How to generate customer insights based on advanced data engineering and analytics?
In the MSc Marketing - Marketing Analytics and Data Science (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.
In the master programme, you will attend research-driven and fact-based courses about the most recent developments in the area of marketing. To combine the best business practices with academic insights, we use lectures, hands-on tutorials (and assignments) and invite practitioners to give guest lectures.
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)