Double degree

The 1.5-year master’s double degree programme Digital Marketing is designed to make students understand the most innovative technologies and acquire the skills to manage the upcoming technological disruptions in marketing. We educate future marketers in skills and knowledge underpinning the digital transformation as the programme provides the strategic skills to successfully guide companies’ strategies in a digital world that is overflowing with data on customers, products and interactions. To this end, the programme reviews and teaches the current and emerging technology-based business and non-profit aspects of digital marketing, assessing the importance, impact and pervasiveness of ICTs in today’s society and in particular in the marketing domain from two highly related perspectives: business administration and communication science. Because of overlapping contents between the two separate 60 EC MSc programmes you do not have to follow 120 EC on courses, but only 90 EC on courses. Completing the double degree programme will result in two master degrees:

• Master of Science in Communication Science from the UT
• Master of Science in Business Administration from the UT

 AIM OF THE PROGRAMME

The marketing landscape has changed drastically in the last few decades, with the rise of smartphones, social and digital media, and big data all destabilising the more traditional means of marketing. Entering this new era of ‘smart marketing’ offers unprecedented potential for market exposure, but also asks for a new type of marketing professionals. Hence, in order to effectively manoeuvre in this challenging landscape, both management and communication skills are deemed essential, combined with an understanding of big data analytics and the pronounced influence of design. It is, however, hard to find professionals who know the best of all these worlds as there is a serious shortage in the supply of adequate talent that is able to combine the skills above.

Students doing this double degree will develop knowledge and insight into current theories, models and management approaches in the field of marketing in digital environments and understand the importance of applied data science for the future marketer. This knowledge and insight are important in order to understand the background and impact of data-driven digital marketing. Students will learn to explain, predict, and influence both consumer and organisational behaviour, gaining expertise in digital marketing strategies from three perspectives: management, communication, and design. Taking this multi-disciplinary approach, students will not only learn to understand behaviour, but also predict and possibly influence behaviours by developing tools and models. The programme underlines the strategic and managerial approach in dealing with smart/digital marketing issues, smart environments, and multi-sensory design offering participants knowledge and competencies on digital marketing topics, technologies and tactics. Other focus areas include consumer neuroscience, the network society, the Internet of Things (IoT), and cognitive computing technology.

TIMELINE

The duration of this master programme is 1.5 years (= 90 EC), which entails a total of six quartiles (of ten weeks each). You can only start in September.

MORE INFORMATION

To enrol in the double degree programme, students will have to be admitted to the Master Communication Science, as well as to the Master Business Administration. This means that students interested in a double degree have to apply for the admission procedure of each programme separately. For the exact admission criteria of both programmes, check:

• www.utwente.nl/en/education/master/programmemes/communication-science/admission/
• www.utwente.nl/en/education/master/programmemes/business-administration/admission/

For questions regarding international issues, such as scholarships or Erasmus, you can contact the coordinator Internationalisation of our faculty (Drs. Inge van Haare: i.vanhaare@utwente.nl). If you have specific questions about the exact contents of the programme please contact our study advisor Jeanet Luijerink: j.w.m.luijerink@utwente.nl.

The 2.25-year Communication and Philosophy double degree is meant to facilitate students who are interested in reflection on the societal challenges posed by science/technology in relation to communication. The interaction between communication and technology is twofold. First of all, technology influences the way we communicate, and this has major impacts on roles, identities and social practices, among others. At the same time communication is crucial for the development, acceptance and use of new technologies. By providing students with theories, approaches and methods from the Philosophy, Science and Technology Studies (PSTS), and from Communication Science (COM), the Communication and Philosophy graduate will be able to offer reflective, critical as well as practice-based contributions to addressing these societal challenges. Completing the master programme (135 EC) will result in two master degrees:

• Master of Science in Communication Science from the UT
• Master of Science in Philosophy of Science, Technology and Society from the UT

AIM OF THE PROGRAMME

The double degree could be particularly attractive for students with a bachelor’s degree in communication (or other social sciences) who are interested in philosophical reflection on the role of communication in the interaction between science, technology and society (STS), but who would still like to continue with their studies in this social science domain. By also training these students in philosophical and STS-approaches and methods geared towards analysing and assessing the interactions between science/technology and society, the double degree could both broaden and deepen their expertise in the original domain. Conversely, the PSTS-COM combination could also be an interesting option for those students interested in or doing PSTS, who would like to have a more specific focus (and possibly a more concrete career perspective) in their master programme, by focusing reflections on the inseparability of communication and technology. Students will be able to contribute to the debate about the interaction between technology and communication, such as the effects of a digital society on interpersonal communication, or the impact of emerging innovations on daily life. This double degree would prepare students for an interdisciplinary academic career, or for a professional career in communication with a strong addition of PSTS knowledge and expertise. 

TIMELINE

The duration of this master programme is 2.25 years (=135 EC), which entails a total of nine quartiles (of ten weeks each). You can only start in September. 

MORE INFORMATION

To enrol in the double degree programme, students will have to be admitted to the Master Communication Science, as well as to the Master Philosophy of Science Technology and Society. This means that students interested in a double degree have to apply for the admission procedure of each programme separately. For the exact admission criteria of both programmes, check:

• www.utwente.nl/en/education/master/programmes/communication-science/admission/
• www.utwente.nl/en/education/master/programmes/philosophy-science-technology-society/admission/

For questions regarding international issues, such as scholarships or Erasmus, you can contact the coordinator Internationalisation of our faculty (Drs. Inge van Haare: i.vanhaare@utwente.nl). If you have specific questions about the exact contents of the programme please contact our study advisor Jeanet Luijerink: j.w.m.luijerink@utwente.nl.