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.
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)
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)