MARKETING; Consumer and International Marketing D,10p Syllabus : MARKETING; Consumer and International Marketing D Course code : FEKD23 Responsibility : The Dept of Business Administration Subject : Business Administration Level : D (Specialized) Course credit : 15 ECTS / 10 points 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 can also be included in the study programme in Business Administration and Economics at the Umeå School of Business and Economics. 1. Resolution to arrange the course The course is established by the Faculty of Social Science at Umeå University and the syllabus was confirmed by the Board of Business Administration on November 12 2002. 2. Objective and contents The purpose of the course is to gain knowledge in two main market cate- gories, the consumer market and the international market. Within these market categories the course aims to give knowledge and training in analysing different marketing situations and in developing marketing strategies. Module 1 Consumer Marketing (5 credits) Objectives: * To gain knowledge in theoretical frameworks for consumer behaviour * To gain skills in analysing consumers behaviour * To gain skills in analysing and implementing different marketing strategies such as pricing, product, distribution and promotion to reach marketing objectives * To develop an understanding of the role of consumption in society Marketing begins and ends with the consumer. The consumer's needs and wants indicate to companies what products should be produced and marketed. The consumer's buying decisions also indicate how well products fulfil their needs and wants. Knowledge about how the consumer, or segments of consumers, buys is essential for the marketing function in a company. This module therefore emphasises knowledge about theoretical models for analysing consumer behaviour. Especially important is the relation between consumer behaviour and marketing strategies. The marketing-mix decisions in a company have to be adapted to consumer behaviour to be effective. Therefore, this module also emphasises strategies for pricing, products, promotion and distri- bution and the how these strategies relate to different consumer behaviour and market segments. Module 2 International Marketing, (5 points) Objectives: * to present an historical review of companies possibilities of acting in different markets * to gain an understand of the theoretical framework of the inter- nationalization process * To learn and acquire skills in strategic, tactical and operational decision making about expansion into foreign markets. One purpose of this course is to give students knowledge about the environment in which international companies work. Examples will be given to make students realise that the different conditions existing at the macro level will affect the conditions at the micro level. Different modes to operate in international markets will be discussed. Another purpose is to discuss problems, decisions and steps made in connection with the internationalisation of companies. Another purpose of this course is to give the students an understanding of the multinational company and its marketing activities. All parts of the course will start with general strategic discussions related to specific problems, which later will be discussed on tactical as well as operational levels. This will give students knowledge about practical international marketing as well as an understanding of the general context. This will stimulate the student’s analytical ability and critical thinking about international marketing and global companies. The arrangement of the course The process of learning is based on lectures, assignments and discussions. The major part of the learning process is done by the student's own en- gagement in his/her own assignments, individual or in groups. Examination Attendance at presentations and seminars are required to pass the course. The course is examined through assignments and a literature check. For the grading the students' * ability to understand the theories from the literature * problem presentation, and the structure and arguments used in discussions * ability to include marketing applications in the discussions will be in focus. The completion of the course shall be done at latest two weeks after the ending date of the course. Grading system see below. 3. Prerequisites To get access to the course the student has to have at least 30 credits out of the A- and B-level in Business Administration, A 20 credits and B 20 credits and C-level courses 20 credits including C-Thesis in Business Administration 10 credits. 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. Guest lectures might be used in examination. The students will on several occasions 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 Attendance at seminars and case presentations are required to pass the course. A written examination (tentamen) is required to be taken on each module. The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). To receive the grade Pass with distinction on the course, the student must have achieved at least 75% of the total of points on the separate modules or the equivalent. Further information can also be obtained from the student counsellor. Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within two to three weeks on courses having the normal pace of study. After this, the subsequent opportunity for taking the examination arises, as a rule, in connection with the module offered during the subsequent term. Beyond that, additional examination opportunities normally arise every academic year one week prior to the start of the autumn term. Information on this can be obtained from the Student Counsellor. Resit opportunities are given each August on modules for which there are written examinations held at the end of the spring term. 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. Grades on the course are awarded when students have passed all examinations and compulsory course elements. 6. Utilisation et cetera In cases where there are applicants from the ERASMUS exchange programme, 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 D, MARKETING ; Consumer and International Marketing,10 credits Module 1 Consumer Marketing (5 credits) Department of Business Administration, Articles. Studentexpeditionen. Solomon Michael., Consumer Behaviour : buying, having and being. 4.ed. Upper Saddle River, N.J. : Prentice Hall 1999 ISBN 0-13-081255-2 (hft.) Reference readings Kotler, P., Marketing Management : analysis, planning implementation and control. Upper Saddle River, NJ : Prentice Hall 1999 ISBN 0-13-012217-3 Feurst, Ola., Flodhammar, Åke., Engelsk-Svensk Ordlista I Marknadsföring. Liber-Hermods ISBN 91-23-01378-8 Module 2 International Marketing (5 credits) Michael R. Czinkota., Ilkka A. Ronkainen's., International Marketing, 6th Edition, South-Western College Publishing 2000. (ISBN 0030313783) Meloan, Taylor W., Graham, John L. International & Global Marketing: Concepts & Cases. McGraw-Hill Professional Book Group 1997 (ISBN: 0256218943) Department of Business Administration, Articles Reference literature: Bartlett, C.A. & Ghoeshal, S. Managing Across Borders. 2nd Edition, Harvard Business School Press, 1998 (ISBN 0875848494) Sölvell, Ö., Zander, J., Porter, M.E., Advantage, Sweden. Norstedts 1991. (ISBN 91-38-50193-7) ------------ Umeå University, Department of Business Administration, 901 87 Umeå Sweden Phone: 090-786 50 00 vx. Fax: 090-786 66 74. Website: www.fek.umu.se