Study specialisation Marketing contains two national subject elements: Concept Development and Management & Strategy.

Concept Development:
The subject element Concept Development works analytically, conceptually, creatively, commercially—and communicatively—with the company's brand for the purpose of developing innovative concepts and products.

Management & Strategy:
The subject element Management & Strategy is based on the company's strategy and works with strategic and practical business-oriented processes based on a branding and marketing-oriented approach.

Concept Development:
The student will gain knowledge about:
• the process of working with the company's brand to develop innovative concepts.
• how to reflect on applied theoretical and practical concept development models.

Management & Strategy:
The student will gain knowledge about:
• theory, methods and practice in strategic management and control.
• how to reflect on applied theory and practical strategy and management models.

Concept Development:
The student will get the skills to:
• apply the key methods and tools of the subject area as well as the skills associated with employment in concept development within the profession.
• assess practice-orientated and theoretical concept development issues as well as justify and select innovative concepts.
• communicate brand and concept-related issues to partners, including non-specialists.

Management & Strategy:
The student will get the skills to:

• apply the methods and tools of the subject area and the skills associated with employment in strategy and management development in the industry.
• assess practice-orientated and theoretical issues based on a strategic framework.
• communicate sustainable and profitable strategic issues and recommendations to business partners, including non-specialists.

Concept Development:
The student will learn to:
• handle complex and development-oriented issues related to concept development.
• independently enter into professional and interdisciplinary collaboration on brands and concepts.
• identify their own learning needs and structure their own learning in relation to the work with concept development.

Management & Strategy:
The student will learn to:
• handle complex and development-oriented strategic issues.
• independently enter into professional and interdisciplinary strategy processes.
• identify their own learning needs and structure their own learning in relation to working with strategic development in the company.