杏吧论坛

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.

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

The formative will be undertaken by students in teams. The formative will comprise the plans that teams have formulated for the summative project together with their rationale. As a result, the formative will provide a foundation for the summative project and also help students practice the use of marketing theory, a skill that will be very useful for the exam.

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



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

Ajzen, I., 2015. Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), pp.121-138.

Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), pp.105-114.

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.

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.

O’Guinn, T. C., (2015) Advertising effects in J. D. Wright (ed.) International Encyclopedia of the social and behavioural sciences (Second edition). Elsevier, pp208-212

Rossiter, J.R., 2014. ‘Branding’explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7), pp.533-540.

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 (45%, duration: 3 hours) in the summer exam period.
Project (45%) in the MT.
Class participation (10%).

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.