Master of Science in Marketing and Consumption
In this education, we address issues related to sustainability. The content of the course or program fits into at least one of our 10 sustainability criteria. For you as a student, the sustainability label means guidance, quality assurance, and a guarantee that courses or programs contain a pronounced sustainability perspective.
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
- Perspectives on Consumer Choice Behavior
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.
Who should apply?
- Are you interested in understanding how marketing and consumption can address sustainability challenges?
- Are you intrigued by how marketing affects consumers and their behaviour?
- Do you see yourself working in a fast-paced, dynamic international corporation?
If you’re interested in learning about the role of marketing and consumption in contemporary society and how it can address current social, economic, and sustainability challenges, then apply for the master’s programme in Marketing and Consumption.
Prerequisites and selection
General Entrance Requirements A Bachelor's degree (equivalent to 180 ECTS credits) from an internationally recognizeduniversity and English 6/English B from Swedish upper secondary school or the equivalent levelof an internationally recognized test. For more information about general entrance requirementssee www.universityadmissions.se (English) and www.antagning.se (Swedish). Programme Specific Entrance Requirements A) a minimum of 30 credits of courses in Business Administration or B) a minimum of 15 credits in Business Administration and 15 credits in subject areas related to Sociology, Psychology, Communication, or Economics. In addition to A and B, the applicant's university education must include a minimum of 15 credits in Statistics or 7,5 credits in Statistics and 7,5 credits in Quantitative Methods and/or Mathematics.
Applicants who meet the entrance requirements (general and programme specific) are divided into two groups. First, all places are allocated to applicants in group 1. If any places are left they are distributed to applicants in group 2.
Group 1 (prioritized)
Group 1 is applicants with a GMAT score. Applicants are ranked by their GMAT score result. For further information: minimum accepted GMAT score, last day to write test etc.
It is not mandatory to submit a GMAT score, but having a GMAT score that reaches the minimum will give you priority in the admission. Applicants with test results that do not meet the minimum are placed in selection group 2.
Group 2 (secondary)
Group 2 is applicants ranked by number of university credits (ECTS credits). Applicants are ranked by number of credits reported on the last day for application (max. 165 ECTS credits).
If several applicants have the same number of credits the selection of students is made by ballot.
Graduates of the programme receive a degree of Master of Science in Marketing and Consumption.
Due to our cutting-edge research focus, the programme is excellent preparation for PhD studies. Additionally, the public sector is increasingly aware of marketing needs, making public sector jobs a growing opportunity. There are also opportunities in the private sector, for example we have graduates working in leading companies in Sweden and internationally, such as Forsman & Bodenfors, Santa Maria AB, Unilever, L’Oréal, SEB, ELLOS, and Essity.
The following titles are common among graduates
Media planner and assistant planner, marketing and digital marketing coordinator, marketing assistant, trade marketing professional, transport manager, eBusiness specialist.
The School of Business, Economics and Law is located at one end of Vasagatan, closest to Haga, and at Viktoriagatan 13. The building at Vasagatan houses the Economics Library, which is several floors high and offers many study places. The building is usually nicknamed "Handels".
Many of our students choose to go on exchange. By studying abroad, you will be given the opportunity to experience a new academic environment, new culture and gain new experiences and perspectives. The School of Business, Economics and Law and the University of Gothenburg collaborate with a large number of partner universities all over the world. Please visit International office for more information.