Marketing and Supply Chain Management D, 30 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 module of this course focus on Supply Chain Management.    

• Module 1. Perspectives on Strategy, 7.5 ECTS.  
• Module 2. Consumer Behaviour, 7.5 ECTS.  
• Module 3. Consumer and Market Analysis, 7.5 ECTS.
• Module 4. Supply Chain Management II ECTS 7,5 ETC

Module 1. Perspectives on Strategy, 7.5 ECTS
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:

• Compare theoretical perspectives on management, entrepreneurship, and marketing strategies.
• Propose solutions to cope with internal and external strategic challenges and complexities.
• Propose appropriate strategies to meet key dilemmas of innovation, relating to product, process, organization, 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:
Learning is supported by interactive lectures and practicing intercultural communication, a company visit and two group case projects. 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. Although they will at times cover seemingly quite diverse subjects, they are intended to help the students to develop a good understanding of what strategy is about and to apply this knowledge in the course assignments. The course is given and examined in English.

Examination modes
The final grade is based on 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. Note as well examination modes for the course 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
Learning is supported by 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. The course is given and examined in English.

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. Note as well examination modes for the course 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. The course is given and examined in English.

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. Note as well examination modes for the course below.

Module 4. Supply Chain Management II, 7.5 ECTS
Supply chain management has evolved from an operational issue, focusing on the optimization of an organization’s incoming goods, to a strategic issue of understanding effects of logistical systems on the overall supply chain. This supply chain typically encompasses multiple organizations interlinked locally, regionally and globally. Supply chain management II is an advanced course on supply chain issues with considerations not only for the immediate organization, but also for the overall industrial network, society in general and the environment. Reverse logistics and outsourcing are examples of issues rapidly growing in importance. In reverse logistics, organizations need to cater for not only products produced but also incorporate waste management. In outsourcing, organizations has a direct and indirect moral and contractual obligation to handle the environmental footprint and labour rights issues created by the overall supply chain. Further, resource constraints, e.g. peak oil, and climate change poses new challenges to logistical systems.

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

• demonstrate analytical and integrative skills on issues of supply chain management use contemporary supply chain management tools in creating more cost-efficient supply chains
• analyse the efficiency and effectiveness, of supply chain networks using different theoretical and value perspectives
• apply acquired knowledge to enable strategic decision-making based on supply chain considerations, including stakeholder dialogue
• analyse the impact of challenges in supply chain management networks, including resource constraints, environmental risks and labour rights
• analyse the increased role of reverse logistics and outsourcing on supply chain management
• demonstrate skills in working with and presenting advanced and integrative real-world supply chain problems.

Focus of instruction:
This advanced course will be case-oriented. Students will work with one large case where conventional issues of supply chain management, such as localization, transportation, cost efficiency, customer orientation and optimization, will be at the core together with issues of environmental sustainability and global responsibility. Students’ basic understanding in supply chain management will now extend to a strategic level. In essence, students will work on a scientifically based evaluation report where they are to use their own prior knowledge of the subject matter together with contemporary research in the field of supply change management with a distinct environmental perspective.

Examination modes
The examination consists of a larger project assignment as well as an individual written examination. A larger case will be used throughout the course where each student will fulfill a specific assignment within the overall case structure. A passing grade is required for each part of the module.A passing grade is required for each part of the module. Note as well examination modes for the course below.

Expected learning outcomes

See each separate module.

Required Knowledge

Admitted to Retail and Supply Chain Management program Umeå University,  Business Economics courses C level15 credits and Statistics 7.5 credits.

Form of instruction

See each separate module.

Examination modes

See above under each separate 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%).

Grades on the course are awarded when the student has passed all examinations and compulsory course elements.
 
To receive the grade Pass with distinction (VG) in the 30 ECTS 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 other 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 a month. 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. 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.

If a student fails to present a photo ID at the occasion of a written examination cannot have his or her results registered.

A student who has passed an examination can not redo the examination to get a higher grade.

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.

The lectures 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.