University of Twente

Course Details

Msc Business Administration (Strategic marketing & business information)

Course Description

Effective strategic marketing decisions depend upon the ability to understand customer value, including the creation and delivery of value. In this process, and considering that value cannot be created in isolation, companies must rely on existing or new networks, alliances and strong relationships with customers. The role of accurate and timely business information is considered essential in this endeavour. The lack of such information can lead companies to make poor strategic marketing decisions. While human interaction and face-to-face relationships remain important sources of business information in the ‘physical world’, the internet and IT-based systems are increasingly being regarded as strategically critical sources of business information. Internet technology enables companies to make drastic changes in their strategies through the instantaneous analysis and management of business information at several levels. This ‘virtual world’ is opening new opportunities for companies to increase their absorptive capabilities and to allow for the client customization and personalization that is essential to redesigning the organization and its services and products. Nevertheless, companies need both the ‘physical world’ and the ‘virtual world’ in order to thrive and to be successful within the increasingly agile global business contexts in which the understanding, creation and delivery of customer value remain the key objectives. This specialization addresses questions concerning how companies can integrate these two worlds in order to develop effective global strategies and stay ahead of the competition.

Course Duration

NumberDuration
1year

Career outcomes

There are many career opportunities for graduates who understand the importance of marketing strategies and planning in digital and networked environments, as well as for those who understand and are able to use the various advantages of business information systems. Commercial organizations in the B2C and B2B domains, service organizations, consulting firms and nonprofit organizations are seeking marketers with advanced knowledge in business information and digital technologies, as well as business information specialists with an affinity for modern marketing methods and strategies. According to a recent study by the University of Southampton/School of Management, the field of marketing is becoming increasingly digital and information based. This trend is reflected in the nature of existing marketing-related vacancies.




Msc Business Administration (Strategic marketing & business information) University of Twente