Business Administration C10/D10, MARKETING II, 10 credits Syllabus, course C10/D10 Business Administration (Advanced level) Course code: FEKC07 Responsibility: The Department of Business Administration Subject: Business Administration Level: C/D Field of education: Social Science The course may be a course at the C/D-level in a BSc- or a MSc-degree at the University of Umeå. The course can also be included in the study programme in Business Administration and Economics at the Umeå Business School. 1. Resolution to arrange the course The course is established by the Faculty of Social Science at the University of Umeå and the syllabus is confirmed by the Board of Business Administration on June 11, 1998. Valid from August 31, 1998. 2. Objective and contents The purpose of the course is to gain knowledge in two important areas, the internationalization of global business and marketing communication. Within these two areas the course aims to give knowledge in analysing international markets, developing international marketing strategies and developing communication strategies for both international and domestic markets. Module 1 International Marketing (5 credits) Objectives: To develop an understanding of economic, political, social and cultural differences among nations and how these differences affect the international business environment To gain knowledge about the process of internationalisation To gain skills in developing international marketing strategies To gain understanding about international laws, regulations and agreements The course deals with problems and opportunities that arise when marketing products across national and cultural boundaries. The international or global business environment is a meeting place for a mix of people and companies with different national and cultural backgrounds. To understand the process of internationalisation it is important to understand these differences and how they affect business and marketing. Since internationalization is also an internal company process, emphasis is given to different international marketing strategies such as market entry, distribution channels, promotion, exchange rates and pricing. The international business environment is regulated by international laws, regulations and agreements. Special interest is therefore directed towards business laws and regulations in the EC. Module 2 Marketing Communication (5 credits) Objectives: To create an understanding of the role that the marketing communication process plays for the firm, in the relationship between the producer and the consumer To create an understanding in how modern consumer behaviour theories influence a firm's overall marketing communication To create a knowledge of the integrating parts in the communication strategy and how it relates to the overall marketing strategy for the firm To gain understanding about the Swedish and international laws regulating a firm's mass communication To gain skills in analysing and give examples of solutions to a firm's need of marketing communication The goal of the course is to give the students knowledge so they can evaluate various forms of marketing communication activities. Since marketing must be viewed as an investment, and not a cost, it is of greatest importance that the students are able to judge the benefit from different kinds of marketing investments. From the theoretical framwork of marketing communication the students will be trained in the ability to create communication strategy to meet the firm's markteing objectives. The strategies from the promotion mix involves advertising, personal selling, public relations, brand naming and packaging, budget considerations and implementation. During the course the students will be presented cases which require them to solve parts of a firms marketing communication problems in the most efficient way. 3. Prerequisites Students require a minimum of 30 credits from the A- and B-level courses in Business Administration for entry to the course. 4. Teaching disposition The core topics of the course will be covered by lectures and seminars. The students will also meet guestlecturers and case studies. The students will on several occations be asked to make oral and written presentations. The students will be expected to take an active part in lectures, seminars and in the cases presented. 5. Examination Attendence in seminars and case presentations are required to pass the course. A written term paper (PM) and a written comprehensive examination (tentamen) is also required on each module. The following grading system is used, Pass with distinction (Väl godkänd) Pass (Godkänd) and Fail (Underkänd). Swedish-speaking students should for additional information in this and the next section refer to syllabus "Företagsekonomi C10/D10" confirmed by the Board of Business Administration 1993 or later. Further information can also be obtained from the student counsellor. 6. Utilization et cetera In cases where there are applicants from abroad the course language will be English. Otherwise, parts of the course may be taught in English. Information on language aspects can be obtained from the student counsellor. 7. Readings and other material Business Administration C10/D10, Marketing II, 10 credits Module 1 International Marketing (5 credits) Buckley, P.J., Ghauri, P., The Internationalization Of The Firm. A Reader. Academic Press 1993. Cateora, P.R., International Marketing. 8th edition. Irwin 1993. Department of Articles and cases. Business Administration, Studentexpeditionen Sölvell Ö, Zander J, Advantage Sweden Porter M E, . Norstedts 1991. Module 2 Marketing Communication (5 credits) Buckley,George AE., Introduction to Advertising & Promotion Ghauri, P., - an integrated marketing communications perspective. Chicago. Irwin. Latest edition Schudson Michael, Advertising, the Uneasy Persuasion - Its dubiuos Impact on American Society. New York 1986. Articles may be included. Reference readings : Trout, Jack & Ries, Al., Positioning., The Battle of Your Mind. New York, Warner.