M.Sc. On Campus

Digital Marketing (Business Administration)

University of Amsterdam

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


In the Digital Marketing (Business Administration) programme of the University of Amsterdam, you explore the impact of the digitised business environment on marketing processes and customer value creation. This track is one of the nine tracks you can opt for in our Master's in Business Administration.


Help organisations benefit from digital technology

The rapidly changing and digitised marketing environment creates new challenges and opportunities for the creation of customer value. In the Digital Marketing track, you explore a wide variety of phenomena related to the link between digitisation and marketing, from multichannel marketing and online customer journeys to social media and marketing analytics.

The Digital Marketing (Business Administration) programme of the University of Amsterdam has a strategic focus, in the sense that it analyses how current technologies affect the development and implementation of marketing strategy. Furthermore, it explores how digital data and marketing analytics can serve as instruments to improve marketing decision-making.

Theory and practice

Virtually every organisation faces the challenges and benefits of digital developments on a daily basis, so you will explore the links between academic concepts and the real-life business environment throughout the track. Business partners like Google, ING and Starbucks offer guest lectures and business cases, which you will tackle with your fellow students.

Career prospects

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

  • online customer experience managers
  • market analysts
  • online retail managers
  • social media analysts
  • content/website marketers

Programme Structure

Courses include:

  • Theories of Marketing
  • Theories of Digital Business
  • Theories of Strategy
  • Business Seminar and Professional Skills
  • Consumer Behaviour
  • Digital Marketing and Analytics

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

  • 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
  • GRE or GMAT 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

Digital Marketing (Business Administration)
University of Amsterdam


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