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voltijd master Marketing - Rijksuniversiteit Groningen


Rijksuniversiteit Groningen

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Deze opleiding

!Deze opleiding communiceert alleen in het Engels.
We tonen daarom de Engelstalige opleidingsinformatie.
Study marketing in Groningen and use the opportunity to specialise in marketing and customer management or marketing analytics and data science.

open_in_newstudy website

typeregulier, 60 EC
start1 februari, 1 september
taalvolledig English
opleidingsduur12 maanden voltijd
numerus fixusnee

How can effective marketing strategies be aligned with sustainability goals to create a positive impact on both consumer well-being and brand reputation? How can you process and analyse big datasets to track marketing performance and generate customer insights?

In the MSc Marketing programme, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. Depending on your interest and career aspirations, you can choose between our 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. You learn to understand strategic marketing decision-making, consumer well-being, and creating meaningful connections that resonate in a fast-paced, interconnected world.

Within the MADS track, 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.

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?

  • The marketing department in Groningen is home to outstanding (international) researchers and professors with vast experience in the marketing and consultancy field. We also bring industry experts and marketing professionals to show you how the knowledge we teach you in the classroom can make a difference in the real world.
  • We believe in responsible marketing and we teach you about financial sustainability, but also about ethical considerations and sustainability. In the Marketing Management track in Groningen, we cover topics such as societal and consumer well-being, growing demand and the effect on environmental sustainability, and socially responsible campaigns and initiatives.
  • 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.
  • Be part of a programme that fuses advanced academic theory and practice, learning from international lecturers with consultancy experience, and international practitioners who provide hands-on experience with real-life cases. Tap into the College Tour, an extracurricular event through which you will engage with 1 or 2 companies, meet people in different roles, and engage with them directly.
  • 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, Fudan University in China, 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.
  • The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.


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You will follow high-level research-based Marketing Management or Marketing Analytics and Data Science courses through which you learn to generate customer insights and serve the market accordingly. In both profiles, you have specific mandatory courses and courses chosen from a list of electives. You can read more about the content on the Marketing Management (MM) and Marketing Analytics and Data Science (MADS) pages.

Both tracks are rounded off with a 20 ECTS Master's thesis.
MADS - Statistical Learning in Marketing
5 EC
MADS - Companies, Brands, and Consumers
5 EC
MADS - Data Engineering for MADS
5 EC
MM - Electives A
15 EC
MM - Electives B
10 EC
MADS - Elective
5 EC
MM - Marketing Research Methods
5 EC
MM - Strategic Marketing
5 EC
MM - Consumer Psychology
5 EC
MADS - Data Science Methods for MADS
5 EC
MADS - Market Models keuzevak
5 EC
MADS - Retail Marketing: Strategy and Analytics keuzevak
5 EC
MM - Master's Thesis
20 EC
MADS - Master's Thesis
20 EC
MADS - Managing Customer Experience and Value keuzevak
5 EC
MADS - Digital Marketing Intelligence keuzevak
5 EC
MADS - B2B Marketing keuzevak
5 EC
MADS - Customer Models keuzevak
5 EC


specialisatie Double Degree Master Marketing and Information Systems (Münster)

2 year Double Degree programme in Groningen and Münster

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.

specialisatie Double Degree Master Marketing and Finance (Münster)

2 year Double Degree programme in Groningen and Münster

specialisatie Double Degree Master International Business and Finance (Shanghai)

Are you interested in an international career in or involving China?

Study in Shanghai after your FEB Master's programme in Groningen and gain first-hand knowledge and experience of China and the economy, finance and culture.

specialisatie Double Degree Master Strategic Marketing Intelligence (Oslo)

2 year Double Degree programme in Groningen and Oslo

track Marketing Management (MM)

Marketing Management concentrates on the strategies and methods that companies can use to meet the wishes and requirements of consumers in the relevant market segment(s).

In the MM track, you will study specific marketing disciples such as branding and new product management, customer management, marketing communications, retailing, and business-to-business marketing.
Upon graduation, MM students will be able to make, implement, monitor and evaluate research-based strategic and tactical marketing decisions.
For this track, you should take at least three of the six Marketing Management courses. You can also choose up to two courses from other programmes or the MADS track. After completing this programme, you will receive an MSc in Marketing - Marketing Management.

track Marketing Analytics and Data (MADS)

Marketing Analytics and Data track is about understanding customers and generating customer insights based on advanced data engineering and analytics.

In the MADS track, you will study methods of retrieving, managing, and analyzing data, including secondary and big data, to track a company's marketing performance and generate new customer insights. The information and insights generated by MADS specialists are used to make research-based strategic and tactical marketing decisions.

For the MADS track, you must follow the four compulsory courses: 1)Statistical Learning in Marketing, 2) Companies, Brands and Consumers, 3) Data Engineering for MADS and 4) Data Science Methods for MADS. In addition, you choose at least two-course units from the MADS track, one course unit from the MM track, and a course unit from the other programmes or the MM and MADS tracks. After completing this programme you will receive an MSc in Marketing - Marketing Analytics and Data Science.

Upon graduation, MADS students should be able to collect, retrieve, manage, and analyze data, interpret the results, generate insights, and report conclusions.

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 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 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.


taal van onderwijs100% en
study guidance
Studying means working independently and planning your studies yourself. But successful studying depends on many different factors, so it is understandable that you may need to consult an impartial expert to discuss your study progress and personal circumstances that influence your studies. The faculty's study advisors are available to help you. Obviously, everything discussed with the study advisor remains confidential.

Toelating en kosten


1 februari 2024

aanmelding deadline : 1 oktober 2023
wettelijk tarief : € 2530 (€1265 in het eerste jaar)
instellingstarief : € 19900
niet-EU/EER studenten : € 20800

1 september 2024

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

More information on the steps to apply.

Important: The MSc Marketing is a selective programme. Read more about the application deadlines and entry 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, please visit:

Not meeting the pre-education requirements for direct entry? Please read more about our Pre-Master programmes:

inbegrepen in collegegeld
registration fee

De stad


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.
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.

aan het woord: studenten en docenten

Rixt Altenburg
Alumni testimonial - MSc Marketing

Frans Kramer
Alumni testimonial - MSc Marketing

Ronnie van Niewenhoven
Alumni testimonial - MSc Marketing

Martin Grebhahn
Alumni testimonial - MSc Marketing Analytics and Data Science profile (previously Marketing Intelligence)

Yory Wollerich
Alumni testimonial - MSc Marketing Analytics and Data Science profile (previously Marketing Intelligence)

Hans Zijlstra
Alumni testimonial

Janine Voerman
Alumni testimonial - MSc Marketing - Marketing Management


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1/7 RUG
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
2/7 RUG
MSc Marketing - Marketing Analytics and Data Science
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
3/7 RUG
MSc Marketing - Marketing Management
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
4/7 RUG
DDM Marketing & Finance
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
5/7 RUG
DDM Marketing & Information Systems
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
6/7 RUG
DDM Strategic Marketing Intelligence
€ 303 gemiddelde kamerhuur
? eerstejaars
NAN% vrouw
? uur contacttijd/week
7/7 Amsterdam VU
€ 424 gemiddelde kamerhuur
52 eerstejaars
80% vrouw
? uur contacttijd/week
disclaimer: bovenstaande cijfers en beoordelingen zijn aangeleverd door de opleidingen zelf. Wij kunnen de juistheid niet garanderen.

Na de studie

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Beroepsperspectief / arbeidsmarkt

As an MSc Marketing Management graduate, you have a wide range of promising career prospects across various industries. You can work in consultancy and be responsible for developing and executing strategies to build and maintain strong brand identities. If you are interested in the retail world, you can oversee the development, marketing, and performance of specific brands, products or product lines. Digital marketing and advertising are also popular fields in which our alumni work.

As an MSc Marketing Analytics and Data Science graduate, 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.

Potentiële beroepen

advertising manager
brand and product manager
business analyst
business intelligence developer
client technology lead
customer relationship manager
data analyst
data and analytics consultant
data scientist
international marketing manager
marketing data advisor
marketing researcher
marketing strategy consultant
researcher at university (research master and phd programmes)
bron: StudieData


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Meer informatie?
Bezoek de website van deze opleiding.

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