MG4F1 Half Unit
Marketing Action Learning Project
This information is for the 2023/24 session.
Teacher responsible
Dr Heather Kappes MAR 6.21
Availability
This course is compulsory on the MSc in Marketing. This course is not available as an outside option.
Pre-requisites
Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.
Course content
Students are formed into groups and assigned to a company sponsor vetted by Department of Marketing staff. Companies vary from year to year but will range from large consumer goods corporations to midsize arts or telecom or food & beverage companies looking to launch new products or move into new markets, to small digital start-ups. Starting from a company brief, each group will identify core marketing issues where they can add value for their company sponsor, and will use the marketing techniques developed in the course to arrive at recommendations. Each group will produce an in-depth report that provides two critical classes of information: (a) Section 1 tells us how a “live” business is being run and what makes it tick (or not) from a marketing value-creation point of view, and (b) Section 2 provides data-based, scientific analysis of what the firm could do better for a more sustainable and competitive future.
Teaching
4 hours of lectures in the AT. 2 hours of lectures in the ST.
Indicative reading
• Building a Marketing Plan, by Ho Yin Wong; Kylie Radel; Roshnee Ramsaran-Fowda, Harvard Business School Publishing.
• Writing Great Marketing Plans, 2005, by T. Caulkins, Kellogg’s/Northwestern University.
• The Marketing Plan Handbook Paperback – 1 Sep 2011 by Alexander Chernev
Assessment
Group project (90%) and reflective learning report (10%) in August.
Students will be expected to submit a project report in August
Key facts
Department: Management
Total students 2022/23: 85
Average class size 2022/23: Unavailable
Controlled access 2022/23: No
Value: Half Unit
Course selection videos
Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.
Personal development skills
- Leadership
- Self-management
- Team working
- Problem solving
- Application of information skills
- Communication
- Application of numeracy skills
- Commercial awareness
- Specialist skills