COURSE CURRICULUM

The MSc in Marketing Management at Rotterdam School of Management offers a curriculum designed to provide both a strong foundation in marketing principles and specialised knowledge through elective tracks. Core courses cover essential areas such as Consumer Behaviour, Consumer Marketing Research, Marketing Strategy, Marketing Strategy Research, Thesis Topic Development, MM Thesis Clinic, and the master’s Thesis, equipping students with analytical, research, and strategic skills essential for marketing careers.Students can tailor their studies through two elective tracks. The Brand & Product Management track focuses on areas such as Advertising and Communication, International Product Management, Choice Architecture, Neuromarketing, Marketing of New Products, Pricing: Creating and Capturing Value, Customer Centricity, Brand Development, Customer Experience Management, Sales Force Leadership, Noise, and Digital Marketing & Analytics. This track emphasizes managing brands, developing products, and creating impactful customer experiences.The Digital Marketing & Analytics track emphasises data-driven marketing and digital strategies. Courses include Marketing Analytics, Neuromarketing, Big Data Analytics for Marketing Insight, Pricing: Creating and Capturing Value, Online Customer Behaviour in the Age of Disruption, Digital Footprints of Consumer Preferences, Sales Force Leadership, and Noise. This track equips students with skills to analyse consumer behaviour, leverage digital tools, and make evidence-based marketing decisions.Overall, the program combines core marketing knowledge with practical and research-oriented learning, allowing graduates to apply insights strategically across consumer, brand, and digital marketing domains. It prepares students for international marketing careers in roles such as account manager, product manager, marketing analyst, or advertising strategist, combining academic excellence with practical skills in a globally-oriented learning environment.