Swedish name: Consumer Behavior and Marketing Strategy
This syllabus is valid: 2025-08-18 and until further notice
Course code: 2BA408
Credit points: 15
Education level: Second cycle
Main Field of Study and progress level:
Business Administration: Second cycle, has only first-cycle course/s as entry requirements
Grading scale: Pass with distinction, Pass, Fail
Responsible department: Business Administration
Established by: Dean of Umeå School of Business, Economics and Statistics, 2024-10-24
This marketing course is intended for students who want to increase their knowledge of strategic marketing management, and of theories and methods for advanced analysis of consumer markets. The course is given and examined in English.
Common expected learning outcome:
The following modules are included in the course:
Module 1. Marketing Strategy and Sustainability, 7.5 credits
The module highlights strategic marketing challenges of companies in a contemporary society. The module contributes to an understanding of how the context in which an organization runs operations influence the choice and implementation of different strategies. The module presents various applications of marketing strategies in a strategic process. Students will practice thinking strategically from both an internal and external perspective while considering sustainability issues.
Expected learning outcomes:
Knowledge and understanding:
Skills and ability:
Judgement and approach:
Focus of instruction:
In addition to lectures, the learning is supported by case work and case seminars. The module requires a significant amount of independent study, which means studying the assigned literature.
The module integrates theoretical insights with practical applications in a learning environment which builds on active participation, both individually and in groups. During the module, students will also be introduced to methods of working in international teams and an academic conduct, e.g. referencing, or how to avoid plagiarism and cheating.
Module examination modes:
The examination is based on two written individual hall exams, a written group assignment, and oral presentation. The module also includes an individual online-test on ethics and an academic conduct.
Note as well examination modes below for the course as a whole.
Module 2. Consumer Behaviour, 7.5 credits
For companies to attain commercial success in marketing, it is important to have knowledge about consumer behaviour. The module highlights consumers' internal processes and how knowledge of these processes can be useful for choosing appropriate marketing strategies. Theoretical models in marketing that are needed to analyse consumer behaviour, practical examples, and research in consumer behaviour are discussed during the module.
Expected learning outcomes:
Knowledge and understanding:
Skills and ability:
Judgement and approach:
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 behaviour is about to be able to apply this knowledge in the different module assignments.
Module examination modes:
The examination is based on a written individual hall exam, written individual and group assignments, and oral presentation. Note as well examination modes below for the course as a whole.
See each separate module.
90 credits out of which 60 credits in Business Administration or equivalent whereof 7,5 credits in Marketing. Proficiency in English equivalent to Swedish upper secondary course English B/6.
See each separate module.
The course examinations are carried out in English. All examinations must be passed in order to obtain a passing grade on module and course. 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.
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 of the 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 the first examination will be offered an opportunity for re-examination within 2 months. An additional examination opportunity is normally offered every academic year, one week prior to the start of the autumn term. If required by specific circumstances, another form of examination can be used.
A student that has failed an examination on two occasions has a right to have another examiner or grading teacher appointed, unless there are special reasons against it. A written request addressed to the Director of Studies should be made no later than 14 days before the next examination opportunity.
Adaptations
Examiners may decide on deviations from the modes of assessment in the course syllabus. Individual adaptation of modes of assessment must give due consideration to the student's needs. The adaptation of modes of assessment must remain within the framework of the intended learning outcomes in the course syllabus. Students who require an adapted examination - and have received a decision on the right to support from the coordinator at the Student Services Office for students with disabilities - must submit a request to the department holding the course no later than 10 days before the examination. The examiner decides on the adaptation of the examination, after which the student will be notified.
Academic integrity and cheating
As a student, you are expected to act with academic integrity. This means writing and presenting within the limits of the academic rules and expectations communicated in the university's regulations and what is otherwise specified by the responsible department. Disciplinary action may be taken against students who use unauthorized help aids or in some other way try to mislead in examination. Rules and regulations concerning the production of academic texts and correct referencing is applicable to written assignments. Submitted material is subject to plagiarism control. In addition, Umeå University rules and regulations for education and research apply.
Transfer of credits
Student who considers themselves to possess knowledge from previous relevant studies or professional or vocational experience that can be comparable to a course or part of a course, can apply for transfer of credits. Approved transfer of credits means that the student does not need to take the or those parts of the course that the decision covers. Information about transfer of credits can be found on Umeå University's web site.a
This course can not be included in the degree together with 2FE177, 2FE199, 2FE193 or 2FE179, 2BA417, 2BA412, 2BA403.
The literature list is not available through the web. Please contact the faculty.