How to generate and use customer insights and create sustainable customer relationships? The MSc in Marketing from the University of Groningen will address this question.?
Within the MM track, students will be educated and trained more thoroughly on specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.
Within the MI track, students will be educated and trained more thoroughly on methods that allow them 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 MI function are used as a basis for making research-based strategic and tactical marketing decisions.
Job prospects
After completing this programme, you will be well suited for a career in marketing. MM students might pursue careers as a Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager.
MI students might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert or Database Analyst, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).
The MM track will give students a thorough grounding in 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 MI track. After completing this programme, you will receive an MSc in Marketing with a Marketing Management profile.
