The faculty of the Department of Marketing Management connects through the many projects and initiatives of the ERIM research programme Marketing (MKT).
Four focal areas drive the department’s work:
- Consumer Behaviour focused on the dynamics of consumer decision-making and behaviour, and how the consumer can be helped towards better choices.
- Marketing Management & Strategy focused on the behaviour and decision of marketing managers, and how they can be helped towards more effective behaviours.
- Marketing Modelling focused on the use of mathematical models and management support systems to help managers make better decisions.
- Neuromarketing focused on how neuroscience insights and neuroscience methods help us understand consumer responses to specific marketing actions.
Centres, Experts and Projects
The academics of the Department of Marketing Management are engaged in countless research projects in partnership with business, and with other international scholars.
These experts also head up, or work within, several significant Centres of Expertise:
Project Leader: Professor dr. ir. Ale Smidts
Economics, psychology, and neuroscience are converging into a single discipline with the ultimate aim of providing a general theory of human behavior: Neuroeconomics. The work of this centre is to understand the processes that connect sensation and action by revealing the neurobiological mechanisms that underlie decision-making.
Scientific Directors: Prof. dr. Gerrit van Bruggen, Prof. dr. ir. Benedict Dellaert, Prof. dr. Bas Donkers
More and more, firms work closely together with their customers in the value creation process. So the Customer Value Chains centre concentrates on such innovative strategies and models as multi-channel marketing, co-creation, user-generated content, mass-customisation, personalisation, and viral marketing.
Project Leader: dr. Gui Liberali
The lab combines Marketing and Operations Research to develop and disseminate better methods, concepts and tools that help firms improve the way they use the Internet to relate with their consumers. This includes new ways to design and optimize digital experiments, new multi-armed bandits algorithms (such as website morphing), and A/B testing.