Current Trends and a Minor in Marketing D, 30 Credits

Contents

The course gives the opportunity to further develop within the major subject in a module on the latest development and in a module on research methodology. The course also gives a Minor subject in Marketing.

The course is given and examined in English.

1. Research Methodology in Business Research, 7,5 ECTS
2. Consumer behaviour, 7.5 ECTS. 
3. Consumer and market analysis, 7.5 ECTS.
4. Current Trends in Business Administration, 7,5 ECTS

Module 1. Research Methodology in Business Research, 7,5 ECTS
The overarching aim of this course is to develop advanced knowledge of perspectives, strategies and design in research. This will increase the student’s ability to carry out and assess business research and investigations. Important building blocks are the problem formulation, frames of reference, scientific approaches, including the ontological and epistemological points of departure, and methods for data collection and analysis.

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

•  identify and discuss how fundamental assumptions, scientific ideals, perspectives and frames of reference influence a process of scientific knowledge creation
•  formulate and argue for relevant research questions, including the theoretical relevance and positioning
•  discuss characteristics of research strategies and approaches, critically review and assess literature, and discuss and evaluate the suitability of various methods to solve different research questions
•  apply acquired knowledge in the planning, design, implementation and reporting of scientific studies
•  demonstrate an ability to assess and discuss social, environmental and ethical dimensions of business research issues

Focus of instruction:
Lectures, seminars, practical assignment(s), individually or in groups, and the reading material complement each other to help students to develop deep knowledge of what scientific research in business and management fields is all about.

Examination modes
The final grade is based on a written exam and reporting of assignment(s). Participation at all seminars and presentations is compulsory to pass the module. The final grade is awarded when the student has passed all assignments and compulsory course elements.

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.

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 to offer them the opportunity to actually formulate and implement marketing strategies in a competitive environment over several periods. Therefore, this 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. This 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

Focus of instruction
This course uses Markstrat, one of most widely used business simulation simulations, as a learning platform. Student teams will run a simulated firm for eight decisions rounds. This module also includes interactive lectures and seminars, and requires significant amount of both independent work and teamwork.

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

The aim of this master course is to lead the students to explore, create greater far-sightedness and also readiness to meet emerging strategic trends in business environments.  The first part of the course focuses on general theories, practice, and methods related to future studies. Specific attention is paid to international “mega trends” which are predicted to have a long-term impact on society at large, e.g. climate change, globalization, and an aging population. The second part concentrates on the core areas of the five master programs at USBE, and will examine how “mega trends” may be transformed to strategies and management routines related to the business sector.  Emerging research questions and suggestions for future research in accounting, entrepreneurship, finance, management, or marketing will be discussed. In the last part of the course, but introduced at the beginning of the course, each student will apply acquired knowledge to develop a conceptual paper based on the identification of one future-oriented topic.    

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

•  evaluate emerging trends in society
•  demonstrate familiarity with forecasting/scanning/scenario/monitoring methods
•  formulate specific action plans of how to meet current trends in specific sub-disciplines in the business sector
•  with a research approach evaluate the state of the art and identify and communicate future trends within the major field of the master program relevant for respective student

Focus of instruction
Teaching is conducted through lectures, seminars and course papers. The core topics will be covered by lectures and seminars, in which students will be expected to take an active part. Students are required to make oral presentations at seminars and to submit written course papers.

Examination modes
Examination is based upon the completion and defense of an individual conceptual

A passing grade is required for each part of the module.

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

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