Marketing

Study marketing management in Groningen and learn how to do marketing that contributes to consumer well-being, and use digital analytics responsibly to continuously improve marketing strategies.

How can effective marketing strategies be aligned with sustainability goals to create a positive impact on consumer well-being, brand reputation, and society as a whole? How can marketers ethically use psychological triggers in their campaigns? And how can managers make better decisions using relevant data in a responsible way?Studying MSc Marketing - Marketing Management track is about understanding strategic marketing decision-making, consumer well-being, and creating meaningful connections that resonate in a fast-paced, interconnected world facing major challenges. During the one-year programme in Groningen, you will discover the power of branding, understand why and how consumers make decisions and gain expertise to use data for customer insights. Marketing is not a static discipline, it is a dynamic and interdisciplinary field and our professors and industry experts will share their knowledge on the latest technological advancements, consumer behaviors, and market trends to prepare you for your career. For example, you learn about using ethical and environmentally conscious campaigns that resonate with today’s mindful consumers and contribute to solving the societal challeng

Study marketing analytics and data science in Groningen and be trained thoroughly on methods to process and analyze big datasets to track marketing performance and generate customer insights.

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 digitalization on marketing. You will learn how to use advanced statistical techniques in a responsible way to analyze 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, for example, 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 analytics. To combine the best business practices with academic i

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 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 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 optimize 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.