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Marketing Management

Marketing Management is an Academic Profession degree of 120 ECTS.

Do you want to be a Social Media Manager, communications officer or marketing consultant? The education as a marketing economist gives you a broad knowledge of marketing and communication and opens the door to a vibrant world and career for you.

As a trained marketing economist, you can get various jobs within marketing, sales and communication in both Danish and international trade, production and service companies. Your title can be anything from SoMe specialist, sales and marketing employee, communications consultant to marketing manager.



Marketing Management

Education Level

Academi Profession degree - 120 ECTS points


2 years


3 months SU-eligible internship

Study Start

August September


Randers and Viborg





Content and structure

The marketing management degree offers a mix of theory and practice. You study at the business academy for the first 3 semesters. Here you will encounter both classroom teaching and group-based project work - both practice-oriented and close to reality. You will, among other things, come on company visits, and you will also be asked practical cases from the real world.

In the fourth and last semester, as a marketing management student, you must do an internship, where what you have learned from theoretical knowledge must be tested. After the internship, you must write your final assignment for the education.

The entire third semester is offered in English in Viborg. 


  • Business understanding

    The subject element deals with methods for analyzing the company's internal conditions, including the annual accounts and accounting analyses. Likewise, the subject element deals with identifying the company's development opportunities, as well as which form of organization and company the company can choose.

  • Market understanding

    The subject element deals with methods for analyzing the company's external conditions and market potential. There is a focus on customers and competitors, and in addition the subject element deals with business and social relations, the company's legal affairs and analyzes of the company's supply chain.

  • Market analysis

    The subject element deals with methods in connection with the preparation of market analyses. There is a focus on data collection methods and data handling, as well as legal matters linked to this. Assessment of data and statistical concepts and their application as well as methods and tools for project management and project management.

  • The marketing plan - strategy and tactics

    The subject element contains the development of marketing strategies, including target group selection, positioning and preparation of a communication and sales strategy, taking into account the budget and the company's goals for earnings. The subject element also includes the preparation of a strategic and tactical marketing plan for both the B2C and B2B markets. It also includes methods for pricing based on supply and demand conditions, as well as the company's cost conditions. Furthermore, subject elements include setting up scenarios as well as legal aspects within marketing and sales.

  • The marketing plan - implementation

    The subject element contains implementation of the marketing plan in practice and the action plan for this, including securing the company's earnings and following up on the goals, as well as budget control. The subject element focuses on the preparation of marketing material, including the use of the parameter mix in practice. Likewise, the subject element contains the company's sales planning and the various phases of the sale, as well as risk assessment of the plan and evaluation of its effectiveness.

  • Internationalization

    The subject element contains the company's internationalization and internationalization strategies, including market selection, forms of establishment and adaptation of the parameter effort. The subject element also contains culture and its importance for the parameter effort. Likewise, the subject element includes trade policy and macroeconomic factors that affect the company's internationalization. In addition, the subject element contains financing and investment theory.

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