Business Administration 3 - Marketing Management

Aim

On completion of the course, the student should be able to:

• demonstrate advanced knowledge of business administration models and business administration theories
• apply the acquired knowledge to current problems in marketing management
• critically analyse economic conditions and development tendencies
• independently plan and carry out a scientific work in marketing management
• critically review and discuss a scientific work in marketing management

Content

This course consists of three parts. The first part, Marketing and Consumer Behaviour 7,5 credits, introduces students to marketing and consumer behavior. Central in the course is the process and activities consumers engage in when acting on today´s markets e.g., selecting, purchasing, using, evaluating, and disposing products and services. At the core of consumer behavior is the study of how the world is influenced by the actions of marketers and the understanding of the wider role of consumers, consumption culture and consumerism in today’s world.

The second part, Service Management and Marketing 7,5 credits, introduces students to service management and marketing. The focus of the course concerns how firms can co-create value with their customers to provide unique customer experiences. In addition the course covers topics such as new service development, service quality, service recovery and the use of different market channels. The core of service is the interaction between customers, employees and the service scape and the different roles that both customers and employees can adopt.

The last part of the course consists of the preparation and completion of a bachelor thesis, 15 credits.