This spring, we offer you the best in continued learning through 7 state-of-the-art masterclasses on marketing and business information management-related topics.
Each masterclass will blend theory and practical insight about a topical issue, as our world-class faculty teams up with leading practitioners to deliver a series of unique evening masterclasses. These sessions will not only broaden your knowledge on the latest developments in marketing and business information management, they will also serve as an opportunity you to share your experiences and network.
All sessions take place in the lecture rooms of the Bayle (J) building on campus in Rotterdam, Burgemeester Oudlaan 50.
18.00 Registration and buffet dinner
19.00 Session starts
20.30 Networking drinks
The effect of price-fairness concerns on price discrimination | 2 Mar
Dr. Alina Ferecatu, Assistant Professor of Marketing, RSM, Hong-May Cheng, Partner, Simon-Kucher & Partners and Nina Hoette, Consultant, Simon-Kucher & Partners
Consumers are increasingly aware of pricing strategies such as those based on behaviour, or dynamic pricing. They sometimes perceive them as unfair, which might result in negative consequences for sellers. What makes customers decide to switch to competitors’ products, spread negative information, or engage in other behaviours that can damage a company? In this session, we’ll explore consumers’ concerns about price fairness and limiting price discrimination, and will share insights into successfully dealing with consumers’ sense of fairness.
Digital transformation and your firm | 14 Mar
Prof. Eric van Heck, Professor of Information Management and Markets, RSM & Edgar van Zoelen, Head of HealthSuite Labs & Ecosystem Management, Philips
Digital technologies and mobile applications not only revolutionise the way industries and organisations do business. Big data, cloud computing and the internet of things also influence relationships with customers; how firms develop new products and services, organise and manage operations, and run their networks. They provide the basis for new business models. In this session, discover with top-level practitioners and academics how firms are undergoing digital transformation, and the impact on business performance.
Advances in Sports Analytics and Lessons for Management | 18 Apr
Dr. Otto Koppius, Assistant Professor of Decision and Information Sciences, RSM & a speaker from SciSports
Ever since the publication of ‘Moneyball’, the use of Big Data and Analytics has swept throughout professional sports, as the high-value stakes and the ever-present need to outperform competitors forces sports organisations to search for continuous performance improvements. Drawing on examples from sports, we will discuss how analytics can uncover winning tactics on and off the field, helps to prevent athletes’ injuries and improve their fitness and how it assists in improving talent development and we will show what managers in other industries can learn from sports analytics. Together with a guest speaker from SciSports, the leading provider of advanced football analytics in the Netherlands and the revolutionary BallJames system, we will focus in particular on how analytics is transforming the football industry.
Assortment optimisation in the era of 'the everything store' | 10 May
Dr. Robert Rooderkerk, Assistant Professor of Emperical Research Methods, RSM & Remco Wilting, Manager Data Science, Wehkamp
The range of products offered by retailers, especially online, is burgeoning, so consumers have to search harder and make more choices. Customer retention and long-term profitability depend on optimising your assortments’ composition and layout for findability and conversion, thus maximising short and long term customer satisfaction. Marketing analytics, big data and psychology can reveal how consumers interact with assortments, and how to apply filters and recommendations. This session will help you to understand how an assortment is much more than the sum of its parts.
How to design great customer experience | 24 May
Dr Christophe Lembregts, Assistant professor of Marketing, RSM & Marco Nieboer, Global Head of eCommerce, Jacobs Douwe Egberts
Companies such as Starbucks, Netflix and Spotify have realised that a crucial source of competitive advantage lies in the provision of a compelling customer experience. Retailers of entertainment and luxury beverages are setting the trend for gaining and sustaining competitive advantage in an increasingly competitive environment. But what are the psychological factors that generate a great customer experience, and how can they be applied to other sectors? In this session, and using insights from academic theory and international practitioners, we identify general principles for designing better customer experiences.
Terms of Registration
Rotterdam School of Management, Erasmus University (RSM) reserves the right to cancel or to reschedule the event, sessions, locations or times, or to arrange substitute speakers if this is absolutely necessary due to unforeseen reasons which are out of control of RSM. In these cases, RSM is not required to compensate travel or accommodation costs, loss of working time, or other damages. If, after registration, you are unable to attend, you may send a replacement participant. RSM cannot refund your registration.
Date and Time
Rotterdam School of Management, Erasmus University
50 Burgemeester Oudlaan
Bayle (J) Building
3062 PA Rotterdam