Master's Programme in Business and Management – Marketing

The Marketing specialisation equips you with a powerful combination of analytical expertise and critical thinking, preparing you to navigate rapidly changing markets with confidence. You will explore marketing from contemporary perspectives, grounded in both classic marketing theory and cutting-edge research.

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; and
• 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

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

Career

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 Services
• Ragn-Sells
• Didner & Gerge Fonder AB
• Unilever
• L'Oréal
• Sandvik.
  

Content

As a student in the Marketing specialisation, you will learn contemporary and classic theoretical perspectives for analysing and applying on practical situations in actual market contexts. You will gain insights into how market actors use information and make decisions and how they interact with other actors to develop businesses, offerings and relationships. You will develop an understanding for what works in marketing and why. You will also strengthen your abilities to communicate insights clearly and convincingly.

Students follow a fixed study route, which means that courses must be taken in the prescribed order. During the first year, you will take courses with all the students in the Master's programme. These cover strategy, business theories, scientific method, and contemporary societal challenges such as digitalisation, globalisation and sustainability. 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. These include lectures, seminars and case studies, and gives you insights into industries.

You will work in teams and learn to manage group dynamics, which is a critical skill for your future career. You will also have the opportunity to present and lead your own discussions in both small and large groups. Scheduled teaching is only a small part of your studies, 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.

Degree

The programme leads to the degree of Master of Science in Business and Economics (120 credits) with Business Studies as the main field of study. After one year of study, it is possible to obtain a degree of Master of Science in Business and Economics (60 credits).