Consumer Behavior and Marketing Strategy D, 15 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 modules of this course focus on advanced market analysis and development of decision making skills.
 
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:

• reflect on equality, diversity and multiculturalism multiculturality and work effectively in multicultural teams
• 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

The modules are:      
Module 1. Marketing Strategy, 7.5 credits. 
Module 2. Consumer Behaviour, 7.5 credits. 

Module 1. Marketing Strategy, 7.5 credits
This module highlights strategic marketing challenges of firms. The students will gain an understanding of how the business context affects the selection and implementation of different strategies. The module presents various applications of marketing strategies to highlight the dynamics of strategic issues. Students will practice to think strategically from both an internal and external perspective.
 
Expected learning outcomes:
After completing this module, the student should be able to:

• Analyze and discuss the foundations of marketing strategies
• Analyze and propose strategic resource constellations for effective marketing strategies.
• Propose appropriate actions to manage challenges faced by organizations within the frames of marketing strategies
• Critically reflect upon the consequences of strategic choices and decisions considering the wider societal context
• Understand and be able to apply an academic approach to avoid plagiarism in academic work.

Focus of instruction:
In addition to lectures, the learning is supported by case work and seminars. The module requires significant amount of independent study. This means reading 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 academic conduct, for example how cheating and plagiarism can be avoided and referencing techniques.

Examination modes
Examination is based upon the two written individual hall exams and one case report, which are prepared in a group. The final grade is awarded to students who pass all assignments and an individual computer-based examination on plagiarism and referencing. The course is given and examined in English. Note as well examination modes below for the course as a whole.
 
Module 2.   Consumer Behavior, 7.5 credits
For companies to attain commercial success, it is important to understand and have knowledge about consumer behavior. This course 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 analyze consumer behavior,  practical examples, and research in consumer behavior are discussed during the module.  

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 in order to apply this knowledge in the different module assignments.

Examination modes
The assessments of the module consist of seminars and written assignments, prepared and presented both individual and in groups, and an individual written hall 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.

Expected learning outcomes

See each separate module.

Required Knowledge

90 credits out of which 75 credits in Business Administration whereof 15 credit bachelor courses or equivalent. Approved 52,5 credits whereof 7,5 credits in bachelor courses.
It is required to have broad knowledge of different specializations within the subject of Business Administration i.e. Management, Marketing, Accounting and Finance. Statistics 7.5 credits or equivalent.

Proficiency in English equivalent to Swedish upper secondary course English B/6.

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 the first examination will be offered an opportunity to sit a re- examination within two 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, other 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 to deviate 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 on a test or on another type of task for examination. Rules and regulations concerning the production of academic texts and correct referencing will be applicable to written assignments. Submitted material may be subject to plagiarism control. In addition, Umeå University rules and regulations for education and research apply.

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, 2fe193