AØKA08202U Marketing

Volume 2013/2014
BSc in Economics
MSc in Economics
The course gives the student deep insight, knowledge and understanding of the background for the modern marketing discipline and marketing planning based on the mission of continuously generating customer value and fulfilling customer needs better than competitors.

During the course the different main markets will be analyzed and conceptualized, we will go into customer analysis and the components in competitor analysis. Analyzing the macro environment will be the last step before setting up a SWOT analysis. Based on the situation analysis the student will get a structured knowledge of criteria for segmenting the market, selecting target groups and choosing strategies for positioning the product offer. Setting up different kind of objectives for the marketing activity is the important step before strategies for the different basic elements in the marketing-mix, product, price, place and promotion will be discussed. And the course will end up with different techniques and tools for monitoring and evaluating the results of a marketing campaign.
Learning Outcome
To make the student familiar with the modern marketing “mind set” and the basic marketing concepts, mechanisms and instruments (the marketing-mix) that is necessary to manage and plan for the marketing driven company or organization. The fundamental outlook is the evolution from push to more pull based marketing strategies as a consequence of the increasing digital network society with more fragmented, interactive and involving customers.

The student will get knowledge, insight and tools to be prepared to do a comprehensive and beneficial analysis of the business environments for a specific company or organization, leading to the development and argumentation of a marketing strategy and plan including evaluation of the effects and critical reflections on the return of marketing investment (ROMI).
Curriculum: David Jobber and John Fahy: Foundations of Marketing, fourth edition, McGrawHill (2012)
3 hours of lectures per week in 14 weeks.
  • Category
  • Hours
  • Exam
  • 3
  • Lectures
  • 42
  • Preparation
  • 161
  • Total
  • 206
7,5 ECTS
Type of assessment
Written examination, 3 hours under invigilation
The examination takes place at Peter Bangs Vej 36.
Exam registration requirements
A compulsive report on max. 8 pages covering a situation analysis and marketing strategy for an individual selected product/service/event, must be passed.
All aids allowed
Marking scale
7-point grading scale
Censorship form
External censorship
100 % censurship
Exam period
Will be updated before the start of the semester
Same as ordinary. But if only a few students have registered for the re-exam, the exam might change to an oral exams with a synopsis to be handed in. This means that the examination date also will change.
Criteria for exam assesment
The Student must in a satisfactory way demonstrate that he/she has mastered the learning outcome of the course.