Marketing
What will you learn?
This master’s programme in Marketing provides students with a comprehensive understanding of advanced marketing concepts while honing their analytical, communication, and project management skills—all essential for success in a competitive business environment of emerging markets and technologies.
Students will master cutting-edge marketing strategies and trends, gaining expertise in designing and implementing innovative, evidence-based strategic marketing plans. They will develop proficiency in marketing metrics and performance evaluation, enabling them to assess ROI effectively. The programme also focuses on market research, brand development, consumer behaviour and customer experience, equipping students to make data-driven decisions, build impactful brands, and create exceptional customer journeys across different platforms.
Students will gain extensive knowledge of international and digital marketing, along with the application of ethical principles and sustainable practices in modern marketing and management.
A choice between two paths
Students can choose between a programme structure leading to a Master of Science (MSc) in Marketing and a structure leading to a postgraduate qualification (MM). Both structures require 90 ECTS credits. The curriculum can be completed in three terms, with full-time study in the autumn, spring, and summer.
MSc degree
Students finish 60 ECTS credits in courses according to the programme structure and a 30 ECTS-credit master’s thesis.
Postgraduate qualification (MM)
Students finish 90 ECTS credits in courses according to the programme structure and can take an internship of up to 15 ECTS credits.
How will you learn?
Traditional classroom learning
Master's programmes in the Department of Business and Economics are on site.
Global expertise in English
Courses are conducted in English by both Icelandic and international specialists, offering students a global perspective on the material.
Organisation of teaching
The Department of Business and Economics courses are offered in two formats: as intensive modules with full-day sessions spanning two to four consecutive days or as weekly classes. Classes may be scheduled in the afternoon and on Saturdays.
Assessment
Courses feature a combination of assessment components, including group projects, individual assignments, and written or oral exams. Students may expect assignments and exams to occur outside of classroom hours, with final assessments typically completed shortly after each course concludes.
Internship
Students may pursue internships instead of elective courses, earning 7,5 or 15 ECTS credits. Each student is assigned a supervisor from the host company or institution and a faculty advisor for the duration of the internship. Internships are especially beneficial for students with limited work experience or those aiming to use their studies to explore new career opportunities.
*For further information, see the Guidelines for Internships in Master's Programmes.
What´s next?
Future prospects
Graduates will emerge with in-depth marketing expertise and a solid general management and finance foundation, positioning them for various leadership and specialist roles.
Upon completion of their studies, students should be able to:
- Critically evaluate and refine advanced marketing strategies.
- Analyse and optimize customer experience to drive business growth.
- Assume leadership roles in dynamic, cross-functional teams.
- Initiate, manage, and deliver complex projects with accountability for both individual and team outcomes.
- Apply advanced marketing techniques and best practices across diverse industries and contexts.
- Use metrics and data-driven insights to assess marketing performance and propose actionable improvements.
- Analyse consumer behaviour to design effective marketing campaigns.
- Navigate the complexities of global markets and develop strategies for international business success.
- Assess practical business challenges and propose innovative, actionable solutions.
- Make informed, professional decisions with confidence and defend them effectively.
- Foster and promote responsible management practices in professional environments.
Areas of work
This master’s programme prepares graduates for a range of general management and specialist roles, including:
- Marketing departments in corporations and organizations
- Advertising and creative agencies
- Digital marketing firms and social media
- Public relations and communications agencies
- Consumer research and analytics roles
- Global marketing and international business divisions
- Customer experience and customer relationship management teams
Graduates will be well-positioned for careers as marketing managers, brand strategists, customer experience managers, digital marketing specialists, international marketing consultants, consumer behaviour analysts, and other high-demand roles in diverse industries.
Do you have questions about the programme?
We at SAHARA have always believed that companies should allow students to participate in internships, so we have welcomed students who have expressed an interest in our organisation. Our experience has been great, and students from Reykjavík University have shown great interest in our activities and excelled in the diverse tasks our employees handle daily.
It was an extremely beneficial experience, and I was accepted very well. I was assigned a vast and challenging job, yet everything was handled effectively at Sahara. This experience benefitted me because I later created a firm and applied the skills I learned during my internship there.
Structure
Programme structure
Length of study
14 months (three terms).
Terms
- Autumn: August to December
- Spring: January to May
- Summer: May to September
Maximum study period
The programme structure is based on full-time study but students have the opportunity to study part-time. The maximum study period is two years (six terms).
Choice between two paths
Students can choose between a programme structure leading to a Master of Science (MSc) in Marketing and a structure leading to a postgraduate qualification (MM). Both structures require 90 ECTS credits. The curriculum can be completed in three terms, with full-time study in the autumn, spring, and summer terms.
MSc degree
Students finish 60 ECTS credits in courses according to the programme structure and a 30 ECTS-credit master’s thesis.
Postgraduate qualification (MM)
Students finish 90 ECTS credits in courses according to the programme structure and have the opportunity to take an internship of up to 15 ECTS credits.
Note
- Students with fewer than 30 ECTS in business administration in their bachelor's degree must take the following courses instead of electives in their first term:
- V-700-IMBU Introduction to Management and Business Concepts (0 ECTS)
- V-737-FAFI Fundamentals of Accounting and Finance (7.5 ECTS)
- Students can complete internships for a maximum of 15 ECTS credits instead of electives.
- The curriculum provides more information about the courses.
Teachers
Facilities
Services and Facilities
Reykjavik University provides practical teaching facilities, group study rooms, a canteen, study and career counselling, and other student services.
Classrooms and Reading Rooms
RU offers excellent facilities for teaching, reading, and student collaboration. The classrooms are well-equipped, and students can access group work areas and general facilities around the clock.
Excellent Service
The university facility offers access to study and career help, an international office, and technical support. The library provides diverse working facilities and access to books and scholarly publications, and information specialists are available to assist students with reference work.
Shops and Cafe
RU facilities include the Háskólabúðin (convenience store), a cafe, a World Class training facility, and the Málið canteen.
Why choose our master’s programmes?
- Accelerated timeline: Earn your master’s degree in 14 months with our full-time study programme.
- Exceptional internship opportunities: Gain hands-on experience with industry-leading organisations.
- Global expertise: Learn from national and international specialists, offering a diverse global perspective.
- Industry-aligned curriculum: Designed in collaboration with leading Icelandic firms, the programmes address local and global business challenges.
- Courses delivered in English: All programmes, except Accounting and Auditing, are delivered in English.