MG4F1 Half Unit
Marketing Action Learning Project
This information is for the 2020/21 session.
Teacher responsible
Prof Amitav Chakravarti NAB 5.13
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
For the Marketing Project, each team selects a target issue for an organization and uses the marketing techniques developed in the course to arrive at a recommendation. The Marketing Project is aimed at producing 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
2 hours of lectures in the LT.
One formal lecture, plus individual appointments through LT and ST with groups to discuss their chosen projects.
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
Project (95%) in August.
Class participation (5%) in the LT and ST.
Students will undertake a peer review providing feedback on the other members of their project group.
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Key facts
Department: Management
Total students 2019/20: 67
Average class size 2019/20: 67
Controlled access 2019/20: Yes
Value: Half Unit
Personal development skills
- Leadership
- Self-management
- Team working
- Problem solving
- Application of information skills
- Communication
- Application of numeracy skills
- Commercial awareness
- Specialist skills
