杏吧论坛

Prof Amitav Chakravarti NAB 5.13

This course is available on the CEMS Exchange, MBA Exchange, MSc in Management and Strategy, MSc in Operations Research & Analytics, MSc in Social Innovation and Entrepreneurship and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.

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 a simulated case study to develop participant's skills at analysing and making sense of complex real world business situations.

30 hours of seminars in the MT.

Students on this course will have a reading week in Week 6, in line with Departmental policy.

• Baker, M. J. and Saren, M. (eds.) (2014) Marketing theory: a student text. SAGE Publications Ltd. (2nd Edition).
• Alex Chernev (2011), Strategic Marketing Management (6th edition), Cerebellum Press
• Philip Kotler and Gary Armstrong (2001), Principles of Marketing (9th edition), Prentice Hall
• Philip Kotler and Kevin Keller (2011), Marketing Management (14th edition), Pearson PrenticeHall
• Homburg, C., Kuester, S. and Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, McGrawHill
• Jobber, D. (2010), Principles and Practice of Marketing (6th edition), McGrawHill
• Lambin, J-J, Chumpitaz, R. & Schuiling, I. (2007), Market-driven management: Strategic and operational marketing (2nd edition). London: Palgrave Macmillan

Further references will be provided at the commencement of the course.

Take-home assessment (50%), group project (40%) and class participation (10%) in the MT.

The group project is a non-assessed presentation and an assessed project report of 2,500 word max.

The Individual take home assignment is to be completed in 1 week at the end of the course.