Swedish name: Product Development and Business to Business Marketing D
This syllabus is valid: 2011-01-17 and until further notice
Course code: 2FE048
Credit points: 15
Education level: Second cycle
Main Field of Study and progress level:
Business Administration: Second cycle, contains degree project for Master of Arts/Master of Science (120 credits)
Grading scale: Three-grade scale
Responsible department: Business Administration
Module 1. Product Planning and Development, 7.5 ECTS. This course highlights the fact that new products have always been of interest to both academics and practitioners. Today the job title new products manager or director is becoming more common, and is offered much earlier than 10 or 15 years ago. Also, developments in several markets worldwide indicate that product life cycles are getting shorter. Consequently, firms have recognized the strategic importance of new products, time to market, and the role of teams in accelerating the new product development process. The speed and complexity of the development makes it important to have analytical models that integrate the stages of the new product process. This module, therefore, looks into the various stages of the development process starting from perceptual mapping, concept generation, selection of attributes through conjoint analysis, and segmentation and product positioning to the final launch stage. Module 2. Business to Business Marketing, 7.5 ECTS. Business market management requires significant participation from many functional areas to identify the market segments and customer firms of primary interest (i.e., targeting) and how to deliver superior value to them (i.e., positioning). This module, therefore, integrates various marketing models and analysis techniques. Customer value management is important in todays global business environment. This module, therefore, highlights strategic and practical approaches to delivering superior value to targeted customer firms, and getting an equitable return on the value delivered. Through the development of customer value models students gain an understanding of customer requirements and preferences. Also, attention is directed at the financial gains from fulfilling them. To summarize, the areas that this module highlights are: Business market processes and strategies Management of value and market offerings Sustaining customer relationships and network positions The international dimensions of business markets.
Module 1. Product Planning and Development, 7.5 ECTS. By taking this module the students gain knowledge about product planning from a strategic perspective. To enhance students understanding of aspects that affect implementation of strategic plans this module highlights methods for management of product planning in companies of different sizes and product categories. Also integrated into this area is how to develop new products that fit current and future demands in the market. The students will, therefore, gain knowledge of how to set up and manage the development process, and how to avoid common pitfalls. After completing the module, the student should be able to: Analyse and identify critical elements of the product development process. Apply analytical tools for identification of trends in the market. Select, and/or design organizational structures that fit the needs of product development projects. Define the financial challenges associated with new product development. Module 2. Business to Business Marketing, 7.5 ECTS. By taking this module the students will gain knowledge in the field of business-to-business marketing. The design of the module facilitates the development of a sound understanding of how companies manage their current business-to-business operations, and how they plan for their future operations. Also, the students will learn how companies operate in business networks, and how partnerships may leverage their positions in the market. After completing the module, the student should be able to: Understand how companies operate in business-to-business markets. Identify critical elements of value offerings in business markets Apply models and methods for design of marketing strategies in a business-to-business context.
University:Courses in Business Administration (75 ECTS) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 ECTS in Management, Marketing, Accounting and Finance courses. At the C-level (Bachelor), a minimum 15 ECTS. Language: Students are required to have adequate knowledge of English corresponding to English B-level at Swedish Gymnasium, or, corresponding levels in internationally recognized tests of English proficiency such as the TOEFL - minimum score 550 on paper-based test and not below 4.0 on the TWE. Alternatively 213 on computer-based test or with Internet-based Test (iBT) Total score of 79 (Writing 17 or higher); IELTS Academic Training - minimum score 6.0 with no individual score below 5.0; or University of Cambridge/Oxford Certificate in Advanced English/Certificate of Proficiency/Diploma of English Studies as well as basic entrance requirements for higher studies in Swedish language proficiency if the course is taught in Swedish.
Module 1. Product Planning andDevelopment, 7.5 ECTS. Principal methods of instruction are lectures, seminars, and case discussions. The design of the module allows students to attend lectures, and discuss cases in small group settings. When appropriate, guest speakers will be invited to describe practical dimensions of product development processes. When working with the selected cases the students practice decision-making, and identification of solutions to challenges in the product development process. Seminars will be used to discuss scientific articles on new product developments. The students are expected to read the assigned material and participate actively in case and seminar discussions. Module 2. Business to Business Marketing, 7.5 ECTS. The principal teaching methods are lectures, discussions, case studies, and seminars. Guest lecturers may be invited to present some of the contemporary business marketing practices and how such approaches lead to more competitive market positions. With the use of teaching cases, students will have opportunities to develop skills in structuring complex information. Seminars will be used to discuss the central topics, and to illustrate the links between analyses and decision-making in business marketing processes. The students are expected to read the assigned material and actively participate in case discussions
The examination of this course 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 examination, therefore, consists of: A written comprehensive examination (tentamen) A written project report 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%). In order to pass the course, the student must complete all parts of the examination i.e. reach 50% of the points of each part. To receive the grade Pass with distinction in the course, the student must have achieved at least 75% of the total of points in the separate modules or the equivalent. 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. Guest lectures during the course might be used as basis for examination. 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 a MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business.
The literature list is not available through the web. Please contact the faculty.