Marketing
MSc Economics and Business

Study programme

The master’s specialisation in Marketing consists of core courses, seminars, electives and a Master's thesis distributed over five blocks of eight weeks.

Seminars are the most important component of the Master’s specialisation. For these intensive courses, active participation and strong commitment are a must. Lecturers will present insightful stories during classes and guest lecturers with a proven marketing track record are happy to share their experience with you.

You will be expected to present excerpts of literature or case applications, ask questions, express doubts, and share ideas in class discussions. This starts immediately in block 1 when you will follow three courses (4 credits each). The seminar in block 2 (12 credits) involves a marketing strategy simulation game to teach students about market research and its connection with marketing strategy decision-making.

In block 3 you can choose a seminar in order to specialise in a topic of your interest (e.g. marketing analytics or global marketing).

In block 4 students choose two electives (4 credits) taught by the Marketing Department and one other Economics and Business Master’s course (4 credits).

Erasmus Research & Business Support (ERBS) offers job market preparation sessions in block 5. Among other things, these sessions ensure that you have an accurate view of the labour market, knowledge of selection instruments that are used frequently by organisations to judge the qualities of candidates and insight into your own strengths and weaknesses. You will learn how to prepare for interviews and how to evaluate job offers and negotiate. The sessions provide a realistic view of the job market, thus giving students the tools to get hired for their perfect job.

You should already start thinking about your Master’s thesis in December and the last two blocks will be dedicated to this task, which is based on research you have conducted yourself under close supervision by a member of our academic staff.

Marketing in the 21st century has become a multi-disciplinary activity, frequently described as agile marketing. This means that the process from the development of new products and services to launching these in a particular market is no longer a sequential and time-consuming activity. It is now a joint effort of combined and cooperating groups in companies. This master programme is moulded accordingly and you can therefore expect frequent and serious work in group assignments, asking you to combine your group’s creativity and efforts to solve cases, compile and analyse data and formulate conclusions and recommendations on how to be successful in marketing.

The curriculum consists of:

  • 50% Marketing analytics
  • 50% Marketing strategy

In class

An example of a group assignment students will have to do during the Branding (Block 1) module: select, introduce and discuss 5 well-known national and/or international current FMCG (Fast Moving Consumer Goods) or industrial product/service brands that are successful; success meaning that consumers are aware of the brand, recognise the brand’s identity, appreciate the brand’s value and (frequently) buy it.

    • Block 1

      • The Take-Off is the introduction event for all new students of Erasmus School of Economics. During this interesting introduction event, you will be provided with useful practical information and receive an introduction to your studies, meet your fellow students and our School.

      • In this course, students will learn how to: (1) analyze marketing datasets obtained from expriments, questionnaires and secondary data sources, (2) select the appropriate statistical method for a given marketing research problem, and (3) interpret the output obtained from standard statistical software.

      • A brand is often considered to be the company’s most valuable asset, although the origin of this value resides in the mind of the consumer. This Branding course takes a strong consumer‐based view on branding, so we will discuss the foundation of branding in consumer behavior and consumer psychology. The course provides insight into how consumers perceive brands and the roles these brands play in their everyday lives. 

      • The following topics will be discussed:

        • Why do all professionals engage in "selling"?
        • What actually entails "selling" in a knowledge intensive economy?
        • What does it mean to be a "persuasive professional"?
        • How can you read the intentions of other people?
        • How can you become a better team player in a company?
    • Block 2

      • In this seminar we discuss the important role of strategic marketing and its impact on the long term value of a firm.

    • Block 3

      • Students choose one seminar from the seminars listed below.

    • Block 4

      • The electives represent a choice of supplementary but fascinating academic views from the specialisation that you have chosen.

        Students choose two of the courses listed below, or one of the listed courses and one other Economics and Business master’s course, such as Experimental Economics.

    • Block 4 - 5

      • The thesis is the crown on your Master’s degree programme.

        While you have to start in early December, the last two blocks of the programme are especially devoted to the Master’s thesis. The thesis is written individually under close supervision by one of our academic staff members.

    • Block 3

      • This course analyzes how best to support individual consumers across different channel functions, and how to find ways to activate consumers to become value creators in their own right. 

      • In modern markets, much of a firm’s growth depends on its ability to develop and market new products. In this course, we start with discussing value creation, the market dynamics of innovations, and industry evolution through innovation.
        We build on your general knowledge in the marketing area and let you apply it via the extensive discussion of case studies and through other (case-based) assignments.

      • The objective of this course is to show you the benefits of using a systematic and analytical approach to marketing decision-making, and to build your skills and confidence in undertaking such analyses and decision making. 

      • The course examines specific issues involved in developing and executing marketing strategies on an international (pan-regional or global) scale as opposed to a domestic scale. The course is intended to provide a thorough understanding of global marketing strategies, including (i) pitfalls and challenges of entering other countries, (ii) ways to design effective global marketing strategies, (iii) key issues in the implementation of global marketing strategies.

    • Block 4

      • The emergence of internet has drastically changed various aspects of a firm's operations. Some traditional marketing strategies are now outdated or deeply transformed, and firms increasingly rely on new media to acquire customers. In light of this, in this course we will discuss the following topics:

        • Data-driven marketing
        • Prediction models put into practice
        • Techniques for tracking consumer behavior
        • Mobile analytics
        • Search Engine Optimisation (SEO)
        • Search Engine Advertising (SEA)
        • Google Analytics
      • Many healthcare organizations are undergoing tremendous challenges at a fast pace. Main reasons are an increasing number of older people and people getting older (the ‘Grey market’), tightened budgets, and consumer empowerment. Effective marketing strategy is essential for any profit and nonprofit organization to stay competitive across all industries, including the healthcare industry with its many players. Some of the key producers and providers of goods and services of the healthcare industry are for instance the pharmaceutical and biotechnology firms, nursing / elderly homes and hospitals. The pharmaceutical industry will be one the players addressed in more detail during the course.
        The main goal of this course is to introduce students to a variety of topics with marketing (strategy) and customer-centric thinking as key themes.

      • Students choose two courses (8 ec) from the listed courses, or one course (4 ec) of the listed courses and one other Economics and Business master’s course (4 ec), such as  FEM11089 - Experimental Economics, with the exception of the core courses from the specialisation Data Science and Marketing Analytics..