Accountancy - Tilburg University, The Netherlands

Career Prospects
Marketing researchers do not need to worry about their
future, as job opportunities are excellent, countless and
broad. More specifically, there is an urgent need for people
Research. If you have a relevant university degree of
another university, the Admission Board will assess
your application. For more information see chapter
‘Application and Admission’.
who have knowledge and skills in both marketing and
research methodology. In practice, marketing researchers
work for either research and consultancy firms or customers
of these firms. Hence, they work in different markets and
often with a wide variety of products (retailing, fast-moving
consumer goods, services, etc.), focusing on a range of
marketing issues such as segmentation, pricing and
advertising. In addition, this programme is an excellent
basis for an academic career in marketing.
Admission Requirements
In order to have direct access to the Master’s programme
in Marketing Research, a solid basis in the following
areas is required:
• Mathematics and Statistics
• Academic Training
• Economics
• Management
• Finance or Accounting
• Marketing
A Bachelor’s degree from Tilburg University in Business
Administration including the course Marketing Research
or Econometrics and Operations Research, including the
courses Marketing 1, Marketing Research and Consumer
Case
Measuring the effectiveness of price promotions
Consumers are confronted with a never-ending sequence
of promotional actions, such as price promotions and
special displays in shops. Recent numbers show that
24% of consumer purchases in Dutch supermarkets and
38% of consumer purchases in U.S. supermarkets are
made ‘on deal’. The most prevailing form of promotional
action is the price promotion.
What impact do price promotions have on brand
switching? How do the frequency and timing of price
promotions affect purchasing? What is the role of price
promotions in new product success? Do price promotions
benefit manufacturers, retailers, or both? How do
competitors react to price promotions?
In the Marketing Research Master, we will explore how
advanced techniques involving quantitative models can
be used to provide an answer to these, and other,
Strategic Management
Behaviour, gives direct access to the MSc in Marketing marketing questions.
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