Erasmus School of Economics - Erasmus University Rotterdam
MSc Economics and Business - Specialisation in Marketing
Rotterdam, 荷兰
期间
1 Years
语言
英语
步伐
全职
报名截止日期
01 May 2024
最早开始日期
Sep 2024
学费
EUR 2,314 / per year *
学习形式
在校园
* statutory fee: dutch / EEA students; institutional fee: dutch / EEA students: € 12.600; non-EEA students: € 16.100
介绍
Our academic master's program focuses on three pivotal areas (marketing management, customer experience, and customer insights), forging a Pathway that is different from other marketing programs. Our specialization in these areas arises from the fundamental recognition that the relationship among them serves as the cornerstone for achieving and sustaining a strong market presence. Therefore, we hone in on these areas with a razor-sharp focus.
We guide our students to deeply understand marketing management, teaching them how to handle its complex challenges, to actively shape market trends, and to align it with the sales function. We see customer insights not just as data, but as the most important information for making key marketing decisions. Our focus on customer experience goes beyond basic interactions between the firm and its customers, diving into the emotional and psychological factors that impact customer perceptions and buying behaviors. We help our students see these three areas as an interlinked network, affecting every decision and result in marketing.
In our program, your ideas and creativity are not just welcomed, but crucial for problem-solving and innovation. The program is interspersed with frequent group assignments, offering you the rich opportunity to blend your group's creativity and collaborative efforts to address real-world cases. This iterative process of compiling, analyzing data, and formulating strategic conclusions and recommendations will not only sharpen your analytical and strategic skills but also forge a Pathway to practically apply your learning in realistic business scenarios. The emphasis on evidence-based decisions stands at the heart of the program, acting as a critical catalyst for not just comprehending but mastering the dynamics of marketing, which in turn, contributes to organizational growth and heightened profitability.
Why study Marketing in Rotterdam?
The marketing department of the Erasmus School of Economics is arguably one of the top marketing science groups in Europe. Here in Rotterdam, you will learn from award-winning and practice-experienced lecturers who contribute regularly to major academic publications and have close ties to business life as well, ranging from SMEs to multinationals. Our experts will share their marketing practice experience with you. The consistent and integrated use of data, data analysis, and insights will improve your decision-making capacity, and this will help you to ensure company growth and improved profitability. The department has trained many current and former top executives in the Netherlands and abroad. This is due to the intellectual, and academic rigor as well as the practical experience you gain during the program.
Do you aspire to become one of the next leaders in marketing and do you want to join the network of our thousands of marketing alumni? Do you share our students’ intellectual curiosity, analytical reasoning, creativity, team spirit, and open-mindedness? In that case, our marketing program is an excellent choice.
This study will bring you:
- Frequent interactions with companies, ranging from guest lecturers, workshops, and cases to career events
- A highly valued Marketing Master’s degree, which is very much appreciated by companies and institutions looking for new and young marketing talent
- Award-winning, frequently published as well as practice-oriented professors with excellent business community connections
- A valued degree from an established and recognized institute that is consistently highly ranked globally.
招生
课程
通过包含 60 个 ECTS 学分的专门课程获得经济学和商业硕士学位,重点是市场营销。
市场营销硕士专业包括核心课程、研讨会、选修课和硕士论文,分为五个部分,每个部分八周。
在第 1 部分中,您将首先学习三门核心课程(每门 4 学分),旨在培养我们计划的三个不同领域(营销管理、客户体验和客户洞察)的专业知识。在品牌和产品管理课程中,您将深入了解品牌以及如何开发强大的品牌形象,与客户产生共鸣并使您的企业从竞争对手中脱颖而出。此外,您还将在管理全渠道体验课程中学习如何创建以客户为中心的文化,优先考虑每个接触点的客户体验。最后,在客户智能课程中,您将了解如何使用各种方法(包括调查、焦点小组和社交媒体倾听)收集有关客户的数据。
在第 2 部分中,您将继续学习核心课程(营销分析和数据可视化),在其中您将学习如何使用分析工具和软件来分析客户数据。它还包括数据可视化工具和预测分析。您还可以选择两门选修课(每门 4 学分)。其中一门选修课必须是营销课程,而另一门可以是经济学和商业课程。有各种营销选修课程,例如通过数字营销吸引客户以及营销和销售协调,将帮助您进一步发展您的技能。
研讨会是硕士专业最重要的组成部分。对于这些最多 24 名学生的强化课程,积极参与和坚定承诺至关重要。您将从第 3 部分的第一个研讨会《战略营销领导力》(10 学分)开始,其中结合了营销策略模拟实践 (StratSim) 和基于讨论的课程(讲座、辅导和案例)。它将教学生如何将营销分析与战略决策联系起来,如何平衡短期和长期,以及如何在不确定的情况下做出决策。因此,模拟连接了战略营销的“理论”和“实践”,学生还将获得软技能和团队合作技能(学习如何划分角色、采用决策流程以及共同努力做出更好的决策)。
在第 4 块中,您可以选择一个研讨会来专门研究您感兴趣的主题,例如全球化世界中的营销、营销与社会的结合、设计新产品和体验以及利用见解创造客户价值。我们经验丰富的讲师将在课堂上展示富有洞察力的营销案例,并介绍具有良好营销实践记录的客座讲师,他们很乐意与您分享他们的经验。您将需要展示文献或案例应用的摘录,提出问题,表达疑问,并在课堂讨论中分享想法。
您应该已经开始考虑 12 月硕士论文的研究主题,最后三个部分将(部分)致力于硕士论文的写作,该论文基于您在导师的密切监督下进行的研究我们的学术人员。
课程包括:
- 34% 营销管理
- 33% 的客户体验
- 33% 的客户洞察
课程大纲
- 起飞大师
- 营销研究方法
- 品牌
- 销售和客户管理
- 营销研究设计
- 研讨会战略营销
- 研讨会
- 选修课
- 硕士论文营销
理想学生
这是你的正确选择吗?
您是否雄心勃勃地利用您的专业技能来领导营销活动?想要将创意转化为创新的、现实的营销解决方案吗?准备好利用客户洞察的力量来制定战略决策了吗?您准备好探索和增强客户体验和购买行为的关键方面了吗?在这种情况下,我们提供了一个令人兴奋的计划。
在伊拉斯谟经济学院获得营销学位将为您应对这些挑战做好充分准备,并在竞争日益激烈的市场中在营销实践中脱颖而出。如果您在以下个人资料中认出自己,那么伊拉斯谟经济学院的营销课程是一个绝佳的选择:
- 深入研究客户决策和营销管理的复杂性会引起您的兴趣。
- 将开箱即用的思维与务实的方法相结合对您来说是很自然的事情。
- 你总是渴望发现世界和你在其中的角色。
- 你雄心勃勃,有进取心。
工作机会
该计划使您能够塑造自己的营销未来,并追随我们营销团队培训的全球许多高层管理人员的脚步。
毕业后,您有多种选择来开始您的职业生涯。毕业生发现自己在各个行业和国家工作。在整个计划中,您将培养营销和领导技能,以实现您整个职业生涯的目标,无论是从事营销工作、担任顾问、企业家还是执行经理。我们的大多数校友在毕业后两个月内就找到了工作。您将在下面找到我们的毕业生通常加入的公司类型及其所担任的角色的示例:
- 各种小型、中型和大型公司(例如飞利浦、联合利华、雀巢、辉瑞、IBM 和微软等大型公司)的产品/品牌/营销经理
- Coolblue 和 Booking.com 等在线零售商的电子商务/活动绩效专家
- 咨询公司(例如麦肯锡、BCG、VODW)和跨国公司(例如谷歌、KPN)的营销分析专家或市场研究员
- 宝洁 (P&G)、联合利华 (Unilever) 和荷兰银行 (ABN-AMRO) 等公司的销售和客户经理
- 开发迎合消费者需求的新产品的初创企业家