Business Administration - Consumer Marketing University of Amsterdam

Overview

Marketing is responsible for strategically guiding businesses towards the creation and capture of superior customer value. Sound marketing thus requires a detailed understanding of consumers and the broader context of their lives: who are they, what do they do, and (perhaps most importantly) what drives their behaviour and decisions?

Studying in the Business Administration - Consumer Marketing programme of the University of Amsterdam 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.

Theory and practice

Any organisation interacts with clients and consumers on a daily basis to create and capture customer value. Therefore, we explore the links between academic concepts and the real-life business environment throughout the track. Business partners like L’Oréal, Unilever and Friesland Campina offer guest lectures and business cases, which you will tackle with your fellow students.

Career prospects

Graduates of the Master's in Business Administration/Consumer Marketing track have excellent job prospects for positions in a wide variety companies related to (consumer) marketing, e.g.:

• PR & communication managers

• consumer researchers

• product/brand managers

• marketing consultants

• consumer insights managers