Current Trends and a Minor in Marketing 30 credits

About the course

The course gives the opportunity to further develop within the major subject in a module on the latest development and in a module on research methodology. The course also gives a minor subject in marketing. The course is given and examined in English.

Generic learning outcome.
In addition to the specific learning outcomes for each module (see below), the course has a number of goals for the development of generic skills. After completing the course, the student should be able to:

• reflect on equality, diversity and multiculturalism multiculturality and work effectively in multicultural teams
• integrate expertise from different knowledge areas in order to identify, analyse and solve organizational problems,
• plan, conduct, and present investigations, both orally and in writing, for an academic audience as well as an audience of business practitioners.

Common expected learning outcome:

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

Module 1. Research Methodology in Business Research, 7,5 credits
Module 2. Consumer Behaviour, 7.5 credits
Module 3. Digital Marketing, 7.5 credits
Module 4. Current Trends in Business Administration, 7,5 credits

Module 1. Research Methodology in Business Research, 7,5 credits
The overarching aim of this course is to develop advanced knowledge of perspectives, strategies and design in research. This will increase the student's ability to carry out and assess business research and investigations. Important building blocks are the problem formulation, frames of reference, scientific approaches, including the ontological and epistemological points of departure, and methods for data collection and analysis.
 
Expected learning outcomes
After completing this module the student should be able to:

• identify and discuss how fundamental assumptions, scientific ideals, perspectives and frames of reference influence a process of scientific knowledge creation
• formulate and argue for relevant research questions, including the theoretical relevance and positioning
• discuss characteristics of research strategies and discuss and evaluate the suitability of qualitative, quantitative, and mixed methods respectively, to solve different research questions
• apply acquired knowledge in the planning, design, implementation and reporting of scientific studies
• demonstrate an ability to assess and discuss social, environmental and ethical aspects of the business research process

Focus of instruction
Lectures, seminars, practical assignment(s), individually or in groups, and the reading material complement each other to help students to develop deep knowledge of what scientific research in business and management fields is all about.

Examination modes
The assessment is based on an individual written hall exam and reporting of individual written assignment(s). Participation at all seminars and presentations is compulsory to pass the module. The final grade is awarded when the student has passed all assignments and compulsory module elements. The course is given and examined in English. Note as well examination modes for the course below.

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.

Module 3. Digital Marketing, 7.5 credits
The module provides an in-depth understanding of digital marketing strategies and their implementation in a competitive environment. The module is designed to provide students with concepts and tools to manage marketing in the modern digital environment, and to offer students training in formulating and implementing digital marketing strategies. The module therefore includes a comprehensive simulation exercise, which provides the opportunity to develop skills in formulating and implementing marketing decisions in a realistic and data-rich environment. Students will learn to analyse digital consumer behaviour, utilize big data for targeted marketing, and develop comprehensive digital marketing strategies. The key areas explored are demand processes, segmentation, positioning, new product introduction, and resource allocation. The module also provides opportunities to understand how marketing research and various marketing indicators can be used for making strategic and operational decisions about digital marketing.

Expected learning outcomes
Knowledge and understanding:

• explain and apply models and theories of digital marketing
• discuss and evaluate the contribution of digital marketing decisions to a firm's short- and long-term market and financial performance

Skills and ability:

• apply advanced methods for modelling customer, competitor and market reactions to digital marketing initiatives
• formulate and implement marketing strategies in a dynamic and competitive environment under conditions of limited information, uncertainty and time pressure.

Judgement and approach: 

• critically reflect about the effectiveness of different digital marketing strategies within a simulated environment
• critically evaluate and assess the societal, environmental and ethical implications of a firm's digital marketing investments

Focus of instruction
This course uses one of the most widely used business simulations, as a learning platform. Student teams will run a simulated firm and make different digital marketing decisions. This module also includes interactive lectures and seminars.

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.

Module 4. Current Trends in Business Administration 7,5 credits
The ambition of this module is to identify and uncover current trends.  These trends have a strong long-term impact on society at large and thus form future premises and give rise to challenges for businesses. The aim of the module is to explore how business and society interact to tackle such present and future challenges. The expectation is that students participating in this module are well equipped with knowledge and skills related to their own major, one of the five sub-disciplines accounting, entrepreneurship, finance, management, and marketing in Business Administration.

Expected learning outcomes
After completing this module the student should be able to:

• analyse fundamental societal issues and what impact businesses have on these issues 
• identify and evaluate emerging trends in society
• critically discuss business decisions relating to current trends
• evaluate information, knowledge and policy in relation to current trends in terms of validity and reliability
• relate current trends to research in business administration within the field of the student's major
• be able to share multidisciplinary knowledge

Focus of instruction
Learning is supported by lectures, guest lectures and guided exercises. Students are provided with relevant sources of information and scientific literature for supporting individual and group works related to the themes of lectures and exercises.
 
Examination modes
The main mode of examination is an individual written essay with a subsequent oral examination. The essay requires convincing discussion of the importance and urgency of solving a specific problem related to any of the current trends from the disciplinary perspective of the student's major. Further, the examination consists of individual and group reflection papers related to the various course activities.
Attendance at all work in progress and final presentation seminars, group work and guest lectures related presentation events are mandatory and thus a requirement to pass the course. A passing grade for each graded part of the course is required to pass. The course is given and examined in English. Note as well examination modes for the course below.