MSc in Marketing

General

Read more about this program on the school's website

Program Description

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

In this program, 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 MSc courses. The MSc in Marketing comprises two tracks: Marketing Management (MM) and Marketing Intelligence (MI).

Within the MM track, students will be educated more thoroughly on specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.

Within the MI track, students will be educated thoroughly on methods that allow them 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 MI function are used as a basis for making research-based strategic and tactical marketing decisions.

It is also possible to take a double degree program in Groningen and Oslo or Münster. You can not apply for one of these double degree programs as such, but you first need to follow the MSc Marketing (with the specialization MI). After the first semester, you can apply for the add-on year in Oslo or Münster. Selection will take place based on grades and motivation.

Why study this program in Groningen?

Our Marketing Department is among the top 5 Marketing Departments in Europe. All programs 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. Moreover, the program 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.

Program

Year 1

You will follow high-level research-based marketing management and/or marketing intelligence courses through which you learn to generate customer insights and serve the market accordingly. In both tracks (Marketing Management and Marketing Intelligence), you take courses related to the three core topics of the program (strategic marketing, marketing research methods, and consumer behavior), and courses chosen from a list of electives.

Courses

  • MI - Consumer Psychology (5 EC)
  • MI - Customer Models (5 EC)
  • MI - Data Science and Marketing Analytics (5 EC)
  • MI - elective(s) (5 EC)
  • MI - Marketing Engineering (5 EC)
  • MI - Marketing Research Methods (5 EC)
  • MI - Market Models (5 EC)
  • MI - Master's Thesis Marketing (20 EC)
  • MI - Strategic Marketing for MSc Marketing (5 EC)
  • MM - Consumer Psychology (5 EC)
  • MM - elective(s) MSc Mark. Man. A (15 EC)
  • MM - elective(s) MSc Mark. Man. B (10 EC)
  • MM - Marketing Research Methods (5 EC)
  • MM - Master Thesis Marketing (20 EC)
  • MM - Strategic Marketing for MSc Marketing (5 EC)

Study abroad

  • Study abroad is optional

Admission requirements

Dutch diploma

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 Administration, Econometrics and Operations Research, Economics and Business Economics, International Business.

International diploma

Specific requirements More information
Certified competences

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); the University of Groningen Language Centre Test (Speaking B2, Writing C1).

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.

Registration procedure

Students have to apply via Studielink and the Online Application System (OAS) of the University of Groningen. After you apply for the program of your choice, the Admissions Office will evaluate your educational background and assess your eligibility. Your application will be assessed on an individual basis.

Application deadlines

Type of student Deadline Start course
Dutch students

15 October 2020

01 May 2021

15 October 2021

01 February 2021

01 September 2021

01 February 2022

EU/EEA students

15 October 2020

01 May 2021

15 October 2021

01 February 20211

01 September 2021

01 February 2022

non-EU/EEA students

15 October 2020

01 May 2021

15 October 2021

01 February 2021

01 September 2021

01 February 2021

Tuition fees

Nationality Year Fee Program form
EU/EEA 2020-2021 € 2143 full-time
non-EU/EEA 2020-2021 € 15000 full-time

Job prospects

After completing this program, you will be well suited for a career in marketing.

MM students might pursue careers as Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager. MI students might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organization, a Marketing Intelligence Expert or Database Analyst, a Customer Intelligence Expert or a researcher at a university (Research Master's & Ph.D. programs).

Because all our programs are EQUIS and AACSB accredited, a standard that only one percent of universities reach worldwide, your degree will be highly valued in the labor market.

FEB Career Services

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.

Job examples

  • Brand or Product manager
  • Customer manager
  • Marketing strategy consultant
  • Marketing researcher
  • Marketing intelligence expert or database analyst
  • Researcher at a university (Research Master & Ph.D. programs)

Research

Linking education to research and career preparation

Our education is strongly rooted in research. Right from the start of your degree program 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 aging, and lean operations.

Last updated Sep 2020

About the School

The University of Groningen has a rich academic tradition dating back to 1614. From this tradition arose the first female student and the first female lecturer in the Netherlands, the first Dutch astr ... Read More

The University of Groningen has a rich academic tradition dating back to 1614. From this tradition arose the first female student and the first female lecturer in the Netherlands, the first Dutch astronaut and the first president of the European Central Bank. Geographically, the University is rooted in the Northern part of the Netherlands, a region very close to its heart. Read less
Groningen , Leeuwarden + 1 More Less

Accreditations

EFMD Equis Accredited
AACSB Accredited