Program Overview

MSc Marketing Programme

The MSc Marketing programme combines in-depth academic study with practical application, teaching students to analyze, apply, and innovate with the latest marketing knowledge. Through interactive learning methods, with a strong emphasis on real-life cases and practical assignments, students develop the ability to translate marketing theory into impactful strategies.

Programme Structure

The programme is a one-year journey from September to July, taught by leading experts who publish in the most prestigious international marketing journals. Students engage with global brands such as Unilever, Heineven, Philips, and FrieslandCampina, working closely with them and presenting innovative solutions directly to their executive teams.

Specializations

The programme offers three specializations:

• Digital Marketing and Analytics
• Brand and Customer Management
• Consumer Marketing for Business and Society

Digital Marketing and Analytics

This specialization provides a deep understanding of the digital landscape, including the latest digital marketing strategies, tools, and technologies. Students gain practical skills in generating valuable insights about customers to improve marketing performance and return on investment.

• Compulsory courses:
  • Consumer Marketing
  • Customer and Marketing Analytics
  • Marketing Strategy
  • The Marketing Mind
  • Thesis
• Elective courses:
  • Digital Marketing and Technology for Commerce
  • Advertising and Media Channels
• Method electives (choose one):
  • Modeling Marketing Data
  • Experimental Research
  • Survey Research Methods

Brand and Customer Management

This specialization equips students with the knowledge to analyze and optimize customer journeys and design integrated experiences across various touchpoints. It dives deep into the world of brand management, incorporating the perspectives of consumers, firms, and employees when managing brands.

• Compulsory courses:
  • Consumer Marketing
  • Customer and Marketing Analytics
  • Marketing Strategy
  • The Marketing Mind
  • Thesis
• Elective courses:
  • Customer Experience Management
  • Brand Management
• Method electives (choose one):
  • Modeling Marketing Data
  • Experimental Research
  • Survey Research Methods

Consumer Marketing for Business and Society

This specialization provides a deep understanding of consumer decision-making and behavior, applying insights across key areas such as finances, food, health, environment, and technology. Students gain practical tools and strategies to foster sustainable practices that benefit companies and society.

• Compulsory courses:
  • Consumer Marketing
  • Customer and Marketing Analytics
  • Marketing Strategy
  • The Marketing Mind
  • Thesis
• Elective courses:
  • Behaviour Change Management
  • Sustainability Marketing
• Method electives (choose one):
  • Modeling Marketing Data
  • Experimental Research
  • Survey Research Methods

Career Opportunities

Upon completing the programme, graduates can pursue various career paths, including product or brand management positions, marketing research, and online marketing consulting. The programme's part-time option allows students to follow the Marketing Master's programme alongside their job.