Marketing

Superior performance by delivering superior customer value

More and more companies are realizing that success depends on their ability to offer unique value to their customers: products and services that customers appreciate and that stand out from those offered by competitors. The discipline of strategic marketing concentrates on this process and is therefore of crucial importance to companies.

Innovation
How do firms create superior value for customers and society at large? How do they maintain their competitive advantage? Innovation is essential to successfully address these questions. Organizations need to understand how customers and society respond to innovation and how innovation can best be fostered. Related to these issues, our faculty addresses research topics such as consumer innovation adoption, co-creation and knowledge transfer, and business-tobusiness contractual agreements.

Cross-cultural research methods
How do customers respond to marketing efforts in an international context? How do cultural differences affect customers’ behaviour? Marketing research methods need to address potential cross-cultural differences in order to formulate effective managerial recommendations. Our faculty engages in research that is aimed at improving research methods, enabling us to operate highly effectively in today’s increasingly international research environment.

Consumer behavior
Why do consumers act in certain ways? Why do consumers choose certain suppliers? What motivates consumers’ behaviour and choices? These are just some of the few questions that research into consumer behaviour focuses on. Our faculty engages in consumer behaviour research, addressing topics such as optimal consumer choice-set compositions, the effect of consumer involvement, the role of motivations, or the effects of environmental cues.

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Parttime Master of Science Marketing

VU University offers a parttime Master of Science Marketing (Dutch). 

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