The Marketing and Consumer Behaviour program is unique in the Netherlands because it allows students to combine the depth of a specialisation in either marketing or consumer behaviour with complementary fields, such as consumer behaviour, marketing, (organic) agriculture, sensory science, and research methodology. Students learn to apply their knowledge in the food- and agribusiness domains. During BSc theses students are guided by scientific staff to apply state-of-the-art theory to solve (practical) contemporary issues. During MSc theses students work with scientific staff to contribute to science. During internships students gain experience by working with and within companies. Part of the internship is a research report that solves a (practical) contemporary problem for the company.
Students are introduced into the practice of marketing management with the module "Management and marketing" (BMO-24306). It is possible to do this introductory module on marketing management as a self-education module. Afterwards, students who want to do a BSc thesis in marketing management have to do "Advanced management and marketing" (BMO-21306). "Supply chain management" (BMO-24806) is highly recommended.
Students who want to do an MSc thesis in marketing management have to do the modules "Advanced management and marketing" (BMO-21306), "Technology and business model innovation" (YSS-32306), and "Creating frameworks for marketing and consumer behaviour" (MCB-31306). Besides specialized marketing management courses, we advise all students who want to do a thesis in marketing management to build a basic knowledge of consumer behaviour.
The theoretical basis for consumer behaviour is laid down in the module "Principles of consumer studies" (MCB-20806). Afterwards students who want to do a BSc thesis in marketing management have to do “Consumer behaviour: concepts and research methods” (MCB-30306). "Applied consumer studies" (MCB-32306) is highly recommended.
Students who want to an MSc thesis in consumer behaviour have to do "Consumer behaviour: concepts and research methods” (MCB-30306), "Sensory perception and consumer preference" (MCB-30806) and "Creating frameworks for marketing and consumer behaviour". Besides specialized consumer behaviour courses, we advise all students who want to do a thesis in consumer behaviour to build a basic knowledge of marketing management.