Master’s studies

Syllabus for Consumer Marketing, Master Course

Consumer Marketing, masterkurs

A revised version of the syllabus is available.


  • 7.5 credits
  • Course code: 2FE815
  • Education cycle: Second cycle
  • Main field(s) of study and in-depth level: Business Studies A1N
  • Grading system: Fail (U), Pass (G), Pass with distinction (VG)
  • Established: 2007-01-24
  • Established by: The Faculty Board of Social Sciences
  • Revised: 2017-02-01
  • Revised by: The Department Board
  • Applies from: week 35, 2017
  • Entry requirements: A Bachelor's degree, equivalent to a Swedish Kandidatexamen, from an internationally recognised university. Also required is 90 credits in business studies. Proficiency in English.

    For incoming exchange students only 60 credits or equivalent in business studies are required, though 90 credits is strongly recommended. Proficiency in English.
  • Responsible department: Department of Business Studies

Decisions and guidelines

Master Programme in Business and Management - specialisation Marketing.

Learning outcomes

The goal of the course is to facilitate the student’s development of a deeper understanding of contemporary consumer marketing terminology especially regarding concepts related to consumer – firm interactions. This understanding should form a resource base from which the student can draw on when coping with strategic or tactical marketing scenarios in a complex environment. After participating in the course, the student will be able to:

  • Comprehend a broad array of contemporary consumer marketing perspectives, theories and concepts.
  • Contrast alternative consumer marketing approaches and their relative strengths and weaknesses.
  • Utilise his/her acquired knowledge and understanding when analysing a firm’s practical problem.
  • Present theoretical and empirically sound solutions to actual marketing problems.


Students will in class discuss different contemporary consumer marketing approaches, theories and concepts. Within each literature theme, the students will be required to collect and present their own data which will be submitted in a report.

The class will be divided into groups who will work together throughout the entire course as a marketing team. Each team will work on several consumer marketing related assignments, which they all will present in class. They will also investigate a larger marketing problem with the aim of finding one solution which they will present in front of the class. All presentations will be based on written research reports. All reports will include collecting and analysing qualitative as well as survey data.


The teaching comprises lectures (including guest lectures), seminars (both theoretical and practical) and tutoring. Representatives from commercial firms participate during several course moments. The course is taught in English.


The student will get one single grade, equivalent to 7.5 credits.

Examination includes active participation in class as well as written and oral assignments. All parts are mandatory. Examination includes both individual and team work elements. The grade for the entire course is based on an assessment of all parts of the examination.

Grading criteria are presented in the study guide provided at the beginning of the course. The following grades will be used: pass with distinction (VG), pass (G), and fail (U). Examinations handed in late will not be assessed except under special circumstances. Any remaining supplemental work must be completed and handed in by the deadline specified in the study guide. Otherwise the entire course (all examinations included) must be retaken during subsequent course sections, pending availability of a place in the course.

Uppsala University does not accept cheating or plagiarism. Suspected incidents of cheating or plagiarism are reported to the Disciplinary Committee of the University, which may issue a formal warning to the student or suspend the student from studies for a designated period.

NOTE: Only completed courses can count toward a degree.

Reading list

Reading list

Applies from: week 35, 2017

  • Articles

    Find in the library


  • Hawkins, Del I.; Mothersbaugh, David L. Consumer behavior : building marketing strategy

    12. ed., internat. ed.: New York, NY: McGraw-Hill Irwin, c2013

    Alternative reading for Consumer behaviour & Marketing Strategy, which is out of print.

    Find in the library


  • Peter, J. Paul; Olsen, Jerry C. Consumer behaviour & marketing strategy

    Paperback, 8th ed.: London: McGraw-Hill, 2007

    Find in the library