Contemporary Marketing, 7.5 Credits

Contents

The course on contemporary marketing addresses marketing at the fundamental level with a special focus on international aspects. In the course, central concepts, theories, models and perspectives within marketing are described, discussed and analyzed, as well as how they can be applied in practice. The course provides an understanding of how different parts of marketing are related to each other and how they form a whole in the marketing process. The course is based on a market-oriented approach with a focus on how companies and organizations create value together with customers and other stakeholders. The course also addresses the ethical implications of marketing practices, and the role of ethics in marketing decision-making. In addition, the course addresses sustainability issues and their impact on marketing practices in the global marketplace. The course's content provides the opportunity to develop a critically reflective approach to marketing.

Expected learning outcomes

After completing this course, the student should be able to: 

Knowledge and understanding:

• explain and discuss core concepts and models in contemporary marketing

Skills and ability:

• use relevant concepts and models to analyze different marketing situations
• make informed decisions about appropriate strategies and activities within the framework of the marketing process
• communicate marketing strategies and activities effectively through written and oral presentations
• communicate central concepts for the course in English, both orally and in writing

Judgement and approach

• discuss core issues about contemporary marketing and consumer behavior from a sustainability and societal perspective
• apply critical thinking and problem-solving skills to identify and solve marketing challenges in a global business context
• explain the ethical and sustainability implications of marketing practices and reflect on the role of ethics in marketing decisions

Required Knowledge

Form of instruction

In different parts of the course, the learning is supported through lectures, seminars and cases. Within the framework of the course, the students also get the opportunity to develop the ability to communicate in writing and orally.

Examination modes

The examination is based on an written individual hall exam, written individual and group assignments, and oral presentation.

The following grading system is used: 

Pass with distinction (Väl godkänd, VG, 80% or more), Pass (Godkänd, G, 60% or more), and Fail (Underkänd U, less than 60%). 

Grades on the course are awarded when the student has passed all examinations. 

A student who does not pass the first examination will be offered an opportunity to sit a re- examination within two months. An additional examination opportunity is normally offered every academic year, one week prior to the start of the autumn term. If required by specific circumstances, other form of examination can be used. 

A student that has failed an examination on two occasions has a right to have another examiner or grading teacher appointed, unless there are special reasons against it. A written request addressed to the Director of Studies should be made no later than two weeks before the next examination opportunity. 

Adaptations 
Examiners may decide to deviate from the modes of assessment in the course syllabus. Individual adaptation of modes of assessment must give due consideration to the student's needs. The adaptation of modes of assessment must remain within the framework of the intended learning outcomes in the course syllabus. Students who require an adapted examination - and have received a decision on the right to support from the coordinator at the Student Services Office for students with disabilities - must submit a request to the department holding the course no later than 10 days before the examination. The examiner decides on the adaptation of the examination, after which the student will be notified. 

Academic integrity and cheating 
As a student, you are expected to act with academic integrity. This means writing and presenting within the limits of the academic rules and expectations communicated in the university's regulations and what is otherwise specified by the responsible department. Disciplinary action may be taken against students who uses unauthorized help aids or in some other way tries to mislead on a test or when another type of task is being evaluated. Rules and regulations concerning the production of academic texts and correct referencing will be applicable to written assignments. Submitted material may be subject to plagiarism control. In addition, Umeå University rules and regulations for education and research apply.

Other regulations

Academic credit transfers are according to the university credit transfer regulations.