Accountancy - Tilburg University, The Netherlands

Marketing Research
Prof.Dr. Marnik Dekimpe
Professor of Marketing Models
At a Glance
Name
Marketing research
Characteristics
What is the effect of price promotions on company
How marketing models help take the
mystery out of marketing
effects of price promotions. These effects were subsequently
linked to variables such as the intensity of
Croho* 60064
sales? How do we measure the effect of price changes
competition in each category, the nature of the category,
Duration
1-year Master’s programme
on the brand choice of an individual consumer?
“The modern marketing manager is presented with a
and the extent of advertising usage in the category. Two
Type
Full-time
The MSc programme in Marketing Research teaches
new challenge: how to analyse information accurately
important findings emerged from this study: long-run
Title
Master of Science
you how sound research can lead to more effective
and efficiently, and how to use it to enhance marketing
primary-demand effects of price promotions are very
Education
Interactive lectures, computer
marketing decisions. More specifically, you are trained to
productivity. Marketing models are tools for achieving
rare, and price-promotion effectiveness is lower in
exercises and workshops
collect, analyse and disseminate quantitative information
these objectives. The course Marketing Models introduces
categories with a lot of image-oriented advertising, and
Language of Instruction
English
in a systematic and objective way. By doing so, you will be
students to the state-of-the-art in implementable marketing
in categories characterised by frequent new-product
Exams
Written exams and
able to provide invaluable input to marketing managers,
models. The emphasis is on models based on the
introductions. The study combines different things we
assignments
who often operate in a complex and demanding
statistical interpretation of historical data available to the
find important in research and teaching: the application
Best Preparatory
environment in which they make their decisions.
company. Questions we deal with are, amongst others,
of -one- advanced econometric techniques to -two-
Bachelor’s
BSc International Business,
Business Administration or
Is this the right programme for me?
how effective is advertising spending; will the frequent use
of price promotions make customers more price sensitive,
managerially relevant problems, and -three- using
real-life data.
Economics and Operations
The MSc in Marketing Research is aimed at students
and therefore undermine the long-run value of a brand?;
Research
with an interest in the collection and quantitative analysis
does it pay to invest in trade-show participations, and
Core Courses
Advanced Marketing Research
of marketing data. By reporting the results and drawing
what are key drivers of trade-show effectiveness?
and Marketing Models
conclusions, marketing researchers are able to support
By answering these questions we show how marketing
Career Prospects
Marketing Researcher,
marketing decisions on pricing, advertising, segmentation
models help take the mystery out of marketing. Students
Consultant, Market Analyst,
and other marketing issues. During the course of the
will gain first-hand experience analysing real-life data sets
PhD track
programme, you will learn how to use state-of-the-art
in several homework assignments.
Start
September
research methodology to become a highly trained
Information Day
27 November 2008 and
marketing analyst.
During the course, numerous examples from recent
16 May 2009
research are presented. For example, we describe a recent
More Information
www.tilburguniversity.nl/masters
study on the category-demand effects of consumer price
promotions across over 560 consumer product categories
* Registration Code for Dutch students to register with the
in the Dutch supermarkets. Multivariate time-series
IB-Group.
techniques were used to quantify the short- and long-run
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