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Consumer Marketing (MSc Business Administration)

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In the Consumer Marketing track, you gain an in-depth understanding of consumer characteristics, behaviours and motivations as input for effective marketing strategies. This is one of the tracks you can opt for in our Master's in Business Administration.

Language of instruction

Why choose Consumer Marketing?

  1. You are interested in the consumer as the centre of the marketing process, emphasising human behaviour and consumer psychology.
  2. We all consume on a daily basis, so this track is closely linked to your own life and experiences as a consumer. That makes the theories and examples discussed more concrete and relatable.
  3. The track offers opportunities for cross-pollination and collaboration with students from the complementary Digital Marketing track, via shared course work and assignments.
Student review Consumer Marketing - Amsterdam Business School - University of Amsterdam
Watch Samantha’s review of the MSc in Business Administration
Track coordinator Consumer Marketing - Amsterdam Business School - University of Amsterdam
Learn more about the track Consumer Marketing by track coordinator Roger Pruppers

Help organisations improve their marketing through consumer insights

Marketing is responsible for strategically guiding businesses towards the creation and capture of superior customer value. Sound marketing thus requires a detailed understanding of consumers and the broader context of their lives: who are they, what do they do, and (perhaps most importantly) what drives their behaviour and decisions?

Hi, I'm Anton! I'm a Master's student in Business Administration from Russia. Got questions about studying at the UvA? Get in touch! Chat with Anton
Want to start mid-term (February)?

Do you have an entrepreneurial and global mindset? And are you eager to start an international career in business? The University of Amsterdam Business School is one of the few institutions in the Netherlands where you can start your Master’s in Business Administration in February as well as in September.
Consumer Marketing is one of 3 tracks you can choose from if you want to start in February.

Career prospects

Graduates of the Master's in Business Administration/Consumer Marketing track have excellent job prospects for positions in a wide variety companies related to (consumer) marketing, e.g.:

  • PR & communication managers
  • consumer researchers
  • product/brand managers
  • marketing consultants
  • consumer insights managers

Is the Master’s in Business Administration for you?

Employers need qualified people who can help them solve problems and make decisions that will generate value for their business. If you have a natural interest in what makes an organisation successful, if you have a global mindset and if you are committed to teamwork, you will definitely get the most out of this programme. Are you an ambitious student, but do you not yet meet the admission requirements for the Master’s programme? Start our pre-Master’s programme in September! In only 4 months, you will gain all the necessary knowledge and skills to start your Master's.

'Study material is presented in a very practical way'

Alexa Nuhn: 'What I like most is that the lecturers really try to make the courses as interesting and interactive as possible. They invite people from global corporations such as Google or VodafoneZiggo to provide you with a case or give you recent articles to study.'

Explore all MSc Business Administration tracks

Consumer Marketing is one of the tracks you can opt for in our Master's in Business Administration. Take a look at the other tracks.

Facts & Figures
Degree programme
MSc Business Administration
Regular study programme
60 ECTS, 12 months
Language of instruction
Starts in
February, September
CROHO code
Roeterseiland campus