Master of Marketing Analysis: Advanced master program in customer intelligence

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    Master of Marketing Analysis: Advanced master program in customer intelligence - Presentation Transcript

    1. Information about the Master of Marketing Analysis State-of-the-Art Customer Intelligence www.mma.UGent.be
    2. 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
    3. Components “Master of Marketing Analysis”
    4. 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
    5. Academic Academic Year Year 2004 - 2005 2004 - 2005 Academic Year 2002 - 2003 Academic Year 2005 - 2006 Academic Year 2003 - 2004 Academic Year 2001 - 2002
    6. 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
    7. 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
    8. 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
    9. 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
    10. 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
    11. 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
    12. Project A real-life project in a real company Examples include: In small groups Evaluation/grading by internal teaching staff the company
    13. Example of Our Close Cooperation With Industry: VUM (newspaper publisher)
    14. Guest speakers share their experience Johan Page (former emp. of Bekaert Belgium) Barry Leventhal (NCR Teradata UK)
    15. Visiting DMD’s Mail-Order Operations
    16. 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
    17. 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

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