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The series of lectures in Marketing Economics and the tutorials have the purpose of providing the students with marketing economic qualifications and competencies by introducing them to the central problems which cover the basic theories, concepts and models of the marketing theory. Through the teaching, the students are provided with a store of marketing economic knowledge and professional skills that enable them to systematically and appropriately to work with marketing problems, i.e. description, analysis and identification of the corporate positions and options as well as formulation of and choices between courses of action. The learning outcome is not only knowledge of the conceptual framework and a number of models and theories, but also the development of a professionally-based analytical approach to marketing economic problems and the application aspect in relation to practical problems.
Course background:
Marketing management or marketing economics, which is the traditional Danish term for the study of marketing in a managerial perspective, plays a central part in private as well as the public organisations' decision-making.
The topics of Marketing Economics are exchanges, transactions and related activities. The course is characterised by both a behavioural and a managerial angle.
The major perspective of the Marketing Economics course is management and control of activities related to exchanges and transactions of products and services. However, the behavioural theoretical understanding of marketing phenomena represents an essential prerequisite of the managerial perspective.
Consequently, the course includes a number of behavioural topics, e.g. behaviour of competitors, consumers and organisations. In addition, the theories and models describing and explaining central marketing activities, such as segmentation, positioning, product development, pricing, market communication and distribution, are also included.
From a managerial perspective, it is about decision-making and thus determination of corporate marketing and competitive strategies and the mentioned modes of operation, combination, design and use of the ‘classical' marketing tools. It is important to make substantiated choices regarding policy of strategy and competition, segmentation and positioning, product policy, pricing policy, communication policy and distribution policy.
The student must have attended the courses at the two previous semesters of the study programme
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Lectures and tutorials
Through the lectures and tutorials, the proximity and link to business-related elements are increased, e.g. by means of guest lecturers from the business community, real-life case studies, company visits, etc.
The tutorials will also be based on the practice element and quite a few real-life case studies with which the students work, discuss and propose solution to.
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The examination in Marketing Economics consists of a group report and an oral individual examination which aims at assessing whether the students have acquired the qualifications and competencies listed under "Knowledge, skills, qualifications".
Students who receive the mark 00 or lower must attend the reexamination according to the same rules as the ordinary examination, i.e. write a new group project and attend an oral examination. In case only one student attends the reexamination, an individual report is accepted.
