Quantitative Marketing
Introduction
The Master’s specialisation in Quantitative Marketing is suited for motivated students with an interest in studying Marketing from an econometric point of view. Given the quantitative nature of this programme, students need to have a strong interest in, and prior knowledge of, mathematics, statistics and econometrics.
Marketing Research has become an important component of every-day business for many companies. Strategic decisions, which need quantitative support, are found in many fields, for example, in the development and marketing of new products and technologies, and for understanding and obtaining knowledge about markets and customers. Due to increased data availability, it has now become possible to provide adequate quantitative support to decision makers. Providing such support, however, is not straightforward.
The complexity of the problems calls for marketing researchers with a strong quantitative background and knowledge of marketing. The need for marketing researchers with excellent quantitative skills is considerable and will continue to grow in the near future. The aim of this Master’s specialisation is to provide high-quality training to enable students to pursue successful careers in marketing or science. After finishing the Master’s programme, students are able to perform quantitative marketing research on their own. They are able to develop (new) statistical models for practical problems, apply appropriate statistical techniques and present the results.
Facts
Below you see an overview of the key facts of the Master's specialisation in Quantitative Marketing:
Start | September 2012 |
Duration | Full-Time (1 year) |
ECTS | 60 |
Language | English |
Programme Coordinator | Dr. D. Fok |
Title | MSc |
Study Association |
Curriculum
Below you see an overview of the curriculum of the Master's specialisation in Quantitative Marketing:
Courses | Student Workload |
Applied Microeconometrics | 4 ECTS credits |
Bayesian Econometrics | 4 ECTS credits |
Datamining and Knowledge Discovery | 4 ECTS credits |
Forecasting in Marketing | 4 ECTS credits |
Marketing Case Studies | 12 ECTS credits |
Multivariate Statistics | 4 ECTS credits |
Two courses to be chosen from: | 8 ECTS credits |
Master's Thesis Proposal E&MS | 4 ECTS credits |
Master's Thesis Econometrics & Management Science | 16 ECTS credits |
Programme | 60 ECTS credits |
Application and Admission
The application and admission procedure differs for Dutch university students, HBO students and international students. Please click on this link and then choose to which group you belong and you will be directed to the correct application and admission procedure.
Career prospects
Students who have completed the Master’s specialisation in Quantitative Marketing have excellent job prospects. More and more decisions in marketing require quantitative support. The increase in the availability of data in marketing practice enables us to provide this quantitative support. Hence, there is a need for students with strong quantitative backgrounds in marketing.
The Econometric Institute provides students with the necessary skills to be successful in business. In the short term, students may become marketing researchers or database analysts at companies such as ACNielsen, GfK, KPN and Unilever but also at banks and insurance companies. In the longer term, many of these students will end up as marketing research managers in similar types of companies. Outstanding students choose to pursue a PhD degree and become successful researchers in academia.
