Marketing, A, 5p

Syllabus          : Marketing A
Course code       : FEKA79
Responsibility    : The Dept of Business Administration
Subject           : Business Administration
Level             : A (Introductory level)
Course credit     : 7.5 ECTS / 5 points
Field of education: Social Science


This course is at introductory level in a Bsc- or a Msc-degree at the 
University of Umeå. The course is intended for exchange students within 
particular exchange programmes.


1.	Resolution to arrange the course
The course is established by the Faculty of Social Science at Umeå
University and the syllabus is confirmed by the Board of Business
Administration on May 28 2004.

2.	Objective and contents
This sections designed to provide knowledge about the marketing
function in companies, organizations, and institutions that produces
goods or services. This course intends to provide:

     • Knowledge in marketing and related areas.
     • Deeper knowledge in marketing according
       to the marketing-mix approach.
     • Basic knowledge in marketing of services
       and service management.
     • Basic knowledge in legislation that affect
       marketing actions.
     • Training in active management of marke-
       ting problems.

Different strategic, tactical and operative models for operating on a
market are emphasized. This involves a focus on interactions between
the marketing function and customers and competitors.  Furthermore,
within company relations between the marketing function and other
functions and the demands for information handling, planning and
organization that these relations result in are treated. The course is
directed towards two different marketing perspectives; the marketing-mix
perspective and the service marketing/service management perspective.
The marketing-mix perspective contains a traditional view of marketing
where a market is processed by using the four means of competition;
product, price, place and promotion.  Service marketing and service
management consider the differences between goods and services.  

3.	Prerequisites
General qualifications for university studies.

4.	Teaching methods
Instruction sessions consist of lectures and of literature-seminars as
well as case-seminars. The literature-seminars and case-seminars are
both based on student participation.  Guest lectures and student tasks
that relate to present practical and theoretical issues constitute a
complement to the course literature. Guest lectures might be used in
examination. All teaching and examination will be in English.

5.	Examination
The examination consists of written and oral exams and obligatory case-
assignments.  If necessary to supplement previous obligatory assignments
it must be done within two weeks after the course is finished.

The following grading system will be used: Pass with distinction (Väl 
godkänd, VG), Pass (Godkänd, G) and Fail (Underkänd, U). For exchange 
students the ECTS grading scale will be used upon request.

When a student has failed an examination on two occations, he or she has
a right to have another grading teacher. A written request should be handed
to the director of studies no later than two weeks before the next
examination opportunity.


6.	Course literature

Kotler, Philip, Gary Armstrong, John Saunders, and Veronica Wong (2001)., 
Principles of marketing: Third European edition. 
London: Prentice Hall Europe 

Articles: (The students are supposed to find these articles)
 
Carrigan, Marylyn and Ahmad Attalla (2001), 
"The myth of the ethical consumer: do ethics matter in purchase behaviour?", 
Journal of Consumer Marketing, 18 (7), 560-77.

Söderlund, Magnus (2003), 
"The contemporary decorative female model in ads: Does she really make a 
contribution to advertising effectiveness?", 
in Proceedings for the 17th Nordic Conference on Business Studies. 
August 14-16 2003. Reykjavik, Iceland.

Grönroos, Christian (1999), 
"Relationship marketing: Challenges for the organization", 
Journal of Business Research, 46 (3), 327-35.

Grönroos, Christian (1998), 
"Marketing services: The case of a missing product", 
Journal of Business & Industrial Marketing, 13 (4/5), 322-38.

Reference literature is suggested by the lecturer 

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UMEÅ UNIVERSITY, 
Faculty of Social Sciences, 
Department of Business Administration, 
901 87 Umeå
Web: www.fek.umu.se