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.

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.

Common expected learning outcome:

• communicate central concepts for the course in English, both orally and in writing

Module 1. Research Methodology in Business Research, 7,5 credits
Module 2. Consumer Behaviour, 7.5 credits
Module 3. Consumer and Market Analysis, 7.5 credits
Module 4. Current Trends in Business Administration, 7,5 credits
 
Module 1. Research Methodology in Business Research, 7,5 credits
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 issuesFocus 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. The course is given and examined in English. Note as well examination modes for the course below.
 
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.
 
Module 3. Consumer and Market Analysis, 7.5 credits
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.  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 simulation exercise thus entails that the groups compete with each other. The key areas explored are demand processes, segmentation, positioning, new product introduction, and resource allocation. 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 contribution of marketing decisions to firm’s short- and long-term market and financial performance.
• Apply advanced methods for modeling customer, competitor and market behaviors.
• Establish priorities among and align product portfolio, segmentation, positioning and marketing mix decisions.
• Formulate and implement marketing strategies in a dynamic and competitive environment under conditions of information incompleteness, uncertainty and time pressure.
• Assess the broader societal, environmental and ethical implications of firm’s marketing investments.  

Focus of instruction
This course uses one of the most widely used business simulations, as a learning platform. Student teams will run a simulated firm and make different marketing decisions. 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. The course is given and examined in English. Note as well examination modes below for the course as a whole.

Module 4. Current Trends in Business Administration 7,5 credits
The ambition of this module is to identify and uncover current trends.  These trends have a strong long-term impact on society at large and thus form future premises and give rise to challenges for businesses. The aim of the module is to explore how business and society interact to tackle such present and future challenges. The expectation is that students participating in this module are well equipped with knowledge and skills related to their own major, one of the five sub-disciplines accounting, entrepreneurship, finance, management, and marketing in Business Administration.

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

• Identify and evaluate emerging trends in society
• Critically discuss decisions relating to current trends  and their implications for various types of businesses and business functions
• Evaluate information, knowledge and policy in relation to current trends  in terms of validity and reliability
• Relate current trends  to research in business administration within the field of the student’s major
• be able to share  multidisciplinary knowledge

Focus of instruction
Learning is supported by lectures, guest lectures and guided exercises. Students are provided with relevant sources of information and scientific literature for supporting individual and  group works related to the themes of lectures and exercises.
 
Examination modes
The main mode of examination is an individual written essay. The essay requires convincing discussion of the importance and urgency of solving a specific problem related to any of the current trends  from the disciplinary perspective of the student’s major. Further, the examination consists of individual and group reflection papers related to the various course activities.
Attendance at all work in progress and final presentation seminars, group work and guest lectures related presentation events are mandatory and thus a requirement to pass the course. A passing grade for each graded part of the course is required to pass. The course is given and examined in English. Note as well examination modes for the course below.

Expected learning outcomes

See each separate module.

Required Knowledge

90 credits with a minimum of 75 credits in Business Administration and 30 credits advanced level within the core course in Business Administration at one of the following Master programs in Business Administration  (Management, Finance, Accounting or Business Development) at Umeå School of Business and Economics. 

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. If required by specific circumstances, the Director of Studies may decide on other forms of examination

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 addtion, 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 included in the degree together with 2fe199, 2fe177, 2fe179