Study programme

Business Administration: Marketing in the digital age

This one-year programme has a strong international focus and reflects a research-based approach to the field of Business Administration, in general, and Marketing, in particular. Marketing is an exciting aspect of today’s business world, whose ever-changing environment and new technologies are changing the way we think about and implement marketing decisions.

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The increasingly digitized environment in particular has created new challenges and opportunities for the field of marketing.The Marketing in the digital age track will provide you with the insights needed to identify marketing opportunities and develop effective implementation strategies. Within the track you can further specialise in either Digital Marketing or Marketing Management.

Regardless which specialisation within the Marketing track you choose, you will acquire expertise and skills that are relevant to thrive in an increasingly competitive marketing environment. You will learn to master the challenges and exploit the opportunities that come with today’s digital technologies, while at the same time keeping an eye on fulfilling the consumers’ experiences and needs. Choose the Digital Marketing specialisation if you see your future in a clearly digital role, for instance, in online retail, as a social media specialist, or as an online/Big Data analyst. Choose the Marketing Management specialisation if you want to develop into a more managerial marketing role, for instance as a product or brand manager.

Specialisation Digital Marketing

This one-year Master's programme involves three core courses: “Theories of Marketing”, “Digital Marketing and Analytics” and you can choose one of the following two courses:  “Consumer Behaviour” or “Marketing Strategy”. Theories of Marketing focuses on the key and emerging theories that are shaping marketing management and marketing thought today in the increasingly digital environment. It gives a state of the art overview of where marketing-related academic thinking started and what research is now being conducted regarding the most pressing marketing issues for Chief Marketing Officers (CMOs) these days. In the course Digital Marketing and Analytics you will learn core concepts and methods of online marketing and social media. You will also learn to develop an analytics strategy and make decisions on pricing, procurement and inventory management. There will be a strong focus on applying these concepts to real-world case studies. The Consumer Behaviour course provides insights into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for firms. During the Marketing Strategy course, you will learn to apply strategic marketing frameworks and thinking to different marketing issues, developing evidence-based solutions to complex marketing strategic problems.

Specialisation Marketing Management

This one-year Master's programme also involves three core courses: “Theories of Marketing”, “Consumer Behaviour “and “Marketing Strategy”. Theories of Marketing focuses on the key and emerging theories that are shaping marketing management and marketing thought today in the increasingly digital environment. It gives a state-of-the-art overview of where marketing academic thinking started and what research is now being conducted regarding the most pressing marketing issues for Chief Marketing Officers (CMOs) these days. The Consumer Behaviour course provides insights into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for firms. During the Marketing Strategy course, you will learn to apply strategic marketing frameworks and thinking to different marketing issues, developing evidence-based solutions to complex marketing strategic problems.

Programme structure

The Master of Science in Business Administration is a one-year programme of 60 ECTS credits (1 ECTS credit = 0.5 US credits). The academic year runs from September to the beginning of July and is divided into two semesters, each with three periods. If you choose to take the International Management or Marketing in the digital age track, you may start your programme in either September or February.

First semester

The year begins with two foundational courses on business theory, which serve as an introduction to the two initial tracks of your choice. In addition, you will be invited to attend UvA in Carré: a unique series of seminars featuring top-level speakers from leading companies, such as Ahold Delhaize, Unilever, Vodafone Ziggo, Google and l'Oréal. After the first period you will choose your definitive track, which will be explored in greater depth in the second period. You can enhance your track by attending two track-specific core courses. In the third period, you will formulate a thesis research subject while being introduced to research methodology.

Second semester

During the second semester, the focus is on writing a thesis, for which thesis workshops will help you in the process of collecting and analysing data. This part of the programme is balanced by the opportunity to select two elective courses, allowing you to tailor the programme to your own interests and skills, and bridging the gap between theory and practice in The Business Lab. 

The Business Lab

Want to test whether you can solve a real business case? You can choose from 20 elective courses in our Business Lab. Managers from leading companies will bring a real world business case to the classroom that your team has to solve in 6 weeks' time. You can select from a wide range of topics (e.g. branding, online marketing, strategy, change management or negotiations) and profit from the input of our corporate partners (e.g. Vodafone, L'Oréal, AB InBev, Deloitte). Presenting your solution to the company and learning from their feedback is a great way to prepare for your future career.

Marketing 2018

Thesis

The Master's thesis is the final piece of work you will be required to complete prior to graduation and is based on your chosen track and your specialisation within that track (if applicable). Your thesis must be individually written and will be supervised by one of the lecturers from the relevant track. Business Administration offers a structured thesis process, which enables you to finish your Master's degree within the given year.

Internships and exchange 

Students who have completed the 45 EC curriculum of the MSc Business Administration will have the possibility of doing an extracurricular internship. This especially gives international students a unique opportunity to experience the Dutch labour market. Students can also participate in an exchange semester facilitated by the university under the same terms.

Published by  Economics and Business

6 April 2018