Accountancy - Tilburg University, The Netherlands

Prof.Dr. Els Gijsbrechts
Professor of Quantitative Marketing and
Head of the Marketing Department
Programme
Advanced Marketing Research
The programme consists of 60 Credits (ECTS), equivalent
During this advanced course you will cover a range of
to 1680 hours of study, offered over two semesters.
quantitative methods such as correspondence analysis,
Finding out what drives marketing
outcomes
The first semester starts in September, with exams in
December and January. The second semester runs from
February to June, but is divided in two. From February to
conjoint analysis and latent class analysis that are commonly
used in the fields of segmentation (consumer
analysis) and positioning (competitor analysis).
April, you will take two courses and start preparing for
“The members of the Marketing department are
your Master’s Thesis. From April onwards, you will be
Marketing Models
highly committed to making their marketing research
able to focus on your Master’s Thesis.
This course is aimed at formulating quantitative models
knowledge accessible to students, training them to
within the field of marketing and the use of these models
become excellent marketing researchers, transferring
ECTS
in analysing data obtained from consumer- or retail
knowledge and skills that students cannot learn
Advanced Marketing Research 6
panels. You will learn how to apply these models on an
through self-study. This is also clearly reflected in the
Marketing Models 6
individual basis and you will understand what the
content of the programme.
Strategic Marketing Management 6
advantages and limitations of these models are.
2 Electives from: 12
My own research concentrates on the use of
You need not be excellent at mathematics, but you
- International Marketing
Experimental Research
marketing models to solve marketing problems.
should not be afraid of using statistical tools either.
- Empirical Applications
Experimental research is the main instrument of
For example, one of my recent papers is about
After graduation, you will most likely find a job in a
- Market Assessment
research in areas such as consumer behaviour or social
geomarketing: finding out how the impact of store
Marketing Research department in large companies.
- Micro-Econometrics
psychology. The purpose of this course is to provide
flyers on store sales and traffic differs with local
But you can also work for consulting companies that
- Simulation
answers to questions such as how to conduct experiments,
market conditions, and finding out how retailers can
give advice to firms in designing their marketing
Survey Methodology 6
which kinds of experimental designs will be used, and
use this knowledge to make their store flyers more
strategies. Or if you like to continue in an academic
1 Elective from: 6
how to statistically test hypotheses.
effective. If you wish to do the Master’s programme
career, doing this Master’s programme gives you a
-Experimental Research
in Marketing Research, you should be capable of
head start.”
-Marketing Information Management
Marketing Information Management
analytical thinking and have a strong interest in
Master’s Thesis 18
This course focuses on methods to estimate the long-
finding out what drives marketing outcomes.
term value of customers to a firm. You will also find out
This programme is provisional. For more information
how to identify the most profitable customers and how
about the programme and the courses, please check
to optimally allocate marketing resources to customers.
the electronic study guide on our web pages at
84
www.tilburguniversity.nl/studyguide
85