Study marketing in Groningen and use the opportunity to specialize in marketing and customer management or marketing analytics and data science.
How can effective marketing strategies be aligned with sustainability goals to create a positive impact on both consumer well-being and brand reputation? How can you process and analyze big datasets to track marketing performance and generate customer insights?
At the Faculty of Economics and Business in Groningen, you can choose between two different Marketing tracks. In both tracks, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. Depending on your interest and career aspirations, you can choose between Marketing Management (MM) and Marketing Analytics and Data Science (MADS) .
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. You can read more about the content on the Marketing Management (MM) and Marketing Analytics and Data Science (MADS) pages.
Both tracks are rounded off with a 20 ECTS Master's thesis.
Semesters | ||||
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CoursesCourse Catalog > | 1a | 1b | 2a | 2b |
MADS - Companies, Brands, and Consumers (5 EC) | ||||
MADS - Data Engineering for MADS (5 EC) | ||||
MADS - Statistical Learning in Marketing (5 EC) | ||||
MM - Marketing Research Methods (5 EC) | ||||
MM - Strategic Marketing (5 EC) | ||||
MADS - Elective (5 EC) A few exampels are: Business Ethics; Econometric Methods; Business Research and Consulting; Supply Chain Optimization; Business Research and Consulting; Strategic Supply Chain Management. The full list of electives can be found on Ocasys. | ||||
MM - Electives A (15 EC) A few examples are: Building Brands for Impact; Marketing and Consumer Well-being; Managing Customer Experience and Value; Marketing Communication. The full list of electives can be found on Ocasys. | ||||
MM - Electives B (10 EC) A few examples are: Business Ethics; Foreign Market Entry Strategies; Strategic Collaboration in Healthcare; Digital Marketing Intelligence; Behavioural Finance; Challenges in Healthcare. The full list of electives can be found on Ocasys. | ||||
MADS - Data Science Methods for MADS (5 EC) | ||||
MADS - Market Models (5 EC, optional) | ||||
MADS - Retail Marketing: Strategy and Analytics (5 EC, optional) | ||||
MM - Consumer Psychology (5 EC) | ||||
MADS - Digital Marketing Intelligence (5 EC, optional) | ||||
MADS - Managing Customer Experience and Value (5 EC, optional) | ||||
MADS - Master's Thesis (20 EC) | ||||
MM - Master's Thesis (20 EC) | ||||
MADS - B2B Marketing (5 EC, optional) | ||||
MADS - Customer Models (5 EC, optional) |
Programme options |
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Double Degree Master Marketing and Information Systems (Münster) (specialization) 2 year Double Degree programme in Groningen and Münster |
Healthy Society Focus Area (specialization) Focus on tackling problems that impact healthcare providers and their societal partners in their day-to-day work. Issues such as scarce human resources combined with a higher, more complex demand for care, and more demanding citizens require solutions, which you will think about and design. |
Future Prosperity and Sustainability Focus Area (specialization) Focus on the sustainable developments in our current society by the increasing influence of the Sustainable Development Goals (SDGs) of the United Nations. The upcoming impact of the SDGs force companies to redefine their purpose and seek a path for meaningful contribution. But, what are companies responsible for, and who bears the burden of the consequences? Your skills and knowledge will prepare you to actively contribute to the strategic developments in this dynamic field. |
Double Degree Master Marketing and Finance (Münster) (specialization) 2 year Double Degree programme in Groningen and Münster |
Double Degree Master International Business and Finance (Shanghai) (specialization) Are you interested in an international career in or involving China? Study in Shanghai after your FEB Master's programme in Groningen and gain first-hand knowledge and experience of China and the economy, finance and culture. |
Double Degree Master Strategic Marketing Intelligence (Oslo) (specialization) 2 year Double Degree programme in Groningen and Oslo |
Marketing Management (MM) (track) 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 track, 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 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 MADS track. After completing this programme, you will receive an MSc in Marketing - Marketing Management. |
Marketing Analytics and Data (MADS) (track) Marketing Analytics and Data track is about understanding customers and generating customer insights based on advanced data engineering and analytics. In the MADS track, 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 track, 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 track, one course unit from the MM track, and a course unit from the other programmes or the MM and MADS tracks. After completing this programme you will receive an MSc in Marketing - Marketing Analytics and Data Science. Upon graduation, MADS students should be able to collect, retrieve, manage, and analyze data, interpret the results, generate insights, and report conclusions. |
Digitalization and Artificial Intelligence Focus Area (specialization) Focus on the digital transformation within our society and understand how to successfully implement digital transformation in business. A successful digital transition allows businesses to conquer markets, witness industries converging, and step into the realm of winner-takes-all dynamics, like dominating tech-giants like Google and Facebook. |
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. |
Study programme | Organization | Transition |
---|---|---|
Business Administration | University of Groningen | No additional requirements |
Econometrics and Operations Research | University of Groningen | No additional requirements |
Economics and Business Economics | University of Groningen | No additional requirements |
International Business | University of Groningen | No additional requirements |
Industrial Engineering and Management | University of Groningen | No additional requirements |
Psychology (NL) | University of Groningen |
Via a pre-master with a maximum of In addition to your BSc programme, you need a customised entry package of 20 EC. For more information, visit https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing |
Sociology | University of Groningen |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Communication and Information Studies | University of Groningen |
Via a pre-master with a maximum of In addition to your BSc programme, you need a customised entry package of 25 EC. For more information, visit https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing |
Study programme | Organization | Transition |
---|---|---|
Econometrics and Operations Research | Erasmus University Rotterdam | No additional requirements |
Economics and Business Economics | Erasmus University Rotterdam | No additional requirements |
Fiscale Economie | Erasmus University Rotterdam |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
International Business Administration | Erasmus University Rotterdam | No additional requirements |
Business Administration | Erasmus University Rotterdam | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Business Analytics | Maastricht University | No additional requirements |
Business Engineering | Maastricht University | No additional requirements |
Econometrics and Operations Research | Maastricht University | No additional requirements |
Economics and Business Economics | Maastricht University | No additional requirements |
International Business | Maastricht University | No additional requirements |
Global Studies | Maastricht University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Fiscale Economie | Maastricht University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Study programme | Organization | Transition |
---|---|---|
Accountancy | Nyenrode New Business School |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Business Administration | Nyenrode New Business School | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Business Administration | Radboud University Nijmegen | No additional requirements |
Economics and Business Economics | Radboud University Nijmegen | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
International Business Administration | Tilburg University | No additional requirements |
Economics | Tilburg University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Entrepreneurship and Business Innovation | Tilburg University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Econometrics and Operations Research | Tilburg University | No additional requirements |
Fiscale Economie | Tilburg University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Study programme | Organization | Transition |
---|---|---|
Actuarial Science | University of Amsterdam |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Business Administration | University of Amsterdam | No additional requirements |
Business Analytics | University of Amsterdam | No additional requirements |
Econometrics and Data Science | University of Amsterdam | No additional requirements |
Economics and Business Economics | University of Amsterdam | No additional requirements |
Fiscale Economie | University of Amsterdam |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Study programme | Organization | Transition |
---|---|---|
International Business Administration | University of Twente | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Economics and Business Economics | Utrecht University | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Business Analytics | VU University Amsterdam | No additional requirements |
Econometrics and Operations Research | VU University Amsterdam | No additional requirements |
Econometrics and Operations Research | VU University Amsterdam | No additional requirements |
Economics and Business Economics | VU University Amsterdam | No additional requirements |
International Business Administration | VU University Amsterdam | No additional requirements |
Business Administration | VU University Amsterdam | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Economics and Governance | Wageningen University |
Via a pre-master with a maximum of You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Management and Consumer Studies | Wageningen University | No additional requirements |
Study programme | Organization | Transition |
---|---|---|
Public Administration Science | Leiden University |
Via a pre-master with a maximum of For students following the profile Economics, Public Administration and Management: You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster. |
Computer Science | Leiden University |
No additional requirements More information:For profile Computer Science & Economics. |
Specific requirements | More information |
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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. Not meeting the pre-education requirements for direct entry? Please read more about our Pre-Master programmes: https://www.rug.nl/feb/premaster |
other admission requirements |
The information about entry requirements is an indication of your admissibility. Every application will be reviewed individually by the Admissions board so the admission decision may differ from the indication in this table. |
Students with a Dutch diploma can apply directly to Studielink. In Studielink, please register for the specific track (Marketing Management or Marketing Analytics and Data Science). If you are a current FEB student and you want to re-enrol, please contact transfer.feb@rug.nl.
More information on the steps to apply .
Type of student | Deadline | Start course |
---|---|---|
Dutch students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 | |
EU/EEA students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 | |
non-EU/EEA students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 |
Specific requirements | More information |
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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. |
certified competences |
A GMAT/GRE test is required from all candidates who obtained their bachelor's degree from a university in a non-EU/EEA country. 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); Cambridge C1 Advanced or C2 Proficiency (overall score 176, Speaking 169, Writing 176). |
other admission requirements |
The MSc Marketing will become a selective programme from the September 2023 intake onwards. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. More information about the selection procedure. |
Students have to apply via Studielink and the Online Application System (OAS) of the University of Groningen. In Studielink, please register for the specific track (Marketing Management or Marketing Analytics and Data Science). 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.
Important: The MSc Marketing is a selective programme. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. Read more about the application deadlines and entry requirements.
Type of student | Deadline | Start course |
---|---|---|
Dutch students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 | |
EU/EEA students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 | |
non-EU/EEA students | 01 March 2025 | 01 September 2025 |
01 October 2025 | 01 February 2026 |
Nationality | Year | Fee | Programme form |
---|---|---|---|
EU/EEA | 2024-2025 | € 2530 | full-time |
non-EU/EEA | 2024-2025 | € 20800 | full-time |
Practical information for:
As an MSc Marketing Management graduate, you have a wide range of promising career prospects across various industries. You can work in consultancy and be responsible for developing and executing strategies to build and maintain strong brand identities. If you are interested in the retail world, you can oversee the development, marketing, and performance of specific brands, products or product lines. Digital marketing and advertising are also popular fields in which our alumni work.
As an MSc Marketing Analytics and Data Science graduate, you will be able to take up positions such as data analyst at a research or consultancy company, business intelligence specialist, marketing automation consultant, or database marketeer. You will be responsible for bridging the gap between data and marketing strategies. Our alumni help marketing teams make data-driven decisions, optimize campaigns, enhance customer experiences, and ultimately achieve better results in terms of customer engagement and revenue generation.
Our research-driven education is strongly rooted in business practice and society. At the heart of our teaching approach is (interdisciplinary) research and in collaboration with external partners, students and professors conduct projects on societally relevant topics such as healthy society, digitalization and how AI is shaping business and societies, sustainability, climate change and how to tackle the shift to renewable energy. From day one of your degree, we are about making a real impact.
The Customer Insights Center of the University of Groningen (RUGCIC) connects scientific research and practice and brings together the marketing knowledge and expertise of students, researchers, and businesses
You can also read more about our Marketing research institute that focuses on. Three main disciplines in the field of marketing: strategy, modelling and consumer behaviour.
Alumni testimonial - MSc Marketing
Alumni testimonial - MSc Marketing
Alumni testimonial - MSc Marketing
Alumni testimonial - MSc Marketing Analytics and Data Science profile (previously Marketing Intelligence)
Alumni testimonial - MSc Marketing Analytics and Data Science profile (previously Marketing Intelligence)
Alumni testimonial
Alumni testimonial - MSc Marketing - Marketing Management
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.