1. Welcome
to Maastricht University
Faculty of Economics and Business Administration
Maastricht University Innovation at it’s finest:
The Marketing-Finance MSc
New, Unique, and Looking for talent…

2. Faculty of Economics and Business Administration
New:
First group starts in September
Unique:
No other University offers it
Looking for Talent:
Graduates of this program
are highly in demand
MSc International Business
Marketing - Finance

3. Faculty of Economics and Business Administration
The questions we will address today:
• What is Marketing-Finance?
• Why study the Marketing-Finance interface?
• What are the career prospects?
• What is the program?
• Who is who?

4. Faculty of Economics and Business Administration
What is Marketing-Finance?
Marketing-Finance is the bridge
linking financial rigor with marketing savvy...

5. Faculty of Economics and Business Administration
Why Marketing-Finance?
• First-mover advantage
– Maastricht University is the first university in the world to
offer this master  You are unique!
• Unique skill sets
– Translating marketing activities to financial bottom line
– Developing successful financial products
High demand in every sector…

6. Faculty of Economics and Business Administration
What are the career prospects?
• Plentiful in all organizations, especially:
– Financial Services & Management Consulting
• You will be the one that
– creates innovative and
successful financial products.
– links marketing actions to the
financial bottom line of the company.

7. Faculty of Economics and Business Administration
What is the program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

8. Faculty of Economics and Business Administration
What is the program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

9. Faculty of Economics and Business Administration
Block 1: Shareholder Value
and Market-Based Assets
• This course is the foundation
of the marketing-finance interface.
• You learn how market-based assets,
contribute to shareholder value.
• Market-based assets include:
Customer
Relationships
Channel
Relationships
Partner
Relationships

10. Faculty of Economics and Business Administration
Block 1: Getting an early start
on your Master’s Thesis
The Marketing-Finance Master is different
than the other masters:
We get an early start on your thesis
right from the first term.
We make sure you interact with business
from the start of your master.
This is a new discipline, so you engage in
innovative and highly relevant thesis topics

11. Faculty of Economics and Business Administration
The program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

12. Faculty of Economics and Business Administration
Block 2: Institutional Investors
• This course approaches institutional investors with
a marketing-finance perspective.
• The topics addressed are practical:
Asset-liability management
Strategic asset allocation
Pension fund governance
Socially responsible
investments

13. Faculty of Economics and Business Administration
Block 2: Return on Relationships
 What are the long-term impacts of customer
relationships on shareholder value?
 How do marketing relationships result in net
income?
 You learn advanced analytical techniques you can USE.
 You will evaluate relationship marketing
strategies in a national and international context.

14. Faculty of Economics and Business Administration
The program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

15. Faculty of Economics and Business Administration
Block 2A: Writing a Master’s Thesis
• The thesis-writing workshop gets you moving:
– You already have a topic from block 1
– You acquire writing skills
– You improve your organizational skills
– And you can apply them right away!
• You stay on schedule and focused so you will:
Finish on time!!

16. Faculty of Economics and Business Administration
The program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

17. Faculty of Economics and Business Administration
Block 3: Behavioral Finance
• How psychology affects financial markets and decision-making.
• Interdisciplinary approach:
•Consumer behavior
•Marketing
•Psychology Understand financial decision-making!!
Of Individuals
Of Corporations
•What for?
Financial product development
The Marketing of Financial Services

18. Faculty of Economics and Business Administration
Block 3: Value Based Marketing
• Consumers don’t buy products: they buy value…
– Consumers go to the company that provides the most value
for the lowest price.
• Learn about value-based marketing strategies
– Apply to financial products and services
• Real-life managerial context during the course!

19. Faculty of Economics and Business Administration
The program?
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

20. Faculty of Economics and Business Administration
Block 4: Financial product development:
a Marketing-Finance Approach
• Learn to integrate traditional financial product development
with marketing-based product development.
• Creating successful financial products means using finance
and marketing together
Finance tells you what is technically feasible,
Marketing tells you if consumers want it!
Create successful
financial products!!

21. Faculty of Economics and Business Administration
Wrapping up the Master’s thesis
• You have:
– One year of business interaction
– One year of academic support
– An innovative thesis topic
Block 4A has arrived!
No problem!
You have been working on your thesis all year
long and you are ready!
And an exciting job waiting for
you when you have defended!

22. Faculty of Economics and Business Administration
That’s the Program!
M.Sc. IB – Marketing-Finance
Term 1
1
Shareholder Value
and
Market Based Assets
Master’s Thesis
2 Institutional Investors Return on Relationships
2A
Skills Training Course:
Writing a Master’s Thesis
Term 2
3 Behavioral Finance Value-Based Marketing
4
Financial Product Development: A
Marketing Finance Approach Master’s Thesis
4A Completing the Master’s Thesis

23. Faculty of Economics and Business Administration
Who’s Who in Marketing-Finance?
Program Director:
Prof. Dr. Ir. Joost M.E. Pennings
Program Co-Director:
Dr. Arvid O.I. Hoffmann

24. Faculty of Economics and Business Administration
Who’s Who in Marketing-Finance?
Marketing Courses:
Shareholder Value & Market Based Assets:
Dr. Arvid O.I. Hoffmann
Return on Relationships:
Dr. Elisabeth Brüggen-Deutskens
Value Based Marketing:
Dr. Piet Pauwels
Finance Courses:
Institutional Investors:
Prof. Dr. Rob Bauer
Behavioral Finance:
Dr. Arvid O.I. Hoffmann
Financial Product Development:
Prof. Dr. Ir. Joost M.E. Pennings

25. Faculty of Economics and Business Administration
Thanks for coming!
For more Information,
visit:
www.unimaas.nl/marketingfinance
Any Questions?