This marketing course is intended for students who want to increase their knowledge of aspects affecting consumer behaviour, and how such aspects can be analyzed. 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 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.
Förväntade studieresultat
See respectively module
Behörighetskrav
Univ: Företagsekonomi C, 15 hp samt Statistik, 7,5 hp, eller motsvarande.
En A och svenska för grundläggande behörighet för högskolestudier (om kursen ges på svenska).
Undervisningens upplägg
The principal teaching methods in this course 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.
Examination
The examination of each course module will be based upon the students active participation in seminars, 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 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 a module 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
Övriga föreskrifter
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.
Litteratur
Litteraturlistan är inte tillgänglig via den webbaserade utbildningskatalogen.
Kontakta aktuell institution.
