Course syllabus - Marketing 2

Objectives

The course aims to develop the students' abilities regarding: use of databases with information about publications, companies and population, quantitative data collection and analysis, writing texts, oral presentation, critical examination of information, writings and literature and other materials as well as collegial collaboration. 

Learning outcomes

After completing the course students should be able to:

1. Explain and apply basic scientific methods and method concepts 
2. Explain and critically apply basic knowledge in marketing, especially collect and analyze qualitative and quantitative market data 
3. Integrate knowledge and handle complex information when evaluating different alternatives regarding strategic and tactical decisions with regard to the sub-areas of marketing, especially consumer marketing within various industries 
4. Formulate precise and feasible issues/problems as a basis for the course's various projects 
5. Evaluate, interpret and use complex information based on one or more issues/problems 
6. Communicate effectively in writing and orally individually and in groups 
7. Carry out their studies in a way that is highly independent and self-directed, which means that the student is expected to take responsibility for their own studies and thus also indirectly for the learning and development of other students by taking an active role in the various learning activities in the course 

Course content

The first part of the course is linked to environmental analysis of different industries. The student must be able to reason based on concepts related to environmental analysis and relate the concepts to the industry being discussed. Furthermore, databases are used for various analyses. 

In the second part of the course, we take the step into the consumer's consciousness and actions. The part is about deepening knowledge of and understanding of consumer behaviour. Central concepts in the moment are; the buying process, purchasing situations, segmentation, loyalty and relationships. 

The third part of the course concerns market communication where, based on the target groups for the companies' integrated market communication, we discuss how messages and channel selection work together to achieve communication efficiency. The task involves planning and implementing a project. 

The fourth part of the course concerns marketing between companies. Established concepts in theories of industrial marketing and B2B are covered. We discuss the interaction and importance of different activities in business markets and analyze different situations. 

Tuition

The teaching consists of lectures, seminars, tutorials, problem solving in groups/workshops, practice cases and writing reports of various kinds. The course relates to and deepens previous courses' content, especially regarding marketing. In the course, we work actively to integrate theory, empiricism and practice, including through interaction with companies and organizations. In the course, students are trained in oral and written presentation and seminar activities in various forms. Examination takes place through a written exam and assignments as well as group assignments. Attendance is mandatory during the examination stages covered in the seminar. 

Examination

Group assignment (GRU1), 3 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 1-7) 

Group assignment (GRU2), 3 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 1-7) 

Written assignment (INL1), 2 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 3, 5-7) 

Written assignment (INL2), 4 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 1-7)

Seminar (SEM1), 3,5 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 3, 5-7) 

Seminar (SEM2), 3 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) (Learning outcomes 1-2, 4, 6-7) 

Examination (TEN1), 4 credits, grades Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient (F) (Learning outcomes 2-3, 5) 

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

Excellent, Very good, Good, Satisfactory, Sufficient, Insufficient, complementary work possible, Insufficient