Strategy and Marketing incl. project


Content, progress and pedagogy of the module

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.

Learning objectives


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 examStrategy and Marketing incl. project
Type of exam
Oral exam based on a project
Permitted aids
All written and all electronic aids
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 titleStrategi og marketing inc. projekt
Module codeBAEBA201711
Module typeProject
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Education ownerBachelor of Science (BSc) in Economics and Business Administration
Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities