Two years ago, the MSc Marketing started to rethink its program. Originally the only MSc Marketing in the Netherlands, new competition from the RUG, RSM and UvT required a clearer positioning to both prospective students and employers.
Also, the field has changed dramatically since the start of the program in 2003/2004, with, for example, the rise of ecommerce and social media.
Click here for an clip on the concept of the programme.
Extensive consultation with all stakeholders (staff, students, alumni, employers) revealed that what was necessary is a program that was stronger focused on training an academic professional; equipped with the latest theory and models, but also a sharp eye to diagnose marketing challenges in practice. This was implemented by having a case in every course: every course starts in the trenches at a company, with the CMO introducing the company and explaining his currently most important problem. It is then up to teams of students to apply the lectures and theory of that course into an analysis and to design an appropriate strategy. Students also learn to present their thoughts and ideas to each other and at the end of each course, the best three teams present in class to representatives of the company.
For the implementation of this educational concept, we rely on three ICT tools. First, Projectcamp.us is an online project space for teams, designed at the TU Delft, where teams in a Facebook style can discuss and file their project work. Next, PowerPoint and video pitches of thoughts and ideas are submitted and peer reviewed in Pitch2Peer, developed at Leiden University; meaning that in spite of the large number of teams, every pitch gets a good number of views and good feedback. Finally, after each course/project, team members have to evaluate each other on a number of scales describing the various aspects of team work, using CATME.org (developed at Purdue University). This is calculated into a weight (below or above 1) to express your individual contribution and by which the team grade can be multiplied to derive a personal project grade; thus addressing any possible free riding. But also, students thus gives a 360 degree feedback of their role in a team. With seven courses and seven different teams, plus an assignment to reflect on their results, students not only learn theory or academic skills (analysis, application), but also professional skills such as pitching and working in teams.