Dr Heather Kappes

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 2024-2026 cohort.

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 will be spread across 8 sessions.

Students will receive formative feedback on a preliminary version of their group work.

There is no required textbook. Further references will be provided at the commencement of the course.

Take-home assessment (65%) and group project (35%).