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| Title |
Advanced Marketing
|
| Semester |
E2025
|
| Master programme in |
Business Administration and Leadership / Business Administration and Leadership
|
| Type of activity |
Course |
| Mandatory or elective |
Elective |
| Teaching language |
English
|
| Study regulation |
Read about the Master Programme and find the Study Regulations at ruc.dk |
| REGISTRATION AND STUDY ADMINISTRATIVE | |
| Registration |
You register for activities through stads selvbetjening during the announced registration period, which you can see on the Study administration homepage. When registering for courses, please be aware of the potential conflicts and overlaps between course and exam time and dates. The planning of course activities at Roskilde University is based on the recommended study programmes, which should not overlap. However, if you choose optional courses and/or study plans that goes beyond the recommended study programmes, an overlap of lectures or exam dates may occur depending on which courses you choose. |
| Number of participants |
|
| ECTS |
5
|
| Responsible for the activity |
Fuad Mehraliyev (fuadm@ruc.dk)
|
| Head of study |
Maria Duclos Lindstrøm (marial@ruc.dk)
|
| Teachers |
|
| Study administration |
ISE Registration & Exams (ise-exams@ruc.dk)
|
| Exam code(s) |
U60278GB
|
| ACADEMIC CONTENT | |
| Overall objective |
Advanced study course in business administration. Via the course, students gain insight into advanced marketing theory and practice. Within a defined area such as digital marketing or experience marketing, the course introduces students to relevant marketing theory at a high level, and provides them with concrete tools that can be applied in relation to marketing tasks in organisations or companies. |
| Detailed description of content |
This course builds upon foundational knowledge provided at undergraduate level and assists students to gain critical insights and broader perspective into marketing theories, concepts, concrete tools, and technologies used in marketing research and practice. The course places emphasis on both fundamental topics and recent trends such as digital marketing, Some of the themes covered in this course include customer behavior and experience, data analytics and insights, marketing strategy, and marketing metrics, amongst others. The course will cover aspects related to both the supply and demand sides of marketing. Teaching consists of ten interactive lectures. During the lectures, students are expected to actively participate in discussions, and partake in group work and other learning activities. |
| Course material and reading list |
Rsearch articles will be used as the main learning materials. |
| Overall plan and expected work effort |
The course is equivalent to 5 ECTS – that is 135 student working hours covering the following activities: Lectures in class: 20 hours Other activities (exercises etc.): 5 hours Preparation: 62 hours Exam: 48 hours Hours in total 135 hours |
| Format |
Campus |
| Evaluation and feedback |
This study activity is not part of ISE's evaluation rotation this semester, so it is not evaluated by the ISE Admin (by questionnaire). |
| Programme |
Will be made available on Moodle before the first session. |
| ASSESSMENT | |
| Overall learning outcomes |
|
| Prerequisites |
|
| Form of examination |
Individual written invigilated exam in a topic(s) given by the lecturer
The exam must be taken on your own PC. You can only use the internet to access the exam materials and for submission in the Digital Exam. The internet must remain on throughout the exam to ensure the Observer program runs successfully. The duration of the exam is 3 hours. Permitted support and preparation materials for the exam: You are allowed to use your own notes, a physical calculator and course materials during the exam. Course materials and notes must be local files on your PC, books/notes in physical form or links available through the exam in Digital Exam.. Assessment: 7-point grading scale |
| Form of Re-examination |
Samme som ordinær eksamen / same form as ordinary exam
|
| Type of examination in special cases |
|
| Examination and assessment criteria (implemented) |
Assessment criteria: • Knowledge, application, and critical analysis of relevant concepts and theories • Knowledge, application, and critical analysis of relevant tools, techniques and technologies • Development of a relevant marketing strategy and recommendations • Presentation and defense of the final product |
| Exam code(s) | |
| Last changed | 08/07/2025 |
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