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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

How to generate and use customer insights and create sustainable customer relationships?

It is important for marketing professionals to learn how to build strong brands and understand the customers’ needs and the underlying psychological processes in decision-making.

In MSc Marketing - Marketing Management profile, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. We use state-of-the-art scientific knowledge in our teaching and invite guest lecturers from companies in all our courses.

Within the Marketing Management profile, you will gain insights into specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.

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.

It is also possible to take a double degree programme in Groningen and Shanghai.

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.

Programme

You will follow high-level research-based Marketing Management courses through which you learn to generate customer insights and serve the market accordingly. Marketing Management concentrates on the strategies and methods that companies can use to meet the needs and wants of consumers in the relevant market segment(s).

In the MM profile, you will study specific marketing domains such as branding and product management, customer management, marketing communications, retailing, and business-to-business marketing. Upon graduation, MM students will be able to make, implement, monitor and evaluate research-based strategic and tactical marketing decisions. For this profile, you should take at least three of the six Marketing Management courses. You can also choose up to two courses from other programmes or the MADS profile. In each profile, you have specific mandatory courses and courses chosen from a list of electives and you round off with a 20 ECTS Master's thesis. After completing this programme, you will receive an MSc in Marketing with a Marketing Management profile.

CoursesCourse Catalog >
Consumer Psychology (5 EC)
Electives A (15 EC)

You can choose 3 out 6 electives A: Brand & Product Management, Marketing and Consumer Well-being, Retail & Omnichannel Marketing, Customer Management, Marketing Communication, B2B Marketing.

Electives B (10 EC)

You can choose 2 electives B: these courses will be from other FEB Master's programmes or from electives A. See Ocasys course catalogue for more information.

Marketing Research Methods (5 EC)
Master's Thesis Marketing Management (20 EC)
Strategic Marketing (5 EC)
Programme options
Double Degree Master China and the World Economy (specialization)

During the first year, you study MSc Marketing Management in Groningen and the second one at our partner university - Fudan in Shanghai.

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

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

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
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 Management (MM) graduates might pursue careers as a Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager.

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

  • Brand and Product manager
  • Customer manager
  • Marketing strategy consultant
  • Researcher at university (Research Master and PhD programmes)
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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FEB Master's DaysMore information

Contact

Solve real-life cases in cooperation with companies

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 that the high number of group projects, also in cooperation with companies, which help you organise 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. (Nicole Vergin, German | MSc Marketing Management)

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Lectures from industry leaders, and real-world business cases

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, as for example sometimes encountered during teamwork. I now feel very prepared for the 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.(Nicoleta Filipov | MSc Marketing Management)

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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