The programme aims to provide students with an in-depth and comprehensive knowledge of key areas of marketing, its theoretical foundations and the latest research. They will learn how policy making, value creation, consumer behaviour, marketing communications and brand management are connected in a competitive environment, as well as the main theories, models and research methods in the field, both qualitative and quantitative.
Students will develop the skills to analyse markets and consumer behaviour with a data-driven approach, collect and interpret data, and present reasoned proposals for marketing strategies and integrated marketing communications. They will learn to build a brand with a focus on long-term value creation and apply behavioural insights to shape consumer behaviour.
After completing the programme, students will be able to independently make complex and strategic decisions, integrate theory and practice, work professionally in teams and conduct research in an academically sound and ethically responsible manner.
The programme is made up of:
Students are expected to work independently from the start of the programme, to manage their own work and time and meet all set deadlines.
The programme is taught in 7-week blocks, which means there are two blocks per semester or four per year. This allows students to explore each topic in greater depth.
This programme is taught in Icelandic but most topics and textbooks are in English.
The programme aims to provide students with a thorough understanding of marketing and both practical and research skills.
Completing the programme allows you to apply for doctoral studies.
The requirements for admission are a BA, B.Ed or BS degree and a minimum of 12 ECTS in Marketing. Students who have not completed the minimum credits in Marketing will have to complete the preparatory course, VIÐ0ALF Key elements of marketing. Note that the preparatory course does not count towards the degree.
As a general rule, applicants shall have completed their undergraduate studies with a first-class GPA (7.25 or above). Students are admitted to the programme based on their previous studies and work experience.
90 ECTS credits have to be completed for the qualification including a thesis of 30 ECTS.
Further information on supporting documents can be found here
Check below to see how the programme is structured.
This programme does not offer specialisations.
The goal of this course is to strengthen the statistics and methodology knowledge of the students to enable them to better understand research methods and research findings. State-of-the-art research will be reviewed and the statistics and methodology required to conduct this research will be discussed. Students will also conduct their own research project in preparation for analytical work in their professional life and their Master’s thesis.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
Understanding consumer behaviour is a fundamental prerequisite for success in marketing practice. Knowledge of consumers’ needs, wants, and decision-making processes, as well as an understanding of how and why consumers think and behave in particular ways, is essential for the development of marketing actions grounded in theoretical and empirical insights into consumer behaviour. Such knowledge supports the development of products and services that align with the needs of target markets, facilitates the analysis and selection of target segments, and forms the basis for marketing communications that are relevant, credible, and capable of capturing consumers’ attention. In this course, students are trained to apply behavioural insights, grounded in theory, to analyse and understand consumer behaviour in a marketing context. Students also gain knowledge of how environments can be designed and leveraged to influence behaviour through choice architecture and nudging. Emphasis is placed on a critical perspective and on ethical considerations related to the application of behavioural science in marketing practice.
The aim of the course is to provide students with a strong theoretical foundation in marketing, with an emphasis on highlighting the importance of professional marketing practice for the success of organizations. The course focuses on strategic marketing, which fundamentally encompasses market analysis, target market analysis, value creation, and the management of relationships with users of products or services. Particular emphasis is placed on market analysis, targeted marketing activities, value creation, and relationship management. Course assignments (both group-based and individual) are aligned with these core elements and may take the form of several shorter tasks or a single comprehensive real-world project.
The goal of the course is to give students insight into qualitative research methods, and their use in gathering and analysing data on the individual and organizational level. Students will be trained in defining a research problems and presenting them in a research question. Students will further plan and execute data gathering and analysing, as well as presenting the findings in a written report. Students will learn about the strengths and weaknesses of qualitative research so as to be able to choose the best method to study a given problem.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
In modern marketing, there is no clear division between offline and online media. What matters is the customer journey and how media channels are integrated along that journey. In this course, students learn to create value for customers through integrated media. They work with data to analyze barriers and opportunities and to build strategies aimed at creating competitive advantage. The course is project- and data-driven, emphasizing that students make decisions based on research and available data.
Branding is one of the most rapidly developing areas within marketing. The discipline is relatively young and dynamic, and there is no universal consensus regarding the most effective approaches to building and managing strong brands. This course introduces the fundamental principles of brand management
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The goal of this course is to strengthen the statistics and methodology knowledge of the students to enable them to better understand research methods and research findings. State-of-the-art research will be reviewed and the statistics and methodology required to conduct this research will be discussed. Students will also conduct their own research project in preparation for analytical work in their professional life and their Master’s thesis.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
Understanding consumer behaviour is a fundamental prerequisite for success in marketing practice. Knowledge of consumers’ needs, wants, and decision-making processes, as well as an understanding of how and why consumers think and behave in particular ways, is essential for the development of marketing actions grounded in theoretical and empirical insights into consumer behaviour. Such knowledge supports the development of products and services that align with the needs of target markets, facilitates the analysis and selection of target segments, and forms the basis for marketing communications that are relevant, credible, and capable of capturing consumers’ attention. In this course, students are trained to apply behavioural insights, grounded in theory, to analyse and understand consumer behaviour in a marketing context. Students also gain knowledge of how environments can be designed and leveraged to influence behaviour through choice architecture and nudging. Emphasis is placed on a critical perspective and on ethical considerations related to the application of behavioural science in marketing practice.
The aim of the course is to provide students with a strong theoretical foundation in marketing, with an emphasis on highlighting the importance of professional marketing practice for the success of organizations. The course focuses on strategic marketing, which fundamentally encompasses market analysis, target market analysis, value creation, and the management of relationships with users of products or services. Particular emphasis is placed on market analysis, targeted marketing activities, value creation, and relationship management. Course assignments (both group-based and individual) are aligned with these core elements and may take the form of several shorter tasks or a single comprehensive real-world project.
The goal of the course is to give students insight into qualitative research methods, and their use in gathering and analysing data on the individual and organizational level. Students will be trained in defining a research problems and presenting them in a research question. Students will further plan and execute data gathering and analysing, as well as presenting the findings in a written report. Students will learn about the strengths and weaknesses of qualitative research so as to be able to choose the best method to study a given problem.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
In modern marketing, there is no clear division between offline and online media. What matters is the customer journey and how media channels are integrated along that journey. In this course, students learn to create value for customers through integrated media. They work with data to analyze barriers and opportunities and to build strategies aimed at creating competitive advantage. The course is project- and data-driven, emphasizing that students make decisions based on research and available data.
Branding is one of the most rapidly developing areas within marketing. The discipline is relatively young and dynamic, and there is no universal consensus regarding the most effective approaches to building and managing strong brands. This course introduces the fundamental principles of brand management
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The goal of this course is to strengthen the statistics and methodology knowledge of the students to enable them to better understand research methods and research findings. State-of-the-art research will be reviewed and the statistics and methodology required to conduct this research will be discussed. Students will also conduct their own research project in preparation for analytical work in their professional life and their Master’s thesis.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
Understanding consumer behaviour is a fundamental prerequisite for success in marketing practice. Knowledge of consumers’ needs, wants, and decision-making processes, as well as an understanding of how and why consumers think and behave in particular ways, is essential for the development of marketing actions grounded in theoretical and empirical insights into consumer behaviour. Such knowledge supports the development of products and services that align with the needs of target markets, facilitates the analysis and selection of target segments, and forms the basis for marketing communications that are relevant, credible, and capable of capturing consumers’ attention. In this course, students are trained to apply behavioural insights, grounded in theory, to analyse and understand consumer behaviour in a marketing context. Students also gain knowledge of how environments can be designed and leveraged to influence behaviour through choice architecture and nudging. Emphasis is placed on a critical perspective and on ethical considerations related to the application of behavioural science in marketing practice.
The aim of the course is to provide students with a strong theoretical foundation in marketing, with an emphasis on highlighting the importance of professional marketing practice for the success of organizations. The course focuses on strategic marketing, which fundamentally encompasses market analysis, target market analysis, value creation, and the management of relationships with users of products or services. Particular emphasis is placed on market analysis, targeted marketing activities, value creation, and relationship management. Course assignments (both group-based and individual) are aligned with these core elements and may take the form of several shorter tasks or a single comprehensive real-world project.
The goal of the course is to give students insight into qualitative research methods, and their use in gathering and analysing data on the individual and organizational level. Students will be trained in defining a research problems and presenting them in a research question. Students will further plan and execute data gathering and analysing, as well as presenting the findings in a written report. Students will learn about the strengths and weaknesses of qualitative research so as to be able to choose the best method to study a given problem.
This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.
Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.
In modern marketing, there is no clear division between offline and online media. What matters is the customer journey and how media channels are integrated along that journey. In this course, students learn to create value for customers through integrated media. They work with data to analyze barriers and opportunities and to build strategies aimed at creating competitive advantage. The course is project- and data-driven, emphasizing that students make decisions based on research and available data.
Branding is one of the most rapidly developing areas within marketing. The discipline is relatively young and dynamic, and there is no universal consensus regarding the most effective approaches to building and managing strong brands. This course introduces the fundamental principles of brand management
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
The topic of the master's thesis must be chosen after consulting the thesis advisor(s), who must be full-time faculty at the School of Business.
The thesis must equal 30 credits and coursework shall equal 60 credits. The thesis must be presented at a departmental seminar.The thesis must be submitted online no later than the specified dates before each graduation. Grades for a master's thesis are awarded by the thesis advisor(s) and an external examiner.
Please note! According to the rules of the University of Iceland, all MS theses must be open after they have been submitted to the University Library. If a student wishes for its MS thesis be closed for a certain period of time, after graduation, they need the approval of their supervisor and the dean of the department. Maximum closure is 5 years. It is preferable to apply for the authorization before writing the thesis.
Application for closing master's thesis.
Changes may occur for the autumn semester in August and September and for the spring semester in December and January. You will find your final timetable in Ugla when the studies start.
Note! This timetable is not suitable for planning your work schedule if you are a part-time employee.
The University of Iceland collaborates with over 400 universities worldwide. This provides a unique opportunity to pursue part of your studies at an international university thus gaining added experience and fresh insight into your field of study.
Students generally have the opportunity to join an exchange programme, internship, or summer courses. However, exchanges are always subject to faculty approval.
Students have the opportunity to have courses evaluated as part of their studies at the University of Iceland, so their stay does not have to affect the duration of their studies.
Graduates may work in:
This list is not exhaustive.
What interests you?
Follow the path
If you still have questions, feel free to contact us.
The School office offers support to students and lecturers, providing guidance, counselling, and assistance with various matters.
You are welcome to drop by at the office in Gimli or you can book an online meeting in Teams with the staff.
