Executive Master of Marketing & Customer Management

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:

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:

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.