Marketing Strategies and Customer Behavior

Course Director: Magnus Söderlund

NOTE: To complete the marketing specialization, make sure that you finalize both BE0252 and BE0253. Any completed course from a discontinued specialization will be counted as a course in addition to the degree and can never be counted as an elective course within the degree. This does not apply to exchange students.

For questions email: academic.advisor@hhs.se

Marketing Strategies and Customer Behavior BE0253 is the second part of SSE’s marketing specialization at the bachelor level (the first part is BE0252. The BE0253 course is designed to provide students with an understanding of marketing theory and how it can be applied, as well as an understanding of key marketing concepts, processes, and techniques. By participating actively in this course, students will improve their abilities to understand and carry out marketing-related activities. BE0253 comprises a set of modules related to specific marketing activities that every contemporary marketer needs to be familiar with. Two main areas are covered, the satisfaction-profit chain (three weeks) and marketing communications (three weeks):

First, we will look at the satisfaction-profit chain. In any business, regardless of its type, keeping customers and business partners satisfied is crucial for profitability. Understanding customer satisfaction is indeed vital for success, whether you work in a global B2C company, a regional B2B, a small startup, or as a consultant or agency. Magnus Söderlund is the teacher in this part.

The second area of focus is marketing communications. You will learn about performance marketing and being data-driven in modern communication landscapes. We will explore the success factors for social media, influencer marketing, as well as paid advertising for both large and small companies. You will also learn how to differentiate between good and great communication. Additionally, we will delve deeper into the topic of AI and how marketers utilize it to brainstorm ideas and construct campaigns in an effective manner. In this part, your teacher is Erik Modig.

Course Administrator: Rebecca.Gruvhammar@hhs.se

The general learning outcome of BE0253 Marketing Strategies and Customer Behavior is that you should be able to analyze and understand customers and to be able to practice marketing management based on theory and data about customers. Check out this video!

After the marketing specialization…

Both BE0252 and BE0253 have an additional purpose, namely to provide you with intitial knowledge and skills for writing a bachelor thesis in marketing. More specific support for this activity is offered later in the subsequent course TBE251 Degree Project in Marketing.

SSE students: This course can only be taken by students admitted to the specialization in Strategic Marketing. To be admitted to the specialization, the student must fulfill the following criteria no later than after the examination period in December/January before the specialization starts.

• Have passed at least 45 ECTS credits out of the mandatory course requirements.
• Have passed the mandatory courses required for the specialization: BE0201 Marketing and BE0501 Economics I

Exchange students should have knowledge equivalent to the SSE courses listed above.

Each week you have 3-5 articles, or book chapters assigned as mandatory reading. These articles AND the lecture content will be the literature that will be examined in the written exam. Before the course starts, and on the course's Canvas site, we will list the articles you need each week.

An individual written exam constitutes 75% of the total points; the remaining 30% can be collected from five group assignments (each of them can generate maximum 5 points).

This exam is a supervised exam given at at SSE for which you use your computer to write your answers. The exam requires your physical presence at SSE (and it is the same for the re-exam).

Find the course schedule in TimeEdit

Have you been granted educational support because of a documented disability? If so, please contact the course director as soon as possible so that adequate accommodations can be made.

Contact specialneeds@hhs.se if you have questions about being granted educational support or need a copy of your educational support certificate.

For more information, visit the Specific Educational Needs page on the Student Hub (login required).