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Business Administration (MSc)

Consumer Marketing track

In the Consumer Marketing track, you gain an in-depth understanding of consumer characteristics, behaviours and motivations as inputs for effective marketing strategies. This track is one of 8 tracks you can opt for in our Master's in Business Administration.

Help organisations improve their marketing through better consumer insight

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?

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.

Theory and practice

Any organisation interacts with clients and consumers on a daily basis to create and capture customer value. Therefore, we explore the links between academic concepts and the real-life business environment throughout the track. Business partners like L’Oréal, Unilever and Friesland Campina offer guest lectures and business cases, which you will tackle with your fellow students.

Track-specific courses

  • Theories of Marketing

    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.

  • Consumer Behaviour

    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

    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.

Real-life case: redesign the Lipton tea experience

MSc Business Administration, Consumer marketing track

Unilever’s tea brand Lipton appeals to the millennial target audience with its Liptonice iced tea, but faces tough competition for the Lipton hot tea variants.

Especially coffee seems to have the edge over hot tea amongst millennial consumers, 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, and have the Lipton brand benefit from this. More specifically, the core challenges are:

  • Consumer insight: what are the core insights you can uncover for coffee vs tea? How are consumer motivations and practices different for these categories? What are potential barriers to consumers experiencing tea in a similar manner as coffee?
  • Positioning: how do you turn those insights into a positioning strategy that communicates the tea experience as a more central part of consumers’ lives? And how can you increase consumers’ willingness to share experiences online (e.g. via social media)?
  • Branding: how can you link your communication plan to the core positioning of the Lipton brand in a way that enables Lipton to benefit more strongly than any of its competitors in the hot tea category?

Up-to-date issues

Examples of current and relevant consumer marketing issues that could be discussed in class:

  • Why do some consumers prefer prominent luxury brand logos on clothing (e.g. Gucci, Ralph Lauren), whereas others want branding to be more ‘discreet’?
  • How can online retailers like Zalando stimulate/‘condition’ consumers to send fewer clothing items back to the store?
  • Why do consumers spend effort, time and money in brand communities (e.g. Harley Owners Group, Lego Club etc.) to interact with the brands they love?
  • How can insights generated via neuromarketing help consumer packaged goods companies like PepsiCo develop optimal product designs and packaging?
  • Why do consumers add less attractive products to their orders at stores like with the specific goal to receive free shipping?

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

Consumer Marketing and 7 other tracks 

Consumer Marketing is one of 8 tracks you can opt for in our MSc Business Administration. If you are more interested in another field of international business, read the info on one or more of the other tracks: