Marketing
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 |
accreditatiesAACSB, NVAO |
croho-code60048 |
numerus fixusnee |
honoursnee |
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.
Waarom aan de RUG?
- Our Marketing Department is among the top 5 Marketing Departments in Europe. All programmes are research-based, combining high-quality lecturers teaching course units related to their research with, for example, guest lectures, real-life cases, and simulation games.
- The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.
- It is also possible to take a double degree programme in Groningen and Oslo or Münster. You cannot apply for one of these double degree programmes as such, but you first need to follow the MSc Marketing (with the MADS track). After the first semester, you can apply for the add-on year in Oslo or Münster. Selection will take place based on grades and motivation.
Studieprogramma

periode | |||||
MADS - Method elective | |||||
MADS - electives | |||||
MM - elective(s) MSc Mark. Man. A | |||||
MM - elective(s) MSc Mark. Man. B | |||||
MADS - Master's Thesis Marketing | |||||
MADS - Statistical Learning in Marketing | |||||
MADS - Companies, Brands and Consumers | |||||
MADS - Data Engineering for MADS | |||||
MADS - Data Science Methods for MADS | |||||
MADS - Marketing Management elective | |||||
MM - Master Thesis Marketing | |||||
MM - Marketing Research Methods | |||||
MM - Strategic Marketing | |||||
MM - Consumer Psychology |
specialisaties
- Double Degree Master Marketing and Information Systems (Münster)
- Double Degree Master Marketing and Finance (Münster)
- Double Degree Master Chinese Economy and Finance (Shanghai)
- Double Degree Master Strategic Marketing Intelligence (Oslo)
- Marketing Management (MM)
- Marketing Analytics and Data (MADS)
- Digital Business Focus Area
- Energy Focus Area
- Master Internship
specialisatie Double Degree Master Marketing and Information Systems (Münster)
2 year Double Degree programme in Groningen and Münster
specialisatie Double Degree Master Marketing and Finance (Münster)
2 year Double Degree programme in Groningen and Münster
specialisatie Double Degree Master Chinese Economy 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 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 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 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.
Onderwijs
taal van onderwijs | 100% en |
---|---|
avondonderwijs | n.v.t. |
afstandsonderwijs | n.v.t. |
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
startmomenten
aanmelding deadline : 15 oktober 2023
collegegeld nog niet bekend
aanmelding deadline : 1 maart 2023
wettelijk tarief : € 2314 (€1157 in het eerste jaar)
instellingstarief : € 17000
niet-EU/EER studenten : € 17800
aanmelding deadline : 1 maart 2024
collegegeld nog niet bekend
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 will become a selective programme from the September 2023 intake onwards. 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
inbegrepen in collegegeld
examination |
registration fee |
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 |
aan het woord: studenten en docenten
Rixt Altenburg
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
Keuzehulp

Studievergelijker
Marketing
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
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 & Finance
€ 303 gemiddelde kamerhuur |
? eerstejaars |
NAN% vrouw |
? uur contacttijd/week |
DDM Marketing & Information Systems
€ 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.
Marketing 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 Management (MM) graduates might pursue careers as a Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager. 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).
As a graduate, your degree will be highly valued in the labour market. The Faculty of Economics and Business is internationally accredited and belongs to the 1% of business schools around the world accredited by both EQUIS and AACSB.
FEB Career Services
When you become a student at the faculty, we want to support you in developing your career and strengthen your employability skills. You can count on a dedicated on-campus Career Services team offering you a wide range of courses, workshops, events and career-related support during your studies. Everything you need to enter the labour market.
Potentiële beroepen
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