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Business Administration BA (C), Business Marketing, 15 credits

General data

Code: FÖ126G
Subject/Main field: Företagsekonomi
Cycle: First cycle
Progression: (C)
Credits: 15
Progressive specialization: G1F - First cycle, has less than 60 credits in first-cycle course/s as entry requirements
Answerable department: Economics, Geography, Law and Tourism
Answerable faculty: Faculty of Human Sciences
Established: 10/1/2013
Date of change: 12/22/2015
Version valid from: 1/1/2015


The purpose of the course is to give a deeper understanding of different types of markets, but also to improve the ability to analyse these markets from both a practical and academic point of views. Moreover, the course aims to increase the students’ skills in writing and presenting reports and analysis on markets and marketing.

Course objectives

After participating in the course the student will be able to:
• Analyse and understand the main logic of different markets
• Discuss strategic problems related to different markets
• Analyze the marketing strategy from the viewpoint of the individual firm
• Handle practical problems of establishing business operations in other countries and different markets
• Use different theories and models to critically analyse firm specific issues such as logistical problems, problems related to sales and purchasing and / or international marketing issues
• Use the skills they have developed during the course to independently reach a more deeper understanding of the marketing concepts in order to make an analysis of a given marketing situation from the viewpoint of a certain firm

The goal is accomplished through active participation in seminars of both theoretical and practical nature, as well as through contacts with different firms. After participating in the course the student will be able to:
• Develop skills in finding an interesting analytical problem to study, as well as finding relevant facts through interviews with company representatives and summing these up. In collecting company facts, attention will also be directed towards the tools used by companies in their marketing efforts, thereby deepening the students understanding in these areas.
• Make good presentations in front of an audience of fellow students as well as practitioners (including both verbal and none-verbal skills of presenting).
• Present their most important conclusions/findings in a professional way using posters.


The course consists of four theoretical components:
1. Classic marketing theory
2. B2B-marketing
3. Product development and innovation management
4. International marketing

The course starts with a discussion and analysis of the main assumptions of the received marketing theory, like the role of time, knowledge, competition, communication etc. Moreover, we give a historical background to the emergence of the marketing field.

B2B markets tend to differ from consumer markets in aspects such as number and size of buyers, demand and buying patterns. The impact of these differences from consumer markets will be discussed during the course, and suitable marketing tools analysed. Business companies are, for example, often dependent on a limited number of counterparts for a large portion of their purchases and sales, which makes interaction with customers and supplier an often appropriate strategy.

Innovation has over the last decade been identified as being of critical importance for the firm’s success. The course analyses the various types of innovation before we put the focus on how firms innovate and with the help of existing theory we identify the driving forces. We do especially discuss the process of product development in a B2B and international contexts.

This course looks into how widespread the phenomenon of internationalisation is, and it discusses whether a firm is mature for internationalization and the motives and barriers affecting the process. We then go on to the decision relating to location where country differences and experiences will be addressed. The third question is how to enter a market where we will deal with entry modes and analyse the foreign market entry process stressing different perspectives to understand the process. International marketing builds on the idea that various country markets differ in terms of culture and institutions, which increases the perceived risk. This means that activities that decrease the risk is of high importance.

During the course we touch upon various marketing aspects relevant for B2B, innovation and international markets, including for example relationships, business networks, foreign market entry, market selection, distribution and technological development.

Selection rules and procedures

The selectionprocess is in accordance with the Higher Education Ordinance and the local order of admission.

Teaching form

The in-class teaching consists of lectures, seminars and case analyses. Representatives from commercial firms participate during several course moments. Seminars and case analyses require teamwork and attendance is compulsory. The language of instruction is English.

Examination form

Examination includes:
Performance during theoretical seminars where the students will take turns chairing the sessions, including a thorough presentation of the subject at hand and preparation of questions for discussion.
• A written exam at the end of the course
• Active participation in discussions
• Oral presentation
• Poster presentation
• A written case report based on empirical data

The final grade of the course is determined after taking into consideration the different parts of the examination. Assignments and exams handed in late will not be graded except in special circumstances. In addition, any remaining assignments and supplements must be completed and handed in before the course is completed. Participation in all the examining activities is mandatory. The grades A, B, C, D, E, Fx and F are given on the course. On this scale the grades A through E represent pass levels, whereas Fx and F represent fail levels.

Link to subject-specific criteria for marks

Grading system

The grades A, B, C, D, E, Fx and F are given on the course. On this scale the grades A through E represent pass levels, whereas Fx and F represent fail levels.

Course reading

Required literature

Edition: Senaste upplagan

The course literature consists of only articles that can be downloaded from Mid Sweden University’s databases.