Marketing case analysis

The course Marketing case analysis is a course within the Master of Science programmes at the Graduate School, School of Business, Economics and Law, University of Gothenburg.

To be eligible for the course Marketing case analysis, the participant must fulfil the entrance qualifications for one of the Master of Science programmes at the Graduate School.

Contemporary marketing faces new challenges and opportunities provided by ongoing societal trends. These trends are to a large extent reflected in new business models and in the way we as consumers interact with society around us. Understanding these more practically oriented trends and being able to trace them back to marketing theories is important for the development of marketing practice and theory.

In this advanced course in Marketing case analysis, students will be exposed to a few real world marketing phenomena, represented by organizations, companies or projects. The focus of the course will hence lie outside of academia, challenging students to reflect upon the reality around us, and eventually to take this reflection as a starting point for an academic discussion.

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

1. in an in-depth way account for contemporary practical and societal trends within marketing
2. structure and analyze contemporary practical trends to problematize their marketing implications and opportunities 
3. discuss, evaluate and critically reflect upon contemporary practical trends from a marketing perspective.

The teaching is based on lectures, seminars and tutoring.

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. This is especially important since the course draws on a high level of collaboration with outside partners, where this is expected. The students are also expected to read ahead and be prepared to discuss, and defend, own opinions.

Language of instruction: English

All learning objectives are assessed through group assignments, presentations and oral and written individual assignments.

Individual assignments shall be written individually, cooperation in formulating text, tables, figures etc. is not allowed. A failed assignment can be supplemented to a Pass grade.

If the course coordinator agrees that the reason for absence or non-submission of compulsory elements is valid, then the missing elements can be replaced with alternative assignments.

Due to limited resources, mandatory course elements are only offered and assessed within the course dates.

In connection with written assignments, the course coordinator or teacher may conduct a follow-up oral conversation with the student. The conversation serves as an assessment support for the written assignment. The purpose of the conversation is to ensure that the learning objectives of the assignment are met and that the text, ideas, and/or analysis are the student´s own work.

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 number of examinations is limited to five.

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).

Pass is required on all examination forms. The grade (A-E) corresponds to the total score a student obtains on the group assignments, presentations and the individual assignments. To receive a pass grade (A-E) >= 50% points is required. The scale is tied to fixed score intervals:
A: 85-100%
B: 75-84%
C: 68-74%
D: 60-67%
E: 50-59%
F: <50%

The course will be evaluated upon completion. 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.