COURSE CURRICULUM

The Marketing Analytics and Customer Insights master’s program is structured to provide a balanced curriculum across three core areas: marketing management, customer experience, and customer insights, each comprising roughly one-third of the program. The curriculum is organised into five blocks, combining core courses, electives, seminars, and the master thesis to ensure comprehensive theoretical and practical learning.In Block 1, students take core courses in each area: Branding & Product Management (Marketing Management), Managing Omnichannel Experiences (Customer Experience), and Customer Intelligence (Customer Insights). Block 2 builds on this foundation with electives such as Marketing & Sales Alignment, Engaging Customers Through Digital Marketing, and Marketing Analytics and Data Visualization, which provide tools for analysing data, understanding customer behaviour, and aligning marketing strategies with business objectives.Block 3 is dedicated to the Seminar on Strategic Marketing Leadership, where students deepen their understanding of leadership in marketing contexts while simultaneously preparing for the master thesis. Block 4 offers elective seminars to allow further specialisation, including Sustainable Marketing, Global Marketing, Designing New Products and Experiences, and Leveraging Insights to Create Customer Value, alongside continued work on the master thesis.Block 5 is entirely devoted to the master thesis, giving students the opportunity to conduct independent research, integrate their learning across all areas, and develop actionable insights for marketing strategy and customer experience.Overall, the program equips students with the knowledge and skills to make evidence-based marketing decisions, innovate customer experiences, and leverage insights to create value for customers and organisations alike. Graduates are prepared to take on leadership roles in marketing, customer experience management, and analytics-driven decision-making in dynamic business environments.