Marketing and Supply Chain Management 30 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 final modules of this course focus on advanced market analysis, as well as the development of skills in branding and decision making. The final module of this course focus on Supply Chain Management. 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 3. Digital Marketing, 7.5 credits.
• Module 4. Supply Chain Management II, 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.
 

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. Supply Chain Management II, 7.5 credits
Supply Chain Management has evolved from an operational issue, focusing on the optimization of an organization's incoming goods, to a strategic issue of understanding effects of logistical systems on the overall supply chain. This supply chain typically encompasses multiple organizations interlinked locally, regionally and globally. Supply Chain Management II is an advanced module on supply chain issues with considerations not only for the immediate organization, but also for the overall industrial network, society in general and the environment. This means that sustainable development is of high importance in the module. In this context, climate change and transportation are given particular attention and are related to global, national and local circumstances and commitments. Among other important areas treated in the module are reverse logistics and outsourcing  In reverse logistics, organizations need to cater for not only products produced but also incorporate waste management. In outsourcing, organizations has a direct and indirect moral and contractual obligation to handle the environmental footprint and labor rights issues created by the overall supply chain.

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

• demonstrate analytical and integrative skills on issues of the efficiency and effectiveness, of supply chain networks using different theoretical and value perspectives
• apply acquired knowledge to enable strategic decision-making based on supply chain considerations, including stakeholder dialogue
• analyze the impact of challenges in Supply Chain Management networks, including resource constraints, environmental risks and labor rights
• analyze the increased role of reverse logistics and outsourcing on Supply Chain Management
• demonstrate skills in the evaluation of the need for adaptation within retail and logistics due to climate change
• demonstrate skills in working with and presenting advanced and integrative real-world supply chain problems in organizations.

Focus of instruction:
This advanced module will be case-oriented. Students will work with one large case where conventional issues of Supply Chain Management, such as localization, transportation, cost efficiency, customer orientation and optimization, will be at the core together with issues of environmental sustainability and global responsibility. Students' basic understanding in Supply Chain Management will now extend to a strategic level. In essence, students will work on a scientifically based evaluation report where they are to use their own prior knowledge of the subject matter together with contemporary research in the field of sSupply Chain Management with a distinct environmental perspective.

Examination modes
The examination consists of a project assignment, an individual written examination and seminar participation. A larger case will be used throughout the module where each student will fulfil a specific assignment within the overall case structure. A passing grade is required for each part of the module.