Skip to ContentSkip to Navigation
Education Master's and PhD degree programmes MSc Marketing - Marketing Analytics and Data Science
Header image MSc Marketing - Marketing Analytics and Data Science

MSc Marketing - Marketing Analytics and Data Science

Study marketing analytics and data science in Groningen and be trained thoroughly on methods to process and analyze big datasets to track marketing performance and generate customer insights.

In the Marketing Analytics and Data Science (MADS) track, part of the MSc Marketing, you will become an expert on marketing analytics and get a thorough understanding of the impact of digitalization on marketing. You will learn how to use advanced statistical techniques in a responsible way to analyze data, both structured and unstructured. You learn how consumers, firms, and society can benefit from data science, but we also discuss the ethical considerations of working with large amounts of data.

There is room for personal choices too, for example, you can choose electives on topics like digital marketing intelligence, supply chain analytics, and econometric models. Also, we want you to gain hands-on experience, which is why you will be working on an assignment using the latest Google Analytics 4. The programme offers you the potential to explore business ethics, the sustainability of supply chains, and the role of marketing in Corporate Social Responsibility (CSR).

In the Master’s programme in Groningen, you will attend research-driven and fact-based courses about the most recent developments in the area of marketing analytics. To combine the best business practices with academic insights, we use lectures, hands-on tutorials (and assignments), and invite practitioners to give guest lectures.

Facts & Figures
Degree
MSc in Marketing
Course type
Master
Duration
12 months (60 ECTS)
Croho code
60048
Language of instruction
English
Start
February, September
Faculty
Economics and Business
Why study this programme in Groningen?
  • We take a unique approach in Groningen in that we cover both data engineering and data science aspects in our programme. We teach you how to effectively collect data because this sets a solid foundation for data processing and analysis. Gaining competencies in both data collection and data processing will allow you to succeed in the data-driven marketing landscape. What's more, we emphasize the ethical aspect when handling data to prepare you for a future career as a responsible marketer.
  • Focus on services instead of goods, and on how humans interact with technology, in the Managing Customer Experience course – a unique feature of this programme.
  • Take a Double Degree programme and earn two Master's degrees in just two years by studying in Groningen and at a top university abroad - Münster University in Germany or Oslo Business School in Norway.
  • Develop analytical and critical thinking skills by working on research assignments using big data from companies. This is another aspect of the programme that is unique in the Netherlands.
  • The programme has a very active community, MARUG, which is run by students for students. With over 1400 members, there is an activity for everyone from socials to get to know your classmates to career activities where you can meet your future employer.
  • Our graduates have found jobs as business intelligence specialists, data analysts, data consultants, data scientists, marketing automation consultants, and many more. Interested to find out more? Join the LinkedIn community!
  • The programme has been internationally accredited by the AACSB and EQUIS, ensuring a high-quality education, which only 1% of universities reach worldwide.
Programme

On top of the mandatory courses, you can design your programme by choosing different courses. If you are interested in learning about the strategic and tactical decisions retailers make, improving the customer journey or calculating the customer lifetime value, and how B2B marketing is different, you can choose courses from group A. On the other hand, in group B, you can go deeper into the implementation and use of market and individual customer-level models, A/B testing, and social network analysis.

Semesters
CoursesCourse Catalog >1a1b2a2b
Companies, Brands, and Consumers (5 EC)
Data Engineering for MADS (5 EC)
Statistical Learning in Marketing (5 EC)
Elective (5 EC)

A few exampels are: Business Ethics; Econometric Methods; Business Research and Consulting; Supply Chain Optimization; Business Research and Consulting; Strategic Supply Chain Management. The full list of electives can be found on Ocasys.

Data Science Methods for MADS (5 EC)
Market Models (5 EC, optional)
Retail Marketing: Strategy and Analytics (5 EC, optional)
Digital Marketing Intelligence (5 EC, optional)
Managing Customer Experience and Value (5 EC, optional)
Master's Thesis (20 EC)
B2B Marketing (5 EC, optional)
Customer Models (5 EC, optional)
Programme options
Digitalization and Artificial Intelligence Focus Area (specialization)

Focus on the digital transformation within our society and understand how to successfully implement digital transformation in business. A successful digital transition allows businesses to conquer markets, witness industries converging, and step into the realm of winner-takes-all dynamics, like dominating tech-giants like Google and Facebook.

More information about this option

Master Internship (specialization)

Opportunity to gain work experience by doing an internship in the second semester of your study.

You will be rewarded 15 ECTS on top of your programme. Your thesis will be postponed to the third semester.

More information about this option

Double Degree Master Marketing and Information Systems (Münster) (specialization)

Does transforming large datasets into valuable marketing programs sound interesting to you? Then this double degree programme is for you!

The School of Business and Economics at the University of Münster and the Faculty of Economics and Business at the University of Groningen have joined forces to set up a high quality, two-year double degree Master’s programme in Marketing and Information Systems.In Groningen, you will be educated thoroughly on methods that allow them to analyze and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.In Münster, the programme focuses on information systems. You will learn how marketing programs can be designed to create value for both customers and firms. You will write a Master’s thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Münster.

More information about this option

Double Degree Master Strategic Marketing Intelligence (Oslo) (specialization)

Would you like to learn how to deliver value to customers and build sustainable relationships? Then this double degree programme is for you!

The double degree programme combines the expertise in Marketing Analytics and Data Science (MADS) from Groningen with the expertise in Strategic Marketing from the BI Norwegian Business school in Oslo.In Groningen, you will study thoroughly methods that allow you to analyze and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the Marketing Analytics and Data Science profile are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Oslo is based on three central topics: marketing theory, statistical methods and the financial implications of marketing investments. You will learn how to oversee the market research that provides the knowledge to guide your decisions on a wide range of issues, ranging from which markets to target and which new products to develop, to what price will optimize sales and what communication themes and channels will best build brand value.You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science profile and an MSc in Strategic Marketing Management.

More information about this option

Double Degree Master Marketing and Finance (Münster) (specialization)

Would you like to expand and deepen your knowledge in the field of Marketing Analytics and Data Science and Management, combined with a minor in Finance? Then this double degree programme is for you!

In Groningen, you will be educated thoroughly on methods that allow them to analyze and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the Marketing Analytics and Data Science (MADS) profile (formerly known as Marketing Intelligence) are used as a basis for making research-based strategic and tactical marketing decisions.The second part in Münster is founded on two pillars: value-based marketing and finance. You learn how to design marketing programmes that create value for both customers and the firm and how to measure the financial implications of marketing strategies.For all students in this programme, a Master's thesis (20 ECTS) is written in Groningen and a research paper (10 ECTS) is written in Münster. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) and an MSc in Strategic Marketing Management.

More information about this option

Study abroad

  • Study abroad is optional
Entry requirements

Transfer options

Transferring from...

Study programmeOrganizationTransition
Business AdministrationUniversity of GroningenNo additional requirements
Econometrics and Operations ResearchUniversity of GroningenNo additional requirements
Economics and Business EconomicsUniversity of GroningenNo additional requirements
International BusinessUniversity of GroningenNo additional requirements
Industrial Engineering and ManagementUniversity of GroningenNo additional requirements
Psychology (NL)University of Groningen

Via a pre-master with a maximum of 20 EC

More information:

In addition to your BSc programme, you need a customised entry package of 20 EC. For more information, visit https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing

SociologyUniversity of Groningen

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Communication and Information StudiesUniversity of Groningen

Via a pre-master with a maximum of 25 EC

More information:

In addition to your BSc programme, you need a customised entry package of 25 EC. For more information, visit https://www.rug.nl/feb/education/study-programmes/pre-msc/customized-entry-packages/msc-marketing

Study programmeOrganizationTransition
Econometrics and Operations ResearchErasmus University RotterdamNo additional requirements
Economics and Business EconomicsErasmus University RotterdamNo additional requirements
Fiscale EconomieErasmus University Rotterdam

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

International Business AdministrationErasmus University RotterdamNo additional requirements
Business AdministrationErasmus University RotterdamNo additional requirements
Study programmeOrganizationTransition
Business AnalyticsMaastricht UniversityNo additional requirements
Business EngineeringMaastricht UniversityNo additional requirements
Econometrics and Operations ResearchMaastricht UniversityNo additional requirements
Economics and Business EconomicsMaastricht UniversityNo additional requirements
Fiscale EconomieMaastricht University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Global StudiesMaastricht University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

International BusinessMaastricht UniversityNo additional requirements
Study programmeOrganizationTransition
AccountancyNyenrode New Business School

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Business AdministrationNyenrode New Business SchoolNo additional requirements
Study programmeOrganizationTransition
Business AdministrationRadboud University NijmegenNo additional requirements
Economics and Business EconomicsRadboud University NijmegenNo additional requirements
Study programmeOrganizationTransition
Fiscale EconomieTilburg University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Econometrics and Operations ResearchTilburg UniversityNo additional requirements
Entrepreneurship and Business InnovationTilburg University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

EconomicsTilburg University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

International Business AdministrationTilburg UniversityNo additional requirements
Study programmeOrganizationTransition
Actuarial ScienceUniversity of Amsterdam

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Business AnalyticsUniversity of AmsterdamNo additional requirements
Econometrics and Data ScienceUniversity of AmsterdamNo additional requirements
Business AdministrationUniversity of AmsterdamNo additional requirements
Economics and Business EconomicsUniversity of AmsterdamNo additional requirements
Fiscale EconomieUniversity of Amsterdam

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Study programmeOrganizationTransition
International Business AdministrationUniversity of TwenteNo additional requirements
Study programmeOrganizationTransition
Economics and Business EconomicsUtrecht UniversityNo additional requirements
Study programmeOrganizationTransition
Management and Consumer StudiesWageningen UniversityNo additional requirements
Economics and GovernanceWageningen University

Via a pre-master with a maximum of 45 EC

More information:

You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Study programmeOrganizationTransition
Business AdministrationVU University AmsterdamNo additional requirements
International Business AdministrationVU University AmsterdamNo additional requirements
Economics and Business EconomicsVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Econometrics and Operations ResearchVU University AmsterdamNo additional requirements
Business AnalyticsVU University AmsterdamNo additional requirements
Study programmeOrganizationTransition
Public Administration ScienceLeiden University

Via a pre-master with a maximum of 45 EC

More information:

For students following the profile Economics, Public Administration and Management: You need to first complete the 45 EC (or less) Pre-Master's programme. For information about the Pre-MSc application and entry requirements, please check https://www.rug.nl/feb/premaster.

Computer ScienceLeiden University

No additional requirements

More information:

For profile Computer Science & Economics.

Admission requirements

Specific requirementsMore information
previous education

To be eligible for admission to this Master, you need to hold an academic Bachelor's or Master's degree from a research university in one of the following - or closely related - fields: Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business.

To assess whether your educational/academic background meets the specific programme requirements, we will consider the level and curriculum of your previous studies. For more information, please visit: https://www.rug.nl/feb/apply-msc

Not meeting the pre-education requirements for direct entry? Please read more about our Pre-Master programmes: https://www.rug.nl/feb/premaster

other admission requirements

The information about entry requirements is an indication of your admissibility. Every application will be reviewed individually by the Admissions board so the admission decision may differ from the indication in this table.

Registration procedure

Students with a Dutch diploma can apply directly to Studielink. In Studielink, please register for the specific track (Marketing Management or Marketing Analytics and Data Science). If you are a current FEB student and you want to re-enrol, please contact transfer.feb@rug.nl.

More information on the steps to apply .

Application deadlines

Type of studentDeadlineStart course
Dutch students01 May 202501 September 2025
15 October 202501 February 2026
EU/EEA students01 May 202501 September 2025
15 October 202501 February 2026
non-EU/EEA students01 May 202501 September 2025
15 October 202501 February 2026

Admission requirements

Specific requirementsMore information
previous education

To be eligible for admission to this Master, you need to hold an academic Bachelor's or Master's degree from a research university in one of the following - or closely related - fields: Business Economics, Business Administration, Econometrics and Operations Research, Economics and Business Economics, International Business, Technology Management.

To assess whether your educational/academic background meets the specific programme requirements, we will consider the level and curriculum of your previous studies. For more information, please visit: https://www.rug.nl/feb/apply-msc. If you have any questions concerning admission to this programme, please contact our Admissions Office: https://www.rug.nl/admissions.

certified competences

A GMAT/GRE test is required from all candidates who obtained their bachelor's degree from a university in a non-EU/EEA country. For specific scores and exemptions, please see https://www.rug.nl/feb/gmat-gre.

language test

IELTS Academic overall score 6.5 (Speaking 6, Writing 6.5); TOEFL internet-based overall score 90 (Speaking 20, Writing 24); Cambridge C1 Advanced or C2 Proficiency (overall score 176, Speaking 169, Writing 176).

other admission requirements

Important: The MSc Marketing is a selective programme. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. Read more about the application deadlines and entry requirements.

Registration procedure

Students have to apply via Studielink and the Progress Portal (replacing the previous system, Online Application System OAS) of the University of Groningen. In Studielink, please register for the specific track (Marketing Management or Marketing Analytics and Data Science). After you apply for the programme of your choice, the Admissions Office will evaluate your educational background and assess your eligibility. Your application will be assessed on an individual basis. More information on how to apply.

Important: The MSc Marketing is a selective programme. All applicants need to meet the GPA requirement based on their education background and write a motivation letter. Read more about the application deadlines and entry requirements.

Application deadlines

Type of studentDeadlineStart course
Dutch students01 May 202501 September 2025
15 October 202501 February 2026
EU/EEA students01 May 202501 September 2025
15 October 202501 February 2026
non-EU/EEA students01 May 202501 September 2025
15 October 202501 February 2026
Tuition fees
NationalityYearFeeProgramme form
EU/EEA2024-2025€ 2530full-time
non-EU/EEA2024-2025€ 20800full-time

Practical information for:

After your studies

Job prospects

Career prospects for graduates with a Master's degree in Marketing Analytics and Data Science are bright. The academic theory and practical tools that you will have acquired are highly valued in the labour market and will give you access to exciting job opportunities.

You will be able to take up positions such as data analyst at a research or consultancy company, business intelligence specialist, marketing automation consultant, or database marketeer. You will be responsible for bridging the gap between data and marketing strategies. Our alumni help marketing teams make data-driven decisions, optimize campaigns, enhance customer experiences, and ultimately achieve better results in terms of customer engagement and revenue generation.

You also become a researcher at a university by doing a Research Master's and/or a PhD programme. Recent graduates have successfully transitioned into data science roles outside of the marketing field. This proves that our programme equips students with the skills and knowledge to become proficient data scientists across various domains. Our recent graduates have started working at companies such as KPMG, Lynk &Co, AdResults, ING, ABN AMRO, Jumbo, Microsoft, Capgemini, Bol.com, and McKinsey & Company.

Job examples

  • Data and analytics consultant
  • Business intelligence developer
  • Marketing researcher
  • Researcher at a university (Research Master & PhD programmes)
  • Data scientist
  • Marketing strategy consultant
  • Data analyst
  • Business analyst
  • Client technology lead
  • Marketing data advisor
Research

Linking education to research and career preparation

Our research-driven education is strongly rooted in business practice and society. At the heart of our teaching approach is (interdisciplinary) research and in collaboration with external partners, students, and professors conduct projects on societally relevant topics such as healthy society, digitalization and how AI is shaping business and societies, sustainability, climate change and how to tackle the shift to renewable energy. From day one of your degree, we are about making a real impact.

The Customer Insights Center of the University of Groningen (RUGCIC) connects scientific research and practice and brings together the marketing knowledge and expertise of students, researchers, and businesses

You can also read more about our Marketing research institute that focuses on. three main disciplines in the field of marketing: strategy, modeling, and consumer behaviour.

The perfect preparation for my current work (Lu Xue)

A lovely conversation with a group of Dutch students in China inspired me to study in the Netherlands. Groningen quickly became my home. I got to know a very different lifestyle, learned to become independent, and most importantly made friends for life from all over the world. I wanted to do something with marketing and data, the study was a perfect fit and the perfect preparation for my current work. The good amount of teamwork alongside the great support from the teachers helped me to prepare for the work I am doing today. The combination of my studies and my job at the University of Groningen helped me to discover the passion I get to follow today. I now have my dream job in Amsterdam where I work as a Marketing Analytics Consultant.

Read more

Related Master's programmes

Are you interested in marketing communications, branding and customer management? Find out more about the Marketing Management track.

Read more
Watch this video

Marketing Community

Join the Marketing community on LinkedIn !

Read more

Study associations

Marug

The Marketing Association of the University of Groningen (MARUG) is the inter-departmental study association for students who are interested in marketing.
The MARUG acts as an intermediary between marketing theory and marketing practice and organises several career events and social activities during the year, such as a monthly social. At this moment, the MARUG has more than 1500 members from different fields of knowledge.
https://www.marug.nl/

EBF

The Economics and Business Faculty association (EBF) is the faculty association for all students studying at the faculty of Economics and Business of the University of Groningen.
The EBF is your partner during your time in Groningen by organising events that support you with your studies and help you prepare for your future career.
https://www.ebfgroningen.nl/
Read more