MG445E Half Unit
Marketing Strategy (modular)
This information is for the 2020/21 session.
Teacher responsible
Prof Om Narasimhan
Availability
This course is compulsory on the Executive Global MSc in Management. This course is not available as an outside option.
The information in this course guide pertains to the 2020-22 cohort.
Course content
This course is a rigorous examination of the key analytical frameworks, technical tools, and concepts that are essential to building an effective marketing strategy. Peter Drucker, the father of business consulting once famously remarked, “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation”. In today’s highly competitive business environment these words ring even more true: a well-designed marketing strategy can make all the difference between success and failure in the marketplace. While marketing is commonly associated with consumer goods companies (e.g., Unilever) it would be myopic to restrict the relevance of marketing to such instances alone. Marketing, ultimately, is about understanding and shaping behaviour. Accordingly, banks and other financial institutions, as well as governmental, medical, and not-for-profit organisations - from those that design and sell financial products, to those that implement public policy (e.g., those dedicated to reducing drunk driving, increasing literacy, and encouraging safe contraception), have all found that a well-thought out marketing strategy can be a critical arbiter of success even in this “ideas marketplace.”
By using a wide range of quantitative as well as qualitative methods, interactive lectures, videos, hands-on exercises, and case studies, we will share key analytical frameworks and tools that are essential to a good marketing strategy. The aim is to develop an analytical tool-kit that will be applicable to a wide range of industries and functions.
Teaching
Scheduled over two modules – one of which will take place overseas. Teaching will be spread across 10 sessions of up to 4 hours each.
Module 3 (12 – 24 April 2021)
Module 4 (13 - 18 June 2021)
Formative coursework
Students will complete a Marketing Simulation during module three and take part in real-life company case discussions during the overseas module. Feedback on both will set the stage for their group project and take home assignment.
Indicative reading
There is no required textbook. Further references will be provided at the commencement of the course.
Assessment
Take-home assessment (55%), class participation (15%) and group assignment (30%).
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Key facts
Department: Management
Total students 2019/20: Unavailable
Average class size 2019/20: Unavailable
Controlled access 2019/20: No
Value: Half Unit
