MSc in Marketing: Marketing Analytics and Data Science (MADS)
University of Groningen
Key Information
Campus location
Groningen, Netherlands
Languages
English
Study format
On-Campus
Duration
12 months
Pace
Full time
Tuition fees
EUR 2,314 / per year **
Application deadline
01 May 2024*
Earliest start date
Sep 2024
* Dutch, EU/EEA and non-EU/EEA students
** EU/EEA students: €2,314 | non-EU/EEA students: €17,800
Introduction
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's 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.
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.
- The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.
- 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.
Admissions
Curriculum
Year 1
Marketing Analytics and Data Science (MADS) 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 courses from the Method elective, one course from the Marketing Management elective, and one course from the MADS elective. See below the list of courses and the electives you can choose from. 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.
Courses
- Companies, Brands and Consumers (5 EC)
- Data Engineering (5 EC)
- Data Science Methods (5 EC)
- MADS elective (5 EC)
- Marketing Management elective (5 EC)
- Master's Thesis Marketing MADS (20 EC)
- Method elective (10 EC)
- Statistical Learning in Marketing (5 EC)
Programme options
- Energy Focus Area (specialisation)
- Digital Business Focus Area (specialisation)
- Master Internship (specialisation)
- Double Degree Master in Marketing and Information Systems (Münster) (specialisation)
- Double Degree Master in Strategic Marketing Intelligence (Oslo) (specialisation)
- Double Degree Master in Marketing and Finance (Münster) (specialisation)
Study abroad
- Study abroad is optional
Program Tuition Fee
Career Opportunities
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).
As a graduate, your degree will be highly valued in the labour market. The Faculty of Economics and Business is internationally accredited and belongs to the 1% of business schools around the world accredited by both EQUIS and AACSB.
FEB Career Services
When you become a student at the faculty, we want to support you in developing your career and strengthen your employability skills. You can count on a dedicated on-campus Career Services team offering you a wide range of courses, workshops, events and career-related support during your studies. Everything you need to enter the labour market.
- Job examples
- Marketing strategy consultant
- Marketing researcher
- Marketing or Customer intelligence expert
- Researcher at a university (Research Master & PhD programmes)
- Data scientist
Accreditations
Program Admission Requirements
Demonstrate your commitment and readiness to succeed in business school by taking the GMAT exam – the most widely used exam for admissions that measures your critical thinking and reasoning skills.
Download the GMAT mini quiz to get a flavour of the questions you’ll find in the exam.