| 1 | Behavioural Finance & Personal Investing | EBM806B05 |
| Behavioral Finance (BF) is a new development in the field of finance, which has been going on for more than two decades now. This development has not only affected academic finance, but has also gained profound interest from practitioners, in particular in the field of investments. In BF, empirical phenomena are being analyzed in terms of behavioral characteristics. In doing so, it explicitly deviates from the rational decision-making approach of financial economics. In this course we will focus mainly on individual investor psychology and behavior and contrast it with the neo-classical approach. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. M.M. Kramer | | Docent(en) | F. Febbrarodr. M.M. Kramer | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -individuele opdracht, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Entreevoorwaarden | Students have a bachelor in Economics or Business, or related. | | Opmerkingen | Secretary: Grietje Pol, phone: +31 (0)50 363 3685, e-mail: g.pol@rug.nl, room: 5411.0836.
The course literature mentioned in the above is only indicative. The final reading list of the course will be published in due time. |
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| 2 | Brand & Product Management | EBM073A05 |
Brands are the most valuable asset that firms possess. A Coca-Cola executive once stated: “The reason Coca-Cola is so valuable is that of the ideas, perceptions, and expectations about the brand that consumers all over the world carry around in their heads. So much so that if the company were to lose all its production-related assets in a disaster, it would survive; but if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”
In a nutshell, the above sentences capture what this course is about. Specifically, in this course, we aim to understand what brands actually are, why they matter, and how they influence and are influenced by consumers. This course is unique in its approach to brand management. While we cover critical aspects concerning the strategic management of brands, particular emphasis is placed on understanding how consumers make sense of brands and relate to them. In doing so, we draw on various interesting psychological theories and findings published in top scholarly journals in marketing and social psychology. It is our belief that managers cannot develop their brand equity successfully if they are not familiar with nuances of how consumers relate to and decide about brands. Overall the course is a fun journey to discover how consumers come to connect to, love, and even hate brands and what managers can do about all these. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | Dr. ir. M. Moeini Jazani | | Docent(en) | Dr. ir. M. Moeini Jazani | | Onderwijsvorm | -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -individueel mondeling tentamen, -individuele opdracht, -schriftelijk tentamen (meerkeuze vragen), -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretariaat vakgroep Marketing, tel.: 050 3637065, e-mail: marketing.education@rug.nl, kamer: DUI 334. |
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| 3 | Business Ethics | EBM043A05 |
| Bonuses, board diversity, consumer rights, corporate social responsibility, suggestive or deceptive marketing techniques, bribes to get international contracts—ethics is everywhere in business. But research in moral psychology shows that we often fail to see what is morally important about a situation. And if we do see it, we often don’t know how to deal with it. And even if we know how to deal with it, we often don’t act accordingly. For all sorts of reasons. This course takes a practical approach to business ethics. Its main objectives are to foster sensitivity to moral aspects of decisions; to teach analytic skills that help you take a position in moral debates and to give a reasonable justification for your position; and to develop ways to successfully cope with moral dilemmas and issues. We examine the main normative theories in business ethics, moral psychology, corporate social responsibility, customer relations, and the environment; we consider specific moral issues in accounting, finance, international business management, and marketing; and we approach these theories, arguments, and concepts in highly interactively ways, devoting significant part of the time to a number of important and well known cases from business ethics by means of collaborative in-class assignments. |
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| 4 | Business Research and Consulting | EBM151A05 |
| Mixed teams of maximum four students (both from bachelor and master programmes in Economics and Business or Industrial Engineering & Management) will examine a real managerial issue. They translate the issue into a problem statement that can be addressed within the time frame of this course. Inherent parts of this course are that mixed teams of students 1) visit the company, 2) carry out desk research and literature search, 3) develop a research design (qualitative and/or quantitative), 4) analyze the results 5) draw conclusions and 6) propose a feasible solution including implementation steps to address the problem of a company. Master students have to reflect on the research process from methodological and theoretical perspectives and their role as master-level consultant and researcher. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. J. Riezebos | | Docent(en) | drs. ing. B.S. Baalmansdrs. G.F. HaanstraDr. L. Marusterdrs. M.D. Zweers | | Onderwijsvorm | -groepsbegeleiding , -practicum, -werkcollege | | Toetsvorm | -groepsopdracht | | ECTS | 5 | | Entreevoorwaarden | 1. You cannot enroll to this course in Progress, but have to fill out the webform on www.rug.nl/feb/brc no later then two weeks before the enrolment period ends. If more students apply than the available capacity in a block, we do a selection based on the submitted forms. 2. You will hear from us whether you are admitted to the course in time for you to enroll for another elective if needed.
3. You cannot register for this course in Progress: we will take care of that for you. | | Opmerkingen | Enrolment is not through Progress, but through a webform available at www.rug.nl/feb/brc As we cannot guarantee there will be enough positions for all applying students, we will close the enrollment period for this course two weeks earlier than the normal period. You will be informed in time if you are not admitted, which will enable you to register for another elective in Progress. The companies that participate in this course will be arranged by FEB Career Services. This course will be given in English, but in some cases communication (e.g. with companies) might be in Dutch. BR&C will run in every half-semester. Upon completion of the course, master students will receive 5 credits. In some master programmes, the course might not be listed as a recognized elective, in which case you have to contact your programme director in order to find out whether you may list it as an elective course within or on top of your programme. Please do so before you apply through the webform in order to avoid disappointments. |
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| 5 | B2B Marketing | EBM808B05 |
Firms operating in a business-to-business (B2B) environment acquire goods and services either for their own use, to incorporate into the products or services that they produce, or for resale along with other products and services to other firms, institutions, or the government. Although the majority of the global transaction volume takes place in a B2B context, literature traditionally focuses on the marketing of fast-moving consumer goods. However, since most firms operating in a B2B environment have moved away from a more technical-oriented to a more market and customer driven focus, B2B marketing becomes increasingly important.
B2B marketing can be defined as the process of understanding, creating and delivering value to targeted business markets and customers. Understanding and quantifying the value for customers and the value of customers are the cornerstones of B2B Customer Value Marketing (CVM). This course therefore covers the following topics:
- Understanding business markets, customers and relationships
- Segmenting customers on value of the customer and value for the customer
- Developing value propositions for target segments
- Organizing the elements of the value proposition like products/services, service, customer relationship management, pricing/total cost and risk reduction in B2B markets
- Developing a business case and understanding the results of CVM
The topics are discussed in lectures, tutorials, and case studies. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. J.P.R. Thomassen | | Docent(en) | M.R. Padigar, PhD.dr. J.P.R. Thomassen | | Onderwijsvorm | -hoorcollege , -werkcollege, -gastcollege | | Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Opmerkingen | Students who have followed the course 'International Business & Supply Chain Marketing' participate in this course. MSc SCM students can only participate in this course with permission from the programme director of the MSc SCM. For more information contact the secretary: marketing.education@rug.nl |
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| 6 | Companies, Brands, and Consumers | EBM215A05 |
This course focuses on strategic marketing issues a company is facing, and the role brands and consumers play in these issues.
We start with the analysis of what the role is of marketing in the company, and of what its marketing capabilities and strategic market orientation entail.
Next, we study the process of segmenting the market, targeting the consumers and positioning the company and its brands. We thereby explicitly look into the elements that shape brands, the relationship of consumers with brands and the resulting brand equity, but also analyze the impact of brand scandals.
Designing the marketing mix, in turn, asks for a thorough understanding of how consumers make decisions, providing hints at how they will react to the marketing mix decisions of the company, also in the face of an ever stronger digitalization of the world which provides additional opportunities for companies to interact with their customers.
Last, we will cover several ways in which we can evaluate the effectiveness of all the marketing-related decisions made by the company. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. M.J. Gijsenberg | | Docent(en) | Dr. S.A.E.G. Albalooshiprof. dr. M.J. GijsenbergDr. ir. M. Moeini Jazani | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -individuele opdracht | | ECTS | 5 | | Entreevoorwaarden | There are no formal pre-requisites for this course. However, students are expected to have basic knowledge and understanding of business theory in general, and marketing theory in particular.
You are not allowed to take this course in combination with Brand and Product Management, Consumer Psychology, or Strategic Marketing, because of too much overlap. | | Opmerkingen | Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.edcuation@rug.nl, room 5411-0334. |
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| 7 | Consumer Psychology | EBM074A05 |
| Whether it concerns the design of advertisements, store design or loyalty programs, all marketing strategies are built on assumptions about consumer psychology. This course aims to provide students with a better understanding of the motives and cognitive capacities that determine consumers' behavior. An array of (social) psychological theories and findings will be discussed, as well as their relevance in understanding and predicting consumer behavior. Course topics include, amongst others, (un-)consious processes, self-regulation, emotions and well-being, and social influence. The course consists of lectures (given by the course coordinator and other experts in consumer psychology), as well as group assignments in which students apply findings and theories from consumer psychology to specific marketing issues. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | Dr. S.A.E.G. Albalooshi | | Docent(en) | Dr. S.A.E.G. Albalooshidr. J.W. Bolderdijk | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Entreevoorwaarden | This course is not open to MSc Psychology students due to too much overlap. | | Opmerkingen | Dr Albalooshi is the coordinator f this course in halfsemester 1.2 (phone +31 (0)50 363 33648). Dr Bolderdijk is coordinator in halfsemester 2.2. Any questions regarding this course should be directed to course lecturers. Please note that, in semester 1.2, this course is only for students from the MSc Marketing. In 2.2 also non-marketing students can participate, including a max of 10 Exchange Students.
Secretary Marketing (B. Wever): room 5411-0334, e-mail marketing.education@rug.nl, phone +31(0)50 363 7065 |
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| 8 | Customer Management | EBM075A05 |
| During the last decades companies have been investing huge amounts of time and money in customer relationship strategies. Academic research more and more addresses topics that relate to the role of customers in the organization, their impact on the organization, the development and evaluation of metrics, and the strategies for improving customer management. Therefore, this course focuses on the strategic aspects of customer management as a key determinant of future firm profitability. It provides the student with state-of-the art knowledge on recent developments in this field. Subjects that will be discussed in this course are the customer centric organization, the empowered customer, customer value creation, privacy and ethics issues, strategies and metrics for customer acquisition, customer retention, customer expansion and relationship termination, the customers journey, and the interface between the customer and the company. Relevant scientific articles from top marketing journals will be studied, discussed and applied in working on assignments in which customer strategies are developed and customer data are analyzed. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. E. de Haan | | Docent(en) | dr. E. de Haan | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -individuele opdracht | | ECTS | 5 | | Entreevoorwaarden | Students who will take the course on Customer Management have completed a(n) (International) Business and/or Economics Bachelor and have basic knowledge on marketing theory and marketing research tech | | Opmerkingen | Secretary Marketing (B. Wever): room 5411-0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl |
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| 9 | Customer Models | EBM076A05 |
| In this course the choice behavior of individual customers is modeled. We focus on the specification, estimation, implementation and interpretation of individual customer-level models for when, what and how much to buy. The students learn from existing research, and are actively challenged to criticize and formulate customer-level models themselves. A significant part of the course is related to the actual implementation of a model to real-life data in group assignments for which students will obtain assistance from the teachers during interactive tutorials. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | R.P. Hars, MA. MSc. | | Docent(en) | S.M.T.A. Bies H.M. Huismandr. A. Minnema | | Onderwijsvorm | -hoorcollege , computer practica | | Toetsvorm | -computer test/wekelijkse quiz, -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B. Wever): room 5411 0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl |
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| 10 | Data Engineering for MADS | EBM213A05 |
| This course deals with acquiring, managing and preparing data for solving a marketing challenge in an impactful and conscientious way. The students learn from existing research, and are actively challenged to criticize existing data-driven approaches for generating customer insights. A significant part of the course is related to developing an approach and preparing an appropriate data set for solving a real-life marketing issue in group assignments for which students will obtain assistance from the teachers during interactive tutorials. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | T. Hoving-Wesselius, MSc. | | Docent(en) | R.P. Hars, MA. MSc. T. Hoving-Wesselius, MSc.prof. dr. J.E. Wieringa | | Onderwijsvorm | -computer practicum, -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -computer test/wekelijkse quiz, -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Entreevoorwaarden | The students are expected to have a basic knowledge of marketing management, and of quantitative techniques as regression models, ANOVA, hypothesis testing etc. Such knowledge can be simultaneously gained through concurrent modules as well. | | Opmerkingen | Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.education@rug.nl, room 5411-0334 |
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| 11 | Data Science Methods for MADS | EBM216A05 |
| This course deals with data science methods for managing, preparing, and analyzing marketing data. The students learn from existing research, and are actively challenged to critique existing applications of data science methods. A significant part of the course is related to the actual implementation of these methods to a real-life marketing data in group assignments for which students will obtain assistance from the teacher during interactive tutorials. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. E. de Haan | | Docent(en) | dr. E. de Haan | | Onderwijsvorm | -computer practicum, -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Entreevoorwaarden | The students are expected to have a basic knowledge of marketing management, and of quantitative techniques as regression models, ANOVA, hypothesis testing etc. Such knowledge can be simultaneously gained through concurrent modules as well. | | Opmerkingen | Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail: marketing.education@rug.nl, room 5411-0334 |
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| 12 | Digital Marketing Intelligence | EBM079B05 |
| The following methods will be covered in this course: A/B testing, website morphing, attribution modeling, social network analysis, Conjoint Analysis, the Bass Diffusion model and text analysis. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. H. Risselada | | Docent(en) | Dr. J.P. Hartmanndr. H. Risselada H.K. Smit, MSc. | | Onderwijsvorm | -computer practicum, -gastcollege , -hoorcollege | | Toetsvorm | -groepsopdracht, -individuele opdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.education@rug.nl, room 5411-0334 |
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| 13 | Econometric Methods | EBM835C05 |
| The course gives an advanced treatment of econometric estimation methods. We cover different estimators (least squares estimator, generalized method of moments estimator, extremum estimators). The discussion encompasses large sample properties and inference. Additionally, computational aspects will be addressed. Mathematical and computational skills play an important role. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | M. Kesina, PhD. | | Docent(en) | M. Kesina, PhD. | | Onderwijsvorm | gecombineerde hoor-/werkcolleges | | Toetsvorm | -schriftelijk tentamen (open vragen), -groepsopdracht | | ECTS | 5 | | Entreevoorwaarden | (Exchange) students should have a solid background in Mathematics, Statistics, and Econometrics at a level comparable to students who completed the BSc EOR. The course is not suited for (exchange) students who don't have this background. | | Opmerkingen | Info: Dr. Michaela Kesina, phone: +31(0)50 36 33151, e-mail: m.kesina@rug.nl. Secretary: Kim Beute, phone: +31(0)50 36 37018, e-mail: k.beute@rug.nl. |
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| 14 | Emerging Markets (MSc) | EBM085A05 |
The course is practitioner oriented and provides a nuanced perspective on doing business in low income, high growth countries (emerging markets) such as Brazil, Russia, India and China. Primary emphasis is on,
1) Recognizing the uniqueness and challenges of the context characterizing the business environment in these economies such as rapidly evolving business environment, underdeveloped infrastructure, bottom of the pyramid consumers, and
2) How the context then shapes the nature and behavior of firms.
From an academic perspective, the course emphasis is on recognizing and evaluating the assumptions and limitations of popular theories and frameworks, originally developed and applied in the context of developed economies.
The course employs real business case studies to assess the relevance of theory in the context of emerging markets and to gain second-hand experience of the thought processes of top managers and CEOs grappling with business related challenges. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | Dr. S.R. Gubbi | | Docent(en) | L. GeDr. S.R. Gubbi | | Onderwijsvorm | hoor- en werkcolleges | | Toetsvorm | -groepsopdracht, -individuele opdracht, -schriftelijk tentamen (open vragen), actieve deelname | | ECTS | 5 | | Entreevoorwaarden | > Student has prior knowledge and understanding of international business and multinational working environment. > Student is able to read, comprehend and analyze academic case studies and company annual reports.
> Student is able to synthesize factual data/information, identify patterns/trends, evaluate a business situation, and effectively communicate orally or in written form.
> Student is familiar and able to extract relevant information from library sources such as Business Source Premier, Lexis-Nexis, and ORBIS database. | | Opmerkingen | Secretariat GEM: gem.feb@rug.nl, +31(0)50 363 3458, 5411.0538 |
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| 15 | Foreign Market Entry Strategies | EBM090B05 |
| The course deals with managing foreign market entry strategies-- a key factor for successful internationalization. The course specifically deals with the challenges and pitfalls of managing entry modes. The various managerial challenges will be analyzed by using interorganizational theories such as transaction cost economy and institutional theroy. Furthermore, contemporary research findings will be discussed and applied in case studies. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | Dr. M.C. Sestu | | Docent(en) | Prof. Dr. P.M.M. de FariaDr. M.C. Sestu | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -actieve deelname, -computer test/wekelijkse quiz, -groepspresentatie, -individuele opdracht, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Entreevoorwaarden | Students should have basic knowledge on main organizational theories (i.e. resource-based view, transaction cost theory) and be familiar with working with cases | | Opmerkingen | Coordinator: m.c.sestu@rug.nl, +31 (0)50 36 39744
Secretariat: gem.feb@rug.nl, +31 (0)50 363 3458, 5411.0538 |
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| 16 | Innovation & Entrepreneurship | EBM621A05 |
The general objective of this course is to provide students with a full understanding of the process of successfully engaging in innovation/entrepreneurial activities.
The course consists of two parts that run parallel. The first is the theoretical part in which existing theories on innovation and entrepreneurship are discussed. In the second part, the students will apply these theories to concrete organizational settings by studying particular practical cases. Guest lectures provide the students with first hand insights on how processes of innovation and entrepreneurship take place in practice. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | P. Arque-Castells, PhD. | | Docent(en) | P. Arque-Castells, PhD. A. Nakamura, PhD. | | Onderwijsvorm | -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Entreevoorwaarden | Students should meet the general requirements for admittance to MSc BA. | | Opmerkingen | Secretary: room 5411-0434, phone +31(0)50 363 6543, e-mail: j.m.wiersema@rug.nl |
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| 17 | Market Models | EBM077A05 |
| This course deals with the specification, estimation, implementation and interpretation of models for aggregate marketing data. The students learn from existing research, and are actively challenged to criticize and formulate marketing models themselves. A significant part of the course is related to the actual implementation of a model to real-life data in group assignments for which students will obtain assistance from the teachers during interactive tutorials. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. J.E. Wieringa | | Docent(en) | H.M. Huisman G.R. Ponte, MSc.prof. dr. J.E. Wieringa | | Onderwijsvorm | -computer practicum, -hoorcollege | | Toetsvorm | -computer test/wekelijkse quiz, -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretary: B. Wever, DUI 334, tel. 050-3637065, marketing.education@rug.nl |
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| 18 | Marketing and Consumer Well-being | EBM192A05 |
´Without consumption - at least at the basic level of air, water, food, and shelter - life ceases´ (Mick et al. 2012, p3).
Consumption is a critical determinant of consumer well-being. Marketing plays an essential and central role in fulfilling the needs and wants that drive their consumption behavior. Yet, in many western societies consumption levels have increased to an extent that they actually are deteriorating societal and consumer well-being. The growing demand for and consumption of goods and services has serious societal and personal implications; for example, the overconsumption of energy contributes to environmental pollution and global warming, while the overconsumption of food and the resulting obesity epidemic contributes to a dramatic increase in the cost of health care, while reducing economic productivity world-wide. In response to the negative implications of the (over)consumption of goods and services, a growing number of firms experience an increasing pressure to improve their business practices to help address these negative implications.
This course will focus on the most recent insights pertaining the challenges and opportunities associated with transforming business to contribute to societal and consumer well-being. To accomplish this, this course uniquely merges marketing theory and consumer psychology.
The course takes a business-to-consumer perspective. Specific attention will be paid to sustainability (incl. energy, animal well-being, labor conditions) and personal health and healthy lifestyles.
The group assignment of this course consists of designing a project or intervention to increase consumer well-being, pitching it to the target audience, collecting field data to assess the effect of the intervention, and preparing a report about it. The project should be related to topics covered in this course, i.e. either the field of health or sustainability/energy transition, and can be a website around a certain topic, a mobile application or another type of intervention targeted at consumers to make them change their behaviour.
This course is part of the focus area 'Energy'. Students of this focus area will be admitted to this course, please contact the course coordinator (Prerequisites are mentioned in the Teaching and Examination Regulations: 'Focus areas in the master programmes'). |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. J. van Doorn | | Docent(en) | prof. dr. J. van Doornprof. dr. ir. K. van Ittersum | | Onderwijsvorm | -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B. Wever), DUI 334, tel.: +31(0)50 3637065, marketing.education@rug.nl |
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| 19 | Marketing Communication | EBM078A05 |
| This course aims to provide students with an overview of the psychology of marketing communications. Grounded in recent academic findings, the effects of marketing communications on consumers’ cognition, attitude, and behavior will be discussed during the lectures. Students are expected to comprehend the psychological theories and findings of communications, apply them to marketing issues, and provide suggestions to managerial decision-making. The course consists of lectures, tutorials, and group assignments. In the lectures, students will obtain up-to-date knowledge about the psychology of marketing communications. In the first group assignment, students need to formulate scentifically and practically relevant research questions about marketing communications and translated them to hypotheses. In the second group assignment, students are expected to collect data, apply appropriate empirical tests, and discuss the findings of their research. In the tutorials, students will present their research proposal and findings in groups. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. B.M. Fennis | | Docent(en) | prof. dr. B.M. Fennisdr. M.C. Leliveld | | Onderwijsvorm | -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -individuele opdracht, -schriftelijk tentamen (open en mc vragen) | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B. Wever): room 5411-0334), phone +31(0)50 3637065, email marketing.education@rug.nl |
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| 20 | Marketing Research Methods | EBM080A05 |
| Building on methodological knowledge which is standard in business-related bachelor degrees, this course takes the extra mile, and focuses on advanced marketing research techniques such as factor analysis, cluster analysis, An(c)ova, advanced regression techniques and conjoint analysis. These techniques are a.o. used in marketing for segmentation, targeting, positioning and new product research. In this course the statistical computer program SPSS is used, so a basic knowledge of this software is assumed. Lectures, and teacher-assisted computer classes will support the students in solving the assignments. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. J.A. Voerman | | Docent(en) | C. Calmasini, PhD.dr. J.A. Voerman | | Onderwijsvorm | -computer practicum, -hoorcollege | | Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B. Wever), DUI 334, tel. +31(0)50 3637065, marketing.education@rug.nl. |
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| 21 | Master's Thesis Marketing MADS | EBM218A20 |
| The master thesis is an individual, scientific piece of work with which you finalize the study Marketing. The thesis combines theory and empirical research to address theoretically and managerially relevant problems. The topic of the thesis depends on the chosen specialization of the student (within the MADS profile). |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | R.P. Hars, MA. MSc. | | Docent(en) | R.P. Hars, MA. MSc. | | Onderwijsvorm | -groepsbegeleiding , -individuele begeleiding | | Toetsvorm | -actieve deelname, -individuele opdracht, -individueel mondeling tentamen, -individuele presentatie, actieve deelname | | ECTS | 20 | | Entreevoorwaarden | Bachelor programme and 20 ECTS of specialization (see TER MScBA). | | Opmerkingen | The master thesis will be written in groups of 5-6 students; please register for a topic and attend the information session about writing your master thesis in the semester before you start your thesis. You can find more information and deadlines on the Nestor Community of the MSc Marketing. Secretary Marketing, DUI334, +31(0)50 3637065, marketing.education@rug.nl |
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| 22 | Master's Thesis Marketing Management | EBM217A20 |
| The master thesis is an individual, scientific piece of work with which you finalize the study Marketing. The thesis combines theory and empirical research to address theoretically and managerially relevant problems. The topic of the thesis depends on the chosen specialization of the student (within the Marketing Management profile). |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | R.P. Hars, MA. MSc. | | Docent(en) | R.P. Hars, MA. MSc. | | Onderwijsvorm | -groepsbegeleiding , -individuele begeleiding | | Toetsvorm | -actieve deelname, -individuele opdracht, -individueel mondeling tentamen, -individuele presentatie | | ECTS | 20 | | Entreevoorwaarden | Bachelor programme and 20 ECTS of specialization (see TER MScBA). | | Opmerkingen | The master thesis will be written in groups of 5-6 students; please register for a topic and attend the information session about writing your master thesis in the semester before you start your thesis. You can find more information and deadlines on the Nestor Community of the MSc Marketing. Secretary Marketing, DUI334, +31(0)50 3637065, marketing.education@rug.nl |
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| 23 | Organization Design (MSc) | EBM049A05 |
This course conveys how to analyze organizations from a design perspective. Design implies a practical orientation – finding solutions for problems. This orientation is somewhat at odds with organization and management studies focusing on theory development. Through discussion-focused seminars, we will explore how this apparent tension is actually generative despite first appearances.
A managerial take portrays organization design as mere ‘technical’ task, in which the organization is seen as an instrument to reach specific outcomes – the designer as engineer. Much of the mainstream literature on organizational structure adopts this approach. Yet, a deeper understanding also acknowledges social, cultural, and processual aspects of organizational worlds. By the end of this course, you will be able to appreciate how different theoretical perspectives can jointly inform the practice of organizational design. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. M. Kleine | | Docent(en) | dr. M. Kleine M.K. Pit, MSc. | | Onderwijsvorm | -groepsbegeleiding , -interactief hoorcollege | | Toetsvorm | -groepspresentatie, -schriftelijk tentamen (open vragen), verplichte aanwezigheid, -groepsopdracht | | ECTS | 5 | | Entreevoorwaarden | Although no formal prerequisite, basic knowledge in the field of Organizational Theory and Design is expected. If students have not followed any bachelor course in this field, we recommend that they read up on organizational forms, contingency theory, organizational culture, decision making, power, conflict and politics based on the following sources:
- R. L. Daft: Organizational Theory and Design
- G. R. Jones: Organizational Theory, Design, and Change
- Mintzberg, H. ( 1980) Structure in 5s: a synthesis of the research of organization design. Management Science 2(3): 322-341
- Anand, N. and Daft, R.L., ( 2007) What is the right organization design? Organizational Dynamics 36(4): 329-344. | | Opmerkingen | Secretary room: 5411-0434: tel. +31(0)50 363 6543; email: j.m.wiersema@rug.nl |
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| 24 | Purchasing | EBM037A05 |
| During the course students will get frontier knowledge in Strategic Purchasing aiming to provide an advanced understanding of management concepts and tools in the field. Moreover, students will get hands on experience during tutorials to develop purchasing skills, project management skills, communication skills, etc. Students will learn how to translate and integrate theory into managerial recommendations through tutorials and (group) assignments. The main goal of the course is to bring the importance of modern strategic Purchasing to the forefront of doing business in the 21st century. Strategic Purchasing is key in almost any organization and is responsible for acquisitions ranging from technical equipment to production input, marketing material or personnel. Still, often seen as a support function, purchasing can contribute beyond cost savings to the value creation of a company by managing internal and external relationships, ensuring sustainability and quality or by ensuring innovation and new product development in feasible terms of supply. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. A.P. Seepma | | Docent(en) | L.M. Gelsomino, PhD.Dr. K. Scholtendr. A.P. Seepma | | Onderwijsvorm | -groepsbegeleiding , -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -individuele opdracht | | ECTS | 5 | | Opmerkingen | Secretary: room 5411-0634, phone +31(0)50 3637020,
email: secr.operations.feb@rug.nl |
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| 25 | Retail & Omnichannel Marketing | EBM880B05 |
| The Retail & Omnichannel Marketing elective focuses on several strategic and operational topics relevant to the highly competitive and volatile retail markets. The course focuses on both the strategic and tactical decisions retailers make. The strategic decisions relate to the channels used to sell their products (stores, online, catalogues) as well as the customer journey that consumers go through in their path-to-purchase (and beyond). The tactical decisions concern the retail-mix like price setting, promotions, and assortment. We will discuss state-of-the art theory related to the selected topics. The theory of the course can be used in the assignment. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. C.S. Noordhoff | | Docent(en) | prof. dr. C.S. Noordhoffdr. J.A. Voerman | | Onderwijsvorm | -gastcollege , -hoorcollege , -werkcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open vragen), -verplichte aanwezigheid | | ECTS | 5 | | Opmerkingen | Secretary Marketing (B.Wever): room 5411-0334, phone +31(0)50 3637065, email: marketing.education@rug.nl |
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| 26 | Statistical Learning in Marketing | EBM214A05 |
| Building on methodological knowledge which is standard in business-related bachelor degrees, this course takes the extra mile, and focuses on statistical learning techniques applied in marketing research. These include data reduction techniques like principal component analysis and factor analysis; advanced regression techniques like the general linear model; time-series analysis techniques like VAR/VEC; and cluster analysis. These techniques are used in marketing for example for segmentation, targeting, positioning, marketing effectiveness evaluation, and forecasting. This course will use R-based software, and starts with an introduction to R. Lectures, and teacher-assisted hands-on interactive classes will support the students in solving the assignments. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. M.J. Gijsenberg | | Docent(en) | prof. dr. M.J. Gijsenberg S.M. Rizio | | Onderwijsvorm | -computer practicum, -hoorcollege , computer practica | | Toetsvorm | -groepsopdracht, -individuele opdracht | | ECTS | 5 | | Entreevoorwaarden | There are no formal pre-requisites for this course. However, basic knowledge on e.g. methodology and the testing of hypotheses as can be found in Malhotra (2009) chapters 1-15 is assumed. In addition, a basic knowledge of R (software) is strongly recommended. | | Opmerkingen | Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.education@rug.nl, room 5411-0334. |
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| 27 | Strategic Marketing | EBM081C05 |
| The course will concentrate on strategic marketing issues. In particular, we will practice the links between marketing strategy, marketing plans, marketing budgets, sustainable profitability, and shareholder value. Additionally, we will develop further knowledge in the field of value-based marketing and, hence, on the linkage between marketing and finance. You will be exposed to managerial situations in which data constitute a critical input by applying your knowledge in a market simulation game. The objective of the simulation is to put into practice the concepts related to the marketing mix and marketing strategy in a risk-free environment. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | M.R. Padigar, PhD. | | Docent(en) | M.R. Padigar, PhD. | | Onderwijsvorm | -computer practicum, -hoorcollege | | Toetsvorm | -actieve deelname, -computer test/wekelijkse quiz | | ECTS | 5 | | Entreevoorwaarden | Students have completed a(n) (International) Business and/or Economics Bachelor and have basic knowledge on marketing theory and marketing research techniques. | | Opmerkingen | Secretary Marketing (B. Wever), 5411-0334, +31 (0)50 3637065, marketing.education@rug.nl |
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| 28 | Strategic Supply Chain Management | EBM039A05 |
| Almost all companies face an increased complexity in their supply chains caused by global competition, more demanding customers, worldwide outsourcing and sustainability requirements. This course introduces students to strategic and global aspects of manufacturing and supply chain management. The course offers an overview of contemporary theoretical findings in the field through a book and lectures, complemented with research papers, which are assessed in a literature examination. Specifically, the course focuses on buyer-supplier relationships, the use of ICT in those relations, the role of outsourcing, and the importance of sustainability and corporate social responsibility in shaping supply chains. Students have to complete several practical oriented cases and are trained in using and evaluating literature through writing reviews of relevant scientific papers. The final part of the course is a group based project that aims at playing a supply chain game and theoretically interpreting and evaluating the results. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | dr. T.M. Tran | | Docent(en) | dr. T.M. Tranprof. dr. D.P. van DonkDr. C. Xiao | | Onderwijsvorm | -groepsbegeleiding , -hoorcollege , -computer practicum, -interactief hoorcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open vragen), -verplichte aanwezigheid | | ECTS | 5 | | Opmerkingen | Secretary room: 5411-0634 tel.: +31(0)50 3637020 e-mail: secr.operations.feb@rug.nl
In semester IIb this course is also open for a maximum of 8 exchange students |
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| 29 | Supply Chain Dynamics | EBM147A05 |
| Supply chains are dynamic in nature and they need to be changed and adapted to new developments, market situations and disruptions. For example, supply chains of today need to ensure that they enable the organizations to reach their sustainability goals. Typical strategic, tactical and operational decisions within a supply chain system are studied and analyzed by the use of data and quantitative methods. Mathematical modeling techniques and classical models are used to model such decision problems. Possible ways to solve such mathematical models are shown via the use of industrial solvers. The attention is put on the design and operation of supply chain systems and on the way to improve them. The student is provided with the knowledge and the tools to work with data by describing, analyzing, evaluating and making decisions based on it. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | Dr. E. Ursavas | | Docent(en) | Dr. I. BakirDr. E. Ursavas | | Onderwijsvorm | -werkcollege, -computer practicum, -hoorcollege | | Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Opmerkingen | Secretary office 5411-0634
Phone: +31 503637020
E-mail: secr.operations.feb@rug.nl |
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| 30 | Supply Chain Optimization | EBM117A05 |
| This course deals with optimal forecasting and inventory control. During the first two weeks, all essential theory will be presented during lectures. For the remainder of the course, students will work in groups on a specific topic (from a list). They present their results during the final week of the block, and hand in their reports by the end of that week. |
| Faculteit | Economie en Bedrijfskunde | | Voertaal | Engels | | Coordinator | prof. dr. R.H. Teunter | | Docent(en) | prof. dr. R.H. Teunter | | Onderwijsvorm | -groepsbegeleiding , -hoorcollege | | Toetsvorm | -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open vragen) | | ECTS | 5 | | Entreevoorwaarden | No specific requirements, but some background in statistics and optimization is needed. This course is mainly aimed at Econometrics and Operations Research students and has a clear analytical modeling and optimization focus. | | Opmerkingen | Info: Prof. Ruud Teunter, phone: +31(0)50 36 38617, e-mail: r.h.teunter@rug.nl
Secretary Operations, phone: +31(0)50 36 37020, e-mail: secr.operations.feb@rug.nl |
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