General provisions

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

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.

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. Proficiency in English.

Learning outcomes

Business-to-business (B2B) markets are often characterised by the fact that a limited number of counterparts make up for a large portion of a company's business. This implies that the companies´ marketing tends to follow a different logic than the one traditionally applied in consumer markets. We will start from four themes on market practice (customers and sales, purchasing and logistics, product development and innovation, and business and society) and discuss appropriate theoretical tools to deal with the challenges that firms face.

After completing the course, the student will be able to:

• make conscious choices of models of analysis and other theoretical tools designed for the challenges that companies in B2B markets face.
• use theory to critically analyse firm specific issues in B2B markets.
• choose a relevant question, problematise it in writing, and, in a comprehensive manner, argue for the relevance of the problem.
• make presentations in front of an audience (both verbal and non-verbal skills in presentation).

Content

Business-to-business (B2B) markets are often characterised by the fact that a limited number of counterparts make up for a large portion of a company's business. The course focuses on the characteristics of B2B markets and its consequences on market practice based on four themes:

• customers and sales
• purchasing and logistics
• product development and innovation
• business and society

Instruction

The teaching comprises lectures (including guest lectures) and seminars (both theoretical and more practical) to support the learning process. Both individual as well as group-based assignments are part of the course. The course is taught in English.

Assessment

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

Examination includes:

• Hand-ins
• Oral and written presentations

Both individual and group examinations are used. 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, pending availability of a place in the course.

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 regulations

The course overlaps 2FE825, 8FE825 Industrial Marketing.