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Amsterdam Business School Amsterdam Business School
Master
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Consumer Marketing (Business Administration)

The study programme

Studying Consumer Marketing helps you explore how consumer understanding can be translated into marketing strategies that truly create customer value. In that sense, our approach to marketing focuses more strongly on strategy and analysis rather than execution and implementation as such. Emphasis in the curriculum will be on consumer behaviour, consumer psychology, and consumer research as fundamental components driving marketing decisions.

The programme

Consumer Marketing is one of the specialisation tracks of the Master's Business Administration. During your Master's you will follow 5 general courses and 3 track-specific courses. You will finish with a thesis. If you have a fundamental drive to challenge the corporate environment, you can participate in one of our Honours programmes.

COURSES SEM 1 SEM 2 SEMESTER 1 SEMESTER 2 EC
  • Ethics and the Future of Business
    4

    The purpose of this course is to explore the trends, core concepts, theories, and approaches of business ethics and corporate sustainability. The course is divided into a general part and a track-specific part.

  • Theories of marketing
    6

    Focuses on the key and emerging theories that shape marketing management and marketing thought today. Core themes are the historical development of marketing thought, marketing strategy and consumer behaviour as the fundamental disciplines that marketing is built on, and the impact of current trends and digitisation on the function of marketing.

  • Business Seminar and Managerial Skills
    2
  • Consumer Behaviour
    6

    Provides insight into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for businesses. Core themes are the roots of consumer behaviour in consumer psychology, the role of environmental factors (social, media, technological), and contemporary developments, such as the impact of ethics innovations on consumer perceptions and behaviour.

  • Consumer Research in Marketing
    6

    Emphasises the relevance of research to generate consumer insights, explain consumer behaviour, and develop better marketing strategies. Core themes are fundamental consumer research methods, trends and developments in consumer research (e.g. neuromarketing), and the ways in which results and insights can be used to improve marketing decision-making.

  • Research Foundations & Thesis Proposal Consumer Marketing
    6

    This course is meant to support you in writing you research proposal for you Master's thesis. During the course, you will learn how to change a general topic into a specific research proposal.

  • Business Seminar and Professional Skills 1 & 2
    2

    To prepare you for your professional career, this course is a combination of a series of corporate guest lecturers in Royal Theatre Carré and an offering of professional skills training e.g. Presentation Skills, Programming with Python and more.

  • Restricted-choice electives: Methods-Workshops
    2
  • Restricted-choice electives: Analysis-Workshop
    2
  • Restricted-choice electives: Business Lab Electives
    12

    In The Business Lab, you can choose from a wide selection of electives we call business labs. Each one is connected to a corporate partner. You will be challenged to solve real-world business issues, working in international teams and presenting your solution to the company.

  • Master's Thesis Consumer Marketing
    12
  • Restricted-choice electives: Professional Skills
    —
Compulsory course
Elective
Specialisation
Send me the clickable course schedule + programme summary Check more detailed information about the specific courses in the course catalogue

Honours programmes

Highly motivated students can participate in the Master's Business Administration Honours programmes Sustainability or Data Driven Management. These challenging programmes are a great chance to stand out for future employers.

The programme has definitely met my expectations. Besides learning a lot at UvA, it's a huge advantage to study in the heart of Amsterdam. Paloma Bunck - track Consumer Marketing Read about Paloma's experiences with this Master's
Experience the programme
I like to discuss the impact of marketing on society with my students Willemijn van Dolen, Professor of Marketing Read the interview
Real-life case: redesign the Lipton tea experience

Unilever’s tea brand Lipton appeals to the millennial target audience with its Liptonice iced tea, but faces tough competition. Especially coffee seems to have the edge over hot tea, being perceived as trendier and more fashionable, with a strong social and out-of-home/to-go component. It is your task to make the tea experience as cool and modern as coffee amongst millennials.

Frequently asked questions