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Frontiers in Marketing & Business Information Management
Tue, 14 Feb 2017, 18:00 – Wed, 24 May 2017, 21:00 CET
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
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 last decade has witnessed dramatic assortment proliferation, offline, but especially online. Many e-tailers have the ideal to be(come) the everything store; selling every imaginable product. Consumer greatly benefit from the resulting convenience that comes with one-stop shopping. However, there are also many disadvantages. Consumers can experience searching for the right product as looking for a needle in a giant haystack. When many alternatives are offered, the costs of processing assortments rise tremendously, whereas anticipated regret from choosing the wrong product becomes more salient. Consequently, retailers have to optimise their assortments in terms of composition and layout such that they balance attraction (“drawing consumers to the store and/or category”) and conversion (“having consumers buy”). In addition, they need to maximise both short and long term customer satisfaction, which will translate to customer retention and long-term profitability. Fortunately, companies can use all sorts of technology, such as filters and product recommendations, to achieve these goals. In this session, we will discuss insights from marketing and psychology on how consumers interact with assortments. Next, we will discuss how analytics and Big Data can be used to capture these interactions, and optimization techniques to capitalize on the revealed interactions. At the end of this session you will understand how an assortment is much more than just the sum of its parts.
Design for Delight - How to design great customer experiences | 24 May
Dr Christophe Lembregts, Assistant professor of Marketing, RSM & Marco Nieboer, Global Head of eCommerce, Jacobs Douwe Egberts
How can companies gain and sustain competitive advantage in an increasingly competitive environment? In recent years, companies such as Starbucks, Netflix and Spotify have realized that a crucial source of competitive advantage lies in the provision of a compelling customer experience. But what are the psychological factors that drive a great customer experience and how to apply them to companies? Combining insights from both theory and practice, we identify some general principles that help 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