Executive Master of Marketing and Customer Management
Develop a clear vision on growth, customer value, and the future role of marketing in your organization.
Start date
August 27, 2026, Campus Tilburg
February 4, 2027, Campus Tilburg
Duration
20 months for the full master's degree (range 15–24 months, depending on study pace) / 6 weeks per module
Costs
€ 29500
Degree
Master of Science (MSc)
Modular
Accreditations
- AACSB
- NVAO
Rankings
The Executive Master of Marketing & Customer Management is rated as “excellent” in the Keuzegids Masters guide.
Fulltime / Parttime
Parttime
Program structure
Combination of online live sessions, physical class days, and self-study using (online) teaching materials.
Introduction
The market is more complex than ever: globalization, digitization, fragmented media, and data- and AI-driven competition have led to an abundance of products, services, and points of contact. Customers have more information at their disposal and are demanding higher standards in terms of quality, experience, sustainability, and social relevance. Organizations must constantly ask themselves what value propositions they want to offer and how marketing contributes to growth and value creation.
In the Executive Master of Marketing and Customer Management (MMCM), you will develop a sharp vision on growth, customer value, and the future role of marketing. You will work with the latest insights in marketing, customer strategy, brand building, data, and digital, and translate these into choices in segmentation, propositions, channels, and customer journeys. You will grow into a strategic marketer and commercial business partner, build a more market- and customer-oriented organization, and become a strong discussion partner for senior management.
This master's program is structured as a flexible, modular part-time program for experienced marketing, sales, and business professionals. You will follow compact modules in a blended learning environment – a combination of online live sessions, physical class days, and self-study – that can be easily planned alongside a demanding job. From the very first module, you will apply what you have learned to your own marketing and customer cases, so that both you and your organization can immediately benefit from what you learn. Within clear frameworks, you and your learning path supervisor choose the order and pace that suit your work and private schedule. Whether you complete the master's program consecutively with a fixed group or prefer to follow blocks per theme and vary the pace in between, you are in control of your route to an NVAO-accredited master's degree in Marketing and Customer Management.
Participant profile
The Executive Master of Marketing and Customer Management (MMCM) is intended for experienced marketing, sales, and business professionals who are responsible for brand, propositions, customer relations, and/or commercial performance. Participants come mainly from the business world and partly from non-profit and (semi-)government organizations, often in organizations that are grappling with growth, positioning, or transformation issues.
You work at the intersection of customer, commerce, and strategy and want to use marketing more explicitly as a lever for growth and customer value. You are looking for depth beyond campaign planning: you want to grow into a strategic marketer and commercial business partner who guides choices in segmentation, propositions, pricing, channels, and customer journeys.
You are looking for a part-time academic master's program that will help you build a more market- and customer-oriented organization and that, thanks to its modular structure, can be easily combined with a busy work and private life.
Why this program
What makes this program unique?
- Strategic depth with direct practical impact
You will connect marketing, commerce, and strategy—from customer insight and propositions to pricing, brand, and portfolio—and substantiate choices at the management and board level. From the very first module, you will apply what you have learned to your own marketing and customer cases, so that each module visibly contributes to brand, growth, and customer relationships. - Flexible, modular master's program at your own pace
You will take compact modules in a blended format, which you can spread out, pause, or accelerate alongside peak periods and major projects at work. - Up-to-date professional knowledge in an integrated learning journey
You will work with the latest insights from marketing science, customer strategy, brand building, data, and digital. Together, the modules form a continuous learning path toward better decisions about segmentation, propositions, channels, journeys, and commercial management. - Personal learning path and guidance
Together with your learning path supervisor, you will put together a learning path that suits your context – for example, in B2B, B2C, non-profit, or as an (interim) marketing or sales manager. You will learn in a group of professionals who have similar growth questions but come from different organizations and sectors. - Recognized master's degree with interim certification (microcredentials)
You will earn 60 ECTS credits within an NVAO-accredited master's program and graduate with a recognized MSc degree. For each completed module, you will receive a digital certification (microcredential) that allows you to demonstrate your mastery of marketing and customer-related topics to (future) employers or clients.
What will the program bring you?
Strong, well-founded marketing strategy: you develop a solid, scientifically based marketing and customer strategy for your organization.
Business partner to senior management: you connect marketing with the organizational strategy and take the lead in commercial decisions.
Immediate impact and rapid ROI: you apply insights directly in your daily practice, so results are quickly visible.
Accelerated growth and strong network: you strengthen your professional profile and build a sustainable network of marketing and business leaders.
About this program
Flexible part-time master's degree in strategic marketing and customer value
The Executive Master of Marketing and Customer Management (MMCM) is a part-time MSc for professionals who want to take marketing and customer strategy to a strategic level. You will develop a vision for growth, customer value, and the future role of marketing in a complex, digital market. You will work with the latest insights from marketing science, customer strategy, brand building, data, and digital technology on topics such as customer insight, propositions, branding, pricing, omnichannel, and customer-focused organization. You will continuously link academic insights to your own practical cases, so that you will already see a noticeable impact on your brand, commercial performance, and customer relationships during the program.
Content modules Marketing and Customer Management
The MMCM master's program consists of a coherent package of content modules:
- Digital Transformation and Marketing
- Change Management
- Marketing Intelligence
- Financial Performance Management
- Brand Management
- Realism in AI
- Omnichannel Commerce
- Data-Driven Decision Making
Together, these modules give you a solid foundation in modern marketing, customer leadership, data-driven working, and business value.
Electives
Within the MMCM program, you have 8 ECTS of free elective space. You can fill this with two electives from other TIAS master's programs. This allows you to broaden or deepen your perspective on topics that are relevant to your role (e.g., leadership, finance, digital, or operations) and complete the program.
Business Research Methods
During Business Research Methods, you will learn to investigate marketing and customer issues with academic precision. You will develop a research proposal, conduct a literature study, and hone your skills in critically assessing research. This will lay the foundation for your capstone project, in which you will develop a current marketing or customer issue for your organization.
Capstone project & master's degree
You will conclude the program with a capstone project, in which you will analyze a specific marketing or customer management challenge in your organization and develop it into a substantiated improvement or growth plan. If you successfully complete the program, you will receive an NVAO-accredited master's degree and the internationally recognized title of Master of Science (MSc) in Marketing and Customer Management.
Study at your own pace
The program is structured as a flexible, modular master's for working professionals. You will follow compact modules in a blended learning environment: a combination of online live sessions, physical class days, and self-study, which can be easily planned alongside a demanding job. Each module has a duration of approximately 6 weeks and a study load of approximately 100–120 hours.
Within clear frameworks, you and your learning path advisor choose the order and pace that suit your work and personal schedule. You can complete the master's program consecutively with a fixed group and generally finish the program in approximately 16 months, or you can adjust your route and pause or accelerate where necessary. In practice, the total duration usually varies between 15 and 24 months, depending on your choices and circumstances.
Modules
Digital Transformation and Marketing Master Module
Use digital transformation as a driver of customer focus and growth. In this master module, you connect the economic logic of digital markets with data, AI, and marketing, and translate this into future-proof propositions, business models, and customer relationships.
Data Driven Decision Making Master Module
Turn data into a source of decision-making power rather than just reports. In this master's module, you will learn how to use analytics, AI, and decision agents to support and improve strategic and operational decisions and automate them where appropriate.
Marketing Intelligence Master Module
Develop marketing intelligence as a strategic capability. You will learn to use segmentation, customer insights, and data intelligence to extract relevant insights from complexity and translate them into sharp choices in propositions, processes, and decision-making.
Realisme in AI Master Module
Develop a realistic view of AI as a strategic lever. In this master module, you explore how AI changes decision-making and business models, separate hype from proven value, and translate applications into concrete strategic choices.
Brand Management Master Module
Develop brand management as a strategic capability. Learn to understand and manage brands as ecosystems where meaning, experience, and culture converge. Connect brand, customer journey, and employee experience, and apply cases to your own practice.
Financial Performance Management Master Module
Design financial control mechanisms that balance behavior, performance, and sustainable value. In this master module, you explore cost accounting, transfer pricing, working capital, and KPIs, and examine how financial systems shape choices and collaboration.
Omnichannel Commerce Master Module
Develop commerce as an integrated system competency that transcends marketing, sales, and service. You will explore how omnichannel customer value emerges from the interplay of channels, data, processes, and people, and translate this into commercial maturity, and growth.
Change Management Master Module
Change processes rarely go exactly as planned. In this master module, you explore what effective change requires when data and AI have an increasingly influence. You will learn to analyze the upper stream and the undercurrent and translate this into interventions.
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