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 courses. The MSc in Marketing comprises two profiles: Marketing Management (MM) and Marketing Analytics and Data Science (MADS).
Within the MM 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.
Within the 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.
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.
It is also possible to take a double degree program in Groningen and Oslo or Münster. You cannot apply for one of these double degree programs as such, but you first need to follow the MSc Marketing (with the profile MADS). 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.
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.