Course plan

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Syllabus:

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


General data

Code: FÖ121G
Subject/Main field: Företagsekonomi
Cycle: First cycle
Progression: (C)
Credits: 15
Progressive specialization: G2F - First cycle, has at least 60 credits in first-cycle course/s as entry requirements
Answerable department: Department of Business, Economics and Law
Answerable faculty: Faculty of Human Sciences
Established: 3/4/2016
Date of change: 3/21/2016
Version valid from: 9/2/2016

Aim

The purpose of the course is to get a deeper understanding of different markets, but also to improve the ability to analyse these markets, from a practical and an academic point of view. Furthermore the purpose of the course is to develop the students’ skill to write and present reports and analysis about different markets and marketing.

Course objectives

After participating in the course the student will be able to:
• Analyze and understand the main logic of different markets
• Reach a good knowledge about the theoretical foundation in the field of relationship marketing paradigm, and an ability to analyse the presumptions to build long terms business relations.
• Analyse and discuss how different concepts related to customer relationship are related to each other.
• Analyze the marketing strategies and strategic problems related to different markets
• Use different theories and models to critically analyze firm specific issues.
• Use the skills 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
• Oral and written presentations.

Content

The course consists of four theoretical components:
1. Classic marketing theory
2. B2B-marketing
3. Service marketing
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.

The differences between B2B markets and B2C markets will be discussed during the course, and suitable marketing tools analysed. Focused is on B2B markets and what characterised industrial markets and the interaction and relationship development between customers and suppliers and how the relationships are connected to each other in terms of networks.

In the field of service marketing the course describe the various types of services and we discuss the nature of service, before we put the focus on how firms produce and deliver services. A specific part of this component is about the value concept and how relationships are developed and maintained in service markets.

This fourth component looks into foreign market entry. Here we discuss different entry modes and we analyze the foreign market entry process stressing different perspectives to understand the process. Furthermore we focus on whether a company is maturely to internationalise, and motives and barriers that have an impact on the process. Thereafter we highlight the decisions about localisation, where differences between countries are in focus.

During the course we touch upon various marketing aspects relevant for B2B, service and international markets, including for example relationships, business networks, foreign market entry, market selection, distribution and technological development. In all components in the course there is important to develop and maintain the business relationships and business networks.

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.

The language of instruction is English.

Examination form

Examination includes:
A written examination
A written case report
Seminars
Oral presentation

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 finish of the course. 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.


Seminars and guest lectures are compulsory.

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

Title: Vetenskapliga artiklar