Master's Programme in Business and Management – Marketing

120 credits

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.

Autumn 2023 Autumn 2023, Uppsala, 100%, On-campus, English

Autumn 2024 Autumn 2024, Uppsala, 100%, On-campus, English

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 the following.

  • 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 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).

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

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. 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 Services,
  • Northvolt,
  • Didner & Gerge Fonder AB,
  • Unilever,
  • L'Oréal,
  • Sandvik.

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.


All specialisations of this programme