Consumer Marketing, Master Course

General provisions

Master programme course- track MIB

Learning outcomes

The course goal is to facilitate the student's development of a deeper understanding of modern marketing terminology and concepts related to consumer – firm interaction. This understanding should form a resource base from which the student can draw when coping with strategic or tactical marketing scenarios in a complex environment.

After participating in the course the student will be able to:

· Understand the mechanisms of market management theory and alternative marketing approaches within consumer marketing. The student should feel confident in his/her ability to utilise this knowledge as a basis when analysing a firm's practical problem situation.

· Comprehend a consumer-firm interaction perspective, and appreciate the importance of Customer Relationship Management as a strategic marketing approach. Be capable of utilizing this knowledge when developing marketing strategy and tactics.

· Understand the increased importance of a firm's brand-building on a strategic and tactical level.

· Understand the basic financial aspects of marketing strategy and be able to apply these.

· Have practiced his/her skills in applied methodology through theoretical evaluation as well as via practical marketing data collection and analysis.

· Be confident in applying knowledge of marketing terminology, concepts and method as a basis to formulate and present solutions to actual marketing problems.

· Be capable of defining and managing ethical and moral issues that can arise when engaged in consumer marketing.

Content

The course extends the fundamental skills in consumer marketing gained by students in previous basic courses. A vital course goal is to stimulate the development of new insights into the nature of and study approaches to consumer marketing. The applicability of many traditional and commonly-used marketing models is currently seriously questioned, and a number of alternative approaches have emerged. These emerging consumer marketing approaches and their foundations, for example in consumer behaviour, cultivation of relationships and interactivity, branding and technological development are discussed during the course.

Instruction

The teaching on the course 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

Performance during the process towards learning goals is evaluated by:

· Active participation in seminars and lectures (individual)

· A written case report, based on applied, theory-based research (group)

· The quality of content and presentation technique during seminars (group)

· An web-based home assignment based on course literature (individual)

Students receive a single final grade. Evaluation is based on combined results of the course moments. To obtain a Pass with Distinction (VG/ECTS grades A-B) as a final grade, the student must attain a total grade exceeding 80 assessment units (AU) out of maximally 100 AU.

In addition, any remaining assignments and supplements must be completed and handed in at least within two weeks after the end of the course otherwise this part of the examination has to be redone the following semester, provided there is space in the course.

Attention Swedish students: Only completed courses can be recognised in your degree.