The objective of the module is to practice and deepen knowledge about Customer Value, Marketing Strategy and Sales Management, and Foundations of Customer Buying Behavior.
This is accomplished through a group-based project focusing on the modules content as a theoretical starting point, or a combination of both.
Through investigating how real-world firms work with their strategic marketing and sales management and/or how this is fitted with customer buying behavior, the student will gain knowledge about those difficulties related to designing and managing marketing and sales, while also working with how to overcome these.
The objective is that the student after the module possesses the necessary knowledge on:
The objective is that the student after the module possesses the necessary skills in:
The objective is that the student after the module possesses the necessary competences in:
For information see § 17.
|Name of exam||Fundamental Marketing, Customer Value, Sales Management and Customer Buying Behavior|
|Type of exam|
Oral exam based on a projectGroup examination with max. 5 students.
|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||Marketing, kundeværdi, salgsledelse og kundeadfærd|
|Language of instruction||English|
|Location of the lecture||Campus Aalborg|
|Responsible for the module|
|Study Board||Study Board of Economics and Business Administration|
|Department||AAU Business School|
|Faculty||Faculty of Social Sciences and Humanities|