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Marketing

Programma

  • 1 jaar

    You follow high-level research-based marketing management and/or marketing intelligence courses through which you learn to identify customer needs and serve the market accordingly. In both tracks (Marketing Management and Marketing Intelligence), you take courses related to the three core topics of the programme (strategic marketing, marketing research methods and consumer behavior), and courses chosen from a list of electives.

    Both profiles are rounded off with a Master's thesis.

    You follow high-level research-based marketing management and/or marketing intelligence courses through which you learn to identify customer needs and serve the market accordingly. In both tracks (Marketing Management and Marketing Intelligence), you take courses related to the three core topics of the programme (strategic marketing, marketing research methods and consumer behavior), and courses chosen from a list of electives.

    Both profiles are rounded off with a Master's thesis.

Programma-opties

  • Marketing Management (profiel)

    Marketing management concentrates on the strategies and methods that companies can use to meet the wishes and requirements of consumers in the relevant market segment(s).

    The MM track will give students a thorough grounding in specific marketing disciples such as branding and new product management, customer management, marketing communications, retailing, and business-to-business marketing. Upon graduation, MM students will be able to make, implement, monitor and evaluate research-based strategic and tactical marketing decisions. For this track you should take at least three of the six Marketing Management courses. You can also choose up to two courses from other programmes or the MI track. After completing this programme, you will receive an MSc in Marketing with a Marketing Management profile.

  • Marketing Intelligence (profiel)

    Marketing intelligence and research is about understanding customers and generating customer insights.

    The MI track will give students a thorough grounding in methods of analysing and modelling data, including secondary and big data, to track a company's marketing performance and generate new customer insights. The information and insights generated by MI specialists are used to make research-based strategic and tactical marketing decisions.

    Upon graduation, MI students should be able to collect, retrieve, manage, and analyze data, interpret the results, generate insights, and report conclusions.

    For the Marketing Intelligence track, you must follow the four compulsory MI courses. In addition, you can choose up to two course units from other programmes or the MM track. After completing this programme you will receive an MSc in Marketing with a Marketing Intelligence profile.

  • Double Degree Strategic Marketing Intelligence (specialisatie)

    2 year Double Degree programme in Groningen and Oslo

  • Double Degree Marketing and Finance (specialisatie)

    2 year Double Degree programme in Groningen and Münster

  • Double Degree Master China and the World Economy (specialisatie)

    2 year Double Degree programme in Groningen and Fudan

  • Healthcare Management Focus Area (specialisatie)

    Focus your MSc on Healthcare Management and open up extra career opportunities. There are two steps to the Healthcare Management Focus Area-

    1) complete two of four chosen electives 2) write and round off an MSc thesis on a healthcare management topic

  • Energy Focus Area (specialisatie)

    Focus your MSc on Energy and open up extra career opportunities. There are two steps to the Energy Focus Area-

    1) complete two of four chosen electives 2) write and round off an MSc thesis on an energy topic

  • Master Internship (specialisatie)

    Opportunity for an internship between February and June. You will be rewarded 15 ECTS on top of your programme. Your thesis will be postponed to the first semester of your next study year.

Opbouw programma

Vak
MI - Consumer Psychology (5 EC)
MI - Customer Models (5 EC)
MI - Data Science and Marketing Analytics (5 EC)
MI - elective(s) (10 EC)
MI - Marketing Engineering (5 EC)
MI - Marketing Research Methods (5 EC)
MI - Market Models (5 EC)
MI - Master's Thesis Marketing (20 EC)
MI - Strategic Marketing for MSc Marketing (5 EC)
MM - Consumer Psychology (5 EC)
MM - elective(s) MSc Mark. Man. A (15 EC)
MM - elective(s) MSc Mark. Man. B (10 EC)
MM - Marketing Research Methods (5 EC)
MM - Master Thesis Marketing (20 EC)
MM - Strategic Marketing for MSc Marketing (5 EC)

It is also possible to take a double degree programme in Groningen and Oslo. You can not apply for this double degree programme as such, but you first need to follow the MSc Marketing (with the speciasiation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation. You will earn two European Master's degrees.

Check for in-depth info on all courses: https://www.rug.nl/ocasys/rug/vak/showpos?opleiding=5262

It is also possible to take a double degree programme in Groningen and Oslo. You can not apply for this double degree programme as such, but you first need to follow the MSc Marketing (with the speciasiation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation. You will earn two European Master's degrees.

Check for in-depth info on all courses: https://www.rug.nl/ocasys/rug/vak/showpos?opleiding=5262

Studeren in het buitenland

  • Studeren in het buitenland is facultatief
Waarom in Groningen?

Our Marketing Department is among the top 5 Marketing Departments in Europe. All programmes are research-based, combining high-quality lecturers teaching course units related to their research with, for example, guest lectures, real-life cases and simulation games. Moreover, the programme is internationally accredited, guaranteeing a high-quality education that meets both the AACSB and EQUIS standards, a status which only one percent of business schools worldwide achieve.

Our Marketing Department is among the top 5 Marketing Departments in Europe. All programmes are research-based, combining high-quality lecturers teaching course units related to their research with, for example, guest lectures, real-life cases and simulation games. Moreover, the programme is internationally accredited, guaranteeing a high-quality education that meets both the AACSB and EQUIS standards, a status which only one percent of business schools worldwide achieve.

Studying means working independently and planning your studies yourself. But successful studying depends on many different factors, so it is understandable that you may need to consult an impartial expert to discuss your study progress and personal circumstances that influence your studies. The faculty's study advisors are available to help you. Obviously, everything discussed with the study advisor remains confidential.

Studying means working independently and planning your studies yourself. But successful studying depends on many different factors, so it is understandable that you may need to consult an impartial expert to discuss your study progress and personal circumstances that influence your studies. The faculty's study advisors are available to help you. Obviously, everything discussed with the study advisor remains confidential.

  • Testimonial van Ana Oshkalo

    Courses are modern and applicable to real-life situations

    The professors here work hard to make the courses modern and applicable to real-life situations. There is a wide choice of subjects connected to different areas of marketing. A lot of attention is paid to market research and in my view it is a very important trend in the modern business environment.

    "I did my Bachelor's degree in Russia, but I always wanted to do my Master's abroad. I spent a lot of time browsing the internet to find a nice university and found the RUG. I decided to study in the Netherlands because the school of marketing is very good here and there is a wide variety of international Master's programs. I chose Marketing because in Russia in the last 2 years of my degree I specialised in marketing and then worked in marketing for a year, so it was a logical step for me. The professors here work hard to make the courses modern and applicable to real-life situations. There is a wide choice of subjects connected to different areas of marketing. A lot of attention is paid to market research and in my view it is a very important trend in the modern business environment. I think the study here is really great. The workload is quite high as well, which is challenging, but makes student life very dynamic and interesting. After finishing my degree I would like to work in the marketing department of some international company, dealing with different markets and all the cultural differences. It is exciting! I believe the education I receive in the Netherlands will help me to build a great career and realise my potential. I also plan to learn more languages, in addition to Russian, English and Spanish, the ones I already speak."

    Sluiten
    – Ana Oshkalo
  • Testimonial van Thom Neeleman

    "Theory and practice are optimally combined during this Master's degree."

    "I opted for the MSc in Marketing Management because I gained significant knowledge during the specialist Marketing course unit I took during my BSc in IB.

    During my Master's degree I acquired in-depth knowledge of issues across a broad marketing spectrum. Some course units offered a practical understanding of the way customers think and react while others explored ways of doing research within marketing. Additional course units in business topics, such as Purchasing, are also offered to give you a broader practical understanding of business.

    While studying this Master's programme I found out that the workload, especially the reading material, is significantly more than during your Bachelor's degree. However, because the literature is directly applicable to marketing it is worth reading. Moreover, the lecturers have good contacts with actual marketing practitioners, who they often invite to give guest lectures and provide insights into the current world of marketing. Theory and practice are optimally combined during this Master's degree."

    Sluiten
    – Thom Neeleman
  • Opleidingsvideo

    Study Marketing in Groningen

    Marketing concentrates on the strategies and methods that companies can use to meet the wishes and requirements of consumers in the relevant market segment. Without this knowledge, the company will not be successful. Therefore, insight into consumer behaviour is indispensable, as is knowledge of the strategies and instruments that can be used to identify consumer needs and serve the market. You analyze consumer markets and business markets, and the markets for goods and services..

    Sluiten
    – Opleidingsvideo
  • Opleidingsvideo

    – Opleidingsvideo
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