General provisions

The course is offered within, e.g., the Bachelor's Programme in Business and Economics and as freestanding course, as part of Business Studies C.

"Research Design" (5 credits) is included as a Module in the course.

Entry requirements

Completed 30 credits from basic courses (A-level) in business studies, and attended 30 credits intermediate courses (B-level) in business studies of which at least 15 credits must be completed.

Learning outcomes

The course Marketing Challenges is divided into two parts, one focusing on in-depth subject specific knowledge and one focusing on research design.

In a global context, changes are constantly taking place that affect companies in different ways and that create different types of challenges in marketing. After completing the subject specific part of the course, students should have a theoretical and empirical understanding of the subject of marketing and be able to identify challenges, analyse how these challenges can affect marketing and propose handling of challenges in the work with marketing. Students must be able to critically use relevant and current research to perform analyses. After completing this part of the course, students should be able to independently:

• explain, compare, and discuss concepts and perspectives on marketing presented in the course,
• show ability to search, refer and to a certain extent analyse and evaluate material based on theoretical knowledge to identify a company's marketing challenges,
• demonstrate the ability to, based on relevant material, analyse and propose solutions for how a company based on its capabilities to deal with an identified challenge,
• prepare and deliver oral presentations that engage the audience and have a clear content, as well as adhere to specified time frames,
• in writing, scientifically present, account for, and discuss assumptions, theoretical and methodological approaches, and justify selected research. The criterion includes good language, outline, and citation,
• identify and discuss ethical dilemmas that companies need to deal with in value creation in relation to globalisation, customer integrity, and ethics,
• prepare, carry out, report on, evaluate and justify research in relation to theory.

After completing the part of the course focusing on research design, the student should be able to:

• explain basic qualitative and quantitative research methods in business studies,
• use relevant research methods to analyse, interpret and critically evaluate research in business studies,
• critically examine and evaluate research results based on methodological and theoretical perspectives,
• reflect on ethical aspects in the research process and show awareness of how to conduct empirical investigations responsibly.

Content

The content of the course Marketing Challenges deals with both subject specific knowledge in the field of marketing and knowledge linked to research design.

The focus during the subject specific part of the course is on challenges in marketing. Most companies today face a number of challenges related to operations and development in different types of markets, where operations need to manage interactions with customers, distributors and suppliers. The course provides a deeper understanding of the role of marketing and how various changes in society affect the company's relationships and networks in a global environment.

The course covers how companies through marketing can create, communicate, deliver and exchange value for and with customers, partners and society at large. Furthermore, the role of marketing is discussed and analysed as a central function in business that goes far beyond just sales and advertising. In a modern context, the goal of marketing is to build long-term relationships through value creation. In order to understand value creation, the concept of value will also be handled, which can be expressed through the product or service's functionality, accessibility, experience and not least through the company's brand and reputation. Value is thus something that both affects and is affected by the customer's trust and loyalty, and this forms a basis for understanding the various challenges companies face in their marketing.

Marketing also means that an organisation needs to deal with various challenges that come with changes in society. Examples of such challenges are changing customer expectations, technological development, integrity and transparency, and sustainability. In order to deal with these challenges, it is central that the organisation continuously analyses and adapts its operations to meet these changes, which can be a complex and resource-demanding process. In this process, marketing becomes a central activity for the company to continue to create, communicate, deliver and exchange value for and with customers, partners and society at large.

In terms of research design, the aim is to lay the foundations for the ability to understand, account for, choose and use relevant qualitative and quantitative research methods to solve problems in business studies. The course focuses on the most common qualitative and quantitative research methods that students come into contact with and are expected to use at graduate level.

Instruction

The course has problem-based learning as its starting point and is based on central concepts in the field of marketing. A combination of lectures, seminars with student-based activities, as well as problem-based assignments and written reports will be used to develop students' knowledge and skills. Students will work individually and in groups, where active participation is a requirement. Practical/empirical elements can be found in various course elements such as case descriptions. The course is offered in English.

Assessment

The examination consists of two modules, one for each of the parts of the course, respectively:

1. Individual and Groupwise, Oral and Written Assignments and Individual Written Exam, 10 credits (U, G, VG)
2. Research Design, Written Assignments and Seminars, 5 credits (U, G)

A collective grade is given for the entire course, 15 credits.

The grades used are well passed (VG), passed (G), and failed (U). For a Pass (G) as a collective grade of the entire course, a Pass (G) is required in both modules respectively. For a Pass with distinction (VG) as a collective grade of the entire course, a Pass with distinction (VG) is required on Module 1, as well as a Pass (G) on Module 2.

The grade on Module 1 is set after taking into account the different parts of the examination elements and the requirements for a passing grade also include attendance and active participation in seminars. Examination in Module 2 is carried out in groups. Grading criteria are reported in the study guide that applies to each course session.  Examinations submitted after the appointed time are not graded unless special reasons can be proven. Any additions must be submitted no later than the time specified in the study guide.

For a student who has not attained a passing grade on Module 1 and/or 2, there is the opportunity to be examined via re-registration at a future teaching period.

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 substitutes/overlaps among others Marketing Challenges, and Project Work 2FE438, International Business and Marketing 2FE413, International Business and Marketing from a Swedish Perspective 2FE233.