Welcome to the course Marketing Theories 7,5cr

On this page you will find information about your course, course registration and more. Here you will also find your course syllabus and the course timetable.

Course information

This course is a half-time course given between weeks 46-03.
Name of course

Marketing Theories

Course code


Application code



Department of Business and Economic Studies

Course co-ordinator

Name: Akmal Hyder

E-mail: akmal.hyder@hig.se

Phone: +4626 648631

Course administration

Angelica Selin

E-mail: studentsupport@hig.se

Register on your course!

In order to register on your course, you first need to create a user account. Read more about how to activate your user account in our guide, "Five steps to get started".

If you do not register on time, you will lose your place on the course. Please contact your course administrator before the end of the registration period if you are experiencing problems with course registration.

If you are conditionally admitted you are not able to register on the course yourself.

Period for course registration: 4 November - 10 November 2019

About the course

Course syllabus, reading list and timetable

Course syllabus, reading list and timetable

Course organisation and communication

Course organisation

There is an introductory lecture, 4 two hours lectures and a final seminar.

The learning experience will be based on 4 group papers and 1 individual paper, on which students will get detailed feedback.



Course document and guidelines for assignments

Teaching and research in Marketing has been of interest for many business students and managers over the years and therefore many theories have been developed to address and cover different marketing issues and concepts. This course has been designed to give a good understanding of marketing and is grouped into four different sections. The first deals with industrial marketing, both of products and services. The following three parts are all about consumer marketing: the second focusing the marketing of products, the third services, and the fourth experiences. The course is based on scientific articles, selected from the refereed journals. The articles concern important marketing issues. Each section starts with a lecture, followed by seminars, in which students and teacher dialogue around the papers written by students. Class participation and taking part in discussion are important requirements of this course. Attending lectures and seminars is extremely important and shows your seriousness in taking the course. Participation in all seminar sessions in which you present your papers is mandatory.

You will work in teams of four students for the preparation of one report for each of the four sections. You are responsible to build your own teams, which need to be ready and sent to the instructors through their E-mails no later than on the deadlines announced during the course. It is recommended that teams with the same participants work in all assignments except the final report, which is to be carried out individually.

Course literature

The literature consists of scientific articles. You will find the articles after logging in to the university library website.

Teaching staff

Two faculty members are involved in the course. Professor Akmal Hyder, ahr@hig.se, is responsible for the industrial marketing section and Associate Professor Sarah Philipson, sarah.philipson@hig.se, for the rest.

Examination and Grading

This course does not contain any written exam, as the purpose is not to address specific issues, but has a broader perspective. The emphasis is in taking part in class discussion and developing ability to critically analyze marketing theories. The major elements of this course are divided into article discussions in the classrooms, seminars, and report writing. Distribution of marks for different exam moments is as follows:

EXAMS Marks, Ects credits:

Industrial Marketing 1

Product Marketing to Consumers 0,5

Services Marketing to Consumers 1

Experience Marketing to Consumers 1,5

Final Report (individual) 3,5


For passing the course a student is required to get 50% marks in all the assignments separately, and a total average of at least 60%. All the scores from the exams will be added together for final grading. The following grades are offered in this course:

Marks and Grading

90% marks = A

80% marks = B

70% marks = C

65% marks = D

60% marks = E

50 - 60% = Fx

Below 50% = F

Final report seminar

Each student will choose one of the major themes from the course design and prepare a report on it. The report should be not more than 10 pages, excluding front page and references. To develop the report, it is required to search other literature and make use of the course literature, when applicable. While preparing the report, one should motivate how the selected topic is related to the course, what different authors say about it and what benefit it can bring to a marketer or the marketing process. The report will include an elaborate theoretical discussion around the theme and will end with a conclusion and the application to a chosen industry.

Each individual report will be evaluated to ensure that it is free from plagiarism or other unethical behavior. When found, such behavior will be reported to the disciplinary board for action against the student.

Opponents will be assigned to critically go through the reports, which mean each student has to carry the role of opponent. In addition to oral opposition, the opponents will need to submit an opposition in PT-, Keynote-, etc.-format to the course coordinator on the day of the seminar. Report content and opposition will be considered for grading. A detailed seminar schedule with the names of the opponents will be delivered after the submission deadline.

It is the responsibility of each student to email to submit the paper by email by the time announced on blackboard. Later submission will cause the report to be taken up at a later seminar.

Suggestions and complaints

Continuous development of the course and students’ satisfactory performance are two important objectives for us. Feedback concerning the course is therefore always welcome. Please contact the involved teachers for any complaints or special problems that can disturb the learning process. You can also see the course coordinator personally or contact her through e-mail. At the end of the course students will be asked to evaluate the course. It is highly appreciated that students take part in the evaluation and make necessary comments as how to further develop the course.


Akmal and Sarah


The course will is based on a few lectures and seminars and extensive email-submission with feedback from teacher. All general information is announced on Blackboard. You are expected to visit BB every day during the course.

All communication with the teachers should be made using your student email. In group submissions all concerned students email addresses should be in the email.

Written exams

Written exams

Registration for exams, including re-takes, is mandatory. You can register for exams via Ladok. You need to register at least ten days before the exam date. If you fail to register you will only be able to sit your exam if there is a n empty place in the exam hall.

If you are a distance study student and want to take your exam off-campus, you need to apply to do so at least three weeks prior to the exam date.

Course evaluation

Course evaluation

After your course has finished you will be sent a we-based course evaluation questionnaire via e-mail. Your participation in the course evaluation is very valuable to us and you comments will help improve and develop the course further. All students registered on the course will receive a report of the course evaluation with all comments compiled.

General information

Hig.se/student is our student webpage where you can find useful links and information about your studies. Here you will also find a news feed where we publish study-related news.

IT support
You can contact IT support if you encounter any problems with your user account or any other IT related problems. The IT support is open for visits 09.00-15.00 in the Student Centre, building 22, Monday to Friday. You can also contact them by telephone +46 26 64 88 00 or e-mail itsupport@hig.se

The library is located in the middle of the campus and is open to everybody. Welcome to the library to activate your entrance card as a library card. You can reach all digital resources such as e-books and e-journals after logging in with your user account.

Student support
Sometimes you need help to manage your studies and student life. At the University of Gävle we have several support functions to help you deal with various study-related situations, such as, for example, student health and welfare and support for students with disabilities.

The Student Centre
At the Student Centre you will meet knowledgeable staff who can assist you in just about anything regarding your studies at the University of Gävle. The Student Centre is located in building 22. You can also find a café in this area and a TV displays showing study-related information and the daily timetabling. You can contact the Student Centre by e-mail at studentcentrum@hig.se

Web meetings with Zoom
Zoom are a services for web meetings at the University of Gävle. You usually need a webcam and headset with a microphone.

Published by: Kristina Rossander Palm Page responsible: Lisa Olsson Updated: 2019-07-16
Högskolan i Gävle
Box 801 76 GÄVLE
026-64 85 00 (växel)