Marketing Management

Marketing Management at Hanze University of Applied Sciences offers a comprehensive and practical undergraduate education designed to prepare students for successful careers in the dynamic field of marketing. This programme combines theoretical knowledge with hands-on experience, enabling students to develop a deep understanding of marketing principles, consumer behavior, digital marketing strategies, and business management. Throughout the course, students learn how to analyse markets, develop marketing plans, and implement innovative campaigns across various channels. The curriculum emphasizes the importance of sustainability, ethical marketing practices, and cultural sensitivity in a globalized world. Students also have the opportunity to engage in real-world projects, internships, and collaborations with industry partners, which enhances their professional skills and employability. The programme fosters critical thinking, creativity, and strategic decision-making, preparing graduates to adapt to the rapidly evolving marketing landscape. With a strong focus on digital tools and analytics, students are equipped to leverage data-driven techniques for optimal marketing performance. The programme is delivered by experienced faculty members who are active in the field, ensuring that students receive up-to-date insights and a relevant education. Graduates of the Marketing Management programme at Hanze University are well-prepared to pursue careers in marketing management, brand development, digital marketing, market research, and consultancy. They are equipped with the competencies needed to succeed in various international and local business contexts, making them valuable assets to any organization looking to thrive in a competitive environment.

The four year bachelor’s programme in Marketing Management is taught in English. Each year consists of two semesters and each semester is divided into two blocks. Marketing professionals function on different levels. The study programme focuses on the following three levels of management: operational, tactical and strategic. It teaches you how to become a successful manager in areas such as marketing and sales, business development, branding and marketing communications.

First year

The first year focuses on the operational level of management. It gives you an introduction to the fields of marketing and organisational theory. Subjects will include economics, marketing and corporate communication. All subjects are linked to practical marketing cases. 

Second foreign language 

To deepen your cultural awareness and broaden your horizons you will learn an additional foreign language, such as Spanish, Mandarin (the official language of China) or Dutch. 

After the first year

In the second year you will learn how to focus on approaching the market from a tactical perspective. You will learn about customer behavior and how to translate that information into a practical product or service. Research enables you to discover how to approach customers, who exactly your customers are, what price you should charge for your product and how you should inform potential customers offline as well as online.

Your work placement will also take place during this year. The experience gained during your work placement is the starting point for the strategic marketing level issues of the third year. You will acquire more in-depth knowledge about marketing planning, sales and customer relations as part of an organization’s overall marketing policy. During the first semester of your fourth and final year you will be given the opportunity to do a minor of your own choice. This enables you to learn more about anything that might interest you and will allow you to broaden your horizons. In your final semester, you will complete a graduation project in which you will take on the role of a consultant for a company. You will be required to study a marketing-related problem, write a final report and present or defend your findings in an oral presentation.

To be admitted to this programme you will need a national  secondary school diploma or an international secondary school diploma. Your educational qualifications must be equivalent to the Dutch HAVO secondary school diploma. As the programme is taught in English, you may have to prove your English language proficiency, depending on your educational background and nationality.

Tuition Fees 2018-2019

• EU/EEA students: € 2,060 
• Non-EU/EEA students: € 7,700 

Career prospects

Upon graduation you will be ready to enter both the international and national labour market. You will be able to work in a wide variety of commercial positions. The jobs that you will have been educated for have one thing in common: the challenges in the present-day and near- future marketing industry. Here are some examples of career options, positions and possibilities: commercial manager, marketing manager, business development manager, sales manager and account manager. Graduates will also be able to continue their studies, by doing a Master of Science in Economics (MSc) or a Master of Business Administration (MBA, for example. These master’s programmes are offered at educational institutions all over the world. In the city of Groningen there are also many good options regarding master’s programmes.The University of Groningen, Hanze University of Applied Sciences, Groningen and our foreign partner universities
also offer many marketing and business related master’s programmes.