MSc Marketing
Integrate theory and practice in a rigorous state-of-the-art setting
How does an organization achieve a competitive advantage? Why do some firms compete successfully where others fail? How can you deliver superior customer value?
Marketing research
What type of research can provide answers to a specific marketing problem? How do you conduct effective marketing research?
Critical interaction as the key to marketing solutions.
More and more companies are realizing that success depends on their ability to offer a unique value to the customer; in other words, they need products and services that customers appreciate and that stand out from the products and services offered by competitors. But there is no way these ambitions can be realized without reliable information on customers, rival companies and other market players. This kind of information forms the basis for developing and introducing products and services that can build up and bolster the company’s competitive position. The discipline of marketing – especially strategic marketing – concentrates on this process and hence plays a key role in all sorts of companies.
Your programme in a nutshell
The MSc programme in Marketing combines in-depth academic study with practical application, focusing particularly on strategic marketing. Students are taught to analyse, apply and rework the latest marketing knowledge. Through interactive learning methods, with a strong emphasis on cases and practical assignments, the student will develop his ability to put marketing theory into practice. The programme includes a business game in which application and skills are trained, serving as outlook on the professional field. Furthermore, much attention is paid to developing the student's research skills, to be applied in an independent research project and master thesis.
First semester
The first semester aims at providing the student with a thorough knowledge of the fundamentals of marketing theory and its application. The core courses Marketing Strategy and Advanced Marketing Research help the student to acquire a sound basis in marketing strategy and research. He proceeds with familiarizing himself with both Consumer Marketing and Business Marketing. In all courses students apply theory to complex situations, by means of business cases. The semester will be concluded with an integration project, in which students carry out a marketing project for an existing company. The results will be presented to an audience of staff, fellow-students and the company's representatives.
Second semester
In the second semester we focus on academic research. In the academic seminar, students are taught to analyse critically scientific publications and discuss these in depth with staff and fellow-students. Academic seminars are taught by staff members who are actively engaged in carrying out research themselves, thus offering the student state of-the-art academic research training. At the end of the seminar, the student is well equipped to write a research proposal, which will serve as input for his master's thesis. Carrying out the research project and writing the thesis takes about three months. Students take part in the concomitant thesis seminar, in which the research findings of the students are periodically presented and critically discussed. Furthermore, students have room for one elective course in this semester. This course may be chosen from master courses taught within the faculty and serves to give room to widening one's academic interest.
