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Marketing is indispensable in top managements choice of markets, competitors and business portfolios. The Marketing programme provides students with qualifications in state-of-the-art approaches in several marketing policy areas: innovation and channel management, product/market selection, pricing and profit planning, marketing research, customer relationships, and communications management.
The first semester features the following courses: Marketing in Context, Marketing Research, Economics of Strategy and Economic Psychology. The first course places the marketing discipline in a wider context, while the following three provide students with the methodological and theoretical underpinnings for their study.
The second semester comprises the following specialising courses: Marketing Communication, Pricing Strategy, Innovation Management, Managing Marketing Channels and Networks, Customer Relationship Management, and Marketing Management and Strategy. The first five courses provide students with qualifications in central marketing policy areas, while Marketing Management and Strategy focuses on marketing management from a strategic perspective, thereby linking all policy areas to decision-making at top management level.
In the third semester, students can choose courses in their areas of interest. These can be taken at Aarhus University, at a partner university outside Denmark, or at the AU Summer University. Students can also participate in internship programmes in Denmark or abroad.
The fourth semester is devoted to the final thesis, where students have the opportunity to concentrate on and specialise in a specific field of interest.
Graduates with a specialisation in marketing are qualified to fill positions in a broad range of areas, including marketing management, communications management, strategic market orientation, marketing strategy and planning, relationship management (as key account managers), and market-oriented product management (development).
1st semester 30 ECTS
- Research Methods
- Marketing in Context
- Economics of Strategy
- Economic Psychology
2nd semester 30 ECTS
- Marketing Communication
- Customer Relationship Management
- Innovation Management
- Managing Marketing Channels and Networks
- Pricing Strategy
- Marketing Management and Strategy
3rd semester 30 ECTS
- Study abroad
- Summer University
4th semester 30 ECTS
In the third semester you can choose elective courses within your areas of interest. The courses can either be taken at Business and Social Sciences during the semester, at the AU Summer University or at one of our more than 200 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.