Information about the
Master of Marketing Analysis
State-of-the-Art
Customer Intelligence
www.mma.UGent.be

Mission Statement
Creating customer intelligence specialists in the
marketing domain of analysis (more specifically,
analytical customer relationship management
(CRM)) to support business marketing strategy and
marketing decisions of the firm
Strong need for staff capable of transfering the
huge amount of available data into useful marketing
information
Advanced-master courses:
Prof. dr. Dirk Van den Poel Focus on team work, self-study, (group) discussion, active
Program Director participation
Master of Marketing Analysis
Closer to professional life after your education (no formal
exam period), permanent evaluation

Components
“Master of Marketing Analysis”

Background
Ghent University (www.UGent.be)
largest public university in Belgium (29,000 students)
Faculty of Economics and Business Administration: 1,900
students of which about 150 « master after master » students
Department of Marketing
Master of Marketing Analysis
Eighth edition (t-1: 17 graduates (3 hired by our own
department), t-2: 16 graduates (1 hired), t-3: 22 graduates, t-4:
29 graduates (2 hired), t-5: 18 graduates, t-6: 23 graduates (6
hired))
Seventh year with international students

Academic Academic
Year Year
2004 - 2005 2004 - 2005
Academic Year
2002 - 2003
Academic Year
2005 - 2006
Academic
Year
2003 - 2004
Academic Year 2001 - 2002

Master of Marketing Analysis
Unique Selling Proposition of the program:
one-year program in customer intelligence taught in English
a specialized program
an in-depth quantitative approach
newest techniques in marketing analysis and communications
real-life project for a real company
involvement of world experts
strong foundation in scientific research
problem-focused education with professional support
freedom to build your own program
opportunity to spread courses over 2 years

Participants: Full-Time Registered Students
Academic Year Oct. 2006 – July 2007
By country of origin:
Belgium
Universities (K.U.Leuven (1),
Ghent University (9))
Colleges of higher
education (EHSAL (1))
(1)
Nigeria (1), Macedonia

Schedule: Principles
All courses: 1 fixed morning
but: no traditional courses
discussion of papers, exercises, guest speakers, …
Afternoon:
preparation cases, exercises, papers,...
Almost no classical exams:
permanent evaluation (active learning methods) exam
papers & limited tests … with PEER evaluation
Team work: random group assignment

Facilities
Marketing staff: 2nd floor of main building
Computer rooms
5 PC-rooms with a total of about 200 PC’s for 1900 students
– PC room 1: entrance of Hoveniersberg (50)
– PC room 2: next to auditoria (25)
– PC room 3: entrance of Sint-Pietersplein: master students only
– PC room 4: master students only
– Library: 60 PC’s
Printers in all PC rooms
Software (available to students): SAS, Matlab
Marketing Computing Facilities
85 servers:
– OS: 80 Linux, 5 Windows 2003 Servers
– 50 Tb of disk storage
Library: electronic availability of papers: www.lib.ugent.be
Electronic learning environment: minerva.ugent.be

Program
Overview of the Program
Current Communication Marketing Information
developments in Systems/Database
Skills
marketing Marketing
Students Marketing
Market research Marketing models
choose 2 Communications
and Methodology CRM
out of 3 parts
PROJECT

Content
Students choose 2 of these 3 parts
(BUT FIRST PART of Marketing Models/CRM is mandatory):
Market Research and Methodology
– Concepts: reliability, validity
– Qualitative research, experimental design, trade-off analysis
– Software: ACA, ATLAS, LISREL, GLIMMIX, SPSS
Marketing Models / CRM
– Analytical CRM: churn analysis, cross-sell analysis
– Data mining techniques: decision trees, neural networks, …
– Software: SAS, Matlab
Marketing Communications
– Advanced consumer behavior (consumer needs, motivations)
– Branding & brand communication

Project
A real-life project in a real
company
Examples include:
In small groups
Evaluation/grading by
internal teaching staff
the company

Example of Our Close
Cooperation
With Industry: VUM
(newspaper publisher)

Guest speakers share their experience
Johan Page
(former emp. of Bekaert Belgium)
Barry Leventhal (NCR Teradata UK)

Visiting DMD’s Mail-Order Operations

Webpages
www.mma.ugent.be
www.crm.ugent.be
Strong foundation of our master
program in scientific research
See a list of our academic papers
(full-text download)
www.datamining.ugent.be

Master of Marketing Analysis
Fees (for the entire program !!!)
Tuition fee approx. 515 EUR
Participation MMA max. of 400 EUR
(copies, books, use of software, …)
BUT: serious admission requirements
Visit us at
http://www.mma.UGent.be
E-mail: mma@UGent.be