Content, progress and pedagogy of the module

The objective of the module is to introduce the student to basic concepts and models within marketing.

The key task is to give the student an in-depth understanding of the need to be market-oriented. In order to convey this understanding, there must be focus on the customer's experience of value which is the foundation for the company's earnings and sustainability in the market.

The module provides insight into the ways in which relevant information that is key to marketing decisions may be collected, how market behaviour may be understood and analysed, and how business processes and strategies are organised to promote the overall consideration of value creation that lies in meeting the customer’s expectations and demands. The centrepiece of the discussion will lie in the interaction between the company’s positioning, customers and societal conditions.

Learning objectives


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

  • key theoretical approaches to marketing and market behavior.
  • key methodical approaches to exploring marketing, theoretically and practically.


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

  • to select relevant and key methods to exploring marketing, theoretically and practically.
  • to identify key theoretical and practical issues within marketing.
  • to use digital platforms for planning and implementing project and group processes, as well as analysing and assessing the significance of the chosen methods for own learning, the group's learning and the quality of the project work.


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

  • to independently be able to plan and implement analyses of key issues within marketing.
  • to apply a problem-oriented approach to key issues within marketing.

Type of instruction

For information see §17.



Name of examMarketing
Type of exam
Oral exam based on a project
Group examination with max. 6 students.
Permitted aidsAs stated in Appendix 2 in the Examination Policies and Procedures.
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
Module codeBAEØK202212
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