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Education Master's and PhD degree programmes MSc Marketing - Marketing Management
Header image MSc Marketing - Marketing Management

MSc Marketing - Marketing Management

Study marketing management in Groningen and learn how to do marketing that contributes to consumer well-being, and use digital analytics responsibly to continuously improve marketing strategies.

How can effective marketing strategies be aligned with sustainability goals to create a positive impact on consumer well-being, brand reputation, and society as a whole? How can marketers ethically use psychological triggers in their campaigns? And how can managers make better decisions using relevant data in a responsible way?

Studying MSc Marketing - Marketing Management track is about understanding strategic marketing decision-making, consumer well-being, and creating meaningful connections that resonate in a fast-paced, interconnected world facing major challenges. During the one-year programme in Groningen, you will discover the power of branding, understand why and how consumers make decisions and gain expertise to use data for customer insights. Marketing is not a static discipline, it is a dynamic and interdisciplinary field and our professors and industry experts will share their knowledge on the latest technological advancements, consumer behaviors, and market trends to prepare you for your career. For example, you learn about using ethical and environmentally conscious campaigns that resonate with today’s mindful consumers and contribute to solving the societal challenges that we face.

Putting into practice what you learn is at the core of our programme. You will have plenty of opportunities to work on real-life business cases, join a market simulation game, and meet marketing professionals during the many guest lectures. From day one, you will join the close-knit and active student community where you can join social activities and work on your professional skills.

Whether you are interested in consumer well-being, brand management, digital marketing, market research, advertising, or retail marketing, the Marketing Management track opens doors to a wide range of career opportunities.

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?
  • The marketing department in Groningen is home to outstanding (international) researchers and professors with vast experience in the marketing and consultancy field. We also bring industry experts and marketing professionals to show you how the knowledge we teach you in the classroom can make a difference in the real world.
  • We believe in responsible marketing and we teach you about financial sustainability, but also about ethical considerations and sustainability. In the Marketing Management track in Groningen, we cover topics such as societal and consumer well-being, growing demand and the effect on environmental sustainability, and socially responsible campaigns and initiatives.
  • You learn about the latest developments in the field and how technology and innovation can disrupt or create value for customers and organizations. You gain knowledge from top marketing journals and hands-on experience by working on marketing cases and designing campaigns, apps, or websites for businesses. Tap into the College Tour, an extracurricular event through which you will engage with 1 or 2 companies, meet people in different roles, and engage with them directly.
  • The programme has a very active community, MARUG, which is run by students for students. With over 1400 members, there is an activity for everyone from socials to get to know your classmates to career activities where you can meet your future employer.
  • Our graduates have found jobs as marketing strategists, commercial analysts, online marketing consultants, SEO and social media specialists, customer journey specialists, and many more. Interested to find out more? Join the LinkedIn community.
  • You have the possibility to study abroad by taking a double degree master with the 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

You start by learning about strategic marketing and the role of marketing in an organization. You will apply the strategies and theories you learn in an interactive simulation game. In the marketing research methods course, you will work with datasets to generate customer insights and use them to optimise marketing strategy and customer journeys. Furthermore, understanding consumer psychology is necessary for this field and we will teach you about consumer behaviours and motivations, (un)conscious processes, emotions, and social influence.

You can tailor the programme depending on your interests and career aspirations. Marketing management electives in branding, consumer well-being, retail marketing, customer experiences, and B2B marketing can help you specialise further in these fields. You also have the opportunity to take electives from other fields and gain knowledge about business ethics, digital marketing intelligence, innovation and entrepreneurship, and challenges in healthcare. Check below the full list of electives.

Semesters
CoursesCourse Catalog >1a1b2a2b
MM - Marketing Research Methods (5 EC)
MM - Strategic Marketing (5 EC)
MM - 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.

MM - 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.

MM - Consumer Psychology (5 EC)
MM - Master's Thesis (20 EC)
Programme options
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

Digitalization and Artificial Intelligence Focus Area (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

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

Healthy Society Focus Area (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

Future Prosperity and Sustainability Focus Area (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

Study abroad

  • Study abroad is optional
Entry requirements

Transfer options

Transferring from...

Study programmeOrganizationTransition
Business AdministrationUniversity of GroningenNo additional requirements
Econometrics and Operations ResearchUniversity of GroningenNo additional requirements
Economics and Business EconomicsUniversity of GroningenNo additional requirements
International BusinessUniversity of GroningenNo additional requirements
Industrial Engineering and ManagementUniversity of GroningenNo additional requirements
Psychology (NL)University of Groningen

Via a pre-master with a maximum of 20 EC

More information:

In addition to your BSc programme, you need a customised entry package of 20 EC. For more information, visit https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing

SociologyUniversity 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 StudiesUniversity 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 programmeOrganizationTransition
Econometrics and Operations ResearchErasmus University RotterdamNo additional requirements
Economics and Business EconomicsErasmus University RotterdamNo additional requirements
Fiscale EconomieErasmus 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.

International Business AdministrationErasmus University RotterdamNo additional requirements
Business AdministrationErasmus University RotterdamNo additional requirements
Study programmeOrganizationTransition
Business AnalyticsMaastricht UniversityNo additional requirements
Business EngineeringMaastricht UniversityNo additional requirements
Econometrics and Operations ResearchMaastricht UniversityNo additional requirements
Economics and Business EconomicsMaastricht UniversityNo additional requirements
Fiscale EconomieMaastricht 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.

Global StudiesMaastricht 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.

International BusinessMaastricht UniversityNo additional requirements
Study programmeOrganizationTransition
AccountancyNyenrode 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 AdministrationNyenrode New Business SchoolNo additional requirements
Study programmeOrganizationTransition
Business AdministrationRadboud University NijmegenNo additional requirements
Economics and Business EconomicsRadboud University NijmegenNo additional requirements
Study programmeOrganizationTransition
Econometrics and Operations ResearchTilburg UniversityNo additional requirements
Fiscale EconomieTilburg 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.

EconomicsTilburg 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.

Entrepreneurship and Business InnovationTilburg 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.

International Business AdministrationTilburg UniversityNo additional requirements
Study programmeOrganizationTransition
Actuarial ScienceUniversity 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 AnalyticsUniversity of AmsterdamNo additional requirements
Business AdministrationUniversity of AmsterdamNo additional requirements
Econometrics and Data ScienceUniversity of AmsterdamNo additional requirements
Economics and Business EconomicsUniversity of AmsterdamNo additional requirements
Fiscale EconomieUniversity 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 programmeOrganizationTransition
International Business AdministrationUniversity of TwenteNo additional requirements
Study programmeOrganizationTransition
Economics and Business EconomicsUtrecht UniversityNo additional requirements
Study programmeOrganizationTransition
Management and Consumer StudiesWageningen UniversityNo additional requirements
Economics and GovernanceWageningen 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 programmeOrganizationTransition
Business AnalyticsVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Economics and Business EconomicsVU University AmsterdamNo additional requirements
International Business AdministrationVU University AmsterdamNo additional requirements
Business AdministrationVU University AmsterdamNo additional requirements
Study programmeOrganizationTransition
Public Administration ScienceLeiden 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 ScienceLeiden University

No additional requirements

More information:

For profile Computer Science & Economics.

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.

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

other admission requirements

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.

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 studentDeadlineStart course
Dutch students01 March 202501 September 2025
01 October 202501 February 2026
EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
non-EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026

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 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.

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); Cambridge C1 Advanced or C2 Proficiency (overall score 176, Speaking 169, Writing 176).

other admission requirements

Important: The MSc Marketing is a selective programme. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. Read more about the application deadlines and entry requirements.

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.

Important: The MSc Marketing is a selective programme. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. Read more about the application deadlines and entry requirements.

Application deadlines

Type of studentDeadlineStart course
Dutch students01 March 202501 September 2025
01 October 202501 February 2026
EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
non-EU/EEA students01 March 202501 September 2025
01 October 202501 February 2026
Tuition fees
NationalityYearFeeProgramme form
EU/EEA2024-2025€ 2530full-time
non-EU/EEA2024-2025€ 20800full-time

Practical information for:

After your studies

Job prospects

As an MSc Marketing Management graduate, you have a wide range of promising career prospects across various industries. 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 competencies set acquired during the programme, including data analysis, market research, and strategic thinking, are highly transferable and valuable in today's competitive job market. This will allow you to explore diverse career paths in various industries, ranging from consumer goods and technology to retail and consulting.

Job examples

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

Linking education to research and career preparation

Our research-driven education is strongly rooted in business practice and society. At the heart of our teaching approach is (interdisciplinary) research and in collaboration with external partners, students, and professors conduct projects on societally relevant topics such as healthy society and the economics of healthcare systems, digitalisation, and how AI is shaping business and societies, leadership and governance, future prosperity and sustainability, climate change and how to tackle the shift to renewable energy. From day one of your degree, we care about making a real impact.

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.

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.
Read more

Related Master's programmes

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

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Marketing Community

Join the Marketing community on LinkedIn !

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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