General provisions

Master programme course- track MIB.

Entry requirements

A Bachelor's degree, equivalent to a Swedish degree of at least 180 credits with at least 90 credits in Business Studies including an independently written academic work of at least 15 credits. Proficiency in English.

Exemption exchange students: The equivalent to 60 credits in Business Studies, though 90 credits is strongly recommended. Proficiency in English.

Learning outcomes

The overall aim of the course is for the students to develop a deeper understanding of marketing and the function of markets in two specific fields: B2B marketing and international marketing. This includes developing both practical skills and theoretical knowledge concerning marketing issues of relevance for various firms. The goal is accomplished through active participation in seminars of both theoretical and practical nature, as well as through contacts with different firms.

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

• Use different theories and models to critically analyse firm specific issues such as logistical problems, problems related to sales and purchasing and / or international marketing issues.
• Use the skills they have developed during the course to independently reach a more holistic picture of relevant parties (business and none-business), relevant additional facts etc. needed to make an analysis of a given marketing situation from the viewpoint of a certain firm.
• Develop skills in finding an interesting analytical problem to study, as well as finding relevant facts through interviews with company representatives and summing these up. In collecting company facts, attention will also be directed towards the tools used by companies in their marketing efforts, thereby deepening the students understanding in these areas.
• Make good presentations in front of an audience of fellow students as well as practitioners (including both verbal and none-verbal skills of presenting).
• Present their most important conclusions/findings in a professional way using posters.

Content

This course gives the students an insight in two specific types of markets. B2B markets tend to differ from consumer markets in aspects such as number and size of buyers, demand and buying patterns. The impact of these differences from consumer markets will be discussed during the course, and suitable marketing tools analysed. Business companies are, for example, often dependent on a limited number of counterparts for a large portion of their purchases and sales, which makes interaction with customers and supplier an often appropriate strategy. International marketing builds on the idea that various country markets differ in terms of culture and institutions, which increases the perceived risk. This means that activities that decrease the risk of high importance. During the course we touch upon various marketing aspects relevant for B2B and international markets, including for example relationships, business networks, foreign market entry, market selection, distribution and technological development.

Instruction

The teaching comprises 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:

• Performance during theoretical seminars where the students will take turns chairing the sessions, including a thorough presentation of the subject at hand and preparation of questions for discussion.
• A written exam at the end of the course
• Active participation in discussions
• Oral presentation
• Poster presentation
• A written case report based on empirical data

The final grade of the course is determined after taking into consideration the different parts of the examination. Grading criteria are 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 study guide otherwise the entire course (all assignments included) must 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 count toward a degree.