General provisions

Master programme course- track SMM.

Entry requirements

A Bachelor's degree, equivalent to a Swedish degree of at least 180 credits including the equivalent to 60 credits in Business Studies. Proficiency in English.

Learning outcomes

The course goal 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 gained knowledge and understanding when analysing a firm’s practical problem.

• Present theoretical and empirical sound solutions to actual marketing problems.

Content

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.

Instruction

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

Assessment

Examination includes active participation in class, written and oral assignments. All parts are obligatory. Examination includes both individual and team work elements. The final grade of the course is determined after taking into consideration the different parts of the examination. Grading criteria will be presented in the study guide provided at the start of the course. Grades will be given in accordance with the Swedish grading system. The following grades will be used: VG (pass with distinction), G (pass), and U (fail). Assignments and exams handed in late will not be graded except in special circumstances. In addition, any remaining assignments and supplements must be completed and handed in by the deadline specified in the course guide otherwise the entire course (including all assignments) has to be redone the next time the course is given, provided there is space in the course.

Uppsala University takes cheating and plagiarism seriously, and disciplinary action will be taken against any student suspected of being involved in any sort of cheating and/or plagiarism. The disciplinary actions take the form of warnings and limited suspensions.

NOTE: Only completed courses can be included in a degree.