Why study Marketing in Nijmegen?
As a business discipline, marketing will continue to play a vital role in both profit and non-profit contexts, as organisations will compete to create value for customers and other stakeholders. The field is evolving rapidly: technological advances, such as generative artificial intelligence, are reshaping traditional marketing activities like content creation. However, these changes will only enhance the need for a strategic perspective that challenges managers to think carefully about why, how and where they create value better than competitors. In addition, society will place great demands on marketers, pushing them to engage in responsible marketing strategies and practices that benefit society. This programme prepares you for that future, equipping you with the skills, insights, and strategic mindset to succeed in a fast-changing marketing environment.
Master's specialisation in Marketing
Want to understand marketing on a deeper level? This programme gives you the analytical mindset to tackle the complexities of a fast-changing world. You will learn to use analytical tools and theoretical insights, and apply them to real marketing challenges that organisations face today. This programme is not about creating flashy ads or building websites. You will become a critical thinker who understands the fundamentals of value creation and knows how to design strategies that make a real, responsible impact. You will learn to think conceptually, challenge existing ideas, and always consider the long-term well-being of all stakeholders.
Key courses include Marketing Performance, where you will learn to analyze the impact of marketing efforts by understanding a variety of metrics that capture how value is created for customers and other stakeholders. Another key course is Consumer Behavior, where you will learn how psychological and social processes drive the behavior of consumers, resulting in the development of a marketing communications strategy to change consumer behaviour in a social responsible direction. A third key course is Marketing and Innovation, where you will learn to create customer value through new products or services (innovations), requiring customer intimacy to understand current and future customer needs.
Why choose Radboud University
- Our classes are small and interactive, and our professors are easily approachable. There is an open environment where you can easily come in contact with other students.
- Our compact campus in Nijmegen is the greenest and most beautiful in the Netherlands where everything is within walking distance.
- We encourage our students to take a multidisciplinary approach to their studies, and in many cases, you are free to customise your own programme, so you can learn about and research topics that you are passionate about.
- You earn a valuable diploma in an outstanding university system. Furthermore, we stimulate and support the development of your critical skills in order to improve your chances in the job market within your field.
Do you want to know more about what Radboud University has to offer?
With Marketing
- We train you to become both an academic marketing specialist and a responsible marketing professional.
- We teach when and how to use marketing theories, insights and tools.
- We stimulate you to consider the long-term well-being of all stakeholders.
Nijmegen School of Management
At Nijmegen School of Management, one of the seven faculties within Radboud University in the Netherlands, we have a clear aim: we enable students to play their part in the transformations towards a sustainable society through high-quality scientific research and education. With more than 5,000 curious students and more than 500 dedicated employees, we form a dynamic community. Read more about the faculty’s story and about our mission, vision and strategic themes.