Course content

Focus on the relevance and meaning of the marketing “mind set”  and marketing planning process based on understanding of fundamental marketing frameworks, models and mechanisms  
Marketing audit: This includes Porters value Chain, The BCG matrix, customer and competitor analysis, Porters Five Forces, PESTEL analysis and SWOT.


Marketing activities: 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 3) 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 is expected to be able to:



  • Account for important marketing theories, models and concepts
  • Discuss and reflect on the elements in a marketing audit
  • Identify, discuss and theorize a segmentation and positioning strategy
  • Discuss and reflect on the content and mix of marketing activities



  • Master the marketing theories and models for internal and external analysis.
  • Assess, decide and argue for relevant solutions to specific marketing challenges.
  • Argue and discuss marketing issues and planning at a scientific manner.
  • Analyze and interdisciplinary discuss market trends, target groups and marketing activities in an academic manner.



  • Carry through a specific marketing audit based on academic analysis.
  • Manage and argue for planning of marketing activities in complex and dynamic markets.
  • Initiate and be responsible for academic collaborations in solving marketing challenges in new situations.

Lectures, including actual examples and cases, illustrating the theory, concnepts and models combined with classroom discussions and active dialogue.

  • David Jobber and John Fahy: Foundations of Marketing, Sixth edition, McGraw-Hill Education (2019) ISBN: 13-9781526847348



  • Theodore Levitt: Marketing Myopia, Harvard Business Review 1969/2004
  • John Philip Jones: Advertising, strong or weak force. From the book Advertising and markets, NTC publications, 1996
  • Roy Langer: New subtle Advertising Formats. Chapter in the book Branding and advertising, CBS press, 2003
  • Court, David, Dave Elzinga and Susan Mulder: The consumer decision journey”, McKinsey Quarterly, 2009, no. 3
  • David Edelman “Aligning with the Consumer Decision Journey”, Harvard Business Review, 2012

There are no recommended academic qualifications other than the requirements to the study programme.
The student will benefit from attending course Strategic Management before taking the course.

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 lectures please 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”



Individual, written feedback at the mandatory assignment (marketing report)

Collective, oral feedback at the mandatory assignment (marketing report)

7,5 ECTS
Type of assessment
Written assignment, 3 hours
The exam assignment is given in English and must be answered in English.

The Board of Study has decided to change the exam to an online take-home exam, due to the Corona-crisis. The exam is still individual and you may not communicate with others about the exam assignment or solutions in any circumstances.

With aids


Marking scale
7-point grading scale
Censorship form
No external censorship
for the written exam. The exam may be chosen for external censorship by random check.
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
  • Exam
  • 3
  • Preparation
  • 161
  • Lectures
  • 42
  • English
  • 206