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, 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 foundation with a core course Marketing Analytics & Data Visualization. Furthermore, you can tailor your learning with one or two marketing electives: Marketing & Sales Alignment, and/or Digital Customer Engagement. Note that if you choose only one marketing elective, you may select an additional course from the broader Economics and Business curriculum, including Economics of Negotiations, Real Estate Economics, Experimental Economics, or 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 like Global Marketing, Sustainable Marketing, Designing New Products and Experiences, or Customer Centricity, featuring guest speakers, simulations, and collaborative projects.
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
- Small-scale excellence
Seminars are taught in (multiple) groups of just 24 students, allowing for personalized attention, meaningful peer interaction, and unique assignments — setting us apart from programmes with only large groups. - Flexibility within focus
A strong core ensures mastery in marketing strategy, customer experience, and customer insights, while electives and seminars let you explore your individual interests. - Fact-based decision making
You will learn to interpret individual, household, and firm-level data using economic theory and analytical tools — equipping you to make informed marketing decisions.
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.