Current Trends and a Minor in Marketing D, 30 Credits

Contents

This marketing course is intended for students who want to increase their knowledge of aspects that affect consumer behavior, 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 modules are:

Module 1. Research Methodology, 7.5 ECTS.
Module 2. Consumer behaviour, 7.5 ECTS.
Module 3. Consumer and market analysis, 7.5 ECTS.
Module 4. Current Trends in Business Administration, 7.5 ECTS.

Module 1. Research Methodology 7.5 ECTS

Expected learning outcomes:

Focus of instruction:

Examination modes

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 marketing strategies. This is emphasized because the success of companies’ marketing strategies depends upon managers’ understanding of consumer behavior. 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 marketing strategies
• develop and formulate marketing strategies based upon analyses of consumer behavior and assess and use the role of consumption in society  
• critically assess and evaluate different consumer research methods

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. Due to the nature of the topic, the students must attend the obligatory seminars and case presentations in order to pass the module. Furthermore, each and every student has to pass the web-based test on ethical behavior and professional conduct. A passing grade is required for each part of the module.

Module 3. Consumer and Market Analysis, 7.5 ECTS
While the core principle of marketing is simple “make profit by meeting a need of a customer”, translating this principle into a set of strategic and operational decisions is far more complex. This course is designed to provide the students with the concepts and tools to handle this complexity and also to offer the students the opportunity to actually formulate and implement marketing strategies in a competitive environment over several periods. Therefore, the course module involves a comprehensive simulation exercise that facilitates students’ development of skills in formulating and implementing marketing decisions in a realistic and data rich environment. The key areas explored are demand processes, segmentation, positioning, new product introduction, and resource allocation across marketing mix elements and products. The course also closely examines how marketing research studies and various marketing indicators can inform strategic and operational decisions.

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

• evaluate the role and contribution of marketing decisions to the overall firm’s strategy and performance
• assess and integrate customer, competitor and market information provided in marketing research studies
• strategically align the segmentation, positioning, R&D and resource allocation decisions
• design and implement marketing strategies in a dynamic and competitive environment

Examination modes
The assessment of this module consists of: (1) an evaluation of group performance that includes simulated firm performance, interim report, marketing plan and a presentation; (2) individual case analysis assignment and (3) individual written exam. A passing grade is required for each part.

Module 4. Current Trends in Business Administration 7,5 ECTS

Expected learning outcomes module 4

Focus of instruction

Examination

Expected learning outcomes

See respective module.

Required Knowledge

University: Admitted to one of the following Master programs in Business Administration (Management, Finance, Accounting or Business Development) at Umeå School of Business and Economics.

Form of instruction

ese activities.

Examination modes

Academic credit transfer

Other regulations

This is a course at D-level (Advanced level) in the Masters’ program in Business and Administration at Umeå School of Business and Economics.