to-Consumer, and Business-to-business markets and supply channels. Academic theory provides the basis for discussion, while practical examples by guest lecturers provide food for thought. The aim of this course is to develop thorough knowledge on the impact of new media, on the decision making processes regarding the application of these media within marketing, and the effective use of customer driven strategies in various market circumstances. More specific examples of topics include the historical context and development of e-marketing and distance selling, Marketing orientation as base for decision making, the strategy and implementation of e-marketing and distance selling within different marketing orientations, the definition of internet strategies, and consumer behavior in online buying and social media use.

      Review the course guide for more details. 

      Taught by dr. A. Ferecatu.

    • This course studies the impact of new media and technologies on marketing. E-Marketing has a broad scope including digital media, management of (digital) customer data and electronic customer relationship management systems.

      The marketing strategy of companies and on sales will be discussed, and the course will also be defining strategy and the use of technology from a customer driven context. The course discusses the use of all new (interactive) media, including internet and social media, but also smart phones and smart chips from a customer point of view. Topics include impact of these media in business-to-consumer, Consumer-to-Consumer, and Business-to-business markets and supply channels. Academic theory provides the basis for discussion, while practical examples by guest lecturers provide food for thought. The aim of this course is to develop thorough knowledge on the impact of new media, on the decision making processes regarding the application of these media within marketing, and the effective use of customer driven strategies in various market circumstances. More specific examples of topics include the historical context and development of e-marketing and distance selling, Marketing orientation as base for decision making, the strategy and implementation of e-marketing and distance selling within different marketing orientations, the definition of internet strategies, and consumer behavior in online buying and social media use.

      Review the course guide for more details.

      Taught by prof. dr. C.N.A. Molenaar.

    • In the “Big Data” age, data scientists are being utilized increasingly by managers to monetize the rich data assets owned by their companies. Data science activities can add value to a company in a variety of ways, such as forming the basis for new, innovative products; by accurately predicting customer churn; or by analyzing consumer sentiment from social media. Besides a big shortage of data scientists, there is an even bigger shortage of managers who understand core data science activities. This course will give you hands-on experience with such activities, as well as an overview of trends in the market.

      In this course you will learn the key concepts and methods that form the core of a modern data scientist's toolbox. You will gain hands-on experience with applying machine learning tools and algorithms using the R software environment, for example to predict sales. The course will be directly useful to students aspiring to use these machine learning tools in business practice themselves, but also to those who want to understand machine learning activities so that they can identify areas where data science can add value to a company. The textbook listed below, which can be downloaded for free, will give you an idea of the level of R skills you will attain and the types of analyses we will consider in the course.

      The group assignments will take the form of data analysis competitions, where students compete to build the best model for a specific business problem (such as predicting new product adoption in a direct marketing campaign). These problem-driven data cases are examples of typical data science projects encountered in industry.

      Review the course guide for more details.

      Taught by dr. P. Schoonees.

    • In addition to the two tracks described above, the MSc in Marketing Management programme allows students to create a personalised study plan to pursue their own goals and aspirations. If you select your own study plan, you can choose any marketing electives and any elective offered by other MSc programmes at RSM, but no more than one non-marketing elective. You might be interested in start-ups and consulting, for example.

    • Marketing communications mean advertising – and much more consumers encounter communications about brands anytime and anywhere: While commuting – via billboards, posters and on smartphones and tablets or on the car radio; in the office – reading business newspapers or when opening direct mail; at home – watching TV, listening to the radio, handling packages; while attending sports events, concerts and movies – on tickets, in the program brochure, on the field, on the screen, on clothing. Marketing managers require useful planning frameworks to effectively navigate and select from the maze of modern marketing communications. This course discusses all aspects involved in designing and managing effective advertising campaigns.

      Review the course guide for more details.

      Taught by dr. B. Van den Bergh.

    • “Marketing Analytics” refers to a broad range of activities, all of which rely on data to improve managerial decisions. Given the explosion over the past two decades in the amount and types of data available to even the smallest companies, it is no surprise that spending on marketing analytics continues to rise.

      Marketing analytics encompasses a diverse set of activities, requiring analysts to possess a diverse set of skills. Although a background in programming and statistics is important, these technical skills by themselves are not sufficient for success. First, analysts must understand the business context so that they can sensibly interpret their results. Second, marketing analysts must be able to clearly and persuasively communicate their insights to managers.

      This course will provide many hands-on opportunities to develop and integrate these diverse skills. In the first half of the course, emphasis will be placed on reinforcing technical skills that were developed in earlier courses, as well as developing new ones. In the second half of the course, the emphasis will be on the application of these skills to solve managerial problems and communicate a recommended course of action.

      Review the course guide for more details.

      Taught by dr. J.M.T. Roos.

    • This course will be significantly different than any other course you have ever taken. Its design is such that it has features of both a course and a competitive consulting assignment. The selective covers many aspects of branding, marketing and communications in a challenging way. L’Oréal is offering the marketing students of Erasmus University a unique opportunity to play the role of consultant, and dive into a very dynamic, real-life, practical assignment. At the same time, the selective is designed such that teams will be able to make well-underpinned marketing plans by applying the right concepts, methods and techniques.

      It provides the opportunity to develop marketing and consulting skills through a practical, real-life experience, the chance to work closely with professionals in their field, and the possibility of winning a contest at one of several levels. All of these can contribute to one’s clarification of what kind of professional career could be interesting to pursue (or not) in the future. Being able to discuss the experience and what was learned with future employers. The course as it is designed, is a lot of work, and a lot of fun!

      Review the course guide for more details.

      Taught by dr. D.I. de Raaf.

    • How can companies gain and sustain competitive advantage in an increasingly competitive environment? In recent years, companies have realized that a crucial source of competitive advantage lies in the provision of a compelling customer experience. Customer experience is comprised of all cognitive, emotional, physical, sensorial, and social elements that mark the customer’s interactions with companies or other market actors (De Keyser et al. 2015). Due to the rapid rise of digital and mobile devices, customers are increasingly valuing seamless experiences. In response, leading companies have decided to hire so-called “customer experience managers” to improve their customer experiences. This course discusses the general determinants of great customer experiences across all touch points (prior, during and after purchase) and introduces methods to improve customer experiences.

      Review the course guide for more details. 

      Taught by dr. C. Lembregts.

    •  

      Social media are quickly transforming how marketing is practiced, having already led to fundamental changes in marketing communications, public relations, market research, and customer service. In the context of social media, the goal of marketing communications is evolving away from one of creating and disseminating a brand narrative to one of cultivating and influencing public discourse about the brand. Whereas before a key challenge of market researchers lay in how to obtain data, now it is in how to make sense of abundant data. And while consumers and companies seem easier to reach than ever, they are also distributed widely across an ever increasing number of communication channels, each of which may require a different approach. How do marketers make sense of this new and constantly changing reality? How can young marketers take advantage of their relatively rich experience with social media to influence their more established colleagues once they join the workforce? What skills will allow them to stay relevant as the field changes?

      Review the course guide for more details.

      Taught by dr.ir. E Junque de Fortuny

       

    • This course introduces the interdisciplinary field of neuromarketing. This new and exciting area in marketing aims to understand the neurobiological mechanisms underlying customer responses to marketing actions, and to better predict customer behavior using brain markers.

      Neuromarketing is proposed to reveal information about customer preferences and reactions to marketing actions that other techniques cannot provide (Ariely and Berns, 2010). This is based on the assumption that customers are not always able or willing to express their true preferences in questionnaires. Furthermore, measures of brain activation could assist in the early stages of the product development process thus reducing the likelihood of failures.

      In recent years, the application of neuroimaging and psychophysical techniques in marketing has surged both in academia and in marketing practice. Modern brain imaging techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) are commonly applied, for example, to track the emotional response to brands and TV commercials, to assess which scenes of a commercial attract attention and are memorable, to evaluate the beauty of a package or how customers trade-off price and quality. Psychophysical techniques such as eye-tracking, galvanic skin response and heart rate measurement add additional insights into the customers’ heart and mind.

      Currently, most marketers are not trained in these techniques and thus have difficulty in properly evaluating the strengths and weaknesses of these methods. Clients of neuromarketing companies may get easily impressed by colourful pictures of activations in the brain which may not be truly insightful or predictive. In this course we provide the student with an up to date insight into the current body of knowledge in consumer neuroscience and neuromarketing. Accordingly, this course will provide many hands-on opportunities to develop neuromarketing skills. In assignments, the main neuroimaging techniques of fMRI and EEG will be introduced. You will collect data and learn the basics of analyzing this data.

      Review the course guide for more details.

      Taught by dr. M. Boksem and dr.ir. A. Smidts.

    • Pricing and revenue management focuses on how a firm should set and update pricing and product availability decisions across its various selling channels in order to maximize its profitability. In this course you will learn to identify and exploit opportunities for revenue optimization in different business contexts and survey current practices in different industries. You will review the main methodologies that are used in each of these areas, understand key concepts including the interaction between supply and demand, opportunity costs, customer response, demand uncertainty and market segmentation. Within the broader area of pricing theory, the course places particular emphasis on tactical optimization of pricing and capacity allocation decisions, tackled using quantitative models of consumer behavior (e.g., captured via appropriate price-response relations), demand forecasts and market uncertainty, and the tools of constrained optimization – the two main building blocks of revenue optimization systems.

      Review the course guide for more details.

      Taught by dr.ir. NAH Agatz

    • Over the past 30 years, psychologists and economists have gained deeper insight into consumer choice, including the non-economic features of the environment that can influence people’s choices (e.g., whether a policy component is the default). Many of these insights have challenged the traditional assumption that people make choices primarily in a rational, self-interested manner. This research program, often called behavioural economics, has provided novel insight into how people deviate from “optimal” choices and the consequences of these “sub-optimal” choices.

      Because these “irrational” or “sub-optimal” decision strategies often generate choices that have a negative impact on society, business, government policy, the environment, and consumer welfare, it is important that you as (future) business leader a) understand the basic principles of consumer choice and b) have the best tools in your toolbox to implement strategies that will guide consumers toward preferable, sustainable, and healthy choices (dubbed nudging). Doing so will not only help you obtain and retain satisfied customers, it will also help you ensure your company runs smoothly, as you and the other members of your team will be better decision makers.

      Although there may be some overlap with contents typically seen in marketing courses on communication and advertising, the Nudging Consumer Choice course provides a substantially different approach to understanding and changing consumer choice. Specifically, the current course will draw primarily from behavioural economics research, will be geared towards making sustainable choices at the individual, business, and societal levels, and will be aimed at developing choice-intervention strategies that can be implemented in a wide variety of contexts: one-on-one negotiations, team organization, risk management, policy design, among others, as well as more classic communication arenas such as social marketing.

      Review the course guide for more details.

      Taught by Dr. D Schley

    • This course studies the impact of new media and technologies on marketing. E-Marketing has a broad scope including digital media, management of (digital) customer data and electronic customer relationship management systems.

      The marketing strategy of companies and on sales will be discussed, and the course will also be defining strategy and the use of technology from a customer driven context. The course discusses the use of all new (interactive) media, including internet and social media, but also smart phones and smart chips from a customer point of view. Topics include impact of these media in business-to-consumer, Consumer-to-Consumer, and Business-to-business markets and supply channels. Academic theory provides the basis for discussion, while practical examples by guest lecturers provide food for thought. The aim of this course is to develop thorough knowledge on the impact of new media, on the decision making processes regarding the application of these media within marketing, and the effective use of customer driven strategies in various market circumstances. More specific examples of topics include the historical context and development of e-marketing and distance selling, Marketing orientation as base for decision making, the strategy and implementation of e-marketing and distance selling within different marketing orientations, the definition of internet strategies, and consumer behavior in online buying and social media use.

      Review the course guide for more details. 

      Taught by dr. A Ferecatu

    • Think about the brands which inspire you, those which trigger your embarrassment, and about those that don’t mean much to you. Where do these differences in your attitudes come from? How are great brands made and managed? The goal of this course is to train you to be able to do just that – know how to create and manage brands which bond deeply with consumers and provide them with value.

      Brand management is primarily skill, a skill of integrating coherently knowledge from a broad set of marketing domains such as strategic analysis, marketing research, consumer behaviour, marketing communication, etc. The core of the course is a practical assignment called Brand Audit. The background knowledge necessary to complete the Brand Audit is introduced during lectures and case discussions. Lectures cover relevant theories while case discussions provide an illustration of how those theories can be applied in practice.

      After the course, students should have developed the skills necessary for successful brand management. Having completed their own Brand Audit project and reviewing Brand Audit projects of others, students will have established knowledge and rehearsed managerial routines. The key skills developed will include critical review of brands’ marketing mix, brand related consumer research, determining brand positioning, implementing brand positioning via appropriate brand architecture, communication strategy and integrated marketing mix, determining brand growth strategy, and measuring brand equity.

      The course is suitable for students of marketing seeking to integrate their marketing knowledge and develop skills in applying it in the field of brand management. It is also suitable for students of other domains of management who seek to gain broad, practically oriented, and comprehensive insight into the field of marketing.

      Review the course guide for more details.

      Taught by dr. M Szymanowski

    • This course studies the impact of new media and technologies on marketing. E-Marketing has a broad scope including digital media, management of (digital) customer data and electronic customer relationship management systems.

      The marketing strategy of companies and on sales will be discussed, and the course will also be defining strategy and the use of technology from a customer driven context. The course discusses the use of all new (interactive) media, including internet and social media, but also smart phones and smart chips from a customer point of view. Topics include impact of these media in business-to-consumer, Consumer-to-Consumer, and Business-to-business markets and supply channels. Academic theory provides the basis for discussion, while practical examples by guest lecturers provide food for thought. The aim of this course is to develop thorough knowledge on the impact of new media, on the decision making processes regarding the application of these media within marketing, and the effective use of customer driven strategies in various market circumstances. More specific examples of topics include the historical context and development of e-marketing and distance selling, Marketing orientation as base for decision making, the strategy and implementation of e-marketing and distance selling within different marketing orientations, the definition of internet strategies, and consumer behavior in online buying and social media use.

      Review the course guide for more details.

      Taught by prof.dr. CNA Molenaar

    • In the “Big Data” age, data scientists are being utilized increasingly by managers to monetize the rich data assets owned by their companies. Data science activities can add value to a company in a variety of ways, such as forming the basis for new, innovative products; by accurately predicting customer churn; or by analyzing consumer sentiment from social media. Besides a big shortage of data scientists, there is an even bigger shortage of managers who understand core data science activities. This course will give you hands-on experience with such activities, as well as an overview of trends in the market.

      In this course you will learn the key concepts and methods that form the core of a modern data scientist's toolbox. You will gain hands-on experience with applying machine learning tools and algorithms using the R software environment, for example to predict sales. The course will be directly useful to students aspiring to use these machine learning tools in business practice themselves, but also to those who want to understand machine learning activities so that they can identify areas where data science can add value to a company. The textbook listed below, which can be downloaded for free, will give you an idea of the level of R skills you will attain and the types of analyses we will consider in the course.

      The group assignments will take the form of data analysis competitions, where students compete to build the best model for a specific business problem (such as predicting new product adoption in a direct marketing campaign). These problem-driven data cases are examples of typical data science projects encountered in industry.

      Review the course guide for more details.

      Taught by dr. P. Schoonees.

    • New products, also called innovations, provide new ways to create value for customers, and moreover, it yields growth and profitability for firms. A huge percentage of a company’s sales and profit is generally earned by products that have been launched in the past five years. However, at the same time, many new products fail, and disappear from the market sooner or later after its launch. For example, why had Grolsch to withdraw the Cheersch home beer draft system from the market, while competing products, such as the PerfectDraft or the Beertender are still being sold? And, why did the Sony Playstation 3 never catch up with Sony’s projected sales of six million consoles worldwide shortly after the introduction? In contrast, what explains the success of Apple’s iPad – people even formed long queues outside Apple’s stores to ensure that they got the iPad immediately after its launch. In other words, what makes one new product successful, while another new product fails to recoup its R&D cost? This question will be central in this course, and will be discussed form two angles, i.e., new product launch, and acceptance in the market. During this course the students get acquainted with both conceptual and tacit knowledge of important methods in launching new products, and moreover in tracking the new product launch. Additionally, this course will provide a structured overview of the body of knowledge on adoption and diffusion of new products in the market place, and moreover, insights into how this knowledge can be incorporated in new product launch decisions

      Review the course guide for more details.

      Taught by dr Yvonne van Everdingen

  • Marketing Management Thesis Clinic - 4 ECTS

    The Marketing Management Research Clinic aims to help you finalise your research proposal and to arrive to a thesis proposal draft that includes the following four considerations:
    •    Introduction
    •    Literature review
    •    Conceptual framework and conceptual model, and, importantly
    •    Research design.

    This three-week intensive course runs in January. You will meet your assigned thesis coach to work on your selected topics. Your coach’s feedback on your thesis proposal will be the starting point for the course; you will then be guided into drafting your introduction, literature review, conceptual framework and conceptual model, after which you will design the research sections of your thesis.

Note regarding taking courses if you are not an RSM master student: RSM does not offer the possibility for non-RSM students (master or otherwise) to take RSM courses outside of official exchange partnerships or other inter-faculty agreements.