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 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 digitalisation on marketing. You will learn how to use advanced statistical techniques to analyse 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, 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. To combine the best business practices with academic insights, we use lectures, hands-on tutorials (and assignments), and invite practitioners to give guest lectures.
Important: The MSc Marketing is a selective programme and you need to take part in a selection procedure. Please read more about the application deadlines and entry requirements.
Waarom aan de RUG?
- We take a unique approach in Groningen in that we cover both data engineering and data science aspects in our programme. We teach you how to effectively collect data because this sets a solid foundation for data processing and analysis. Gaining competencies in both data collection and data processing will allow you to succeed in the data-driven marketing landscape. What's more, we emphasise the ethical aspect when handling data to prepare you for a future career as a responsible marketer.
- Focus on services instead of goods, and on how humans interact with technology, in the Managing Customer Experience course – a unique feature of this programme.
- Take a Double Degree programme and earn two Master's degrees in just two years by studying in Groningen and at a top university abroad - Münster University in Germany or Oslo Business School in Norway.
- Develop analytical and critical thinking skills by working on research assignments using big data from companies. This is another aspect of the programme that is unique in the Netherlands.
- The programme has a very active community, MARUG, which is run by students for students. With over 1400 members, there is an activity for everyone from socials to get to know your classmates to career activities where you can meet your future employer.
- Our graduates have found jobs as business intelligence specialists, data analysts, data consultants, data scientists, marketing automation consultants, and many more. Interested to find out more? Join the LinkedIn community!
- The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.
Studieprogramma
| periode | |||||||||
| 1 | 2 | 3 | 4 | ||||||
Statistical Learning in Marketing | 5 EC | ||||||||
Companies, Brands, and Consumers | 5 EC | ||||||||
Data Engineering for MADS | 5 EC | ||||||||
Elective | 5 EC | ||||||||
Data Science Methods for MADS | 5 EC | ||||||||
Market Models keuzevak | 5 EC | ||||||||
Retail Marketing: Strategy and Analytics keuzevak | 5 EC | ||||||||
Master's Thesis | 20 EC | ||||||||
Managing Customer Experience and Value keuzevak | 5 EC | ||||||||
Digital Marketing Intelligence keuzevak | 5 EC | ||||||||
B2B Marketing keuzevak | 5 EC | ||||||||
Customer Models keuzevak | 5 EC | ||||||||
specialisaties
specialisatie Energy Focus Area
Focus on the serious changes within the energy sector by dealing with issues such as how firms adapt to renewable energy, how the higher taxes are managed during this transition and how to deal with the weather dependent production of energy systems. Gain the knowledge and skills to shape a sustainable future in this evolving energy sector.
specialisatie Digital Business Focus Area
Focus on the digital transformation within our society and understand how to successfully implement digital transformation in business. A successful digital transition allows businesses to conquer markets, witness industries converging, and step into the realm of winner-takes-all dynamics, like dominating tech-giants like Google and Facebook.
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 Master Marketing and Information Systems (Münster)
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 Master Strategic Marketing Intelligence (Oslo)
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) from Groningen with the expertise in Strategic Marketing from the BI Norwegian Business school in Oslo.In Groningen, you will study thoroughly methods that allow you 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 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.You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science profile and an MSc in Strategic Marketing Management.
specialisatie Double Degree Master Marketing and Finance (Münster)
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.
specialisatie Healthy Society Focus Area
Focus on tackling problems that impact healthcare providers and their societal partners in their day-to-day work. Issues such as scarce human resources combined with a higher, more complex demand for care, and more demanding citizens require solutions, which you will think about and design.
Onderwijs
| taal van onderwijs | 100% en |
|---|---|
| avondonderwijs | n.v.t. |
| afstandsonderwijs | n.v.t. |
Toelating en kosten
startmomenten
aanmelding deadline : 1 oktober 2023
wettelijk tarief : € 2530 (€1265 in het eerste jaar)
instellingstarief : € 19900
niet-EU/EER studenten : € 20800
aanmelding deadline : 1 maart 2024
wettelijk tarief : € 2530 (€1265 in het eerste jaar)
instellingstarief : € 19900
niet-EU/EER studenten : € 20800
Students with a Dutch diploma can apply directly to Studielink. In Studielink, please register for the specific track (Marketing Management or Marketing Analytics and Data Science). If you are a current FEB student and you want to re-enrol, please contact transfer.feb@rug.nl.
More information on the steps to apply.
Important: The MSc Marketing is a selective programme. Read more about the application deadlines and entry requirements.
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.
Not meeting the pre-education requirements for direct entry? Please read more about our Pre-Master programmes: https://www.rug.nl/feb/premaster
De stad
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.
Keuzehulp
Studievergelijker
MSc Marketing - Marketing Analytics and Data Science
| € 303 gemiddelde kamerhuur |
| ? eerstejaars |
| NAN% vrouw |
| ? uur contacttijd/week |
DDM Marketing & Finance
| € 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 |
MSc Marketing - Marketing Management
| € 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 |
Na de studie
Beroepsperspectief / arbeidsmarkt
You will be able to take up positions such as data analyst at a research or consultancy company, business intelligence specialist, marketing automation consultant, or database marketeer. You will be responsible for bridging the gap between data and marketing strategies. Our alumni help marketing teams make data-driven decisions, optimise campaigns, enhance customer experiences, and ultimately achieve better results in terms of customer engagement and revenue generation.
You also become a researcher at a university by doing a Research Master's and/or a PhD programme. Recent graduates have successfully transitioned into data science roles outside of the marketing field. This proves that our programme equips students with the skills and knowledge to become proficient data scientists across various domains. Our recent graduates have started working at companies such as KPMG, Lynk &Co, AdResults, ING, ABN AMRO, Jumbo, Microsoft, Capgemini, Bol.com, and McKinsey & Company.
Potentiële beroepen
Contact
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