Master - full-time

MSc Marketing - Marketing Management

Study Marketing Management in Groningen and learn about responsible marketing that contributes to consumer well-being, as well as digital analytics to enhance marketing strategies.

How can marketing strategies support sustainability to benefit consumers, brands, and society? How can marketers use psychological triggers ethically in campaigns?

In the MSc Marketing Management , you will dive into topics such as branding, consumer decision-making, and data-driven customer insights. You will learn how to align effective strategies with sustainability goals to boost consumer well-being and brand reputation.

Why choose the Marketing Management track? You want to:

understand the psychology behind consumer decisions;
learn how to create impactful marketing strategies that resonate with consumers;
discover the latest technological advancements , consumer behaviors, and market trends;
work on real-life cases and assignments.

We prepare you to take on roles as marketing strategists, commercial analysts, online marketing consultants, SEO, and social media specialists, customer journey specialists, and many more. Interested in finding out more? Join the LinkedIn community.

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

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Why study this programme in Groningen?

Learn from top international researchers and industry experts with real-world experience in marketing and consultancy.
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.
You will focus on financial sustainability, ethical considerations, and societal well-being. Explore topics like consumer well-being and environmentally sustainable campaigns .
Join our vibrant student-run community, MARUG , with over 1400 members. Enjoy social events and career activities to meet future employers.
Opportunity to study abroad with a double degree master's programme at Fudan University in Shanghai.
The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.

Programme

In the mandatory courses, you will:

learn the role of marketing in organizations and apply strategies in an interactive simulation game.
work with datasets to gain customer insights and optimize marketing strategies and customer journeys.
understand consumer behaviors, motivations, emotions, and social influences.

A unique feature of this programme is that you can tailor your studies based on your interests and career goals. Check the course catalogue below to see the wide variety of electives you can choose from.

	Semesters
CoursesCourse Catalog >	1a	1b	2a	2b
Marketing Research Methods (5 EC)
Strategic Marketing (5 EC)
Electives A (15 EC) A few examples are: Building Brands for Impact; Marketing and Consumer Well-being; Managing Customer Experience and Value; Marketing Communication. The full list of electives can be found on Ocasys.
Electives B (10 EC) A few examples are: Business Ethics; Foreign Market Entry Strategies; Strategic Collaboration in Healthcare; Digital Marketing Intelligence; Behavioural Finance; Challenges in Healthcare. The full list of electives can be found on Ocasys.
Consumer Psychology (5 EC)
Master's Thesis (20 EC)

Programme options
Future Prosperity and Sustainability (specialization) Focus on the sustainable developments in our current society by the increasing influence of the Sustainable Development Goals (SDGs) of the United Nations. The upcoming impact of the SDGs force companies to redefine their purpose and seek a path for meaningful contribution. But, what are companies responsible for, and who bears the burden of the consequences? Your skills and knowledge will prepare you to actively contribute to the strategic developments in this dynamic field. More information about this option
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
Healthy Society (specialization) Focus on tackling problems that impact healthcare providers and their societal partners in their day-to-day work. Issues such as scarce human resources combined with a higher, more complex demand for care, and more demanding citizens require solutions, which you will think about and design. More information about this option
Double Degree Master International Business and Finance (Shanghai) (specialization) Are you interested in an international career in or involving China? Study in Shanghai after your FEB Master's programme in Groningen and gain first-hand knowledge and experience of China and the economy, finance and culture. 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 Fudan University in Shanghai.

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...

Erasmus University Rotterdam

Maastricht University

University of Amsterdam

Tilburg University

Wageningen University

University of Groningen

Leiden University

Nyenrode New Business School

VU University Amsterdam

Radboud University Nijmegen

University of Twente

Utrecht University

Study programme	Organization	Transition
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
Business Administration	Erasmus University Rotterdam	No additional requirements
International Business Administration	Erasmus University Rotterdam	No additional requirements

Study programme	Organization	Transition
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.
Business Analytics	Maastricht University	No additional requirements
Econometrics and Operations Research	Maastricht University	No additional requirements
Economics and Business Economics	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.

Study programme	Organization	Transition
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.
Business Analytics	University of Amsterdam	No additional requirements
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.

Study programme	Organization	Transition
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.
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.

Study programme	Organization	Transition
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.
Management and Consumer Studies	Wageningen University	No additional requirements

Study programme	Organization	Transition
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
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.

Study programme	Organization	Transition
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.
Computer Science	Leiden University	No additional requirements More information: For profile Computer Science & Economics.

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

Study programme	Organization	Transition
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
Economics and Business Economics	VU University Amsterdam	No additional requirements
Business Administration	VU University Amsterdam	No additional requirements

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
International Business Administration	University of Twente	No additional requirements

Study programme	Organization	Transition
Economics and Business Economics	Utrecht University	No additional requirements

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

You can work in consultancy and be responsible for developing and executing strategies to build and maintain strong brand identities. If you are interested in the retail world, you can oversee the development, marketing, and performance of specific brands, products, or product lines. Digital marketing and advertising are also popular fields in which our alumni work.

The skills acquired during the programme, including data analysis, market research, and strategic thinking, are highly transferable and valuable in today's competitive job market. This allows you to explore diverse career paths in various industries, ranging from consumer goods and technology to retail and consulting.

Job examples

International marketing manager
Brand and product manager
Customer relationship manager
Marketing strategy consultant
Advertising manager
Researcher at university (Research Master and PhD programmes)

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:

The impact of AI in services marketing.
Consumer emotions in decision-making.
The psychology of steering people and organizations to do (more) good.
Sharing and social influence in societal transitions.

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 that 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 MSc offered a perfect blend of theory and practical insights, covering AI advancements and sustainability (Ashley Doan)

I chose the MSc Marketing Management at FEB because I have always been passionate about communication and creativity. The program offered a perfect blend of theory and practical insights, covering on-spotted topics like AI advancements and sustainability—both of which are pivotal in today’s business landscape. Additionally, the university offered various opportunities to work with people from diverse backgrounds. providing an enriching learning environment. My favourite course was Consumer Psychology because it gave me insights into how people make purchasing decisions, and how emotions, perceptions, and social influences drive consumer behaviour. I found it really interesting to learn how companies apply psychological principles to marketing strategies, product design, and branding. Lecturers have always been so helpful to me. They were knowledgeable in their fields, approachable and willing to provide personalized advice when needed. You are encouraged to ask questions (even the most obvious ones), which made me feel more confident and supported.

Another part I liked was the uni sports centre (ACLO) wide range of sports activities provided a great way to stay active and meet new people, further enhancing my university experience both personally and professionally. Overall, the program has given me a solid foundation to succeed in a fast-evolving marketing environment.

Related Master's programmes

Would you like to study advanced data engineering and marketing analytics? Check the Marketing Analytics and Data Science 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 Management

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 MSc offered a perfect blend of theory and practical insights, covering AI advancements and sustainability (Ashley Doan)

Related Master's programmes

Marketing Community

Study associations

Marug

EBF

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