AØKA08202U  Marketing

Volume 2017/2018

MSc programme in Economics – elective course

Bacheloruddannelsen i økonomi – valgfag

The Danish BSc programme in Economics - elective course

Sidefagsuddannelsen i Økonomi-Erhvervsøkonomi - valgfag på KA delen


Making the students familiar with the modern marketing “mind set” and basic marketing concepts, mechanisms and instruments based on a Marketing audit
including Porters value Chain, The BCG matrix, customer and competitor analysis, Porters Five Forces, PESTEL analysis and SWOT.

Strategies for growth, generic value strategies, the STP model and the DAGMAR model for selecting and setting up marketing objectives will be introduced and discussed in combination with the SMART model for useful objectives, that can be monitored and evaluated.

The marketing mix, the 7 P´s (product, price, place, promotion, people, physical evidence and processes) will be defined, analyzed and exemplified with special focus on 1) the product parameter, generating value for customers better than competitors and 2) the promotion parameter and planning for integrated marketing communication activities off- and online.

Learning Outcome

After completing the course, the student should be able to:


  • understand and discuss the general marketing concept of being able to deliever value to the predefined customers/targetgroups

  • define and discuss the micro, meso and macro environments around a brand/company

  • identify and discuss relevant future marketing activities and objectives
    following the tools and structure in the marketing mix model


  •  manage the topics, methods, tools and theories learned during the

  • analyze and asses external market opportunities and threats,
     internal company  strenghths and weaknesses

  • set up and argue for objectives and a structured plan for strategic and

  • tactic marketing activities, including estimates of ROI


  • bring into play the achieved knowledge and skills in new contexts,

  • take responsibility of and organize the process of marketing
    audit and marketing planning

  • analyze, interprete and discuss markets, trends, target groups and marketing activities in general

David Jobber and John Fahy: Foundations of Marketing, Fifth edition, McGraw-Hill Education (2015) ISBN: 13-97800777167950

Theodore Levitt: Marketing Myopia, Harvard Business Review 1969/2004

John Philip Jones: Advertising, strong or weak force. Chapter in the book Advertising and markets, NTC publications, 1996

Roy Langer: New subtle Advertising Formats. Chapter in the book Branding and advertising, CBS press, 2003

General analytical skills and understanding of potential cause and effects in a rapid changing world where nothing is equal.
Lectures covering theories, concepts and related examples from real life and with inspiring contributions/examples from the students in every lecture.
3 hours lectures a week from week 6 to 20 (except holidays).

Timetable and venue:
The schedule for the semester spring 2018 will be available no later than 7th of November 2017
7,5 ECTS
Type of assessment
Written examination, 3 hours under invigilation
at the computers of the University.
The exam assignment is given in English and must be answered in English.
Exam registration requirements

Compulsory report on max. 8 pages (to be passed) covering 1) a Marketing audit and 2) recommendation for a marketing strategy for an individual selected brand/service/event

All aids allowed
Marking scale
7-point grading scale
Censorship form
External censorship
if chosen by the Head of Studies.
Exam period

The schedule for the exam 2018 will be available no later than 7th of November 2017


The written exam takes place in the exam venues of the university 

The exact time of the exam will be informed in the Self-Service at KUnet.


For enrolled students more information about examination, rules, exam schedule etc. is available at the intranet for master students (UK) and master students (DK).


The schedule for the reexam 2018 will be available no later than 7th of November 2017


The written exam takes place in the exam venues of the university 

The exact time of the exam will be informed in the Self-Service at KUnet.


If only a few students have registered for the re-exam, the exam might change to an oral exam including the date, time and place for the exam, which will be informed by the Examination Office.


For enrolled students more information about reexamination, rules, schedule etc. is available at the intranet for master students (UK) and master students (DK).

Criteria for exam assesment

Students are assessed on the extent to which they master the learning outcome for the course.

To receive the top grade, the student must be able to demonstrate in an excellent manner that he or she has acquired and can make use of the knowledge, skills and competencies listed in the learning outcomes.

In order to earn the grade 12, the student shall demonstrate

- depth insight and understanding of the important theories, processes and
  concepts of customer behavior, marketing strategy and planning

- structured and relevant academic marketing analysis for a specific brand/
  company and its market with the purpose of planning relevant marketing

- ability to conduct marketing planning and argue for a marketing mix and
  objectives based on a thorough marketing audit

  • Category
  • Hours
  • Lectures
  • 42
  • Preparation
  • 161
  • Exam
  • 3
  • Total
  • 206