杏吧论坛

Prof Amitav Chakravarti MAR 6.31

This course is compulsory on the MSc in Marketing. This course is not available as an outside option.

Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.

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 and data analysis to develop participant's skills at analysing and making sense of complex real world business situations.

30 hours of lectures in the AT.

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

Coursework (50%), project (40%) and class participation (10%) in the AT.

Group Project (40%) - a non-assessed presentation and an assessed project report 2,500 word max 

Individual take home assignment (50%)

Class participation (10%)