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Dr Heather Kappes MAR 6.21

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.

Students are formed into groups and assigned to a company sponsor vetted by Department of Marketing staff. Companies vary from year to year but will range from large consumer goods corporations to midsize arts or telecom or food & beverage companies looking to launch new products or move into new markets, to small digital start-ups. Starting from a company brief, each group will identify core marketing issues where they can add value for their company sponsor, and will use the marketing techniques developed in the course to arrive at recommendations. Each group will produce 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.

4 hours of lectures in the AT. 2 hours of lectures in the ST.

• 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

Group project (90%) and reflective learning report (10%) in August.

Students will be expected to submit a project report in August