MajorMinor Marketing TEWBE Prof dr Siegfried Dewitte September

Major/Minor Marketing TEW/BE Prof. dr. Siegfried Dewitte September 23, 2019

• Marketing management • Brand manager, • Deciding on advertising, pricing, product development, retail negotiations for a brand • Sales manager, • Management of a firm's sales operations. • Sales and resulting profit drive most commercial business. • Sales planning, sales training, sales reporting … • Marketing manager, marketing director …. 2 Faculty of Economics and Business

• Marketing management • Brand manager, • Sales manager SERVICES FAST MOVING CONSUMER GOODS 3 Faculty of Economics and Business

Marketing management • Brand manager NON FOR PROFIT MARKETING • Sales manager DURABLES FASHION

• Retail management • Day-to-day running of stores or departments. • Profit center • Deciding about assortments, pricing, promotions • Staff management, Financial management • Category management • A Retail Category Manager is an in-store expert in the visual merchandising, pricing, management and sales of a certain group or type of products 5 Faculty of Economics and Business

• Marketing service companies • Advertising: account executive • Marketing research • Product development and design • Marketing analytics 6 Faculty of Economics and Business

MBE/TEW Marketing Strategy Modeling AND Choose 3 of Brand Management Global, B 2 B & Service Marketing Social Marketing Digital Marketing 7 Faculty of Economics and Business

Marketing Strategy Modeling What is my current competitive position, and what are the appropriate strategies and tactics that should improve my position? Theory (3 ECTS) State-of-the-art concepts, theories and models on key strategic marketing issue Practice (3 ECTS) Practice marketing decision making 8 Faculty of Economics and Business

Brand Management What are strong brands? How to develop, manage and exploit them? • The concept of brands (definition, function, strategic consideration) • The psychological foundations of brand equity (cognitive, emotional and motivational approach) • The management of brands (communication, brand line extensions, brand communities) 9 Faculty of Economics and Business

Global, B 2 B & Service Marketing Global Influence of culture; international entry; international branding, international pricing, promotions & advertising B 2 B market segmentation & targeting, value propositions in a B 2 B context, B 2 B marketing processes (channels, customer relationships, partnerships …) & financial perspective Service quality, and measurement of customer loyalty; Service Innovation; Development of the servicescape; Roles of service personnel and customers in service delivery; Management of customer experience 10 Faculty of Economics and Business

Social Marketing How can authorities use marketing techniques to address societal problems? • The concept of social marketing • The societal side-effects of marketing (choice load, information load, overconsumption) • Three main roads towards behavioral change (persuasion, incentive structure, choice architecture) • Related concepts (cause-related marketing, social innovation, ethical questions) 11 Faculty of Economics and Business

Digital Marketing • Theoretical part • • Develop a digital marketing mindset How does digital marketing fits within marketing strategy Theoretical frameworks for managing digital marketing Reflect on the ethical aspects • Practical part 12 Faculty of Economics and Business

Minor Marketing • Minor Marketing TEW (12 ECTS) It is not possible to combine the major and minor Marketing in TEW • Two courses Major Marketing MBE/TEW • Minor Marketing MBE (12 ECTS) • Courses Major Marketing MBE/TEW • Behavioral Economics • Marketing Response Models It is possible to combine major and minor Marketing in MBE 13 Faculty of Economics and Business

Market Response Models Is my marketing strategy working? (What) do I need to adapt? The state-of-the-art in implementable marketing models using historical data • Marketing models for marketing planning and forecasting • Design of sales response models • Models of competition • Well-known marketing models • Market-share attraction models • Granger-causality testing 14 Faculty of Economics and Business

Behavioral Economics What is rational and irrational behavior in markets? • How do individuals and families make allocation decisions between saving, investing, and spending? • What are the consequences of consumption on welfare? • What are the possible consequences for managerial decisions of bounded rationality, bounded willpower, and bounded self-interest? 15 Faculty of Economics and Business

Master’s thesis in Marketing Some exemplary topics • Retail service innovations and retail performance (Lamey) • Stimulating sustainable transportation behavior (Bruyneel) • The acceptability of self-driving cars (Larivière) • Nudging sustainable behavior in the FEB (Nowlan, Bruyneel, Dewitte) • Building resistance to market influences leading to food (over)consumption (Dewitte) 16 Faculty of Economics and Business

MBE/TEW 15 ECTS Master’s thesis • Students work (as much as possible) in pairs • Themes from all areas of marketing are proposed. See TOLEDO-page for all instructions. 1) • students propose 4 ranked topics by October 9. Students can also propose as a fixed pair • Allocation and communication by October 11 on TOLEDO • Your own personal proposal is still possible. 17 Faculty of Economics and Business

MBE/TEW 15 ECTS Master’s thesis • Length of thesis: approx. 10000 words, 3000 of which are individual work. • Strict timing → feedback • Clear 1) structure (3 parts): literature, empirical part, discussion Important: scientific marketing literature, statistical analysis of empirical work! • Evaluation: paper and poster presentation 18 Faculty of Economics and Business

QUESTIONS?