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Marketing Science


Admission requirements

Master students


Marketing Science is a multidisciplinary subject. The course addresses core concepts and fundamental principles of marketing and discusses state-of-the-art topics and research methods in the ever-changing field of marketing, such as neuromarketing and artificial intelligence in marketing, etc. This course will link academic and practical insights to highlight how to adaptively apply marketing tools in managing business practices in this digital age.

Course objectives

By the end of the course, the student should be able to:

  • apply segmentation, targeting, and positioning to develop marketing strategies

  • apply marketing tools (e.g., AI-driven customer segmentation tools, data-driven predictive modeling) to guide business practices

  • develop marketing research and draw managerial conclusions

  • understand the importance of applying neuroimaging and other emerging methods/tools in marketing research and business practices


You will find the timetables for all courses and degree programmes of Leiden University in the tool MyTimetable (login). Any teaching activities that you have sucessfully registered for in MyStudyMap will automatically be displayed in MyTimeTable. Any timetables that you add manually, will be saved and automatically displayed the next time you sign in.

MyTimetable allows you to integrate your timetable with your calendar apps such as Outlook, Google Calendar, Apple Calendar and other calendar apps on your smartphone. Any timetable changes will be automatically synced with your calendar. If you wish, you can also receive an email notification of the change. You can turn notifications on in ‘Settings’ (after login).

For more information, watch the video or go the the 'help-page' in MyTimetable. Please note: Joint Degree students Leiden/Delft have to merge their two different timetables into one. This video explains how to do this.

Mode of instruction


Assessment method

The final grade will be composed of the following three parts:

  • 50% closed-book written examination

  • 20% marketing plan/research

  • 30% participation & interaction (five group assignments and peer review )

A week after the final grades are known an announcement will put on Brightspace with the date, time and location where students can review the exam and standard answers.

The teacher will inform the students how the inspection of and follow-up discussion of the exams will take place.

Reading list

  1. Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2019. Marketing: an introduction. Pearson UK.
  2. Edelson, M., Sharot, T., Dolan, R.J. and Dudai, Y., 2011. Following the crowd: brain substrates of long-term memory conformity. science, 333(6038), pp.108-111.
  3. Tom, S.M., Fox, C.R., Trepel, C. and Poldrack, R.A., 2007. The neural basis of loss aversion in decision-making under risk. Science, 315(5811), pp.515-518.
  4. Marteau, T.M., Hollands, G.J. and Fletcher, P.C., 2012. Changing human behavior to prevent disease: the importance of targeting automatic processes. science, 337(6101), pp.1492-1495.
  5. Lee, N., Broderick, A.J. and Chamberlain, L., 2007. What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), pp.199-204.
  6. Fisher, C.E., Chin, L. and Klitzman, R., 2010. Defining neuromarketing: Practices and professional challenges. Harvard review of psychiatry, 18(4), pp.230-237.
  7. Morin, C., 2011. Neuromarketing: the new science of consumer behavior. Society, 48(2), pp.131-135.
  8. Campbell, C., Sands, S., Ferraro, C., Tsao, H.Y.J. and Mavrommatis, A., 2020. From data to action: How marketers can leverage AI. Business Horizons, 63(2), pp.227-243.
  9. Luo, X., Tong, S., Fang, Z. and Qu, Z., 2019. Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), pp.937-947.
  10. Rai, A., 2020. Explainable AI: From black box to glass box. Journal of the Academy of Marketing Science, 48(1), pp.137-141.
  11. Paschen, J., Kietzmann, J. and Kietzmann, T.C., 2019. Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing.
  12. Salah, K., Rehman, M.H.U., Nizamuddin, N. and Al-Fuqaha, A., 2019. Blockchain for AI: Review and open research challenges. IEEE Access, 7, pp.10127-10149.
  13. Micu, A., Micu, A.E., Geru, M. and Lixandroiu, R.C., 2017. Analyzing user sentiment in social media: Implications for online marketing strategy. Psychology & Marketing, 34(12), pp.1094-1100.
  14. Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, pp.36-41.
  15. Rita, P., Oliveira, T. and Farisa, A., 2019. The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), p.e02690.


From the academic year 2022-2023 on every student has to register for courses with the new enrollment tool MyStudyMap. There are two registration periods per year: registration for the fall semester opens in July and registration for the spring semester opens in December. Please see this page for more information.

Please note that it is compulsory to both preregister and confirm your participation for every exam and retake. Not being registered for a course means that you are not allowed to participate in the final exam of the course. Confirming your exam participation is possible until ten days before the exam.

Extensive FAQ's on MyStudymap can be found here.


For all questions you can contact

Note: If you are an ICTiBPS student, you can contact the programme coordinator of ICTiBPS for any questions about your program.


  • There is limited capacity for external students. Please contact the programme coordinator.

  • Students are responsible for enrolling/unenrolling themselves for (partial) exams/retakes.

  • Students are responsible for enrolling themselves for (partial) exams/retakes.

  • Students who do not enroll themselves for an exam/retake by the deadline are not allowed to take the exam/retake.

  • Students fail the course if any of the partial components (except the exam) that make up the final mark of the course is assessed below 4.0.

  • Students fail the course if the grade for the (final) exam is assessed below 5.0.

  • The final grade is expressed as a whole or half number between 1.0 and 10.0, including both limits. The result is not to be expressed as a number between 5.0 and 6.0.

  • If one of the components of the final mark constitutes a component that assesses attendance or class participation, students cannot take a retake for this component. Therefore, students fail the course if their mark for this component is less than 4.0.

  • Partial grades, inclusive the exam grade will not be rounded. If partial grades will be communicated, it is possible partial grades are rounded, but unrounded partial grades will be used in the calculation of the final grade. The final grade will be rounded at 0.5 (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • It is not possible to do retakes for group assignments. Therefore, if students fail the group assignment component, they fail the course.

  • Students pass the course if the final mark is 6.0 or higher (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • For courses, for which class participation is an assessment component, students may not be penalised for an absence if the student has a legitimate justification for this absence. The student must notify the program coordinator via email ( of such an absence BEFORE the lecture, describing the reason for missing the lecture. If the student does not notify the program coordinator before the lecture, the student will be penalised. Students may be required to provide further documentation to substantiate their case, and class attendance requirements are only waived under exceptional circumstances such as illness.

  • Students who are entitled to more exam/retake time must report to 10 days before the exam/retake takes place.