More and more companies are realizing that success depends on their ability to offer unique value to their customers: products and services that customers appreciate and that stand out from those offered by competitors. The discipline of strategic marketing concentrates on this process and is therefore of crucial importance to companies. The Master’s in Marketing program takes you on a journey in which you challenge yourself to look further in areas of marketing theory, marketing research, and marketing practice. You will learn to think strategically, thus understanding how superior value can be created for customers and other stakeholders while achieving organizational goals.

Why VU University Amsterdam

Focus on marketing strategy
The Master’s in Marketing at VU University Amsterdam is a specialized program with an intrinsic emphasis on strategic issues. Understanding the long-term impact of marketing beyond short-term profits is essential to the program. It is geared toward translating marketing theory into practice by means of case studies, practical assignments, and other hands-on activities.

Interaction and exchange
The Master’s program is characterized by a stimulating academic working environment, in which interaction with fellow students and faculty members helps you to develop the academic and practical skills you will need to complete the program successfully. In the first semester, this interaction is primarily focused on solving practical marketing problems, while in the second-semester intensive interaction with professors is assured during academic seminars and through individual thesis supervision.

Work with experts
Our faculty members are active researchers who publish in leading academic journals on topics such as innovation, consumer behavior, cross-cultural research, marketing channels, geo-marketing, or services marketing. By interacting with our professors you will be encouraged, inspired and challenged to innovate and look beyond current wisdom. Moreover, our professors do not believe in marketing as a science that is strictly separated from the real world. Instead, we view marketing as a challenging field of scientific inquiry that needs to influence – and be influenced by – the dynamic society we live in. Combining research excellence and practical relevance is essential to the faculty, and it will be of tremendous benefit to you as a student in the program.

Career prospects

Many graduates of the Master in Marketing program find a job in marketing management or market research, for example as a product manager, marketing manager, account manager or market researcher with a large multinational corporation or in the small and medium-sized enterprise sector. After completing the Master’s program, outstanding students might want to consider pursuing their studies at Ph.D. level. As a trainee research assistant, you can obtain a Ph.D. in four years under the supervision of a professor.

Admission requirements and application

You can gain direct access to the Master's program in Marketing with a university bachelor's degree in Economics, Business Administration or Econometrics if you have successfully completed advanced courses in Marketing, Consumer Behaviour and (Marketing) Research Methods, witnessed by a thorough knowledge of the standard literature listed below (or its equivalent).
Applicants must be familiar with the areas in which marketing is applied, such as International Marketing, Services Marketing, Business Marketing or Consumer Marketing. Standard literature indicative of the contents of these areas is listed below:
Marketing Kotler, Marketing Management (Prentice Hall, 2003 or one more recent edition)
Consumer Behaviour Solomon et al., Consumer Behaviour; A European Perspective (Prentice Hall, 2006)
Kardes, Consumer Behavior and Managerial Decision Making (Prentice Hall, 2002)
(Marketing) Research Methods Hair, Bush, and Ortinau, Marketing Research (2009)
Cooper, D.R. and P.S. Schindler, Business Research Methods (Mc Grawhill, 2003)
Malhotra, N.K., and D. Birks, Marketing Research: An Applied Approach (Prentice Hall, 2006)
Services Marketing * Czinkota and Ronkainen, International Marketing, 8th Edition (International Student Edition, Thomson South-Western, 2007). ISBN 0-324-31702-6
Kasper, J.P.D., P.J.C. van Helsdingen and W. de Vries jr., Services Marketing Management: an International Perspective (Wiley, 1999)

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