Economics and Business Administration - Marketing Analytics and Strategy

About this programme

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. SOCIAL AND ACADEMIC ACTIVITIES Aarhus BSS hosts a rich and varied programme of activities for you as a student, both study-related and social. Our many student associations host events ranging from lectures and company events to career days and sports days, Friday bars, and celebrations, so there is plenty of scope for meeting and networking with like-minded people, discovering new areas of academic interest, and socialising with fellow students. CAREERS 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: Product and brand management Customer experience management Consumer and market research Communication and digital strategies Consulting Digital transformation and sustainability AARHUS BSS Aarhus BSS (School of Business and Social Sciences) is one of the five faculties at Aarhus University. Aarhus BSS ranks among the largest business schools in Europe, encompassing both traditional business and social science disciplines in its broad academic portfolio. Aarhus BSS holds the distinguished AACSB, AMBA and EQUIS accreditations and is thus a Triple Crown School. LEARNING IN AN INTERNATIONAL CONTEXT At Aarhus BSS, we conduct research and teaching at the highest academic level. We provide our students with the exact knowledge, skills and experience that are essential for engaging in professional business activities in a global marketplace. Our broad portfolio enables us to attract researchers, lecturers and students from all over the world. With their help, we have buil