Kurser och studieplaner / Marknadsföring
23040 Small Business Marketing
|Period: 2||28.10.2013 - 13.12.2013|
The purpose of the course is to enhance the students' understanding of marketing practices and contexts of small businesses. The distinctive features of the small business marketing practice are explored. The course design follows an inductive approach where learning takes place in the analysis and discussion of the student’s own empirical research projects. The students are guided through a process of learning where practice builds a basis for theoretical reflection. The teaching methods include seminars, presentations and discussions in class and concluding lectures.
After the course the student can:
• Describe the distinctive features of the marketing context of small firms
• Analyze small business marketing practice and relate it to marketing theory
• Develop an empirically grounded framework of marketing practice in small businesses
• Design, execute and present an inductive research project
• Show communication skills in various formats (e.g. written and oral) and for various purposes (e.g. informing, persuading, justifying)
The course is intended for master students. Students that do not have marketing as their major are expected to have knowledge of marketing corresponding to 24 ects.
Lectures, classroom discussions, and research project
Bjerke, B. & Hultman, C. M. (2004). Entrepreneurial Marketing – The Growth of Small Firms in the New Economic Era. Cheltenham, Edward Elgar Publishing Ltd. 288 s.
Readings consisting of articles maximum 300 p.
Bedömning och examination
Individual examination 55 % (learning diary and activity in class) and group-based examination 45 % (research project and term paper)
All assignments are valid for one academic year, thereafter if the course is not completed it has to be retaken.