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Marketing

How to generate and use customer insights and create sustainable customer relationships?

**Top rated programme and best MSc Marketing in the Netherlands - Higher Education Guide Masters 2018 **

**Best MSc Marketing in the Netherlands - Elsevier 2016 **

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.

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 which only one percent of business schools worldwide achieve.

Programme

You will follow high-level research-based marketing management and/or marketing intelligence courses through which you learn to generate customer insights 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 20 ECTS Master's thesis.

Courses
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)

Curriculum

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

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 (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).

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.

More information about this option

Marketing Intelligence (profile)

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.

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 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.

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, and the grades that you have obtained.

For more information, see: http://www.rug.nl/feb/education/admission-application/nl-route/1

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 specialisation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation.

If you have any questions concerning admission, please contact our Admissions Office: https://www.rug.nl/education/international-students/application-procedure/support/admissions-office

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), see https://www.rug.nl/feb/education/admission-application/intl-route/1

grade list

A certified grade list(s) is considered in the evaluation.

language test

TOEFL internet based (IBT): 90, IELTS Academic: 6.5; for specific scores, see: https://www.rug.nl/feb/education/admission-application/intl-route/1

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, and the grades that you have obtained.

For more information, see: https://www.rug.nl/feb/education/admission-application/intl-route/1

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 specialisation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation.

If you have any questions concerning admission, please contact our Admissions Office: https://www.rug.nl/education/international-students/application-procedure/support/admissions-office

Language requirements

ExamMinimum score
C1 Advanced (formerly CAE)C1
C2 Proficiency (formerly CPE)C2
IELTS overall band6.5
IELTS writing6.5
IELTS speaking6
TOEFL paper based580
TOEFL computer based237
TOEFL internet based90

Application deadlines

Type of studentDeadlineStart course
Dutch students01 June 201901 September 2019
15 October 201901 February 2020
01 June 202001 September 2020
15 October 202001 February 2021
EU/EEA students01 May 201901 September 2019
15 October 201901 February 2020
01 May 202001 September 2020
15 October 202001 February 2021
non-EU/EEA students01 May 201901 September 2019
15 October 201901 February 2020
01 May 202001 September 2020
15 October 202001 February 2021
Tuition Fees
NationalityYearFeeProgramme form
EU/EEA2019-2020€ 2083full-time
non-EU/EEA2019-2020€ 14600full-time

Practical information for:

After your studies

Job prospects

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

MM students 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. MI students might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert or Database Analyst, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).

Our MSc alumni work in various places around the world. In this video they will tell you more about their career after graduating from the FEB.

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 on 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 intelligence expert or database analyst
  • Researcher at a university (Research Master & PhD programmes)
Research

Linking education to research and career preparation

Peter Verhoef
Peter Verhoef

Our education is strongly rooted in research. Right from the start of your degree programme attention is paid to academic research and preprofessional 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:

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  • 
								Testimonial of Ana Oshkalo

    Courses are modern and applicable to real-life situations

    – Ana Oshkalo
    Read more

    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."

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  • 
								Testimonial of Thom Neeleman

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

    – Thom Neeleman
    Read more

    "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."

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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/
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.