De vier beste marketingscripties van Nederland bekendgemaakt

De vier beste marketingscripties van Nederland bekendgemaakt

Scripties finalisten Dutch Marketing Thesis Award gaan over: advertentiemeettechnieken, effecten van flexibel werken, effect van sfeer op fast food dining en de impact van huis-aan-huis flyers

2 april 2019 om 21:55 - door PIM Redactie - 19 reacties

Rotterdam, 2 april 2019 – De Nederlandse marketingwetenschap heeft internationaal gezien een goede reputatie. Voor een klein land heeft Nederland een hoogwaardige academische marketinggemeenschap die voortdurend goed scoort op de internationale ranglijsten. De afstudeerscripties van marketingstudenten aan Nederlandse universiteiten leveren dan ook opvallende inzichten op die bruikbaar zijn in de praktijk. De beste thesis wordt daarom ieder jaar door Platform Innovatie in Marketing (PIM) beloond met de ‘Dutch Marketing Thesis Award’.

Beste marketingafstudeerscripties

Ter afronding van hun studie stellen masterstudenten in Nederland een thesis op. Het onderwerp van het onderliggende onderzoek ligt veelal op het raakvlak van de persoonlijke interesses van de student en de nieuwe ontwikkelingen binnen het marketing vakgebied. Om een brug te leggen tussen wetenschap en praktijk brengt PIM in nauwe samenwerking met Marketing Associatie Nederland de beste marketingafstudeerscripties onder de aandacht. Dit jaar gebeurt dat tijdens het event ‘The war for (marketing)talent’, dat op maandag 15 april 2019 plaatsvindt aan de Erasmus Universiteit Rotterdam.

Beoordelingscriteria finale 

Op 15 april presenteren de vier beste marketingscriptanten van Nederland de uitkomsten van hun onderzoek. De scripties zijn in 2018 beoordeeld met minimaal een 8,5.
Het onderzoek dient over duidelijke managementimplicaties te beschikken. Daarnaast maakt de persoonlijke presentatie onderdeel uit van de beoordeling. Een professionele jury beoordeelt de theses plus presentaties en kiest de winnaar.

Genomineerden ‘Dutch Marketing Thesis Award 2019’

De genomineerden zijn:
• Daphne Oldenburger, Universiteit van Amsterdam: ‘Playing the flexibility card: who do organizations attract by offering flexible work practices and how?
• Bradley de Leeuw, Tilburg University: ‘A large-scale analysis of observational methods for advertising measurement: enhancing existing approaches using propensity score matching’;
• Olaf van der Burg, Erasmus Universiteit Rotterdam: ‘Gains and pains of upgrading the dining atmosphere: a natural field experiment in the fast food industry’;
• Nick Roode, Rijksuniversiteit Groningen: ‘The impact of door-to-door store flyer content decisions on customer behavior: a quantitative research.
Eerdere winnaars van de award zijn Mike Broeren en Manon Struijs, beide voormalig studenten van de Universiteit van Tilburg.



Manon Struijs, ex-student Universiteit van Tilburg ontvangt Dutch Marketing Thesis Award 2018 uit handen van juryvoorzitter Hans Molenaar.

Ontwikkeling van jong marketingtalent

“PIM vindt het belangrijk om aandacht te schenken aan zowel wetenschappelijk marketingonderzoek als de ontwikkeling van jong talent”, stelt juryvoorzitter Hans Molenaar. “Daarom heeft het platform deze award in het leven geroepen. De genomineerden laten in hun afstudeermarketingscripties wetenswaardige bevindingen zien die bijzonder interessant voor het marketingvakgebied. Deze onderzoeksresultaten zijn zonder uitzondering uitermate relevant voor de dagelijkse marketingpraktijk, van start-up tot en met multinational.”

Juryleden ‘Dutch Marketing Thesis Award 2019’

• Hans Molenaar, directeur van Beeckestijn Business School (juryvoorzitter);
• Riko Ooijevaar, domain enhancer & head of personalized journeys & webshop administration bij Coolblue;
• Kirsten Jansen - van den Broek, marketing & communication manager bij Undutchables;
• Christophe Lembregts, assistant professor aan de Rotterdam School of Management, Erasmus Universiteit Rotterdam

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