Program Overview

MSc Marketing - Marketing Analytics and Data Science

The MSc Marketing - Marketing Analytics and Data Science is a one-year, full-time program that focuses on the application of advanced statistical techniques to analyze big data and generate valuable customer insights. The program is designed to equip students with the skills and knowledge to become experts in marketing analytics and data science.

Program Description

In this program, students will learn to responsibly use advanced statistical techniques to analyze big data, explore how consumers, firms, and society can benefit from data science while considering ethical implications, and gain hands-on experience with assignments using the latest tools like Google Analytics 4. The program also offers a unique approach, covering both data engineering and data science, and emphasizes the ethical aspect of handling data.

Facts and Figures

• Degree: MSc in Marketing
• Course type: Master
• Duration: 12 months (60 EC)
• Croho code: 60048
• Language of instruction: English
• Start: February, September
• Faculty: Economics and Business

Why Study this Program in Groningen?

• Unique approach: The program covers both data engineering and data science, teaching students how to effectively collect data to build a strong foundation for processing and analysis.
• Emphasis on ethics: The program emphasizes the ethical aspect of handling data, preparing students for a future career as responsible marketers.
• Focus on services: The program focuses on services instead of goods, and on how humans interact with technology – a unique feature of this program.
• Double degree program: Students can earn two Master's degrees in just two years by studying in Groningen and at a top university abroad, such as Münster University in Germany or Oslo Business School in Norway.
• Hands-on experience: Students work on assignments using big data from real companies.
• Active student community: Students become part of MARUG, an active student-run community with over 1400 members, enjoying social events and career activities.
• Accreditation: The program is internationally accredited by the AACSB and EQUIS, ensuring a high-quality education.

Program Structure

The program consists of a combination of mandatory and elective courses. Students can design their program by choosing different courses, including:

• Companies, Brands, and Consumers (5 EC)
• Data Engineering for MADS (5 EC)
• Statistical Learning in Marketing (5 EC)
• Elective (5 EC)
• Data Science Methods for MADS (5 EC)
• Market Models (5 EC, optional)
• Retail Marketing: Strategy and Analytics (5 EC, optional)
• Digital Marketing Intelligence (5 EC, optional)
• Managing Customer Experience and Value (5 EC, optional)
• Master's Thesis (20 EC)
• B2B Marketing (5 EC, optional)
• Customer Models (5 EC, optional)

Program Options

• Digitalization and Artificial Intelligence (specialization): Focus on the digital transformation within society and understand how to successfully implement digital transformation in business.
• Double Degree Master Strategic Marketing Intelligence (Oslo) (specialization): Study Strategic Marketing Intelligence at Groningen and Oslo to understand how data analysis and marketing intertwine and influence firm strategy and consumer behavior.
• Double Degree Master Marketing and Finance (Münster) (specialization): Study Marketing and Finance in Groningen and Münster to master two of the most important fields of international business.
• Double Degree Master Marketing and Information Systems (Münster) (specialization): Study Marketing and Information Systems in Groningen and Münster to understand how marketing analytics and information systems can deliver more effective marketing strategies.
• Master Internship (specialization): Opportunity to gain work experience by doing an internship in the second semester of the study.

Study Abroad

Study abroad is optional, with opportunities to study at Münster University in Germany or Oslo Business School in Norway.

Entry Requirements

• Dutch diploma: Students with a Dutch diploma can apply directly to Studielink.
• International diploma: Students with an international diploma must meet specific requirements, including language proficiency and previous education.

Admission Requirements

• Previous education: Students must hold an academic Bachelor's or Master's degree from a research university in one of the following fields: Business Economics, Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business, Technology Management.
• Language test: Students must meet language proficiency requirements, including IELTS, TOEFL, Cambridge, or LanguageCert.

Registration Procedure

Students must apply via Studielink and the Progress Portal of the University of Groningen.

Application Deadlines

• Dutch students: May 1st for the September intake, October 15th for the February intake.
• EU/EEA students: May 1st for the September intake, October 15th for the February intake.
• Non-EU/EEA students: May 1st for the September intake, October 15th for the February intake.

Tuition Fees

• EU/EEA students: €2,601 (2026-2027), €2,695 (2027-2028).
• Non-EU/EEA students: €21,400 (2026-2027), €22,200 (2027-2028).

Job Prospects

Graduates of the program have access to exciting job opportunities, including data and analytics consultant, business intelligence developer, marketing researcher, researcher at a university, data scientist, marketing strategy consultant, data analyst, business analyst, client technology lead, and marketing data advisor.

Research

The program is connected to business practice, economics, and society, with key areas of research including understanding customer behavior in the retail context, data-driven fundraising, modeling loyalty program success, and voice analytics in customer management. The Customer Insights Center of the University of Groningen (RUGCIC) connects scientific research and practice, and brings together the marketing knowledge and expertise of students, researchers, and businesses.