Master's Degree Programme
| About the programme Language: English (See language requirements) | Place of study: Aarhus | Commencement: August / September (no winter intake) |
The Marketing Analytics and Strategy programme focuses on customer centricity in order to co-create products and services of value to the target market and target customer group that the company is serving. Acknowledging the immersive nature of digital technologies, a rapidly evolving and complex business environment, and the crucial integration of sustainability and diversity aspects into company’s value creation, the programme is built on three main pillars: (1) strategic thinking and management, (2) evidence-based decision-making and (3) the interplay of marketing & society.
This programme delves into decision-making in marketing management, weaving together aspects of a company's business portfolio, competitor dynamics, and macro-environmental trends. It embraces a comprehensive view of marketing management, as a holistic approach to creating, communicating, delivering, and exchanging valuable offerings with a broad societal impact. In this broad perspective, marketing is about marketing-oriented management that extends its focus to external stakeholders and societal responsibilities. At the heart of this understanding is the recognition that customers are the centre of a dynamic and connected ecosystem. In said ecosystem, the emphasis is not only on managing the conventional marketing mix but also on consistently designing (connected) customer experiences to achieve and sustain long-term customer loyalty. In a world where customer relationships are evolving into interconnected, omnichannel, seamless, personalised, and even anthropomorphised relationships, the programme addresses both the benefits and challenges involved in building and maintaining enduring, profit-maximising customer relationships.
Drawing on our internationally renowned marketing faculty with its leading experts in digital transformation, marketing management, brand management, marketing analytics and sustainability, the Marketing Analytics and Strategy programme provides a unique and progressive perspective — one where cutting-edge marketing thinking seamlessly interconnects with (i) the latest developments in technology and marketing management, (ii) data-driven decision-making for business, and (iii) the societal impact on business decision and value co-creation.
The Marketing Analytics and Strategy programme provides you with the analytical and academic skills of a research-based higher education and is your gateway to a wide range of national and international management careers within the private and public sector, including:
In this section you can learn more about the admission requirements relevant to the master's degree programme in Marketing Analytics and Strategy. Depending on your educational background and your qualifications, there are different ways to meet the admission requirements:
This section is relevant for you, if you have:
The two sections listed below are relevant only for students with a bachelor's degree from a Danish institution:
Below you will also be able to learn more about language requirements and find out whether or not this master's degree programme has a limited intake.
If you have an international educational background, you must meet both the general admission requirement and the specific admission requirements:
You must have a bachelor's degree or equivalent that is comparable to a Danish bachelor's degree in both level and duration (180 ECTS).
For more information about how your bachelor's degree is assessed, please see the national database.
If you meet the general admission requirement, the university will continue on to assess whether or not you meet the specific admission requirements.
You can be admitted to the master's programme if the university assesses that your education has a level, scope, and content that corresponds to the academic requirements specified below.
| Subject area | Number of ECTS |
Methods The following subject areas must be covered:
| 15 |
| Marketing | 7,5 |
| Finance | 7,5 |
| Accounting | 7,5 |
| Organisation and leadership theory | 7,5 |
| Microeconomics | 5 |
| Operations management | 5 |
| Additional ECTS points within the abovementioned areas | 25 |
| Bachelor’s project | 10 |
| Total | 90 |
| Applicants with a Bachelor’s degree in Business Administration and Commercial Law (HA (jur.)) with commencement of study September 2014 or later from Aarhus University must have passed a total of 10 ECTS within the business economics subjects below: |
|
Certain Professional Bachelor's degrees or similar covering specific subject areas from other Danish institutions have been determined to fullfill the admission requirements to this master's degree programme:
| Required subject areas – Professional Bachelor’s degree in Financial Management and Service from Business Academy Aarhus |
Industry specialisation in Accounting (“Programme specialisation subject A – external accounts” and “Study programme subject B – strategic accounting”) With the following electives:
|
Industry specialisation in Finansielle forretninger (this industry specialisation is only offered in Danish) With the following electives:
|
| Required subject areas - AP degree in Marketing Management in combination with a Professional Bachelor’s degree in International Sales and Marketing from Business Academy Aarhus | Number of ECTS |
| BSS module (including Methods 5 ECTS, Finance 5 ECTS, and Operations Management 5 ECTS) | 15 |
For applicants who hold one of the abovementioned professional bachelor's degrees from another business academy, it will be assessed whether the electives correspond to abovementioned electives.
For applicants who hold another professional bachelor's degree, the degree will be assessed according to the requirements described in the section “International and other qualifications”.
We cannot assess in advance whether your specific degree will meet the above requirements. Therefore, we recommend that you apply for the programme if you believe that you meet the academic requirements. In this regard, it is a good idea to compare your degree with the programmes that provide direct admission.
The following Bachelor's degree programme(s) from Aarhus University entitles you to an offer of admission to the Master's degree programme in Marketing Analytics and Strategy:
Bachelor's degree programme in Economics and Business Administration (HA)
Please note that you must apply for admission to the Master's degree programme within three years of completing your Bachelor's degree programme.
Learn more about Legal right of admission.
Certain Bachelor's degree programmes from Aarhus University and various other Danish Universities have been determined to meet the admission requirements to this Master's degree programme in Marketing Analytics and Strategy:
* With a diploma older than 2010, your Bachelor’s degree will be assessed according to the specific admission requirements described under the section: “International and other qualifications”.
You must fill in this appendix and upload it to the application portal. The appendix helps the Admission Board to assess your application.
Download appendix
This master's degree programme has a limited intake.
Because of the limited intake all qualified applicants will be prioritised according to a set of selection critieria (see below).
Meeting the admission requirements does not automatically ensure your offer of admission. Only if you have a specific bachelor's degree from Aarhus University with a so-called 'legal right of admission' will you be guarenteed an offer of admission to this master's degree programme.
If there are more qualified applicants than available student places, the selection will be based on the following criteria (each criterion counts for 1/3):
Grades from the qualifying degree
Grades achieved in relevant subject fields:
Marketing
Methods
Relevant subject fields (measured in ECTS). In this assessment, ECTS credits that are a part of the admission requirements described under “International and other qualifications” are not included *.
Marketing
Methods
* The relevant subject fields are evaluated based on the following point system: 1 point per additional ECTS within the relevant field. You can earn a maximum of 15 points in this criterion. Example: If you have 10 ECTS in a relevant field where the requirement is 7.5 ECTS, you will receive 2.5 points.
Please note that grades achieved after the application deadline are not included in the assessment.
In order to be admitted to this programme you must meet the university's english language requirements.
Students with bachelor's degree from Aarhus University with a so-called 'Legal right of admission' are exempt from the English language requirement.
Unfortunately, Aarhus University is not able to assess your qualifications beforehand. In order for your qualifications to be assessed you must apply for admission. To learn more, please go to Assessment of your qualifications.
Below is an outline of the courses:
The study programme consists of two semesters in the first year which cover the compulsory courses in the programme specialisation and two semesters in the last year which are reserved for the student's own specialisation.
In the first semester you follow the prerequisite courses that form the methodological and academic basis for the further study programme.
In the second semester you follow the specialisation courses of the programme.
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 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.
Starting from 2028, it is planned that the MSc in Economics and Business Administration (cand. merc.) will be offered as both a 1-year and a 2-year Master's degree programme.
If you have a legal right of admission to this programme because you have a specific bachelor's degree from Aarhus University, we expect that your right of admission will apply to the 1-year programme.
When we know more about the new structure, we will provide updates on this page.
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 programmes 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 programmes 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 programme in Aarhus, and this contributes to a truly international learning atmosphere.
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The chart shows the five most common types of work for graduates 1-2 years after finishing their degree. The data is derived from a survey made by Epinion for the Ministry of Higher Education and Science and Aarhus University in 2020.
The specialisation in Marketing Analytics and Strategy gives you the skills to fill a position as
The MSc programme in Marketing Analytics and Strategy qualifies students in state-of-the-art approaches to each of the following strategic marketing areas: marketing research, marketing analytics and consumer insights, customer and brand relationship management, customer experience management, omnichannel management, (digital) marketing management, and sustainability.
More specifically the programme will provide students with analytical competences in relation to: the study of customer behaviour, 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:
The marketing programme hence prepares students for a wide range of management careers in the private and public sectors including marketing management, relationship and experience management, content and communication management, marketing analytics and research, and consulting, all of which are currently in heavy demand.
We want to help our students find successful careers. Students can always contact our Career Services for advice and assistance with getting onto the Danish labour market. Check out our careers page to see the range of services we offer.
