Marketing and Consumption

In society today, it is increasingly important not only to understand the traditional field of marketing, but also to be knowledgeable about changing consumption patterns in a dynamic and complex marketplace.

The Master of Science programme in Marketing and Consumption offers cutting-edge courses that focus on the role of marketing and consumption in contemporary society, its cultural underpinnings and global dimensions. Its curriculum gives students a great opportunity to develop strategic thinking and top quality skills in marketing and consumption to pursue a successful career in the domains worldwide.

MSc Programme Coordinator: Associate Professor Peter Zackariasson

Deputy MSc Programme Coordinator: Senior Lecturer Cecilia Soler

Administrative Coordinator: Ellen Morris

About the programme

The programme is targeted at students who choose to enrol immediately after completing their undergraduate degree and also students who choose to enrol after acquiring some work experience.

Focus on understanding customers on a global marketplace
Due to a large variety of consumer needs and wants, the marketplace is dynamic and ever-changing - with new products being launched regularly as companies compete for consumer attention and loyalty. The Marketing and Consumption programme is ideal for students who want to gain expertise in an area that is critical to being successful in any market - understanding customers! Thorough knowledge of customers provides the students with a distinct advantage over the graduates of most other business programmes.

The programme deals with regional, national, as well as global aspects, with emphasis on issues concerning sustainable consumption and competitive advantage. Also, the programme offers an appealing study environment - a mix of students with different educational backgrounds, nationalities, and work experiences enriches the studies as well as prepares the students for a successful international career. Up-to-date, real world cases are used and analysed in close co-operation with the surrounding society and companies.

Tailor the programme to suit your particular interests!
Students will have excellent opportunities to tailor the programme to suit their particular interests, be it in consumption development, sustainable marketing, branding and communication, business leadership, marketing strategy, tourism marketing, or logistics. Are you interested in how to create brand loyalty? Focus on our courses in branding and communication! Do the how´s and why´s of consumer motivations and preferences intrigue you? Choose our courses on consumer behaviour! Do you want to know how strategic marketing programmes can improve company effectiveness? Then, our courses in strategic marketing are the thing for you!

Faculty reputation in marketing and consumption
The marketing faculty at the Graduate School 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 highly experienced and qualified professors. Marketing is the dominating 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 science.

Career prospects - excellent preparation for a career in business, in the public sector, or for Ph. D. studies
After having completed the Master of Science Programme in Marketing and Consumption, students can choose different directions depending on their domains of interest, i.e., in the private industry or in the public sector. Our graduates will be able to assume leading positions within the private sector, such as

• Strategic Marketing Analyst (analyse new markets and open new ways to develop companies and growth strategies)
• Product/Brand Manager (be responsible for a brand in different geographical areas)
• Director of Marketing for larger groups of companies (operate nationally as well as globally)
• Managing Director (focus on leadership and strategic development) A successful career within the public sector awaits graduates, e.g. the Swedish Government and the Government Offices of Sweden, as a specialist in international issues, within the EU institutions, etc.
   

Furthermore, the programme offers a rigorous academic curriculum that gives an excellent preparation for Ph. D. studies and - in the future - a successful career in academia.

The marketing faculty of the Graduate School welcomes you to join our programme and wishes you an excellent study period!