Program Overview

Parttime Master of Science in Marketing

The Parttime Master of Science in Marketing is designed to develop your insight into the state-of-the-art of the marketing field. You will learn how to take charge of the process of value creation for customers and value realization for your organization and its stakeholders.

Program Overview

The program is based on the most current insights and developments in and around the marketing field. It combines theory, research, and practical application, allowing you to develop your conceptual and analytical thinking. You will learn about models and theories, critically evaluate them, and relate them to concrete business activities in various sectors. This will improve your marketing strategic thinking level, and the connection between theory and practice makes your acquired knowledge and insights directly applicable.

Curriculum

The Parttime Master of Science in Marketing consists of the following courses:

• Marketing Strategy
• Consumer Marketing
• Business Marketing
• Advanced Data Science for Marketing Insights
• Strategic Marketing Integration (project)
• Digital Marketing and Technologies for Commerce
• Advanced Research Design
• Master Thesis

Course Descriptions

Marketing Strategy

This course focuses on the effective use of marketing means and skills at a strategic level. It develops and executes strategies that encompass products, services, channels, and customers as a whole. The course integrates knowledge, analytical techniques, and conceptual skills from marketing theory and practice, with a focus on sustainable marketing, innovation, business models, and customer experience management.

Consumer Marketing

This course explores various marketing topics, such as pricing, brand strategy, sustainability, and consumer well-being, with a focus on what consumers think, feel, and do. It connects real-life cases with important theories and concepts from consumer psychology, allowing you to develop a good understanding of consumer behavior and how to use marketing tools to achieve your goals.

Business Marketing

This course discusses the challenges and opportunities that are particularly important for businesses in the business market. It introduces research-based insights into how business marketing works and how these insights can be applied in practice. The course covers the needs and behavior of business customers, how companies operate in business markets, and how they relate to each other and their markets.

Advanced Data Science for Marketing Insights

This course teaches you to apply various methods, such as variance analysis, multiple regression analysis, and logistic regression, to support important marketing decisions. By learning to manage and apply statistical analyses, you can create an advantage in consultancy and market research or in any organization where data mining and data science play a crucial role.

Strategic Marketing Integration (project)

In this project, you will work in teams to develop a well-substantiated advice for a director or management team of a renowned organization. The project is a true integration of theory and practice, covering all relevant marketing areas.

Digital Marketing and Technologies for Commerce

This course helps you develop your knowledge and insight into relevant digital developments from an academic and marketing strategic perspective. It covers topics such as social media, influencers, crypto, blockchain, digital self-service, personalization, augmented and virtual reality, big data, and omnichannel.

Advanced Research Design

This course consists of two parts: Survey Design and Experimental Research. Survey Design focuses on the quality of data and how to evaluate it in all phases of the survey. Experimental Research teaches you how to conduct experimental research, including how to set up and execute a good and solid experiment, and how to analyze and interpret the results.

Master Thesis

The Master's thesis is the final challenge of your Master of Science in Marketing. It requires you to apply your marketing knowledge and research skills, and to develop new insights in the marketing discipline. You will conduct an individual scientific research project on a specialized marketing topic of your choice, developing a conceptual model based on high-quality literature and testing your proposed hypotheses in a scientifically sound manner.

Result

The result of your research will be a thesis with the structure of an academic article, demonstrating your contribution to theory and practice. You will present your research project in a video pitch that communicates the essence of your work in a concise and convincing manner to a professional audience.