Marketing

Marketing at the University of Groningen offers students a comprehensive and dynamic education in one of the most crucial areas of business. This programme equips students with the theoretical knowledge and practical skills necessary to understand and influence consumer behavior, develop effective marketing strategies, and contribute to the success of organizations in various sectors. Throughout the programme, students explore core marketing disciplines such as market research, consumer psychology, digital marketing, branding, sales management, and strategic planning. The curriculum is designed to foster critical thinking, creativity, and analytical skills, enabling graduates to tackle real-world marketing challenges confidently.

Students will learn to interpret market data, identify target audiences, and craft compelling marketing messages across diverse channels, including social media, online advertising, and traditional media. The programme emphasizes the importance of a customer-centric approach and encourages innovative problem-solving methods that are vital in today’s rapidly evolving digital landscape. In addition to theoretical coursework, students participate in practical projects, internships, and collaboration with industry partners, providing valuable hands-on experience. This real-world exposure ensures graduates are well-prepared to enter the competitive job market, where they can pursue careers in marketing management, market research, brand management, digital marketing, and communication strategies.

The University of Groningen’s diverse and international learning environment fosters a global perspective on marketing practices, preparing students to work in multicultural teams and international contexts. The programme also emphasizes sustainability and ethical considerations in marketing, aligning with contemporary demands for responsible business practices. With experienced faculty members, state-of-the-art facilities, and strong connections to industry, students receive a well-rounded education that balances academic rigor with practical application. Graduates of this programme are equipped not only with marketing expertise but also with the strategic mindset necessary to drive innovation and create value for organizations worldwide.

The Bachelor’s degree in Marketing at the University of Groningen offers a comprehensive introduction to the fundamental principles and contemporary practices of marketing in today's dynamic business environment. Throughout this program, students will explore core marketing concepts such as market analysis, consumer behavior, brand management, digital marketing, and strategic planning. The curriculum is designed to develop both theoretical understanding and practical skills, preparing graduates to effectively analyze markets, develop innovative marketing strategies, and utilize digital tools for marketing communication.

Students will engage with a diverse range of courses, including marketing research, marketing communications, customer relationship management, international marketing, and marketing analytics. The program emphasizes experiential learning through case studies, group projects, and internships, enabling students to apply their knowledge in real-world scenarios. Additionally, there is a strong focus on understanding the impact of technological advancements and globalization on marketing practices, equipping students with the agility to adapt to rapidly changing markets.

The program also fosters critical thinking, creativity, and ethical awareness, encouraging students to consider societal and environmental impacts of marketing decisions. As part of their studies, students will have opportunities to collaborate with businesses and marketing agencies, gaining practical insights and industry connections that can facilitate their career development.

Graduates of the Marketing program at the University of Groningen are well-prepared for careers in advertising, brand management, digital marketing, market research, and sales. They will have developed a solid foundation in marketing principles, analytical skills, and strategic thinking, making them valuable assets in the global marketplace. The program is designed to provide a stimulating academic environment, supported by dedicated lecturers, modern facilities, and opportunities for international exchange, all aimed at preparing students for successful careers in marketing and related fields.

Admission requirements

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, and the grades that you have obtained. For more information, see: http://www.rug.nl/feb/education/admissions/int/2/abackground It is also possible to take a double degree programme in Groningen and Oslo. You can not apply for this double degree programme as such, but you first need to follow the MSc Marketing (with the speciasiation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation. If you have any questions concerning admission, please contact our Admissions Office: http://www.rug.nl/education/international-students/application-procedure/support/admissions-office

Other requirements

1. vooropleiding (ISPAC: vereiste vooropleiding) 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, and the grades that you have obtained. For more information, see: http://www.rug.nl/feb/education/admissions/int/2/abackground It is also possible to take a double degree programme in Groningen and Oslo. You can not apply for this double degree programme as such, but you first need to follow the MSc Marketing (with the speciasiation MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation. If you have any questions concerning admission, please contact our Admissions Office: http://www.rug.nl/education/international-students/application-procedure/support/admissions-office
2. erkende verworven competenties (EVC’s) GMAT/GRE; for specific scores (and exemptions), see http://www.rug.nl/feb/education/admissions/int/2/cother
3. cijferlijst A certified grade list(s) is considered in the evaluation.
4. taaltoets cijfer TOEFL internet based (IBT): 90, IELTS Academic: 6.5; for specific scores, see: http://www.rug.nl/feb/education/admissions/int/2/blanguage

Financing for the Bachelor’s in Marketing program at the University of Groningen is designed to support students through various pathways, including government funding, scholarships, grants, student loans, and personal savings. The university itself offers several internal scholarships for talented students, which are awarded on various criteria such as academic excellence, motivation, and financial need. These scholarships can significantly reduce the financial burden of tuition fees and living expenses.

In the Netherlands, students from the European Union (EU) or European Economic Area (EEA) typically benefit from government-funded study grants and student loan systems. The Dutch government provides students with access to the Studielink system, enabling them to apply for student finance, which includes a combination of grants and loans. The system allows students to borrow money to cover tuition fees as well as living costs, which are paid back after graduation depending on income levels.

International students outside the EU/EEA usually need to secure funding through personal resources, family support, or external scholarships. They are generally not eligible for Dutch government student finance but can explore funding opportunities from their home countries or private organizations. The university provides guidance and resources to help international students identify scholarship options, including scholarships based on merit and financial need.

The tuition fees for the Marketing program vary depending on the student’s nationality. For EU/EEA students, the fees are typically lower, aligned with the statutory fees set by the Dutch government. For non-EU/EEA students, the tuition fees are higher and can be paid in installments per academic year. Students are also expected to budget for living expenses, including accommodation, food, insurance, books, and personal costs, which are estimated to be around €10,000 to €15,000 annually.

The university also advises students to consider part-time work opportunities to supplement their income and gain practical experience. Many students work during their studies in part-time positions, which can help cover additional expenses. The university’s career services provide support in finding suitable part-time jobs and internships related to marketing and related fields.

In summary, students enrolled in the Bachelor’s in Marketing program at the University of Groningen can access a variety of financing options depending on their nationality, academic performance, and individual circumstances. The combination of internal scholarships, government funding for eligible students, external scholarships, and personal savings can effectively support students throughout their studies. Detailed financial planning and early application for available funding sources are recommended to ensure a smooth educational experience without financial stress.

The Bachelor's degree program in Marketing at the University of Groningen is designed to provide students with a comprehensive understanding of the fundamental principles of marketing, consumer behavior, and strategic management within the dynamic global marketplace. The programme offers a blend of theoretical knowledge and practical skills, enabling students to analyze and develop marketing strategies across various industries and contexts. Throughout the course, students explore core topics such as branding, digital marketing, market research, sales management, and innovation management, preparing them for a wide range of careers in marketing, sales, communication, and related fields.

The curriculum is structured to foster critical thinking, creativity, and analytical skills. Students engage in case studies, group projects, and internships, which facilitate the application of learned concepts to real-world situations. International perspective is a key aspect of the program, with opportunities for study exchanges and collaborations with companies and organizations worldwide, enhancing students' intercultural competencies. The program also emphasizes the importance of ethical considerations in marketing practices and sustainability, reflecting current trends and societal expectations.

Students enrolled in the Marketing program benefit from experienced faculty members who are actively involved in research and consulting, ensuring that the education remains relevant and up-to-date. The University of Groningen’s strong links with the business community provide various networking opportunities, guest lectures, and career support services to assist students in transitioning into the labor market. Upon graduation, students are well-equipped to pursue careers in marketing departments of multinational corporations, consultancy firms, startups, and non-profit organizations, or to continue their studies in master's programs related to marketing, business administration, or communication.

The programme is typically delivered in languages accessible to international students, primarily in English, to attract a diverse student body from around the world. The University of Groningen’s campus facilities, including modern classrooms, libraries, and dedicated career service centers, support a conducive learning environment. Overall, the Bachelor's in Marketing at the University of Groningen aims to develop well-rounded, innovative, and socially responsible marketing professionals prepared to meet the challenges of a rapidly evolving global economy.