How to generate and use customer insights and create sustainable customer relationships?
In this programme, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. We use state-of-the-art scientific knowledge in our teaching and invite guest lecturers from companies in all our MSc courses. The MSc in Marketing comprises two tracks: Marketing Management (MM) and Marketing Intelligence (MI).
Within the MM track, students will be educated more thoroughly on specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.
Within the MI track, students will be educated thoroughly on methods that allow them to analyze and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the MI function are used as a basis for making research-based strategic and tactical marketing decisions.
It is also possible to take a double degree programme in Groningen and Oslo or Münster. You can not apply for one of these double degree programmes as such, but you first need to follow the MSc Marketing (with the specialisation MI). After the first semester, you can apply for the add-on year in Oslo or Münster. Selection will take place based on grades and motivation.
"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."