MSc Business Studies
Specialization Marketing
The Master of Science in Business Studies trains students to analyse organisational issues and to produce appropriate solutions. Business Studies focuses on a multidisciplinary. Often analysis and solutions that make sense for one disciplinary area - economics, psychology, sociology or political science - will have an unexpected impact in other parts of the organisation. By viewing issues in a coordinated, plural and managerial way, their consequences can be mapped coherently.
Programme outline
The Master in Business Studies is a one-year programme. The curriculum yields 60 ECTS credits and consists of two core courses, three electives, and a thesis. The academic year is divided into two semesters, each with two quarters. Students are expected to have a broad basic knowledge of business and the intrinsic motivation to test and build upon their existing understanding of organisational function at an academic level. Coursework is designed in keeping with this expectation and demands significant personal initiative and active contributions on the part of the student. Students who successfully complete the programme will receive a Master of Science (MSc) degree in Business Studies.
Marketing
The Marketing specialisation within the Masters in Business Studies is intended for students who are broadly interested in marketing as an academic discipline or as a possible career option in advertising, product management, sales, branding, market research, retail or general management. Students can earn up to 40 ec out of the required 60 ec for the Masters in Business Studies through a combination of the following 10 ec courses and the possibility to write their Masters thesis (20 ec) on Marketing as a follow-up on these courses.
There are five master courses that students can choose:
1) Consumer Behaviour: This course provides insight into how people behave as consumers and the theoretical and managerial implications of such behaviour for firms.
2)International Marketing: This course aims to improve understanding of the key elements of marketing as it applies to conducting business across borders, and the global marketing of products and services.
3) Marketing Strategy: The goal of this course is to put marketing in a strategic and cross functional perspective and to give access to emerging marketing theories.
4) Retail Marketing: This course provides insight into the specific characteristics of retail trade, as well as its strategic, marketing and operational aspects.
5) Services Marketing: This course creates a marketing-specific framework in which the various marketing concepts are linked to services organisations.
Students who opt for this and follow 40 ec within this accent can have the Marketing specialisation mentioned on their list of grades (not compulsory).
In addition to the above courses, students can choose one master course from other business studies tracks such as Strategy and Organisation, Cultural Industries, Entrepreneurship, and HRM. Especially the master courses International Strategic Management, Strategy and Competitive Advantage, Strategy and Sustainability, and Cultural Entrepreneurship and Innovation are closely related to Marketing.
For more information contact: Ms I. Hogers, programme manager Business Studies, i.hogers@uva.nl
