Course syllabus - Marketing strategy in practice

Objectives

Through discussion, literature and business simulation the course's intention is to develop the student's ability to conduct a market-based analysis. Therefore, the course aims to provide broad knowledge of, and test, how marketing and concepts are applied in practice.
The aim of the course is thus to develop the student's analytical ability to understand and predict market conditions as well as develop short- and long-term marketing strategies.

Learning outcomes

After completing the course, the student should be able to:
1. search, retrieve, evaluate and critically interpret information within a problematization and critically analyze phenomenons, problems and situations
2. evaluate and compare perspectives on market strategy
3. analyze a company's present and future situation by applying internal and external analysis
4. create a marketing strategy by integrating theoretical and practical concepts
5. explain alternative ways of measuring the outcome of marketing strategies
6. develop and orally and in writing present a marketing strategy through group work
7. independently identify, formulate and solve problems and complete assignments within given time frames

Course content

To achieve the learning objectives of this course, the course is based on a business simulation game. The course provides a basis for making strategic market-based decisions that includes different perspectives on market and actors' conditions. Lectures and discussions reflect the decisions that managers of companies need to make on a daily basis, and with the business simulation the student is given the tools to test and practice their knowledge and skills to form new perspectives and knowledge.

Tuition

This course consists of lectures, discussions and seminars. The business simulation is run during seminars (which require mandatory attendance), where the development in the simulation and the companies will be discussed. The business simulation is a group task. Included in the course is also a number of workshops that, with the support of the course literature, seek to theorize market strategic decisions.

Specific requirements

60 hp business administration with gradual deepening, of which 45 hp should be passed at the start of the course. Of these, 15 hp should be on the level G1F. In addition English course B/English course 6 is required.

Examination

Group project (GRU1), business simulation and presentation of marketing plan, 2 hp, grade Passed (G) (refers to learning outcomes 1-4 and 6-7)
Marketing plan (PMO1), written submission of marketing plan, 2 hp, grade Passed (G) (refers to learning outcomes 1-3 and 6-7)
Seminar activity (SEM1), workshops with theoretical in-depth studies, 4 hp, grade Passed (G) (refers to learning outcomes 1-3) or Passed with distinction (VG) (refers to learning outcomes 1-6)
Examination (HEM1), individual home examination, 7 hp, grade Passed (G) (refers to learning outcomes 1-4, and 7) or Passed with distinction (VG) (refers to learning outcomes 1-7)

A student who has a certificate from MDU regarding a disability has the opportunity to submit a request for supportive measures during written examinations or other forms of examination, in accordance with the Rules and Regulations for Examinations at First-cycle and Second-cycle Level at Mälardalen University (2020/1655). It is the examiner who takes decisions on any supportive measures, based on what kind of certificate is issued, and in that case which measures are to be applied.

Suspicions of attempting to deceive in examinations (cheating) are reported to the Vice-Chancellor, in accordance with the Higher Education Ordinance, and are examined by the University’s Disciplinary Board. If the Disciplinary Board considers the student to be guilty of a disciplinary offence, the Board will take a decision on disciplinary action, which will be a warning or suspension.

Grade

Pass with distinction, Pass, Fail