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RSM’s MSc in Marketing Management lasts for one academic year, from September to June. Compulsory core courses worth 22 EC each are offered in the autumn semester. Master electives worth 18 EC 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 EC, 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.

    • Understanding consumers is the key to a successful marketing strategy. Unfortunately, however, the mind of the consumer is not always easy to understand. This course provides an overview of theories that best explain how consumers arrive at their judgments and decisions. The course will review relevant theories from economics and psychology that provide a foundation for behavioural marketing. Consumer behaviour varies greatly depending on a range of factors. For instance, consumers’ judgments and decisions are influenced by the market environment (e.g., retail vs. online), the type of consumer (e.g., older vs. younger), and the type of product (e.g., hedonic vs. utilitarian goods), just to name a few. 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. 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. Additionally, the second part of this course will apply these theories and principles to real-world marketing problems.

      Review the course guide for more details.

      Taught by dr. D. Schley.

    • In this course, students will familiarize themselves with the main marketing research approaches for understanding consumer behaviour. Students will acquire knowledge on: (1) how to accurately measure and analyse consumers’ preferences, attitudes and choices, and (2) how marketing variables (such as product benefits, assortments, advertisements and retail environments) affect consumer behaviour. The course introduces the main methods for analysing consumer behaviour (e.g. structured and unstructured observations, experiments and survey research), and focuses on the design and analysis of experiments and surveys.

      Review the course guide for more details.

      Taught by dr. A. Ferecatu.

    • 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.

      Review the course guide for more details.

      Taught by dr. G. Paolacci.

    • 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. Student participation during the interactive lectures and meaningful contributions to the case discussions are essential. To facilitate interaction, the group will be split into two for some of the sessions. 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. Using a blended learning approach, the course tries to balance technicalities with marketing insights. Overall, the course is intended to make students well-informed users of marketing research, not becoming methodological experts.

      Review the course guide for more details.

      Taught by dr. X. Chen.

    • When you care about what you do, you will enjoy your work more, create greater impact, and be more successful in being a force for positive change. But it can be difficult to identify what your passion is, where your competencies and skills will be useful, and which professional environment and culture are the best match for you. RSM Career Centre has therefore developed a course aiming to put you in the driver seat of your own career and to support you in identifying and preparing for your first career step after graduation. 
      Through several online modules, the “Your Future Career “ course will help you make crucial steps towards landing the best suitable internship or job. Your career development begins with personal reflection on interests and motivations, before moving on to developing knowledge of the job market, functions, companies and industries. Once you have targeted your role and sector, you will intensively work on preparing your internship or job applications.

  • There are three elective tracks availble in the Marketing Management Masters:

    Brand & Product Management elective track:
    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.

    Digital Marketing & Analytics elective track:
    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

    Individual Study Plan elective track
    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 from the Brand and Product Management track or Digital Marketing and Analysis track.  You can also choose an elective offered by other MSc programmes at RSM, but no more than one non-marketing elective.

    • 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

    • 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

    • “Marketing Analytics” refers to a broad range of activities that rely on data to improve marketing decisions. As the amount of data available to even the smallest companies continues to increase, companies of all types will continue to embrace this exciting and growing field.

      Marketing analysts need to possess a diverse skill set. Although experience with programming and statistics is important, technical skills alone are typically not sufficient for success. Analysts must understand the business context they work in so that they can sensibly interpret results. Furthermore, marketing analysts must be able to clearly and persuasively communicate their insights to managers. This course provides hands-on opportunities for you to develop and integrate these diverse skills. In the first half of the course, we emphasize the technical—reinforcing skills obtained from previous courses (e.g., statistical analysis of data, multiple regression) and developing new ones (e.g., advanced data visualization, demand estimation). In the second half of the course, we emphasize 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 balances the strategy and tactic side of digital marketing by not only examining how to develop digital marketing strategies to increase shareholder value and sustain competitive advantage but also creating hands-on experiences with different digital marketing tools. With a systematic approach, we will explore various managerial problems such as how to design a website and drive traffic, how to optimize search engine efforts, how to purchase inventory for online display advertising, and how to allocate budget to different online communication channels. With these discussion, this course aims to shape your perspective as a digital marketing leader.

      Review the course guide for more details.

      Taught by dr. X. Chen.

    • 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 Choice Architecture 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 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 A. Smidts.

    • 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 Nintendo’s Wii U never catch up with Nintendo’s projected sales shortly after the introduction? In contrast, what explains the success of a service like Airbnb or the Pokemon Go game. Within two weeks after its introduction, the game had 40 million daily active users. 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 Y.M. van Everdingen.

    • 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.

    • Price setting is a crucial aspect of a marketing strategy, involving both supply-side factors (e.g., costs) and demand-side factors (e.g., consumer willingness to pay). Pricing approaches have evolved from very restrained economic and financial perspectives to a broader consumer-oriented framework. In this course, we will study different approaches to have a comprehensive understanding of the economic, strategic, and behavioral considerations that impact a pricing strategy. We will study theoretical concepts linked to economic and behavioral approaches to pricing, value pricing, price customization/discrimination, price bundling and multi-part tariffs, dynamic pricing, retail pricing strategies, pricing for goods/services with externalities, and pricing in two-sided markets. We will use examples and case studies from various product categories such as consumer packaged goods, financial services, and cell phone plans.

      Review the course guide for more details. 

      Taught by dr. A. Ferecatu.

    • More information to come

      This course is taught by A Lemmens


    • Think about the brands that inspire you, those that 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 behavior, 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.

      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 Quentin André

    • 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 behaviour in online buying and social media use.

      Review the course guide for more details.

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

    • 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.J.P. Lembregts.

    • This course discusses the benefits and risks associated with the use of digital footprints for marketeers, consumers, and policy makers. Brand managers can use detailed consumer level data to gain better insights about their target group and to adapt their communication and branding strategies accordingly. At the same time, consumers and policy makers are becoming more concerned about how digital footprints are collected and used. This course will help you develop an in-depth understanding of potential ethical issues related to digital footprints and measures that can mitigate such risks (e.g. the EU General Data Protection Regulation).

      Review the course guide for more details.

      Taught by Ana Martinovici

  • A limited group of 20-25 students will be selected to follow an additional course that runs across the 3rd and 4th block of their studies. During the sessions, faculty members and marketing practitioners will discuss relevant and current themes in marketing, such as branding and social media.

    Researchers within the department will present their own and others’ latest research in these areas and discuss it with the students. Practitioners and alumni will be invited to some of the sessions to give the programme a more applied flavour. The programme will also feature company visits. The sessions will be highly interactive and require a strong preparation consisting of reading and summarizing relevant literature. Cooperation will be sought with external partners, who will discuss the topics from their practical perspective.

    Participation will be limited to the best students in the MSc programme of Marketing Management. The first step in the selection process will be a ranking based on all core courses (Blocks 1 and 2, weighted by ECTS). In the second step in the selection process, the highest ranking students will be asked to submit a motivation letter.

    Review the course guide for more information.

    Taught by dr. A. Klesse and dr. C. Lembregts.

  • Marketing Management Thesis Clinic - 4 EC

    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.

    Review the course guide for more details.

    This course is taught by dr. G Paolacci

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.