• Application deadline

    15 May or earlier if programme reaches maximum capacity.

    Application for the September 2024 intake will open 1 October. This is a capped programme and the number of applications allowed before application closes: 450.

  • Starting date

    August 2024

  • Format

    Full-time | 12 months

  • Credits


  • Fee

    €2,530 (EEA) | €22,500 (non-EEA)

    Find more information below

  • Language


Many of the electives in the MSc Marketing Management would not have been in the curriculum 10 or even 5 years ago. This programme is designed by RSM’s faculty members, who are among the most productive researchers in the world. They bring the latest theories of customer behaviour and the latest technologies into the classroom, and update the portfolio every year to reflect the changing marketing landscape. This programme delivers knowledge, tools and tactics so you can create value for any kind of company or organisation.

  • 249 average number of students in cohort
  • 39% international students in programme
  • 75% of graduates employed within 3 months after graduation
  • Examples of industries where graduates work: Consumer Goods, Consulting, Fashion/Textiles
  • Examples of graduates’ job titles: Account Manager, Brand Manager, Market Research Analyst

What you will learn

There are immense possibilities for specialising within marketing and within the programme, but first you complete the compulsory core courses that help you to understand the crucial role of marketing. Then you can choose from a diverse set of electives that give you the depth of knowledge to become a successful marketing professional.

It’s essential for marketing professionals to know how to use digital marketing and data analytics. Skills like data mining, SEO, and using social media are now much more important. In this programme, you can even specialise and differentiate yourself by choosing one of two elective tracks;  brand and product management, or digital marketing and analytics.

Almost every graduate from this programme in 2018 (97 per cent of graduates) found a job within six months of graduation; that’s higher than the average employment rate for an MSc programme. Some go into the marketing and advertising industry; some work for consumer goods brands. They work as account managers, analysts, and marketing managers. More than half start their careers in large corporations, and a third in small-to-medium enterprises.

Latest theories

RSM’s faculty members bring the latest theories of customer behaviour and the latest technologies into the classroom

Create value

This programme delivers knowledge, tools and tactics so you can create value for any kind of company or organisation

Marketing professional

Choose from a diverse set of electives that give you the depth of knowledge to become a successful marketing professional

Specialise & differentiate

Specialise and differentiate yourself by choosing one of two elective tracks: brand and product management, or digital marketing and analytics

Programme highlights

  • Study trips and company visits, study exchanges, and extracurricular activities

    To address the subject of marketing management from every angle

  • Up-to-date content

    Students appreciate the up-to-date content ‘which makes it even more interesting’ they say

  • Top-ranked

    RSM’s MSc Marketing Management programme is ranked 22nd in the QS Business Masters Rankings 2022

  • Courses

    Students note that courses fit coherently together

  • International insights

    Your fellow RSM students, your professors, and researchers in the business school come from all over the world, and bring their international insights into consumer behaviour

  • Learn practical tactics

    Learn practical tactics for integrating this knowledge into solid marketing strategies

More about the programme


RSM’s MSc in Marketing Management lasts for one academic year, from September to June. Compulsory core courses are worth 22 EC and are offered in the autumn semester. Master electives are worth 18 EC and are offered during the spring semester; one of your three master electives can be chosen from another MSc programme.

Electives are grouped into three tracks: Brand and Product Management, Digital Marketing and Analytics, plus Individual Study.

Please note that certain electives may be very popular. Although we can place most students in the elective(s) of their choice, there are no guaranteed places.

In addition to your coursework, you will also work on your master thesis project, worth a total of 20 EC, throughout the year.

I teach MSc marketing management

A teacher's story

"A solid foundation for your career-defining specialisation"

Our four initial core courses provide a strong foundation upon which you can build your career-defining specialisation during the spring semester.
•    Consumer Behaviour
•    Consumer Marketing Research
•    Marketing Strategy Research
•    Marketing Strategy

Focusing first on consumers, we work on developing a deep understanding of consumer psychology and behaviour and their relevance to managerial practice before teaching you how to use research to understand more consumer actions and motivations. Then we focus on managerial decision-making as we cover key concepts in marketing strategy and research-based decision-making in the last two core courses.

Understanding consumers is the key to a successful marketing strategy. Unfortunately, however, the mind of the consumer is not always easy to understand. This course provides an overview of theories that best explain how consumers arrive at their judgments and decisions. The course will review relevant theories from economics and psychology that provide a foundation for behavioural marketing. Consumer behaviour varies greatly depending on a range of factors. For instance, consumers’ judgments and decisions are influenced by the market environment (e.g., retail vs. online), the type of consumer (e.g., older vs. younger), and the type of product (e.g., hedonic vs. utilitarian goods), just to name a few. Although it is impossible to fully grasp and predict this behaviour, consumer researchers have created a body of knowledge that allows us to achieve at least a basic understanding of consumer needs, wants, decisions and actions. This course will provide a structured overview of this body of knowledge. In the first part of the course, students will be provided with an introduction to the psychology of perception, information processing, emotions and decision-making. The second part of the course will elaborate on the influences of the social environment, culture and situational factors on consumer behaviour. Additionally, the second part of this course will apply these theories and principles to real-world marketing problems.

Taught by Dr D. Schley.

In this course, students will familiarize themselves with the main marketing research approaches for understanding consumer behavior. Students will acquire knowledge on: (1) how to accurately measure and analyze consumers’ preferences, attitudes and choices, and (2) how marketing variables (such as product benefits, assortments, advertisements and retail environments) affect consumer behavior. The course introduces the main methods for analyzing consumer behavior (e.g. experiments and survey research), and focuses on the design and analysis of experiments and surveys.

Taught by Dr R. Cadario.

The purpose of marketing strategy is to develop and deploy an organization’s resources in the way that creates the most value for customers and other stakeholders. This course will help you to develop an in-depth understanding of key frameworks, concepts, and paradigms in marketing strategy and, just as important, to develop skills in the application of this knowledge. Historically, it has always been the case that success in business depends on managing change successfully – or at least more successfully than the competition. And over decades of research and development, many useful marketing strategy frameworks have been developed to aid firms in navigating changing markets. This course will teach you all about innovating and navigating changing markets, introduce frameworks to help you determine the optimal way of positioning a business / brand, and teach you how to allocate resources between different activities and markets. At a general level, the basic goal of this course is to help you make the transition from student to marketing practitioner and thus support your own goal of becoming a successful marketing professional. During the course, you will train extensively your case solving skills both in class, during interactive case discussions, and individually, in the assignments and trial exams. Student participation during the interactive lectures and meaningful contributions to the case discussions are essential. Students will be tested by means of an exam and written case assignments (both individual and group). 

Taught by Prof Dr S. Sweldens.

Overall, the course intends to make you well-informed and critical users of quantitative marketing, by presenting the essential tools and processes that are needed to make data-driven decisions for marketing strategies. Specifically, this course introduces a set of quantitative marketing tools that are essential for marketing strategy research. Through the discussion and application of these tools, the course intends to develop your abilities to identify and apply the right methods to solve marketing strategy problems. During the course, you will be offered hands-on training in marketing analytics with real datasets. Moreover, with case discussion, you will learn how to identify opportunities to improve business performances with marketing analytics (i.e., “when to use”), and formulate unbiased understanding of analytical tools (i.e., “how to choose”).

Taught by Dr X. Chen.

This course consists of a single lecture, in which students receive an introduction to the thesis trajectory. Students then submit a document which outlines a thesis concept (including the motivation, the basic idea, the reference literature, and the methodological approach).

Taught by Dr. X. Chen.

The aim of ‘Your Future Career’ is to prepare RSM students at an early stage in their master's for their careers.

The online modules will help you make crucial steps towards the most suitable career step, whether an internship or a job.

To pass the course, you need to gain a minimum number of points within a few months. You can decide if you want to reflect on your interests and motivations, develop knowledge of the job market, receive peer feedback on application materials, learn to love networking, or attend an interactive alumni career panel or workshop.

See this page for more details.

This course is overseen and guided by Dr Maciej Szymanowski and Lisanne Keir.

There are three elective tracks availble in the Marketing Management Masters:

Brand & Product Management elective track:
Many graduates want to pursue careers in brand and product management and this track is designed to support them in this career goal. The track includes well-established foundation topics such as communication and branding, and recently emerging topics such as neuromarketing and nudging consumer choice. This track is suited to students who want to work as brand managers, product managers, category managers, or in similar positions in B2C and B2B companies. The track can also prepare you to work for governmental agencies and NGOs in communications and consumer welfare.

Digital Marketing & Analytics elective track:
This track aims to train future marketers working in digital marketing. Given the important role of new customer analytics and big data in digital marketing, it emphasises new techniques for generating more knowledge about your customers. The track prepares students to work in positions related to mobile marketing, social media, big data, and general technology

Individual Study Plan elective track
The MSc in Marketing Management programme allows students to create a personalised study plan to pursue their own goals and aspirations. If you select your own study plan, you can choose any marketing electives from the Brand and Product Management track or Digital Marketing and Analysis track.  You can also choose an elective offered by other MSc programmes at RSM, but no more than one non-marketing elective.

Consumers encounter communications about brands anytime and anywhere. Marketing managers require useful frameworks to effectively communicate and advertise their products and services. This course discusses all aspects involved in designing effective marketing communications campaigns. The purpose of the course is to get introduced to the major topics in marketing communications and to further develop your communication skills through written projects, team-based work, and oral presentations.

The goal of this course is to help students set marketing communications objectives for a variety of products/services; understand and apply the principles that are necessary for persuasive advertising, from strategic principles (information, influence, emotion and mere exposure) to more specific tactics (resistance, acceptance, message, attention); generate, select and evaluate creative ideas for an advertising campaign; set a campaign budget and select appropriate media (still/motion) for a marketing communications campaign, taking into account strategic and tactical rules for implementation of the media plan; and propose/design an advertising campaign and discuss, present and defend the proposed campaign.

Taught by Dr B. Van den Bergh.

This course will be significantly different than any other course you have ever taken. Its design is such that it has features of both a course and a competitive consulting assignment. The elective covers many aspects of branding, marketing and communications in a challenging way. We focus on digital & data, corporate social responsibility & purpose and neuromarketing.

L’Oréal is offering the marketing students of Erasmus University a unique opportunity to play the role of consultant, and dive into a very dynamic, real-life, practical assignment.

At the same time, the elective is designed such that teams will be able to build inspiring and well-underpinned brand experiences by applying the right concepts, methods and techniques.

It provides the opportunity to develop marketing and consulting skills through a practical, real-life experience, the chance to work closely with professionals in their field, and the possibility of winning a contest at one of several levels. All of these can contribute to one’s clarification of what kind of professional career could be interesting to pursue (or not) in the future. Being able to discuss the experience and what was learned with future employers. The course as it is designed, is a lot of work, and a lot of fun to apply marketing and strategy models and techniques learned during their study in a real-life business situation.

Taught by Dr D.I. de Raaf.

“Marketing Analytics” refers to a broad range of activities that rely on data to improve marketing decisions. This exciting field continues to grow in its scope and importance as the amount of data available to companies increases. Many large companies now have dedicated business analytics groups, and companies of all sizes are looking to hire marketing managers with a mix of technical and practical knowledge.

This course provides students with hands-on experience using many of the tools employed by marketing analysts. The purpose of this hands-on experience is not to develop students into analysts, but rather to help them understand the value and limits of these tools, and to develop the ability to communicate analytical insights to less technical stakeholders.

This course is taught by Dr J.M.T. Roos.

The development of practice and research in marketing is always accompanied by advancement in technologies. From 1921 when Queensboro Corporation paid for the first radio commercial to 2015 when Oreo used “#RedVelvetOreo” to promote its new cookie flavor on Twitter, technologies have exerted profound influence on how marketers connect with consumers. The technological advancements bring forth new opportunities while posing unprecedented challenges for marketers. This course balances the strategy and tactic side of digital marketing by not only examining how to develop digital marketing strategies to increase shareholder value and sustain competitive advantage but also creating hands-on experiences with different digital marketing tools. With a systematic approach, we will explore various managerial problems such as how to design a website and drive traffic, how to optimize search engine efforts, how to purchase inventory for online display advertising, and how to allocate budget to different online communication channels. With these discussions, this course aims to shape your perspective as a digital marketing leader.

Taught by Dr A. Ferecatu.

Over the past few decades, scholars from multiple disciplines (psychology, economics, organizational behaviour and marketing) have gained deeper insight into how consumers make choices, including the non-economic features of the choice environment that can influence people’s choices (e.g., default decisions, displayed font). Many of these insights have challenged the traditional assumption that people make choices primarily in a rational, self-interested manner. These research programs have provided novel insight into how people deviate from “optimal” choices and the consequences of these “sub-optimal” choices.

Because these decision strategies and mindsets often lead to choices that have harmful consequences for business, society and consumer welfare, it is important that students as future business leaders a) understand the basic principles of consumer decision making and b) have the tools to implement strategies that change consumer choice in the desired manner (dubbed nudging). Doing so will help them in numerous ways, including (but not limited to): a) making them a better decision maker in your personal and professional life, b) improving their ability to attract and retain satisfied customers and c) ensuring that their business runs smoothly.

Although there may be some overlap with contents typically seen in marketing courses on communication and advertising, Choice Architecture course provides a substantially different approach to understanding and changing consumer choice. Specifically, the current course will draw primarily from behavioural economics research, will be geared towards making sustainable choices at the individual, business, and societal levels, and will be aimed at developing choice-intervention strategies that can be implemented in a wide variety of contexts: one-on-one negotiations, team organization, risk management, policy design, among others, as well as more classic communication arenas such as social marketing.

Taught by Dr D. Schley.

This course introduces the interdisciplinary field of neuromarketing. This new and exciting area in marketing aims to understand the neurobiological mechanisms underlying customer responses to marketing actions, and to better predict customer behavior using brain markers.

 Neuromarketing is proposed to reveal information about customer preferences and reactions to marketing actions that other techniques cannot provide (Ariely and Berns, 2010). This is based on the assumption that customers are not always able or willing to express their true preferences in questionnaires. Furthermore, measures of brain activation could assist in the early stages of the product development process thus reducing the likelihood of failures.

In recent years, the application of neuroimaging and psychophysical techniques in marketing has surged both in academia and in marketing practice. Modern brain imaging techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) are commonly applied, for example, to track the emotional response to brands and TV commercials, to assess which scenes of a commercial attract attention and are memorable, to evaluate the beauty of a package or how customers trade-off price and quality. Psychophysical techniques such as eye-tracking, galvanic skin response and heart rate measurement add additional insights into the customers’ heart and mind.

Currently, most marketers are not trained in these techniques and thus have difficulty in properly evaluating the strengths and weaknesses of these methods. Clients of neuromarketing companies may get easily impressed by colourful pictures of activations in the brain which may not be truly insightful or predictive. In this course we provide the student with an up to date insight into the current body of knowledge in consumer neuroscience and neuromarketing. Accordingly, this course will provide many hands-on opportunities to develop neuromarketing skills. In assignments, the main neuroimaging techniques of fMRI and EEG will be introduced. You will collect data and learn the basics of analyzing this data.

Taught by Dr M. Boksem and Prof. Dr Ir A. Smidts.

New products, which are also called innovations, provide new ways to create value for customers, and moreover, it yields growth and profitability for firms. A huge percentage of a company’s sales and profit is generally earned by products that have been launched in the past five years. However, at the same time, many new products fail, and disappear from the market sooner or later after its launch. This is very problematic for companies, given the huge amount of money involved in the research and development of new products. The success or failure of a new product is determined by its ultimate acceptance in the market place. This raises the question which factors influence the acceptance and diffusion of new products in the market place? This question will be central in this course. The answer to this question provides marketing managers with information on how to effectively develop and launch new products.

During this course the students get acquainted with both conceptual and tacit knowledge of important methods in launching new products, and moreover in tracking the new product launch. Additionally, this course will provide a structured overview of the body of knowledge on adoption and diffusion of new products in the market place, and moreover, insights into how this knowledge can be incorporated in new product launch decisions. Attention will be paid to the consumer adoption decision process as well as to the new product adoption decisions by retailers, both in the domestic and the international market. The course challenges you to think critically about new products marketing. As such, routine learning of terms and concepts is not sufficient. You are prepared to take a marketing manager’s seat in managing new products across international markets.

Taught by Dr Y.M. van Everdingen.

How are businesses using “big data” to make better decisions? Behind the success stories are so-called data scientists - touted as one of the best jobs of recent times - using machine learning to extract actionable insight from various kinds of data. In this course, we will look at how this is done by studying machine learning principles and applying algorithms to a variety of data sets and cases. The main focus will be supervised machine learning (or predictive analytics), a key subfield of artificial intelligence and a common activity of data scientists.

Data, enabling so-called data-driven decision-making in businesses and beyond, is now seen as an extremely valuable asset, and have arguably replaced oil as the world's most valuable resource. In this course, you will work with data from business problems using the popular open-source statistical computing environment R (https://www.r-project.org/).

Although no prior knowledge of R is strictly required, it would be extremely helpful to have some experience with it (such as plotting with the ggplot2 package and doing data manipulations with the dplyr package). Such experience can be obtained from the Marketing Analytics elective, for example, or from online courses. Limited class time will be available for covering R basics; where applicable, students will need to spend time outside the classroom on this. Willingness to learn R is a very important prerequisite for this course.

Taught by Dr P. Schoonees.

Pricing approaches have evolved from very restrained economic and financial perspectives to a broader consumer-oriented framework. In this course, we will study different approaches to have a comprehensive understanding of the economic, strategic, and behavioral considerations that impact a pricing strategy. We will study theoretical concepts linked to economic and behavioral approaches to pricing, price customization/discrimination, price bundling and multi-part tariffs, value-based pricing, dynamic pricing, retail pricing strategies, pricing for goods/services with externalities, and pricing in two-sided markets. We will use examples and case studies from various product categories such as consumer packaged goods, financial services, healthcare plans, and cell phone plans.

Taught by Dr A. Ferecatu.

The emergence of information and data technologies have led to a radical shift in the way marketing operations are run. The focus of companies has been shifted away from product-centric approaches and mass marketing campaigns to customer-centric campaigns tailored to the needs and wants of each customer. Customer-centric marketing campaigns target a well-chosen subset of customers, at a wellchosen time, and with a well-chosen incentive. Moreover, they also require a good monitoring of their impacts on firms’ profits. In other words, a customer-centric campaign requires companies to answer four key questions:

  1. Who to target?
  2. What to offer?
  3. When to target?
  4. How to evaluate effectiveness?

Customer-centric marketing can be applied to any domain of marketing and, so, is an approach that can be broadly adopted by multinationals. In this course, we will focus on the three key marketing tasks, which relate to the stages of a customer lifecycle: customer acquisition, customer development and customer retention. The course will focus as much on the managerial questions and challenges, as well as on the use of methods to address these questions. This elective will be articulated around the customer lifecycle and rely on the core metric of Customer Lifetime Value (CLV).

Taught by Dr A. Lemmens.

From a marketing standpoint, the brand is the most valuable asset of the firm. Brands embody a firm’s strategy and drive its execution. As such, managing and developing a brand is a complex task, that requires sharp critical-thinking skills, an advanced understanding of marketing concepts, and an imaginative mind.

The goal of this course is to equip students with the fundamentals of brand development through a mix of research-driven frameworks, case-based discussions, and hands-on projects. After taking this course, students will possess a solid understanding of how, why, and when brands drive value; in-depth knowledge of the opportunities, issues, and challenges a brand can face throughout its life; the ability to critically evaluate brand positions and branding decisions.

This course is of particular relevance to students who destined themselves to become brand managers, as the concepts and skills that they will learn directly relate to this executive role. Beyond this specific role, the course is also relevant to students who seek to work in strategy and/or marketing departments: Understanding the function and strategic roles of brands will help them adopt a longer-term orientation in their decisions.

As this course is the last elective of the MSc in Marketing Management, it is also designed to facilitate the transition for students from consumers of knowledge to marketing practitioners. The cases and examples developed in the lectures are specifically picked to show how the extensive knowledge of consumer behavior and marketing strategy that you have accumulated in the MSc can be used to generate novel insights for success in the marketplace.

Taught by Dr J. Boegershausen.

What is happening in the world of commerce and e-commerce? What is machine learning and how can it be part of a company’s strategy? How do we deal with “big data” and customer behavior? What is happening based on demand of customers and how can we successfully change the organization. Also, the new approach of marketing will add to the change over from supply to demand.

Course Topics:

  • Data driven organizations as new disruptors,a change from supply driven to demand driven
  • New technologies and future developments based on platforms and machine learning
  • The impact of MSP, multi sided platforms and AI
  • Imploding supply chains and new business models
  • Changes in marketing, product development and marketing communication
  • Changes in relations between companies and opportunities for the future
  • New business models, how to make money in a demand driven organization
  • The impact of customer data, analyses and algotithms on customer behaviour
  • Knowledge of the customer, principles of clustering and algorithms
  • New business models and developments
  • The impact of disruption
  • What is the impact of a demand-driven strategy on marketing and organizations

Taught by Prof. Dr C.N.A. Molenaar.

How can companies gain and sustain competitive advantage in an increasingly competitive environment? In recent years, companies have realized that a crucial source of competitive advantage lies in the provision of a compelling customer experience. Customer experience is comprised of all cognitive, emotional, physical, sensorial, and social elements that mark the customer’s interactions with companies or other market actors (De Keyser et al. 2015). Due to the rapid rise of digital and mobile devices, customers are increasingly valuing seamless experiences. In response, leading companies have decided to hire so-called “customer experience managers” to improve their customer experiences. This course discusses the general determinants of great customer experiences across all touch points (prior, during and after purchase) and introduces methods to improve customer experiences.

Taught by Dr C.J.P. Lembregts.

Consumers use various technologies in their everyday life, such as mobile applications, internet browsers, social networks, and wearables. In doing so, consumers leave a digital footprint - a stream of data that describes their online activities. Sometimes, they explicitly share content with other people (e.g. social networks, forums) or have direct communication with a company (e.g. online customer service). Data that consumers intentionally submit online is defined as active digital footprint. At the same time, consumers also leave a passive digital footprint: their search history, the news they read online, the location and time when they use a device. Both active and passive digital footprints can reveal consumer attitudes, interests, and preferences. This brings numerous opportunities and challenges for companies, consumers, and public policy makers.

This course discusses the benefits and risks associated with the use of digital footprints for marketeers, consumers, and policy makers. Brand managers can use detailed consumer level data to gain better insights about their target group and to adapt their communication and branding strategies accordingly. At the same time, consumers and policy makers are becoming more concerned about how digital footprints are collected and used. This course will help you develop an in-depth understanding of ethical issues related to digital footprints and measures that can mitigate such risks (e.g., the EU General Data Protection Regulation).

Taught by Dr. A. Martinovici.

There is a very big contrast between the proportion of business school alumni that work in sales - which is high - and the proportion of business schools offering a sales-related course in the curriculum – which is extremely low -. This is problematic because today’s world of sales more than ever requires professionals with an academic understanding of the field. Key trends like the knowledge intensity of sales work, and the shift towards a service economy have made the complexity of the sales environment higher than ever. Also, without a sale, it is impossible to run a business. Thus, sales is an essential element of management.

In this course we will focus first on salespeople, and start with the question: “what makes a salesperson effective?” Next, we’ll move the analyses towards the sales team level and will zoom in on leadership. The central goal is to understand how sales leaders can best manage salespeople. We will analyze what is unique to the management and leadership of salespeople, and discuss how to cope with this. Research-driven insights will form the foundation of the course, complemented with cases from modern-day business practice.

Taught by Dr. H.M.S Dietz.

Companies and institutions are often surprised when confronted with the variation of judgements and decisions of their members and employees. For instance, sales forecast, performance ratings and hiring proposals will often vary greatly between individuals. In most cases, this variation is considered noise, i.e. unwanted variation around the true value, that is risking the quality of managers decision processes. To reduce noise, however, the sources of variation must first be identified to second, implement tactics to reduce variation. In contrast to that, most companies are not even aware about the amount of noise in their processes.

In this course, we will study different sources of noise in human judgement and decision making. We will understand differences between stable, e.g. manager A always gives a more lenient evaluation, and random, e.g. managers will not always enter precisely the same numbers, sources of variation and learn techniques to reveal the amount of noise and diminish noise if desired. To that goal, the course discusses theories of judgment and decision making, statistical models of choice and judgment, and their managerial implications.

Accordingly, the background literature is spread across psychology, marketing and economics but mostly related to the recently published book NOISE by Nobel laureate Daniel Kahneman, Olivier Sibony and Cass Sunstein.

The course consists of two sessions per week. One of these sessions is a more theory heavy lecture with a short discussion and clarification questions. The second session is a more interactive workshop. Here students are asked to implement or experience the newly gained knowledge, also with the statistical programming language R. No prior knowledge of R is required to take the course, but some experience is advantageous.

Taught by Dr. A. Krefeld-Schwalb.

A limited group of 20-25 students will be selected to follow an additional course that runs across the 3rd and 4th block of their studies. During the sessions, faculty members and marketing practitioners will discuss relevant and current themes in marketing, such as branding and social media.

Researchers within the department will present their own and others’ latest research in these areas and discuss it with the students. Practitioners and alumni will be invited to some of the sessions to give the programme a more applied flavour. The programme will also feature company visits. The sessions will be highly interactive and require a strong preparation consisting of reading and summarizing relevant literature. Cooperation will be sought with external partners, who will discuss the topics from their practical perspective.

Participation will be limited to the best students in the MSc programme of Marketing Management. The first step in the selection process will be a ranking based on all core courses (Blocks 1 and 2, weighted by ECTS). In the second step in the selection process, the highest ranking students will be asked to submit a motivation letter.

Taught by Dr. C. Lembregts and Dr. A. Ferecatu.


This course consists of three meetings in which coaches and students meet to initiate the thesis trajectory, including guidance on the first steps (writing an introduction, theoretical model, methodological approach).

This course is coordinated by Dr. X. Chen.

Note regarding taking courses if you are not an RSM master student: RSM does not offer the possibility for non-RSM students (master or otherwise) to take RSM MSc courses outside of official exchange partnerships or other inter-faculty agreements. If you are interested in learning more about corporate social responsibility, sustainability, or business ethics, please refer to our Open Programmes section.

For more information on all international opportunities offered at RSM, visit the website of our International Office.

Learn more

Why this programme?


Marketing Management Honours Class


International exchange


Career opportunities

I studied, an alumnus talks about Marketing Management

An alumnus talks about RSM’s MSc in Marketing Management

A recruiter talks about Marketing Management

A recruiter talks about RSM’s MSc in Marketing Management

As a graduate of RSM’s MSc in Marketing Management, you can pursue a career as a product/brand manager, market researcher, marketing management trainee, account manager, media planner, category manager, advertising strategist, or one of many other related positions. From these positions, graduates can progress to more senior-level positions. Marketing holds such importance for top management decisions so the MSc Marketing Management is excellent preparation for a management career.

Achievements of graduates: 

  • Yvonne van Ginkel graduated in 2007 and is now a product manager at Shell, part of a global team that co-ordinates the marketing of the Shell fuel card (a Business-to-Business product), and leads relevant projects in this area.
  • Kim Hermus started her career at the headquarters of Procter & Gamble in Geneva. As Assistant Brand Manager Western Europe, she was responsible for European sales of leading brands such as Dreft.
  • Following graduation, Klaas Weima founded his own interactive marketing agency, Energize. He now employs 25 people, and develops online marketing tools for clients such as ING, KLM, KPN and Hi.

Other graduates work as brand managers for large multinationals such as Procter & Gamble, Unilever, Henkel, Coca-Cola, and Beiersdorf; as strategy or account managers in advertising agencies such as J. Walter Thompson and BBDO; as category manager within BP Retail and Ahold, and as marketing consultants with Accenture, VODW and Arthur Andersen. 

Non-EEA nationals who have earned a diploma from a higher education institute in the Netherlands can apply for a special residence permit called the orientation year after completing their studies. The 'Orientation Year for Graduates Seeking Employment' is a residence permit aimed at retaining foreign talent for the Dutch labour market. During this orientation year you are free to work without a work permit. Participants who find a job during this period can change their orientation year into a residence permit for Highly Skilled Migrants under more favourable terms.

For the most up-to-date information please visit the following website.

Career progress

Find the Employment Factsheet for your MSc programme here.

View LinkedIn profiles of our graduates

You can read more about our graduates and their career progress from their public LinkedIn profiles.

Tip: you can see more of our graduates’ profile information if you are not signed in to your LinkedIn account. Sign out of LinkedIn, then click the links.

2012 and earlier

Jaap Burggraaff
Jurriaan van Gent
Valentyna Romanenko


Adriana Angelova
Dennis Anim Darkwah
Görkem Erdem
Randi Haecal
Jan Hrkal 
Fabien Le Thuaut
Christina Sluyter
Dhika Satriya Democrat
Dimitris Papadakis
Stoyan Petrov
Guido Rahmann
Domenico Schipani


Veronica Akerblad
Zafer-Ergun Arduc
Devi Astiarini
Yasmine Claessens
Caspar Daams
Christina Doubara
Hanneke van den Heijkant
Cristina Ion
Konstantinos Kaimakis
Dimitrios Kapagiannidis
Nadine Kooiker 
Nicky Kroon 
Nino Lelashvili
Nijat Mammadbayli
Pascal Matten
Rachel Morgan
Konstantinos Panidis
Rahul Potdar 
Lena Rakel 
Maties van Voorthuizen
Koen Zandbergen
Jors van Zomeren


Nienke Appels
Renate van den Brink
Marvin Burghardt
Catarina Carmo
Manon Cools 
Catarina Grin 
Lena Hillers 
Rick Hoek
Anouk van Kampen
Jessie Leening 
Lars Lijding 
Paul Mandaiker
Anton Manov
Emily Greenwood
Hufsa Munawar
Claudia Orta
Jeroen den Ouden
Marc Pollemans
Karolina Przybyslawska
Sharina van Putten
Sammy Rose
Stephanie van de Winkel
Monique Zwanenburg


Gerwin Bakker 
Kristina Belz
Michele Bortolussi
Denisa Fidlerová 
Peters Giel 
Mark Hakhof
Lora Ivanova
Priyanka Kanhai
Vasileios Kartsiotis
Ioanna Koubarou
Jimmy Lange
Camila Lanz 
Pin-Hsuan Lee
Thomas McKinlay
Nepheli Neururer
Sofia Perera 
Juraj Plesko
Nadine Quambusch
Max Schouten
Franz Schrepf 
Ward Seeger
Pascal Slaa 
Gayan Teubel
Kaitlyn Tremblay
Charelle Uhlenbeck
Marloes van der Kooij
Gerben van der Weele
Fiona Van Hoorn
Dennis Warrink 
Jessie Yang 
Rozalia Zugravu

Good to know

Career Centre

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Studying at RSM

A student on the RSM MSc in Marketing Management programme

A student on the RSM MSc in Marketing Management programme

The RSM Experience

Education for life

Studying at RSM will be a life-changing experience. Your master degree will prepare you for a fulfilling professional life as a capable, self-assured individual. It will make you valuable to business and attractive to employers because it teaches you skills that make the most of your innovative mind. You will be challenged in and outside of the classroom, and you will gain an education based on the latest developments in business. Your master degree from RSM will include RSM’s promise of life-long learning, and membership of the more than 40,000-strong alumni network that is present in more than 110 countries which hosts activities and events all over the world.

Open intellectual culture

Your education at RSM is valuable. You will learn from academics who produce the highest quality research and the most innovative management thinking. In the classroom, sharing and questioning opinions is encouraged – yours and those of your fellow students, as well as the professors’. Many of RSM’s faculty members are young and passionate professors and researchers with outstanding academic credentials. Their work is published in top international management journals.

Engaging environment

Professors’ doors are always open for students who have questions, projects or ideas. Depending on the study programme, students have different opportunities to tailor their programme. This can, for example, take the form of a minors course, an internship, an exchange at one of over 160 partner schools worldwide, elective choices, the participation in a consulting project with a company or public sector organisation, or a thesis project in their specific area of interest. RSM’s strong links with local and international businesses and organisations offer opportunities for practical projects and real-life collaborations.

What is your ‘I WILL’?

RSM’s I WILL movement allows you to define your goals, your ambition, your drive. It’s our forward-thinking community that asks you to say something about your future. Your I WILL statement becomes part of the spirit of RSM’s diverse community of students, researchers, staff, professors, alumni and others related to the school. Making a public commitment to your goal will allow you to achieve it faster and better. What is your goal?

Rotterdam, a future-oriented city

Living and studying in Rotterdam has never been better. Rotterdam is home to one of the largest and busiest ports in the world and many multinational companies have their headquarters here. The city is famous for its stunning modern architecture, such as the Centraal Station or its covered food market, the Markthal. At the same time, the city authorities are forward-thinking in improving its liveability. There’s no shortage of restaurants, museums and theatres, yet Rotterdam is still an extremely student-friendly city with plenty of affordable student housing, and a bustling nightlife that includes events organised by students associations.

Find out more about life in the city of Rotterdam.

RSM Master Students

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Master Study Club

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Coming from abroad

Fees & scholarships

The 2024-2025 tuition fee for the MSc programmes is approximately €22,500 for non-EEA students. The Dutch government contributes towards this cost for students who hold a nationality from a country belonging to the European Economic Area(EEA). These students therefore only pay the statutory fee €2,530 in 2024-2025.

For EEA nationals who have already completed a master in the Netherlands (and obtained the diploma) the tuition fee for a 2nd master is approximately €13,200.

Please note that all these tuition fee tariffs are subject to change.


The number of scholarships is limited and mainly merit based. If a scholarship covers only the tuition fees, be aware that you need to finance your own living expenses (rent, food and insurances) for the duration of your studies. RSM does not offer scholarships for the pre-master programme. We do however offer a maximum of 2 scholarships per academic year to RSM pre-master students enrolling in an MSc programme.

Rotterdam School of Management, Erasmus University (RSM) offers multiple scholarships to prospective students from non-EEA countries who are not entitled to pay the EEA tuition fee, provided their grades are considered ‘excellent’. RSM also offers one scholarship, the Erasmus Trustfonds Scholarship, to students from EEA countries. 

Besides scholarships awarded by RSM, there are also scholarships awarded by the Dutch government or other organisations that are available if you meet certain criteria such as nationality, age, etc We have listed some of them below but we encourage you to use resources such as Grantfinder or the Scholarship Portal to find additional scholarships.

Scholarship tips

  • Contact the Ministry for Higher Education in your home country to see whether there are scholarship options.
  • We have virtual information session covering all you need to know about scholarships and financial aid. Watch it here.

For students from the Netherlands or the EU/EEA, it may be possible to apply for limited funding towards payment of your tuition fees. Find out whether you meet the nationality and age requirements and read more information about the application process here.

Other expenses

After having filled in all of the necessary application information on the Online Application Form (OLAF) and uploaded the required documents, applicants with a degree obtained outside the Netherlands will be asked to pay a non-refundable €100 handling fee. This fee can be paid online via the Erasmus Payment System which uses either iDEAL (for those with a Dutch bank account) or PayPal (which can be linked to any bank account or credit card worldwide). It is important that applicants complete the payment process as indicated, otherwise the system cannot register the payment.

The additional expenses in addition to tuition and general living costs (see below) vary per programme and may include:

  • Study materials such as books, readers and business cases
  • Costs involved in kick-off meetings
  • Costs related to travel, international excursions and compulsory exchange semesters or internships abroad

For a reasonable standard of living in the Netherlands, you should have an income of between €1,000-€1,600 per month depending on your lifestyle. Further information about the costs of living in the Netherlands and related subjects can be found on this website. Below is an example of monthly expenditures:

Furnished accommodation, including gas and electricity  €   500-900
Medical insurance  €   50
Telephone/internet €   15-25
Food €   200 - 300
Books, recreation, clothing €   200 - 300
Public Transportation €   50
Total €  average 1000 - 1625
Other potential expenses:  
Buying or renting a bike €  100 - 250 (for the full 3 years)
In private residence (not student housing) yearly municipal and water taxes €  100 - 300 (per year)

Please ensure, prior to your arrival at RSM, that you have or will have sufficient funding available to finance your stay at RSM. Finding a part-time job, may be an option, but can not be guaranteed. You should therefore not rely on finding other ways to supplement your income during your studies. For additional information on obtaining a part-time job, visit the website of the Nuffic.

For EEA students there are no formal restrictions in finding work in the Netherlands, but students with a lack of Dutch language skills will find it difficult to secure employment. Non-EEA students are subject to labour regulations, which makes the likelihood of obtaining a work permit very small. We therefore ask students not to rely on this possibility. We do not encourage students to combine studies with the heavy workload from a part-time job.

Admission & application

The application for MSc Marketing Management for the September 2023 start has closed, as the programme has reaced maximum capacity. Application for the September 2024 start, will open on the 1st of October, 2023.

Immigration & housing

Immigration & visas

Find out everything you need to know about entry visas & residence permits for non-EU or EEA students at RSM.


Finding housing in Rotterdam can be tricky. To help you in your search for housing, we have compiled some helpful resources

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It is demanding and equally fulfilling. We have guest lectures and real-life applications, group work and assignments that keep us on our toes and we need to keep up, so it is very challenging. And yet I am always surprised by how much I am actually learning. There is a focus on understanding marketing research, and I definitely feel like I have gotten way better at this. This master programme is a very international environment, and there are very intelligent people in the group. You need to be independent and manage your own work. You are expected to know certain terms, how to write reports and how to study efficiently. We often use case studies and practice data analysis – this is great preparation for the thesis.

Sophie Acquah (MSc Marketing Management 2020)

Sophie Acquah

Is it right for me?

You’re a recent bachelor graduate with a background in business administration, economics, marketing or communication, and interested in marketing research

You want to work in brand management

You have an interest in marketing in a digitalising world

Are you still in doubt?

Would you like extra information or support? We are here to help!

More to explore

21 September 2023

Webinar hosted by the Academic Director

Take a virtual tour across our campus

RSM campus

Will you lead or will you follow?

I Will