Marketing A, 7.5 Credits

Contents

The course aims to developing the student’s competencies and skills in identifying and analysing the organization's opportunities and problems from a marketing perspective. This is done both from a theoretical perspective based on marketing concepts, and partly through the application of marketing tools. The course has its starting point in the organization's external environment and how from this will it is possible to offer value to the customers. From strategic marketing decisions the marketer will then choose between various marketing tools in order to properly communicate with the potential customers.

The course is divided into four themes:
Market intelligence: Organizations’ market environment, consumer behaviour and analytical tools such as market researches.

Strategic marketing decisions: Decisions on segmentation, differentiation and positioning.

Tools for value creating processes: Approaches used to create together with the customer and attract and reach selected segments through the marketing mix and the tools for integrated marketing communication.

Marketing from different perspectives: Marketing is discussed with regard to ethics, accountability, sustainability, gender, and laws and regulations. This is achieved by approaching marketing from the perspectives of the organizations, the consumers and society at large.

Expected learning outcomes

After completing the course the student should be able to:

• describe what a market intelligence includes and illustrate how factors in the organizations' market environment can influence marketing decisions
• explain and give examples overall strategic concepts in marketing
• identify, analyse and select appropriate strategies based on market intelligence and organizations' internal conditions
• explain and analyse the various tools in the marketing mix
• describe different communication channels’ advantages and disadvantages and relate them to the choice of strategies and choices within the marketing mix
• critically discuss marketing from different perspective

Generic competencies
The arrangement of the course provides opportunities for, and requires, the development of the ability to:

• plan your own work and meet deadlines
• relate theoretical knowledge with practical examples
• communicate both orally and in writing

Required Knowledge

To enter the course general admission requirements are demanded (exemption is given for required courses in Swedish) as well as special requirements for the subject’s mathematics and social science.
The students should have mathematics corresponding to C-level at Swedish Gymnasium (approximately three years in upper secondary education) and social science corresponding to A-level at Swedish Gymnasium.

Proficiency in English equivalent to Swedish upper secondary course English B, English/6.
 

Form of instruction

The course’s four themes are explored through lectures, seminars and a case analysis that is used throughout the module. In order to increase understanding of these themes, and how they are related to each other, the students are given the possibility through case studies to analyse prospective and actual marketing problems. Case work is done in groups.

Examination modes

Examination is based on an individual written exam and written group assignments that also include oral presentations in seminar groups. Together with the group assignments are also seminars that are examined individually. A passing grade is required for each part.

All examination will be in English.

The following grading system will be used:
Pass with distinction (Väl godkänd, Vg, 75% or more),
Pass (Godkänd, G, 50% or more)
Fail (Underkänd, U, less than 50%).

Students who fail to present a photo ID at the occasion of a written examination cannot have their results registered.

Students who do not pass the written examination will be offered a re-examination opportunity within a month. Beyond that, additional opportunities to complete the written examination normally arise every academic year one-week prior to the start of the autumn term.

When a student has failed an examination on two occasions, he or she has a right to have an alternative examiner. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.

Student who has passed an examination can not redo the examination to get a higher grade.

In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given, no later than two weeks after the completion of the course.

Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments. (see instructions in the Thesis manual. Thesis writing in Business Administration.) Urkund records may be used for control.

Lectures are normally not obligatory. However, lectures are designed to facilitate for students to achieve course specific learning objectives as lectures for example can provide insightful explanations of, and can supplement and provide contrast to, the course litterateur and other relevant course materials.

Grades on the course are awarded when students have passed all examinations and compulsory course elements. In order to pass the course, the student must complete all parts of the examination i.e. reach 50% of the points of each part. To receive the grade pass with distinction, the student must reach at least 75% of the total points on the course.

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

Other regulations

The course is included in the International Business Program at Umeå School of Business. The course is also offered to exchange students within formal exchange agreements.