Program Overview

Master Program in Marketing and Consumption

The Master program in Marketing and Consumption focuses on marketing and branding, addressing sustainability challenges, and understanding how consumers act in a global marketplace. This program is designed for individuals interested in learning more about the role of marketing and consumption in society and exploring the role of cultural factors and global context.

Program Description

The program handles regional, national, and global aspects of sustainable consumption, customer behavior, and the ability to maintain a competitive advantage. An international group of students with different educational backgrounds and work experience will enrich your studies and prepare you for a successful international career. Research-based teaching, combined with current case studies developed in close collaboration with companies and society, will provide you with valuable knowledge and skills.

Program Structure

• The program is a two-year, 120-credit master's program.
• It is taught at the Graduate School, GS, at the School of Business, Economics and Law.
• The program starts on August 31, 2026, and ends on June 4, 2028.
• The program is full-time, with daytime classes, and is taught in English.

Admission Requirements

General Eligibility Requirements

• A bachelor's degree (equivalent to 180 higher education credits) from an internationally recognized university.
• English proficiency equivalent to English 6/English B from Swedish upper secondary school or the equivalent level from an internationally recognized test.

Program-Specific Requirements

• Either:
  • At least 30 credits in Business Administration.
  • At least 15 credits in Business Administration and 15 credits in subjects related to Sociology, Psychology, Communication, and Economics.
• In addition to the above requirements, the applicant's university education must include at least 15 credits in Statistics or 7.5 credits in Statistics and 7.5 credits in Quantitative Methods and/or Mathematics.

Selection Process

Applicants who meet both the general and program-specific requirements are divided into three groups. Places are first allocated to applicants in Group 1, and only if there are remaining places, are they allocated to applicants in Group 2, and finally to Group 3.

• Group 1: Applicants with a GMAT result. Applicants are ranked based on their GMAT test result.
• Group 2: Applicants ranked based on their letter of motivation.
• Group 3: Applicants ranked based on the number of higher education credits. Applicants are ranked based on the credits reported at the last application date (up to 165 credits).
• If several applicants have the same merit value, a lottery is used.

Career Opportunities

After completing the program, you will receive a Master of Science in Business and Economics with a major in Marketing and Consumption. The courses, based on current research, make the program an excellent preparation for doctoral studies. There are also potential jobs in the public sector, which is becoming increasingly aware of the need for marketing. Of course, there are also great opportunities in the private sector. We have alumni with jobs in leading companies, such as Forsman & Bodenfors, Santa Maria AB, Unilever, L'Oréal, SEB, ELLOS, and Essity.

Examples of job titles in the private sector include media planner, marketing coordinator, transport manager, marketing assistant, and eBusiness specialist.

Study Abroad

Many of our students choose to go on exchange studies. By studying abroad, you will have the opportunity to experience a new academic environment, a new culture, and gather new experiences and perspectives. The School of Business, Economics and Law and the University of Gothenburg cooperate with a large number of partner universities spread all over the world.