Executive Master of Marketing & Customer Management

Executive Master Of Marketing En Customer Management
Online brochure
Start- and course dates
September 4, 2023
Tilburg Campus
November 13, 2023
Tilburg Campus
January 15, 2024
Tilburg Campus
All start- and course dates
Two months per theme/ 16 months entire Masters program
€ 29500 for the entire master (exempt from VAT) / € 6200 per theme (two modules)
Study load
12-15 hours per week
Flexible Master
Single theme purchase possible
Full time/part time
Three days every month

Participant Profile

Participants in the part-time Executive Master of Marketing & Customer Management are highly educated, ambitious executives, managers and marketing professionals, generally with a commercial focus, from a variety of industries and sectors. 80 percent of participants work in business and 20 percent are employed by non-profit or government organizations. Participants have at least five years of relevant professional experience in positions such as:

  • Marketing Manager
  • Marketing & Communications Manager or Brand Manager
  • Product Manager
  • Business Development or Innovation Manager
  • Customer Service Manager
  • Sales Manager or Category Manager
  • Marketing Intelligence Manager
  • Digital Marketing Manager
  • Director
  • Chief Operations Manager

Why TIAS School for Business & Society?

  • Financial Times top-ranked business school for executive and in-company education.
  • All lecturers are top experts from academia and the business world.
  • Directly applicable scientific and practical knowledge.
  • Flexible programs tailored to your needs.
  • MMCM is rated excellent in the ‘Keuzegids Masters 2023’ on all criteria: content, lecturers, testing, career preparation and atmosphere.

Both professional and personal growth

Our part-time Executive Master of Marketing & Customer Managament (MMCM) aims to prepare our participants for the future. Learn how to design a successful marketing policy for your own organization. Make use of the latest science-based, practically relevant insights and tools. 

Because leadership skills are essential in order to achieve change within an organization, our program offers plenty of opportunities for intervision and reflection.

Admission requirements

We aim for participants with a lot of talent, experience and potential. That is why we apply admission requirements. In this way, we guarantee education at the highest level. What we ask:

  • A bachelor's or master's degree
  • 5 years of relevant work experience in the field of marketing
  • Good command of the English language
  • An introductory interview with the Academic Director is part of the admission procedure
  • When applicable, successful completion of the necessary parts of the premaster

Our participants talk about the Executive Master of Marketing & Customers Management

The Executive Master of Marketing & Customer Management is for commercial professionals who seek to give direction to the strategic marketing policy of their organization.
  • Knowledge_article-NorbertvanNoesel_1
    Norbert van Noesel
    Marketing Manager Thetford
    ''During the program you are literally translating the theory into your own working environment. For example, you are also obliged to look at how certain things are going in your organization, how things should actually be based on theory and what you can then do to bring practice and theory closer together. In other words: how can you reap the benefits of the theory and apply it in your own practice. This immediately provides opportunities for improvements and optimization. In my experience, this means that the ROI of the master is very high for the organization, while it produces a higher learning return for you. I experienced that as very positive.''
  • MMCM_michiel
    Michiel Reedijk
    Marketing Manager within the Marketing Strategy department at ABN AMRO MeesPierson
    ''The Executive Master of Marketing & Customer Management program is an educational journey where you only see what steps you have taken some time after the program. I do things differently now than I did two years ago. Think of research and substantiation, but also of the impact I will make. I naturally raised the bar for myself.''
  • Knowledge_article-Visual_dorkas_koenen
    Dorkas Koenen
    CMO Rabobank
    ''In 2008 I completed the Master of Marketing at TIAS. Almost fifteen years later, I am CMO of the Year 2022 according to Adformatie. I would never have become that without the Master of Marketing. It really was a defining moment in my career for me. Three reasons to choose the TIAS Executive Master of Marketing & Customer Management:
    1. You gain real insight into the full breadth of the marketing discipline; from impact on business strategy to digitization and the aspects needed to shape the transformation that makes an organization more market and customer-oriented;
    2. The quality of the classroom. A great deal of quality is created in the interaction between the level of the students and the level of the lecturers;
    3. The deepening of the material and the sound way of testing the dividing line between academic thinking and practice. That is a nice balance of working and thinking really academically and at the same time finding a form of application in your own organization.''

Develop a vision on growth, value creation and the future of marketing

Want to become a strategic marketing expert and commercial business partner? Create a more market and customer-oriented organization? With our strategic marketing program, you can grow as a top marketing expert, become a trusted adviser to senior management and make your mark on the transformation of your organization.

You’ll learn how to define and implement the right marketing strategy to make your organization more market-oriented, with the ultimate goal of preparing both yourself and your organization for the future, as well as achieving long-term market and customer impact.

This part-time program at TIAS is the only MSc in strategic marketing in the Netherlands.

Broaden and deepen your marketing expertise significantly: Learn how to set up a successful marketing policy, based on the latest scientific insights and best practices. Link market demands and developments to your organization’s marketing strategies and objectives to make a real impact on your customers. 

Achieve greater impact through a more customer-oriented organization: Develop your leadership skills and learn how to promote a more customer-oriented, innovative organization. Ensure that your organization remains relevant and successful, both now and in the future. 

Sparring partner for senior management: Obtain new, wider marketing knowledge and leadership skills and make yourself the go-to sparring partner for your organization’s senior management.

Inspiration through interaction: The program offers plenty of interaction with our team of lecturers, made up of distinguished academics and respected industry experts. Get inspired!

The program easily combines with your work: studying at TIAS means flexibility. For instance, you can take the full master program, or just individual blocks. The program starts five times a year, and you can extend your studies over a longer period if needed.

How will this program benefit you?

Our executive Master of Marketing & Customer Management prepares you for the future. This program provides you with scientific and practical information and tools, so you can set up and roll out a sound marketing strategy for your own organization. To ensure high learning efficiency, you’ll put theory into practice in your day-to-day business – actively and frequently. You and your organization will reap immediate benefits!

  • You’ll become the go-to adviser for your Management.
  • You learn what questions to ask and become more capable of taking the lead in defining and implementing your organization’s marketing strategy.
  • You are better able to make connections between your organization’s strategy and other organizational units.
  • You achieve a fast ROI for your organization, applying the knowledge you gain into practice from day one. Our use of business games and simulations allows for targeted practicing and experimentation.
  • You reinforce your professional and personal development, improving your chances of career advancement. 80% of our participants take the next step in their careers within 2 years.
  • Our TIAS Connect community and Alumni Services help you build and maintain a network, even after graduation. This gives you access to a group of professionals who share your drive and ambition.

Content of Part-Time Master of Marketing & Customer Management (MMCM)

Theme 1 – The customer-oriented organization 

Module 1: The customer leader’s marketing canvas

  • Marketing fundamentals
  • Segmentation
  • The marketing model

Module 2: Putting customers at the center of your organization

  • Customer insight
  • Digital marketing intelligence
  • Customer orientation

Theme 2 – Creating added value

Module 3: Creating long-term market relevance

  • The importance and successful application of market strategies
  • Understanding the business and insight into market developments
  • Development of new business models and value propositions
  • Designing market strategies
  • Business games to simulate and refine the effects of market strategy designs

Module 4: The importance and successful application of pricing strategies

  • Designing pricing strategies
  • Business games to simulate and refine the effects of pricing strategy designs

Theme 3 – Brand strategy and experience marketing

Module 5: The power of the customer experience

  • Experience marketing
  • Product versus services marketing
  • Experiencing the experience: company visit with practice-based group assignment

Module 6: Building a strong brand

  • Branding: the role of the brand and brand value
  • Brand strategy and the brand management process
  • Branding in the digital age
  • Marketing automation & content marketing: company visit with practice-based group assignment

Theme 4 – Digital is the new normal

Module 7: Optichannel management

  • Customer attraction and retention in the digital age and the future of sales
  • E-commerce: defining a winning distribution or channel strategy

Module 8: Digital transformation

  • Impact of digital developments and novel technologies on consumer behavior, the business of your organization (new business models), and innovation, distribution and communication strategies
  • The future of marketing: study trip that includes practical insights on the role of search engine marketing and the principles of viral and dialogue marketing.

Theme 5 – Building a sustainable business

Module 9: Marketing finance

  • Marketing performance and fact-based marketing
  • Generating insight into value creation (value based management)

Module 10: Marketing leadership

  • You as the brand’s leader: peer supervision
  • Marketing and leadership:
    - Improving your organization’s innovative capacity
    - Implementing an optimal customer experience throughout the customer journey
  • Company visit with practice-based group assignment

The five themes are spread out over a ten-month period. Every theme is made up of two modules that take one month each. Each module requires four weeks of preparatory work by means of the online campus. This is followed by three consecutive days of interactive meetings and lectures. Additionally, you complete the two units Business Research Methods I + II. 

You conclude the part-time MMCM Master’s program with a Master’s thesis concerning a relevant, current issue within your organization. The course load for this part-time MMCM Master’s program is 12-15 hours a week excluding lecture days.

Business Research Methods

Business Research Methods (BRM) is part of your Master's degree. This module will help you make better decisions in situations where a solution to a problem is not immediately obvious because you are missing some of the information. 

For students doing an entire Master's program at TIAS, both BRM modules are mandatory. We recommend doing BRM I at the start of your Master's and BRM II at the end, just before graduation. Talk to your Program Adviser about the best time to schedule BRM I into your personal learning path.

More information on Business Research Methods

Flexible program

Studying at TIAS means flexibility. For instance, you can take the full master program, or just individual blocks. The program starts five times a year, and you can extend your studies over a longer period if needed.

  • Combines easily with your work
  • Take individual modules or the whole Master program.
  • Start when you want to: choose between different starting points every year.
  • If necessary, you can opt to take longer to finish your degree.

Advisory interview with the Program Adviser

Are you ready to take your career to the next level, and do you want more information? Would you like to speak with an alumnus of the part-time MMCM Master’s program first? Or are you looking for advice about financing options? Please don’t hesitate to contact the Program Adviser with any questions regarding the part-time Executive Master of Marketing & Customer Management.

Request an advisory interview

International Master’s degree (MSc)

On successful completion of the Master’s program, you may choose between the prestigious Master in Marketing & Customer Management (MMCM) title and the internationally recognized academic title of Master of Science (MSc). The degree is accredited by the Accreditation Organisation of the Netherlands and Flanders (NVAO).

Dates & Locations Executive Master of Marketing & Customer Management (MMCM)

The Executive Master of Marketing & Customer Management has different blocks. Each block can also be the entry point of the full Master:

NameLocationStart dateHBO sign up WO sign up
Theme 5: Bouwen aan sustainable businessTilburg CampusSeptember 4, 2023August 14, 2023August 28, 2023
Theme 3: Markstrategie en experience marketingTilburg CampusNovember 13, 2023October 23, 2023November 6, 2023
Theme 1: De klantgerichte organisatieTilburg CampusJanuary 15, 2024December 18, 2023January 8, 2024
Thema 2: Toegevoegde waarde creërenTilburg CampusMarch 25, 2024March 4, 2024March 18, 2024
Theme 3: Markstrategie en experience marketingTilburg CampusMay 27, 2024May 6, 2024May 20, 2024
Theme 4: Digitaal is het nieuwe normaalTilburg CampusSeptember 9, 2024August 19, 2024September 2, 2024
Thema 5: Bouwen aan sustainable businessTilburg CampusNovember 18, 2024October 28, 2024November 11, 2024

Prior to the start of you MMCM module, you follow the Premaster (only bachelor pre-education) and the Business Research Methods module. In the starting moment above, you enter the first MMCM module. Once you have completed these modules, you can continue to take the MMCM program in a modular way and decide for yourself which order, location and time frame you choose. The program must be completed within 4 years.

Program fee of a part-time Executive Master of Marketing & Customer Management (MMCM)

The complete master's program consists of 5 themes, two modules of Business Research Methods I + II, and a master's thesis.

The costs amount to € 29500 for the entire master (exempt from VAT) / € 6200 per theme (two modules).

This price includes:

  • Day packages (lunch, coffee/tea and soft drinks) during college days
  • Registration and administration costs
  • Access to the online learning environment
  • Mandatory literature, textbooks and teaching materials

Possible additional costs:

  • Dinners and overnight stays
  • Premaster (modules), if necessary (€ 400 - € 1200)**
  • Software licenses (if specific software is required)

** During your application, the Admissions and Assessment Committee will determine which premaster modules are required.


How do you finance your education?

You have found the program that best suits your learning goals and ambitions. But how do you finance this? There are different ways to do that. Your employer can play a role, but there are also interesting statutory regulations that you can use yourself. We list the possibilities for you.

Read about the possibilities here »

Faculty Executive Master of Marketing & Customer Management (MMCM)

The personal coaching during the Master’s project and engagement throughout the study program is characteristic of TIAS. The following lecturers will guide you through your part-time Executive Master of Marketing & Customer Management:

Academic Director

Rudy Moenaert
Full Professor
Toni Sfirtsis
Associate Professor


Tijs Rotmans
Adjunct Professor
Roger Bougie
Associate Professor
Michael Corbey
Full Professor
Filip Caeldries
Full Professor

Start your application

Following your enrollment, the Executive Master of Marketing & Customer Management (MMCM) Program Adviser will reach out to you for an initial introduction and to schedule an intake meeting with the Academic Director. The purpose of this intake is to discuss your development ambitions and the match with the learning objectives of the program. Upon a positive recommendation from the Academic Director after the intake, you will receive the official study agreement and can finalize your enrollment.

Martijn van Raamsdonk
Martijn van Raamsdonk
Program Adviser
+31 13 466 39 79

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