Marketing A, 7.5 Credits

Contents

The course aims to develop 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 is divided into the following themes:
Market intelligence and strategic marketing: Organizations' marketing environment, consumer behaviour and analytical tools such as marketing research. Decisions on segmentation, differentiation and positioning as well as branding

Tools for value creating processes: Approaches used to create value 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, sustainability, and corporate social responsibility (CSR) This is achieved by approaching marketing from the perspectives of the organizations, the consumers and society at large.

Expected learning outcomes

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

• explain and exemplify central concepts and models in marketing
• explain how factors in the organizations' marketing environment are taken into account in making marketing decisions
• explain and analyse various tools in the marketing mix
• analyse and select appropriate strategies and activities considering a value proposition of an organization
• discuss marketing and its challenges for example considering ethics, sustainability and CSR
• communicate central concepts for the course in English, 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 bachelor-level at Swedish Gymnasium (approximately three years in upper secondary education) and social science corresponding to basic-level at Swedish Gymnasium.

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

Form of instruction

The arrangement of the course provides opportunities for, and requires, the development of the ability to plan work and meet deadlines, relate theoretical knowledge with practical examples and communicate both orally and in writing. The course themes are explored through lectures, seminars and a case analysisIn 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 individual and group assignments. TA passing grade is required for each part of the examination. Note as well examination modes for the course below.

The following grading system is used:
Pass with distinction (Väl godkänd, VG, 75% or more),
Pass (Godkänd, G, 50% or more)
and Fail (Underkänd U, less than 50%).
 
Grades on the course are awarded when the student has passed all examinations and compulsory course elements. The course is given and examined in English.
To receive the grade Pass with distinction (VG) in the 30 credits course consisting of four modules of the same size, the student must have achieved Pass with distinction (VG) in at least three out of four modules. In shorter courses for example 7,5 credit courses, 15 credit courses or 22,5 credits courses Pass with distinction (VG) is given when the student has achieved at least 75% of the total weighted points.
 
A student who does not pass at the time of the written examination will be offered an opportunity to sit a further examination within two months. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term. If required by specific circumstances, the Director of Studies may decide on other forms of examination

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 module. Mandatory assignments (seminars, written assignments, cases, computer assignments etc.) that have not been handed in within stipulated time must be done the next time the course is offered. If the form of examination does not permit repetition other forms of re-examination may be used.
 
When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. 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.
 
Exceptions from examination form as stated in the syllabus can be made for a student who has a decision on pedagogical support for disabilities. Individual adaptations of the examination form should be considered based on the student's needs. The examination form shall be adapted within the framework of the expected learning outcomes stated in the course syllabus. At the request of the student, the course responsible teacher, in consultation with the examiner, must promptly decide on the adapted examination form. The decision must then be notified to the student.

A student who has passed an examination can not redo the examination to get a higher grade.
If a student fails to present a photo ID at the occasion of a written exam in an exam room will not be allowed to take the exam.
 
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 all written assignments. (see instructions in the thesis manual, Thesis Writing in Business Administration). Urkund records may be used for control. In addtion, Umeå University rules and regulations  for education and research applies.
 
Educational activities are designed to facilitate students towards achieving expected learning outcomes and can explain, supplement and provide contrast to the course literature and other relevant course materials.

Other regulations

Academic credit transfers are according to the University credit transfer 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.

This course can not be used in the same degree as 2fe012, 2fe212, 2fe182, 2fe158, 2fe215, 2fe211, 2fe010