The Strategic Marketing & Servitisation study programme

In the Strategic Marketing and Servitisation specialization that is part of our Master’s programme in Business Administration, you will learn how to develop business strategies for understanding, creating and delivering customer value from a service dominant perspective. You will engage with the latest scientific concepts and insights regarding strategy, and how to apply, analyse and offer solutions in an international, high-tech business environment in which service provision is the core of sustainable value creation. The track will also equip you to use sophisticated analytical practices, for example, for conducting market research, or for assessing the value of certain business information and what it means for business model innovation. This will help you to contribute to better strategic  decisions. Overall, you will learn to help companies develop solid, longer-term strategies, while also embracing the ongoing, more hands-on process of strategizing in response to day-to-day changes, opportunities and threats. As an SMS graduate, you will be the boundary spanner enabling companies to develop and implement strategies that are both visionary and pragmatic.

The SMS track is a full-time, one-year, internationally oriented programme taught entirely in English. On completing it, you will gain the title of Master of Science (MSc).

SMS curriculum 

The Business Administration Master’s at the University of Twente is worth a total of 60 ECs. In addition to the four mandatory core courses in Business Administration (15 ECs), the specialization in Strategic Marketing & Servitisation consists of your choice of at least three out of five track-specific courses (15 ECs), and one elective course (5 ECs), as well as a Master’s thesis (25 ECs).

Compulsory courses

  • Entrepreneurial Leadership & Responsible Organizational Design
  • Qualitative Methods in Business Research
  • Quantitative and Design Methods in Business Research
  • Business Valuation & Corporate Governance
  • Master’s thesis

Three track-specific courses

For the SMS specialization, you can choose three of the following five electives:

  • Brand Management
  • Business-to-Business Marketing
  • Smart Industry
  • Advanced topics in Digital Marketing
  • Global Strategy and Business Development

One additional elective course

You can choose your fourth elective from any of the electives offered across the seven Business Administration tracks.

For a full overview of courses, check the MSc Business Administration Study programme 2020-2021

Course contents

Brand management

In this course, you will explore the various aspects of Brand Management through lectures and real-world business cases. Starting with a brief introduction on the topic of Brand Management, you will quickly engage with key concepts and practices, and with contemporary issues affecting this discipline.

Brand Management sessions

  • Introduction to Brand Management
  • Evolving role of the Brand: FMCG, Corporate and Service Branding
  • Post-modern Branding
  • Brand Experience and Experiential Marketing
  • Building Brand Identity
  • Brand Equity Measurement
  • Business to Business Branding
  • Brand Elements
  • Experience, Meaning and the Brand
  • Service Design
  • Design for Brand Experience
  • Brand Extensions and Alliances
  • Internationalization and Rejuvenation
  • Presentation

What you will learn

On completing this course, you will be able to identify, explain and apply key brand and brand management concepts; explain the relationship between brand and customer experience; develop a brand strategy considering managerial and experiential aspects; design brand-based value propositions; apply the brand meaning/proposition in new use contexts and adapt it to changing realities; evaluate the alignment between brand and customer experience.


This course draws on multiple instructional methods to highlight topics from both a practical and a theoretical point of view. You will be working in small teams most of the time, while attending lectures in which concepts are explained and elaborated. In tutorials, you will analysis real-world cases. You will also engage in serious games to learn more about customer value experience from a service dominant logic. Guest lecturers from B2B markets will share with you they cope with these concepts in practice.

Key B2B Marketing topics

  • Organizational Buyer Behaviour
  • Relationship Management and Development
  • Customer Value
  • Decision-Making
  • Business Marketing Analysis
  • Inter-Organizational Relationships, Networks, and ecosystem development

What you will learn

You will learn to understand, create and deliver value in business markets, and how to navigate the complexities and managerial challenges involved. Also, you will become familiar with the many interdependencies that distinguish the B2B from the B2C market, learning how they work and how to leverage them effectively form a strategic point of view. You will also why buying processes in B2B markets are complex, and which capabilities supplier firms need in order to reduce complexities, for example, by shifting their emphasis from products and services to various aspects of value-in-use. This course will also help you to develop the analytical and critical skills that you will need in order to transform the B2B challenges of firms into solid, hands-on solutions.


The Advanced Topics in Digital Marketing course is the course to choose of you want to engage with emerging technologies that are shaping (digital) marketing, such as the Internet of Things (IoT), Neuromarketing, Big Data, or Cloud Computing. The focus is on a managerial, strategic approach of problems related to online/digital marketing. This means you will acquire knowledge and competence in digital marketing technologies and tactics. The course also includes training in the use of ICT, and in the latest techniques in digital marketing, digital marketing research and digital analytics.

What you will learn

The main goal of this course is to give you the knowledge, competence and skills you need to manage business in today’s rapidly changing online and mobile environments. You will get familiar with ‘traditional’ digital marketing topics – such as online customer behaviour, the creation of a successful online presence, and social media marketing – as well as more advanced topics. For example, you will be able to improve customer engagement; cope with reputation management; use techniques for capturing, analysing and utilizing customer data; and develop innovative products based on customer data and co-creation. You will also get exposed to the new area of Cognitive Computing and improved decision-making using tools based on IBM WATSON® technology. The course will help you understand the impact and pervasiveness of information and communication technologies (ICT) in today’s business environment, particularly in marketing. You will also learn to evaluate and apply current tools and technologies based on ‘Social, Big and Open Data’ as part of your marketing strategy.


This course draws on the basics of a business model and studies its usefulness for companies in today’s rapidly changing markets and global contexts, mapping the consequences for strategy and business development. We will work successively through each part of the business model framework and beyond, discussing a new part in more depth each week.

Global Strategy & Business Development topics

The topics in this course follow the structure of a business model, and include:

  • Business model innovation
  • Scenario analysis
  • Customer value analysis
  • Customer relationships
  • Value proposition
  • Dynamic Capabilities
  • Strategy making

You will also look at competitiveness and the role of partners in different developmental stages of a business model, for instance, strategic alliances and joint ventures. During the course, you will work on cases of firms that successfully and less successful were challenged with strategic, marketing and business development problems in an increasingly complex and dynamic business environment. As you systematically analyse these cases, you then draw out implications for strategic change and business development. You will also probe the future of a business using strategic foresight techniques.

What you will learn

This course will help you understand why business organizations cannot successfully strategize, compete and cope with industrial and global developments without a carefully considered business model. You will learn how to apply an integrated approach for developing a business model for a new venture, as well as how to adapt business models to change, or anticipated change.

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