Course ObjectiveAcademic 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
Bridging Theory and Practice
• 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.
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 ContentYour 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 MethodsIndividual and/or group meetings
Method of AssessmentThesis (including video pitch) – Individual assessment
Entry RequirementsIn 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.
LiteratureThe thesis manual
Academic articles relevant to the topic of the thesis
Target AudienceMSc Marketing students
Recommended background knowledgeRelevant courses regarding the topic of your choice as well as
methodology courses relevant to your research design and method.
|Period||Ac. Year (sept)|
|Language of Tuition||English|
|Faculty||School of Business and Economics|
|Course Coordinator||dr. K.M.T. Millet|
|Examiner||dr. K.M.T. Millet|
You need to register for this course yourself