Person typing on a laptop.

Master's specialisation of Business AdministrationMarketing

Become the marketer of the future. Learn how to use marketing analytics to create value, gain deep consumer insights to build lasting relationships and create ground-breaking innovations that have impact that goes beyond the customer.

Go to
  • Open Day
  • Study programme
  • Admission & application
  • Career prospects
  • Events
  • Testimonials
  • Tuition
  • Contact

    • Something for you?

    • Learn the fundamentals of marketing success and the key drivers behind it.
    • Gain insights into the social and psychological processes that shape relationships between customers and organisations.
    • Explore the crucial role of innovative products and services in creating value.
    • Focus on creating value not only for customers, but also for other stakeholders.
    Why this programme?

    Admission requirements

    Do you want to know if you can be admitted? Read more about the admission requirements of this programme.

    Admission and application

    Factsheet

    Main language
    English
    Study duration
    1 year (60 EC)
    Start
    September
    Contact hours
    5-10
    Number of students
    58
    Programme format
    Full time
    Degree
    Master of Science, specialisation of Business Administration
    Faculty
    Nijmegen School of Management
    CROHO code
    60644
    Accreditation
    AACSB, NVAO
    The atmosphere between students and teachers is very welcoming.
    Anouk Litan
    Anouk Litan
    Student
    Read Anouk's story
    Testimonials

    What will you learn

    This programme helps you understand how organisations create value for customers and other stakeholders. It builds on three pillars: understanding the impact of marketing, understanding customers and their needs, and fostering market-driven innovation. You will learn to evaluate how marketing activities contribute to both organisational success and societal impact. A deep dive into consumer psychology and social influences equips you to understand buying behavior and build strong customer relationships. Finally, you will develop strategic skills to manage innovation, enabling you to successfully develop and commercialise new offerings for competitive advantage.

    Study programme

    Future career opportunities

    The programme equips you with the analytical mindset needed to become a successful marketer of the future. No focus on quick wins, but on building a solid understanding that gives you an edge in both profit and non-profit contexts.

    Possible career paths include:

    • Marketing Manager
    • Digital Marketing Specialist
    • Marketing Analyst
    • Account Manager
    • Brand Manager

    Career prospects

    Research

    Students study topics that include, but are not limited to:

    • Drivers of sustainable fashion consumption
    • Marketing mix effectiveness for local food
    • Online and offline retailing
    • Neurodiversity in consumer behaviour
    • Complaint handling on social media
    • Sociology of technology use
    • Customer co-creation in ideation contests
    • AI-literacy and vulnerability to online fraud
    • Anxiety caused by wearable technology
    • Online customer experience and AI
    • Dealing with stakeholder tensions in marketing

    Questions about this programme?

    Do you have a question about this programme? We're happy to help. Please contact us, ask a student or check out our information activities.

    Contact

    Tuitions & grants

    If you are going to follow this Master's programme, you will pay an annual tuition fee. There are different tuition rates. The amount depends on your personal situation.

    Tuition

    Related programmes

    Innovation and Entrepreneurship

    Master's specialisation of Business Administration EN

    You will come to understand how and why organisations innovate and what challenges entrepreneurs face when starting their business in a changing environment.

    International Business

    Master's specialisation of Business Administration | Joint programme optional EN

    This specialisation in Business Administration equips you with the knowledge and skills to navigate complex global challenges arising from geopolitical tensions, technological shifts, and disruptions to international trade and supply chains.

    Organisation Design and Change Management

    Master's specialisation of Business Administration EN

    How can you design and change organisations to deliver societally responsible and economically valuable contributions? Learn to successfully mobilise action in organisations to address contemporary societal challenges.

    Digital Management

    Master's specialisation of Business Administration EN

    Join the Digital Management specialisation to become a boundary spanner who bridges business and technology. Learn how to use AI and other digital innovations responsibly to boost organisational performance and create a positive impact on society.

    Science for Sustainability

    Master's EN

    Will you help navigate society towards environmental sustainability? In this Master's programme you learn about planetary boundaries and societal transitions, and acquire skills to solve sustainability challenges with societal actors.

    Strategic Human Resources Leadership

    Master's specialisation of Business Administration | Joint programme optional EN

    Do you want to learn how to lead people and organisations in a complex and rapidly changing world? This Master’s programme teaches you how adopting a paradox lens helps you to navigate competing demands and create sustainable value. You’ll explore how Human Resource Management (HRM) can benefit employees, managers, and policymakers alike, enhancing both well-being and performance, now and in the future.

    Strategic Management

    Master's specialisation of Business Administration EN

    Come to understand strategic management processes in relation to the dynamic and complex environment organisations are confronted with. Learn to deal with various stakeholder groups, to define, evaluate and optimise an organisation's strategy.