Marketing

• Economic Psychology (10 ECTS)
• Marketing Theory (5 ECTS)
• Marketing Research Methods (10 ECTS)
• Customer Value and Innovation (5 ECTS)

• Marketing Communication (5 ECTS)
• Marketing Channels and Brand Relationships (10 ECTS)
• Marketing Management and Strategy (10 ECTS)
• Pricing Strategy (5 ECTS)

• Elective Courses (30 ECTS)

• Master's Thesis (30 ECTS)

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.