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

Guidelines for interpreting course guide information

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