Become a true business strategist, able to understand, create and deliver customer value from a service-dominant perspective.
Doing business in today’s world is not merely about delivering goods; providing service is the real core of sustainable value creation. So how can you enable businesses to keep creating and delivering that service value? And what technologies do you need in facilitating those services? In other words: how can you develop business strategies for understanding, creating and delivering customer value from a service-dominant perspective? That’s what the specialisation in Strategic Marketing & Servitisation (SMS) is all about.
This specialisation will help you become a business leader with a bird’s eye view of a company, the market it operates in and the need for digitally facilitated services. While many other specialisations zoom in on a specific aspect of running a company – such as finance, IT or human resources, SMS will give you a broad overview of both internal and external aspects of running a successful company in an ever-increasing digitalised world.
Within this specialisation, it all boils down to one question: how can you be truly valuable to your customer? It forms the starting point of any business strategy. As a student, you will become skilled in analysing the needs and wants of the market as well as in converting the outcomes into effective business and marketing plans. Whereas other marketing programmes often focus on business-to-consumer (B2C) marketing, this specialisation focuses on business development in a business-to-business (B2B) context for service firms and manufacturers. You will learn to analyse the whole range of – often highly interdependent and sometimes conflicting – factors involved in making strategic decisions, from internal business aspects to external market developments and supply chain issues.
Through many real-life cases, you will dive into ‘classic’ concepts such as brand management, business model innovation, customer relationships and global strategy making. Moreover, you will become familiar with more advanced (digital) topics, such as the Internet of Things (IoT), big data, neuromarketing and, of course, (digital tools for) servitisation. You will learn how to anticipate such smart-technological developments and analyse their value for businesses. You will not only get taught by leading UT professors but also by guest lecturers from B2B markets. This way, you will get acquainted with real-life challenges and prepare yourself optimally for your future career.
As a graduate of this Master's and this specialisation, you have acquired specific, scientific knowledge, skills and values, which you can put to good use in your future job.
Is this specialisation not exactly what you are looking for? Maybe one of the other specialisations suits you better. Or find out more about these other Master’s: