MSc in Economics and Business Administration - Marketing


Program Description

About the Program

  • Language: English
  • Place of study: Aarhus
  • Commencement: August / September (no winter intake)


The Marketing program focuses on consumer insights and customer needs in order to provide products and services of value for the target market and target customer group that the company is serving. It thus includes an all-important approach to management decision-making and covers a set of business functions, taking into account the company’s business portfolio, the competitors behavior in the market, and the trends in the macro-environment. Customers are central to marketing, and the main aim is to make brand promises and create high expectations to customers and then reliably meet or exceed the expectations thus created, in order to achieve customer satisfaction and support brand loyalty. This is accomplished through the firm's own value creation activities, but also through support for the value creation process of customers, channel members and other stakeholders. These activities and processes are often naturally international in scope. The international aspect of marketing is also reflected in the international faculty and study body, as well as in the possibility to study abroad for a semester.

Thus, the marketing program provides you with the analytical and academic skills of research-based higher education, thus preparing you for a wide range of national and international management careers within the private and public sector, including:

  • Consumer and market research
  • Product and brand management
  • Communication or advertising
  • Consulting
  • Entrepreneurial and innovation management

Admission Requirements

Students that hold a Bachelor of Science degree in Economics and Business Administration (HA) or variants hereof from Aarhus University can pursue direct admission to the MSc programs in Economics and Business Administration after they complete their Bachelor’s degree program.

If you hold a Bachelor’s degree in Economics and Business Administration, Bsc (HA) from one of the Danish universities, you fulfill the specific admission requirement for the Master’s degree programs in Economics and Business Administration (cand.merc.).

If you hold a Graduate Diploma in Business Administration (HD), you can also pursue admission to the MSc programs in Economics and Business Administration. However, it is required that you complete supplementary courses corresponding to 20 ECTS.

Students that Hold a Degree from Another University

If you hold a degree from another university, your qualifications will be assessed once you have applied for admission. You can also have your qualifications pre-assessed by Aarhus University, Admission between 1 September and 31 October in order to find out if you meet the admission requirements. Please contact for further information about pre-assessments between 1 September and 31 October. The assessment will prioritize the sufficient content of the following subjects and ECTS-points:

  • Quantitative and Qualitative Methods: 15 ECTS
  • Managerial Economics and Operations Management: 15 ECTS
  • Marketing: 7,5 ECTS
  • Finance and Accounting: 15 ECTS
  • Organization- and Leadership Theory: 7,5 ECTS
  • Microeconomics: 5 ECTS
  • Additional ECTS points within the abovementioned areas: 15 ECTS
  • Total ECTS within Economics and Business Administration: 80 ECTS
Language Requirements

Since English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency.

Program Structure

The study program consists of two semesters in the first year which cover the compulsory courses in the program specialization and two semesters in the last year which are reserved for the student's own specialization.

In the first semester, you follow the prerequisite courses that form the methodological and academic basis for the further study program.

In the second semester, you follow the specialization courses of the program.

In the third semester, you can choose elective courses within your areas of interest. The courses can either be taken at Aarhus BSS during the semester, at the Summer University or at one of our more than 300 partner universities abroad. You can also participate in project-based internship programs either in Denmark or abroad.

The fourth semester is devoted to the final thesis. You may choose the topic of the thesis freely and so get a chance to concentrate on and specialize in a specific field of interest. The thesis may be written in collaboration with another student or it may be the result of your individual effort.

Student Life

Learning in an International Context

At Aarhus BSS, we conduct research at the highest academic level.

All researchers employed are engaged in research projects covering a wide range of different subjects and focusing on knowledge and skills considered essential for professional business activities in the global marketplace. All faculty have both research and teaching responsibilities which means that our teaching is continually based on the latest research results.

Aarhus BSS is very internationally oriented. The broad scope of our research activities and educational programs enable us to attract researchers, teachers, and students from all over the world, and this creates an international environment for research and learning in which academic views are exchanged, experiences are gathered and friendships are formed.

Aarhus University is a leading university in Denmark in building student exchange opportunities. The university encourages all students to spend time studying abroad. Every year, more than 700 students from Aarhus BSS go abroad to participate in exchange programs around the world at our more than 300 partner universities. About the same number of students from all over the world come to participate in the exchange program in Aarhus, and this contributes to a truly international learning atmosphere.

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Job Profile

The specialization in Marketing gives you the skills to fill a position as

  • Marketing manager
  • Product or brand manager
  • Communication manager
  • Positions focusing on strategic
  • market orientation
  • Positions in market research
  • Marketing strategy and planning
  • Relationship management (Key Account Manager)
  • Market-oriented product management (development)
  • Strategic market development among others.
Profile of Competencies

The MSc program in Marketing qualifies students in state-of-the-art approaches to each of the following strategic marketing areas: innovation, channel management, product/market selection, pricing and profit planning, marketing research and consumer insights, customer and brand relationship, and communications management. These areas are taught in individual courses and integrated into an advanced course on marketing management and strategy.

More specifically the program will provide students with analytical competencies in relation to the study of customer behavior, identification, and choice of targets, suppliers and competitors, the design and selection of appropriate marketing studies and models, and the development of marketing plans encompassing the most complex issues of concurrent marketing trends. For instance, students will be able to:

  • Understand and explore the complex and interrelated factors impacting customer behavior, as a basis for deriving market-oriented business strategies
  • Create and manage profitable processes of customer value creation, communication, delivery, and exchange and build and grow customer relationships
  • Contribute to future business growth entailed in market trends and changes, as well as to the creation of value for society as at large

Regarding communicative, cooperative, cultural and persuasive competencies, the marketing program will enable students to develop, present, plan, recommend and evaluate marketing scenarios and strategies for national and global business and non-business organizations.

The marketing program hence prepares students for a wide range of management careers in the private and public sectors including consulting, entrepreneurial management, innovation management, and communication management, all of which are currently in heavy demand.

From Studies to the First Job

"The analytical courses of the masters in marketing gives you a strong foundation of what you need to push yourself into an exciting career. Combine that with curiosity, hard work, and experiences obtained during studies and you have a strong profile ready to take the world head-on." (MSc in Marketing).

”Studying Marketing at Aarhus University has given me the skillset to engage in entrepreneurial ventures and projects with value creation and relevant markets in focus; allowing me to capitalize and engage with the market from launch. (…) It taught me that marketing is not just sales and advertising; it is the notion of creating value. (…) The marketing studies at Aarhus University covered a broad range of relevant topics that has allowed me to reach out in many directions, both in terms of occupations I can fill and the industries in which I can operate in.” (MSc in Marketing).

Last updated Sep 2019

About the School

Aarhus University is an academically diverse and strongly research-oriented institution that creates and shares knowledge. The university was founded in 1928 and today it has several world class resea ... Read More

Aarhus University is an academically diverse and strongly research-oriented institution that creates and shares knowledge. The university was founded in 1928 and today it has several world class research fields. Read less
Aarhus , Herning , Copenhagen , Emdrup , Beijing + 4 More Less