杏吧论坛

Dr Haider Ali

This course is compulsory on the Global MSc in Management, Global MSc in Management (CEMS MiM), Global MSc in Management (MBA Exchange) and MSc in Management (1 Year Programme). This course is not available as an outside option.

This course is a rigorous examination of the key analytical frameworks, technical tools, and concepts that are essential in building an effective marketing strategy. Participants are introduced to the subject at both strategic and operational levels. This course combines 杏吧论坛’s premier standing in the social sciences with cutting-edge management practices. By using a wide range of concepts, 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 a widely applicable analytical tool-kit that relies on: (a) anticipating decisions that managers frequently face, (b) bringing to bear a wide range of fundamental, often competing social science theories to inform these decisions, (c) knowledge about empirical generalizations, and (d) knowledge about moderating conditions. Also, emphasis is placed on the use of case studies to develop participant's skills at analysing and making sense of complex real world business situations.

30 hours of seminars in the MT. 2 hours of seminars in the ST.

Course instruction will be conducted using lectures, case discussions, readings, and analysis of data sets.

Students will be expected to produce 1 piece of coursework in the MT.

The formative will be an in-depth case analysis, with two components to it. One component will help prepare participants for the Marketing Project (i.e., more conceptual applications, using social science theories and frameworks to make sense of real-life “messy” cases), and the other component will help prepare participants for the Final Exam (i.e., application of theoretical as well as more analytical frameworks and data analysis that has a more clear pattern of right or wrong answers).

Alex Chernev (2018), Strategic Marketing Management (9th edition), Cerebellum Press

Philip Kotler and Gary Armstrong (2017), Principles of Marketing (17th edition), Prentice Hall

Darley, W.K., C. Blankson and D.J. Luethge ‘Toward an integrated framework for online consumer behaviour and decision making process: a review’, Psychology and Marketing 27(2) 2010, pp. 94–116.

Fuchs, C. and A. Diamantopoulos ‘Evaluating the effectiveness of brand- positioning strategies from a consumer perspective’, European Journal of Marketing, 44(11) 2010, pp. 763–86.

Knox, S. and Gruar, C. (2007) The application of stakeholder theory to relationship marketing strategy development in a non-profit organisation. Journal of Business Ethics. 75:115-135

Kozinets, R.V., K. de Valck, A.C. Wojnicki and S.J.S. Wilner ‘Networked narratives: understanding word-of-mouth marketing in online communities’, Journal of Marketing 74 2010, pp.71–89.

Ring, P.S. and A.H. Van de Ven (1992) ’Structuring cooperative relationships between organisations’, Strategic Management Journal 13(6), pp.483–98.

Vargo, S.L., P.P. Maglio and M.A. Akaka ‘On value and value co-creation: a service systems and service logic perspective’, European Management Journal 26 2008, pp.145–52.

Further references, especially for journal articles and case studies, will be provided at the commencement of the course.

Exam (50%, duration: 3 hours) in the summer exam period.
Project (50%) in the MT.