Master's Programme in Business and Management - Marketing

The Master’s Programme in Business and Management – Marketing at Uppsala University is a top-tier, two-year postgraduate degree designed to equip students with the analytical, critical, and strategic skills needed to navigate dynamic consumer and industrial markets. Taught entirely in English by the renowned Department of Business Studies within the Faculty of Social Sciences, this programme leads to a Master of Science (120 ECTS) in Business and Economics. It explores modern marketing from a service-dominant logic perspective, examining actor interactions in B2B environments, customer decision-making, and how organizational strategies drive sustainable value co-creation.During the first semester, students build advanced core competencies through Strategy and Contemporary Issues (15 ECTS), Theories in Business and Management (7.5 ECTS), and Scientific Methods in Business Research (7.5 ECTS). The second semester focuses deeply on the marketing specialization, covering Contemporary Leadership Challenges, Markets and Marketing, Service Logic in Marketing, and Managing Business Relationships. The third semester provides exceptional academic flexibility, allowing students to complete a professional credit-bearing internship, take advanced elective courses at Uppsala University, or study abroad via an international exchange semester at a partner institution. The programme culminates in the fourth semester with an independent Master’s Thesis (30 ECTS), where students conduct in-depth empirical research on complex market and consumer challenges

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