of 35 /35

MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Embed Size (px)

Text of MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing...

Page 1: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year
Page 2: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

MSc inStrategic Marketing Management

Peter Jarnebrant!Associate Dean

Page 3: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Welcome!

•  Me: •  Sweden/U.S./Germany •  Associate Prof since 2014 •  Associate Dean since 2015 •  Research: Economic Psychology/Judgment & Decision

Making… •  Teaching: Consumer Behavior, Branding…

Page 4: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Purpose of this program

•  The purpose of the program is to educate market-oriented leaders for the modern economy who through their cutting-edge research-based training will work for the best companies.

•  What makes for a succesful company? •  How can you get there? •  How does marketing/market success translate into financial

success?

Page 5: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Learning goals

•  Knowledge

•  Skills

•  States-of-mind/Attitudes/Ways-of-thinking

Page 6: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why MSc?

•  Specialization/Depth •  Rigor

•  Theory •  Application

•  Language •  English •  Speaking/Discussing/Presenting •  Writing

Page 7: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why BI? The numbers:

•  106 nationalities are currently represented on campus •  10 in MSc Marketing

•  21,000 students. •  1,800 international students. •  260,000 people worldwide have education from BI. •  95% of MSc Candidates are in employment within one year of

graduation

Page 8: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why BI?

•  Reputation •  Accreditation

•  Triple Crown—unique in Norway, rare in general (<1%) •  International

•  Internship/Exchange/Double Degree •  Job market

•  Biggest ’supplier’ of managers to the top-500 companies in Norway

Page 9: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why marketing?

•  Essential to the entire functioning of the firm

•  From its mission/vision •  To success (eventually to the owners=the stock market)

•  Everything else is a support function!

•  More marketing dept power —> More financial success •  (Feng et al. 2015; JM)

Page 10: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why marketing? – Questions:

•  What are potential customer needs? Can we learn about them? – Market research, trend analysis •  Can we teach them? – Communication, market development

•  Can we satisfy them? •  Innovation, R&D, communication, distribution

•  Who to sell to? – B2C/B2B? •  Target market/segmentation

•  Can we turn a profit? •  Pricing/financial consequences •  Competitive analysis

Page 11: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why marketing? – Jobs:

•  Companies need people with strong analytical skills combined with an understanding of the market/consumers

•  Fun! •  U.S. presidential election •  Oscars •  From dirt to diamonds

•  Interesting jobs in interesting companies/organisations •  L'Oreal, TNS Gallup, Statoil, Telenor, Consulting companies, BMW, Orkla… •  Increasingly important in the start-up scene

•  Contributes to the success and income of the company •  Understanding •  Differentiation

Page 12: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Why marketing? – Developments:

•  Extremely exciting time in marketing •  More quantitative

•  Implementation is art and science •  Technology

•  Digital, social media, mobile marketing – earn vs capture attention •  More points of contact •  More data generated and stored –> More analysis needed •  —> More people that understand customers, have the tools

to collect data, understand analyses, draw conclusions, and implement them needed!

Page 13: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

What can you expect?

•  Full time program—your program!•  Considerably higher working load than in a bachelor program!•  More/higher level of learning vs. BA!•  Writing skills. Presentation skills. !

•  So, English is important!•  Classes, assignments, workshops!

•  Mastering Excel, Qualtrics, statistical software such as JMP, SPSS, Lisrel etc.!•  Closer work with faculty!

Page 14: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Masters level marketing at BI

•  Two options:!•  MSc Strategic Marketing Management!

•  “Specialization master”!•  MSc Business, marketing major!

•  “Generalization master”!

Page 15: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

First year – SMM

Understanding the consumer

Service marketing

Financial management

Fall Spring

Brand management

Multivariate data analysis

Marketing research and multivariate analysis

Applied business ethics

Marketing finance

Strategic management

Research methodology-marketing

Page 16: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

First year – BU

Understanding the consumer

Service marketing

Microeconomics

Fall Spring

Brand management

Mathematics

Marketing research and multivariate analysis

Applied business ethics

Marketing finance

Multivariate statistics

Research methodology-marketing

Page 17: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Second year – SMM Fall Spring

New product development and service innovation

Marketing Communication

Managing B2B Relationships

Pricing Strategies

Marketing Innovation Management

Strategic marketing

Master’s thesis

OR Internship/Exchange/Double degree

Digital Marketing

Page 18: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Second year Fall Spring

Strategic marketing

Master’s thesis ‘Third semester project’

Page 19: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Opportunities – SMM • Customisation:!• Electives!

•  Prerequisites!•  Preferences!

•  Diversity vs. Cohesion •  ’Method to the madness’

Page 20: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Opportunities – SMM •  International:!•  Exchange – third semester!

•  One semester abroad

•  Double Degree – second year!•  Get an extra MSc degree •  Univ. of Groningen; the Netherlands •  LUISS; Rome, Italy!

•  Highly valued and useful!•  Differentiation •  New perspectives •  Language, culture, personal and interpersonal skills

Page 21: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Opportunities – SMM •  Partner schools all over the world!

•  Fudan – Shanghai, China!•  Bocconi – Italy!•  Univ. of Wisconsin, Madison – U.S.!•  …Many more!

•  Internship!•  Attractive (20 competitive spots) •  Competitive •  Excellent job leads •  International

Page 22: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

The Third Semester project – MSc BU •  Three tracks:!•  All at BI!•  None at BI!•  Partially at BI!

•  Most employers consider international exposure very important!•  Generalization – ‘breadth requirement’!

•  You may only take one extra (the ‘seventh course alternative’) course in marketing!

Page 23: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

The Third Semester project – MSc BU •  None at BI:!•  International internships!

•  Competitive •  Qualify with respect to grades •  DNB, Nordea, Statkraft

Page 24: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

The Third Semester project – MSc BU •  Partially at BI:!•  Internships!•  Short exchanges!•  Summer school

•  Many partner schools

•  Electives: international, regular and ‘mini’

Page 25: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

The Third Semester project – MSc BU •  Partially at BI:!•  Short exchange, second half of semester!

•  EADA •  Maastricht

•  Summer school •  Many partner schools

Page 26: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Master’s Thesis •  Indendent major research project!• You may write alone or with one more student!• Your chance to discover something new!!• Three broad areas:!

•  Consumer Behavior •  Marketing management •  Modelling

• Runs through the whole program!

Page 27: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Master’s Thesis • Topic and supervisor

are decided in May of the 1st year. •  Start planning your

thesis from the start

• You may write alone or with one more student • Three broad areas:

•  Consumer Behavior •  Marketing management •  Modelling

Page 28: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

A very short list of narrower areas:

• Branding!• Advertising!• Service!• Retailing!• CSR!• Culture!• Technology!

•  Innovation!• CB on Internet!•  International/global issues!• Unconscious choices!

Page 29: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

How we teach:

•  Case method (‘HBS style’) •  Class room •  Written and oral assignments

•  Each course has multiple types of exams •  Oral presentations, assignments, term paper, written exam

•  Student presentations •  Lab exercises •  Simulation

Page 30: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

The job market for MSc grads

Employment Survey: •  Over 95 per cent of master graduates secure employment

within 12 months of graduation •  Over 70 per cent of master graduates received their

employment offer before graduating •  Average starting pay was 490 000 NOK/year •  Over 90 per cent of the responding MSc graduates say they

would recommend BI to other students

Page 31: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Job placements – BI MSc Marketing Wilhelmsen Ships Service AS Marketing and Management Coordinator

VivaKi Norway Research Consultant

VIA Egencia Key Account Manager

VGZ Business Intelligence Trainee

TNS Gallup Prosjektleder/Research Executive

TINE SA Brand Manager

Thon Hotels Marketing Coordinator

Telenor Norge AS Analyst

Staples Nordic AS Product Manager

Red Media Consulting Broadcast Advisor

Orkla Foods Norge Trade Marketing Consultant

Orkla Confectionery & Snacks Norge

Brand Manager

Nortura SA Marketing Coordinator

Norges Varemesse Brand Manager

Natt&Dag Marketing Coordinator

Mondelez Norge Brand Manager Freia Smallbites

Google YouTube Brand Builder

Engelschiøn Marwell Hauge Brand Manager

Energy Micro AS Marketing Coordinator

EMI Music Norway Jr. Product Manager

DNB Business Development SOME

Deloitte AS Senior Consultant

Coca-Cola Enterprises Commercial Graduate - Brand Activation Manager TCCC

Charitable Foundation Online Marketing Manager

Capgemini Consultant

Bring Express Project Manager

Beiersdorf UK Ltd Assistant Brand Manager Eucerin and Elastoplast

Avinor Flysikring AS Marketing Spesialist

Arcus AS Category Manager

Aker Solutions Technology Network Advisor

Page 32: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

BI Alumni

•  A network of BI graduates with a bachelor or master degree •  Over 70 000 alumni in over 80 countries

•  14 Professional communities in Oslo •  3 Regional communities (Stavanger, Bergen and Trondheim) •  20 International communities

Page 33: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Key takeaways!

•  You’ll have a great time here •  Academically, personally, socially

•  You’ll have a great time afterwards •  Job market •  Reputation •  Alumni network

Page 34: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Contact info

•  Peter Jarnebrant Associate Dean for MSc Marketing [email protected]

Page 35: MSc in Strategic Marketing Management Strategic Marketing Management... · Strategic marketing Master’s thesis OR Internship/Exchange/ Double degree Digital Marketing. Second year

Looking forward to your applications!