Master of Science in Marketing and Consumption
The master's programme in Marketing and Consumption explores marketing, branding, meeting sustainability challenges, and understanding consumers in a global marketplace. It targets you who want to learn about the role of marketing and consumption in contemporary society, its cultural underpinnings, and global dimensions. Through cutting-edge, research-based courses, it gives you an opportunity to develop strategic thinking and top-quality skills in marketing and consumption.
The marketplace is dynamic and ever changing, with continuous product launches competing for consumer attention and loyalty. The master’s programme in Marketing and Consumption is ideal for you who want to gain expertise in a critical area for success—understanding customers and how to respond to changing customer needs. A work skill that we believe is a decisive success factor in your future career.
Tailor your education to suit your particular interests
The programme deals with regional, national, and global aspects of sustainable consumption, consumer behaviour, and maintaining a competitive advantage. An international group of students with different educational backgrounds and work experiences will enrich your studies and prepare you for a successful international career. Recent theoretical developments in marketing are combined with up-to-date, real-world cases analyzed in close cooperation with the surrounding society and companies. In addition to the core courses providing foundational knowledge, you will have the opportunity to choose between a variety of elective courses to tailor your learning experience, for example in consumer decision-making, service design, or digital marketing. It is also possible to choose courses in other fields, such as management and tourism. Additionally, you will have the opportunity to spend a semester abroad at one of our high-quality international partner universities.
Faculty reputation in marketing and consumption
The marketing faculty at the School of Business, Economics and Law enjoys a reputation as one of the best in Sweden in both research accomplishments and classroom tuition. The programme offers up-to-date courses by experienced and qualified professors. Marketing is an important field within business administration at the School of Business, Economics, and Law in Gothenburg, and over the years, thousands of satisfied students have obtained their diplomas in marketing.
Around 70% of our graduate students from 2019 had a job offer within 2 months after graduation.
A focus on sustainability
Knowledge about sustainability challenges and sustainable development is highly demanded in the marketing profession. The master’s programme in Marketing and Consumption has a long-standing reputation for addressing sustainability in marketing, with dedicated courses for more than fifteen years. The competence you will gain through an in-depth understanding of sustainability marketing will give you an edge in your future career.
You will be part of a multicultural classroom. An international atmosphere allows you to experience other cultures, improve your communication skills, and build a global network of friends. Also you will have ample opportunities for exchange studies. More programme specific information about possibilities to study abroad can be found under Exchange opportunities.
Programme structure and content
Throughout the programme, you will experience a wide range of learning activities including case-work, lectures, seminars, labs, and presentations. Many courses include prominent guest lecturers from our partner companies and other organizations.
You will gain foundational knowledge in eight mandatory courses:
• Marketing in the Service Economy
• Sustainable Marketing Management
• Consumption and Markets
• Multivariate Data Analysis
• Advanced Qualitative Methods
• Branding and Consumption
• Retail Marketing and Creating
• Developing and Dissolving Business Relationships
You will also have the opportunity to specialize in an area of your interest with elective courses from marketing or other disciplines, such as events and tourism, logistics, innovation management, and international business. The programme culminates with your master’s thesis.