Copenhagen School of Design and Technology


Strategic Marketing

Danish title
Strategisk markedsføring
Study programme
Business Economics & Information Technology
Type of education
Full time education
Level of education
Bachelor Programme
3. semester
Duration of the subject/module
1 semester
Programme elements
Danish and English
Start time
Guldbergsgade 29 N, København N
Subject number
Responsible for the subject(s)/modul(es)
Mohamed Danny Eid
Marie Louise Brixtofte
Heidi Løvhøj Larsen
  • Purpose and learning objectives

    Strategic Marketing involves an analytical approach to the communication of brand, products and services. This approach allows the preparation of marketing plans and strategies while serving as a starting point for digital marketing planning.


    The student has development based knowledge and understanding about and can reflect on
    applied theories and methodologies regarding
    1) collecting and analyzing international data about markets, clients, and users
    2) strategic marketing in international corporations
    3) creating value through intercultural relationship management
    4) marketing plans, including communication strategies.


    The student masters skills regarding the application of
    1) theories and methods to analyze markets and international competition
    2) theories and methods to analyze relationships and intercultural communication
    3) theories and methods to plan international strategic marketing
    4) theories and models within international marketing economy in order to identify markets
    as well as select and present relevant solution models to collaboration partners and users.


    The student is able to handle complex and development-oriented situations regarding
    1) the independent participation in the development of a marketing strategy based on data
    collection and analysis of markets, competition, and consumers
    2) the interdisciplinary collaboration in the development of plans to penetrate new international markets
    3) developing and managing relationships and networks in an intercultural context
    4) identifying own learning needs and developing own knowledge, skills, and competences in
    relation to strategic marketing.

    The student is able to participate independently in marketing-related work, including engaging in interdisciplinary collaborations on conducting market analyses and establishing a marketing strategy.

  • Type of instruction
    Teaching takes place in an alternation between lectures and assignments, hands-on and project work. The learning activities are predominantly planned with emphasis on teaching and academic input in plenum. There are ongoing tasks that contribute to the final solution.

    The students work in groups throughout the module.

    Productions are delivered in Fronter, as part-deliveries through the module. Deadline for submission is given in the assignment description.

    Hand-ins and feedback
    Oral- and written feedback is given throughout the course and in the end of the module, written and oral feedback is given. Finally, students will present their solution to the customer.

    The module has case cooperation with one or more external actors.
  • Exam

    The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)

    Prerequisites for access to the examination
    To take the exam, the student must submit all the assignments specified on KEA's learning platform.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    The exam must show that the student:
    • Can communicate core concepts from Business Strategy, Strategic Marketing, Information
    Technologies, Systems Development, and Innovation and Entrepreneurship.
    • Can analyse and present a problem related to Business Strategy, Strategic Marketing,
    Information Technologies, Systems Development, and Innovation and Entrepreneurship from an interdisciplinary perspective.
    • Can collect and analyse user and marketing research.
    • Can complete a project in a team with emphasis on relations.
    Type of exam
    Combined written and oral examination
    Portfolio of assignments
    To take the exam, the student must submit all the assignments specified on KEA's learning platform.
    The basis for the examination consists of selected assignments, which together constitute the portfolio of assignments. The assignments have been selected and described in the semester guide, which is available at the start of the semester. The assignments can be prepared individually or in groups.

    Individual oral exam
    The starting point of the oral part of the examination is the portfolio of assignments.
    The oral exam lasts 30 min. incl. grading.
    An overall grade is given according to the 7-point grading scale.
    Individual exam or group exam
    Exam languages
    Danish (Norwegian/Swedish)
    1. Individual presentation based on report: 5 minutes.
    2. Individual examination: 20 minutes.
    3. Discussion of performance and announcement of grade: 5 minutes.
    Permitted exam aids
    A laptop may be brought along to the oral exam to be used for the presentation.
    Type of evaluation
    7-point grading scale
    External censure
    Exam criteria
    The student will receive an individual grade for the overall performance covering the portfolio, presentation and individual examination. The evaluation of the performance is based on the degree to which it complies with the purpose and learning objectives of the subjects.
hours of teaching
hours of preparation
The figure shows the extent of workload related to the subject divided into different study activities.

In the subject Strategic Marketing you will receive 62 hours of instruction, which corresponds to 82 lessons (1 lesson = 45 min.) and 45% of your total workload for the subject.

The teaching primarily consists of the following activities: classroom teaching.
The preparation primarily consists of the following activities: group work, collecting empiricism, project work.

Read about KEAs Study Activity Model

*KEA can deviate from the number of hours if this is justified by special circumstances