Marketing - Master Programme in Business and Management 2019/2020

Photo for Marketing - Master Programme in Business and Management 2019/2020

The Marketing specialisation offers in-depth study in the field, preparing you for a central role in creating, capturing, communicating and sustaining value - whether you work for a company or organisation, become an entrepreneur or continue your academic career. In this specialisation, practical experience and cutting-edge research come together and contributes to a deeper knowledge of the context that conditions the management and planning of marketing and prepare you for meeting the growing demand of the global job market.

Why this programme?

This specialisation is designed to provide you with the analytical and critical thinking skills you'll need to overcome challenges in consumer and industrial markets - and to understand marketing from a service perspective. You'll learn to present your results and conclusions in a convincing manner, you'll build a foundation in classical theory as well as current research in the field - and you'll have extensive opportunities to put that theory into practice. Benefits include:

  • A curriculum that offers both a solid theoretical basis and practical experience, combining hands-on assignments and case studies with Uppsala University's strong tradition of cutting-edge research
  • Our comprehensive and varied instructional approach, including student-led discussions and close relationships with faculty members who are experts in the field
  • An optional internship or the opportunity to study abroad at one of our partner universities
The specialisation is run by the Department of Business Studies, home to researchers who lead their fields in the areas of corporate entrepreneurship, industrial marketing, institutional analysis, international business and more. You'll also benefit from Sweden's stellar reputation for social responsibility - values that inform all of our Master programmes.

Student profile
The student body of this programme currently looks like this:
  • Even distribution of female and male participants
  • Diverse academic, cultural, and professional backgrounds
  • Interested in issues related to companies and organisations in a global context
  • Applicants from 85 different countries in 2017


The programme leads to a Master of Science in Business and Economics (120 credits) with Business Studies as the main field of study. If you choose to finish your studies after one year with a 15 credit thesis you will receive a Master of Science in Business and Economics (60 credits) with Business Studies as the main field of study.

All specialisations of this programme


As a student in the Marketing specialisation, you'll go in-depth with study from both theoretical and practical perspectives - gaining insight into how customers use information and make decisions, how companies interact with each other to innovate and develop new products and how organisational choices affect customer relations.

During your first year, you'll take courses common to all students in the programme - covering business issues, the global firm, the scientific method and more - as well as courses that are specific to your Marketing specialisation. (If you choose to finish your studies after one year, you will instead complete a 15 credit Master's thesis.)

In your third semester, you'll choose between an internship at a commercial or other type of organisation, elective courses at Uppsala University or an international exchange at one of our partner universities around the world.

You'll spend the fourth and final semester writing your 30 credit Master's thesis, an in-depth study on a topic in the field of marketing.

Courses within the programme

First semester
Business Analysis and Managerial Action
The Global Firm
Consumer Marketing
Scientific Methods in Business Research

Second semester
Markets and Marketing
Service Logic in Marketing
Business to Business Marketing

Learning experience

Your Marketing specialisation takes a comprehensive and practical instructional approach, with a variety of teaching methods - including lectures, seminars and case studies, and give you insights in industries. You'll work in teams and learn to manage group dynamics - critical skills for your future career. You will also have the opportunity to present and lead your own discussions in both small and large groups.

Your programme also gives you experience with multiple assessment methods - oral and written, individual and group - preparing you to work at a management level within the private or public sector.

The programme is offered in Uppsala and all courses are taught in English. The programme follows a fixed study route, which means that courses must be taken in the prescribed order.


Your specialisation in marketing offers both a solid theoretical and practical foundation in the field - giving you the ability to analyse and manage current industry challenges and preparing you for a number of roles after graduation. You might choose to work as a manager, marketer or business analyst for an organisation, become an entrepreneur or continue your academic career.

Read about what some of our former students have done after they graduated, and how they feel about their education at our Department of Business Studies.

Read an interview with Isabel Wahlgren, a graduate of the Master Programme in Business and Management.

Career support
When you are about to finish your studies and want to start planning for your next step in life, you are welcome to UU Careers for support and guidance. You are also welcome to a variety of career activities and events all through your stay at Uppsala University. Of course, the services are free of charge. Learn more about UU career support.


You should submit a copy of your GMAT test results on and the test centre should also send the test results directly to Uppsala University. If you apply for more than one programme at Uppsala University you only need to submit your test results once. The deadline for receipt of supporting documentation is 1 February. Please note that it might take up to 20 days for your Official Score Report to be available to us. We only look at the GMAT total score. The test results must not be older than five years on the last day for application.

Applicants who do not hold a Bachelor's degree, but are registered for the last semester of a programme leading to such a degree, shall submit an official document from your current university stating a date of expected graduation and courses remaining before the application deadline of the Master's programme. Detailed instructions can be found on

The entry requirements (Degree Certificate) must be validated when the semester starts.


120 credits

Autumn 2019 - 100 % - Campus

Location: Uppsala

Application Deadline: 2019-01-15

Enrolment Code: UU-M2113 Application

Language of Instruction: English

Academic requirements
A Bachelor's degree, equivalent to a Swedish Kandidatexamen, from an internationally recognised university.
Also required is 90 credits in business studies.

Language requirements
All applicants need to verify English language proficiency that corresponds to English studies at upper secondary (high school) level in Sweden ("English 6"). This can be done in a number of ways, including through an internationally recognised test such as TOEFL or IELTS, or through previous upper secondary (high school) or university studies.
The minimum test scores are:

  • IELTS: an overall mark of 6.5 and no section below 5.5
  • TOEFL: Paper-based: Score of 4.5 (scale 1–6) in written test and a total score of 575. Internet-based: Score of 20 (scale 0–30) in written test and a total score of 90
  • Cambridge: CAE, CPE
More information about English language requirements

Selection: Students are selected based on:

  1. GMAT test result
  2. Higher education credits (maximum 285 credits)
Students with a GMAT test result have priority.
Tuition fee-paying students and non-paying students are admitted on the same grounds but in different selection groups.


If you are not a citizen of a European Union (EU) or European Economic Area (EEA) country, or Switzerland, you are required to pay application and tuition fees. Fees cover application and tuition only and do not cover accommodation, academic literature or the general cost of living. Read more about fees.

Application Fee: SEK 900

Tuition fee, first semester: SEK 50000

Tuition fee, total: SEK 200000

Contact and further resources

Department of Business Studies

Ekonomikum, Kyrkogårdsg. 10, ingång C

Box 513, 751 20 UPPSALA

Telephone: 018-471 1976

Fax: 018-471 6810 Fax: 018-471 7218


For programme-specific information, please contact: Department of Business Studies, Study Counsellor

Telephone: +46 18 471 13 73

For general information about Master's studies at Uppsala University, please send an email to: