Marketing Trends, Bachelor Course

The course is offered as a freestanding course.

The course can be part of the following programmes: 1) Bachelor's Programme in Business and Economics (S1EKA)

Admission to the course requires at least 105 credits, at least 45 of which must be from FEK101 Business Administration, Organization and Leadership, 7.5 credits, FEK102 Business Administration, Marketing, 7.5 credits, FEK103 Business Administration, Financial Accounting, 7.5 credits, FEK104 Business Administration, Management Accounting, 7.5 credits, FEK201 Business Administration, Strategic Marketing Management, 7.5 credits, FEK202 Business Administration, Strategy, 7.5 credits, FEK203 Business Administration, Economic and Financial Management, 7.5 credits, FEK204 Business Administration and Operations Management, 7.5 credits, or from FEG100 Business Administration 1, 30 credits and FEG200 Business Administration 2, 30 credits or equivalent, where at least 7.5 credits in Marketing is included.

Contemporary marketing faces new challenges and opportunities provided by ongoing societal trends. Understanding these trends and how they relate to marketing in a competitive landscape is important for the development of marketing practice and theory. This course deals with four selected major contemporary trends related to marketing from a theoretical, practical, and societal perspective.

On successful completion of the course the student shall be able to:

1. describe and explain contemporary theoretical, practical, and societal trends within marketing,
2. structure and analyze contemporary trends to problematize their marketing implications and opportunities,
3. discuss, evaluate, and reflect on contemporary trends from a marketing perspective.

The teaching is based on: 
lectures, introducing students to a respective trend;
seminars or workshops, in which students engage with an analysis of a trend.

Due to a high level of interactive activities, the course requires a high degree of engagement by the students, that is, active participation by the students is required in lectures, seminars and workshops. The students are also expected to read ahead and be prepared to discuss, and defend, own opinions.

Language of instruction: English

Learning outcomes are assessed as follows:

All learning outcomes (1-3) are assessed through an individually written exam. The exam accounts for 80% of the final grade.

Learning outcome 1 and 2 are assessed through four group assignments. The group assignments account for 20% of the final grade (4x5%).

Due to resource constraints, the group assignments can only be performed and assessed within the course.

• If a student who has been failed twice for the same examination element wishes to change examiner before the next examination session, such a request is to be granted unless there are specific reasons to the contrary (Chapter 6 Section 22 HF).
• If a student has received a certificate of disability study support from the University of Gothenburg with a recommendation of adapted examination and/or adapted forms of assessment, an examiner may decide, if this is consistent with the course’s intended learning outcomes and provided that no unreasonable resources would be needed, to grant the student adapted examination and/or adapted forms of assessment.
• If a course has been discontinued or undergone major changes, the student must be offered at least two examination sessions in addition to ordinary examination sessions. These sessions are to be spread over a period of at least one year but no more than two years after the course has been discontinued/changed. The same applies to placement and internship (VFU) except that this is restricted to only one further examination session.
• If a student has been notified that they fulfil the requirements for being a student at Riksidrottsuniversitetet (RIU student), to combine elite sports activities with studies, the examiner is entitled to decide on adaptation of examinations if this is done in accordance with the Local Rules Regarding RIU Students at the University of Gothenburg.

The grading scale comprises: Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E) and Fail (F).

To pass the course, a student must receive a passing grade on all intended learning outcomes. This means a passing grade on the group assignments (G) and a passing grade on the individually written exam (A-E). To determine the final grade for the course (A- F), points from the group assignments are combined with the points received from the individually written exam.

Grade (Definition) Characteristic:
A (Excellent) A distinguished result that is excellent with regard to theoretical depth, practical relevance, analytical ability and independent thought. 

B (Very good) A very good result with regard to theoretical depth, practical relevance, analytical ability and independent thought. 

C (Good) The result is of a good standard with regard to theoretical depth, practical relevance, analytical ability and independent thought and lives up to expectations. 

D (Satisfactory) The result is of a satisfactory standard with regard to theoretical depth, practical relevance, analytical ability and independent thought. 

E (Sufficient) The result satisfies the minimum requirements with regard to theoretical depth, practical relevance, analytical ability and independent thought, but not more. 

F (Fail) The result does not meet the minimum requirements with regard to theoretical depth, practical relevance, analytical ability and independent thought. 

Some occasional examination elements of the course may have the grading scale UG (Fail/Pass).

A course evaluation is conducted anonymously either digitally via the course website or via a written questionnaire handed out at the last scheduled meeting of the course or in connection with the exam. The results of the evaluation are to be communicated to students via the course committee and course website.

The results of and possible changes to the course will be shared with students who participated in the evaluation and students who are starting the course.

The School of Business, Economics and Law has an AI policy regarding the use of generative AI or similar tools. General rules and guidelines for the use of such tools are published and updated on the course's learning platform together with specific provisions applicable to this course.