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What will I learn?

The double degree programme combines the expertise in Marketing Analytics and Data Science (MADS) (formerly known as Marketing Intelligence) from Groningen with the expertise on Strategic Marketing from the BI Norwegian Business school in Oslo.

In Groningen, you will be educated thoroughly on methods that allow them to analyse and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the Marketing Analytics and Data Science (MADS) profile are used as a basis for making research-based strategic and tactical marketing decisions.

The second part in Oslo is based on three central topics: marketing theory, statistical methods and the financial implications of marketing investments. You will learn how to oversee the market research that provides the knowledge to guide your decisions on a wide range of issues, ranging from which markets to target and which new products to develop, to what price will optimise sales and what communication themes and channels will best build brand value.

All students will write a Master's thesis (20 ECTS) in Groningen and a research paper (10 ECTS) in Norway. You will receive two degrees: an MSc in Marketing with Marketing Analytics and Data Science (MADS) profile and an MSc in Strategic Marketing Management.

Why study this programme in Groningen?

You can earn two Master's degrees by studying in Groningen and at a top university abroad - BI Oslo University in only two years. You will learn about marketing analytics and data science and strategic marketing management in an international environment.

Our Marketing department is among the top 5 Marketing departments in Europe. All programmes are research-based, combining lectures by high-quality lecturers teaching course units related to their research with, for example, guest lectures, rea

Moreover, the programme is internationally accredited, guaranteeing high-quality education that meets both the AACSB and EQUIS standards, a status achieved by only one percent of business schools worldwide.

Job prospects

After completing the programme, you will be qualified for a range of positions in international, multinational or transnational companies.

Because all our programmes are EQUIS and AACSB accredited, a standard which only one percent of universities worldwide achieve, your degree will be highly valued on the labour market.

Job examples

  • Brand or Product manager (national or international)
  • Strategic marketing consultant (national or international)
  • Market researcher
  • Customer relations manager
  • Market intelligence expert
  • Researcher at a university (Research Master's & PhD programmes)
  • Data scientist

Which department am I in?

Faculty of Economics and Business

Study options

Full Time (24 months)

Tuition fees
€14,816.00 (12,10,458) per year
Start date

Expected September 2022


University of Groningen

Broerstraat 5,


9712 CP, Netherlands

Entry requirements

For students from United States

Applicants must have Bachelor's degree. Additional requirements English: A VWO diploma or a subject certificate for VWO English (mark 6 or higher), minimum requirement of TOEFL iBT 90 (with a minimum of 21 on all items), or IELTS 6.5 (with a minimum of 6 on all items). Language Centre English Test (LCET) level C1 (B2 for no more than two components). Cambridge C1 Advanced or C2 Proficiency with a minimum score of 180.

For international students

To be eligible for admission to this double degree programme, you can not apply for this programme as such, but you first need to follow the MSc Marketing (with the specialization MI). After the first semester you can apply for the add-on year in Oslo. Selection will take place based on grades and motivation.

Grade list: A certified grade list(s) is considered in the evaluation.

Certified competences: A GMAT/GRE test is required from all candidates who obtained their bachelor's degree from a university in a non-EU/EEA country.

Open to students on the Marketing Intelligence track of the MSc in Marketing with an average grade of at least 7.2

IELTS Academic overall score 6.5 (Speaking 6, Writing 6.5); TOEFL internet-based overall score 90 (Speaking 20, Writing 24); C1 Advanced, C2 Proficiency (with minimum score 180); University of Groningen Language Centre Test (Speaking B2, Writing C1).

*There may be different IELTS requirements depending on your chosen course.


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