Marketing, Innovation and Technology - MBA module Business & IT

In short

  • Breukelen
  • Spring 2022
  • 3 x 2 days and 1 return day
  • 6-8 (excluding lectures)
  • English
  • € 6,395 (VAT exempt)

Marketing, Innovation & Technology

The main challenge that technology, innovation and marketing professionals face is how to support the business by analyzing the above uncertainties to be able to create value for the customer in a way that creates value for the organization. One important challenge for those professionals is to develop a broader outlook rather than maintaining a focus on the efficiency of their own discipline’s processes. It is then that they can effectively tackle these effects and how they influence the organization of business and customer decision making. The cooperation and interaction between marketing and that this module seeks to investigate.

What will you get out of it?

  • Understand the value of cooperation between marketing, innovation and technology disciplines
  • Connect and intertwine Marketing, Innovation and Technology and  convert this into competitive advantages for the organization
  • Be aware of the disruptive nature of technology and customer needs
  • Learn how to anticipate on changes in consumer behavior caused by new technologies
  • Describe, explain, and foresee client behavior with the help of technology
  • Understand the value of cooperation between marketing, innovation and technology disciplines
  • Learn how to anticipate on changes in consumer behavior caused by new technologies
  • Describe, explain, and foresee client behavior with the help of technology

Henry Robben (1960) is Professor of Marketing at Nyenrode. His research interests include strategic marketing, innovation management, and new product development. He has published on these and other topics in journals such as the International Journal of Research in Marketing, the Journal of Product Innovation Management, the Journal of Strategic Marketing, and R&D Management.

He has been a visiting professor at AVT Business School (Denmark), DTU Business School (Denmark), the Mediterranean Agronomic Institute at Chania (Greece), the Nelson Mandela Metropolitan University (South Africa), the Stellenbosch University Business School (South Africa), the Southwest University of Finance and Economics (China), Tias School for Business and Society (The Netherlands), the University of Utrecht School of Economics (The Netherlands), and the University of West Florida (USA).

He has co-authored several books, including Visionaire Marketing (with Rudy Moenaert), Strategisch denken in marketing (with Rudy Moenaert), Marketingmanagement: De Essentie (with Philip Kotler, Kevin Lane Keller and Maggie Geuens), Marketing Strategy and Organisation (with Rudy Moenaert and Peter Gouw), and Marketing with ballen (with Rudy Moenaert). Courses taught include Industrat, marketing management, marketing strategy, marketing and innovation management, B2B marketing, Markstrat, research methods, and services marketing, in degree and executive programs.

Besides his activities for Nyenrode, Henry is a regular speaker at academic and managerial conferences, and acts as an independent consultant to companies.

What are you going to do?

The module Marketing, Innovation and Technology (MIT) is divided into three blocks. Each block focuses on a specific selection of topics that are related to Marketing, Innovation and Technology. The blocks are closely related to each other and interlinked.

Block 1: Marketing & Competitive Advantage
Block 2: Technology & Transformation
Block 3: Digital Innovation


Start spring 2022. Dates not available yet.

Create your own MBA

We understand combining work, study and personal life can be quite a challenge. That is why we have developed a modular MBA program. You create your own MBA and follow one or more modules or a complete MBA (containing a minimum of two track modules (specializations), six basic modules, the international study trip and the MBA thesis).

Want to know more about the content of the module or our Modular MBA program? Attend an experience session. For personalized advice please contact our program advisors via +31 346 291 001 or

Admission and application

To be eligible for the module Marketing, Innovation & Technology you need:

  • At least 5 years' work experience as (general) manager or in an influential/strategic position
  • Proven minimum bachelor's level of work and/or education
  • Affinity with business and IT
  • Sufficient knowledge of English.

Experience session

If you are interested in this module, please join us for an experience session. This allows you to familiarize yourself with the course content and attend a trial lecture. You will also meet current and past participants so you have the opportunity to find out how they combined our program with busy jobs and social lives.

Personal consultation

You can also contact us at any time for a personal consultation; we are happy to advise you and answer any questions you may have.

Apply now

Have you become excited about Nyenrode's module Marketing, Innovation & Technology? Apply now. After your application has been received, we will send you an email outlining what we need to complete your registration.

What are the costs?

Your investment for this module is € 6,395. This amount is exempt from VAT and includes access to all of Nyenrode's physical and virtual student facilities as well as food and drinks on course days. Hotel accommodations are not included in the price and can be booked separately.

All amounts and terms are indicative (excluding additional costs, unless otherwise stated) and subject to periodic changes.