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Business Administration (MSc): Marketing in the digital age (track)

Business Administration (MSc): Marketing in the digital age (track)

The MSc in Business Administration aims to be the gateway for ambitious students with an entrepreneurial, global mind-set to an international career in business. You will gain a deep understanding of management in one of the seven tracks you can choose from. You will be challenged to solve real-life cases presented by our corporate partners.

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How to apply

Read more about the other six specialisation tracks offered in the MSc Business Administration programme.

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Get a clear overview of the programme in our brochure. Receive the brochure now (more than 290 downloaded per month).


The Marketing in the digital age track is one of seven possible tracks in the Business Administration Master’s programme. The core premise of the track to explore the creation and capturing of customer value in a rapidly changing marketing environment. Within the Marketing track you can further choose between two different specialisations: Digital Marketing and Marketing Management. Both specializations within the Marketing track will provide you with a solid grounding in the science and models of contemporary marketing thought and management, empowering you to make relevant and effective (strategic and tactical) marketing decisions. 

Digital Marketing

The specialisation Digital Marketing emphasizes the increased digitization of the marketing environment, such as multichannel marketing, social media, online customer journeys and marketing analytics. It prepares you for a career with a specific focus on digital marketing and analytics, for instance with an online retailer, as a social media specialist, online customer experience manager or market /Big Data analyst.

Marketing Management

The specialisation Marketing Management covers the marketing processes and management, emphasizing topics like marketing analysis, strategy development, consumer behavior, and brand management. It prepares you for today’s challenges in a marketing management role, for instance as a product or brand manager, a PR manager, or a marketing consultant. Consequently, Digital Marketing predominantly focusses on the digital aspects of marketing, whereas the Marketing Management specialization balances online and offline content.

  • You can customise the programme even further by choosing from a selection of more than 20 elective courses;
  • Prepare for your career with real-world case studies and top-level guest lectures;
  • Benefit from a strong research focus, qualified, international staff and fellow students from all over the world.

One Master's programme, seven tracks

The Master's in Business Administration allows you to choose a top-level academic specialisation track in one of seven disciplines. Learn more about the tracks on the MSc Business Administration general page.

In addition to a preferred track, you may choose from a wide range of elective courses, like Branding, Leadership, Management Consulting or Sustainability. This gives you the opportunity to tailor the programme precisely to your own personal preferences and skills. More information can be found in the Course Catalogue.

Example from the classroom

Do people make or break a company? How can work be organised so that people can make a strategic contribution? What do people want from work? How do leaders inspire followers to greatness? These are the kinds of questions you will address in the L&M track. Based on insights drawn from cutting-edge research, you will learn how to diagnose key leadership and management problems and understand the implications of interventions to solve such problems, in terms of both organisational rformance and the well-being of individuals and teams.

Career Preparation

You will kick off your studies with ‘UvA in Carré’, a series of inspirational seminars featuring prominent speakers from leading companies such as Ahold Delhaize, Unilever, Vodafone Ziggo, Google and l'Oréal.


After successful completion of this programme, you will receive an officially accredited Master’s degree in Business Administration and the title Master of Science (MSc).

Rankings and reputation

The Amsterdam Business School (ABS) at the University of Amsterdam (UvA) has an excellent reputation, with an international focus and many highly reputable researchers and lecturers. Read more about our rankings and reputation.

Read more: Study programme

Business Administration (MSc): Marketing in the digital age (track)
Degree programme MSc
Type Regular study programme
Mode Full-time
Credits 60 ECTS, 12 months
Language of instruction English
Starts in February, September
CROHO code 60644