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Education Master's and PhD degree programmes MSc Marketing - Marketing Analytics and Data Science
Header image MSc Marketing - Marketing Analytics and Data Science

MSc Marketing - Marketing Analytics and Data Science

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.

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
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 that only one percent of business schools worldwide achieve.

It is also possible to take a double degree programme and earn two Master's degrees by studying in Groningen and at a top university abroad - Munster University or Oslo Business School - in only two years.

Programme

Marketing Analytics and Data Science profile is about understanding customers and generating customer insights based on advanced data engineering and analytics. 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 profile, 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 elective courses from the MADS profile, one elective course from the MM profile, and one elective course from the other programmes or the MM and MADS profiles. You will also write a 20EC Master's thesis. After completing this programme you will receive an MSc in Marketing with a Marketing Analytics and Data Science profile.

CoursesCourse Catalog >
Companies, Brands and Consumers (5 EC)
Data Engineering (5 EC)
Data Science Methods (5 EC)
Elective A (5 EC)

You can choose 1 out 3 electives A: Retail & Omnichannel Marketing, Customer Management, B2B Marketing.

Elective B (10 EC)

You can choose 2 out 3 electives B: Market Models, Digital Marketing Intelligence, Customer Models.

Elective MADS (5 EC)

You can choose 1 out of the non-chosen electives mentioned above or one of the other MSc Marketing MADS electives. See Ocasys course catalogue for more information.

Master's Thesis Marketing MADS (20 EC)
Statistical Learning in Marketing (5 EC)
Programme options
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

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

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

Double Degree Marketing and Information Systems (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 analyse 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

Double Degree Strategic Marketing Intelligence (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) (formerly known as Marketing Intelligence) from Groningen with the expertise on Strategic Marketing from the BI Norwegian Business school in Oslo.In Groningen, you will be educated thoroughly on methods that allow them to analyse 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 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 optimise sales and what communication themes and channels will best build brand value.All students will write a Master's thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Norway. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) profile and an MSc in Strategic Marketing Management.

More information about this option

Double Degree Marketing and Finance (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 analyse 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

Study abroad

  • Study abroad is optional
Entry requirements

Transfer options

Study programmeOrganizationTransition
All Universities of applied sciences

Via a pre-master with a maximum of 60 EC

More information:

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.

other admission requirements

Not meeting the pre-education requirements for direct entry? Please read more about our pre-Master programmes: https://www.rug.nl/feb/premaster.

Registration procedure

Students have to apply via Studielink. After you apply for the programme of your choice, we 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 studentDeadlineStart course
Dutch students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023
EU/EEA students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023
non-EU/EEA students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023

Admission requirements

Specific requirementsMore information
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); C1 Advanced, C2 Proficiency (with minimum score 180).

  • ETS is offering the TOEFL tests as an online option to take from home worldwide. Please check their website for 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.

other admission requirements

Not meeting the pre-education requirements for direct entry? Please read more about our pre-Master programmes: https://www.rug.nl/feb/premaster.

Registration procedure

Students have to apply via Studielink and the Online Application System (OAS) of the University of Groningen. 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 studentDeadlineStart course
Dutch students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023
EU/EEA students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023
non-EU/EEA students01 May 202101 September 2021
15 October 202101 February 2022
01 May 202201 September 2022
15 October 202201 February 2023
Tuition fees
NationalityYearFeeProgramme form
EU/EEA2020-2021€ 2143full-time
non-EU/EEA2020-2021€ 15000full-time
EU/EEA2021-2022€ 2168full-time
non-EU/EEA2021-2022€ 15900full-time

Practical information for:

After your studies

Job prospects

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

Marketing Analytics and Data Science (MADS) graduates might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert, Data Scientist, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).

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 in the labour market.

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. In order to give you a better idea of your prospects after graduating, we have gathered some facts and figures from our alumni.

Job examples

  • Marketing strategy consultant
  • Marketing researcher
  • Marketing or Customer intelligence expert
  • Researcher at a university (Research Master & PhD programmes)
  • Data scientist
Research

Linking education to research and career preparation

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

The Customer Insights Center of the University of Groningen (RUGCIC) translates academic customer insights into practice. In collaboration with external partners, we conduct research projects on, for example, banking, local government, customer insights, leadership, energy, healthy ageing and lean operations.

The research institute related to the MSc programme: Marketing.

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The perfect preparation for my current work

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)

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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