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.
Important: The MSc Marketing is a selective programme and you need to take part in a selection procedure. Please read more about the application deadlines and entry requirements .I always wanted to study abroad for my Master's. The University of Groningen provides a great combination of lectures and tutorials, which prepare me in the best way possible for the future. What is also really valuable about this programme is the high number of group projects, also in cooperation with companies, which help you organize yourself better in a team and solve real-life cases. During lectures, everyone is encouraged and invited to share their opinion and be involved in the class discussion. There are a lot of group assignments in my degree, which took me by surprise. It is a great experience though as I get to work with students from all over the world. This together with being part of the ESN study committee prepares me to work abroad one day, as I aspire to do. Not only the education but also the city of Groningen itself makes my study experience perfect. It is a very attractive city in terms of a high number of students and there is always something going on from cultural events to sports activities to celebrations.
My entire experience in Groningen was very memorable and pleasant because of the exceptionally open Dutch culture. Any expectations I had have by far been exceeded. The programme has surprised me in a positive way with many lectures from industry leaders, assignments with companies, and the work on real-world business cases.
All in all, the international context of the lectures and the international group of students made the entire programme broader and richer. Also, I learned to handle challenges, for example sometimes encountered during teamwork. I now feel very prepared for my future working life as especially in international companies you have to work with people from various countries and come together to common terms and solutions.
The programme is very insightful and it has taught me how to be more efficient as it can be challenging at times. I have learned to organize myself by making summaries of exams and assignment-relevant material. The teachers are very kind with assisting with any inquiries a student has, and regardless of the challenging times (Coronavirus) that we are facing, they provide you with more information. Overall, I am very pleased with what the programme has to offer.
To gain some field experience I have decided to pursue a Master's internship, to be able to see whether I can place in practice what I have learned and also expand from this point of view. In my opinion, it is most important to join a company where they also show interest in you. I choose an industrial Japanese company and my role will be assisting the current marketing manager with various tasks such as SEO customization, CRM, digital & content marketing, website performance, et cetera.
Would you like to study advanced data engineering and marketing analytics? Check the Marketing Analytics and Data Science track.