The content of the module takes the company's external environment as a point of departure and includes work with marketing and market analysis as well as strategic theories, models and perspectives within business economics; moreover, project work, which seeks to apply these theories, models and perspectives on an issue from within marketing. The students may choose whether the project work should take as its starting point a case company, a concrete company, several companies or organisations or industries.
The student must through the module obtain knowledge about:
Acquiring knowledge of markets, customers, management and an understanding of organisation, business operations, development, management and use of information systems, communication and business policy and strategy.
Acquiring knowledge of the elements of marketing and market analysis.
The student must through the module obtain skills in:
Evaluating the theoretical and practical issues applying to strategy and marketing.
Using and disseminating business economics methods and tools.
The student must through the module obtain competences to:
Managing complex and development-oriented situations; developing cognitive ability for critical thinking, analysis and synthesis, efficient problem-solving and decision-making through the use of qualitative and quantitative skills.
Conducting a critical analysis of data, information sources and methods.
|Name of exam||Strategy and Marketing incl. project|
|Type of exam|
Oral exam based on a project
All written and all electronic aids
|Assessment||7-point grading scale|
|Type of grading||External examination|
|Criteria of assessment||The criteria of assessment are stated in the Examination Policies and Procedures|
|Danish title||Strategi og marketing inc. projekt|
|Language of instruction||English|
|Location of the lecture||Campus Aalborg|
|Responsible for the module|
|Study Board||Study Board of Business Economics|
|Department||AAU Business School|
|Faculty||The Faculty of Social Sciences|