Business Administration D10 INTERNATIONAL MARKETING II, 10 credits Syllabus, course D10 Business Administration (Advanced level) Course code: FEKD14 Responsible Department: The Department of Business Administration Subject: Business Administration Level: D Field of education: Social Science This course is a course at the D-level in a MSc-degree at the University of Umeå. The course is also included in the study programme in International Business Administration and Economics at 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 was confirmed by the Board of Business Administration on 10th June 1997. Valid from 1 September, 1997 2. Objective and contents The purposes of the first module is to enhance the students' knowledge and understanding of the problems of leadership and organizational change. Human interaction in the organization will be studied both from an individual and a group perspective. Questions motivation and competence development will be analyzed. The purpose of the second module is to gain knowledge in marketing communication. Within this area the course aims to develop communication strategies for both international and domestic markets. Module 1 Leadership and Human Interaction in Organizations (5 credits) The first theme of the course is leadership. The focus is on managerial leadership as opposed to political or social leadership. The course has a dual concern for theory and practice. The nature of leadership is analysed and special focus is put on leadership effectiveness. Managerial work in some kind of managerial position is often the basis for leadership. The course therefore put a special emphasis on the nature of managerial work and how to deal with role conflicts. However, as new forms of organizational structures are developing new types of leader roles beside the classical managerial leader are evolving: project leaders, temporary leaders, team leaders are examples of new leader roles that call for new leader behaviour. Effective and ineffective leader behavior is the core theme. Society of today is heavily institutionalized. In order to develop effective leadership a leader must have a thorough knowledge of the roles and functions of the institutions in the organization and in the environment of the organization. The second theme of the course therefore focus on institutionalia and ways to develop effective leadership in a highly organized society. The third theme of the course concerns the individual in the organization, particularly the foundations of work motivation. Such subjects as how individuals can be motivated in organizational settings or what factors make a job motivating will be covered. Payment as a strategic tool in influencing performance and competence development will be discussed along with other incitements to better performance on the job. The fourth theme of the course concerns groups in the organization. Foundations of group behaviour, communication and decision-making in groups as well as intragroup and intergroup conflict will be studied. How group processes can be analysed and understood will be taught. Aspects of team-building will also be studied. The questions of how organi- zational culture evolves and how it might be changed will also be discussed. Another topic is cultural clashes between organizations in mergers and acquisitions and between organizations in different countries. The final part of the course concerns the integrative aspects. 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 framework of marketing communication the students will be trained in the ability to create communication strategy to meet the firm's marketing 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 as well as 10 credits from the International Marketing course for entry to the course. 4. Teaching methods and examination 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 be asked to make oral and written presentations on several occasions. Students are expected to participate actively in lectures, seminars, case analyses and presentations. Attendance at seminars and case presentations are a minimum requirement for passing the course. The quality of the case-studies and the oral presentations will be a part of the grading in each module. A written term paper (PM) and a written comprehensive examination (tentamen) will also be a part of the examination. The following grading system will be used: Pass with distinction (Väl godkänd,VG), Pass (Godkänd, G) and Fail (Underkänd, U). Swedish-speaking students should for additional information in this and the next section refer to the syllabus "Företagsekonomi C10/D10" confirmed by the Board of Business Administration 1993 or later. Further information can also be obtained from the student counsellor. 5. Course Language 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 Module 1 Leadership and Human Interaction in Organizations (5 credits) Lawler, E. Strategic Pay. San Francisco 1990 (Jossey-Bass) Schein, E H., Organizational Psychology. Englewood Cliffs: Prentice-Hall, 1988. Yukl, Gary., Leadership in Organizations. Englewood Cliffs: Prentice Hall 1994 (3rd edition). Dept of Business Administration, Article Compendium Module 2 Marketing Communication (5 credits) Belch, George AE., Belch Michael, A.., Introduction to Advertising & Promotion - an integrated marketing communications perspective. Chicago. Irwin. Latest edition. Schudson Michael, Advertising, the Uneasy Persuasion - Its dubiuos Impact on American Society. New York 1986. Reference readings: Trout, Jack & Ries, Al., Positioning., The Battle of Your Mind. New York, Warner. .