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

Marketing

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) .

  • Within the MM track, 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. You learn to understand strategic marketing decision-making, consumer well-being, and creating meaningful connections that resonate in a fast-paced, interconnected world facing major societal challenges.
  • Within the MADS track, you will learn how to use advanced statistical techniques to analyze data, both structured and unstructured. You learn how consumers, firms, and society can benefit from data science, but we also discuss the ethical considerations of working with large amounts of data.
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 accreditedUN SDG
Why study this programme in Groningen?
  • The marketing department in Groningen is home to outstanding (international) researchers and professors with vast experience in the marketing and consultancy field. We also bring industry experts and marketing professionals to show you how the knowledge we teach you in the classroom can make a difference in the real world.
  • We believe in responsible marketing and we teach you about financial sustainability, but also about ethical considerations and sustainability. In the Marketing Management track in Groningen, we cover topics such as societal and consumer well-being, growing demand and the effect on environmental sustainability, and socially responsible campaigns and initiatives.
  • We take a unique approach in Groningen in that we cover both data engineering and data science aspects in our programme. We teach you how to effectively collect data because this sets a solid foundation for data processing and analysis. Gaining competencies in both data collection and data processing will allow you to succeed in the data-driven marketing landscape. What's more, we emphasize the ethical aspect when handling data to prepare you for a future career as a responsible marketer.
  • Be part of a programme that fuses advanced academic theory and practice, learning from international lecturers with consultancy experience, and international practitioners who provide hands-on experience with real-life cases. Tap into the College Tour, an extracurricular event through which you will engage with 1 or 2 companies, meet people in different roles, and engage with them directly.
  • Focus on services instead of goods, and on how humans interact with technology, in the Managing Customer Experience course – a unique feature of this programme.
  • Take a Double Degree programme and earn two Master's degrees in just two years by studying in Groningen and at a top university abroad - Münster University in Germany, Fudan University in China, or Oslo Business School in Norway.
  • Develop analytical and critical thinking skills by working on research assignments using big data from companies. This is another aspect of the programme that is unique in the Netherlands.
  • The programme has a very active community, MARUG, which is run by students for students. With over 1400 members, there is an activity for everyone from socials to get to know your classmates to career activities where you can meet your future employer.
  • The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.
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. 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
CoursesCourse Catalog >1a1b2a2b
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
Double Degree Master Marketing and Information Systems (Münster) (specialization)

2 year Double Degree programme in Groningen and Münster

More information about this option

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.

More information about this option

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.

More information about this option

Double Degree Master Marketing and Finance (Münster) (specialization)

2 year Double Degree programme in Groningen and Münster

More information about this option

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.

More information about this option

Double Degree Master Strategic Marketing Intelligence (Oslo) (specialization)

2 year Double Degree programme in Groningen and Oslo

More information about this option

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.

More information about this option

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.

More information about this option

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.

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

Transfer options

Transferring from...

Study programmeOrganizationTransition
Business AdministrationUniversity of GroningenNo additional requirements
Econometrics and Operations ResearchUniversity of GroningenNo additional requirements
Economics and Business EconomicsUniversity of GroningenNo additional requirements
International BusinessUniversity of GroningenNo additional requirements
Industrial Engineering and ManagementUniversity of GroningenNo additional requirements
Psychology (NL)University of Groningen

Via a pre-master with a maximum of 20 EC

More information:

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

SociologyUniversity of Groningen

Via a pre-master with a maximum of 45 EC

More information:

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 StudiesUniversity of Groningen

Via a pre-master with a maximum of 25 EC

More information:

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 programmeOrganizationTransition
Econometrics and Operations ResearchErasmus University RotterdamNo additional requirements
Economics and Business EconomicsErasmus University RotterdamNo additional requirements
Fiscale EconomieErasmus University Rotterdam

Via a pre-master with a maximum of 45 EC

More information:

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 AdministrationErasmus University RotterdamNo additional requirements
Business AdministrationErasmus University RotterdamNo additional requirements
Study programmeOrganizationTransition
Business AnalyticsMaastricht UniversityNo additional requirements
Business EngineeringMaastricht UniversityNo additional requirements
Econometrics and Operations ResearchMaastricht UniversityNo additional requirements
Economics and Business EconomicsMaastricht UniversityNo additional requirements
International BusinessMaastricht UniversityNo additional requirements
Global StudiesMaastricht University

Via a pre-master with a maximum of 45 EC

More information:

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 EconomieMaastricht University

Via a pre-master with a maximum of 45 EC

More information:

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 programmeOrganizationTransition
AccountancyNyenrode New Business School

Via a pre-master with a maximum of 45 EC

More information:

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 AdministrationNyenrode New Business SchoolNo additional requirements
Study programmeOrganizationTransition
Business AdministrationRadboud University NijmegenNo additional requirements
Economics and Business EconomicsRadboud University NijmegenNo additional requirements
Study programmeOrganizationTransition
International Business AdministrationTilburg UniversityNo additional requirements
EconomicsTilburg University

Via a pre-master with a maximum of 45 EC

More information:

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 InnovationTilburg University

Via a pre-master with a maximum of 45 EC

More information:

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 ResearchTilburg UniversityNo additional requirements
Fiscale EconomieTilburg University

Via a pre-master with a maximum of 45 EC

More information:

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 programmeOrganizationTransition
Actuarial ScienceUniversity of Amsterdam

Via a pre-master with a maximum of 45 EC

More information:

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 AdministrationUniversity of AmsterdamNo additional requirements
Business AnalyticsUniversity of AmsterdamNo additional requirements
Econometrics and Data ScienceUniversity of AmsterdamNo additional requirements
Economics and Business EconomicsUniversity of AmsterdamNo additional requirements
Fiscale EconomieUniversity of Amsterdam

Via a pre-master with a maximum of 45 EC

More information:

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 programmeOrganizationTransition
International Business AdministrationUniversity of TwenteNo additional requirements
Study programmeOrganizationTransition
Economics and Business EconomicsUtrecht UniversityNo additional requirements
Study programmeOrganizationTransition
Business AnalyticsVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Economics and Business EconomicsVU University AmsterdamNo additional requirements
International Business AdministrationVU University AmsterdamNo additional requirements
Business AdministrationVU University AmsterdamNo additional requirements
Study programmeOrganizationTransition
Economics and GovernanceWageningen University

Via a pre-master with a maximum of 45 EC

More information:

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 StudiesWageningen UniversityNo additional requirements
Study programmeOrganizationTransition
Public Administration ScienceLeiden University

Via a pre-master with a maximum of 45 EC

More information:

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 ScienceLeiden University

No additional requirements

More information:

For profile Computer Science & Economics.

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.

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.

Registration procedure

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 .


Application deadlines

Type of studentDeadlineStart course
Dutch students01 March 202501 September 2025
01 October 202501 February 2026
EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
non-EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026

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 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.

Registration 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.

Application deadlines

Type of studentDeadlineStart course
Dutch students01 March 202501 September 2025
01 October 202501 February 2026
EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
non-EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
Tuition fees
NationalityYearFeeProgramme form
EU/EEA2024-2025€ 2530full-time
non-EU/EEA2024-2025€ 20800full-time

Practical information for:

After your studies

Job prospects

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.

Job examples

  • Business analyst
  • Client technology lead
  • Marketing data advisor
  • Data and analytics consultant
  • Business intelligence developer
  • Marketing researcher
  • Data scientist
  • Brand and product manager
  • Customer relationship manager
  • Marketing strategy consultant
  • Advertising manager
  • International marketing manager
  • Researcher at university (Research Master and PhD programmes)
  • Data analyst
Research

Linking education to research and career preparation

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.

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/
Read more
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.