MSc Marketing - Marketing Analytics and Data Science
Rijksuniversiteit Groningen

Deze opleiding
! | Deze opleiding communiceert alleen in het Engels. We tonen daarom de Engelstalige opleidingsinformatie. |
locatieGroningen |
diplomaMSc |
typeregulier, 60 EC |
start1 februari, 1 september |
taalvolledig English |
opleidingsduur12 maanden voltijd |
accreditatiesNVAO |
croho-code60048 |
numerus fixusnee |
honoursnee |
In the MSc Marketing - Marketing Analytics and Data Science (MADS) profile, 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 profile are used as a basis for making research-based strategic and tactical marketing decisions.
In the master programme, you will attend research-driven and fact-based courses about the most recent developments in the area of marketing. To combine the best business practices with academic insights, we use lectures, hands-on tutorials (and assignments) and invite practitioners to give guest lectures.
Waarom aan de RUG?
Moreover, the programme is internationally accredited, guaranteeing a high-quality education that meets both the AACSB and EQUIS standards, a status that only one percent of business schools worldwide achieve.
Studieprogramma

periode | |||||
Companies, Brands and Consumers | |||||
Data Engineering | |||||
Data Science Methods | |||||
Master's Thesis Marketing MADS | |||||
Statistical Learning in Marketing | |||||
Elective B | |||||
Elective A | |||||
Elective MADS |
specialisaties
specialisatie Energy Focus Area
Focus your MSc on Energy and open up extra career opportunities. There are two steps to the Energy Focus Area:
- complete two of four chosen electives 2) write and round off an MSc thesis on an energy topic
specialisatie Digital Business Focus Area
Focus your MSc on Digital Business and gain specialised knowledge in the field. There are two steps to the Digital Business Focus Area:
- complete two of eight chosen electives 2) write and round off an MSc thesis on a digital business topic
specialisatie Master Internship
Opportunity to gain work experience by doing an internship in the second semester of your study.
You will be rewarded 15 ECTS on top of your programme. Your thesis will be postponed to the third semester.
specialisatie Double Degree Marketing and Information Systems
Does transforming large datasets into valuable marketing programs sound interesting to you? Then this double degree programme is for you!
The School of Business and Economics at the University of Münster and the Faculty of Economics and Business at the University of Groningen have joined forces to set up a high quality, two-year double degree Master’s programme in Marketing and Information Systems.In Groningen, you will be educated thoroughly on methods that allow them to analyse 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 Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.In Münster, the programme focuses on information systems. You will learn how marketing programs can be designed to create value for both customers and firms. You will write a Master’s thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Münster.
specialisatie Double Degree Strategic Marketing Intelligence
Would you like to learn how to deliver value to customers and build sustainable relationships? Then this double degree programme is for you!
The double degree programme combines the expertise in Marketing Analytics and Data Science (MADS) (formerly known as Marketing Intelligence) from Groningen with the expertise on Strategic Marketing from the BI Norwegian Business school in Oslo.In Groningen, you will be educated thoroughly on methods that allow them to analyse 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 Marketing Analytics and Data Science (MADS) profile are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Oslo is based on three central topics: marketing theory, statistical methods and the financial implications of marketing investments. You will learn how to oversee the market research that provides the knowledge to guide your decisions on a wide range of issues, ranging from which markets to target and which new products to develop, to what price will optimise sales and what communication themes and channels will best build brand value.All students will write a Master's thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Norway. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) profile and an MSc in Strategic Marketing Management.
specialisatie Double Degree Marketing and Finance
Would you like to expand and deepen your knowledge in the field of Marketing Analytics and Data Science and Management, combined with a minor in Finance? Then this double degree programme is for you!
In Groningen, you will be educated thoroughly on methods that allow them to analyse 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 Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Münster is founded on two pillars: value-based marketing and finance. You learn how to design marketing programmes that create value for both customers and the firm and how to measure the financial implications of marketing strategies.For all students in this programme, a Master's thesis (20 ECTS) is written in Groningen and a research paper (10 ECTS) is written in Münster. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) and an MSc in Strategic Marketing Management.
Onderwijs
taal van onderwijs | 100% en |
---|---|
avondonderwijs | n.v.t. |
afstandsonderwijs | n.v.t. |
Toelating en kosten
startmomenten
aanmelding deadline : 15 oktober 2020
wettelijk tarief : € 2168 (€1084 in het eerste jaar)
instellingstarief : € 15200
niet-EU/EER studenten : € 15900
aanmelding deadline : 15 oktober 2021
collegegeld nog niet bekend
aanmelding deadline : 1 mei 2021
wettelijk tarief : € 2168 (€1084 in het eerste jaar)
instellingstarief : € 15200
niet-EU/EER studenten : € 15900
aanmelding deadline : 1 mei 2022
collegegeld nog niet bekend
Students have to apply via Studielink. After you apply for the programme of your choice, we will evaluate your educational background and assess your eligibility. Your application will be assessed on an individual basis. More information on how to apply.
toelatingseisen
vooropleiding
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, please visit: https://www.rug.nl/feb/apply-msc.
estimated monthly costs
bedrag | kostenpost | ||
---|---|---|---|
€ | 303 | kamerhuur in Groningenrond het landelijk gemiddelde | |
€ | 22 | internet+tv | |
€ | 152 | boodschappen/kostgeld | |
€ | 32 | telefoon | |
€ | 117 | verzekeringen | |
€ | 172 | collegegeldop basis van € 2060 per jaar | |
€ | 80 | studieboeken en -spullen | |
€ | 29 | drinken/snoep/snacks | |
€ | 77 | uiterlijkkleding, kapper, schoenen | |
€ | 30 | contributies/abonnementen | |
€ | 132 | vrije tijdstappen, uit eten, vakantie | |
€ | 42 | vervoernaast de OV-kaart | |
€ | 45 | overig | |
€ | 1171 | totale maandelijkse uitgaven landelijk gemiddelde is € 1181 |
Bekijk ook de uitgebreide toelichting: wat kost studeren?
Studenten en studentenleven
studentaantallen
247 | studenten volgen deze opleiding |
49% | daarvan is vrouw |
33 | eerstejaars gestart in 2019 |
52% | daarvan is vrouw |
29331 | studenten aan de Rijksuniversiteit Groningen |
51% | daarvan is vrouw |
studievereniging
Marug
The Marketing Association of the University of Groningen (MARUG) is the inter-departmental study association for students who are interested in marketing.The MARUG acts as an intermediary between marketing theory and marketing practice and organises several career events and social activities during the year, such as a monthly social. At this moment, the MARUG has more than 1500 members from different fields of knowledge.
EBF
The Economics and Business Faculty association (EBF) is the faculty association for all students studying at the faculty of Economics and Business of the University of Groningen.The EBF is your partner during your time in Groningen by organising events that support you with your studies and help you prepare for your future career.
Op kamers in Groningen
55216 | studenten studerend |
31914 | studenten woonachtig |
€ 303 | gemiddelde kamerprijs |
kamer betaalbaarheid | |
21 m2 | gemiddelde kameroppervlak |
kamer beschikbaarheid |
Keuzehulp

Studievergelijker
MSc Marketing - Marketing Analytics and Data Science
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
MSc Marketing - Marketing Management
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
DDM Marketing & Information Systems
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
Marketing
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
DDM Marketing & Finance
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
DDM Strategic Marketing Intelligence
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
Marketing
€ 424 gemiddelde kamerhuur |
52 eerstejaars |
80% vrouw |
? uur contacttijd/week |
Feiten en / studie in cijfers
studentoordelen
deze opleiding | landelijk | |
---|---|---|
algemeen oordeel | 4.6 | 4.6 |
inhoud | 4.2 | 4.3 |
docenten | 4.2 | 4.3 |
studiefaciliteiten | 3.8 | 3.8 |
studielast | 3.8 | 4.0 |
studiebegeleiding | 3.8 | 4.0 |
In 2017 hebben meer dan 280.000 studenten hun oordeel gegeven over hun studie en instelling.
MSc Marketing - Marketing Analytics and Data Science aan de Rijksuniversiteit Groningen is beoordeeld door 83 respondenten. Gemiddeld waarderen ze de opleiding met 4.6 uit 5.
Na de studie

Beroepsperspectief / arbeidsmarkt
Marketing Analytics and Data Science (MADS) graduates might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert, Data Scientist, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).
Because all our programmes are EQUIS and AACSB accredited, a standard which only one percent of universities reach worldwide, your degree will be highly valued in the labour market.
To support you in developing your career and strengthen your employability skills, our FEB Career Services empowers you to achieve lifelong success through various career services during your studies. In order to give you a better idea of your prospects after graduating, we have gathered some facts and figures from our alumni.
Potentiële beroepen
Contact

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