The study programme progression is arranged to initially provide the necessary knowledge to understand both the role of individual courses from a holistic perspective and an in-depth understanding of the individual course.

The Marketing course will provide students with a fundamental understanding of all of the disciplines involved in a company’s marketing activities. This course provides students with a framework for the one-year programme as a whole. During this course, students will begin to form a picture of the extent of available career opportunities in marketing.

The Consumer Behaviour course provides students with an introduction to how consumers make purchase and consumer decisions and equips students with the necessary fundamental theories that will be useful for the other courses in the one-year programme. The course looks at consumers as individuals and as part of a larger group – such as families.

In Key Account Management, students will learn to distinguish between customers and identify which customers are important enough to be considered key accounts. The course will provide students with knowledge of how to analyse customer profitability and organise key accounts in a company’s sales efforts.

Marketing Communication provides students with insights into and specialisation in how to plan an enterprise’s communication with the market. Students will also learn how marketing communication works and influences customers and will also receive an introduction to a number of initiatives to choose between in marketing communication.

In the Negotiations and Influencing course in the third semester, students will be introduced to different types of negotiations. Emphasis is placed on the analysis, preparation, procedures and implementation of negotiations. Furthermore, an introduction to the use of influence methods based on social psychological theory is provided.

The Sales Management course builds on the fundamentals learned in Key Account Management, but has a more strategic and managerial focus. The aim of this course is to equip students to develop sales strategies and organise and manage sales representatives.

The programme includes two elective courses and there are four relevant courses to choose between.

The Digital Marketing course provides an overview of how technologies such as the internet, social media, etc. affect marketing. The focus will be on the possibilities and limitations associated with these new technologies.

The Service Management course looks at the service components in marketing and sales. In particular, the course provides students with perspectives on how employees influence customer experiences and how to work to increase the service quality in an enterprise.

Branding Management brings the different fields together and students will gain an insight into how marketing, communication and sales can be used as instruments to develop strong brands. On this course, students learn how to build strong brand positions in customers’ minds and about the positive impact this can have on the profitability of an enterprise.

The Introduction to Strategy course provides specialised insight into how to work strategically on the competitiveness of an enterprise.

Study program NOS

One-year study programme in Marketing and Sales Management