Syllabus for Markets and Marketing

Marknader och marknadsföring


  • 7.5 credits
  • Course code: 2FE864
  • Education cycle: Second cycle
  • Main field(s) of study and in-depth level: Business Studies A1N

    Explanation of codes

    The code indicates the education cycle and in-depth level of the course in relation to other courses within the same main field of study according to the requirements for general degrees:

    First cycle

    • G1N: has only upper-secondary level entry requirements
    • G1F: has less than 60 credits in first-cycle course/s as entry requirements
    • G1E: contains specially designed degree project for Higher Education Diploma
    • G2F: has at least 60 credits in first-cycle course/s as entry requirements
    • G2E: has at least 60 credits in first-cycle course/s as entry requirements, contains degree project for Bachelor of Arts/Bachelor of Science
    • GXX: in-depth level of the course cannot be classified

    Second cycle

    • A1N: has only first-cycle course/s as entry requirements
    • A1F: has second-cycle course/s as entry requirements
    • A1E: contains degree project for Master of Arts/Master of Science (60 credits)
    • A2E: contains degree project for Master of Arts/Master of Science (120 credits)
    • AXX: in-depth level of the course cannot be classified

  • Grading system: Fail (U), Pass (G), Pass with distinction (VG)
  • Established: 2017-02-01
  • Established by:
  • Revised: 2020-02-05
  • Revised by: The Department Board
  • Applies from: Spring 2021
  • 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 equivalent to the Swedish upper secondary course English 6.

    For incoming exchange students, exceptions can be made from the requirement of 90 credits in business studies, provided that special reasons are considered to exist.

  • Responsible department: Department of Business Studies

Decisions and guidelines

Master's Programme in Business and Management - specialisation Marketing.

Learning outcomes

Ideas about markets and marketing have a long and exciting tradition. This course has two primary ambitions: (1) to develop the depth and scope of the students' knowledge on marketing theory and (2) to allow the students to reflect on this knowledge in practice. After completing this course, the students will:

  • have gained a broader and more enhanced knowledge of marketing as a discipline (subject)
  • have developed a deeper understanding of variations in perspectives associated with different marketing theories
  • have demonstrated insights into the fundamental premises behind various theories
  • have developed an ability to overview the historical development of marketing theory
  • have reflected upon and applied their acquired theoretical knowledge in practice
  • be able to distinguish and argue for differences in marketing theories in terms of fundamental premises
  • be able to compare and classify different marketing theories in a historical and developmental perspective
  • be able to evaluate different marketing theories' relevance in practice.


The course aims at allowing its students to form an overview of marketing theories and how they have evolved over time. Central to this overview is how some fundamental premises have affected the development of marketing ideas. The course follows a general framework with four themes (i.e., economic or behavioural marketing theories, in combination with non-interactive or interactive theories) that can be used to understand, discuss and develop knowledge on varying theoretical approaches within the topic of marketing. The course draws heavily on studying different marketing theories to be able to analyse how the subject has co-evolved with society and has also to made it possible to understand the status of the topic of marketing today.


The course relies on an extensive selection of works to depict the development of marketing theories over time. This means that the requirement of the students' ability to digest substantive amounts of scientific texts is particularly high in this course. To support the learning process, the course uses a combination of lectures, seminars and online discussions as well as cases. A requirement, apart from assimilating the course literature, is that the students bring experiences from earlier courses or practice into the discussions. The course is taught in English.


The student will get one single grade, equivalent to 7,5 credits.

The examination of this course includes active participation in class as well as written and oral assignments. 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 that applies to the course section. 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.

If there are special reasons for doing so, an examiner may make an exception from the method of assessment indicated and allow a student to be assessed by another method. An example of special reasons might be a certificate regarding special pedagogical support from the University's disability coordinator.

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

NOTE: Only completed courses can count toward a degree.

Other directives

The course substitutes/overlaps among other the course Markets and Marketing (Contract Education) 8FE864.

Reading list

Reading list

Applies from: Spring 2021

Some titles may be available electronically through the University library.

  • Readings available online

    Företagsekonomiska institutionen,