Marketing

• 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 emphasize 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.

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, optimize campaigns, enhance customer experiences, and ultimately achieve better results in terms of customer engagement and revenue generation.

Our research-driven education is strongly rooted in business practice and society. At the heart of our teaching approach is (interdisciplinary) research and in collaboration with external partners, students and professors conduct projects on societally relevant topics such as healthy society, digitalization and how AI is shaping business and societies, sustainability, climate change and how to tackle the shift to renewable energy. From day one of your degree, we are about making a real impact.

The Customer Insights Center of the University of Groningen (RUGCIC) connects scientific research and practice and brings together the marketing knowledge and expertise of students, researchers, and businesses

You can also read more about our Marketing research institute that focuses on. Three main disciplines in the field of marketing: strategy, modelling and consumer behaviour.