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Language and Marketing


Marketing communication and research heavily rely on language. Advertisers use language to convince consumers to buy a certain product. Market researchers ask consumers what they think about a product or what kind of product consumers think they need. Obviously, the success of such marketing efforts depends on linguistic and psycholinguistic processes. This course provides a range of interdisciplinary contents and sources recent empirical work. It has high practical relevance for applied research on marketing communication.

Find full course description in the course catalogue.    



The grade for the course consists of two parts:

  • Coursework counting app. 40 %
  • 3-hour written exam counting app. 60 %

The written exam is online and presence in Aarhus is not nescessary.

Admission Requirements

Course specific:

A Bachelor's degree in Economics and Business Administration or a related degree.   


Exchange Students: nomination from your home university

Freemovers: documentation for English Language proficiency

You can read more about the admission here.


Dieter Thoma


Academic profile


Dieter Thoma is senior researcher and lecturer at the University of Mannheim, Germany. His main academic interests are Psycholinguistics, Language and consumer behavior, Second language acquisition, and Language testing.