Marketing, Innovation, and Entrepreneurship


Content, progress and pedagogy of the module

Innovation is about finding new solutions to problems and bring new products and services to market. This module introduces  students to marketing theories and concepts to improve their understanding and management of innovation within firms and markets.

Learning objectives


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

  • marketing theories and concepts related to entrepreneurship and innovation.
  • the role of customer value and needs in innovation and entrepreneurship.
  • theoretical and practical knowledge on how organizations can create superior customer value through digital transformation and digitalization.


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

  • defining and explaining central aspects of marketing in relation to entrepreneurship and innovation.
  • designing a marketing mix that creates value for customers.
  • applying a marketing lens to understand and manage innovation and entrepreneurship within firms.


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

  • applying marketing theories, concepts, and expertise to understand central problems within innovation and entrepreneurship.
  • proactive identification and exploitation of opportunities for acquiring and retaining customers through innovative approaches to value creation.
  • applying a problembased approach to identifying customer needs and suggesting products or services that meet those needs.

Type of instruction

For information see § 17.



Name of examMarketing, Innovation, and Entrepreneurship
Type of exam
Written or oral exam
Individual examination.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleMarketing, innovation, og iværksætteri
Module codeKATEI202210
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


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