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About the programme 
Language: English  (See language requirements)  | Place of study: Aarhus  |  Commencement: August / September (no winter intake)


The Marketing programme focuses on consumer insights and customer needs in order to provide products and services of value for the target market and target customer group that the company is serving. It thus includes an all-important approach to management decision-making and covers a set of business functions, taking into account the company’s business portfolio, the competitors behaviour in the market, and the trends in the macro-environment. Customers are central to marketing, and the main aim is to make brand promises and create high expectations to customers, and then reliably meet or exceed the expectations thus created, in order to achieve customer satisfaction and support brand loyalty. 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 naturally international in scope. The international aspect of marketing is also reflected in the international faculty and study body, as well as in the possibility to study abroad for a semester. 

Thus, the marketing programme provides you with the analytical and academic skills of a research-based higher education, thus preparing you for a wide range of national and international management careers within the private and public sector, including:

  • Consumer and market research
  • Product and brand management
  • Communication or advertising
  • Consulting
  • Entrepreneurial and innovation management

Admission Requirements

Students that hold a Bachelor of Science degree in Economics and Business Administration (HA) or variants hereof from Aarhus University can pursue direct admission to the MSc programmes in Economics and Business Administration after they complete their Bachelor’s degree programme.

If you hold a Bachelor’s degree in Economics and Business Administration, Bsc (HA) from one of the Danish universities, you fulfill the specific admission requirement for the Master’s degree programmes in Economics and Business Administration (cand.merc.).

If you hold a Graduate Diploma in Business Administration (HD), you can also pursue admission to the MSc programmes in Economics and Business Administration. However, it is required that you complete supplementary courses corresponding to 20 ECTS. For information on which supplementary courses you should take please check the overview of supplementary courses for HD (available only in Danish).   

Students that hold a degree from another university

If you hold a degree from another university, your qualifications will be assessed once you have applied for admission. You can also have your qualifications pre-assessed by Aarhus University, Admission between 1 September and 1 December in order to find out if you meet the admission requirements. Please contact ma.admission@au.dk for further information about pre-assessments between 1 September and 31 October.  The assessment will prioritize the sufficient content of the following subjects and ECTS-points:

Quantitative and Qualitative Methods


Managerial Economics and Operations Management



7,5 ECTS

Finance and Accounting


Organisation- and Leadership Theory

7,5 ECTS



Additional ECTS points within the abovementioned areas


Total ECTS within Economics and Business Administration


Language requirements

Since English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency.
Please see the page on language requirements.

Programme Structure


Below is an outline of the courses:



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, which 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 Theory course enables students to understand developments and perspectives within the marketing discipline, and to identify marketing concepts and theories relevant for the analysis and solution of marketing problems at hand. Also, the course relates to ethical issues and to the interests of different stakeholders.  

The Customer Value and Innovation course provides students with an in-depth understanding of the challenges, mechanisms and approaches for facilitating value creation and innovation activities. This includes the strategies, structures, processes, and the kind of culture that enhances the ability of firms to develop innovative value propositions and facilitate customers’ value creation processes.

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, and how the integration of several communication tools may support the 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 in terms of understanding price setting in the context of the firm’s customers, costs and competition. 

The Marketing Channels and Brand Relationships enables students to analyse and evaluate a company’s position from a marketing channel and network perspective, and to build brand relationships in different types of markets.

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 be taken either 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 Master's thesis. You may freely choose the topic of the thesis and thereby 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.

Student Life


Learning in an International Context

At Aarhus BSS, we conduct research at the highest academic level.

All researchers employed are engaged in research projects covering a wide range of different subjects and focusing on knowledge and skills considered essential for professional business activities in the global marketplace. All faculty have both research and teaching responsibilities which means that our teaching is continually based on the latest research results.

Aarhus BSS is very internationally oriented. The broad scope of our research activities and educational programmes enable us to attract researchers, teachers, and students from all over the world, and this creates an international environment for research and learning in which academic views are exchanged, experiences are gathered and friendships are formed.

Aarhus University is a leading university in Denmark in building student exchange opportunities. The university encourages all students to spend time studying abroad. Every year, more than 700 students from Aarhus BSS go abroad to participate in exchange programmes around the world at our more than 300 partner universities. About the same number of students from all over the world come to participate in the exchange programme in Aarhus, and this contributes to a truly international learning atmosphere.

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Tasks as a Graduate

This data is derived from AU's 2013/2014 employment survey. This data should not be considered a completely accurate representation of the labour market and job functions for all graduates of the individual degree programmes. It exclusively represent the responses submitted to the survey in the years in question.


The specialisation in Marketing gives you the skills to fill a position as 

  • Marketing manager
  • Product or brand manager
  • Communication manager
  • Positions focusing on strategic
    market orientation
  • Positions in market research
  • Marketing strategy and planning
  • Relationship management (Key Account Manager)
  • Market-oriented product management (development)
  • Strategic market development among others. 


The MSc programme in Marketing qualifies students in state-of-the-art approaches to each of the following strategic marketing areas: innovation, channel management, product/market selection, pricing and profit planning, marketing research and consumer insights, customer and brand relationship, and communications management. These areas are taught in individual courses and integrated into an advanced course on marketing management and strategy.

More specifically the programme will provide students with analytical competences in relation to: the study of customer behaviour, identification and choice of targets, suppliers and competitors, the design and selection of appropriate marketing studies and models, and the development of marketing plans encompassing the most complex issues of concurrent marketing trends. For instance, students will be able to:

  • Understand and explore the complex and interrelated factors impacting customer behavior, as a basis for deriving market-oriented business strategies
  • Create and manage profitable processes of customer value creation, communication, delivery and exchange and build and grow customer relationships
  • Contribute to future business growth entailed in market trends and changes, as well as to the creation of value for society as at large

Regarding communicative, cooperative, cultural and persuasive competences, the marketing programme will enable students to develop, present, plan, recommend and evaluate marketing scenarios and strategies for national and global business and non-business organisations.

The marketing programme hence prepares students for a wide range of management careers in the private and public sectors including consulting, entrepreneurial management, innovation management and communication management, all of which are currently in heavy demand.

From Studies to the First Job

"The analytical courses of the masters in marketing gives you a strong foundation of what you need to push yourself into an exciting career. Combine that with curiosity, hard-work and experiences obtained during studies and you have a strong profile ready to take the world head on." (Msc in Marketing).

Studying Marketing at Aarhus University has given me the skillset to engage in entrepreneurial ventures and projects with value creation and relevant markets in focus; allowing me to capitalize and engage with the market from launch. (…) It taught me that marketing is not just sales and advertising; it is the notion of creating value. (…) The marketing studies at Aarhus University covered a broad range of relevant topics that has allowed me to reach out in many directions, both in terms of occupations I can fill and the industries in which I can operate in.” (Msc in Marketing).

Read more about what a number of our alumni work with in their first job after graduation.