|Advanced Consumer Marketing, 10 ECTS Credits|
|AIM OF THE COURSE|
|After completed the course the student should be able to:
- relate contemporary marketing thinking to the development of marketing theory in the 20th century
- describe psychological aspects of the consumer and its implications on consumer behaviour.
- identify dimensions of an organization’s product and its implications for the organization’s market communication
- evaluate in sufficient detail strengths and weaknesses of an organization’s branding strategies and market communication.
- propose strategies for developing an organization’s market communication, expressed as a market communication plan.
|The course’s integrated approach results in a thorough understanding of how different subfields in the marketing area relate and interplay. The course is organized around crucial decisions that must be made in marketing decisions, and embraces the following areas:
- Consumer behaviour
- Product dimensions
- Distribution and logistics
- Brand management and corporate identity
- Market communication
After an introduction where the development of different theoretical fields are discussed, the course content will be organised in three main themes – consumer behaviour, product dimensions and market communication. At the end of the course these parts are treated as an integrated entity.
| The course will be organised through a combination of lectures/discussions, in-class assignments, cases and workshops.
Participation in seminars and team work is mandatory. Students are responsible for their own learning process, and lectures provide perspectives on the course content, thus giving an opportunity for students to facilitate the process of structuring the course content.
Students may have to prepare tasks and assignments for seminars and team work. Language of instruction: English
|The course content will be examined through mandatory participation in seminars and team work, and an integrated written examination at the end of the course.
Students failing an exam covering either the entire course or part of the course two times are entitled to have a new examiner appointed for the reexamination.
Students who have passed an examination may not retake it in order to improve their grades.
A Bachelor´s in Business Administration or Economics with at least 90 ECTS credits/60 credits points i.e. three semesters of studies in business administration or economics (equivalent). Documented knowledge of English equivalent to "Engelska B"; i.e. English as native language or an internationally recognized test, e.g. TOEFL (minimum scores: Paper based 575 + TWE-score 4.5, and internet based 90), IELTS, academic (minimum score: Overall band 6.5 and no band under 5.5), or equivalent.
|The course is graded according to the ECTS grading scale A-F|
|Course certificate is issued by the Faculty Board on request. The Department provides a special form which should be submitted to the Student Affairs Division.|
|The course literature is decided upon by the department in question.|
|Planning and implementation of a course must take its starting point in the wording of the syllabus. The course evaluation included in each course must therefore take up the question how well the course agrees with the syllabus.
The course is carried out in such a way that both men´s and women´s experience and knowledge is made visible and developed.