Marketing - Master's Programme in Business and Management

Academic year 2023/2024

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In the marketing specialisation of the Master's programme in Business and Management, you will learn how to understand and analyse different types of markets. You will increase your understanding of the factors affecting actor interaction in a B2B market; different perspectives on product, service and value creation. The programme prepares you for roles such as account manager, business developer, analyst, brand manager, consultant, or academic researcher.

Why this programme?

The Master's Programme in Business and Management, specialising in Marketing, is designed to provide you with the analytical and critical thinking skills you will need to overcome challenges in consumer and industrial markets - and to understand marketing from a service perspective. You will learn to present your results and conclusions convincingly, build a foundation in classical theory as well as current research in the field, and have extensive opportunities to put that theory into practice.

Programme 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 will also benefit from Sweden's stellar reputation for social responsibility - values that inform all of our Master's programmes.

Student profile

You have an interest in issues related to companies and organisations in a global context. You thrive in an international environment with representatives from different academic, cultural and professional backgrounds.


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).

All specialisations of this programme

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Read the interview
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Name: Joel Samuelsson
From: Gothenburg, Sweden

How did you choose your programme?
I applied to this programme to broaden my knowledge in marketing and to strengthen my CV, and visit a new city. Before I started studying at Uppsala University, I was a student at Lunds University where I did a Bachelor’s in economics and a year of freestanding courses in other subjects that interested me.

What is the best thing about studying at Uppsala University?
The best thing, I think, has been the opportunities to get in contact with the industry. In some courses, we’ve had projects with big companies such as Unilever and L’Oréal where we’ve gotten to apply our theoretical knowledge on practical cases. It shows that Uppsala University is a renowned university with a great network of contacts in the industry.

What has been most challenging?
I’ve found that the most challenging is to, during a short period, tackle all the literature for every course. The solution has been to learn how to structure your studies. To learn what tricks works for you in terms of how to get through a lot of articles during a short amount of time, and to work with your course mates. Often, we worked together to read articles and summarise and analyse them together. It gave us different perspectives and angles of approaches to the problems.

Describe the student life!
I am and have been active in the student life during all my semesters as a student, both in Uppsala and in Lund, and that’s because I find it so incredibly fun and rewarding in so many ways! You get to do so much fun stuff, get friends for life, and gain so much useful knowledge that just can’t be learned at a desk. I think being active in the student life improves your studies and gives you an advantage when entering work life, in regards to having a wide network and practical experience.

What is your ultimate goal with your studies?
My goal is to gain even more knowledge and experience within business studies in general and specifically marketing. Hopefully, it is something that will give me competitiveness when I start to apply for jobs. The third semester during the programme has really with that, as I got the opportunity to do a very rewarding internship.

Do you have any tips for future students?
Firstly, Uppsala is an incredibly fun city to be a student in! It’s cosy, offering great education and fun student life. Although, you have to be prepared for a different pace when studying at the Master’s level. With that said, I advise you to plan your days for when you’re supposed to study and what time to allocate the different projects. During a lot of courses you have to do multiple projects at the same time, which takes good planning and structure. If you do it right you’ll have time over to enjoy student life and, maybe, even work a little.

Three quick questions:
What is your favourite place in Uppsala?
As I’m from the west coast, the Fyris river is as close to a sea view as I’ll get.

What is your favourite student tradition at Uppsala University?
The Walpurgis-weekend!

Where is the best place to study?
The absolute best, is the dark room at Campus Ekonomikum! Especially when the fire is lit. A lot of hours have also been spent in the quiet room at Campus Gamla Torget.

Autumn 2021.

Register your interest


As a student in the marketing specialisation, you will study both theoretical and practical perspectives - gaining insight into how customers use information and make decisions, how companies interact with other market actors to develop new products, and how organisational choices affect customer relations.

Students follow a fixed study route, which means that courses must be taken in the prescribed order. During your first year, you will take courses with all the students in the Master's programme, covering strategy, societal challenges such as digitalisation, globalisation and sustainability, scientific method, business theories and leadership. You will then take 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 the second semester.

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

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

Courses within the programme

First semester

Strategy and contemporary issues, 15 credits

Theories in business and management, 7.5 credits

Scientific methods in business research, 7.5 credits

Second semester

Contemporary leadership challenges, 7.5 credits

Markets and marketing, 7.5 credits

Service logic in marketing, 7.5 credits

Managing business relationships, 7.5 credits

Third semester

Elective courses/Internship/International Exchange, 30 credits

Fourth semester

Master's thesis, 30 credits

Learning experience

The Marketing specialisation takes a comprehensive and practical instructional approach, with a variety of teaching methods, including lectures, seminars and case studies, and gives you insights into industries.

You will 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. The scheduled teaching takes only a small part of the weeks, which means you need to study a lot on your own outside the classroom and take personal responsibility for your learning.

The programme also gives you experience with multiple assessment methods, such as 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 Master's Programme in Business and Management, specialising in Marketing, gives you the ability to analyse and manage current industry challenges and prepares you for several roles after graduation. The programme prepares you for marketing-related work in professional roles such as account manager, business developer, market analyst, business area manager, brand manager, marketing consultant, project manager, entrepreneur, or as researcher in academia.

Our alumni work at, for example:

  • Accenture
  • Deloitte
  • EY
  • Facebook
  • Attendo
  • H&M
  • SAAB
  • BMW Financial Sercives
  • Northvolt
  • Didner & Gerge Fonder AB
  • UniLever
  • LOréal
  • Sandvik

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.

Career support

During your time as a student, UU Careers offers support and guidance. You have the opportunity to take part in a variety of activities and events that will prepare you for your future career. Learn more about UU Careers.


Please note that this information applies to the international admissions round only.

Below you will find details about eligibility requirements, selection criteria and tuition fees. For information on how to apply and what general documents you need to submit, check the application guide. Besides the general supporting documents that you must submit, you can also submit one programme-specific document: a GMAT test result.

A GMAT test result is not mandatory. If you choose to submit it, you need to submit a copy of your GMAT test result at Additionally, you also need to send a digital copy of the Official Score Report directly to Uppsala University. If you apply for more than one programme at Uppsala University, only one Report is needed. It may take up to a couple of weeks for the Report to reach us. The last day to send in supporting documents is also the deadline for us to receive the Reports. Please plan ahead and send your Report in time. We will only look at your GMAT total score. The test result must not be older than five years on the last day of 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 their current university stating a date of expected graduation and courses remaining before the application deadline of the Master's programme.

If you are in your final year of Bachelor's studies, the entry requirements for Bachelor's degree must be fulfilled no later than the start of the programme. You show that you fulfil the requirements by submitting a copy of your diploma and/or transcript. Read more in the application guide.


120 credits

Autumn 2023, 100%, Campus

Location: Uppsala

Application deadline: 16 January 2023

Application 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

Proficiency in English equivalent to the Swedish upper secondary course English 6. This requirement can be met either by achieving the required score on an internationally recognised test, or by previous upper secondary or university studies in some countries. Detailed instructions on how to provide evidence of your English proficiency are available at

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 50,000

Tuition fee, total: SEK 200,000

Contact and further resources


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

+46 18 471 13 73

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

Department of Business Studies

Ekonomikum Kyrkogårdsgatan 10, ingång C 751 20 UPPSALA

Box 513, 751 20 UPPSALA

018-471 1976

Programme start and registration


If you are admitted without conditions you register by sending an e-mail to stating that you intend to register on the programme, no later than 21 August.

Remember to include your name, personal number and what programme you are admitted to.

Registration for those admitted with conditions (AV, VI)

If you are admitted with conditions you register in two steps:

  1. Upload your degree diploma and complete transcription to your University Admission account, as soon as possible:
  2. Sending an e-mail to stating that you intend to register on the programme, no later than 21 August. As soon as the admission office have removed your conditions regarding Bachelor's degree you will be registered. Remember to include your name and what programme you are admitted to.

Registration for those who are required to pay tuition fee (SV)

If you are required to pay tuition fee, you need to pay the fee before you will be allowed to register on the courses.

  1. Pay your tuition fee. It must be received by Uppsala University no later than 1 June.

  2. Send an email to stating that you intend to register on the course no later than 21 August. Please include your name, p-number and what programme and track you are admitted to.

  3. If you could not show that you had payed your fee during step 2, you need to prove that no later than 28 August 08:00 CET. You do this by sending an email to

Last modified: 2022-10-27