MSc Marketing - Marketing Analytics and Data Science

• 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.

• 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.

Career prospects for graduates with a Master's degree in Marketing Analytics and Data Science are bright. The academic theory and practical tools that you will have acquired are highly valued in the labour market and will give you access to exciting job opportunities.

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.

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.

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, modeling, and consumer behaviour.