Course content

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.


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

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

Lectures covering theories, concepts and related examples from real life and with inspiring contributions/examples from the students in every lecture.

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

3 hours lectures a week from week 6 to 21 (except holidays).

The overall schema for the Master courses can be seen at KUnet:
MSc in Economics => "courses and teaching" => "Planning and overview" => "Your timetable"
BA i Økonomi/KA i Økonomi => "Kurser og undervisning" => "Planlægning og overblik" => "Dit skema"

Timetable and venue:
To see the time and location of lecturesplease press the link under "Se skema" (See schedule) at the right side of this page (F means Spring).

You can find the similar information partly in English at
-Select Department: “2200-Økonomisk Institut” (and wait for respond)
-Select Module:: “2200-F20; [Name of course]”
-Select Report Type: “List – Weekdays”
-Select Period: “Forår/Spring – Week 5-30”
Press: “ View Timetable”

7,5 ECTS
Type of assessment
Written examination, 3 hours under invigilation
The exam assignment is given in English and must be answered in English.
Written aids allowed
Marking scale
7-point grading scale
Censorship form
No external censorship
The exam can be selected for external assessment.
Criteria for exam assessment

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


To receive the top grade, the student must with no or only a few minor weaknesses be able to demonstrate an excellent performance displaying a high level of command of all aspects of the relevant material 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 in this course 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

Single subject courses (day)

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