Master Marketing Management & Marketing Research april 2015

MSc Marketing Research

/ Marketing Analytics

Anick Bosmans

(Academic Director Marketing Masters @ Tilburg University)

Severine Hennissen

(MSc Marketing Management, recently graduated)

(MSc Marketing Research, writing her thesis)

Agenda

• Why Marketing?

• Why Marketing @ TiU?

• Our MSc Programs in Marketing

• Learning Objectives

• Teaching Philosophy

• Structure of our MSc Programs

• Sneak Preview of (some of the) Courses

• The Master Thesis

• After Graduation: Career Perspectives

• Opportunity to Ask Questions

Why Marketing Analytics?

• Marketing Analytics is a rapidly growing field

• We are living in a “big data” world

• Harvard Business Review calls business analytics “the sexiest

job of the 21st century”

• Big Data vs. Analytics: One of the key success factors for

business organizations is to turn (big) data into valuable

information to support their decisions

Why Marketing Analytics @ Tilburg University?

• MSc Marketing Analytics enables students to:

• Design and conduct a valid and reliable assessment of the market, that allows for:

• Descriptive analysis and data prediction

• Determination of causality

• Formulation of models to assess optimalization and ROI

• Analyze (big) data to:

• (Micro)-Target your customers

• Segment your market

• Predict customer satisfaction and purchase behavior

• Analyze the impact of (digital) marketing activities and campaigns

• …

• Make informed marketing decisions on relevant (big) data


• Marketing Department has:

• Outstanding Reputation in Research and Education:

• Elsevier ranking (education): TiU best specialist university

• UT Dallas ranking (2014), worldwide (research in marketing):

– Worldwide: 13th position

– In Europe: 1st position (2: London Business School; 3: Erasmus University Rotterdam)

• Top Quality Professors:

• Top researchers

• Excellent teaching ratings

• As experts in their discipline, they have strong ties with practice


• Unique focus on (big) data analytics in the field of marketing,

combined with marketing strategy

• Two entry moments

• Possibility to link Master Thesis to internship

• Excellent career prospects

Meet Severine Hennissen

Education

2010: Bachelor Business

Administration

2013: Master Marketing

Management (graduated)

2013: Master Marketing

Research (writing my

thesis)

Internships

2014: Koninklijke

Peijnenburg

2015: Blue Mango

Interactive

Our MSc Marketing

Analytics

Learning Objectives

• Knowledge:

• Contemporary research methodologies and techniques to analyze the market and implement marketing policies

• Skills:

• Programming skills

• Problem solving skills

• Presentations skills

• Critical reflection: on one's own and other people's work

• Attitudes:

• Mindset to be open but critical towards new challenges and developments

• Involving others

• Life long learning: mindset to critically follow the developments in science and society

Teaching Philosophy: Engage and Stimulate

by Linking Theory to Practice

The Program

• Focus is on Marketing Analytics (including recent trends

in Big Data):

• Introduction to Research in Marketing

• Choose 5 Marketing Analytics courses (Customer

Analytics, Research in Social Media, Market Assessment, Conjoint

Analysis, Experimental Research, Business Intelligence and Data

Management, …)

• Choose 1 Marketing Management course (Strategic

Marketing Management, Brand Management, Marketing Channel

Management, Marketing Communication)

• Master Thesis

• Optional: Google Online Marketing Challenge (2 ECTS),

L’Oreal Brandstorm (2 ECTS)

The Program (prov. 2016-2017)Unit 1 Unit 2 Unit 3 Unit 4

A. Introduction to Research in Marketing

B. Conjoint Analysis A. Introduction to Research in Marketing

B. Customer Analytics

D. Brand Management

B. Market Assessment D. Strategic Marketing Management

B. Research in Social Media

D. Marketing Channel Management

B. Survey Methodology

D. Marketing Communication

B. ExperimentalResearch

C. Business Intelligence and Data Management

C. Structural Equation Modelling for Business

C. Business Analyticsand Emerging Trends

C. Marketing Models C. Analytics for Business and Governance

C. Panel Data Analysis

Optional: Google Online Marketing Challenge

Optional: L’Oreal Brandstorm Challenge

Master Thesis Master Thesis

Introduction to Research in Marketing (cluster A) + 1 Managerial Course (cluster D)+ (5 cluster B courses) OR (4 cluster B courses + 1 cluster C course) + Master Thesis

Sneak Preview of

Courses

Sneak Preview – Research in Social Media course

• What?

• Techniques to analyze big data from online social networks (e.g., Facebook), social publishing services (e.g., Twitter), social entertainment providers (e.g., Spotify) and social commerce websites (e.g., Amazon.com).

• Topics include: online text and sentiment analysis, recommendation algorithms ("Customers who like X, also like Y"), social network analysis,…

• Programming skills

• Course structure:

• Lectures + weblectures (instruction) + guestlectures (e.g. Musicmetric)

• Tutorials and in-class presentations

• Various Team and individual assignments: Social Media Challenge (Musicmetric), Facebook API, Campaign effectivenss on Twitter

• Course materials: lecture sheets + selected papers

• Grading: team + individual assignments

Sneak Preview – Research in Social Media

course

In 2013, there were 30% less visitors that came to Pinkpop.

Was something wrong with the line up?

How to investigate?

Sneak Preview – Customer Analytics course

• What?

• Techniques to analyze big data from company databases

• Topics include: selecting customers for a direct mail campaign, estimating customers’ life time value of a customer

• Course structure

• Lectures + guestlectures (e.g. BlueMango, Bol.com, KPN)

• Assignments on real-life databases

• Course materials: lecture sheets + selected papers

• Grading: exam + team assignment

• Based on a large database of bol.com, select those customers who

should – based on your model predictions – receive a mailing with

regard to a promotional discount on DVS purchases

• Predict which of the customers is no longer “alive”, and forecast the

expected number of purchases in the next year

Sneak Preview – Customer Analytics course (cont.)

Sneak Preview – Conjoint Analysis course

Product design decisions are higher complex…

All watches tell time. This one helps you make the most of it.

Sneak Preview – Conjoint Analysis course (cont.)

Because a product is characterized by many, many, many attributes…

… and we don’t know which ones customers want


Only for the bracelet, so many possibilities exist…


Conjoint tells us what features matter

… and predict future market shares of new products!Source: Melbourne Business School.

Internship @ Blue Mango Interactive

Severine: Applying learned knowledge in

the working field

Experimental Research

A/B Testing: which advertisement receives the most clicks?

Version A: left Version B: right

Experimental Research

Showing a comparison with the main competitors leads to more conversions


UpliftCTR: +368%

Marketing Communication

What is the best way to frame your message?


Social Proof: Already 9 new millionaires

Authority: Part of Staatsloterij

Marketing Communication

What is the best way to frame your message?


Authority Social Proof

+62%

Master Thesis

- In your final two blocks (if you meet the pre-requisites)

- Can be:

- In collaboration with a company (note: not just an internship)

- In collaboration with a researcher of the Marketing departement

- Thesis coordinator checks academic significance of your proposal, and links you to a department supervisor

- Always involves data collection and analysis (not just literature review)

Some examples of MSc Theses…

• Fleur van der Heiden: “How to Increase Your Market Share in the Highly Competitive and Saturated Dutch Beer Market (A Broad Overview of the Drivers of Market Share in Retail)” (GfK)

• Rob van Tilborg: “Is it the fries or is it the price that makes people comes twice?” (GfK)

• Qianning Xia: “What are the influences of banner characteristics on the effectiveness of banner ads?” (MetrixLab)

• Yvonne Bolsius: “Advertising Repetition 2.0: How Tag-ons Affect the Attitude Towards the Ad and Recall of the Ad” (MetrixLab)

• Eveline Huisman: “How to get the most out of banner advertising: A systematic comparison of prospecting and retargeting” (Blue Mango Interactive)

• Gerdien Ridderbos: “Consumers’ Brand Image and Positioning Perceptions on Social Media” (Underlined)

Thesis Severine: Search Engine Page on

Google

SponsoredResults

Organic Results

Effect of Search Task on Visual Attention

Two different search tasks:

• Informational: you want to find out which universities have an open

day in november.

• Transactional: you want to register for the master open day of

Tilburg University

How to measure?

• With eye-tracking I collect eye fixations and eye fixation durations

Extra Curricular Activities supported by the Program and Teachers

• Experience and create online marketing campaigns using Google

AdWords and Google+. Over 80,000 students and professors from

almost 100 countries have participated in the past 7 years.

• With a $250 AdWords advertising budget provided by Google,

students develop and run an online advertising campaign for a

business or non-profit organization over a three week period.

Extra Curricular Activities

Extra Curricular Activities

• L’Oreal International Brandstorm case:

• Business competition for students to unleash their creativity and apply ground-breaking ideas to one of L'Oréal's international brands and distribution channels.

• Played by more than 70,000 students worldwide (with over 100 Universities)

• Work on real life challenges and be coached by top L'Oréal executives

• Last year:

– Travel Retail assignment for Lancome

– 6 TiU teams participated

– April 1st: Campus Finals

– April 30th: National Finals @ L’Oreal Headquarter Hoofddorp

– June 18th : International Finals @ Paris

Extra Curricular Activities – Study Association

Asset

• Formal activities: Dutch Marketing Thesis Awards, The International Marketing Expedition (TIME), Marketing Recruitment Day, NationaleMarketing Strijd, Markethings Week, Economic Business weeks Tilburg….

• Informal activities: Marketing Event, Commercial Night, Study Trip,…

Why Asset?

• Get in touch with companies

• Meet new people

• CV building

• Personal development

• And… lots of fun!

After Graduation:

Career Perspectives

After graduation: career perspectives

• Marketing research agencies

• Consulting firms

• Research departments of large companies

• …

• As: Data scientists, Customer Intelligence Specialists, Market(ing)

Analysists,…

Where our alumni work …

Our alumni

Our alumni (cont.)

Student Career Center & TiSEM Career Services

Your career starts now!

We can help you with:Study/Master choices, Career orientation,Career & Application skills

We offer:• Walk-in consultation for CV & letter of application• Workshops (for example Talent management, LinkedIn)• Individual support• Career Mentor Program & Career Portal

More information:

tilburguniversity.edu/studentcareercenter

Visit us now:

On the Master’s Fair from 18.15h to 19.30h in the Academia Building

http://www.tilburguniversity.edu/students/labor/careerservices/training/

http://www.tilburguniversity.edu/students/labor/careerservices/training/

Master’s fair

Come to the Master’s fair (in Academia building) and get in contact with

companies, students, study advisors and program coordinators!

Break 18.15h till 19.30h

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For all students:

• Enroll via Studielink

Non TiSEM students who want to enroll in a (Pre-)

Master also need to:

• Submit an application for admission

For more information go to:

www.tilburguniversity.edu/education/masters-programmes/admissionprocedure/feb/

Admission & Application

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Questions?

[email protected]