Master - full-time

MSc Marketing - Marketing Analytics and Data Science

Study Marketing Analytics and Data Science in Groningen to master big data techniques, assess marketing performance, and generate valuable customer insights.

In the Marketing Analytics and Data Science (MADS) master's , you will become an expert in marketing analytics and gain a thorough understanding of how digitalization impacts marketing. In the one-year programme , you will:

learn to responsibly use advanced statistical techniques to analyze big data ;
explore how consumers, firms, and society can benefit from data science while also considering ethical implications ;
gain hands-on experience with assignments using the latest tools like Google Analytics 4 .

Do you want to specialize even more? You can choose a focus area in Digitalization and Artificial Intelligence , opt for a Master internship or do a double degree with BI Norwegian Business School (Oslo, Norway) or Münster University (Münster, Germany) .

Facts & Figures

Degree: MSc in Marketing
Course type: Master
Duration: 12 months (60 EC)
Croho code: 60048
Language of instruction: English
Start: February, September
Faculty: Economics and Business

Apply now

Why study this programme in Groningen?

We take a unique approach in Groningen: we cover both data engineering and data science , teaching you how to effectively collect data to build a strong foundation for processing and analysis.
We emphasize the ethical aspect when handling data to prepare you for a future career as a responsible marketer.
Focus on services instead of goods , and on how humans interact with technology – 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 or Oslo Business School in Norway .
You work on assignments using big data from real companies .
Become part of our active student-run community, MARUG, with over 1400 members. Enjoy social events to connect with classmates and career activities to meet potential employers.
Our graduates are working as business intelligence specialists, data analysts, data consultants, data scientists, marketing automation consultants, and many more. Interested in finding out more? Join the LinkedIn community !
The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.

Programme

On top of the mandatory courses, you can design your programme by choosing different courses. If you are interested in learning about the strategic and tactical decisions retailers make, improving the customer journey or calculating the customer lifetime value, and how B2B marketing is different, you can select courses from group A.
On the other hand, in group B, you can go deeper into the implementation and use of market and individual customer-level models, A/B testing, and social network analysis.

	Semesters
CoursesCourse Catalog >	1a	1b	2a	2b
Companies, Brands, and Consumers (5 EC)
Data Engineering for MADS (5 EC)
Statistical Learning in Marketing (5 EC)
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.
Data Science Methods for MADS (5 EC)
Market Models (5 EC, optional) Option group B
Retail Marketing: Strategy and Analytics (5 EC, optional) Option group A
Digital Marketing Intelligence (5 EC, optional) Option group B
Managing Customer Experience and Value (5 EC, optional) Option group A
Master's Thesis (20 EC)
B2B Marketing (5 EC, optional) Option group A
Customer Models (5 EC, optional) Option group B

Programme options
Digitalization and Artificial Intelligence (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
Double Degree Master Strategic Marketing Intelligence (Oslo) (specialization) Would you like to learn how to deliver value to customers and build sustainable relationships? Then this double degree programme is for you! The double degree programme combines the expertise in Marketing Analytics and Data Science (MADS) from Groningen with the expertise in Strategic Marketing from the BI Norwegian Business school in Oslo.In Groningen, you will study thoroughly 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 Marketing Analytics and Data Science profile are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Oslo is based on three central topics: marketing theory, statistical methods and the financial implications of marketing investments. You will learn how to oversee the market research that provides the knowledge to guide your decisions on a wide range of issues, ranging from which markets to target and which new products to develop, to what price will optimize sales and what communication themes and channels will best build brand value.You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science profile and an MSc in Strategic Marketing Management. More information about this option
Double Degree Master Marketing and Finance (Münster) (specialization) Would you like to expand and deepen your knowledge in the field of Marketing Analytics and Data Science and Management, combined with a minor in Finance? Then this double degree programme is for you! In Groningen, you 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 Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Münster is founded on two pillars: value-based marketing and finance. You learn how to design marketing programmes that create value for both customers and the firm and how to measure the financial implications of marketing strategies.For all students in this programme, a Master's thesis (20 ECTS) is written in Groningen and a research paper (10 ECTS) is written in Münster. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) and an MSc in Strategic Marketing Management. More information about this option
Double Degree Master Marketing and Information Systems (Münster) (specialization) Does transforming large datasets into valuable marketing programs sound interesting to you? Then this double degree programme is for you! The School of Business and Economics at the University of Münster and the Faculty of Economics and Business at the University of Groningen have joined forces to set up a high quality, two-year double degree Master’s programme in Marketing and Information Systems.In Groningen, you 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 Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.In Münster, the programme focuses on information systems. You will learn how marketing programs can be designed to create value for both customers and firms. You will write a Master’s thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Münster. 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

Opportunity to study abroad with a double degree master's programme at Münster University in Germany or Oslo Business School in Norway.

Entry requirements

Admission requirements

Specific requirements	More information
previous education	Below you will see a table with 'transfer options'. Please check the entry requirements for your Bachelor's degree (from a research university of a university of applied sciences). This programme offers customized entry packages: https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing. If your degree is not mentioned in the table below, you can still apply via a Pre-Master's programme. For information on application and entry requirements, please check https://www.rug.nl/feb/premaster. 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.

Specific requirements

More information

previous education

Below you will see a table with 'transfer options'. Please check the entry requirements for your Bachelor's degree (from a research university of a university of applied sciences). This programme offers customized entry packages: https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing.

If your degree is not mentioned in the table below, you can still apply via a Pre-Master's programme. For information on application and entry requirements, please check https://www.rug.nl/feb/premaster.

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.

Transfer options

Transferring from...

Maastricht University

Utrecht University

VU University Amsterdam

University of Amsterdam

Radboud University Nijmegen

University of Groningen

Leiden University

Wageningen University

Tilburg University

Erasmus University Rotterdam

University of Twente

Nyenrode New Business School

Study programme	Organization	Transition
Economics and Business Economics	Maastricht University	No additional requirements
Business Analytics	Maastricht University	No additional requirements
Econometrics and Operations Research	Maastricht University	No additional requirements
Business Engineering	Maastricht University	No additional requirements
International Business	Maastricht University	No additional requirements
Global Studies	Maastricht 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 Economie	Maastricht 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 programme	Organization	Transition
Economics and Business Economics	Utrecht University	No additional requirements

Study programme	Organization	Transition
Economics and Business Economics	VU University Amsterdam	No additional requirements
Business Analytics	VU University Amsterdam	No additional requirements
Econometrics and Operations Research	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
Econometrics and Data Science	University of Amsterdam	No additional requirements
Economics and Business Economics	University of Amsterdam	No additional requirements
Business Administration	University of Amsterdam	No additional requirements
Actuarial Science	University 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 Analytics	University of Amsterdam	No additional requirements
Fiscale Economie	University 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 programme	Organization	Transition
Economics and Business Economics	Radboud University Nijmegen	No additional requirements
Business Administration	Radboud University Nijmegen	No additional requirements

Study programme	Organization	Transition
Economics and Business Economics	University of Groningen	No additional requirements
Business Administration	University of Groningen	No additional requirements
Psychology (NL)	University of Groningen	Via a pre-master with a maximum of 20 EC More information: There is a customized entry package for graduates of our BSc Psychology. Please check: https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing
Industrial Engineering and Management	University of Groningen	No additional requirements
Econometrics and Operations Research	University of Groningen	No additional requirements
International Business	University of Groningen	No additional requirements
Sociology	University 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 Studies	University 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 programme	Organization	Transition
Computer Science	Leiden University	No additional requirements More information: For profile Computer Science & Economics.
Public Administration Science	Leiden 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.

Study programme	Organization	Transition
Management and Consumer Studies	Wageningen University	No additional requirements
Economics and Governance	Wageningen 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 programme	Organization	Transition
Econometrics and Operations Research	Tilburg University	No additional requirements
International Business Administration	Tilburg University	No additional requirements
Entrepreneurship and Business Innovation	Tilburg 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 Economie	Tilburg 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.
Economics	Tilburg 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 programme	Organization	Transition
International Business Administration	Erasmus University Rotterdam	No additional requirements
Business Administration	Erasmus University Rotterdam	No additional requirements
Fiscale Economie	Erasmus 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.
Econometrics and Operations Research	Erasmus University Rotterdam	No additional requirements
Economics and Business Economics	Erasmus University Rotterdam	No additional requirements

Study programme	Organization	Transition
International Business Administration	University of Twente	No additional requirements

Study programme	Organization	Transition
Business Administration	Nyenrode New Business School	No additional requirements
Accountancy	Nyenrode 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.

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 student	Deadline	Start course
Dutch students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027
EU/EEA students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027
non-EU/EEA students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027

Admission requirements

Specific requirements	More 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.
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).

Specific requirements

More 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.

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).

Registration procedure

Students have to apply via Studielink and the Progress Portal (replacing the previous system, 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.

Application deadlines

Type of student	Deadline	Start course
Dutch students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027
EU/EEA students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027
non-EU/EEA students	15 October 2025	01 February 2026
	01 May 2026	01 September 2026
	15 October 2026	01 February 2027

Tuition fees

Nationality	Year	Fee	Programme form
EU/EEA	2025-2026	€ 2601	full-time
non-EU/EEA	2025-2026	€ 21400	full-time

Practical information for:

Dutch students International students

After your studies

Job prospects

The academic theory and practical tools that you will have acquired are highly valued in the labour market and will give you access to exciting job opportunities. 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.

You also become a researcher at a university by doing a Research Master's and/or a PhD programme. Recent graduates have successfully transitioned into data science roles outside the marketing field. This proves that our programme equips students with the skills and knowledge to become proficient data scientists across various domains.

Our recent graduates have started working at companies such as KPMG, Lynk &Co, AdResults, ING, ABN AMRO, Jumbo, Microsoft, Capgemini, Bol.com, and McKinsey & Company.

Job examples

Data and analytics consultant
Business intelligence developer
Marketing researcher
Researcher at a university (Research Master & PhD programmes)
Data scientist
Marketing strategy consultant
Data analyst
Business analyst
Client technology lead
Marketing data advisor

Research

In Groningen, research is deeply connected to business practice, economics, and society . Some key areas of research you might explore as a student are:

Understanding customer behavior in the retail context.
Data-driven fundraising.
Modeling loyalty program success.
Voice analytics in customer management.

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 , which focuses on three main disciplines in the field of marketing: strategy, modeling, and consumer behaviour.

Apply now Brochure Events Contact

Contact

Are you a current student? Contact the Student Support Desk (FEB)
Are you a prospective student? Fill in this contact form (FEB) (We will answer your question within 72 hours.)

The perfect preparation for my current work (Lu Xue)

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 for the work I am doing today. The combination of my studies and my job at the University of Groningen helped me to discover the passion I get to follow today. I now have my dream job in Amsterdam where I work as a Marketing Analytics Consultant.

Data science in our education

Please to see this video

Related Master's programmes

Are you interested in marketing communications, branding and customer management? Find out more about the Marketing Management track.

Marketing Community

Join the Marketing community on LinkedIn !

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/

MSc Marketing - Marketing Analytics and Data Science

Why study this programme in Groningen?

Programme

Study abroad

Entry requirements

Admission requirements

Transfer options

Registration procedure

Application deadlines

Admission requirements

Registration procedure

Application deadlines

Tuition fees

After your studies

Job prospects

Job examples

Research

Contact

The perfect preparation for my current work (Lu Xue)

Related Master's programmes

Marketing Community

Study associations

Marug

EBF

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