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Consumer Behavior and Marketing Strategy D, 15 Credits

Swedish name: Consumer Behavior and Marketing Strategy D

This syllabus is valid: 2015-08-24 valid to 2017-08-20 (newer version of the syllabus exists)

Course code: 2FE179

Credit points: 15

Education level: Second cycle

Main Field of Study and progress level: Business Administration: Second cycle, has only first-cycle course/s as entry requirements

Grading scale: VG Pass with distinction, G Pass, U Fail

Responsible department: Business Administration

Revised by: Rector of Umeå School of Business and Economics, 2015-06-11


This marketing course is intended for students who want to increase their knowledge of aspects that affect consumer behaviour, and of theories and methods for advanced analysis of consumer markets. The final modules of this course focus on advanced market analysis and development of decision making skills.
The course is given and examined in English.
Generic learning outcome.
In addition to the specific learning outcomes for each module (see below), the course has a number of goals for the development of generic skills. After completing the course, the student should be able to:
  • work effectively in multicultural teams,
  • appreciate diversity and multiculturality,
  • integrate expertise from different knowledge areas in order to identify, analyze and solve organizational problems,
  • plan, conduct, and present investigations, both orally and in writing, for an academic audience as well as an audience of business practitioners. 
The modules are:
Module 1. Perspectives on Strategy, 7.5 credits. 
Module 2. Consumer Behaviour, 7.5 credits. 

Module 1. Perspectives on Strategy, 7.5 credits
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:
  • Describe and analyze the foundations of marketing strategies.
  • Propose solutions to cope with internal and external strategic challenges and complexities.
  • Propose appropriate strategies to manage key questions about, for example; innovations, products, processes, organizations, 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:
In addition to lectures and guest lectures, the learning is supported by case work and seminars. The module requires significant amount of independent study. This means reading the assigned book chapters, articles, handouts and case-material. It is the student’s responsibility to come prepared for lectures and seminars, and to participate actively in discussions. Case studies are carried out in groups of 3-5 students with oral presentations and case reports.

Examination modes
Examination is based upon 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. A passing grade is required for each part of the module. The course is given and examined in English. Note as well examination modes below for the course as a whole.
Module 2. Consumer Behavior, 7.5 credits
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 theories and models of consumer behavior can be applied for choosing marketing strategies.
  • Analyze and evaluate consumer behavior from a sustainable perspective according to existent theories and research.
  • 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
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 behavior is about and to apply this knowledge in the different module 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. The course is given and examined in English. Note as well examination modes below for the course as a whole.

Expected learning outcomes

See each separate module.

Required Knowledge

Courses in Business Administration (75 credits) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 credits in Management, Marketing, Accounting and finance.  At the C-level (Bachelor), a minimum 15 credits. At least 7,5 credits in Marketing courses. Statistics or similar 7.5 credits.

Proficiency in English equivalent to Swedish upper secondary course English B or the equivalent.

Form of instruction

See each separate module

Examination modes

See each separate module and 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.
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.
A student who has passed an examination cannot 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 addition, 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.


Valid from: 2015 week 35

Module 1

Exploring strategy
Johnson Gerry, Whittington Richard, Scholes Kevan, Angwin Duncan, Regner Patrick
Tenth edition. : Harlow : Pearson : cop. 2014 : 558 pages :
ISBN: 9781292002552 (pbk.) :
Search the University Library catalogue

Module 2

Consumer behaviour : a European perspective
Solomon Michael R., Bamossy Gary J., Askegaard Søren.
5 Edition. : pages cm :
ISBN: 9780273772729
Search the University Library catalogue

Business ethics : managing corporate citizenship and sustainability in the age of globalization
Crane Andrew, Matten Dirk
3. ed. : Oxford : Oxford University Press : 2010 : xxv, 614 s. :
ISBN: 978-0-19-956433-0 (pbk.)
Search the University Library catalogue

Umeå School of Business and Economics (latest edition)
Thesis writing in Business Administration. Thesis manual.
Företagsekonomi :

Walkenbach John
Excel 2013 bible [Elektronisk resurs]
Indianapolis : Wiley : 2013 : 1 online resource (xxxvii, 1012 p.) :
ISBN: 9781118491720 (e-book)
Search the University Library catalogue