The Marketing programme includes an all-important approach to management decision-making as well as a set of business functions. Marketing is indispensable in top management's choices of served markets, competitors, and business portfolios. Customers are central to marketing, which to a large extent involves making promises to customers and then meeting the expectations thus created. This is accomplished through the firm's own value creation activities, but also through support for the value creation process of customers, channel members and other stakeholders. These activities and processes are often international in scope, which is reflected in the content of the different courses in various ways. The international aspect of the marketing programme is also evident in the international faculty and study body, as well as in the possibility to study abroad for a semester.
Thus, the marketing programme prepares you for a wide range of international management careers within the private and public sectors including:
- entrepreneurial management
- innovation management
- communication management
The programme in Marketing qualifies you in state-of-the-art approaches to each of the following marketing policy areas:
- innovation and channel management
- product/market selection
- pricing and profit planning
- marketing research
- customer relationship
- communications management
These areas will be taught in individual courses and integrated into an advanced course on marketing management and strategy.
In the first semester four prerequisite courses offer you an advanced insight into the theories of social sciences that are crucial for the understanding, definition and solution of marketing problems.
The Marketing Research course gives you a set of tools and models that are essential for the design and evaluation of empirical studies that can support decisions in the marketing policy areas. The course will cover major research tasks and methods including the construction of questionnaires, scale development, observational methods, response models and choice models.
The Marketing in Context course enable students to identify and analyse the stakeholders, flows and interactions, which are impacted by and which impacts on particular changes in the boundary conditions of a marketing system. Also, you will be able to analyse macro-marketing environments and marketing systems in order to develop strategies, which further the aims of the focal stakeholders, whether these are private companies, governmental and/or non-governmental organisation.
Economics of Strategy
This course studies how firms create a competitive advantage and maintain it, and analyses strategic choices regarding the boundaries of the firm, the incentive mechanisms and the organisational structure that will best serve their strategies.
The Economic Psychology covers the fundamentals of human behaviour in economic contexts, from a social cognition perspective as well as from a judgment and decision-making perspective. The course applies fundamental theories and methods to key areas in marketing, including consumer and industrial buyer behaviour, marketing management, pricing, communication, innovation, and relationship marketing.
The second semester comprises the following compulsory specialisation courses
Marketing Communication discusses the role of communication as well as of how the integration of several communication tools may support to achievement of the overall goal of the firm’s communication strategy.
Pricing Strategy provides an introduction to the firm’s pricing problem and provides practical techniques to understanding price setting in the context of the firm’s customers, costs and competition.
Innovation Management focuses on understanding the challenges, mechanisms and approaches for the management of innovation.
Managing Marketing Channels and Networks presents the concepts and analytical tools needed to design, build and manage distribution channels and networks.
Customer Relationship Management provides an insight into the theoretical and conceptual foundations of CRM, how CRM can enhance organisational performance and the role of measuring and managing customer satisfaction, customer loyalty and customer profitability.
Marketing Management and Strategy ends the semester by focusing on marketing management from a strategic perspective, combining and linking all policy areas to decision-making at top management level.
In the third semester you can choose elective courses within your areas of interest. The courses can either be taken at Aarhus BSS during the semester, at the AU Summer University or at one of our more than 300 partner universities abroad. You can also participate in internship programmes either in Denmark or abroad.
The fourth semester is devoted to the final thesis. You may choose the topic of the thesis freely and so get a chance to concentrate on and specialise in a specific field of interest. The thesis may be written in collaboration with another student or it may be the result of your individual effort. When the thesis has been submitted, it is defended before the academic advisor as well as an external examiner.