Master's Thesis


Prerequisite/Recommended prerequisite for participation in the module

The student must have passed all previous modules with the grade 02 or higher.

Content, progress and pedagogy of the module

In the master’s thesis, students will work on identifying, examining, analysing and reflecting on theoretical and practical problems that are closely related to the core professional competencies within marketing. Students have the option to do this by collaborating with a company or organization.

During this module, students will be assigned a supervisor and create a written report that illustrates critical and reflexive competencies related to problem-solving and developing arguments on an academic level.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • conducting and leading a project from idea to completion.
  • central problems as they are identified within the academic community related to marketing and sales.
  • the role of empirical and theoretical context in formulating, exploring and analysing problems related to marketing and sales.


The objective is that the student after the module possesses the necessary skills in:

  • structuring overall project design, how to identify work packages, sequencing and how to plan the sequence.
  • developing a research design to examine a relevant problem within marketing and reflect on how the choice of research methods influences the analysis and results.
  • proposing possible solutions to a central problem within marketing on the basis of scientific analyses.


The objective is that the student after the module possesses the necessary competences in:

  • designing and completing research projects, where relevant marketing-related problems are explored from idea phase to implementation of suggested solutions.
  • developing a scientific argument in writing and orally using evidence to make a case.
  • applying relevant theories to analyse a relevant problem within marketing and use this knowledge to argue for selected solutions on the basis of scientific argumentation independently and in teams.

Type of instruction

For information see §17.



Name of examMaster's Thesis
Type of exam
Master's thesis/final project
Group examination with max. 4 students and the possibility to be examined individually. The student may also choose to write the project alone.
Assessment7-point grading scale
Type of gradingExternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleKandidatspeciale
Module codeKAMAR202010
Module typeProject
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAAU Business School
FacultyFaculty of Social Sciences and Humanities