Become an expert in strategically connecting supply and demand to create real customer value

Do you want to become a business leader with a bird’s eye view of your company, the markets it operates in, and the constantly changing landscape of supply and demand? Someone who can systematically analyse what customers value, and can enable businesses to keep creating and delivering that value? Are you eager to gain the expertise and skills needed to succeed in this strategic, boundary spanning role? Are you looking for the go-to academic programme in business-to-business (B2B) marketing? Then the one-year, English-taught Master’s track in Strategic Marketing Management (SMM) – part of our Business Administration Master’s degree – is the right choice for you.

Read more about the SMM study programme, the career prospects for graduates with a Strategic Marketing Management specialization, or the double degree in International Marketing Management we offer in collaboration with Finland’s Lappeenranta University of Technology (LUT)

Why study Strategic Marketing Management (SMM) at the University of Twente?

There can be many reasons for you to sign up for the Strategic Marketing Management (SMM) Master’s specialization at the University of Twente. 

Become an expert in helping businesses understand and create customer value

This track takes you straight to the heart of doing business in an international, high-tech context. While many Business Administration specializations zoom in on a single, often internal aspect of running a company – such as finance, IT, or human resources – the SMM track gives you a broad overview of both internal and external aspects of running a successful company. This will make a you true boundary spanner: you will be skilled in analysing the needs and wants of the market as well as in converting the outcomes into effective plans for creating and delivering value. Throughout the programme, you will develop the knowledge, skills and confidence it takes to point the way forward for businesses.

Tap into leading research in business-to-business (B2B) challenges

Many marketing programmes focus on business-to-consumer (B2C) marketing, with a strong emphasis on disciplines such as psychology and communication, and on the knowledge and skills it takes to sell things to consumers. In this track, the focus is on business-to-business (B2B) marketing. You will learn to analyse the whole range of – often highly interdependent – factors involved in making strategic marketing decisions, from internal business aspects to external market developments and supply chain issues. You will also be able to tap into – and participate in – important research conducted at our university in several key B2B areas. Think, for example, of smart industry, prediction, servitization, e-strategizing and digitalization, or the emerging field of neuromarketing, with neuroscience-based technologies enabling us to analyse customer value at ever deeper levels. This track will solidly equip you to look at B2B strategies from an academically grounded, 21st century point of view.

Benefit from an informal approach and highly personalized education

The SMM track, like all of our Business Administration specializations, is small in scale. We view students as co-researchers, offering an informal atmosphere, an open-door policy, and more intensive personal guidance from staff than you will find elsewhere. On top of that, there is a lot of space for you in this programme to pursue personal interests, for example by combining different elective courses, or in selecting a topic for your Master’s thesis. One option within the SMM track is to follow our Marketing for Digital Businesses line, which ties in with the UT’s Communication Science Master’s. This programme will equip you to understand and adapt swiftly in a changing, tech-enabled marketing environment, to identify opportunities in a highly competitive global marketplace, and to be creative in the way you approach and communicate with customers.

Learn more about the Marketing for Digital Businesses line within the SMM track

The Strategic Marketing Management track is part of our Master’s in Business Administration (BA). Discover what makes this BA Master’s different from other business programmes, or explore our other BA specializations

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