Business Administration BA (C), Marketing Research and Consumer Behavior, 7.5 credits

Aim

The aim of the course is for students to acquire advanced knowledge and skills in the design and execution of qualified market research. The course further aims to develop students’ understanding of consumer behavior in various contexts and its implications for organizations’ marketing activities at both strategic and tactical levels.

Course objectives

Upon successful completion of the course, students will be able to:

• demonstrate knowledge and understanding of key concepts, theories, and models in marketing research and consumer behavior.
• apply relevant concepts, theories, and models within the field of consumer studies to analyse different consumer segments, as well as purchasing and consumption patterns.
• collect, organize, and synthesize qualitative and quantitative market data.
• critically analyse the relationship between consumer behavior and organizational marketing practices.
• demonstrate an understanding of how scientific knowledge is developed by designing and conducting an academic study within the field of marketing research and consumer behavior.

Content

The course provides in-depth knowledge of market research practices aimed at enhancing understanding of consumer attitudes and purchasing behavior. Students will develop the ability to plan, conduct, and present market research based on scientifically grounded qualitative and quantitative methodologies, with the objective of producing informed strategic decision-making support.

The course addresses central theories, concepts, and models within the domains of marketing research and consumer behavior. A key premise of the course is that consumer behavior informs both the theoretical foundations of marketing and its practical applications.

Topics covered include, but are not limited to: drivers of consumer purchasing behavior; information search and decision-making processes; the influence of cultural and social factors on consumer behavior; and ethical considerations in contemporary consumer society. The course also examines how different dimensions of consumer behavior impact organizational marketing strategies. Elements of industry relevance are integrated into the course.

Entry requirements

At least 60 ECTS credits in Business Administration at the undergraduate level (A/B), including a minimum of 30 ECTS credits at level A and 30 ECTS credits at level B. This must include the course Business Administration GR (A) Marketing, 7.5 ECTS credits, or an equivalent qualification.

Selection rules and procedures

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

Teaching form

Campus-based Course:
Instruction consists of lectures, seminars, assigned course materials, various forms of exercises, and elements linked to industry practice. Attendance at seminars and industry-related activities is compulsory; in cases of absence, supplementary assignments will be required. Access to a computer with an internet connection is necessary for the completion of course assignments. The language of instruction is Swedish or English.

Distance Learning Course:
Instruction consists of online lectures, seminars, assigned course materials, industry-related components, and communication via a web-based learning platform. Attendance at seminars and industry-related activities is compulsory; in cases of absence, supplementary assignments will be required. Any on-campus meetings are not mandatory, except in cases where a written, individual, on-site examination is scheduled. Access to a computer with an internet connection is required for the completion of course assignments. The language of instruction is Swedish or English.

Student Responsibility: Students are responsible for their own learning and are expected to independently seek relevant information and take responsibility for both individual and group work.

Limitations of teaching: Teacher-led instruction and support from the course coordinator are provided only during the specific course instance in which the student is enrolled.

Examination form

1003: Business element
Grade scale: Two-grade scale

1011: Written Exam, 4.5 Credits
Grade scale: Seven-grade scale, A-F o Fx

1012: Group assignment including seminar, 3 Credits
Grade scale: Two-grade scale

Campus and Distance Learning Courses:

During assessment and examination, the examiner may require a supplementary oral presentation in order for the student to demonstrate the required level of knowledge. This is to ensure that the student is the original author and presenter of the submitted written work.

Students who have received a formal decision from the coordinator at Mid Sweden University regarding pedagogical support due to a disability may be granted adapted forms of assessment at the discretion of the examiner.

Subject-specific grading criteria are available at: https://www.miun.se/en/staff/steering-documents/education/grading-criteria/.

Grading system

Seven-grade scale, A-F o Fx