Consumer Behavior and Marketing Strategy D, 15 Credits

Contents

This marketing course is intended for students who want to increase their knowledge of aspects affecting consumer behaviour, and how such aspects can be analyzed. The modules are:

The course is given and examined in English.

1. Perspectives on strategy, 7.5 ECTS. 
2. Consumer behaviour, 7.5 ECTS. 

Module 1. Perspectives on strategy, 7.5 ECTS
This module highlights key challenges facing contemporary firms in a globalized world. The students will gain an interdisciplinary understanding of the business context and the intertwined nature of its events and processes. Alternative theoretical perspectives on strategy will be presented to provide a comprehensive platform for the forthcoming core courses. Students will practice to think strategically from both an internal and external perspective. Module 1 integrates theoretical insights with practical applications in a learning environment characterized by active participation, both individually and in groups. Throughout the module the students are encouraged to develop their own strategic approaches. During the module, students will also be introduced to the code of academic conduct, e.g. referencing, or how to avoid plagiarism and cheating.

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

• Compare theoretical perspectives on management, entrepreneurship, and marketing strategies.
• Propose solutions to cope with internal and external strategic challenges and complexities.
• Propose appropriate strategies to meet key dilemmas of innovation, relating to product, process, organization, marketing and business models.
• Critically reflect upon the consequences of strategic choices and assess the need for further knowledge and skills.
• Describe, recognize and apply the code of academic conduct to the student’s own work.

Focus of instruction:
This module includes interactive lectures and practicing intercultural communication, a company visit and two group case projects. The module requires significant amount of independent study. This means reading the assigned compulsory book chapters and articles when preparing for classes. The readings and lectures are meant to complement each other. Although they will at times cover seemingly quite diverse subjects, they are intended to help the students to develop a good understanding of what strategy is about and to apply this knowledge in the course assignments.

Examination modes
The final grade is based on the individual written exam and two case reports, which are assessments of your group’s achievement. Attendance at all case seminars and presentations is compulsory to pass the module. The final grade is awarded to students who pass all assignments and an individual exam on the code of academic conduct.

See also note 6 below.

Module 2.   Consumer Behavior, 7.5 ECTS
For companies to attain commercial success, it is important that managers understand consumer behavior. This course module, therefore, highlights the internal processes that occur within consumers´ minds and how knowledge of these processes can be useful for choosing marketing strategies. The theoretical models and practical examples discussed during the module will develop students’ understanding of the specific marketing concepts that are needed when analyzing consumer behavior. The module also contributes to consumer analysis with examples of marketing and consumer research that are discussed. This is important, as consumers’ buying decisions indicate how well the company’s marketing strategy meets demands in the market. Thus, this course module highlights how marketing begins and ends with the consumer.

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

• identify and analyze the internal processes related to consumer behavior,
• establish and analyze how consumer behavior (models) can be useful in choosing marketing strategies
• develop and formulate marketing strategies based upon analyses of consumer behavior and assessment of the role of consumption in society.
• critically assess and evaluate different consumer research methods

Focus of instruction
This module includes interactive lectures and seminars. The module requires significant amount of independent study. This means reading the assigned compulsory book chapters and articles when preparing for classes. 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 behavior is about and to apply this knowledge in the course assignments.

Examination modes
The assessments of the module consist of seminars and papers, prepared and presented both individual and in groups, and an individual written exam. A passing grade is required for each part of the module. See also note 6 below.

Expected learning outcomes

See respective module

Required Knowledge

University: Courses in Business Administration (75 ECTS) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 ECTS in Management, Marketing, Accounting and Finance courses. At the C-level (Bachelor), a minimum 15 ECTS. Statistics or similar 7,5 ECTS.

Language: Proficiency in English equivalent to Swedish upper secondary course English B (IELTS (Academic) with a minimum overall score of 6.5 and no individual score below 5.5. TOEFL PBT (Paper-based Test) with a minimum score of 575 and a minimum TWE score of 4.5). TOEFL iBT (Internet-based Test) with a minimum score of 90 and a minimum score of 20 on the Writing Section).

Form of instruction

See respective module

Examination modes

See also above under respective module.

The course is given and examined 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%).

To receive the grade Pass with distinction (Väl godkänd) on the course, the student must have achieved that grade at three of the four modules.

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

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.

Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within a month. Beyond that, additional examination opportunities 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 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.

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 attendance is expected because the lectures are designed to facilitate students towards achieving course specific learning objectives. In addition lectures often provide insightful explanations of, and can supplement and provide contrast to, the course literature and other relevant course materials.

Student who has passed an examination cannot retake the examination to get a higher grading.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

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

Other regulations

This is a course at the D-level in an MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business and Economics.