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Education Master's and PhD degree programmes Marketing
Header image Marketing

Marketing

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 courses. The MSc in Marketing comprises two profiles: Marketing Management (MM) and Marketing Analytics and Data Science (MADS) (formerly known as Marketing Intelligence).

Within the MM profile, you will gain insights into specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.

Within the MADS profile, you will be educated and trained thoroughly on methods that allow you 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 MADS profile are used as a basis for making research-based strategic and tactical marketing decisions.

Facts & Figures
Degree
MSc in Marketing
Course type
Master
Duration
12 months (60 ECTS)
Croho code
60048
Language of instruction
English
Start
February, September
Faculty
Economics and Business
AACSB accredited
Why study this programme 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 that only one percent of business schools worldwide achieve.

It is also possible to take a double degree programme in Groningen and Oslo or Münster. You cannot apply for one of these double degree programmes as such, but you first need to follow the MSc Marketing (with the profile MADS). 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.

Programme

You will follow high-level research-based Marketing Management or Marketing Analytics and Data Science courses through which you learn to generate customer insights and serve the market accordingly. In both profiles, you have specific mandatory courses and courses chosen from a list of electives.

Both profiles are rounded off with a 20 ECTS Master's thesis.

CoursesCourse Catalog >
MADS - Companies, Brands and Consumers (5 EC)
MADS - Customer Models (5 EC)
MADS - Data Engineering for MADS (5 EC)
MADS - Data Science Methods for MADS (5 EC)
MADS - Digital Marketing Intelligence (5 EC)
MADS - elective(s) (5 EC)
MADS - Market Models (5 EC)
MADS - Master's Thesis Marketing (20 EC)
MADS - Statistical Learning in 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 (5 EC)
Programme options
Double Degree Marketing and Information Systems (specialization)

2 year Double Degree programme in Groningen and Münster

Double Degree Marketing and Finance (specialization)

2 year Double Degree programme in Groningen and Münster

More information about this option

Double Degree Master China and the World Economy (specialization)

2 year Double Degree programme in Groningen and Fudan

More information about this option

Double Degree Strategic Marketing Intelligence (specialization)

2 year Double Degree programme in Groningen and Oslo

More information about this option

Marketing Management (MM) (profile)

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).

In the MM profile, you will study 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 profile, 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 MADS profile. After completing this programme, you will receive an MSc in Marketing with a Marketing Management profile.

More information about this option

Marketing Analytics and Data (MADS) (profile)

Marketing Analytics and Data profile is about understanding customers and generating customer insights based on advanced data engineering and analytics.

In the MADS profile, you will study methods of retrieving, managing, and analyzing data, including secondary and big data, to track a company's marketing performance and generate new customer insights. The information and insights generated by MADS specialists are used to make research-based strategic and tactical marketing decisions.

For the MADS profile, you must follow the four compulsory courses: 1)Statistical Learning in Marketing, 2) Companies, Brands and Consumers, 3) Data Engineering for MADS and 4) Data Science Methods for MADS. In addition, you choose at least two-course units from the MADS profile, one course unit from the MM profile, and course unit from the other programmes or the MM and MADS profiles. After completing this programme you will receive an MSc in Marketing with a Marketing Analytics and Data Science profile.

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

More information about this option

Digital Business Focus Area (specialization)

Focus your MSc on Digital Business and gain specialised knowledge in the field. There are two steps to the Digital Business Focus Area-

1) complete two of eight chosen electives 2) write and round off an MSc thesis on a digital business topic

More information about this option

Energy Focus Area (specialization)

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

More information about this option

Master Internship (specialization)

Opportunity to gain work experience by doing an internship in the second semester of your study.

You will be rewarded 15 ECTS on top of your programme. Your thesis will be postponed to the third semester.

More information about this option

Study abroad

  • Study abroad is optional
Entry requirements

Admission requirements

Specific requirementsMore information
previous education

To be eligible for admission to this Master, you need to hold an academic Bachelor's or Master's degree from a research university in one of the following - or closely related - fields: Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business.

To assess whether your educational/academic background meets the specific programme requirements, we will consider the level and curriculum of your previous studies. For more information, please visit: https://www.rug.nl/feb/apply-msc.

other admission requirements

Not meeting the pre-education requirements for direct entry? Please read more about our pre-Master programmes: https://www.rug.nl/feb/premaster.

Transfer options

Study programmeOrganizationTransition
Business EconomicsAll Research universitiesNo additional requirements
Business AdministrationAll Research universitiesNo additional requirements
Econometrics and Operations ResearchAll Research universitiesNo additional requirements
Economics and Business EconomicsAll Research universitiesNo additional requirements
International BusinessAll Research universitiesNo additional requirements
Technologie ManagementAll Research universitiesNo additional requirements

Admission requirements

Specific requirementsMore information
certified competences

GMAT/GRE; for specific scores and exemptions, please see https://www.rug.nl/feb/gmat-gre.

language test

IELTS Academic overall score 6.5 (Speaking 6, Writing 6.5); TOEFL internet-based overall score 90 (Speaking 20, Writing 24); C1 Advanced, C2 Proficiency (with minimum score 180); University of Groningen Language Centre Test (Speaking B2, Writing C1).

previous education

To be eligible for admission to this Master, you need to hold an academic Bachelor's or Master's degree from a research university in one of the following - or closely related - fields: Business Economics, Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business, Technology Management.

To assess whether your educational/academic background meets the specific programme requirements, we will consider the level and curriculum of your previous studies. For more information, please visit: https://www.rug.nl/feb/apply-msc. If you have any questions concerning admission to this programme, please contact our Admissions Office: https://www.rug.nl/admissions.

other admission requirements

Not meeting the pre-education requirements for direct entry? Please read more about our pre-Master programmes: https://www.rug.nl/feb/premaster.

Registration procedure

Students have to apply via Studielink and the Online Application System (OAS) of the University of Groningen. After you apply for the programme of your choice, the Admissions Office will evaluate your educational background and assess your eligibility. Your application will be assessed on an individual basis. More information on how to apply.

Application deadlines

Type of studentDeadlineStart course
Dutch students01 May 202001 September 2020
15 October 202001 February 2021
01 May 202101 September 2021
15 October 202101 February 2022
EU/EEA students01 May 202001 September 2020
15 October 202001 February 2021
01 May 202101 September 2021
15 October 202101 February 2022
non-EU/EEA students01 May 202001 September 2020
15 October 202001 February 2021
01 May 202101 September 2021
15 October 202101 February 2022
Tuition fees
NationalityYearFeeProgramme form
EU/EEA2019-2020€ 2083full-time
non-EU/EEA2019-2020€ 14650full-time
EU/EEA2020-2021€ 2143full-time
non-EU/EEA2020-2021€ 15000full-time

Practical information for:

After your studies

Job prospects

After completing this programme, you will be well suited for a career in marketing.

Marketing Management (MM) graduates might pursue careers as a Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager. Marketing Analytics and Data Science (MADS) graduates might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert, Data Scientist, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).

Because all our programmes are EQUIS and AACSB accredited, a standard which only one percent of universities reach worldwide, your degree will be highly valued in the labour market.

FEB Career Services
To support you in developing your career and strengthen your employability skills, our FEB Career Services empowers you to achieve lifelong success through various career services during your studies. Check: FEB Career Services.

Job examples

  • Brand or Product manager
  • Customer manager
  • Marketing strategy consultant
  • Marketing researcher
  • Marketing or Customer intelligence expert
  • Researcher at a university (Research Master & PhD programmes)
  • Data scientist
Research

Linking education to research and career preparation

Our education is strongly rooted in research. Right from the start of your degree programme attention is paid to academic research and pre-professional development, since an analytical and critical mind and problem-solving capabilities are important qualities in any career our students aspire.

In collaboration with external partners, we conduct research projects on e.g banking, local government, customer insights, leadership, energy, healthy ageing and lean operations.

Research institute related to the MSc programme: Marketing

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Contact

If you want to know more about the programme Marketing, please contact:

The perfect preparation for my current work

A lovely conversation with a group of Dutch students in China inspired me to study in the Netherlands. Groningen quickly became my home. I got to know a very different lifestyle, learned to become independent and most importantly made friends for life from all over the world. I wanted to do something with marketing and data, the study was a perfect fit and the perfect preparation for my current work. The good amount of teamwork alongside the great support from the teachers helped me to prepare me for the work I am doing today. The combination of my studies and my job at the University of Groningen helped me to discover my passion I get to follow today. I now have my dream job in Amsterdam where I work as a Marketing Analytics Consultant. Read more about Lu's story. (Lu Xue, Chinese | MSc Marketing)

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Solve real-life cases in cooperation with companies

I always wanted to study abroad for my Master's. The University of Groningen provides a great combination of lectures and tutorials, which prepare me in the best way possible for the future. What is also really valuable about this programme is that the high number of group projects, also in cooperation with companies, which help you organise yourself better in a team and solve real-life cases. During lectures, everyone is encouraged and invited to share their opinion and be involved in the class discussion. There are a lot of group assignments in my degree, which took me by surprise. It is a great experience though as I get to work with students from all over the world. This together with being part of the ESN study committee prepares me to work abroad one day, as I aspire to do. Not only the education but also the city of Groningen itself makes my study experience perfect. It is a very attractive city in terms of a high number of students and there is always something going on from cultural events to sports activities to celebrations. (Nicole Vergin, German | MSc Marketing Management)

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Study associations

Marug

The Marketing Association of the University of Groningen (MARUG) is the inter-departmental study association for students who are interested in marketing.
The MARUG acts as an intermediary between marketing theory and marketing practice and organises several career events and social activities during the year, such as a monthly social. At this moment, the MARUG has more than 1500 members from different fields of knowledge.
https://www.marug.nl/

EBF

The Economics and Business Faculty association (EBF) is the faculty association for all students studying at the faculty of Economics and Business of the University of Groningen.
The EBF is your partner during your time in Groningen by organising events that support you with your studies and help you prepare for your future career.
https://www.ebfgroningen.nl/
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Study support

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.