Consumer Marketing, Master Course

7.5 credits

Syllabus, Master's level, 2FE815

Education cycle
Second cycle
Main field(s) of study and in-depth level
Business Studies A1N
Grading system
Fail (U), Pass (G), Pass with distinction (VG)
Finalised by
The Department Board, 5 February 2020
Responsible department
Department of Business Studies

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 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.

Learning outcomes

The goal of the course is to facilitate the student's development of a deeper understanding of contemporary consumer marketing terminology especially regarding concepts related to consumer - firm interactions. This understanding should form a resource base from which the student can draw on when coping with strategic or tactical marketing scenarios in a complex environment. After participating in the course, the student will be able to:

  • Comprehend a broad array of contemporary consumer marketing perspectives, theories and concepts.
  • Contrast alternative consumer marketing approaches and their relative strengths and weaknesses.
  • Utilise his/her acquired knowledge and understanding when analysing a firm's practical problem.
  • Present theoretical and empirically sound solutions to actual marketing problems.


Students will in class discuss different contemporary consumer marketing approaches, theories and concepts. Within each literature theme, the students will be required to collect and present their own data which will be submitted in a report.

The class will be divided into groups who will work together throughout the entire course as a marketing team. Each team will work on several consumer marketing related assignments, which they all will present in class. They will also investigate a larger marketing problem with the aim of finding one solution which they will present in front of the class. All presentations will be based on written research reports. All reports will include collecting and analysing qualitative as well as survey data.


The teaching comprises lectures (including guest lectures), seminars (both theoretical and practical) and tutoring. Representatives from commercial firms participate during several course moments. The course is taught in English.


The student will get one single grade, equivalent to 7.5 credits.

Examination includes active participation in class as well as written and oral assignments. All parts are mandatory. 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 Consumer Marketing, Master Course (Contract Education) 8FE815.