Marketing

How to generate and use customer insights and create sustainable customer relationships?

In this programme, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. We use state-of-the-art scientific knowledge in our teaching and invite guest lecturers from companies in all our courses. The MSc in Marketing comprises two tracks: Marketing Management (MM) and Marketing Analytics and Data Science (MADS).

Within the MM track, you will gain insights into specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.

Within the MADS track, you will be educated and trained thoroughly on methods that allow you to analyze and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the MADS track are used as a basis for making research-based strategic and tactical marketing decisions.

Important: The MSc Marketing will become a selective programme from the September 2023 intake onwards. Read more about the application deadlines and entry requirements.