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Consumer Marketing (MSc Business Administration)

The study programme

In the study programme of the Consumer Marketing track, focus is on the consumer as the focal point in the function of marketing and customer value creation.

From consumer insights to customer value

Studying Consumer Marketing helps you explore how consumer understanding can be translated into marketing strategies that truly create customer value. In that sense, our approach to marketing focuses more strongly on strategy and analysis rather than execution and implementation as such. Emphasis in the curriculum will be on consumer behaviour, consumer psychology, and consumer research as fundamental components driving marketing decisions.

Elevator pitch MSc Business Administration
Elevate your career in 1 year

Prepare to get convinced. Take 90 seconds to find out why you should study MSc Business Administration at the University of Amsterdam. View the highlights of this study programme and elevate your career in 1 year.

The programme

Consumer Marketing is one of the tracks of the MSc 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 our Honours programme Sustainability.

  • Compulsory courses

    Ethics and the Future of Business

    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.

    Business Seminar and Professional Skills 1 & 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.

    The Business Lab: choose your electives

    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.

    Research Foundations & Thesis Proposal

    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.

  • Track-specific courses

    Theories of Marketing

    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.

    Consumer Behaviour

    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

    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.

  • Thesis

    The Master’s thesis is the final requirement for your graduation. It is your chance to dive deep into a topic that you are enthusiastic about. A professor in your field of choice (track) will supervise and support you in writing your thesis.

    Upon graduation, you will be awarded the title Master of Science (MSc).

  • Honours programmes

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

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.

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

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?
UVA in Carré | Msc Business Administration
Inspiring kick-off in Royal Theatre Carré

You will kick off your studies with 'UvA in Carré', a series of inspirational seminars featuring prominent speakers from leading companies such as ING, L’Oréal, Vodafone, Ahold Delhaize, VandeBron and Google. They will present their visions on current business issues and share their insights and experiences.

Add extra value to your studies