Master of Marketing

The Master’s in Marketing programme 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.

First semester

The journey begins by understanding how a sustainable competitive edge is obtained by creating value for customers and society. Rather than focusing on ‘recipes for success’, the emphasis is on looking further: understanding why something works. This also calls for profound comprehension of research methodology. The journey also takes you deeper into the worlds of consumer and business-to-business marketing, either product or service, thus enabling you to address marketing challenges in an increasingly complex international environment.

Second semester

Practical skills are developed throughout the programme, by solving (real-life) cases, playing a management game and working in teams. Academic skills are developed throughout the programme as well, enabling you to analyse, comprehend, reflect, and create. You will apply these skills during specialization courses and seminars on topics that you choose, such as strategy, innovation, cross-cultural research, and consumer behaviour. The Master’s thesis is the ultimate part of your journey, enabling you to research an exciting problem and make a real difference in the field.

Career prospects

Many graduates of the Master in Marketing programme 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.

Beyond marketing

However, an MSc in Marketing will not only benefit you when seeking a marketing career. The Master’s in Marketing allows you to choose a career beyond marketing, for example in consulting or management.

Regardless of the career you choose, the Master’s in Marketing programme changes the way you think and work. Knowing how to address certain challenges by understanding why enables you to work more effectively. No matter what type of career or working environment you choose, the academic and practical skills you develop in the programme will help you make a difference.


After completing the Master’s programme, outstanding students might want to consider pursuing their studies at PhD level. As a trainee research assistant, you can obtain a PhD in four years under the supervision of a professor.

Admission requirements

  • You can gain direct access to the Master's programme in Marketing with a university bachelor's degree in Economics, Business Administration or Econometrics from Vrije Universiteit Amsterdam if you have successfully completed the following subjects: compulsory core subject Marketing, Marketing tutorial, Marketing Research and Methods and Techniques of Business Economics Research.
  • Applicants must have completed 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
    • Consumer Behaviour
    • (Marketing) Research Methods
    • Services Marketing *

* advisable, not required

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Last updated October 26, 2018
This course is Campus based
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1 year
2,083 EUR
for EEA students. €14.600 for non-EU/non-EEA students.
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