The Marketing specialisation within the MSc Economics and Business offers a focused and forward-thinking curriculum that prepares you to lead in today’s data-driven and customer-centric marketing landscape. The programme is structured across five blocks of eight weeks and includes core courses, electives, seminars, and a master’s thesis. You will explore three key areas—marketing strategy, customer experience & innovation, and customer insights—through interactive seminars that connect theory with practice. Active student participation is central: you will be expected to present, ask questions, express doubts, and contribute ideas in class discussions.
Programme Structure
Block 1: Build Your Foundation
Begin with three core courses to build your foundation:
- Branding & Product Management
- Managing Omnichannel Experiences
- Customer Intelligence
Block 2: Continue Foundation and Tailor
You continue building your knowledge with:
- Marketing Analytics & Data Visualisation (core course)
- Marketing & Sales Alignment (elective)
- Digital Customer Engagement (elective)
You may choose one or two of the marketing electives. Note that if you choose only one marketing elective, you may select an additional course from the broader Economics and Business curriculum, including:
- Corporate Innovation and Venture Capital
- Economics of Negotiations
- Real Estate Economics
- Experimental Economics
- Advanced Empirical Methods
Block 3: Strategic Marketing Leadership Seminar
Apply theory to practice through the StratSim strategy simulation, case-based learning, and leadership development focused on decision-making and team management.
Block 4: Specialised Expertise Seminar
Deepen your expertise with advanced seminars featuring guest speakers, simulations, and collaborative projects. You can choose from:
- Global Marketing
- Sustainable Marketing
- Designing New Products and Experiences
- Customer-centric Value Creation
Blocks 3–5: Master Thesis
Conduct original research under faculty supervision, addressing real-world marketing challenges.
Curriculum Overview
- 1/3 Marketing Strategy
- 1/3 Customer Experience
- 1/3 Customer Insights
Distinctive features of the programme
- You are not a spectator, you are a participant.
Small seminar groups (maximum 24 students) ensure active involvement, peer interaction, and personaliszed attention. You will tackle strategy simulations, defend ideas in case analyses, and solve real business challenges brought by industry guest speakers. This hands-on approach sets us apart from programmes with large lecture formats. - Industry-aligned curriculum
Our courses are shaped by real job market demands. The core builds expertise in marketing strategy, customer experience and innovation, and customer insights, while electives allow you to tailor your learning to your interests. - Fact-based decision making
Benefit from Erasmus School of Economics’ legacy of academic excellence, home to Nobel laureates such as Jan Tinbergen and Guido Imbens. You will learn to make informed marketing decisions using solid economic theory, data, and analytical tools.
Study Schedule
Find all the courses in the Course catalogue
Disclaimer
This overview provides a general impression of the 2026-2027 curriculum. It is not the current study schedule. Enrolled students can find the most up-to-date version on MyEUR. Please note that minor changes may occur in future academic years.