MARKETING (CAND.MERC.)

Fakta om uddannelsen 
Undervisningssprog: Engelsk  (Se sprogkrav)  | Studiested: Aarhus  |  Studiestart: August / september (ingen vinterstart)

Introduktion

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 prepares you for a wide range of international management careers within the private and public sectors including:  

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

Adgangskrav

Direkte adgangsgivende bacheloruddannelser

De erhvervsøkonomiske bacheloruddannelser HA og B.Sc. in Business Administration herunder alle toninger fra Aarhus BSS ved Aarhus Universitet giver adgang til cand.merc. og cand.merc.aud. Bemærk at der er særlige krav til valgfagssammensætningen ved HA (jur.).

Har du en bacheloruddannelse i erhvervsøkonomi, HA (Generel erhvervsøkonomi) fra en dansk uddannelsesinstitution opfylder du automatisk de specifikke adgangskrav, og kan optages direkte, hvis der ikke er adgangsbegrænsning på specialiseringen.

Du vil også med en HD (erhvervsøkonomisk diplomuddannelse) kunne optages på en erhvervsøkonomisk kandidatuddannelse, dog med krav om supplerende fag svarende til 20 ECTS. Du kan i oversigten over suppleringsfag se hvilke fag du skal supplere med, hvis du ønsker at starte på kandidatuddannelsen. Fra optagelsen i 2018 og fremad skal suppleringsfagene være bestået inden studiestart på kandidatuddannelsen.  

Adgang med anden uddannelse

Hvis du har en uddannelse med tilsvarende fagligt indhold, kan du få den vurderet ved Optagelse til kandidat og tilvalg. Vurderinger laves mellem 1. september og 1. december. I vurderingen vil der blive lagt vægt på, at din bacheloruddannelse har et tilstrækkeligt indhold af erhvervsøkonomiske fag, således at følgende fagområder er dækket i det angivne ECTS-omfang, se nedenfor.

Kvantitativ og Kvalitativ Metode

15 ECTS

Driftsøkonomi

15 ECTS

Marketing

7,5 ECTS

Finansiering og Regnskab

15 ECTS

Ledelses- og Organisationsteori

7,5 ECTS

Mikroøkonomi

5 ECTS

Ekstra ECTS inden for ovennævnte fagområder

15 ECTS

I alt inden for Erhvervsøkonomi

80 ECTS

 

Sprogkrav

Undervisningssproget er engelsk, og derfor skal alle ansøgere dokumentere engelsk på dansk gymnasialt B-niveau eller tilsvarende.

Uddannelsens opbygning

STUDIEORDNING

I studieordningen kan du finde yderligere oplysninger om, hvad de enkelte fag indeholder. Du kan også se studiets opbygning, og hvilke krav, der bliver stillet til dig som studerende – herunder eksamensformer og eksamenskrav.

I studiediagrammet nedenfor kan du klikke på de forskellige fag og læse de enkelte fagbeskrivelser.


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, 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.


SPECIALISATION COURSES

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 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.

Studieliv

Undervisning

Som studerende på en universitetsuddannelse skal du regne med at undervisningsformerne er noget anderledes, end hvad du kender fra gymnasiet eller handelsskolen. Som studerende er du i langt højere grad end tidligere ansvarlig for din egen indlæring og uddannelse.

Undervisningsåret er delt ind i to semestre. Der er rusintroduktion i uge 35. Første semester starter i uge 36 (ca. 1. september) til ca. midt december med eksamensperiode fra ca. midt december til 31. januar. Anden semester løber fra ca. 1. februar til midt i maj, hvor der eksamensperiode indtil 30. juni. 
Bemærk, at dette er udgangspunktet, og der kan forekomme variationer.

Vores undervisning og undervisningsformer gør vores studerende og vores dimittender attraktive for erhvervslivet.

Gruppearbejde

Ved at løse opgaver i grupper, som typisk består af tre til fire studerende, lærer du at arbejde sammen med dine medstuderende omkring en given opgave.

Læsegrupper har også en funktion uden for eksamensperioderne. Her har du mulighed for sammen med gruppen at diskutere faglige problemer og gennemgå materialet til næste undervisningsgang.

Læsegrupper får på den måde både en social og en faglig funktion.

Forelæsninger og holdtimer

Til forelæsninger i et auditorium kan der være plads til op mod 300 studerende. Den anden halvdel foregår som holdtimer eller øvelsestimer, ligesom du kender det fra gymnasiet eller handelsskolen. Her er der mulighed for at stille spørgsmål, gennemgå øvelser og diskutere stoffet.

Følg studielivet på Aarhus Universitet

- oplevet, fotograferet og filmet af de studerende selv.

Med tusindvis af billeder giver #yourniversity dig et indblik i hverdagen som studerende på AU, i festerne, overspringshandlingerne, eksamen og alt det andet, du kommer til at bruge din studietid på.

 

Billederne er brugernes egne, delt med #Yourniversity, #AarhusUni og fagspecifikke AU-hashtags.

Karriere

Arbejdsopgaver som færdiguddannet

Data er indsamlet via AU’s beskæftigelsesundersøgelse 2013/2014. Data repræsenterer ikke et udtømmende billede af den pågældende uddannelses arbejdsmarked og alumnernes arbejdsopgaver, men giver udelukkende et billede baseret på undersøgelsens respondenter de pågældende år.

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. 

PROFILE OF COMPETENCIES

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 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.