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MARKETING

Introduction

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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:  

  • consulting
  • 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.

 

Admission requirements

Students that hold a bachelor’s degree in Business Administration or a BSc degree from Business and Social Sciences, Aarhus University can pursue direct admission to MSc programmes in Economics and Business Administration (including the MSc in Economics and Auditing) after they finish their bachelor’s degree programme. Please note that there are specific requirements to the composition of the electives for the Danish Bachelor’s degree in Business Administration and Commercial Law.

Students holding a Graduate Diploma in Business Administration (HD) can also pursue admission to the MSc programmes in Economics and Business Administration. The admission will be conditional on the fulfillment of supplementary courses. If you hold an HD(R) please fill out this form (available only in Danish) to sign up for the supplementary courses. If your hold a different type of HD degree you can apply for the supplementary courses as single subject courses during daytime (Tomplads-ordningen). You can read about deadlines and the application procedure here: www.au.dk. 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, you can have your qualifications assessed by Aarhus University, Admission in order to find out if you meet the admission requirements. Please contact ma.admission@au.dk for further information. You can receive a pre-assessment between 1 September and 1 December. The assessment will prioritize the sufficient content of the following subjects and ECTS-points, cf. below.

Quantitative and Qualitative Methods

15 ECTS

Managerial economics and Operations Management

15 ECTS

Marketing

7,5 ECTS

Finance and Accounting

15 ECTS

Organisation-  and Leadership Theory

7,5 ECTS

Microeconomics

5 ECTS

Additional ECTS points within the abovementioned areas

15 ECTS

Total ECTS within Economics and Business Administration

80 ECTS

 

Language requirements

Since English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency

 


 

 

Programme structure

 

PREREQUISITE 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 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.

The Customer Value and Innovation course provide students with an in-depth understanding of the challenges, mechanisms and approaches for facilitating value creation and innovation activities, including 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.


SPECIALISATION COURSES

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. 

Managing Marketing Channels Relationship focuses on developing and maintaining relationships between a focal company and its customers, channel members, suppliers, competitors and other actors in its network that are relevant for the creation of value for customers.

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.

 

 

Student life

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Learning in an international contex

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

All researchers employed are engaged in research projects spanning a wide range of different subjects and focusing on knowledge and skills considered essential for professional business activities in the global market place. 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, experience gathered and friendships 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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Career

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.

Career reflections from Aarhus Universitet on Vimeo.

JOB PROFILE

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

  • marketing manager
  • product manager
  • communication manager
  • positions focusing on strategic
    market orientation
  • positions in market research
  • marketing strategy and planning
  • relationship management (Key Account Manager)
  • marketoriented product management (development)
  • strategic market development among others. 

PROFILE OF COMPETENCIES

The MSc programme in Marketing qualifies students in state-of-the-art approaches to each of the following marketing policy areas: innovation, channel management, product/market selection, pricing and profit planning, marketing research, customer 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 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.

As regards 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 first job

”It is important to show that you are enthusiastic about what you do. Be humble but take responsibilities for many tasks so you show initiative to the employer. The first job is about learning to manage oneself in a workplace. You will get frustrated but this is a natural part of learning”.

(Msc in Marketing).

”It is all about getting in a company even though it is not your dream job. (…) It is much easier to choose for yourself and get to caracterise your career path when you already are in the job market”.
(Msc in Marketing).

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Revised 08.08.2016