Learning outcomes

The aim of the course is to give a deeper knowledge of marketing on consumer as well as on industrial markets.

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

- explain the main concepts of consumer behaviour

- explain the buying process in companies

- explain how distribution works in B2B markets

- analyse various marketing problems on B2B and B2c markets

- give solutions on marketing problems on B2B and B2C markets.

- present and discuss analyses and solutions on marketing problems.

- evaluate other students' solutions on marketing problems.

Content

The course gives a deeper view on how companies work with marketing, The starting point for the course is that marketing is an information and knowledge problem for both consumers and companies. We reach deeper through discussions about how companies handle marketing on B2B and B2C markets. We also discuss consumer behaviour from both an individual and a company perspective.

Instruction

The course is taught in Swedish and English. We use lectures, cases, seminars, hand-in group and individual assignments, web tests and oral presentations to teach course contents and reach the learning goals.

Assessment

Grades will be given in accordance with the Swedish grading system and, for international students, the ECTS grading system. The following grades will be used: VG (passed with distinction), which corresponds to A or B in the ECTS grading system, G (passed), which corresponds to C, D or E, and U (failed) which corresponds to the ECTS grade F.

To attain the learning goals performance is evaluated by:

- Individual webtests throughout the course

- Active participation in cases and seminars

- Hand-in group assignments

- Final exam

Performance is assessed by using so called Assessment Units (AU). To obtain VG as a final grade, a student must attain at least 80 AU out of a total of 100 AU. To obtain a G, a student must attain a total exceeding 52 AU. Further, to obtain G as a final grade, a student must pass the individual web tests, participate actively in cases and seminars and pass the hand–in group assignments. More information is given in the course instruction

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 (all assignments included) 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.