Consumer Behavior and Marketing Strategy 15 credits

About the course

This marketing course is intended for students who want to increase their knowledge of strategic marketing management, and of theories and methods for advanced analysis of consumer markets. The course is given and examined in English.

Common expected learning outcome:

• communicate central concepts for the course in English, both orally and in writing

The following modules are included in the course: 

• Module 1. Marketing Strategy and Sustainability, 7.5 credits. 
• Module 2. Consumer Behaviour, 7.5 credits.

Module 1. Marketing Strategy and Sustainability, 7.5 credits
The module highlights strategic marketing challenges of companies in a contemporary society. The module contributes to an understanding of how the context in which an organization runs operations influence the choice and implementation of different strategies. The module presents various applications of marketing strategies in a strategic process. Students will practice thinking strategically from both an internal and external perspective while considering sustainability issues.

Expected learning outcomes:
Knowledge and understanding:

• analyse and discuss foundational principles of marketing strategies

Skills and ability: 

• analyse and propose strategic resources for effective marketing strategies
• propose appropriate actions to manage challenges faced by organizations within the frames of marketing strategies
• use analytical and integrative skills in solving tasks within strategic marketing
• orally and in writing for stakeholders, present analyses and proposals for marketing strategies

Judgement and approach: 

• critically reflect upon the consequences of strategic choices and decisions considering the wider societal context and a sustainability perspective
• apply an academic conduct to the student's own work

Focus of instruction:
In addition to lectures, the learning is supported by case work and case seminars. The module requires a significant amount of independent study, which means studying the assigned literature.
The module integrates theoretical insights with practical applications in a learning environment which builds on active participation, both individually and in groups. During the module, students will also be introduced to methods of working in international teams and an academic conduct, e.g. referencing, or how to avoid plagiarism and cheating.

Module examination modes:
The examination is based on two written individual hall exams, a written group assignment, and oral presentation. The module also includes an individual online-test on ethics and an academic conduct. 
Note as well examination modes below for the course as a whole.
 

Module 2. Consumer Behaviour, 7.5 credits
For companies to attain commercial success in marketing, it is important to have knowledge about consumer behaviour. The module highlights consumers' internal processes and how knowledge of these processes can be useful for choosing appropriate marketing strategies. Theoretical models in marketing that are needed to analyse consumer behaviour, practical examples, and research in consumer behaviour are discussed during the module.

Expected learning outcomes:
Knowledge and understanding:

• identify and analyse the internal processes related to consumer behaviour
• analyse and discuss how theories and models of consumer behaviour can be applied for developing value proposals

Skills and ability:

• analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research

Judgement and approach: 

• critically reflect upon the role of consumption in society
• critically assess and evaluate different consumer research methods

Focus of instruction:
Learning is supported by interactive lectures and seminars. The readings and lectures are meant to complement each other. The seminars are intended to help the students to develop a good understanding of what consumer behaviour is about to be able to apply this knowledge in the different module assignments.

Module examination modes:
The examination is based on a written individual hall exam, written individual and group assignments, and oral presentation. Note as well examination modes below for the course as a whole.