AB-2-012

• Business administration 2013 (marketing) - Marketing
• Business administration 2014 (marketing) - Marketing
• Business administration 2015 (marketing) - Marketing
• Business administration 2016 (marketing) - Marketing
• Business administration 2017 (marketing) - Marketing

1 (2017-08-01 to 2017-10-22)

English

Compulsory

First

2

5 cr

The aim of the course is to give the participants
a solid understanding of the customer as an
individual customer and as a member of a group of
customers. How do customers select, purchase and
use goods and services, what processes are
involved?

Current approaches to business emphasize the
importance of adopting a consumer focus.
Marketing, in particular, is a customer-driven
function that begins and ends with the consumer,
from identifying customer needs to trying to meet
those needs and ensuring post-purchase
satisfaction. While all of us are consumers, our
intuitions about our own behavior as well as that
of others are often inaccurate. In this course
you will learn about fundamental theories and
concepts in consumer psychology and about
exciting new findings to enhance your
understanding of how and why people choose,
use and evaluate goods and services the way they
do.
Different research methods will also be presented
during the course.

Specific topic coverage includes:
1. Consumers in the Marketplace
2. Consumers as Individuals
3. Consumers as Decision Makers
4. Consumers and Subcultures
5. Consumers and Cultures

Introduction to Marketing
Marknadsföringens grunder

There are 2 alternative ways of participating in
this course:
1. Self-study, you study alone and
independently the course book and in the end of
the course you will participate in an exam. Date
for exam 17th of October at 10.00.
2. Project with Fazer Bakery - includes in
the beginning of the course an exam according to
certain material that is needed in order to
manage the research and product development
project you are working on in teams. No lectures,
but coaching sessions for teams every week. Brief
from Fazer 5th of September at 10.00 at Arcada–
be there.
There will be a participation list in Itslearning
for both alternatives - self-study and Fazer
project - and you will write your name on the
alternative you choose and stick to during the
whole course period.

• Individual- and group instruction - 20 hours
• Practical exercises - 40 hours
• Small-group work - 30 hours
• Project- and production work/artistic activities - 20 hours
• Individual studies - 25 hours

• Total workload of the course: 135 hours
• Of which autonomous studies: 135 hours
• Of which scheduled studies: 0 hours

Multiform education

• Exams (written-, oral-, home-)
• Essays, reports, productions and portfolio

See Course Description on itsLearning

• Hernberg Mervi
• Willför Christel

Willför Christel

https://arcada.itslearning.com/ External link

No limit (100 students enrolled)

12 months after course has ended

Re exam for self-study-students is 21st of November at 10 in F249.

2017-08-14 to 2017-09-10

• 2017-10-17 - Exams
• Date will be announced later - Reports and productions
• Date will be announced later - Other assignments