Marketing – (M.Sc.)

Contents

In the first semester four prerequisite courses offer you an advanced insight into the theories of social sciences that are crucial for the understanding, definition and solution of marketing problems.

• The Research Methods course gives you a set of tools and models that are essential for the design and evaluation of empirical studies that can support decisions in the marketing policy areas. The course will cover major research tasks and methods including the construction of questionnaires, scale development, observational methods, response models and choice models.
• The Industrial Economics course covers essential theories concerning corporate and industry performance. The course is divided into two separate but closely related sections. The first part focuses on industry and market structures. It goes into the relationship between structural characteristics and corporate behaviour, as well as the impact of competition policy. The second part elaborates on the nature of companies and the scope of their activities in an economic perspective. This section builds mainly on transaction cost economics, principal-agent theory and the resource-based view of the company.
• Economics of Strategy This course studies how firms create a competitive advantage and maintain it, and analyses strategic choices regarding the boundaries of the firm, the incentive mechanisms and the organisational structure that will best serve their strategies.
• The Economic Psychology covers the fundamentals of human behaviour in economic contexts, from a social cognition perspective as well as from a judgment and decision-making perspective. The course applies fundamental theories and methods to key areas in marketing, including consumer and industrial buyer behaviour, marketing management, pricing, communication, innovation, and relationship marketing.

The second semester comprises the following compulsory specialisation courses:

• Marketing Communication The marketing communication course builds on a fundamental understanding of human behaviour and decision-making processes and introduces a number of important issues - from the more strategic perspective, where the overall aim of communication, planning and timing is decided to more tactical aspects like specific communication means and appeals, measurement of communication effects and testing and evaluation of advertising and other communication tools.
• Customer Relationship Management The course will provide insight into the theoretical and conceptual foundations of CRM, how CRM can enhance organizational performance and the role of measuring and managing customer satisfaction, customer loyalty and customer profitability.
• Innovation Management The primary focus of the course is on new product/service decisions and development processes. The course will cover areas like: the role of new products in marketing and management, basic product policy concepts and new product development testing, management and launching.
• Managing Marketing Channels and Networks The course presents concepts and analytical tools necessary to manage distribution channels. Channels will be viewed both as a value delivery system and as an inter-organizational system of meaning creation.
• Pricing Strategy This course elaborates on the socio-cognitive and economic factors to be considered in price setting. Analytical methods are developed which supply the student with the necessary tools for strategic and tactical pricing decisions.
• Marketing Management and Strategy The semester ends with a course focusing on marketing management from a strategic perspective linking all policy areas to decision making at top management level.

In the third semester you can choose elective courses within your areas of interest. The courses can either be taken at the Aarhus School of Business during the semester, at the ASB Summer University or at one of our more than 200 partner universities abroad. You can also participate in internship programmes 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 specialise 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. When the thesis has been submitted, it is defended before the academic advisor as well as an external examiner.

Accreditation

After the Student life Section there should be a section called Accreditations , that should include the following information:

The former Aarhus School of Business, Aarhus University (ASB), is one of Europe's largest and best business schools, as is illustrated by the accreditations which ASB has earned in the past seven years. ASB has been EQUIS-accredited since 2001, and in January 2008 we were approved to initiate the AACSB accreditation process.

Proof of high quality and international focus

EQUIS and AACSB are the leading international quality systems for assessing, improving and accrediting institutions of higher education within the field of management and business administration. In order to live up to these accreditations, ASB must not only demonstrate that we are capable of high-quality performance, but also that our activities are internationally oriented. The accreditations are also proof that we have achieved a good balance between high academic quality and professional relevance through close collaboration with the national and international business communities.

These accreditations are vital for the institution to maintain and strengthen its position in an increasingly competitive sector. They are decisive for ASB's brand and for our ability to attract the right students, researchers and collaborative partners. The accreditations are renewed every three to five years, which ensures that we work on an ongoing basis to develop ourselves and to improve the quality of everything we do.

Facts about EQUIS, AACSB and AMBA accreditations

EQUIS stands for European Quality Improvement System, and accreditation is awarded by the EFMD (European Foundation of Management Development), whose members comprise leading business schools all over the world.

AACSB stands for Association to Advance Collegiate Schools of Business, and AASCSB International awards accreditation.
The accreditations are awarded to the entire institution – not just to individual programs or parts of the organization. Both accreditation systems maintain a significant focus on strategy.
AMBA stands for Association of MBAs , which is an independent international organization for MBA students, masters and employers. The AMBA accreditation is awarded to the entire institution but relates specifically to MBA programs. The purpose of AMBA is to secure high standards for MBA programs worldwide.

ACE Denmark

In August 2007, it was enacted that higher education study programs offered by the Danish University Act must be accredited by the Accreditation Institution - ACE Denmark. Accreditation is a professional assessment carried out using centrally set criteria for quality of existing and new courses. The purpose is to ensure and document quality and relevance of the higher education study programs.
According to the Danish University Act, the accreditation council is the specific unit, which makes the decisions regarding accreditation of all higher education study programs. Decisions are made on the basis of accreditation reports prepared by accreditation operators.