For best experience please turn on javascript and use a modern browser!
You are using a browser that is no longer supported by Microsoft. Please upgrade your browser. The site may not present itself correctly if you continue browsing.
Master
Consumer Marketing (Business Administration)
Compare programme

The programme

Consumer Marketing is one of the specialisation tracks of the Master's Business Administration. During your Master's you will follow 5 general courses and 3 track-specific courses. You will finish with a thesis. If you have a fundamental drive to challenge the corporate environment, you can participate in one of our Honours programmes.

COURSES SEM 1 SEM 2 SEMESTER 1 SEMESTER 2 EC
  • Ethics and the Future of Business
    Period 1
    4

    The purpose of this course is to explore the trends, core concepts, theories, and approaches of business ethics and corporate sustainability. The course is divided into a general part and a track-specific part.

  • Theories of marketing
    Period 1
    6

    Focuses on the key and emerging theories that shape marketing management and marketing thought today. Core themes are the historical development of marketing thought, marketing strategy and consumer behaviour as the fundamental disciplines that marketing is built on, and the impact of current trends and digitisation on the function of marketing.

  • Business Seminar and Managerial Skills
    Period 1
    Period 2
    Period 3
    2
  • Consumer Behaviour
    Period 2
    6

    Provides insight into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for businesses. Core themes are the roots of consumer behaviour in consumer psychology, the role of environmental factors (social, media, technological), and contemporary developments, such as the impact of ethics innovations on consumer perceptions and behaviour.

  • Consumer Research in Marketing
    Period 2
    6

    Emphasises the relevance of research to generate consumer insights, explain consumer behaviour, and develop better marketing strategies. Core themes are fundamental consumer research methods, trends and developments in consumer research (e.g. neuromarketing), and the ways in which results and insights can be used to improve marketing decision-making.

  • Research Foundations & Thesis Proposal Consumer Marketing
    Period 3
    6

    This course is meant to support you in writing you research proposal for you Master's thesis. During the course, you will learn how to change a general topic into a specific research proposal.

  • Business Seminar and Professional Skills 1 & 2
    Period 4
    Period 5
    2

    To prepare you for your professional career, this course is a combination of a series of corporate guest lecturers in Royal Theatre Carré and an offering of professional skills training e.g. Presentation Skills, Programming with Python and more.

  • Restricted-choice electives: Methods-Workshops
    Period 4
    2
  • Restricted-choice electives: Analysis-Workshop
    Period 5
    2
  • Restricted-choice electives: Business Lab Electives
    Period 4
    Period 5
    12

    In The Business Lab, you can choose from a wide selection of electives we call business labs. Each one is connected to a corporate partner. You will be challenged to solve real-world business issues, working in international teams and presenting your solution to the company.

  • Master's Thesis Consumer Marketing
    Period 4
    Period 5
    Period 6
    12
  • Restricted-choice electives: Professional Skills
    Period 4
    Period 5
Compulsory course
Elective
Specialisation

Honours programmes

Highly motivated students can participate in the Master's Business Administration Honours programmes Sustainability or Data Driven Management. These challenging programmes are a great chance to stand out for future employers.

Copyright: nee
The programme has definitely met my expectations. Besides learning a lot at UvA, it's a huge advantage to study in the heart of Amsterdam. Paloma Bunck - track Consumer Marketing Read about Paloma's experiences with this Master's
Copyright: UvA EB
I like to discuss the impact of marketing on society with my students Willemijn van Dolen, Professor of Marketing Read the interview
Real-life case: redesign the Lipton tea experience

Unilever’s tea brand Lipton appeals to the millennial target audience with its Liptonice iced tea, but faces tough competition. Especially coffee seems to have the edge over hot tea, being perceived as trendier and more fashionable, with a strong social and out-of-home/to-go component. It is your task to make the tea experience as cool and modern as coffee amongst millennials.

Contemporary issues

Examples of current and relevant consumer marketing issues that could be discussed in class:

  • Why do some consumers prefer prominent luxury brand logos on clothing (e.g. Gucci, Ralph Lauren), whereas others want branding to be more ‘discreet’?
  • How can sustainability-oriented companies like Patagonia nudge consumers to consume more responsibly?
  • How can online retailers like Zalando stimulate/‘condition’ consumers to send fewer clothing items back to the store?
  • Why do consumers spend effort, time and money in brand communities (e.g. Harley Owners Group, Lego Club etc.) to interact with the brands they love?
  • How can insights generated via neuromarketing help consumer packaged goods companies like PepsiCo develop optimal product designs and packaging?
  • Why do consumers add less attractive products to their orders at stores like bol.com with the specific goal to receive free shipping?
Add extra value to your studies