Engelskt namn: Consumer Behavior, Advanced Market Analysis and Executive Decision Making D
Denna kursplan gäller: 2011-09-05 och tillsvidare
Kursplan för kurser med start efter 2011-09-05
Kurskod: 2FE045
Högskolepoäng: 30
Utbildningsnivå: Avancerad nivå
Huvudområden och successiv fördjupning:
Företagsekonomi: Avancerad nivå, har endast kurs/er på grundnivå som förkunskapskrav
Betygsskala: Tregradig skala
Ansvarig institution: USBE Företagsekonomi
Beslutad av: h, 2009-10-08
Reviderad av: lewi0001, 2010-10-12
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. Consumer Behaviour, 7.5 ECTS. Konsumenters beteende, 7.5 hp Module 2. Marketing Research, 7.5 ECTS. Marknadsundersökningar, 7.5 hp Module 3. Advanced Market Analysis, 7.5 ECTS. Avancerad marknadsanalys, 7.5 hp Module 4. Executive Decision Making, 7.5 ECTS. Beslutsfattande på ledningsnivå, 7.5 hp Module 1. 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 relationship between consumer behavior and marketing strategies. This relation is emphasized because the success of companies marketing strategies depends upon managers understanding of consumer behavior. Consequently, students learning of how to analyze purchasing patterns is important for their future work as marketers. The theoretical models discussed during the module will develop students understanding of the specific marketing concepts that are needed when analyzing consumer behavior. This is important, as consumers buying decisions indicate how well the companys marketing strategy meets demands in the market. Thus, this course module highlights the fact that marketing begins and ends with the consumer. Expected learning outcomes Upon completion of the course module the student should be able to do all the following: compare and use theoretical models for analysis of consumer behavior, identify and analyze consumer behavior patterns, construct marketing strategies based upon analyses of consumer behavior, and examine and assess the role of consumption in society. Module 2. Marketing Research 7.5 ECTS This course module targets managers need for skills in the systematic collection, analysis, and reporting of market information. The need for such skills is apparent since every situation is unique, and hence, requires analytical methods that fit the task at hand. Therefore, this module concentrates on statistical marketing research methods with special attention directed at the definition of marketing problems, research design, and analysis to yield the relevant information. Thus, this course module develops the students skills in defining and analyzing complex marketing problems. Expected learning outcomes Upon completion of this course module the students should be able to do all the following: translate a marketing problem into sequence of steps in the research process differentiate between client-based marketing research and academic research in marketing structure internal and external information in a market information system evaluate and critique various research methods that can be applied for studies of marketing phenomena apply quantitative and statistical techniques for analyzing and reporting market information The structure of this module reflects the research process in companies. Students gain knowledge in defining marketing problems through a project assignment. This research project involves the definition of research problem, design of a suitable research method, data collection, analysis and presentation of findings. After completing the course you will gain familiarity with commonly used univariate and selected multivariate statistical techniques relevant to marketing research projects, acquire the ability to formulate problems and solve them if no excessive data complications are in sight. Formal exposure will be kept to a necessary minimum (i.e. no prior knowledge of matrix algebra or calculus is presumed or required). Strong emphasis will be placed on hands-on involvement with SPSS, and on the applied aspects of the marketing research. Module 3. Advanced Market Analysis, 7.5 ECTS This course module is designed to explore different simulation and forecasting techniques used by managers when preparing strategic and operational marketing decisions. This module builds upon previous course modules and looks further into the analytical tools for systematic assessments of consumer behavior and market environments. The material presented in this module will be in the context of an overall information system used by management to make strategic or operational marketing decisions. 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. Expected learning outcomes Upon completion of this course module the students should be able to do all the following: apply analytical and modeling techniques to better understand customers and competitors, use market information for the purpose of making strategic decisions, design and implement marketing strategies in a competitive environment, use simulation and planning techniques for the purpose of analysis and forecasting. During this course, you will learn how advanced analytical techniques can help you understand your customers and competitors better. We will cover multiple regression, perceptual mapping, conjoint analysis, and basics of forecasting. We will also examine how marketing research can be used in making strategic and operational decisions (segmentation, positioning, new product introduction, pricing and resource allocation) and integrated into decision support systems. By means of the Markstrat simulation, the course puts special emphasis on teamwork and the application of the technical and conceptual skills under time pressure. Markstrat is the most widely used business simulation. It has proven to be sufficiently complex and realistic to challenge seasoned executives. Yet Markstrat is sufficiently user-friendly that with a concerted team effort, it can be mastered by less experienced managers and students as well. A simulation offers a good tradeoff between the costs and benefits of learning. You can learn more about the simulation by visiting the simulation homepage at http://www.stratxsimulations.com/markstrat_online_home.aspx Module 4. Executive Decision Making, 7.5 ECTS Decision making is an important part of managers work. The importance of decision making skills is apparent because the success of companies strategies depends upon managers ability to make valid predictions. Therefore, this course module highlights the fact that the nature of decision making require skills beyond mere presentations of the situation at the time of a study. This module will, therefore, examine managerial decision making tools such as scenario planning, the making of a prognosis, and other tools that facilitate contemporary decision making processes. Expected learning outcomes Upon completion of this course module the students should be able to do all the following: Identify critical issues in case analyses, formulate competitive marketing decisions, examine the decision-making process in the context of advanced decision-making tools, understand the challenges associated with organizational decision making. This course module is a capstone course with respect to the preceding course modules. Students in this course will, therefore, be able to use skills and insights acquired during earlier course modules. The module will be divided into two parts. Part One focuses on management decision-making process and on contemporary approaches such as forecasting, scenario planning, and the simulation of a variety of situations. This part will further develop students skills in marketing decision making at the strategic and operational levels. Part Two examines marketing management decision making from an applied perspective. Management experiences in decision making will be discussed and evaluated through the use of teaching cases. This approach will provide students with the opportunity to examine decision making from a marketing executive perspective.
See respectively module
Univ: Företagsekonomi C, 15 hp samt Statistik, 7,5 hp, eller motsvarande. Gymnasium: Engelska B. Svenska för grundläggande behörighet för högskolestudier (om kursen ges på svenska).
The principal teaching methods in modules 1-4 are lectures, discussions, case studies, and seminars. Guest lecturers may be invited to present some of the contemporary marketing practices and how such approaches lead to more competitive market positions. With the use of teaching cases, students will have opportunities to participate in decision making and develop skills in structuring the necessary information. Seminars will be used to discuss the central topics of each module, and to illustrate the links between analyses and managerial decision making. The students are expected to read the assigned material and actively participate in case discussions.
The examination of each course module (1-4) will be based upon the students active participation in seminars, attendance at lectures, a written comprehensive examination (tentamen), and successful completion of group or individual coursework as assigned. 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. In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given on each occasion. Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within 2-3 weeks. 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. 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 litterateur and other relevant course materials. Student who has passed an examination can not redo 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.
This is a course at the D-level in an MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business.
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