Marketing Project


Content, progress and pedagogy of the module


Firms face a variety of marketing challenges as diverse as identifying promising target groups, continuous development of their offers, strategically designing their sales channels, and managing cross-departmental integration. In the marketing project, selected real-life problems will be focused and dealt with in-depth; that is, students work in their project on solving a business problem.


We expect students to develop specific knowledge on and become familiar with the problem under investigation. They will analyse it through critical thinking and original research. We also seek students to become better versed in identifying relevant theoretical concepts and theories as well as applying them to a practical problem.


Students learn via self-study knowledge about the problem at hand. Furthermore, they will receive knowledge and training to facilitate the project work and writing. The focus lies on students analysing and working on a specific real-life problem.

Learning objectives


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


  • In depth-theoretical knowledge revolving around a selected problem in the field of marketing management.
  • Critical reflection of that theoretical knowledge in a specific industry setting; knowledge about particular business practices in the respective problem setting.
  • Methodological approaches, such as research philosophy and research designs, to conduct business research.


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


  • Departing from a business problem, students define and conceptualize the problem under investigation.
  • Formulating the applied methodological approach, including, for example, the research philosophy, approach to theory development, and research strategies and procedures.
  • Critical discussion of the academic literature, weighing opposing arguments and making choices of what is important or relevant to the given problem.
  • Project- and time-management skills in a group context.


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

  • Analyzing and solving a business problem of a profit or non-profit organization by applying theoretical concepts and theories to the business case at hand.
  • Designing and carrying out business research, aiming to generate results on which basis practical insights and recommendations can be formulated.

Building independently a knowledge base for a specialized topic, allowing for subsequent inquiry into that topic.



Name of examMarketing Project
Type of exam
Oral exam based on a project
Group examination with max. 6 students
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 titleMarkedsføringsprojekt
Module codeKAMAR202216
Module typeProject
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


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