Welcome

Maastricht University Innovation at it’s finest:

The Marketing-Finance MSc

to Maastricht University
New, Unique, and Looking for talent…

Faculty of Economics and Business Administration

 MSc International Business
Marketing - Finance
New:
First group starts in September

Unique:
No other University offers it

Looking for Talent:

Graduates of this program
are highly in demand

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?

Faculty of Economics and Business Administration

What is Marketing-Finance?

Marketing-Finance is the bridge

linking financial rigor with marketing savvy...

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…

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.

Faculty of Economics and Business Administration

 What is the program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

Faculty of Economics and Business Administration

 What is the program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

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 Channel Partner

Relationships Relationships Relationships
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

Faculty of Economics and Business Administration

 The program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

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

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 will evaluate relationship marketing

strategies in a national and international context.

 You learn advanced analytical techniques you can USE.

Faculty of Economics and Business Administration

 The program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

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!!

Faculty of Economics and Business Administration

 The program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

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

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!

Faculty of Economics and Business Administration

 The program?
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

Faculty of Economics and Business Administration

 Block 4: Financial product development:
a Marketing-Finance Approach
Create successful
financial products!!

• 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!

Faculty of Economics and Business Administration

Wrapping up the Master’s thesis

Block 4A has arrived!

No problem!
You have been working on your thesis all year
long and you are ready!

• You have:
– One year of business interaction
– One year of academic support
– An innovative thesis topic

And an exciting job waiting for

youof Economics
Faculty when and you have
Business defended!
Administration
 That’s the Program!
M.Sc. IB – Marketing-Finance
Term 1 1 Shareholder Value
and
Master’s Thesis
Market Based Assets

2 Institutional Investors Return on Relationships

2A Skills Training Course:

Writing a Master’s Thesis

3 Behavioral Finance Value-Based Marketing

Term 2 4 Financial Product Development: A Marketing

Finance Approach Master’s Thesis

4A Completing the Master’s Thesis

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

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

Faculty of Economics and Business Administration

Thanks for coming!

For more Information,

visit:

www.unimaas.nl/marketingfinance

Any Questions?

Faculty of Economics and Business Administration