M.Sc. On Campus

Consumer Marketing (Business Administration)

12 months
17295 EUR/year
2168 EUR/year
Tuition fee
Apply date
Start date


In the Consumer Marketing (Business Administration) programme of the University of Amsterdam, you gain an in-depth understanding of consumer characteristics, behaviours and motivations as inputs for effective marketing strategies. This track is one of the nine tracks you can opt for in our Master's in Business Administration.


Help organisations improve their marketing through better consumer insight

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 Consumer Marketing (Business Administration) 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

Programme Structure

Courses include:

  • Theories of Marketing
  • Theories of Digital Business
  • Theories of Entrepreneurship and Innovation
  • Consumer Behaviour
  • Consumer Research in Marketing
  • Business Seminar and Professional Skills

Key information


  • Full-time
    • 12 months

Start dates & application deadlines




On Campus

Academic requirements

GRE admission requirements GRE®
152 (quantitative)
GMAT admission requirements GMAT

Other requirements

General requirements

Your academic Bachelor’s degree requires:

  • An academic Bachelor's degree (BSc or BA) in (International) Business Administration or related.
  • Quantitative research oriented courses (intermediate/advanced) must be included in the Bachelor's curriculum up to an equivalent of a minimum of 10 ECTS.
  • Applicants must also have completed intermediate/advanced business courses in at least 2 of the following fields: strategy, international management, organisation, marketing, leadership, entrepreneurship or organisational psychology up to an equivalent of a minimum of 15 ECTS.

English language proficiency

GMAT or GRE scores

A motivation letter

Tuition Fee

To alway see correct tuition fees
  • International

    17295 EUR/year
    Tuition Fee
    Based on the tuition of 17295 EUR per year during 12 months.
  • EU/EEA

    2168 EUR/year
    Tuition Fee
    Based on the tuition of 2168 EUR per year during 12 months.

Living costs for Amsterdam

1000 - 1500 EUR /month
Living costs

The living costs include the total expenses per month, covering accommodation, public transportation, utilities (electricity, internet), books and groceries.


Studyportals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

Our partners

Consumer Marketing (Business Administration)
University of Amsterdam


Go to your profile page to get personalised recommendations!