Program Image MSc Marketing - Marketing Analytics and Data Science

MSc Marketing - Marketing Analytics and Data Science


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Study marketing analytics and data science in Groningen and be trained thoroughly on methods to process and analyze big datasets to track marketing performance and generate customer insights.In the Marketing Analytics and Data Science (MADS) track, part of the MSc Marketing, you will become an expert on marketing analytics and get a thorough understanding of the impact of digitalization on marketing. You will learn how to use advanced statistical techniques in a responsible way to analyze data, both structured and unstructured. You learn how consumers, firms, and society can benefit from data science, but we also discuss the ethical considerations of working with large amounts of data.There is room for personal choices too, for example, you can choose electives on topics like digital marketing intelligence, supply chain analytics, and econometric models. Also, we want you to gain hands-on experience, which is why you will be working on an assignment using the latest Google Analytics 4. The programme offers you the potential to explore business ethics, the sustainability of supply chains, and the role of marketing in Corporate Social Responsibility (CSR).In the Master’s programme in Groningen, you will attend research-driven and fact-based courses about the most recent developments in the area of marketing analytics. To combine the best business practices with academic insights




Master of Science


1 year

ECTS credits



Numerus Fixus

Tuition fee 2024/2025

€ 2,530

€ 20,800

€ 19,900


Application requirements

To be eligible for admission to this Master, you need to hold an academic Bachelor's or Master's degree from a research university in one of the following - or closely related - fields: Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business. To assess whether your educational/academic background meets the specific programme requirements, we will consider the level and curriculum of your previous studies. For more information, pl

Check when you can start and what you have to pay!

Tuition fees  
€ 2,530
€ 20,800
€ 19,900
Start date App. deadline EU/EEA App. deadline Non-EU/EEA
1 Sep '24 1 Mar '24 1 Mar '24
1 Feb '25 1 Oct '24 1 Oct '24
1 Sep '25 1 Mar '25 1 Mar '25
1 Feb '26 1 Oct '25 1 Oct '25
1 Sep '26 1 Mar '26 1 Mar '26


University of Groningen

Main address
Oude Boteringestraat 44
9712 GL Groningen
050 363 9011

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