Wo master - Economie en Bedrijf Eerder bekeken
Marketing
Varianten: MSc Marketing - Marketing Management, MSc Marketing - Marketing Analytics and Data Science, DDM Strategic Marketing Intelligence, DDM Marketing & Fina...
Over de opleiding Studiepunten: 60 ECTS
How can marketing strategies boost sustainability, benefiting both consumers and brand reputation? How can big data be analyzed to track marketing success and understand customers better?
In Groningen, you can choose between two different Marketing tracks:
Study Marketing in Groningen and specialize in marketing and customer management, or marketing analytics and data science.
* Marketing Management (MM): dive into branding, customer management, consumer psychology and strategic decision-making. Learn to create impactful connections in a rapidly changing world.
* Marketing Analytics and Data Science (MADS): master advanced data analysis techniques to uncover consumer insights. Explor...
Keuzes binnen de opleiding
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How can marketing strategies support sustainability to benefit consumers, brands, and society? How can marketers use psychological triggers ethically in campaigns?
In the MSc Marketing Management, you will dive into topics such as branding, consumer decision-making, and data-driven customer insights. You will learn how to align effective strategies with sustainability goals to boost consumer well-being and brand reputation.
Why choose the Marketing Management track? You want to:
Study Marketing Management in Groningen and learn about responsible marketing that contributes to consumer well-being, as well as digital analytics to enhance marketing strategies.
* understand the psychology behind consumer decisions;
* learn how to create impactful marketing strategies that resonate with consumers;
* discover the latest technological advancements, consumer behaviors, and market trends;
* work on real-life cases and assignments.
We prepare you to take on roles as marketing strategists, commercial analysts, online marketing consultants, SEO, and social media specialists, customer journey specialists, and many more. Interested in finding out more? Join the LinkedIn community.
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In the Marketing Analytics and Data Science (MADS) profile, you will become an expert in marketing analytics and gain a thorough understanding of how digitalization impacts marketing. In this one-year programme you will:
Study Marketing Analytics and Data Science in Groningen to master big data techniques, assess marketing performance, and generate valuable customer insights.
* learn to responsibly use advanced statistical techniques to analyse big data;
* explore how consumers, firms, and society can benefit from data science while also considering ethical implications;
* gain hands-on experience with assignments using the latest tools like Google Analytics 4.
Do you want to specialise even more? You can choose a focus area in Digitalization and Artificial Intelligence, opt for a Master internship or do a double degree with BI Norwegian Business School (Oslo, Norway) or Münster University (Münster, Germany).
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A specialised programme unique to you:
Study Strategic Marketing Intelligence at Groningen and Oslo to understand how data analysis and marketing intertwine and influence firm strategy and consumer behaviour.
Are you interested in how data can be used to model, track and understand marketing performance? Do you want to learn how to evaluate and estimate the costs of marketing strategies and decisions?
Our two-year Double Degree Master's Strategic Innovation Management gives students a unique opportunity to learn industry-leading marketing analytics tools and techniques in order to design and implement research-based strategies for firms
To take part in this programme, you first need to study MSc Marketing: Marketing Analytics and Data Science (MADS) in Groningen, during which you can apply to study at the BI Norwegian Business School in Oslo.
* Gain two degrees in two years from two of Europe’s best marketing programmes;
* learn advanced statistical techniques to analyze big data while also considering ethical implications;
* Gain hands-on experience with assignments using the latest tools like Google Analytics 4.
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Tailor this unique programme further:
Study Marketing and Finance in Groningen and Münster to master two of the most important fields of international business.
Would you like to expand and deepen your knowledge in the field of Marketing Analytics and Data Science? Would you like to challenge yourself and combine your studies with a second Master’s with a focus on Finance?
Our two-year Double Degree Master's Marketing and Finance allows students to challenge themselves by focusing on the impact of digitalization on marketing. You will also learn how to use advanced statistical techniques in a responsible way to analyze data and design and evaluate marketing strategy.
To take part in this programme, you first need to study MSc Marketing: Marketing Analytics and Data Science (MADS) in Groningen, during which you can apply to study at Universität Münster in Germany.
* Gain two degrees in two years from two of Europe’s best business schools;
* Learn advanced statistical techniques to analyze big data while also considering ethical implications;
* Specialize in two relevant fields: marketing and finance;
* Gain hands-on experience with assignments using the latest tools like Google Analytics 4.
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Our two-year Double Degree Master (DDM) Marketing and Information Systems gives students a unique opportunity to learn innovative strategic marketing theory and data analysis techniques so they can design and implement research-based strategies.
To take part in this programme, you need to study MSc Marketing: Marketing Analytics and Data Science (MADS) in Groningen initially, during which you can apply to study at Universität Münster in Germany.
Make your programme more unique:
Study Marketing and Information Systems in Groningen and Münster to understand how marketing analytics and information systems can deliver more effective marketing strategies.
How do firms transform large datasets into valuable marketing tools? Can data science be used in designing better decision-making strategies in marketing teams?
* Gain two degrees in two years from two of Europe's best marketing programmes;
* learn advanced statistical techniques to analyze big data while also considering ethical implications;
* Specialize in two relevant fields: marketing and information systems;
* Gain hands-on experience with assignments using the latest tools like Google Analytics 4.
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- Digitalization and Artificial Intelligence Focus Area
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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.
- Future Prosperity and Sustainability Focus Area
- Healthy Society Focus Area
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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.
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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.
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Opportunity to gain work experience by doing an internship in the second semester of your study.
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Kennismaken met de opleiding?
Op Studiekeuze123 kun je informatie vergelijken. Op de website van de onderwijsinstelling kun je verder lezen als de opleiding je aanspreekt.
Bekijk instellingswebsite
Taal:
Engels (100%)
Bekostiging: Overheid
Bekostiging: Overheid
Studiepunten:
60 ECTS
Diploma:
Master of Science
Toelating & selectie € 2.695 wettelijk collegegeld in 2026 / 2027
Om toegelaten te worden tot een opleiding moet je aan bepaalde eisen voldoen.
Toelatingseisen
Om aan een master te kunnen starten, heb je een bachelordiploma nodig.
Sluit je bachelor niet direct aan op de master, of stroom je door van hbo naar wo? Dan moet je meestal een schakelprogramma of premaster volgen. Lees meer over schakelprogramma’s (Schakelprogramma, is dat nodig? - Studiekeuze123)
Collegegelden
€ 2.695
Wettelijk collegegeld
Wettelijk collegegeld
€ 2.601
Wettelijk collegegeld
Wettelijk collegegeld
Wettelijk of instellingscollegegeld?
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Hoe hoog is het instellingscollegegeld? Bekijk het op de website van de universiteit
Meer weten?
Belangrijke data
Mis geen belangrijke gebeurtenissen. Check belangrijke data ook bij de opleiding zelf.
Opleidingsvariant zonder numerus fixus
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15
oktober 2025
Aanmelddeadline opleiding -
1
februari 2026
Start opleiding
Alle startmomenten -
1
mei 2026
Aanmelddeadline opleiding
Tijdens de opleiding 107 eerstejaars
Geen enkele opleiding is hetzelfde. Kijk daarom naar de kenmerken van een opleiding.
Studeren bij deze instelling
107
eerstejaars aan deze opleiding
49%
van de eerstejaars studenten is man
51%
van de eerstejaars studenten is vrouw
158
opleidingen
Studieadvies
We hebben onvoldoende betrouwbare informatie over dit onderwerp.
Studieverloop
Diploma binnen 2 jaar
89%
behaalt een diploma voor deze opleiding
11%
behaalt geen diploma
Meer weten?
Tevredenheid 3.9/5.0 algemene tevredenheid
Hoe beoordelen de (oud)studenten deze opleiding?
Nationale Studenten Enquête
Hoe tevreden waren studenten in 2025 over aspecten van deze opleiding?
|
Deze opleiding
Rijksuniversiteit Groningen |
Landelijk gemiddelde
Marketing Vergelijk alle 2 opleidingen |
verschil | |
|---|---|---|---|
|
Studenttevredenheid
Meer informatie | 3.9 / 5 | 4.0 / 5 | |
| Sfeer | 3.9 / 5 | 4.0 / 5 | |
| Studiefaciliteiten | 4.1 / 5 | 4.0 / 5 | |
| Studie opnieuw kiezen | 4.0 / 5 | 4.1 / 5 | |
| Inhoud en opzet | 3.9 / 5 | 3.9 / 5 | |
| Aansluiting beroepspraktijk | 3.1 / 5 | 3.5 / 5 | |
|
Studenttevredenheid
Meer informatie | 3.9 / 5 | 4.0 / 5 | |
| Sfeer | 3.9 / 5 | 4.0 / 5 | |
| Studiefaciliteiten | 4.1 / 5 | 4.0 / 5 | |
| Studie opnieuw kiezen | 4.0 / 5 | 4.1 / 5 | |
| Inhoud en opzet | 3.9 / 5 | 3.9 / 5 | |
| Aansluiting beroepspraktijk | 3.1 / 5 | 3.5 / 5 | |
| Docenten | 3.9 / 5 | 4.0 / 5 | |
| Lesstof in het Engels | 4.3 / 5 | 4.4 / 5 | |
| Studiebegeleiding | 3.7 / 5 | 3.7 / 5 | |
| Toetsing en beoordeling | 3.7 / 5 | 3.7 / 5 | |
| Betrokkenheid en contact | 3.8 / 5 | 3.9 / 5 | |
| Studiedruk |
Oordeel afgestudeerden
Over de studie Marketing
64%
van de afgestudeerden vindt de studie een goede basis om te starten op de arbeidsmarkt
84%
van de afgestudeerden zou achteraf de studie opnieuw kiezen
Studeren met een ondersteuningsbehoefte
Veel studenten hebben tijdens hun studie behoefte aan extra voorzieningen of flexibiliteit in het onderwijs. Dit kan komen door een aandoening zoals dyslexie, een chronische ziekte, psychische klachten, maar ook topsport of ondernemerschap tijdens de studie. Studenten beoordeelden hoe tevreden ze zijn over de ondersteuningsmogelijkheden bij hun onderwijsinstelling.
Na afstuderen 47% van de werkenden vond een baan op niveau
Lees hoe het studenten van deze opleiding in de eerste periode na hun studie vergaat op de arbeidsmarkt.
Meest gekozen beroepen (na deze studie)
| Specialisten op het gebied van reclame en marketing | 36% |
| Systeemanalisten | 11% |
| Bedrijfs- en organisatieanalisten | 7% |
| Vakspecialisten op statistisch en wiskundig gebied e.d. | 7% |
Werkgelegenheid na deze studie
Bij deze studie zijn de verwachtingen voor het vinden van een baan goed.
Een (substantiële) baan vinden...
duurt gemiddeld 11 maanden.47% krijgt een vast contract.
Match tussen studie en beroep
77% vond een baan binnen het vakgebied van de studie
47% vond een baan op het niveau van de studie
Startsalaris
Het startsalaris na deze studie is lager dan het gemiddelde van alle wo master studies.
€ 2.947
Geschatte startsalaris na deze studie
€ 3.150
Geschat van alle wo master studies
Gemiddelde werkweek
Hoeveel uur afgestudeerden gemiddeld werken bij hun huidige baan.
39 uur
Het percentage zelfstandigen
Het aandeel mensen dat werkt als zelfstandige of ondernemer.
2%
Contact Contact 050-3638100
Meer weten over de opleiding? Neem contact op met Rijksuniversiteit Groningen
Meer informatie
Bezoek ook de website van Rijksuniversiteit Groningen
Bezoek website van Rijksuniversiteit Groningen