Consumer Behavior and Marketing Strategy D, 15 Credits

Contents

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. Marketing Strategy, 7.5 credits. 
Module 2. Consumer Behaviour, 7.5 credits. 

Module 1. Marketing Strategy, 7.5 credits
This module highlights strategic challenges facing firms in a globalized world. The students will gain an understanding of how the business context affects the selection and implementation of different strategies. The module presents various applications of marketing strategies to highlight the dynamics of strategic issues. Students will practice to think strategically from both an internal and external perspective. The module integrates theoretical insights with practical applications in a learning environment which builds on active participation, both individually and in groups. 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:

•     Analyze and discuss the foundations of marketing strategies
•     Analyze and propose strategic resource constellations for effective marketing strategies.
•     Propose appropriate actions to manage challenges faced by organizations within the frames of marketing strategies
•     Critically reflect upon the consequences of strategic choices considering the wider societal context
•     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 two individual written exams 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.
• Analyze and discuss how theories and models of consumer behavior can be applied for developing value proposals
• Analyze and evaluate consumer behavior from a sustainable perspective according to existent theories and research.
• Critically reflect upon 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

90 credits with a minimum of 75 credits in Business Administration. 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:  http://www.umu.se/regelverk/utbildning-pa-grund--och-avancerad-niva
 
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.

This course can not be used in the same degree as 2fe199, 2fe179 ovh 2fe179
 

This course can not be included in the degree together with 2fe199, 2fe177, 2fe193