Executive Master of Marketing & Customer Management

Why attend this program?

Broaden and deepen your marketing expertise significantly: Learn how to set up a successful marketing policy, based on the latest scientific insights and best practices. Link market demands and developments to your organization’s marketing strategies and objectives to make a real impact on your customers. 

Achieve greater impact through a more customer-oriented organization: Develop your leadership skills and learn how to promote a more customer-oriented, innovative organization. Ensure that your organization remains relevant and successful, both now and in the future. 

Sparring partner for senior management: Obtain new, wider marketing knowledge and leadership skills and make yourself the go-to sparring partner for your organization’s senior management. 

Inspiration through interaction: The program offers plenty of interaction with our team of lecturers, made up of distinguished academics and respected industry experts. Let yourself be inspired.

Flexible program: Studying at TIAS means a flexible education. You can complete the full Master’s program, but also attend individual modules. The program starts five times a year, and you can extend your studies over a longer period if needed. 

What can this program do for you?

Our executive Master of Marketing & Customer Management prepares you for the future. This Master’s program offers you science-based, practically relevant insights and tools that allow you to design and implement a solid marketing strategy for your own organization. You practice with the theory frequently and actively and apply it to your own daily operations, meaning the resulting educational output is high. You and your organization reap immediate benefits!

• You will know what questions to ask, and are more capable of taking the lead in defining and implementing your organization’s marketing strategy.
• You are better able to make connections between your organization’s strategy and other organizational units. 
• You reinforce your professional and personal development, improving your chances of career advancement.
• You achieve a fast ROI for your organization, applying the knowledge you gain into practice almost immediately. Our use of business games and simulations allows for targeted practicing and experimentation.
• During your Master’s thesis, you explore an issue from your own professional practice. An advisory report completes the program.
• Our TIAS Connect community and Alumni Services help you to establish and maintain your network, even after completion of the program. You receive access to a network of professionals who share your drive and ambition.

 

What alumni think of the part-time master's program MMCM

 “As a marketer, I’m constantly responding to new market developments and innovations. Marketing is more than simply a set of tools or techniques that you employ. It involves a broader take on the whole organization. The part-time Master of Marketing & Customer Management (MMCM) has taught me to make connections using a more strategic approach. As I am placing things in a broader perspective, I produce better analyses. I use those in meetings and to inform decisions. This has allowed me to take both myself and my organization to a higher level.” 
Sophieke Verhoeven, Director Marketing & Digital (CMO) at PSA Financial Services Nederland BV

Content of Part-Time Master of Marketing & Customer Management (MMCM)

Theme 1 – The customer-oriented organization 

Module 1: The customer leader’s marketing canvas

• Marketing fundamentals
• Segmentation
• The marketing model

Module 2: Putting customers at the center of your organization

• Customer insight
• Digital marketing intelligence
• Customer orientation

Theme 2 – Creating added value

Module 3: Creating long-term market relevance

• The importance and successful application of market strategies
• Understanding the business and insight into market developments
• Development of new business models and value propositions
• Designing market strategies
• Business games to simulate and refine the effects of market strategy designs

Module 4: The importance and successful application of pricing strategies

• Designing pricing strategies
• Business games to simulate and refine the effects of pricing strategy designs

Theme 3 – Brand strategy and experience marketing

Module 5: The power of the customer experience

• Experience marketing
• Product versus services marketing
• Experiencing the experience: company visit with practice-based group assignment

Module 6: Building a strong brand

• Branding: the role of the brand and brand value
• Brand strategy and the brand management process
• Branding in the digital age
• Marketing automation & content marketing: company visit with practice-based group assignment

Theme 4 – Digital is the new normal

Module 7: Optichannel management

• Customer attraction and retention in the digital age and the future of sales
• E-commerce: defining a winning distribution or channel strategy

Module 8: Digital transformation

• Impact of digital developments and novel technologies on consumer behavior, the business of your organization (new business models), and innovation, distribution and communication strategies
• The future of marketing: study trip that includes practical insights on the role of search engine marketing and the principles of viral and dialogue marketing.

Theme 5 – Building a sustainable business

Module 9: Marketing finance

• Marketing performance and fact-based marketing
• Generating insight into value creation (value based management)

Module 10: Marketing leadership

• You as the brand’s leader: peer supervision
• Marketing and leadership:
  - Improving your organization’s innovative capacity
  - Implementing an optimal customer experience throughout the customer journey
• Company visit with practice-based group assignment

The five themes are spread out over a ten-month period. Every theme is made up of two modules that take one month each. Each module requires four weeks of preparatory work by means of the online campus. This is followed by three consecutive days of interactive meetings and lectures. Additionally, you complete the two units Business Research Methods I + II. 

You conclude the part-time MMCM Master’s program with a Master’s thesis concerning a relevant, current issue within your organization. The course load for this part-time MMCM Master’s program is 12-15 hours a week excluding lecture days.

Attending individual themes

Although you can complete the part-time MMCM Master’s program in full, it is also possible to attend individual themes. For more information about the possibilities, please contact the Program Adviser.

 

Advisory interview with the Program Adviser

Are you ready to take your career to the next level, and do you want more information? Would you like to speak with an alumnus of the part-time MMCM Master’s program first? Or are you looking for advice about financing options? Please don’t hesitate to contact the Program Adviser with any questions regarding the part-time Executive Master of Marketing & Customer Management.

Request an advisory interview

 

International Master’s degree (MSc)

On successful completion of the Master’s program, you may choose between the prestigious Master in Marketing & Customer Management (MMCM) title and the internationally recognized academic title of Master of Science (MSc). The degree is accredited by the Accreditation Organisation of the Netherlands and Flanders (NVAO).

The Executive Master of Marketing & Customer Management has different blocks. Each block can also be the entry point of the full Master:

Prior to the start of you MMCM module, you follow the Premaster (only bachelor pre-education) and the Business Research Methods module. In the starting moment above, you enter the first MMCM module. Once you have completed these modules, you can continue to take the MMCM program in a modular way and decide for yourself which order, location and time frame you choose. The program must be completed within 4 years.

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Develop and implement a valuable marketing policy. Apply for the part-time Executive Master of Marketing.

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Admission requirements

We aim for participants with a lot of talent, experience and potential. That is why we apply admission requirements. In this way, we guarantee education at the highest level. What we ask:

• A bachelor's or master's degree
• 5 years of relevant work experience in the field of marketing
• Good command of the English language
• When applicable, successful completion of the necessary parts of the premaster

 

Premaster 

Successful completion of the premaster can be a requirement for starting the program. In this way, we ensure that the level of all participants is consistent with each other. This means that you will ultimately benefit from the collaboration with a motivated group of talented participants from your field of expertise.

More information about the premaster

 

Business Research Methods

Business Research Methods (BRM) is part of your Master's degree. This module will help you make better decisions in situations where a solution to a problem is not immediately obvious because you are missing some of the information. 

For students doing an entire Master's program at TIAS, both BRM modules are mandatory. We recommend doing BRM I at the start of your Master's and BRM II at the end, just before graduation. Talk to your Program Adviser about the best time to schedule BRM I into your personal learning path. 

More information on Business Research Methods

 

Intake interview

On receiving your application, our program adviser will get in touch to schedule an interview with the Program Director.

Program fee of a part-time Executive Master of Marketing & Customer Management

• € 6000 per theme / € 28000 entire Masters program (exempt from VAT)

This price includes mandatory reading material and catering packages (lunch, coffee or tea and soft drinks) during lecture periods. The total cost of the program does not cover overnight stays or dinner. Additional costs: dinner and overnight stays if required, cost of travel and accommodation during the study trip. The program is VAT-exempt. 

 

Individual themes

You can also opt to attend individual program themes (two modules). You are free to join the part-time Master of Marketing & Customer Management Master’s program each time a new theme starts. Do you prefer to design your own learning path? Then contact the Program Adviser. 

 

How do you finance your education?

You have found the program that best suits your learning goals and ambitions. But how do you finance this? There are different ways to do that. Your employer can play a role, but there are also interesting statutory regulations that you can use yourself. We list the possibilities for you.

Read about the possibilities here »

The personal coaching during the Master’s project and engagement throughout the study program is characteristic of TIAS. The following lecturers will guide you through your part-time Executive Master of Marketing & Customer Management: