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ProgramkurserMasterprogrammet i marknadsföring, 120 hp

Module 1 PERSPECTIVES ON STRATEGY

(7,5 ECTS credits)
The first core course examines various perspectives on strategy, providing a platform for the courses to follow. The aim of the course is to provide students with a comprehensive and current knowledge on strategy in organizations.

Module 2 CONSUMER BEHAVIOR

(7,5 ECTS credits)
This course focuses on consumers. In order to satisfy consumers and create value for them as well as for the company, marketing managers require detailed knowledge about consumer behavior, consumption habits, and purchase expectations.

Module 3 CONSUMER AND MARKET ANALYSIS

(7,5 ECTS credits)
This course is designed to familiarize students with how qualitative and quantitative data and information collection tools and techniques are used in conducting marketing research studies and in analyzing data generated by scanning devices. Both univariate and multivariate statistical techniques are used to analyze results of marketing research studies.

Module 4 STRATEGIC PLANNING AND PROCESSES

(7,5 ECTS credits)
In this course, the knowledge from the previous courses are amalgamated in an overall strategic perspective. This course moves from a largely theoretical focus to a more applied problem-solving approach, in which lectures and literature are combined with “real business strategy” in project works inspired by guest lecturers and corporate representatives.


  Utskriftsversion


2012-03-15

Kontaktinformation

Handelshögskolan/USBE
Umeå universitet, Samhällsvetarhuset

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Kontaktperson:
Rickard Lindberg

Tel: +46 (0)90 - 786 68 04

Fax: +46 (0)90 - 786 66 74

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