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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
Examples of current and relevant consumer marketing issues that could be discussed in class:
If you have completed your curriculum, you can do an internship or go on an exchange abroad. For international students it is an excellent opportunity to experience the Dutch labour market.
Are you interested in learning Dutch? There are various options available to maximize your Dutch experience and prepare for your future job in the Netherlands.
Many of our students are members of a study association. It is fun and useful for your future career at the same time. Faculty student associations are a great way to meet fellow students and future employers. They organise study trips (abroad), career events, weekly debates and social events. You can also purchase your textbooks and course syllabi at reduced rates.
Overview Study Associations
Amsterdam has a thriving student community with many activities organised outside of the university’s grounds. You will find student associations focusing on networking, specific interests and sports. It is only at sororities and fraternities that you can expect an initiation ritual (hazing).
At university, you are entitled to make your voice heard and assess the quality of your own education. Students can participate in the discussion on the university's education policy in various ways, such as by joining the Programme Committee, the Faculty Student Council or the first-year focus group. You can also stand for election and dedicate your efforts to the programme and your fellow students.