Single-Course English 5 ECTS

Marketing Concepts and Strategies

Overall Course Objectives

To give the students an understanding of marketings importance to a company and how the environment (national and international) affects the company.
An important benefit of the course is that the student gets a clear understanding of the essential theories, concepts and methods.
Another important benefit of the course is that the student gets a clear understanding of how the models are used when solving different types of business-related issues and challenges.
The course emphasizes the understanding of the holistic way of thinking and the ability to assess both the market approach (the customers and their needs), the resource approach (the company’s competencies), as well as the inclusion of ESG (people profit planet).

Learning Objectives

  • Demonstrate an understanding of marketing as a business discipline and value-creating process.
  • Demonstrate an understanding of the core concepts, frameworks, and terminology in marketing.
  • Be able to apply the fundamental theories and various methods in marketing
  • To understand customer needs and marketing’s role in product and business development
  • To be able to methodically analyze a market, domestic and international, including the competitive landscape, and choose appropriate marketing strategies and activities
  • Demonstrate an understanding of planning and managing marketing offerings
  • Understand and apply a holistic ESG mindset in marketing
  • Demonstrate a solid comprehension of essential marketing paradigms and thus of marketing as an integral part of the entire organisation.
  • Analyze cases and present proposals for the analysis of a concrete problem

Course Content

Introduction to marketing management: key concepts and nomenclature
Marketing environment analysis (global trends, sustainability, customers, competitors, PESTLE)
Industry and Stakeholder analyses (Porter 5 Forces etc.)
Customer understanding: purchase behaviour, value creation and customer experience
Core competency and strategy
Market segmentation, target groups and positioning
Distribution, value chains, pricing
Introduction to marketing research design and methodology
Relationship marketing and communication
Product life cycle and portfolio analysis
Digital marketing
Sustainability as an integral part of marketing

Teaching Method

Lectures, discussions, group work, cases, presentations, and self study.


Faggruppe: Forretningsudvikling
Eksport og teknologi : 1. semester
KemiTeknik og International Business: 1. semester

See course in the course database.





13 weeks


Engineering Technology


DTU Ballerup Campus

Course code 62177
Course type Graduate Engineer
Semester start Week 35
Semester end Week 48
Days Mon 13-17

7.500,00 DKK