Course Objective

Academic Skills
Ability to demonstrate a command of all the academic research skills
necessary to make (academic, managerial and societal) relevant
contributions to the marketing discipline.

Ability to explain specialized, marketing-related theory published in
top academic marketing journals, as state-of-the-art in thinking about
the discipline.

Bridging Theory and Practice
Ability to
• examine complex real-life marketing case problems from different
(theoretical) perspectives and design well-founded, substantiated
• apply marketing theory and relevant methods in real-life situations.

Professional/social Skills
Ability to present in English (both orally and in writing) to both
academics and professionals.

Broadening your Horizon
Ability to formulate your own opinion on Master’s related issues within
society, your outlook including both economic interests and
environmental, societal and ethical concerns.

Ability to take responsibility for your own learning and knowledge.

Course Content

Your Master Thesis (18 EC) is the ultimate individual examination which
marks the culmination of your master's program in Marketing. Being the
final frontier of your MSc program, the thesis builds on preceding
courses and challenges you to both integrate the marketing knowledge and
research skills you have acquired so far en develop a novel insight into
the marketing discipline. To that end you will individually perform an
academic research project on a specialized marketing-related topic of
your choice. You will present a comprehensive, in-depth study that
includes both a conceptual framework as well as an empirical research
that tests the relationship proposed. The thesis is a written document,
much like the academic articles you have studied throughout the program.
In addition, you will present your work in a video pitch that
communicates the essence of your work in a concise and persuasive way to
a professional audience.

Teaching Methods

Individual and/or group meetings

Method of Assessment

Thesis (including video pitch) – Individual assessment

Entry Requirements

In order to start the thesis, students must have successfully completed
2 out of 4 courses of period 1 and 2 (12 EC), of which one course is
Customer and Marketing Analytics.


The thesis manual
Academic articles relevant to the topic of the thesis

Target Audience

MSc Marketing students

Recommended background knowledge

Relevant courses regarding the topic of your choice as well as
methodology courses relevant to your research design and method.

General Information

Course Code E_MKT_THS
Credits 18 EC
Period Ac. Year (sept)
Course Level 500
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. K.M.T. Millet
Examiner dr. K.M.T. Millet
Teaching Staff

Practical Information

You need to register for this course yourself