In my position as Associate Professor in Marketing, I am affiliated to the Maastricht University School of Business and Economics. My field of expertise is service marketing and next to my teaching assignments, I am involved in practically all programmes and trainings for professionals related to marketing, such as the executive MBA programme, management courses or tailor-made trainings for organisations.
An exciting and dynamic field
“Marketing is an exciting field,” says Brüggen. “It derives insights from psychology but also from quantitative methods. One moment we’re busy studying people’s behaviour, the next we’re engaged in data analysis. It is this diversity that makes marketing so interesting.
“Marketing is also a dynamic professional field. A new domain in marketing for example is big data. Simply put, big data is an enormous collection of datasets. The big challenge is to analyse this complex data and to translate it into information and new insights. These insights can help companies to develop new products and services and to become more client-oriented.
“I am involved in the MBA programme, where I am in charge of the Strategic Marketing module. In this module, we look at the value proposition of a company – what is it that you can offer your customer that your competitor cannot? We also look at customer valuation. The idea here is to determine which customers are the most valuable for your company. We also look at value creation, i.e. in what way employees who are directly in contact with your customers are able to add and create value. Finally we also focus on price strategy. Many companies still apply cost-plus pricing, while customer-value based pricing has much more to offer to a company.”
“In the Strategic Marketing module of the Management Essentials programme, we also deal with the concept of value proposition. Next to this, the programme includes topics such as Consumer behaviour, Brand management and Communication.
Combining theory and practice
“In all our programmes, the combination between academic knowledge and practical application plays a central role. Participants learn not only from the knowledge that we as teachers are able to share with them but especially from the direct application of this knowledge into their own practical cases and from drawing lessons from the experience of fellow participants.
“Our expertise in the field of service marketing is regularly hired by service providers. In this type of tailor-made programme, our goal is to develop a customer-oriented approach. Thanks to the Customer Journey Model, we are able to map the customer’s journey and the contact moments between the customer and the company, the so-called touchpoints. The Gap model allows us to see where there are gaps in the service offering and where improvements can be made. We use a blueprint to describe in detail all the processes that take place in the organisation and to optimize the setting up of these processes. This task is much more complex with a service than with a product. Finally, we focus on so-called hybrid solutions, which are combinations of products and services that can be offered to the customer.
Leading Business Services
“I am currently busy with the preparation of the Leading Business Services programme, which will start in September. We are developing this programme on behalf of Philips, Vanderlande Industries and Océ, in collaboration with the Rotterdam School of Management. The programme aims to support the transition of product-manufacturing companies into service-providers.”
By Postgraduate Education